With nearly 600 million users in 200 countries, LinkedIn has become the world’s most widely used resource for professional networking. Last year, 77% of recruiters used the website to find job candidates, according to a Jobvite surveyopens in new window of 805 recruiters nationwide.
"If you’re not on LinkedIn, you are invisible to recruiters," says Laura Viehmyer, who has more than 35 years of experience as a human resources executive and now runs Viehmyer Consulting Group, a private résumé and career counseling practice. "Don’t underestimate the importance of this tool."
Optimizing your profile is more important than ever. Research by psychologists shows that profiles that are longer, have more connections and include a photo are favored by employers ( Personnel Psychology opens in new window, 2018).
"Use the platform as an additional marketing tool that tells your story beyond what’s on your resume," says Marshall Brown, career coach and CEO of Marshall Brown & Associatesopens in new window. "That’s what will separate you from your competition."
So, how can psychologists best use LinkedIn to showcase their strengths and expand their professional networks and client lists? Here’s advice from consultants and online marketing experts on how to get noticed on LinkedIn.
Choose your target audience. Start by considering the people you want to reach, and write with that group in mind, says Daniel Wendler, a psychology doctoral student at George Fox University and founder of MarketingForTherapists.orgopens in new window . Do you aim to attract recruiters, employers, research collaborators or potential new clients?
"Your LinkedIn profile may look very different if you’re seeking employment, searching for research collaborators or hiring a research assistant," he says.
Psychologists with different professional goals should tailor their content accordingly. A researcher might emphasize his or her writing ability, data-analysis experience, communication skills and attention to detail, says Brown, while practitioners should showcase clinical expertise and welcome potential clients.
For example, practitioners might include a statement along the lines of "As a therapist, my goal is to help you overcome whatever challenge life has thrown your way," followed by a list of their clinical focus areas, says Kyler Shumway, a psychology doctoral student at George Fox University and search engine optimization director for MarketingForTherapists.org.
As for psychologists seeking corporate jobs, "there’s room for creativity on your LinkedIn profile," says Alan De Back, a career counselor with Alan De Back Learning & Communications. Such profiles should include less detail about research papers and more references to career aspirations, measurable accomplishments and skills you have that are in demand in the industry. Those pursuing jobs in academia, on the other hand, should use more traditional language and formatting, favoring a chronological list of experience and a more formal writing style reminiscent of a curriculum vitae (CV).
Regardless of your career goals, Brown recommends writing in the first person as a way to sound more approachable rather than using the third-person voice typical of résumés. And if you’re looking for a job, be sure to let recruiters know by adjusting your job-seeking preferences under LinkedIn’s settings.
Write a captivating headline and summary . A LinkedIn headline, like a newspaper headline, helps viewers decide whether your profile is worth exploring. Rather than using your current job title, De Back recommends choosing a tagline that’s more aspirational: Showcase the value you offer, and succinctly tell readers what you’re hoping to gain. For example, Shumway uses the headline "Psychology Intern at Baylor Scott & White Health; Public Speaker; Author" and has received numerous invitations through LinkedIn to speak publicly about bullying, mental health and autism.
The summary, located just below the headline, "is basically the cover letter for your LinkedIn profile," says Wendler. He recommends writing with one target reader in mind—a publisher, recruiter or fellow researcher, for instance. "When that person reaches the end of your summary, they should want to call you."
Use a professional photo. Profiles with photos receive up to 21 times more views and 36 times more messages than those without photos, according to LinkedIn. Brown recommends using a head-and-shoulders shot taken by a professional photographer.
For psychologists who seek academic appointments, research positions or industry jobs, a traditional head shot like the faculty photos on university websites is especially important. Practitioners, on the other hand, should aim for photos that project their warmth, supportiveness and approachability. "Clinicians should use every aspect of their profile, including the photo, to begin building an emotional connection with their viewers," Shumway says. He suggests smiling and adopting a neutral posture, rather than leaning forward.
Complete your entire profile. Your headline, summary and photo are key for capturing readers’ attention. But don’t stop there. "A lot of people skimp on their educational and work experience backgrounds," De Back says, but LinkedIn’s search algorithm prioritizes profiles that include multiple jobs, schools and five or more skills.
Recruiters and colleagues who have already seen your résumé or CV are expecting more than your professional and educational experiences on your LinkedIn profile, says Viehmyer. So, include your conference posters, videos of research talks and links to publications.
Even little details, such as adding a customized background—a word cloud that highlights your interests, for example—or endorsements from your network, can set you apart from the millions of LinkedIn users with incomplete profiles.
Grow your network. Connecting with other LinkedIn members improves searchability and shows others that you are active in your field or specialty area. "A robust number of connections is great," De Back says, though he recommends prioritizing the quality of connections over quantity—your network should primarily include people you know, admire or hope to work with.
He also suggests following groups of interest to make new connections. Psychologists who seek applied psychology positions, for instance, might use a professional organization in their field—such as a local association of user experience researchers—to identify contacts for informational interviews. The affiliations feature on LinkedIn presents another networking opportunity—users should link to member organizations such as APA and their alma mater’s alumni association.
Stay active on the platform. Experts agree it’s crucial to use LinkedIn regularly, but Brown says inactivity is one of the most common mistakes he sees. In 2018, only 44% of members used the platform monthly, according to Apptopia, a company that tracks website and software usage.
Psychologists who neglect their profiles even for a month can easily miss out on key job or research opportunities. For example, a researcher who fails to list a new publication may miss opportunities for media coverage or cross-disciplinary collaborations.
A good rule of thumb is to check in weekly, post updates on any new professional experiences monthly and update your profile at least every six months, says De Back. Even for those who haven’t changed jobs, regular updates are a good way to alert others to new research interests, publications and accomplishments.
