How To Optimize Your LinkedIn Profile

You use social media for everything, right? You know what Aunt Sue is seeking recommendations for. Why wouldn't you use social media to help cultivate your brand and job search?

In today’s world of networking and business opportunities, a LinkedIn account is an essential tool. Professionals like you use it to cultivate business relationships, stay informed about industry changes, and find employment. Whether you’re interested in landing a full-time office gig or you’re on the hunt for more freelance clients (or both!), you need to know the ins and outs of LinkedIn success–and that starts with optimizing your LinkedIn profile for engagement.

LinkedIn is the new business card. In fact, many professionals would rather find you on LinkedIn than accept a tiny piece of paper they’ll lose on the way home from that business conference. Having a LinkedIn profile shows that you’ve put the effort in–and it gives you the opportunity to showcase more than a one-page resume.

You might have heard all about “storytelling” as a marketing buzzword. While brands throw it around a lot, it’s something a lot of them invest in, because people connect to the story of a brand. If you’re on LinkedIn, that also means you. You have your own brand and a story about how you got to where you are today.

You know how it’s tough for everyone (even professional writers) to complete those “about me” bios? That’s because we have a tough time understanding how others perceive us, and that can affect how we want to project ourselves to the world. The idea is to engage the reader: get them to want to read more and maybe even help you write the next chapter of your story.

Don’t even think of it as optimization when you begin drafting your profile. Tell people about who you are and how you got there–but emphasize how your story is yours–different from all the rest. That’s a unique selling proposition, and every professional should have one of their own.

LinkedIn is a networking website, but like Amazon, Google, and even Facebook, it’s also a search engine. We tend not to think of it that way since we usually use it to find specific things, namely people or job opportunities. Additionally, LinkedIn profiles get indexed on search engines like any other website, and chances are, your profile will come up in any Google search for your name.

Make sure you control the odds: you know Google will reveal it, so ensure the profile reflects who you are and how you want others to see you.

The other basic rules of search engine optimization apply here. It’s also worth mentioning that some potential employers will simply do a search for their keywords when they come across your profile, and if you don’t have those keywords, you don’t get a callback. Additionally, some job sites will filter your profile or send it to prospective employers as an attachment when you have your profile link connected–that means it goes through that same keyword finding process.

Extra Tip: Don’t be spammy, but add keywords to your profile and skills section judiciously. If you’ve told your story well, chances are you’ve already included a lot of the keywords you need–naturally. And that’s the beauty of brand storytelling.

Below are 3 specific actions you can take to show personality and skill that will help you gain more profile visibility.

1. Choose Your Headline Wisely

Your LinkedIn headline is an opportunity to shine. Most folks use it to highlight their current position, but what you should do–especially if you’re unemployed–is make that space work for you.

This is your chance to define yourself rather than having your work history define you. You can also include a bit about your aspirations here. If you’ve helped a brand start some social media accounts as an intern, you can define yourself as a “social media branding professional” on your title.

2. Include an Appropriate Photo

You might expect advice on super professional headshots here. While you can’t go wrong with a professional studio image, the real answer is that it depends entirely on your industry. If you’re a professional golfer, for example, a picture in golf gear would suit you. If you work in retail but you want an office job, you should consider dressing formally for your photo. Don’t default to “professional,” default to “appropriate” as it means for your industry and goals.

The most effective LinkedIn account profiles share a few common features:

• Direct eye contact – no sunglasses
  
• Include your head and shoulders, or your head to your waist in the frame (not just your head or a full body shot)
  
• Smile and show your teeth
  
• Use a bright background

Before uploading it, you should also label the image with your name, as that can help tell Google what to show people when they look you up in a search.

3. Eliminate Jargon

Take it from someone with a marketing background: jargon is the worst. It seems like everyone’s a “team player” who optimizes for “maximum efficiency and output with synergy.” That might be great–if you’re some kind of robot.

Instead, include some key stats and traits, such as “doubled average conversion rate with a low-risk advertising campaign” or “diplomatic personality.”

Keeping your LinkedIn profile up to date is crucial. Potential employers are going to disregard your profile if your headshot is clearly from 1995–and your experience ends there, as well.

In addition to including updated information about your employment, you should post status updates and articles to make it clear you’re aware of the latest industry trends. Plus, your connections want to know what you’re working on.

This also means professional development, which doesn’t have to be expensive. Take a free or low-cost course at Lynda.com or Udemy. Are you in marketing or a related field? Get HubSpot Inbound Certified for free and keep your certification current. This shows you’re making an effort to keep up with changes–a necessary skill for most positions.

Do you need an outside perspective to help you define your brand? I can help you with that–and together, we can apply it to your LinkedIn to make sure employers notice you and get an accurate picture of who you are; skills and all. Contact me today to set up an appointment.