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In an era of rapid technological development, social networks play an integral role in everyday life. They go beyond just sharing photos and messages, becoming a force that shapes society and, interestingly, they also have a significant impact on career development. 10–15 years ago it was difficult to imagine that a person could be fired or refused a job because of posts on social networks. Today, digital reputation is no less important than offline. According to modern research, a person spends about 7 hours a day on the Internet - this is almost half of our entire waking time. This immersion in digital life increasingly influences real life: and increasingly, what is published on the Internet becomes the cause of very real, rather than online, problems. Social media is a great tool for finding and tracking employees. In 2024, almost every second employer reviews a candidate's profile along with a resume, and every fifth is denied a job because of an offensive post on social networks. More and more HR specialists, even before inviting a candidate for an interview, evaluate his profile on social networks. We are talking not only about SMM specialists, but also about candidates of various profiles. The study revealed several reasons why companies pay attention to candidates’ pages on social networks. 59% of HR specialists believe that social networks can be used to assess a candidate’s soft skills and level of communication skills, and another 36% check people’s social networks for content that is not welcome in the company. Another 21% are confident that social networks can be used to understand whether a person is suitable for a position or not. The same number (21%) evaluate on pages how a person treats former and current colleagues. With the development of online education, social networks are becoming platforms for learning and developing professional skills. Courses, webinars and educational materials are actively distributed through popular platforms such as Facebook and YouTube. This not only makes education more accessible, but also allows professionals to maintain their level of knowledge at the pace of the modern world. Social media provides unique networking opportunities. Virtual conferences, online seminars and group discussions allow professionals to expand their network, share experiences and find new career opportunities. With the growing influence of social media on careers, it becomes important to be careful in how you use it. Public information can have an impact on one's image, so professionalism and careful content creation are key to successfully using social media in one's career.