Linkedin Know How with Heike Heemann

4 Must-Dos to Make Your LinkedIn Profile More Effective

Have you been online for years, but aren’t seeing the desired results? 

If you don’t come up in searches or people aren’t reaching out to you, you may have neglected one of the most powerful platforms for professional networking: LinkedIn. Think of your LinkedIn profile as “your brand”, not just your resume.

Ready to update your profile? Here are four Must-Do’s to help:

1. Post an up-to-date professional headshot. That doesn’t mean it has to be an image taken within the last 3 months. However, if you have made significant changes to your appearance (e.g. hair color, glasses) or your current picture is over 3-4 years old, it is time to update your image. After all, your picture is the first thing people see!

Besides, you want to ensure people recognize you off LinkedIn—at a Zoom meeting or at an in-person networking event post pandemic — based on your picture. If they can’t easily pick you out of a group of people your picture needs an update! 

Stay away from pictures outside of a business context (e.g. at the beach or a cropped wedding photo). Those pictures belong on other platforms.

Smile! When we smile, we are more approachable, which also applies online. People want to work with those they know, like and trust. A good headshot makes a difference.

1. Update your headline. Most people leave it at their current job title, which is auto-populated by LinkedIn. 

Like your headshot, your headline shows up when your profile appears in search results – not just on LinkedIn but on other search engines. Use this space to target your potential client. What would entice them to read more of your profile? 

Consider using a phrase like this: “Helping (your ideal client) to (what your client wants to achieve) by (the method you use to help them. For instance, 1:1 coaching). 

If you have space left, you can add other pertinent information. For instance, that you run a podcast, write a magazine column or have a passion outside of work that is relevant. An example might be a membership in Toastmasters International or Rotary. Use all of the 220 characters you have available if it makes sense.

1. Set your image and entire profile to “visible to everyone”. If you don’t, you are basically “hiding” on a networking site. 

Concerned about privacy? LinkedIn is a place to share your professional accomplishments, not your family secrets. It’s where companies search for vendors or employees, recruiters look for candidates, podcasters look for guests, etc. If you want to grow your business you need to be there and be visible. It is easy to change the privacy settings (back) and can be done in less than a minute. Do it now.

1. Show up. Like any other social media platform, LinkedIn “rewards” you for showing up by putting you higher up in search results (provided your profile is complete). LinkedIn actually tells you that this is important because on everyone’s profile there is a section called “Activity” where your recent public activities is displayed. Did you post content that would be of interest to your future clients, comment on someone else’s post or in another way interact with content? It shows up here.

You can build the best LinkedIn profile in the world but if you don’t come back to share information, interact with others’ posts, communicate via private messages or take advantage of other features of LinkedIn, the algorithm will lower your likeliness of being found. Make it a habit to interact thoughtfully at least once a week.

Think of LinkedIn like the “Google for people”. You want to show up in the first 10 search results when your potential audience tries to find someone with your background.  Put yourself in their shoes: How often do you go past the first page on Google to find something? Show up and participate in the conversations. 

Have you tried to find yourself via Google, Bing or another search engine lately? Check if your LinkedIn profile comes up – and if what does show up correctly reflects your current professional standing and goals.

To maximize the potential LinkedIn offers, follow the suggestions above plus update the rest of your profile regularly. Did you receive an award? Take on a leadership role in a not-for-profit outside of work? Achieve an educational milestone? Add them to your profile. LinkedIn should be the “Home of your professional reputation.” 

Feel free to link with me and ask for my “Most Important Do’s and Don’ts” document for additional tips.

We hope you’ve enjoyed Linkedin Know How with Heike Heemann. To learn more about LinkedIn profile optimizing, make sure you sign up for our newsletter and download our FREE Linkedin Profile Optimizer by clicking here.