The Science of LinkedIn Profiles

I've been getting a lot of questions, especially from early career scientists about what makes a good LinkedIn profile. I've gotten so many questions that it's time to do a post and reach more people. If you're struggling with how to craft an effective LinkedIn profile, this post is for you.

Before you put together your LinkedIn profile, it is essential you understand two things. The first is who you are as a professional, as we're talking about scientists here...what kind of scientist are you? Do you slay dragons, battle the dead, and vanquish kings to achieve improved outcomes? Are you having a bad day and just want a funny way to visualize your work in the world? Then run with the imagery. Are you a scientist who prefers to be identified by your title or disciple...then use biochemist for hire as the foundation of your identity. There are no rules, but you should create an interesting personal brand...stay tuned for more on this.

The second thing you need to understand when you're crafting a LinkedIn profile, is what the purpose of LinkedIn is and if I were to add a 2B, how do you use Linkedin. LinkedIn provides the opportunity to connect with people on a professional level, but with more personality. You can form a deeper connection by sharing more about yourself and you can learn what value to add to your network when you understand who your partners are. In the old days LinkedIn was just a giant database of resumes, and one can argue it still is. However, the space can be used to present yourself as an expert and be found by recruiters. Wouldn't it be nice to have recruiters calling you, instead of trying to find them?

Your profile should clearly demonstrate to someone why they should hire you and what value you bring. If you're struggling with adding value to your networking partners, perhaps you need to examine what value you can bring and then determine how you can bring that to your network. The biggest value I bring to my network for example, is being able to build strategic alliances. Sure, I bring other value, some of it has even been applied to solving problems for my network, but I know the main reason people are in my network is because I know how to see patterns and connect them with good networking partners.

I could go on about purpose, but I'm sure people are falling asleep and just waiting for me to get to the point...so without further intro...I give you the science of LinkedIn profiles:

• A great professional photo. Don't include a photo of yourself with your dog, unless you're a scientist working with dogs. The picture should be of you and only you, but if you want to have fun and be in your lab or have your partner take a picture outside, go for it. As long as we see you head on.
• Headlines, Deadlines, Blow My Mind....use your personal branding statement in your headline or some variety. If you say you are a dentist, I see you as the last dentist I saw, maybe I am not inspired to call you. If you say that you help people improve the quality of their health by improving oral health, I'm more inclined to reach out. That is the beginning of an interesting story. YouTube has some amazing videos on personal branding, but if you're struggling, I've got a team happy to help you.
• The about section should provide an interesting professional story about you, and it should incorporate your brand. Do you think outside of the box to apply strategy? Use that in your about section. Describe your work in the way you would describe it at a party. Sure, include keywords for the ATS or recruiter search, but provide enough content that I am not bored and that I can see the value in reaching out to you.
• Experience is more than a list of tasks. Please stop saying things like attending conferences, answering the phone, as demonstrated by...this tells me nothing about what you have done. Say something like presented at 12 conferences to an audience of 12,000 and provided communication assistance to 400 individuals resulting in 25 new clients and an extra $2500, increasing the company bottom line by 25%. That is a much more interesting story, isn't it? We can all do this, regardless of what stage we are...just make it an interesting story that lets people see you.
• Education you can put media up for some of your projects from your academic life. Mostly, just including your education and if you want to do so, interesting stories is good enough.
• Other sections...there are other sections you can add to your profile, and if they help tell your story, add them.

Final thoughts on whatever you do:

• Use active language when you describe your experience.
• Make sure your keywords are appropriate.
• Build a resume to reflect the same type of information.
• Incorporate your personal brand to stand out in a crowd.

Need help? Drop me a note.