5 Ways Scholars Can Use LinkedIn to Build A Professional Brand

You might think personal branding is reserved for celebrities and influencers, but today it’s mainstream- and more important than ever.

As an academic, being well-positioned for competitive programs and fellowships is critical. And today, your professional first impression isn’t just your CV, application, or first interview. It also includes your LinkedIn profile- likely one of the top results when someone Googles your name.

In recent years, LinkedIn has become far more than just a job-hunting platform. With more than 1 billion users globally, LinkedIn is a platform for connecting and engaging with researchers, faculty, and experts across every discipline.

Scholars are increasingly using LinkedIn to:

• Share research and publications more widely
• Discover programs and connect with professors
• Attract students and build scholarly networks
• Earn media interviews and speaking invitations
• Deepen connections after conferences and events
• Stay top of mind for future opportunities

What exactly is a professional brand?

Your professional brand is a combination of your visibility and influence. It’s how others see you (your presence) and how they listen to you (your thought leadership). At its core, it’s what you’re known for- your reputation, your expertise, and the unique value you bring to your field.

If you are applying for a fellowship or grant, you know the importance of establishing your story and your “why.” This narrative is an essential part of your professional brand.

LinkedIn can serve as a powerful home base to express your professional story, including your experience, publications, and recognitions. Plus, it’s a pathway to building more meaningful connections that can help you throughout your career.

Here are five tips to make the most out of LinkedIn.

Tip #1: Maximize Your Profile: Start by simply updating your profile. Make sure you add a personal headline, profile photo, cover image (your best visual branding opportunity), and an ‘About’ section. Write your ‘About’ section in the first person to humanize your story, and use bullets to make it easier to digest. You can also add links to publications, research, media interviews, etc., under each role and/or in the “Featured” section. In just minutes, you can add links, summaries, and documents to your profile.

Keep in mind, LinkedIn is constantly adding new categories and tools to help you better customize your profile. Plan to review your profile at least once a quarter.

Tip #2: Nurture Your Connections. One of the best times to build deeper connections is right after a shared experience, such as a conference or event. Always include a short, personalized message with your LinkedIn connection request. After you connect, use the messaging feature to initiate one-to-one conversations. Consider offering something of value to new connections – it could be your latest research, an introduction to another scholar, or a publication recommendation. Within your existing network, ask for professional or academic recommendations to showcase your value and expertise on LinkedIn.

Tip #3: Follow Experts. As a social media network, LinkedIn democratizes access to decision makers, experts, and leaders. That means you can connect with and learn directly from top experts you admire. Start following educational institutions, graduate schools and programs, professors, researchers, and more. To stay up to date, click the bell icon on a person’s profile to receive notifications when they post.

Tip #4: Engage Through Comments. You don’t need a full-scale content strategy- comments on posts count as content, too! If a post resonates with you or you gain valuable insights, that’s your cue to comment. Share what you learned, a story, or your point of view. To expand your reach, tag (@mention) others who might benefit from the discussion. The more you engage with useful content, the better your overall LinkedIn experience- which means it will become less of a chore and more of a value add.

Tip #5: Share Your Insights. Start posting your own insights or reposting content from others, along with your thoughts on why it resonated with you. When creating posts, use storytelling to help your audience understand the IMPACT and WHY of your work or research. When communicating research and data, remember that stories are more memorable than a long list of stats. To uncover your best stories, consider questions like: What does this work make possible? Why is this work or field of study meaningful? If we are wildly successful, what are the outcomes? What specific examples illustrate the impact of this work?

Finally, don’t post and ghost. When people engage with your content- via a comment, like, or message- be sure to respond. That’s how real conversations (and relationships) begin.

Conclusion

Don’t underestimate the know, like, and trust factor. People want to collaborate with professionals they feel connected to and trust. LinkedIn is your chance to showcase the unique thought leadership you offer the world. And when you keep your profile updated, you’ll be top of mind for opportunities aligned with your goals.

Ready to put these tips into practice and apply for a professional fellowship? Be sure to create a free ProFellow account to access free the database filled with over 2,800 opportunities.

Tracey Shell is an experienced communications strategist who helps higher education and Fortune 500 clients clarify their message, tell better stories, and build trust with their most important audiences. Tracey also coaches scholars and executives on LinkedIn strategies to support their professional brand. Follow her on LinkedIn for communication insights and more LinkedIn tips.

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