Do You Need Socials?
You don’t need to become an influencer. But your online presence is telling schools a story.
Applying for international school positions has changed. Gone are the days when everyone headed off to recruitment fairs and the speed dating of recruitment began. Increasingly, recruitment is happening virtually, and schools are often forming their first impressions of candidates before the interview even begins.
A strong CV is still the foundation of any application, but candidates are increasingly asking if they also need a professional online presence.
LinkedIn? A portfolio? Substack? A personal website? Instagram? Do schools actually look at these things, or are they just another task added to an already busy schedule?
The short answer is that some schools do and some don’t. You may never know which approach a school takes, or at what stage of the recruitment process they might look. If someone does click on your profile or search your name, you want what they find to reinforce your application.
A digital presence should strengthen your application by giving schools more insight into who you are, what you value, and the impact you make. It should tell the same professional story as your CV.
LinkedIn: The starting point for most candidates
For most international educators, LinkedIn is the most useful place to begin.
International school recruitment is very relationship driven. Schools often recruit through professional networks, recommendations, and connections within the international education community. A LinkedIn profile provides a place where recruiters and school leaders can quickly understand your background beyond the details on your CV.
A strong profile highlights:
Your teaching and leadership experience
Professional learning and qualifications
Projects and achievements
Areas of expertise
Your professional interests
For example, a teacher who regularly shares reflections on inquiry based learning, student wellbeing, curriculum development, or leadership gives future employers more context about their professional identity.
The downside is that LinkedIn can become focused on visibility rather than authenticity. A profile full of generic posts or loaded with personal branding language does not necessarily demonstrate professional value. The strongest profiles usually show genuine engagement with education.
Best for: Early career educators building networks, experienced teachers showcasing achievements, and leaders developing a professional reputation.
Substack: Showing your thinking
Writing is one of the strongest ways to demonstrate expertise.
A CV can tell a school that you have led curriculum development, supported school improvement, or implemented new initiatives. Longer form writing allows you to show your thinking in these areas.
For educators who enjoy sharing ideas, reflections, resources, or professional learning, platforms like Substack and Ghost can provide an easy way to bring that work together in one accessible place. Instead of having articles, reflections, presentations, and ideas spread across different platforms, Substack creates a professional home where your thinking can be easily followed and explored.
Articles and blogs can demonstrate:
Reflection and professional curiosity
Communication skills
Knowledge of educational trends
Ability to contribute to professional conversations
A willingness to share practice and learn with others
For leadership candidates, this can be particularly powerful. Schools are not only hiring someone who can do a job, they are hiring someone who can think strategically, communicate clearly, and contribute to the future direction of the organisation.
Sharing professional ideas more fully helps build credibility over time. A teacher writing about classroom practice, a curriculum leader reflecting on change management, or a school leader sharing lessons from improvement work gives future employers insight into their approach and values.
The challenge is consistency. Writing takes time, and a neglected platform may not add much value. It does not need to be frequent, but it does need to be consistent.
Writing once a month or even once a quarter is enough to build a professional presence over time. The goal is not to constantly create content, but to show engagement with your area of expertise in a consistent way. Posting nothing for a year and then sharing three articles in one week is less effective. A consistent rhythm helps schools see your professional interests and understand how you think over time.
Best for: Experienced educators, specialists, aspiring leaders, and anyone wanting to establish expertise in a particular area or build a professional voice within the international education community.
Professional Portfolios: Evidence over claims
Portfolios have become increasingly valuable because they allow candidates to demonstrate impact.
Many educators describe themselves as innovative, collaborative, or reflective. A portfolio gives examples of what that looks like in practice.
A teaching portfolio might include:
Curriculum examples
Learning design
Student projects
Professional reflections
Evidence of collaboration
A leadership portfolio might include:
School improvement initiatives
Strategic planning work
Professional development delivered
Community engagement projects
The key is selection. A portfolio should not become a collection of everything you have ever created. The strongest portfolios highlight the examples that best represent your skills and experience.
Best for: Teachers at all career stages, especially those who want to demonstrate skills beyond job titles.
Personal websites: Creating a professional home
A personal website gives you complete control over your professional presence.
It can bring together your CV, portfolio, writing, presentations, projects, and professional interests in one place.
For some educators, this becomes a central hub for their career. It is particularly useful for those who present at conferences, consult, publish, or are building recognition beyond their current role.
The downside is cost and maintenance. A website requires time. A basic page that simply repeats your CV is not adding much value.
A website works best when it tells a clear story about who you are professionally and has everything in one place.
Best for: Specialists, senior leaders, and educators actively building a professional profile.
Instagram & TiKToK: Showing your practice visually
Instagram and TikTok may not be the first platform people think of for professional networking, but for some educators it can be a valuable way to share practice, ideas, and professional interests.
For teachers, especially those in creative subjects, primary education, inquiry based learning, or classroom innovation, Instagram can provide a visual window into your approach to teaching.
A professional education focused Instagram or TikTok account can demonstrate:
Classroom projects and learning experiences
Teaching resources and ideas
Professional reflections
Examples of creativity and innovation
Collaboration and professional learning
Conference presentations, workshops, or educational projects
The challenge is ensuring that the focus remains professional. The strongest accounts do not simply share what happened, they explain the purpose behind the work. A photo of a classroom activity is more meaningful when it shows the learning goals, student thinking, or reflection behind the experience.
Privacy is also essential. Teachers should always follow school policies and ensure that any examples of student learning are shared appropriately.
Best for: Teachers who want to showcase their practice visually, especially early years, primary, creative subjects, specialist areas, and educators who enjoy sharing resources and ideas with the wider education community.
Review Your Online Presence
As you build your professional, (and personal) presence online, remember that schools may review more than just what you give them.
Schools with strong child protection and safeguarding practices will often include a social media check as part of the recruitment process. This is about ensuring candidates demonstrate professional judgement and that their online presence aligns with the values and expectations of the school community.
Before applying to anything, it is worth reviewing your profiles and asking:
Does this reflect the professional image I want schools to see?
Is my content appropriate for an educator working with children and young people?
Am I sharing student information or images in line with safeguarding expectations and school policies?
Does my online presence support the values I would want a school community to associate with me?
A strong professional presence is about being intentional with what you share and understanding that your digital footprint can become part of how schools get to know you.
And remember, your online presence is part of your personal brand. The platforms you choose, the content you share, and the way you present yourself should create a consistent picture of who you are as an educator. Your content and visuals need to align so that your professional identity is clear and authentic across all platforms.
So, What Do I Need?
The answer is definitely not everything.
A common mistake is trying to create a presence everywhere without a clear purpose. A strong professional presence is not about being constantly visible. It is about making it easier for schools to understand your experience and potential.
For candidates starting their international school journey: Focus on a strong CV, thoughtful cover letters, and a professional LinkedIn profile.
For educators building experience: Consider adding a portfolio that demonstrates your work and impact.
For experienced teachers and leaders: Use writing, and portfolio platforms to show your expertise and leadership approach.
The goal is not to become a content creator. The goal is to create a clear picture of the professional behind the application.
If you want help with your application or recruitment prep feel free to get in touch.