Another LinkedIn Newsletter About LinkedIn. Great.

A few months ago, I started offering LinkedIn profile optimisation sessions as a service.

I’ve used the platform for well over a decade now and as someone that spends the best part of eight to nine hours a day on LinkedIn (it’s not a brag, it’s bloody embarrassing), I’d like to think I’ve got an eye for what makes a good (or at least a fully optimised) profile when it comes to giving yourself the best chance of finding work.

I’ve conducted over twenty consulting sessions in the last two months and I’ve noticed a couple of common trends that I found really interesting…well, as interesting as common trends on LinkedIn can be anyway ????♂?

I'm not one to miss an opportunity to convert anything and everything into some form of content so I’ve listed a few below. You may be able to relate to one, or potentially all of them.

People don’t have a clear idea of what they want from LinkedIn.

“What do you want your profile to do?”

It’s the first question I ask people at the start of our session. Whether it’s finding full time employment, contract work or candidates to hire, profile optimisation only works if you’ve got a goal to work towards. Think of it as the North Star that everything else is built around and if you can’t think of something, it might be time to deactivate your profile. Take some time to define what your goal is…now…go…do it.

People struggle to describe their value proposition

Being able to explain what it is you do in a concise way is a powerful skill. Not only when it comes to your LinkedIn profile but in interviews, networking events and Christmas parties too ("yes, tell me more about accounting please Stephen ??). Your value proposition should be a clear statement that explains how you solve problems, deliver benefits and showcases why someone should work with you. Getting it right is integral to optimising two other important areas of your profile so it’s worth investing time in.

People aren't comfortable ‘selling’ themselves

I get it. No one likes to come across like they’re bragging (unless you’re a prize arsehole) but there’s a pretty thick line between arrogantly singing your own praises and relaying your experience in a compelling way. Your ‘About’ section is, among others, a great piece of LinkedIn real estate to pitch your services or share information on career highlights so make sure you’re not just copying and pasting the summary section or opening statement from your CV. Make it original, engaging and include some CTA’s. ?

People assume that we'll know what to do when visiting their profile.

OK, so if someone’s on your LinkedIn profile you might think their options of what to do next are limited (and you’re kinda right) but if you’ve spent anytime on other social media platforms or…well…the internet in general, you’ll know that people’s attention spans are fleeting. Clear call to actions are the key to converting clicks to conversations (yup, I just came up with that myself??) and whilst it might sound simple, telling people to reach out to learn more about what you can for them just make sense. ?

?People are reluctant to post content.

“I don’t want to embarrass myself” “I’m worried what my colleagues might think” “I don’t want to come across like one of those influencers”.

LinkedIn content can feel like a minefield. There’s plenty of conflicting messages out there on how to beat the algorithm. Plenty of job seekers turned job seeking experts posting carefully curated/ ChatGPT generated tips on how people can secure their next role. Plenty of, well, absolute bell ends ready to jump on a typo.

The thing is, an optimised profile is great. But by posting content, there’s a far greater chance that people will actually see it. Not only that but it’s a perfect chance to showcase your experience and convey that you’re credible in the space you operate in. ?

If anything you’ve read so far has resonated with you, you’re not alone.

In fact, with approximately less than 17% of LinkedIn users active on the site daily, you’re in the majority…which is why with a few tweaks to your profile and by daring to post some original content you’ve got a HUGE opportunity to stand out.

Use this edition of The Job Journal as some food for thought and if you need any additional help, you know where to find me.