Abstract
Research problem: In light of the growing popularity of LinkedIn as a self-promotional tool for the job search process, this paper examines the rhetorical structure of LinkedIn Summaries. Research questions: (1) Which rhetorical moves are found in the Summary sections of LinkedIn profiles? (2) Do the Summary sections display similar patterns of textual organization? (3) What strategies do the writers of the Summary sections deploy to achieve these rhetorical moves? Literature review: This paper has a genre analytic theoretical orientation of approach, whose underlying assumption is that genres sharing the same purposes and context of use are likely to have similar organizational patterns and to deploy similar strategies to achieve these purposes. Previous research on LinkedIn has focused on characteristics of the service and its impact on interactions, but not as a medium used in the classroom. A much deeper literature exists on job application letters, which concludes that a job application uses similar rhetorical moves, or discoursal units that perform distinct communicative functions, to a sales promotion letter. The moves include: introducing candidature, establishing credentials, essential detailing of candidature, indicating value of candidature, offering incentives, enclosing documents, using pressure tactics, soliciting response, and ending politely. Methodology: It is a study that analyzed the rhetorical structure of LinkedIn Summaries of 50 professional résumé writers in the US from a genre analytic perspective. Results and conclusions: The LinkedIn Summary shares many moves in common with the job application letter. Moves that were found in all or nearly all of the texts were establishing credentials, identifying target market and detailing service; an additional move, not seen in job application letters, was also identified-that of personal branding. However, a rigid organizational structure was not seen. The results and the methodology used to obtain them will be of use to students and others wishing to use LinkedIn to promote themselves to potential employers. The study is limited to one particular professional group in one region, but there is ample scope for further research looking at LinkedIn profiles in other professions and other parts of the world.