6 Ways to Level Up Your LinkedIn Profile for Personal Branding

Posting content on LinkedIn gets all the shine, but many don't realize that posting without optimizing your LinkedIn profile is a huge miss when it comes to boosting your engagement and conversion rates.?

In this week's edition of "Build a Brand," we'll cover 6 key areas of your profile to optimize to increase searchability, reinforce credibility, and prompt conversion conversations. I'm using the brilliant Dr. Natalia Wiechowski's profile as an example of someone who is getting the most out of her profile's features beautifully.

If you learn better by watching vs. reading, start with this video breakdown:

Now, let's dive into a part-by-part breakdown of profile features that can make all the difference and drive maximum impact for you.

1. Your Banner Image?

A banner image is that dazzling piece of real estate right above your profile picture where you can write and create anythingggg you wish to make your brand pop. It's confounding to me when people don't utilize this feature, as it is a massive game changer for your brand. It's one of the first things people see when they click on your profile, as long as it pops. Use this to briefly summarize what you do for your clients or employers. Show others your expertise and value. Use colors and imagery to show a cohesive brand. Canva has excellent, easy-to-use templates for this.

2. Your Profile Image as a Video

Not everyone knows you can record a short video to replace your profile image. The video allows interested parties to get a feel for your personality and what is important to you. By sharing a video, new connections and followers get a chance to hear your voice, understand how you communicate, or even be momentarily entertained. Use this as an opportunity to let people know how you carry yourself. Video does that better than any expertly crafted "about section" can.

You can tell Natalia has one because of the "blue circle" around her profile image. To upload your own video, use the LinkedIn app on your mobile device.

3. Creating a Name Pronunciation

Not many people "need" to do this, but the pronunciation widget is an opportunity to share a little bit more of yourself with those who are interested. It's a chance to have your voice heard and for your audience to sample your personality. You'll note Natalia has this because of the "speaker" icon to the right of her name.?As someone whose name is frequently mispronounced (It's spelled "Kait" but pronounced "Kate), I LOVEEEE this tool and wish more people used it.

4. Website Section - Set up a unique "Call to Action"?

While many have their website in their profile, few have optimized it by putting a unique "call to action" instead of their web address. This is a NEW LinkedIn feature. Dr. Wiechowski has used it as an opportunity to drive traffic to her Linkedtree. Link this to an offer you are pushing, a recent publication, or your Linkedtree to drive traffic in a way that aligns with your current goals.

5. The Featured Section

Many don't utilize the featured section to highlight their work, but this is the perfect place to do so. Did you provide wisdom to a massive, well-known company through a speaking engagement? Did you help revamp a process that drove a considerable increase in profit? Did you write a book? Put those accolades in your featured section. Use this to highlight your proudest moments and most impactful contributions.

6. The Experience Section

While most people use this as a resume of sorts, you can do more than just put in your past experience. Use this section to let others know how you contribute to the world. Did you have some volunteer work that stands out? How about a post that went viral and encompassed your values? Feature your LinkedIn article that shows your expertise brilliantly. This is more than just a resume section; it's an opportunity to show interested parties your worth (and how multifaceted you are!)

Remember, LinkedIn is continually rolling out new tools and tactics to allow people to amplify their personal brand. Use them! True story: I once had a prospect say, "I reached out just because you had a video for your profile image, and it's clear you know what you are doing." Now THAT's a return.

Looking for help in accelerating your personal brand on LinkedIn? Apply to join the Brand Accelerator Program , launching in October. You'll receive 30 days of content prompts, personal brand strategy and coaching from yours truly, and a cohort of other creators amping up their impact.