By Liv Stephens
We all know that guy at work who won’t stop talking about himself. I mean, it’s like dude, how many times can you talk about yourself the way Billy Mays (RIP) talks about OxyClean?
Men and women talk about themselves differently at work, it’s true. So it would only make sense that they also talked about themselves differently online on social networking and business networking sites.
In 2012, researchers Eimler, Drapkina, Pfänder, Schliwa and Schawohl restate the long-tested idea that men on social networking services (SNS) emphasize power, occupation or status, and masculinity. Women, on the other hand, stress relationships, communication skills, and feelings. But, these researchers specifically wanted to know if this was also true on business networking services (BNS).
To do this, they looked at 200 BNS profiles on the most popular BNS website in Germany: Xing. They examined 100 male and 100 female profiles quantitatively for number of words, number of contacts, and number of groups they participated in or moderated. The profiles were also analyzed qualitatively for business elements (achievements, descriptions, task-oriented phrasing) and non-business elements (feelings, family and friends, networks, creativity, sports, smiling in the profile photo etc.).
What they found was that women make an effort to appear friendlier by smiling and listed more information about themselves in their profile. Men stressed their seriousness and competence through body language, not smiling in their profile picture, and by using more qualifying adjectives. Men also moderated and participated in more professional groups on the site. There was no difference between men and women when it came to listing awards they had received.
It’s important to understand that men may be receiving more advertising on BNS sites by being visible as moderators in networking groups and using more qualifying adjectives—but this does not mean that women are actually less qualified. The problem with this is iif an employer is comparing the profile of a man and the profile of a woman, the man will still seem more qualified no matter the actual reality. Crazy!
So women, get in there and write some text about how frickin’ qualified you are. Don’t be afraid to seem impersonal by claiming the work you’ve done and the leadership skills you have—in the end, that’s what the site is for, and clearly men are already doing it.