creating an awesome, impactful & SEO optimized LinkedIn profile

Now, you’re probably wondering why when looking for a new role, you should always start with your digital existence as opposed to your CV, and that’s a reasonable enough question. However, logic dictates that in order for a company, whether that be a recruitment firm or an end client, to ask for your CV for a role they might be recruiting, they firstly need to be able to find you.

As the majority of jobs are not advertised, you have no way of sending a CV directly through a job portal for an open role, so you initially need to focus on passive visibility in order to be found. In the past, job boards were a standard and generally accepted way for candidates to be found by clients, however in today’s world, recruiters and talent teams are shifting away from job boards and focusing primarily on LinkedIn as a hunting ground to find amazing talent.

The talent pool on LinkedIn is far greater than any other platform, so why would a client go fishing for talent in a smaller pond when they have a resource like LinkedIn? The answer is they don’t.

In fact, more than 93% of digital recruitment and headhunting is now done via LinkedIn, meaning this is the first and most important place to start. With almost 1 billion members, it’s easy to see why.

Once you have built an incredibly effective and impactful LinkedIn profile, this can be a 24/7 shop window for clients to see your skills, experience, and capabilities for any given role they might be hiring. This means one thing. You have to get it right!

Firstly, we will explore some general tips for using LinkedIn and why it is such an important platform in your quest to land your dream job. Then we will move into more of the specifics and look at some detail into each part of your profile and how you should structure it to give yourself the best chance of success.

General Tips for Your LinkedIn Profile

Use Your LinkedIn to Tell a Story and Build Your Personal Brand

When you’re building your LinkedIn profile, you need to think about your personal brand and stay true to this throughout. Who are you and what do you want to be known for? What sets you apart from your peers in your industry? Once you know your personal brand, you can express it throughout in your LinkedIn profile and make yourself truly stand out in a highly competitive marketplace.

Your LinkedIn profile is your opportunity to give a broader description around your strengths and skill set so you have more room (than your CV) to showcase a wide range of experiences and skills which means a greater chance that there will be something in your profile that a viewer will connect with and want to explore deeper.

Know Your Audience and What Keywords Will Get Their Attention

As you craft your profile, think about who will be reading it—likely other professionals and recruiters in your industry. What will those people specifically want to see in a job candidate? Are certain technical skills the most important? Or certain experiences or qualities?

To help figure out the answers to these questions, follow a similar process to the one you would when writing or tailoring your CV. Pull up a few job descriptions for the type of job you have or would like to have and focus your keywords around the most commonly used in the descriptions.

Think about which ones apply to you and your experience and which specific words and phrases are being used to describe them: These are your keywords They’re likely what recruiters are searching for when they’re looking for people like you.

I have listed below some typical key words relating to the types of functions you might be targeting. These are only examples and you need to research what will be the most effective key words for your industry, function, role and level, and ensure they are present throughout your profile to increase visibility. 

Finance & Accounting

Budgeting & Forecasting, Finance Business Partnering, FP&A, Financial Accounting & Reporting, Taxation, Treasury Management, Internal Controls, Compliance, IFRS, GAAP, Month End, Financial Planning, Business Planning, Cost Control, Financial Modelling, Cash Flow.

Marketing 

Brand Management, Brand Equity, ATL / BTL, Innovations, New Product Launches, Digital Marketing, Consumer Insights, Activations, Social Media Marketing, Marketing Communications, Market Segmentation, CRM.

Sales

Sales Planning, Customer Relationship Management (CRM), Sales Forecasting, Negotiation, Key Account Management, Business Development, Competitor Analysis, Sales Metrics & KPIs, Sales Reporting, Presentations, Sales Training & Development, Lead Generation.

Supply Chain

Supply Chain Strategy, Inventory Management, Demand Planning, 3PL, Inventory Management, Supplier Relationship Management (SRM), Supply Chain Risk Management, Lean Six Sigma, Warehouse Management, Reverse Logistics.

HR

HR Policies & Procedures, Learning & Development, Employee Relations, Employee Communications, Performance Management, Total Rewards, Compensation & Benefits, Employee Engagement, Talent Acquisition, Talent Management, HR Transformation.

General Management

Strategic Planning, P&L Management, Leadership and Team Management, Change Management, Risk Management, Business Turnaround, Business Transformation, Stakeholder Management & Engagement.

After identifying your keywords, integrate them thoughtfully into your profile's headline, summary, experience, skills, and relevant sections. However, avoid excessive use. Ensure that your chosen keywords blend seamlessly with the rest of your content, avoiding the pitfall of cramming them in. Most importantly, refrain from merely listing keywords without context in your "About" section; instead, incorporate them meaningfully within your narrative.

Avoid Buzzwords

Buzzwords are the words you see all the time on LinkedIn and job descriptions, but that don’t necessarily say a lot about an individual. Think “innovative,” “driven,” “hardworking,” “effective,” “successful,” and “motivated.”

These words don’t mean anything by themselves, or they’re a given. Just because you claim to be something, doesn’t necessarily make it true and it’s worth remembering this from an employee’s perspective as they see these claims every day.

Consider whether a potential keyword or phrase requires additional context to be meaningful. Imagine if someone described themselves as "effective" or "innovative" – you'd likely want to know in what context or see evidence of it. While it's acceptable to combine buzzwords with specific keywords when appropriate, showcasing these qualities through tangible examples is a more compelling way to convey your message.

Which of these statements sounds best? 

Innovative and dynamic

Innovative and dynamic brand manager

Senior Brand Manager with more than 10 years of specialist experience within global FMCG companies and responsible for a number of new product innovations including XXXX.

Become a LinkedIn “All Star"

LinkedIn's algorithm favors users who maintain comprehensive profiles. Having a complete profile significantly increases your visibility in search results. LinkedIn categorizes profiles into different strengths based on completeness, with the highest level being "All-Star."

Whether you're applying for jobs on LinkedIn or elsewhere, recruiters and hiring managers will likely review your profile. A sparse, incomplete profile doesn't leave a strong impression. Moreover, each section of your profile presents an opportunity to incorporate keywords and weave a compelling narrative. Why miss out on such valuable chances while you're actively job hunting?

Focus on the Top Sections

Recruiters and professionals alike lead busy lives, and while a fully detailed profile offers technical advantages, it's unrealistic to expect everyone to read every word. To capture their attention effectively, highlight your key skills, experiences, and attributes prominently on your profile. This should include your cover photo, profile picture, headline, summary, and recent experience. Among these, your profile picture and headline hold the utmost importance, as they're the first elements visible to visitors.

For instance, if you've received a significant award or hold a crucial certification, don't wait to mention them in the "Accomplishments" or "Licenses & certifications" sections. Instead, incorporate them into one of your top sections, as high up as it makes sense. The same principle applies to your essential keywords—ensure they're not buried in the "Skills & endorsements" section but prominently featured where they matter most.

Now we have looked at some top tips for you LinkedIn profile, it’s now time to delve into the detail. As already mentioned, the more comprehensive profile you can create, the more chance you have of being found by both recruiters as well as talent acquisition teams when they are searching digitally for candidates like you. So with that in mind, it’s in your best interests to have a profile that is full of rich content that not only showcases what experience you have, but also has one eye firmly fixed on the type of position you are hoping to land.

Choosing the Right Profile Picture

Selecting the perfect profile picture for your LinkedIn profile is a pivotal decision, as it can significantly impact your professional image and networking opportunities. Your profile picture is often the first impression you make on potential employers, colleagues, and connections, so getting it right is essential. Opt for a high-quality, well-lit photograph where you present yourself in a professional manner. Dress in attire suitable for your industry to convey competence and reliability. Maintain good posture and a warm, approachable expression, exuding confidence and approachability. A clear, uncluttered background helps keep the focus on you. Remember, LinkedIn is a platform for showcasing your professional identity, so a well-chosen profile picture can help you stand out, build trust, and make a lasting impression on those who view your profile.

Your LinkedIn Banner Image

Selecting an appropriate banner image for your LinkedIn profile is equally as crucial as choosing the right profile picture. This image provides an opportunity to further convey your professional identity and leave a lasting impression on your network. Whether it's a company logo, recognizable products, or something personal, your banner image should align with your professional brand. Ensure it's of high quality and relevant to your field. A company logo can reinforce your association with a specific organization, while showcasing products can demonstrate your expertise and achievements. Alternatively, a banner image that reflects your individual interests or hobbies can add a personal touch, making you more relatable to potential connections. In any case, a well-thought-out banner image can reinforce your professional image and help you make a memorable statement on LinkedIn.

Write a Headline That Rocks

Your LinkedIn headline is a powerful tool to make a compelling first impression and enhance your discoverability on the platform. It's a brief but vital snippet that can be the difference between being noticed by recruiters, hiring managers, and talent acquisition professionals or getting lost in the crowd. To optimize your headline, use keywords that accurately reflect your skills, experience, and industry expertise. Think of the specific terms and phrases that are commonly used in your field, as these are what recruiters often search for. A well-crafted headline not only showcases your professional identity but also positions you as a top candidate in the eyes of potential employers. It's the first thing people see when they come across your profile, so make sure it's a concise, impactful representation of your qualifications and aspirations.

Make Your About Section Your Story

A compelling LinkedIn About section serves as your personal brand narrative, and its importance in making a strong impression as a candidate cannot be overstated. By thoughtfully crafting each of its sections, you not only tell your story but also optimize your visibility.

"About Me" provides a glimpse into your professional journey, giving context to your career choices and aspirations.

"Areas of Expertise" allows you to strategically incorporate industry-relevant keywords, thereby enhancing your profile's discoverability through SEO.

"Educations & Qualifications" showcase your dedication to knowledge and skill development.

"Languages" highlight your versatility in a global job market.

"Systems Experience" demonstrates your proficiency in essential tools.

"Sector Experience" illuminates your industry background.

"Designations" underscores your professional credibility and highlights potential roles you might be suitable for.

In an era where first impressions often happen online, your LinkedIn About section is your chance to shine, narrate your career journey, and get discovered by recruiters seeking your unique blend of skills and experiences. It's not just about listing facts; it's about telling your compelling story as a candidate.

Complete Your Introduction

It is essential to complete the smaller sections of your profile introduction as these are also areas that are “searchable” by clients and recruiters, so make sure you have all the information populated to drive your visibility and potential exposure,

Former Name: If comfortable, use this section to make yourself discoverable under names you no longer go by, such as a maiden name. You also have the option to choose who can see your past names.

Name Pronunciation: LinkedIn introduced this feature primarily through its mobile app. Consider using it if you have a lengthy, unusual, or challenging-to-pronounce name.

Location: By selecting a larger metropolitan area rather than a smaller city, this increases your visibility in search results. If you're planning to relocate, you can specify your target city and elaborate on this in your summary.

Industry: LinkedIn allows you to choose only one industry. If you haven't narrowed down your search to a specific industry, you can discuss additional ones in your summary as mentioned above.

Contact Information: Ensure you include your email address to facilitate contact by recruiters. It also holds some value to add your mobile number and you can make this only visible to contacts. This makes it easier for you to be contacted about potential opportunities.

Use the Featured Section to Highlight Your Best Work

Directly beneath the "About" section lies the "Featured" section, a valuable space that empowers you to spotlight media, links, LinkedIn articles, and posts at the forefront of your profile. This presents a prime opportunity to exhibit your skills and accomplishments that are particularly pertinent to your personal brand and LinkedIn objectives, as Wasserman suggests. If you possess an online portfolio, the "Featured" section serves as an excellent, prominently visible platform for linking to it.

Structuring Your Experience Section: Showcasing Expertise Over Achievements

Your LinkedIn experience section is where you delve into the heart of your professional journey. While it's tempting to focus solely on your notable achievements, it's essential to strike a balance between showcasing your experience and detailing specific accomplishments. Why? Recruiters and talent acquisition professionals often seek candidates based on keywords related to experience rather than specific accolades.

Rich Content for Experience: For each position you list, ensure you provide rich, detailed content that articulates your role's responsibilities, projects, and the skills you honed. Highlight the core activities that defined your daily work, emphasizing the knowledge and competencies you've gained over time.

Emphasize Experience Over Achievements: While achievements are undoubtedly important, your primary goal in this section is to convey your breadth and depth of experience. Don't merely list achievements in isolation; rather, embed them within the context of your broader role. For example, if you increased sales by 20%, explain how you did it and what it demonstrates about your experience in sales strategy and execution.

Keyword Optimization: Incorporate industry-specific keywords that reflect your expertise and the qualifications sought in your field. Think of the terms and phrases that recruiters might use when searching for candidates with your experience. These keywords enhance the discoverability of your profile, ensuring you appear in relevant searches.

In summary, structure your LinkedIn experience section to be a comprehensive reflection of your professional journey. While achievements are important, they are more impactful when presented within the context of your broader experience. By focusing on experience-rich content and incorporating relevant keywords, you increase your visibility to recruiters and talent acquisition professionals seeking candidates with your specific expertise.

Add Licenses, Certifications, Projects, Volunteer Experiences, Accomplishments, or Languages

Beneath the sections detailing your professional experience and educational background lie valuable spaces to highlight your unique qualifications and credentials. Are you proficient in another language? Have you earned prestigious awards or contributed articles to renowned industry publications? Are you certified in something unusual? Incorporating these elements into your LinkedIn profile not only distinguishes you but also introduces additional keywords that enhance your discoverability. However, it's essential to remember that if these skills and experiences hold significance in securing your next job, consider weaving them into earlier sections of your profile to ensure they receive the attention they deserve.

Display your Skills….. EVERYWHERE

Top of Form

Promote your skills strategically throughout your entire LinkedIn profile, not confining them solely to the "Skills & endorsements" section. As we discussed earlier, embedding them in your experience section is crucial, but it's equally vital to ensure your most pertinent and marketable skills find their way into your summary and headline. Furthermore, consider integrating them into your recommendations (more on that below) for a comprehensive display of your abilities.

Within the "Skills & endorsements" section itself, you have the liberty to list up to 50 skills. However, it's important to note that profile visitors can only see your top three. Hence, prioritize and select the most relevant and impactful skills for these featured slots. Additionally, leverage your professional network to secure endorsements from connections who can vouch for your proficiency in these areas. This multifaceted approach ensures that your skills shine throughout your profile, strengthening your online professional identity.

The Power of Recommendations

Fostering a robust culture of giving and receiving recommendations on your LinkedIn profile is instrumental in bolstering your online presence and visibility. Recommendations are powerful testimonials from colleagues, supervisors, or clients that not only enhance your reputation but also add a layer of credibility to your professional identity. They provide valuable third-party validation of your skills and achievements, which can make a profound impact on potential employers and connections.

When seeking recommendations, it's crucial to approach individuals who have firsthand knowledge of your work and can provide genuine insights. Remember to reciprocate by offering recommendations to those you have worked closely with as well.

To keep your recommendations current and relevant, aim to request or give them periodically, especially after notable projects or accomplishments, ensuring that they consistently reflect your evolving skills and expertise. In this symbiotic process of support and endorsement, you not only fortify your LinkedIn presence but also contribute to a thriving professional network that values authenticity and mutual recognition.

Don’t Forget the Interests Page

The "Interests" section at the bottom of your LinkedIn profile may often be overlooked, yet it holds significant potential in shaping your professional image. This section provides a glimpse into your passions, hobbies, and the subjects that drive your curiosity beyond your career. While seemingly personal, these interests can help create connections with like-minded professionals, sparking conversations and networking opportunities. Additionally, it adds a layer of depth to your profile, showcasing the multifaceted aspects of your personality.

Whether it's your love for volunteering, a unique hobby, or a dedication to a particular cause, the "Interests" section can serve as an icebreaker and highlight shared values with potential connections, making it an important yet often underestimated part of your LinkedIn profile.

Having understood the significance of a robust LinkedIn profile and how to structure it effectively, you're now primed to unlock the full potential of this powerful platform to propel your job search forward.

The next step is all about harnessing your newly optimized profile to elevate your exposure, enhance your presence, and amplify your visibility on LinkedIn. These strategic tips and techniques will empower you to stand out in the vast professional landscape, making your journey toward finding a new job not only more efficient but also more impactful. With the right approach, you'll navigate LinkedIn with confidence, opening doors to exciting opportunities and connecting with professionals who can help shape your career path. Here are a few top tips about how to fully maximize the potential LinkedIn has to offer your job search journey.

Get Your Settings Right

To strike the delicate balance between optimizing visibility for potential employers while keeping job-seeking intentions discreet, fine-tuning your LinkedIn settings is crucial. First, adjust your privacy settings to ensure that your profile updates, such as adding new skills or connections, are not broadcasted to your network.

Secondly, under the "Privacy" tab, switch off the "Notify Connections When You're in the News" feature. This prevents your network from being alerted whenever you engage with job-related content. Additionally, set your job-seeking preferences to "Open to new opportunities," which privately signals to recruiters that you're open to opportunities without broadcasting it to your current company.

By skillfully configuring these settings, you can enhance your visibility to potential employers while maintaining the confidentiality of your job search within your current organization.

Link Your CV to Your LinkedIn Profile

Linking your LinkedIn profile to your resume and embedding a copy of your CV through the media tab offers a multitude of advantages in today's digital job market. Firstly, it provides employers with a comprehensive view of your professional background, offering a seamless way to cross-reference your LinkedIn details with your formal resume. This not only reinforces the accuracy and credibility of your profile but also ensures consistency in your online and offline representations.

Moreover, embedding your CV directly on your LinkedIn profile demonstrates transparency and professionalism, allowing potential employers to access your full qualifications and experience instantly. It simplifies the application process, making it easier for recruiters to evaluate your suitability for a role and further enhancing your chances of making a strong impression in the competitive job landscape. This is something we will also look at in the CV modules to come.

Being Active on LinkedIn Pays

Being an active user on LinkedIn is a strategic move when you're on the hunt for a job, offering numerous benefits, notably increased visibility and exposure to recruiters and potential employers. After all, there’s no point going through all this work on your profile to suddenly stop and waste all your efforts. Now you have an awesome profile, you need to use it to your advantage.

Active users often find themselves in the spotlight of professional networking, as engaging with the platform regularly keeps your profile relevant and accessible. Posting updates, sharing insightful content, and participating in discussions within your industry showcase your expertise and passion.

To maximize the benefits, aim to be active on LinkedIn at least a few times a week. Engaging consistently helps keep your network engaged with your profile and positions you as a dynamic professional, making you more likely to be discovered by recruiters looking for candidates with your skills and experience. So, whether it's sharing articles, connecting with professionals, or participating in relevant groups, staying active on LinkedIn can be a game-changer in your job search journey.

Profile Views: By actively maintaining your LinkedIn profile and engaging with the platform regularly, you can experience a substantial increase in profile views. For instance, users who post consistently and engage with their network might see a 50% or higher rise in profile views compared to those who are less active.

Connection Requests: Being an active user can boost your connection requests significantly. Engaging with your network by sharing valuable content can lead to a 40% or more increase in connection requests from professionals interested in your field.

Recruiter Reach: Recruiters often search for candidates on LinkedIn using specific criteria. By maintaining an active presence and optimizing your profile, you could increase your chances of being contacted by recruiters by up to 60% compared to passive users.

Content Engagement: Sharing relevant content and actively participating in discussions can amplify your content engagement rates. An active user might experience a 70% or higher increase in likes, comments, and shares on their posts compared to those who seldom engage.

Job Opportunities: Consistent activity on LinkedIn can lead to a significant boost in job opportunities. Active users may encounter up to a 50% increase in job offers or interview invitations compared to those with less active profiles.

These figures illustrate how being proactive and engaged on LinkedIn can have a quantifiable impact on your visibility and career opportunities within the platform.

Make Connections & See Results

LinkedIn is undeniably the foremost platform for networking, and it reigns as the number one tool for job seekers for good reason. It offers a unique digital landscape where professionals can connect, engage, and expand their professional circles globally. When actively seeking a job, LinkedIn's power lies in its ability to foster meaningful connections that can lead to career-changing opportunities.

Requesting connections on LinkedIn is a fundamental step in leveraging the platform's networking potential. However, it's essential to approach this process thoughtfully and strategically. Here are some key guidelines:

1.        Target the Right Connections: Prioritize connecting with professionals who align with your career goals. Look for individuals in relevant companies, industry sectors, and peer groups. Connecting with those who share your interests and expertise increases the chances of mutually beneficial relationships.

2.       Personalize Your Invitations: Customize your connection requests with a brief, polite message that explains your intent. Mention common interests or how your connection could be mutually valuable. This personal touch demonstrates sincerity and enhances the likelihood of acceptance.

3.       Engage Before You Connect: Before sending a connection request, engage with the person's content by liking, commenting, or sharing their posts. This establishes familiarity and increases the likelihood of a positive response when you send a connection request.

4.       Follow-Up and Nurture Connections: Once you've connected, don't let the connection go cold. Engage with your connections by sharing relevant content, sending occasional messages, or even arranging virtual coffee chats. Building and nurturing relationships is key to leveraging your network effectively.

5.       Join and Participate in Groups: LinkedIn groups are excellent forums for networking within specific industries or interests. Join groups relevant to your field and actively participate in discussions, demonstrating your knowledge and eagerness to collaborate.

6.      Be Respectful of Boundaries: Not everyone you connect with may be immediately willing to assist with your job search. Respect their boundaries and the nature of your relationship, and don't rush into requesting favors.

LinkedIn's significance in networking and job searching cannot be overstated. Thoughtful and strategic connection requests can help you expand your network, connect with professionals who can support your career aspirations, and open doors to new opportunities. By approaching LinkedIn networking with care and purpose, you'll harness its potential as the ultimate tool for your successful job search. We will delve deeper into using LinkedIn for networking later in the modules.

Join Groups & Think Tanks

Joining LinkedIn groups and think tanks is a savvy strategy to boost the success of your job search. These forums serve as dynamic hubs where professionals gather to discuss industry trends, share insights, and exchange knowledge. By becoming an active member, you immerse yourself in a community of like-minded individuals who are passionate about your field.

This not only keeps you informed about the latest developments but also allows you to network and engage with professionals who may have valuable connections or job leads. Joining such groups and think tanks can enhance your visibility, expand your knowledge base, and ultimately, position you as a knowledgeable and well-connected candidate, significantly increasing your chances of finding your next job opportunity.

Start Posting & Getting Yourself Seen

Posting compelling content on LinkedIn is a game-changer for your job search. It catapults you into the spotlight, enhancing visibility and bolstering your credibility within your industry. Consistent and engaging posts not only showcase your expertise but also keep your network informed about your professional journey.

Share industry insights thought leadership pieces, or success stories to establish yourself as an authority in your field. Don't hesitate to incorporate personal anecdotes or experiences, as they humanize your profile and make you relatable to your audience. LinkedIn's algorithm rewards valuable and relevant content, so aim for posts that spark discussions, invite comments, and offer unique perspectives.

By sharing content that resonates with your network, you maximize exposure, increasing the likelihood of attracting potential employers and job opportunities while solidifying your reputation as a knowledgeable and engaged professional.

With your newfound insights into the pivotal role of LinkedIn in supercharging your job search, crafting a stellar, SEO-optimized profile, and leveraging it effectively, you're now well-equipped to embark on your journey toward professional success. LinkedIn serves as your digital gateway to the job market, amplifying your visibility and networking potential.

If you're currently looking for a new position and want to understand how NTS Group can help you land those all important interviews and job offers, reach out to us today and find out why we are the number 1 Career Transition Company in the region.

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