The presentation of applicants in their LinkedIn profiles is done through self-generated image- and text-based information shown together in the LinkedIn profiles. In this interdisciplinary collaboration between communication science and psychology, we systematically analyzed participants’ expertise evaluation of job applicants based on self-generated textual and pictorial cues in LinkedIn profiles. The results of three experiments showed a textual primacy in expertise evaluation, as textual expertise was decisive independently of picture expertise. However, picture expertise was particularly important when text expertise was high. Placeholders always resulted in more negative judgments than high expertise pictures and sometimes even had the same effect as low expertise pictures. We discuss implications for theory building and practical consequences for self-presentation in LinkedIn.
Domahidi, E., Merkt, M., Thiersch, C., Utz, S. & Schüler, A. (2021). You Want This Job? Influence and Interplay of Self-Generated Text and Picture Cues in Professional Networking Service Profiles on Expertise Evaluation. Media Psychology, DOI: 10.1080/15213269.2021.1927104