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Building a LinkedIn Profile: Tips, Optimisation, Checklist for Perfect Profiles

LinkedIn is seen as the most credible social network, with 88% of people in Greentarget Strategic Communications social media study saying that they found content from the network to be trustworthy.

With more and more people embracing LinkedIn, specifically older professionals (40-60 years old), it is vital that you know how to optimise your profile to its fullest.

Before we get into that, why is it so important that you’re on LinkedIn? Well, let’s look at the numbers:

  • LinkedIn currently has 300 million members, with a new member signing up on average every two seconds
  • Each month LinkedIn sees over 187 million unique visitors
  • 40% of LinkedIn users check their profile on a daily basis
  • 44,000 daily job applications are submitted by LinkedIn on mobiles alone
  • 15 million profiles are viewed every day just on mobile phones

To ensure you’re making the most of this social network, you need to optimise your personal profile to its fullest.

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Optimising your personal LinkedIn profile

Picture: professional pictures are a must on LinkedIn. Smile too; it’s not a job interview (yet!).

Headline: instead of putting your job title here, put a summary headline as if you were describing yourself in a newspaper or book title.

URL: customise your URL so that it is sharable, avoiding ugly numbers at the end.

Summary: speaking in first person, tell the world who you are and what you have done in the past.

Experience: summarise your role and list your key contributions at each company.

Publications: list blogs, papers or anything else that you’ve had published.

Skills: list at least 10 of your core skills to allow others to endorse you.

Education: expand on your qualifications to tie into relevant keywords.

Additional info: list alternative ways with which people can get in touch with you.

Honours and awards: list them, show off and impress people!

Recommendations: secure as many recommendations as you can from past and present contacts.

In the LinkedIn infographic you will see that we have covered:

  • profile best practices
  • cover photos
  • picture tips and picture size
  • profile dimensions
  • profile formatting

Optimising your LinkedIn company profile

Much like your personal profile, your company profile or brand page should be optimised in the best possible way.

You need to ensure that you include a cover photo, a company statement, your connections, potential career/job vacancies and any affiliated company pages too.

Setting effective status updates

You should strive to achieve a 1.0%+ engagement rate on your statuses, meaning that at least 1 in 100 people that see your status click, like, comment or share your update. This is easier said than done.

When posting, be sure to keep it relevant to your industry niche, such as breaking news, trends, analysis etc.

Tip: limiting your status update to 50 characters could see your engagement increase by up to 28%.

Within your update you should include a call-to-action. This, most commonly, is a URL to drive people to your blog post, landing page or YouTube video.

When you add a link into a status update, a default description will be pulled in. You should edit this to keep it simple and reduce redundancy.

Target your post by narrowing down your audience by industry, role, region/city or company size.

Be sure to engage in conversation within your post’s comments section, posting is just the start!

Tip: if you’re posting from a brand page, LinkedIn does not allow you to respond to comments on behalf of the brand. Therefore, you should comment as yourself on behalf of the brand to answer any questions or comments people throw your way. 

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