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src="https://web.archive.org/web/20080912171633im_/http://imgs.sfgate.com/graphics/article/tools/plus.gif" alt=""/></a></td>  <td class="sponsor"> <div class="ad"><script type="text/javascript"> //<![CDATA[ if (typeof window.sfg_oas_disp_x90 != "undefined" && sfg_oas_disp_x90) { OAS_RICH('x90'); } //]]> </script></div>  </td>  </tr> </table> <div class="hr"><hr/></div> </div>  <div id="articlecontent"> <div id="bodytext_top" class="bodytext bodytext_top"><div id="fontprefs_top" class="georgia md"><p><strong>(08-24) 04:00 PDT 08/24/08</strong> -- Networking has always been one of the best ways to find a job, and the growth of online social networking sites has the potential to completely change the way people find employment. Stanford University sociologist Mark Granovetter has studied the role of social networks extensively over his 35-year career, and discusses why online sites are becoming the "next big thing" in the job market. </div></div> <div id="articlebox"> <div class="hr"><hr/></div>     <div class="sfg_art004 clearfix"> <h2>More News</h2> <ul> <li id="rl_news_rl_/n/a/2008/09/11/national/a103306D77.DTL"><a href="/web/20080912171633/http://www.sfgate.com/cgi-bin/article.cgi?f=/n/a/2008/09/11/national/a103306D77.DTL">Ike whips up waves as it steams toward Texas</a> <span>09.12.08</span></li> <li id="rl_news_rl_/n/a/2008/09/11/politics/p155557D94.DTL"><a href="/web/20080912171633/http://www.sfgate.com/cgi-bin/article.cgi?f=/n/a/2008/09/11/politics/p155557D94.DTL">Analysis: McCain's claims skirt facts, test voters</a> <span>09.12.08</span></li> <li id="rl_news_rl_/n/a/2008/09/12/politics/p062735D49.DTL"><a href="/web/20080912171633/http://www.sfgate.com/cgi-bin/article.cgi?f=/n/a/2008/09/12/politics/p062735D49.DTL">Whether McCain broke 9/11 ad pledge is questioned</a> <span>09.12.08</span></li> <li id="rl_news_rl_last_row"><a href="/web/20080912171633/http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2008/09/12/BACB12SUMM.DTL">57-year-old transient sought in death of San Jose man</a> <span>09.12.08</span></li> </ul> <script type="text/javascript"> //<![CDATA[ sfg_hideoneorlast('rl_news_rl'); //]]> </script> </div>   <div class="hr"><hr/></div> </div> <div id="bodytext_bottom" class="bodytext bodytext_bottom"><div id="fontprefs_bottom" class="georgia md"><p><strong>Your book "Getting A Job: A Study Of Contacts And Careers" looked at the importance of social networks. What did you find during your research?</strong> <p>When I interviewed people who were finding jobs through people they knew, they thought they were exceptions to the rule. The stories were so specific and so idiosyncratic that they couldn't believe it could happen to anyone else! They would tell me, "I'm going to tell you the funniest story you've ever heard," and they would end up telling me a slightly different version of one I'd heard a number of times. <p><strong>What was a typical networking story you heard?</strong> <p>People were using connections that they had forgotten they had. One respondent I interviewed had been selling encyclopedias but wasn't doing very well. To make extra money he drove a cab, and on one ride he took someone to the airport to pick someone up. It turned out the person being picked up was someone he had known previously. They reconnected, and before long, that person he had picked up at the airport helped him get another job. <p><strong>You also applied some of your research to our own backyard. How did your findings from around the country match up to Silicon Valley?</strong> <p>It is an extension of the earlier ideas, but one difference is there is a very high rate of movement from one group to another. No matter what company you're in, you probably know more people at many other companies. We also found that engineers here are more loyal to the profession than to a specific company, so more information is shared. You can get a sense of what is coming and going. Of course, this is excluding proprietary information which everyone signs confidentiality agreements about. A book called "Regional Advantage" by Annalee Saxenian looked at this too, and found the early advantage of Silicon Valley was just geographic fact. There were famous gathering places where people would get together and scratch out equations on napkins. This is different if you look at Massachusetts, where companies are scattered all over the map. <p><strong>From employers' perspective, how will online networking sites change their search for employees?</strong> <p>Employers are interested to see if this can really work, and they are asking the question: "Are college students going to think this is a better way?" It used to be that college alumni networks would help people, and I think we are going to start seeing these things intersect. I'm sure the people who run these sites must be looking carefully to see if they're working. <p><strong>What do you see as the greatest asset of online social networking sites?</strong> <p>These sites are an attempt to bring all this under control. If you know 500 people and they each know 500 people, you have a quarter of a million people right there. Of course, the actual number isn't that high because there will be some overlap with people knowing the same people. But it is still a lot. You get this small-world phenomenon that no one could keep track of until these social networking sites came along. <p><strong>Why are these sites successful?</strong> <p>I used to say that computer job matching was hopeless, just like computer dating was hopeless. There just wasn't enough information. But that is starting to change. The information is getting better and there are more sophisticated algorithms. If this wasn't better than it used to be, the companies wouldn't still be in business! <p class="dtlcomment">YAHOO! HOTJOBS is a weekly advertising feature produced by the Marketing Department of The San Francisco Chronicle and does not involve the editorial staff. For advertising rates and information, contact Joe Murray at (415).777-65728 or <a href="https://web.archive.org/web/20080912171633/mailto:jmurray@sfchronicle.com">jmurray@sfchronicle.com</a>.</p> </div></div> <script type="text/javascript" language="javascript"> sfgate_get_fprefs(); </script> </div> <div class="tools tools_bot"> <div class="hr"><hr/></div> <table> <tr> <td class="print"><a onmouseover="document.getElementById('printlink').style.textDecoration='underline';" onmouseout="document.getElementById('printlink').style.textDecoration='none';" href="/web/20080912171633/http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2008/08/24/JOBSpaystoknow.DTL&type=printable"><img src="https://web.archive.org/web/20080912171633im_/http://imgs.sfgate.com/graphics/article/tools/print.gif" alt=""/></a><a id="printlink" href="/web/20080912171633/http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2008/08/24/JOBSpaystoknow.DTL&type=printable" onmouseover="this.style.textDecoration='underline';" onmouseout="this.style.textDecoration='none';">Print</a></td> <td class="email"><a href="/web/20080912171633/http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2008/08/24/JOBSpaystoknow.DTL&type=friend&emailcolor=%23CBEC72&origin=http://www.sfgate.com/cgi-bin/article.cgi%3Ff%3D%2Fg%2Fa%2F2008%2F08%2F24%2FJOBSpaystoknow.DTL" onmouseover="document.getElementById('emaillink').style.textDecoration='underline';" onmouseout="document.getElementById('emaillink').style.textDecoration='none';"><img src="https://web.archive.org/web/20080912171633im_/http://imgs.sfgate.com/graphics/article/tools/mail.gif" alt=""/></a><a id="emaillink" href="/web/20080912171633/http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2008/08/24/JOBSpaystoknow.DTL&type=friend&emailcolor=%23CBEC72&origin=http://www.sfgate.com/cgi-bin/article.cgi%3Ff%3D%2Fg%2Fa%2F2008%2F08%2F24%2FJOBSpaystoknow.DTL" onmouseover="this.style.textDecoration='underline';" onmouseout="this.style.textDecoration='none';">E-mail</a></td> <td class="share"><div id="sharepop2mask" onmouseover="document.getElementById('sharepop2box').style.display='none'; 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Shut up and drink your high fructose corn syrup...</a></li> </ol></div> </div> <div class="footer"><img class="botleftcorner" src="https://web.archive.org/web/20080912171633im_/http://imgs.sfgate.com/templates/types/topmost/images/corner_botl.gif" alt=""/><img class="botrightcorner" src="https://web.archive.org/web/20080912171633im_/http://imgs.sfgate.com/templates/types/topmost/images/corner_botr.gif" alt=""/><img src="https://web.archive.org/web/20080912171633im_/http://imgs.sfgate.com/templates/types/common/graphics/clear.gif" alt=""/></div> </div>  </td></tr> <tr> <td class="leftcol"> <div id="adjacency"> <div id="tophomes" class="listgroup"> <h3><a href="/web/20080912171633/http://www.sfgate.com/homes/" target="new"><img src="https://web.archive.org/web/20080912171633im_/http://imgs.sfgate.com/templates/types/tophomes/graphics/header-tophomes.gif" alt="San Francisco Chronicle Real Estate" title="Go to the San Francisco Chronicle Real Estate section" border="0"/></a></h3> <p class="intro">From<br/><strong>Alain Pinel Realtors</strong></p> <div class="firstitem"> <h4><a href="https://web.archive.org/web/20080912171633/http://realestate.sfgate.com/RealEstate/Sales/Listing.asp?lid=312-80823758&source=tophomes" target="listing" title="view details for this property">San Jose</a></h4> <p class="description">4 BR / 3 BA</p><p class="price">$545,000</p> </div> <div class="item"> <h4><a href="https://web.archive.org/web/20080912171633/http://realestate.sfgate.com/RealEstate/Sales/Listing.asp?lid=312-80823773&source=tophomes" target="listing" title="view details for this property">Daly City</a></h4> <p class="description">1 BR / 1 BA</p><p class="price">$168,000</p> </div> <div class="item"> <h4><a href="https://web.archive.org/web/20080912171633/http://realestate.sfgate.com/RealEstate/Sales/Listing.asp?lid=312-80823796&source=tophomes" target="listing" title="view details for this property">Los Gatos</a></h4> <p class="description">5 BR / 3 BA</p><p class="price">$2,149,000</p> </div> <div class="item"> <h4><a href="https://web.archive.org/web/20080912171633/http://realestate.sfgate.com/RealEstate/Sales/Listing.asp?lid=312-80823828&source=tophomes" target="listing" title="view details for this property">San Jose</a></h4> <p class="description">3 BR / 2 BA</p><p class="price">$418,000</p> </div> <div class="item"> <h4><a href="https://web.archive.org/web/20080912171633/http://realestate.sfgate.com/RealEstate/Sales/Listing.asp?lid=312-80823904&source=tophomes" target="listing" title="view details for this property">San Mateo</a></h4> <p class="description">3 BR / 2 BA</p><p class="price">$1,249,000</p> </div> <div class="item"> <h4><a href="https://web.archive.org/web/20080912171633/http://realestate.sfgate.com/RealEstate/Sales/Listing.asp?lid=312-80823936&source=tophomes" target="listing" title="view details for this property">San Jose</a></h4> <p class="description">2 BR / 2 BA</p><p class="price">$495,000</p> </div> <div class="item"> <h4><a href="https://web.archive.org/web/20080912171633/http://realestate.sfgate.com/RealEstate/Sales/Listing.asp?lid=312-80823948&source=tophomes" target="listing" title="view details for this property">San Jose</a></h4> <p class="description">3 BR / 2 BA</p><p class="price">$875,000</p> </div> <div class="item"> <h4><a href="https://web.archive.org/web/20080912171633/http://realestate.sfgate.com/RealEstate/Sales/Listing.asp?lid=312-80823969&source=tophomes" target="listing" title="view details for this property">Burlingame, Hillsborough</a></h4> <p class="description">3 BR / 1 BA</p><p class="price">$1,295,000</p> </div> <div class="item"> <h4><a href="https://web.archive.org/web/20080912171633/http://realestate.sfgate.com/RealEstate/Sales/Listing.asp?lid=312-80823971&source=tophomes" target="listing" title="view details for this property">San Jose</a></h4> <p class="description">2 BR / 2 BA</p><p class="price">$398,000</p> </div> <div class="lastitem"> <h4><a href="https://web.archive.org/web/20080912171633/http://realestate.sfgate.com/RealEstate/Sales/Listing.asp?lid=312-80824034&source=tophomes" target="listing" title="view details for this property">Los Gatos</a></h4> <p class="description">3 BR / 2 BA</p><p class="price">$898,000</p> </div> <div class="logo"><p class="more"><a href="https://web.archive.org/web/20080912171633/http://realestate.sfgate.com/RealEstate/Sales/SearchResults.asp?RoS=S&CID=312&CountyIds=10,15,11,16,12,17,13,18,14&RegionIds=10,15,11,16,12,17,13,18,14" target="listing">See more from this broker</a></p> <p><img src="https://web.archive.org/web/20080912171633im_/http://imgs.sfgate.com/templates/types/tophomes/graphics/312.gif" alt="Alain Pinel Realtors" title="Go to Alain Pinel Realtors" border="0"/></p> </div> <ul class="simplemenu"> <li><a href="/web/20080912171633/http://www.sfgate.com/templates/types/adjacency/about/about_tophomes.html" target="about" 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