If your young-adult son or daughter is struggling to land a first ‘real’ job, they’re in good company. You want to help—but how? LinkedIn is no secret, but in 2025, it’s only one piece of the job search puzzle. That’s where career expert Stacey Ross Cohen enters the chat. Below, the author of Brand Up 2.0: Propel Your Early Career Success talks tough competition, getting past screening bots, and not giving up.
914INC.: Anecdotally among parents of younger twentysomethings, the job market for their kids is terrible right now. Does that sync with what you’re seeing?
Stacy Ross Cohen: Yes, definitely. New grads are facing a perfect storm: fewer entry-level openings, AI systems screening résumés before humans ever see them, and a shift toward skills-first hiring. So many talented young people are doing everything right: internships, strong GPAs, polished résumés, and personalized cover letters, yet they’re sending out dozens of applications and hearing nothing back. The truth is, being qualified isn’t enough. You need to be intentional, visible, and memorable to break out of the résumé black hole and get noticed by decision-makers.
Over 70% of employers use online searches, including social media, to screen job candidates. Early career professionals need to stand out and really shine online.
You have a background in marketing and often say that early career professionals should think like marketers. Can you break that down?
Sure. It all comes down to the marketing of you: demonstrating the value you bring across every touchpoint, which means your resume, LinkedIn profile, and even your email signature line. Just as great marketers position a product or service to stand out in a crowded marketplace, early-career professionals must answer clearly what every employer wants to know: Why choose you? That means defining what makes you unique and communicating it in a way that aligns with what employers are looking for. When you do this right, doors will begin to open.
How worried should we be about AI making it nearly impossible for a résumé to get noticed? Do you have a workaround?
It’s a real concern! Applicant Tracking Systems [ATS] filter out countless résumés before they ever reach a human. One-size-fits-all résumés simply don’t work. To get past the ATS, you need to speak the system’s language, which means exactly match the job description’s keywords, keep the formatting simple, and avoid using graphics. I know one recent grad who swapped ‘social media writing’ for ‘content creation’ to align with a job posting and landed an interview. Small changes like this can make a big difference.
The concept of job seekers creating and maintaining a ‘personal brand’ is big with you. In your experience, do young professionals and wannabes understand what this is and why it matters?
Not quite, and that’s part of the problem. Many young professionals still believe that personal branding is only for influencers, but it’s actually about your professional reputation as a whole, which is reflected in everything from your emails and LinkedIn profile to how you introduce yourself during an interview. Everyone has a brand, whether positive, negative, or neutral. In today’s world, I view it as long-term career insurance. The strongest brands are simple: clear, consistent, and real.
LinkedIn launched a little over 20 years ago. Is it still as relevant as it once was? What’s the best way to use it effectively right now?
With more than 1 billion users, LinkedIn is hands down the strongest career tool. It’s the first place employers look and where doors open, which is why I dedicated a whole chapter to it in my book. Make a strong first impression with a professional photo, eye-catching background image, and treat your headline as prime real estate. You have up to 220 characters to showcase what you bring to the table. In your About section, weave in keywords from job descriptions, highlight what drives you, and share the type of roles you’re seeking. Connect with alumni, join groups, request recommendations, and stay engaged with your network. And don’t forget to add your customized LinkedIn URL to the top of your résumé directly under your name.
Any strategies to make networking easier for someone who’s typically shy versus chatty?
Yes! Start small and focus on value over volume. Networking doesn’t have to mean working a room full of strangers. It can be as simple as sending a direct message to a fellow alum of a school you attended, having a virtual coffee with a mentor, or commenting on someone’s post. I like to think of it as ‘net-worthing,’ meaning building real connections that align with your values and goals. And always try to offer value, not just ask for something.
“With more than 1 billion users, LinkedIn is hands down the strongest career tool.”
Got some words of wisdom for when their job search feels like it’s dragging on forever with no end in sight?
It’s completely normal to feel defeated after rejection. Setbacks are part of the process, not the end of it. Use the downtime to refresh your LinkedIn, learn a new skill, or reach out to someone in your network. Staying visible and proactive builds momentum, and even the smallest steps can keep you moving forward. And just when you’re ready to give up, that’s often when the breakthrough happens. Know that one connection can change everything.
Any other advice for moms and dads who want to help?
The journey for early career professionals is more complex than ever, and emotional support can be just as important as career advice. If they’re open to it, encourage your child to reflect on their strengths, clean up their digital footprint, practice their elevator pitch, and offer to proofread a résumé or run a mock interview. Most importantly, remind them that rejection isn’t a reflection of their worth; it’s just part of making their way to where they want to be.
