Research Mingle: Social media workshop for a global research outreach and impact
To help the HKBU research community enhance the visibility of their research output and raise their personal profiles as both researchers and educators to a global audience of stakeholders, the Research Office invited two experts from LinkedIn Hong Kong to lead an interactive workshop as part of its flagship “Research Mingle” series on 29 April 2026.
During the session, LinkedIn’s Lead Account Director, Zed Kua, and Senior Client Solutions Manager, Zoey Yu, shared specific pro-tips and insider “hacks” with a room of over 30 researchers and active LinkedIn users, offering practical guidance on how to effectively communicate hard-won research outcomes and intriguing discoveries.
“Don’t simply mirror someone else's profile; cultivate your own,” said Zoey Yu. “Create a personal brand that fits your identity and fuels your career.”
Yu showcased examples of leading scholars whose curated LinkedIn profiles have successfully engaged academia, research-related industries, and the public. She also highlighted the unique characteristics that distinguish academic profiles from those in the corporate or other sectors, identifying the hallmarks of a scholarly digital identity. By deconstructing the specific details that drive high exposure, she provided a strategic roadmap for building a compelling and influential professional presence.
Diving into the details, Zed Kua broke down the roadmap into actionable steps. He underscored how every component, from the profile picture and headline to the nuances of work history and certifications, plays a role in overall account performance. By elucidating the "dos and don’ts" of each section, including often-overlooked details that significantly impact account performance, Kua equipped our researchers with the solid cornerstones necessary for long-term account development.
“Rather than merely echoing a trend, offer an original perspective. True influence comes from adding a unique voice to existing dialogues,” said Kua.
Beyond the construction of essential profile components, the two decoded the art of LinkedIn content creation. They emphasised that while regular updates are vital, the manner in which stories are told is equally critical. Elevating the discussion from creation to curation, they noted that every post must serve a specific purpose and maintain a designated tone. For stance, a feed focused on thought leadership should remain distinct from one highlighting technical research breakthroughs.
A profile picture is often the defining element of a first impression on LinkedIn. To help the HKBU research community put their best foot forward, the Research Office arranged for a professional on-site portrait service, ensuring attendees could lead with a polished visual identity.
The Research Office is pleased to have hosted such an engaging session and hopes that our scholars found the insights both practical and inspiring. We look forward to seeing these refined profiles in action as we continue to grow and strengthen the HKBU research community’s presence on social media and beyond.
Stay connected with the Research Office! For updates on our latest events, visit our event page, and follow us on LinkedIn to discover more exciting research news and stories from the HKBU community.
