Do's and Don'ts of a Successful, High-Impact LinkedIn Profile

With rapid growth of technologies and global communication, the value of a well-written, impactful LinkedIn profile cannot be underestimated. Millions of professionals daily tap into the platform looking for job candidates, vacancies, clients, and business opportunities.

Most likely, you already have a great profile you are proud of. Maybe you have been neglecting it for a while. Or you are a newbie who doesn't know where to start. In any case, take your time to look through this short guide and make the necessary alterations to your profile's content to always be on top. Do you have everything you need to succeed?

1. Use your profile for self-marketing

Don't treat it as a fill-in form, it's so much more than “just” an online resume! The latter is intended to be seen by recruiters and employers. LinkedIn is a worldwide network, be bold and creative to capture attention.

Do understand that each of us already represents a brand, and as we nourish and cultivate it, things start happening. First of all, answer these basic questions of personal branding:

What makes me different from others? How do I stand out?

Then fully express yourself and be prepared for the outcome. By following the steps below you can encourage others to view your profile, connect with you, respond to your posts, and send desired job or business offers.

2. Choose the right photo

Don't leave it blank. As LinkedIn suggests, a picture alone makes your profile 26 times more viewable. Create a positive image of yourself. Choose the right expression and smile. Don't make it too casual (no party-holiday pictures, goofy selfies, or exotic landscapes) and avoid distractive backgrounds. Invest in a professional photo. It's a professional network after all.

Don't upload sunglasses photos. Your face (that as recommended should occupy at least 60% of the photo) and especially your eyes become a primary focal point of the viewers. Are you a gangster trying to hide something? If not, take those goggles off. On the other hand, a pair of regular glasses is more than welcome.

Do choose a workplace photo. One that demonstrates any of your professional activities and attributes would perfectly match with your profile content. Or simply pick one that pictures you dressed for the job.

Do add a background image. It should align with your primary occupation and complement your photo, from graphic elements to colour scheme and design.

3. Make your headline stand out

Don't simply list your current positions, add some flavour to the headline. Blend commonly used job titles with your passions, interests and goals - you have as many as 120 symbols for doing it.

For instance, to Graphic Designer you can add Photoshop Guru or Outstanding Presenter

Asking “What am I best at?” would be a great starting point. Envision yourself in your favourite roles and choose the wording that best reflects it.

Don't use quirky words, use the terms understood by people of different industries and occupations. After all, your headline should be powerful yet make sense to everyone who reads it.

Do highlight your achievements here. Adding Award-Winning Salesperson, Top National Speaker, or Grant-Winning Researcher would do you a huge favour. Since it goes straight under your name and photo, think of your key accomplishments, and go ahead, don't be shy!

Do remember that it's the first thing people see before opening your profile, therefore it serves a purpose of your personal advertisements. Without exaggeration, a strong, catchy headline can determine your LinkedIn success, bringing you one click closer to great opportunities and awesome connections.

3. Provide current, authentic information

Don't create fake profiles. Name, location, photo and positions/jobs should be yours and be up-to-date. Moreover, I strongly recommend reviewing your profile at least twice a year to update it with new jobs, projects, accomplishments, endorsements, and recommendations.

Do add titles and credentials to your name. Ph.D, MBA, CPA, RN and other abbreviations referring to your education and training should definitely be included in the Name field.

4. Take time to write a powerful summary

Don't copy-paste the summary section from your resume. Don't duplicate your bio either. Use them as a foundation, remembering that your LinkedIn profile fulfils a broader function. A resume is expected to be concise. Here you have the possibility and responsibility to elaborate.

Don't just list your skills here, there is a separate section for it. LinkedIn Summary is a short narrative that tells your professional story, please make it interesting and exciting to read.

Don't use ambiguous, unclear wording or buzzword. Despite your best intentions, don't write “I will do anything to make my clients happy” to avoid receiving flirts instead of professional offers (this stuff happens too).

After calling yourself “effective” or “innovative”, provide specific examples illustrating those qualities. And don't state the obvious – by having RN after your name, no need to pinpoint that you are a “licensed” or “certified” nurse.

About buzzword, keep in mind that each of us is a great communicator, a quick learner, a team player, and a result-driven leader with strong analytical skills. Unless specified in a vacancy description, try not to mention things already mentioned by everybody else. Try to stand out.

DO YOUR BEST TO WRITE A GREAT SUMMARY. Note, it is a quintessence of who you are, what you do, and why others should care. (Important! The first few words of your summary are visible before opening, so start on a high note to make people click and read the whole thing!)

• As Stephen Covey recommended nearly three decades ago, “begin with the end in mind”. What is your primary goal? Landing a dream job? Finding new opportunities, business partners, or start-up investors? Continuing to grow with the current employer? Trying yourself in a different role? Launching your own business? Upon doing some self-reflection, start crafting your summary keeping in mind its purpose.
• Begin with introducing yourself as a professional, including your primary experience and key qualifications. How long have you been in the industry? What took you to come where you are now? Demonstrate your expertise and be engaging.
• Tell the readers what motivates you, why you are passionate about this job, and why others should hire you/partner with you/use your services. Tell a couple of short stories on how exactly your top skills were utilized and what the outcome was.

Example: Being a forward-thinking strategist, I have turned an underperforming company into the industry leader. I empowered a team of 20 employees by creating a culture of productivity and mutual cooperation resulting in a 300% client portfolio expansion.

(Note: Unlike in a resume, here you should write in FIRST PERSON)

• In conclusion, provide your contact details that would make reaching you quick and easy. And don't go crazy, you mustn't exceed 2000 symbols.

Do list your accomplishments. Be as specific as possible, using strong action verbs to describe your achievements.

Example: Instead of saying, “Continuously increased company's profitability”, go with “Generated $50M revenue, surpassing annual goals by 15%.”

Don't forget to include your awards and other forms of recognition. Mention your high-profile clients (unless it's confidential). There is a place for your key project here too.

Do make it readable. Leave a space line after each 2-3 sentences. What would you read faster and easier, one 20-line paragraph or 10 separate 2-line notes? You may use bullet points and special symbols to highlight your entries, as needed. For better results, have a look at the profiles of top influencers and LinkedIn experts to create something similar. Upon completion, ask for feedback from trustworthy professionals.

5. Sort out your work history

Don't include long job descriptions and responsibility lists. It is pretty obvious that as a manager, you deal with organizing smooth workflow, training new hires, and ensuring high employee performance. Focus more on your unique duties and tell the readers what makes you a great manager who deserves a promotion/job offer.

Do provide an abridged version of your work history. List all roles and positions on each job. Use action verbs, numbers, percentages, and bullet points. Include keywords relevant to your targeted position, they will direct prospective employers/clients/business partners to your profile. Avoid “fillers” and be straight to the point, remember how busy your readers are.

6. Highlight your education

Don't forget to include the degrees you are currently pursuing. There is no future tense on LinkedIn, but you can still add the school and clarify your status. For instance, those about to graduate (say in 2019) can put “Candidate for Bachelor's degree...”

Don't omit unfinished degrees. If you have no other formal education, it is definitely worth mentioning. Specify your major, years at school, and coursework or classes relevant to your career aspirations.

Do update your education, especially if it dates back to the 1960s. In this case, it is vital to show that you regularly refresh your professional knowledge and upskill yourself. Demonstrate your commitment to continuous learning! Everything counts, including vocational trainings and online courses.

7. Take care of your skills, endorsements and recommendations

Don't skip any of your key skills. Those seemingly irrelevant at the moment may play an important role later in life, e.g. when you undertake a career change or decide to start your own business.

Don't hesitate to reach out and ask for endorsements. Assuming that by now you have connected to all your acquaintances (by importing contacts, sending connection requests, then connecting with their connections, etc.), take initiative and endorse people's skills. Then inmail a nice letter asking to do the same for you.

Do add as many skill as possible, because they serve as a primary source of keywords for search appearances. However, avoid ones that are too basic for your current professional level. For instance, for IT specialists or C-level executives mentioning MS Office would be a bit odd.

Do write recommendations for other people, and your colleagues, friends, and acquaintances will be happy to do the same for you. These little personal testimonials are so much better than references “upon request”, making your profile far more attractive.

8. Mind the importance of accomplishments

Don't hide your achievements. Every project you are proud of, everything that is measurable, quantifiable and worth people's attention should already be mentioned in your summary and experience. The “Accomplishments” section is suitable for more detailed descriptions.

Do tell a short story on each project and accomplishment, focusing on the specific results and positive impact. Since our ultimate goal is to be found by the right people, every detail matters, including projects, publications, languages, and organizations. Press the big blue “+” to check if you have it all.

9. Indicate your career plans

Don't include a career objective anywhere on your profile. It's very outdated and takes valuable space. Nobody is interested in your career goals anymore. Whatever you expect from your future employers, clients, or business partners - keep it to yourself. Instead of speaking about what you'd like to get, tell people about what you can give and how they can benefit from your contribution (see the summary section above).

Do clarify your Career Interests. This section is invisible for regular profile viewers but shows recruiters that you are open – your profile will appear in their searches. Here you can select Actively Applying status, targeted job titles, relocation options, type of jobs, and prospective industries.

10. Enhance your profile with media

Don't neglect adding videos, publications, and images that illustrate any of your professional activities. However, add only relevant media (no cooking vlogs unless you are a chef).

Do provide web links to your professional blogs, galleries, websites and channels. Whatever proves, mentions or highlights your expertise would do. LinkedIn is a good place to start creating your online portfolio.

(Note: Attaching your resume makes sense only if you look for a job.)

And last but not least, keep building your network of connections. Participating in meaningful discussions, joining professional groups, and adding value by sharing your expertise and engaging with other people's content will significantly increase your chances of connecting with like-minded professionals. Your LinkedIn journey has a great future ahead. Improve your profile to enjoy this experience in full!

Thank you for reading!

Look forward to your comments!

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!!! Contact me if you need professional assistance with writing your LinkedIn profile content!!!

And may success be with you!

Galyna Daniel,

Your #DreamJobGuide from #CareerPowers