The role of your LinkedIn profile is to grow your professional network, find new opportunities, and demonstrate your knowledge, expertise and experience to potential clients, partners or future employers.
And as you construct your profile keep this one thing in mind; you are creating an advertisement - with you as the product. So first decide who the primary target audience is and then present your profile accordingly.
- Introduce yourself
Uploading a recent photo of yourself will help to establish credibility and make a positive first impression.
A simple headshot that shows your face and upper body with a nondescript background works well and looks professional. In order for you to come across as comfortable and confident, look directly into the camera and smile - and first impressions matter, so it's recommended that you dress appropriately.
Avoid group photos, selfies, or photos with distractions such as pets or props.
- Considering including a well-designed cover image
Alongside your personal photo, the cover image on your profile is one of the first things that people will see when they visit your page. This is an opportunity to add more context and personality to your profile. Whether you choose to have an image that represents your industry, brand, or something that has more of a personal touch, it should be of high quality and visually engaging. Ensuring the right image dimensions helps too (1584 x 396 pixels).
You'll note that there is no cover image in the example profile shown here. In this instance the broker has decided to keep it simple and seek to focus the reader's attention on the headline sales proposition, using a white typeface against a dark green panel background to help the message to stand out. Decide which option is best for you when you come to update your own profile.
- Add a compelling profile headline (and optimise your Google ranking)
With a limit of 220 characters, it’s crucial that your headline is written in a way that really packs a punch. Put yourself in the shoes of your ideal customer and then ask yourself - what would they search for if looking for my services? Rather than simply sharing your job title here, a good tip is to use the headline to explain what expertise and value you bring to people viewing your page.
Try to get the name of your nearest town/city into your profile title. This can help to increase your Google ranking in any local search.
- Now use your 'about' section to substantiate your profile headline
Whatever you put as your profile title, you will need to back it up with proof in your about section. This is where you can give more detail about your experience, skills and potential value to the reader.
Also the about section of your LinkedIn profile is directly linked to the search tool, so using relevant keywords and phrases should help to make you easier to find.
And as with any strong marketing or sales material, ending your about section with a strong call-to-action (CTA) is a good way to invite potential clients, partners or employers to get in touch with you. You could open the door to a direct message, prompt them to visit your website, or simply send a connection request.
- Personalise your LinkedIn URL
Use the option of including your name in your public profile URL.
So instead of linkedin.com/67w84rj32wef09 you can change it to linkedin.com/in/johnsmith. This will help make it easier for you to be found both within LinkedIn and Google searches.
- Improve your Google PageRank with endorsements and recommendations
So far you've used your profile to talk about yourself, so now it's time to back it up with recommendations and endorsements. Start browsing LinkedIn for people you've previously done business with and ask for a recommendation. It's standard practice to reciprocate a recommendation so keep that in mind when asking. Also, find people who you've previously worked with and endorse them for their skills. This will usually be reciprocated as well.
Get recommendations from colleagues and employers who can speak credibly about your abilities or performance (think quality, not quantity). Ask them to focus on a specific skill or personality trait that drives their opinion of you. Make meaningful comments when you recommend others.
And don't forget your clients! It's also very valuable to connect with (and ideally to endorse) new clients. This helps to maintain their long term loyalty to your business as well as boost your credibility with prospective new clients.
- Continue to build your connections.
Connections are one of the most important aspects of your brand: the company you keep reflects the quality of your brand. Identify connections that will add to your credibility and pursue those.
The number of connections you have on LinkedIn is a golden number for sales professionals. More connections means more exposure to prospects. When you meet someone, search for them on LinkedIn and connect with them the same day.
- Additional ways to enhance your LinkedIn profile
- Follow companies that you’re interested in hearing from.
- Join groups that are relevant to you and your role.
- Read newsletters that will help you stay up-to-date with industry news and trends.