It’s no secret that your social media posts are fair game to the MBA admissions committee. Nearly two-thirds of MBA admissions officers visit an applicant’s social media profiles to aid their decision-making, according to survey data from Kaplan Test Prep in 2021. Kaplan reports that 36% of admissions officers visit applicants’ social media profiles like Facebook, TikTok, and Instagram to learn more, and of those, 58% say that what they found had a negative impact, up significantly from 32 percent in 2019 (42% found something that had a positive impact).
The good news is that you can – and should – use this information to your advantage. Because LinkedIn is the most professional among the various social media channels you may be using, it’s of special interest to admissions. A robust presence on LinkedIn is a must-have.
As former Associate Director of Admissions at Berkeley Haas, my colleagues and I were looking for consistency across an applicant’s personal and professional identities. Do you seem like the person you represented in your application materials? How does your LinkedIn profile reflect your personal brand? If you’re invited to join our MBA community, will you represent our school well? And when coaching MBA hopefuls for the top business schools, my Fortuna Admissions colleagues and I integrate a thorough social media audit in the early stages of the application strategy.
So how can you use LinkedIn to enhance your business school application strategy? Read on for top tips from my colleagues at Fortuna Admissions.
TIPS FOR MAXIMIZING YOUR ONLINE PROFESSIONAL PROFILE
Think of amplifying your LinkedIn profile as part of your business school application process. And as you do, consider your key audiences, who are now MBA admissions and alumni, as well as students and faculty of your target programs.
- Choose a worthy photo.
This is inevitably the first item to catch a viewer’s eye on your profile, so consider the impression you wish to make. As a Fortuna Admissions expert coach, I’ve had clients who did not have an appropriate picture. To keep in mind:
- Don’t use a photo from one of your other social media accounts; your LinkedIn profile should be a standalone asset.
- Dress in clothing that is appropriate for an interview (wear a nice shirt or blouse), look straight at the camera, and SMILE.
- Crop the photo around your face.
- A well-chosen background graphic can provide a way to differentiate and add some creativity to your LinkedIn profile – show something noteworthy about yourself – but don’t be overly quirky.
- Differentiate with your headline.
The brief line of text under your name can be a few words or a short statement. Think of it as a succinct slogan of who you are/what you want to be. As Fortuna’s Jody Keating quips in her article on how to craft a standout MBA resume, “Chances are that there’s another applicant to your target program with the same job title.” The headline is another great way to distinguish yourself! - Craft a concise and compelling summary.
Unlike the Headline, use the About section to share more – a few sentences, in summary, are advised, versus writing a full-blown essay. Keep the tone upbeat and positive. Don’t start crafting the About section until you have considered these questions:
- What do you want your intended audience to know about you that isn’t necessarily in your application materials?
- What is already in the application materials that you want to expand upon and tell your intended audience about more so?
- What do you want your intended audience to think or feel about you?
- Take advantage of the Featured section.
Featured provides you with the opportunity to upload videos or highlight posts (click “add section” to create). You could use a video to showcase a recent activity or achievement. The Featured section also allows you to link videos that are of interest to you. If you choose to link videos, do so wisely as the content you share reflects your judgment and maturity. - Seek appropriate recommendations and highlight featured skills.
Because LinkedIn reflects on your professional visibility, having recommendations lends additional weight to your profile. Given that you’re soliciting recommendation letters in support of your application, it’s appropriate to ask your recommenders to provide a brief testimonial quote to add to your LinkedIn profile.
Note: It’s important to have more “up” recommendations than “down”– i.e. people who have supervised you in the work setting or in one of your community service endeavors. For LinkedIn, it’s okay to also have a few testimonies from team members or clients; it’s nice to evidence what peers think about you, too. Banking some LinkedIn recommendations is also a tactical move in the long run as your audience shifts to potential post-MBA employers.
Additionally, LinkedIn allows you to list 50 featured skills, but it’s not necessary to include more than a few you wish to highlight, which may allow you to consolidate endorsements where it matters most. Anyone with over 99 endorsements receives the designation, “highly skilled.” You can ask those who are writing Letters of Recommendation for you to drop in an Endorsement and/or ask others in your network to do the same; endorsements offer extra credibility to your strengths and skills.
View my full article on Fortuna Admissions for all 10 Tips for MBA Applicants on How to Optimize LinkedIn.
Sharon Joyce is an Expert Coach at MBA admissions coaching firm Fortuna Admissions and former Berkeley Haas Associate Director of Admissions. For a candid assessment of your chances of admission success at a top MBA program, sign up for a free consultation.
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