Building and Establishing a Professional Presence
Social media is a vital tool for professionals to optimize their profiles and develop a content strategy. Platforms such as LinkedIn and Instagram offer powerful resources for building a personal brand, staying informed about industry trends, and fostering professional relationships; however, navigating these platforms requires an intentional approach.
Start by defining your professional brand. As described in a Harvard Business Review article, your professional brand is “what people say about you when you’re not in the room.” It encompasses the associations, beliefs, feelings, attitudes, and expectations others hold about you.1 Crafting your brand means being deliberate about how you present yourself and maintaining consistency in your messaging.
About the Authors
Aisha Khokhar, PharmD, MHS, is a fellow at Alexion Pharmaceuticals affiliated with Massachusetts College of Pharmacy and Health Sciences. She specializes in pharmaceutical development and clinical supply.
Amber Conklin, PharmD, is a fellow at Alexion Pharmaceuticals affiliated with Massachusetts College of Pharmacy and Health Sciences. She specializes in global regulatory affairs.
Courtney Smith, PharmD, is a fellow at Alexion Pharmaceuticals affiliated with Massachusetts College of Pharmacy and Health Sciences. She specializes in global value, access, and pricing.
- Develop a complete profile. Your biography should function as an elevator pitch, concisely communicating who you are, your unique skills, and your aspirations. For PharmD fellows and other pharmacy professionals, this might include highlighting specialized research projects, specific clinical rotations, or contributions to publications that set you apart. You might also focus on your goals within health care or pharmaceutical sectors, such as advancing pharmacy practice or contributing to drug development. Tailor your profile to include relevant keywords that align with your field and goals. Optimizing your profile increases visibility and attracts potential employers, collaborators, or mentors.
- Curate your content. Once your profile is polished, focus on sharing and engaging with content that reflects your career goals and personal values. When attending events, take photos and share key learnings with visuals. For example, share a summary post with your insights after attending a national pharmacy conference.
- Engage thoughtfully. Building meaningful connections on social media requires timely and purposeful engagement. Post about achievements or events shortly after they occur to keep your content fresh. Staying active and engaged allows you to cultivate a professional presence that leaves a lasting impression.
- Start with a strong profile and strategy. Social media is a powerful tool for career advancement and industry engagement. When used thoughtfully, it enables you to connect with others, share your perspective, and showcase your professional brand.
Networking and Engagement
Numerous ways exist to expand your professional network, whether through in-person interactions or online connections. The goal is to create lasting relationships with industry peers and mentors. A foundational approach may include the following:
- Start with people you know. One of the easiest ways to connect professionally is through referrals. Reach out to team members, preceptors, or peers for suggestions on new connections based on your career interests. For prospective PharmD fellows, seeking guidance from faculty mentors, previous fellowship supervisors, or colleagues who have navigated similar fellowship applications provides insight into potential fellowship opportunities or career paths.
- Connect online. Platforms such as LinkedIn and Instagram allow you to engage with professionals in your field. By following and interacting with posts, you can gradually build visibility, which may lead to future relationships.
- Reach out for 1-on-1 meetings. If you come across someone whose career trajectory interests you, consider reaching out for an informational interview. Craft a thoughtful message to introduce yourself and express interest in learning more about their experiences.
Maintaining Professionalism and Ethics
Your online presence should reflect your qualifications and expertise. It is essential that your digital profile projects a polished image that aligns with your goals. To accomplish this, consider the following tips:
- Manage privacy settings. Social media platforms such as LinkedIn allow you to control who can view your profile and activities. Adjust your settings to ensure that only relevant connections can see your information.
- Practice engagement etiquette. Stay professional in tone and language, avoiding overly casual or inappropriate comments. Constructive communication fosters credibility and respect.
- Reach out to strangers. When connecting with someone new, be clear about the purpose of your inquiry and express why you value their expertise. Below is an example:
Common Mistakes and How to Avoid Them
To align your digital footprint with your professional goals, avoid these common missteps:
- Oversharing personal information: Although authenticity is important, sharing too much personal information can blur the lines between personal and professional boundaries. Focus on content that aligns with your professional goals.
- Posting patient-identifying information: Never share specific patient details, as this violates privacy laws such as the Health Insurance Portability and Accountability Act. Always anonymize sensitive information.
- Using unprofessional language or tone: Avoid slang or overly casual language that may undermine your credibility. It is important to maintain a respectful and clear communication style.
To prevent these mistakes, regularly review your posts before publishing and familiarize yourself with platform guidelines. If you are unsure about a post’s appropriateness, seek feedback from trusted colleagues.
Examples of some post dos and don’ts may include the following:
Conclusion
Building a professional presence on social media is an intentional process. By optimizing your profile, curating relevant content, engaging thoughtfully, and networking effectively, you establish a strong digital presence that supports your career growth and professional relationships. Stay professional, be consistent, and leverage these platforms to their fullest potential.
REFERENCE
1. Avery J, Greenwald R. Managing yourself: a new approach to building your personal brand. Harvard Business Review. Accessed January 1, 2025. https://hbr.org/2023/05/a-new-approach-to-building-your-personalbrand
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