Use LinkedIn to share your research

Why LinkedIn?

  • LinkedIn is one of the most effective platforms for researchers to:
  • Share research and publications with a global audience.
  • Attract funding and collaboration opportunities.
  • Increase citations and visibility.
  • Build networks across academia, industry, and policy.
  • Enhance professional reputation.

Quick start for new users

  • Upload a professional profile photo.
  • Use your official University of St Andrews affiliation.
  • Write a short summary of your research interests.
  • Share your first post. This can be a recent publication, conference presentation, or project highlight.
  • Where appropriate, use messaging, video and photography from the toolkit. Ask the Communications, Marketing and Public Affairs team if you need support with visuals or branded assets.

Step-by-step guide

1. Optimise your profile

  • Headline: Go beyond 'Lecturer at St Andrews.' Use keywords, e.g. 'Researcher in Sustainable Finance | Climate Risk and Investment.'
  • Summary/Bio: Write a clear overview of your research, achievements, and goals.
  • Publications and projects: Add links, short descriptions, or key outcomes.
  • Skills and achievements: Showcase grants, awards, and specialist expertise.

2. Share your work

  • Post updates on new papers, grants, or milestones.
  • Include short, engaging summaries and tag co-authors.
  • Add visuals (figures, posters, videos).
  • Celebrate successes from article acceptances to media coverage.

3. Publish longer-form content

  • Write LinkedIn articles that explain your research for a wider audience.
  • Use infographics, data visuals, and links to your full work.
  • Show real-world impact (policy, industry, or community applications).

4. Join and contribute to groups

  • Engage in groups relevant to your field (e.g. 'AI in Healthcare' or 'Sustainable Finance').
  • Share insights and take part in discussions.
  • If none exist, consider creating your own group and build a community around your niche.

5. Be consistent

  • Aim to post every two to three weeks.
  • Vary content by including short updates, questions or polls, or commentary on recent research.

6. Network actively

  • Comment on peers’ and organisations’ posts.
  • Tag collaborators and funders in your updates.
  • Respond to comments to build connections.

7. Showcase events and media

  • Share links when you present at conferences or webinars.
  • Post about media interviews or news coverage.
  • Use University-approved imagery when possible, that is included in the toolkit.
  • If presenting at conferences, please remember to use the toolkit branded slide decks.

8. Track what works

  • Use LinkedIn analytics to see which posts perform best.
  • Pay attention to who is engaging. Are you receiving most engagement from funders, journalists, student, or fellow academics?
  • Adjust your approach based on performance.

9. Collaborate and mentor

  • Connect strategically with peers, funders, and institutions.
  • Offer mentorship to early career researchers or seek it from senior colleagues.
  • Use LinkedIn for introductions and collaborations.

10. Promote opportunities

  • Advertise research assistant, postdoc, or PhD openings.
  • Share calls for participants when appropriate.
  • Always use University branding/messaging from the toolkit and ask for Comms team support if unsure.

Do’s and Don’ts

Do:

  • Use University of St Andrews branded assets from the toolkit.
  • Keep tone professional but approachable.
  • Highlight teamwork by tagging collaborators.
  • Share content regularly.

Don’t:

  • Share unverified or confidential information.
  • Use non-University logos or graphics.
  • Neglect your profile photo or bio.

The Communications, Marketing, and Public Affairs team can provide advice, assets, or examples of good practice to help you get started. Email socialmedia@st-andrews.ac.uk.