The reason why researchers must learn the art of visibility in the digital age.

For traditional academia, finishing a dissertation was considered the final reward of a scholar. Researchers spent many years studying, analyzing, writing and defending dissertations. Then the dissertation was archived in a library or digital system and there it had very little impact on public at large. For researchers it ended there.

However, the world has dramatically changed.

Today, the most valuable resource in global economy is knowledge and visibility of research is as important as its authority. Researchers do not compete just in academia. Today's researchers are engaged in a competition, not only with each other, but with a global population whose ideas travel at the speed of light and organizations looking for real expert advice, but also with the general public, who values those, who are vocal. Today, researchers must learn not only how to carry out research, but also how to showcase it.

The greatest challenge facing researchers is often invisibility. Year after year, numerous dissertations of high quality are written containing original ideas, new methods, and useful solutions for various problems. Nevertheless, such valuable knowledge doesn't reach those who would benefit from it because there are no clear guidelines and directions to promote research outside the traditional academic sphere.

This is why the notion of visibility plays such an important role.

Visibility doesn't mean promoting oneself without a content. It represents accessibility of good ideas to the whole audience, because even the greatest research can have no impact if it is never published/read by anyone. Today, every scholar is able to get recognized by sharing ideas because in the era of internet it is not only expertise which is valued, but also presentation.

The characteristics that are inherent in any dissertation, namely, knowledge of a field, disciplinary understanding, capacity for analysis, and commitment of the writer, are not only appreciated in academic fields, but also in such areas like business, healthcare, education, technology, government, etc., where people increasingly value professional's evidence based opinion. Therefore, it is not enough for today's researchers to merely be experts. Remaining silent researcher who only focuses on research itself, will forever lose the fight to individuals with much less knowledge, but with a much better command of the art of visibility. This is why a researcher has to embrace public spaces and use their opportunities.

Such social platforms as LinkedIn, Medium, ResearchGate, Google Scholar, YouTube, podcasts, webinars opened a world to any scholar and scientist, as one is now able to share an idea and receive audience across borders, bypassing old formal structures. A presentation or an article published online can turn into collaborations, speaking engagement or job opportunities.

What is required to turn this huge opportunity to a scholar's benefit is simple: research needs to be delivered to the audience in easily consumable manner. Academic writings emphasize clarity, rigor and conciseness. The general public, however prefers clarity, relevancy, applicability of ideas. Researchers are expected to be able to deliver clear explanations of complex scientific work. Thus, research on a leadership pattern would become an article published in an business journal; the idea on a medical system could turn into a public discussion or be presented at a conference and in all other ways of delivering scientific knowledge beyond the lecture room and academic writing. There are numerous sectors of economy where such work could be easily adapted or applied.

In addition to it, the era of the personal brand is in the air. People today, both in and outside the academic world, expect from a scholar a strong, defined personal and scientific persona which stands for what is it that one believes, and which would influence future scholars, companies and organizations. Constant engagement in communication and professional circles, publications, presentations all these activities form a stable scientific image of a researcher. Building credibility and visibility results in receiving invitations and opportunities of different types.

The fear of public exposure, of negative criticism or of being perceived as unprofessional might keep some researcher at their comfort zone. Or they simply will wait for an "ideal moment". But nothing can move beyond being an idea, a piece of writing stored in some archive without being communicated to the world. Influence takes work.

Ultimately, the future belongs to those scholars who realize that science must be communicated in order to create value. No single research should be buried where it would be forgotten. Instead it should shape the scientific discussion, impact an industry or even bring solutions for common problems. Dissertation is not only a requirement, it represents research that, when promoted wisely, can influence your entire professional life, an entire industry and change the discourse on specific topics on global level. Those who are not afraid to take the leap and embrace the world outside the traditional institutions will emerge as the leaders.

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