Building a Personal Profile as an Industry Expert: Navigating Professionalism and Platform Adaptation

In today’s digital age, healthcare professionals have unique opportunities to shape their industry profiles online. Platforms like LinkedIn allow us to connect with other experts, share insights, and cultivate a reputation rooted in professionalism. But what happens when we want to take our expertise to a more casual, entertainment-oriented platform like TikTok? Balancing professional credibility with platform-appropriate content can be tricky, especially for registered healthcare professionals with ethical standards and regulatory requirements to consider.

In healthcare, those registered with the GMC, HCPC or NMC live in fear of being reported. As a creator, I found it difficult for people to accept that in private healthcare, we can do things that NHS organisations might not not feel comfortable doing. That doesn't mean its a breach of professional standards, but if you start being rude to people, you risk bringing the profession into disrepute.

LinkedIn: Your Digital Resume and Professional Hub

LinkedIn remains the primary platform for professional networking. Here, sharing content like industry articles, case studies, and personal experiences related to clinical work can strengthen your reputation as an industry expert. The audience on LinkedIn expects value-driven, informative content, often focused on education and awareness. To build a profile that resonates, consider sharing insights on recent developments, challenges in the field, or personal reflections on what it means to work in healthcare today.

This consistency not only demonstrates your commitment to the field but also shows potential employers, clients, or collaborators that you take your role seriously. LinkedIn’s professional tone sets the expectation, allowing healthcare professionals to build a profile that’s informative, inspirational, and ethical.

TikTok: Adapting Expertise for Entertainment

In contrast, TikTok is a place where content needs to capture attention quickly, often by entertaining the viewer. Healthcare professionals who share content on TikTok are often faced with the question: How do I stay true to my profession while engaging an audience that’s more interested in quick, entertaining videos than in-depth analysis?

It’s okay to have fun with your content here. TikTok is ideal for bite-sized advice, relatable day-in-the-life stories, or simplified explanations of complex topics. To succeed, consider delivering your message with humor, trends, or visuals that convey your points in seconds rather than paragraphs. The goal is to offer value in a way that’s accessible and shareable, often by adding a personal touch that shows your human side—whether it’s a quick video on health myths, a funny anecdote, or an engaging skit about common healthcare misunderstandings.

Balancing Professionalism with Platform Appropriateness

Healthcare professionals must balance the need for professionalism with platform expectations, and this can vary significantly between LinkedIn and TikTok. On LinkedIn, you’re engaging with peers and colleagues who may measure your content against industry standards. On TikTok, you’re more likely interacting with a broad public audience, so you have room to adapt your tone and approach.

Would you find the CEO of an NHS trust dancing on tiktok? Probably not, but that doesn’t mean it's not okay to do as long as you aren't breaching your employers social media policies or have permission.

Consider these tips for managing this balance:

1. Understand Your Audience on Each Platform: LinkedIn’s audience is looking for knowledge and insights, while TikTok users are often looking to be entertained. Use each platform’s strengths to your advantage.
2. Respect Professional Boundaries: TikTok can be fun, but it’s essential to avoid anything that could misrepresent your role as a healthcare professional. Short and informal content is fine, but always stay within the ethical boundaries expected in healthcare. Take care to avoid sharing religious views in an inappropriate manner, avoid bad language, do not discuss patient identifiable information, and ensure you do not breach your employer's policies without getting specific permission in advance.
3. Use Different Content Styles: For LinkedIn, post articles, long-form posts, and discussions on industry trends. For TikTok, try creative storytelling or visual content that educates in a fun way, like myth-busting videos, quick tips, or personal insights into the day-to-day life of a healthcare professional.
4. Be Consistent Across Platforms: While content style may vary, the essence of your message should remain the same. This consistency will reinforce your profile as an industry expert, regardless of where the content is viewed.

Building a well-rounded personal brand means meeting your audience where they are, and it’s okay to experiment. Professionals in healthcare can and should bring light-heartedness to their industry insights—without compromising on integrity.

When I started TikTok, I thought I could talk like an audiobook, but viewers want to get to know you. Just make sure you address misconceptions or assumptions to avoid being reported.