Using two samples of LinkedIn portraits from American (n = 480) and Israeli (n = 300) users, we found that most LinkedIn portraits adhere to popular recommendations found on the Internet. However, there were cross-cultural differences in the level of formality and adherence to popular advice, with Americans more than Israelis presenting themselves in a formal manner and in an appropriate location and position. Occupation categories did not prove to moderate the cultural effects on the portraits features. Future research is needed to generalize these findings to other cultures, geographical areas, religions, and occupations. These findings have implications for SNS users and recruiters.

ABSTRACT
 INTRODUCTION
 RESEARCH QUESTIONS AND HYPOTHESES
  Popular Advice
  Cross-Cultural Differences Online
  Occupational Differences in Online Self-Presentation
 METHOD
  Procedure and Sample
  Research Variables
 FINDINGS
  LinkedIn Account and Portrait Characteristics, and Adherence to Popular Advice - a Cross-Cultural Comparison
  Cross-Cultural Differences
  The Moderating Effect of Occupational Categories on Cross-Cultural Effects
 DISCUSSION
  Occupational Orientation as Moderator
  Managerial Implications and Future Research
 REFERENCES

• Iris Vilnai-Yavetz(Ruppin Academic Center, Israel)
• Sigal Tifferet(Ruppin Academic Center, Israel)
• Yarden Zloufe(Ruppin Academic Center, Israel)
• Yair Fishbein(Ruppin Academic Center, Israel)