Building A Better LinkedIn Profile

To build a great LinkedIn profile, consider the following:

  • Upload a great profile picture

  • Add your pronouns

  • Set a background photo

  • Create a great headline

  • Tell your story

  • Sync your profile

  • Highlight your skills

  • Post relevant content

  • Stay kennected

  • Create a custom URL

  • Update your contact info

  • Request recommendations

Want some easy career advice? Build a presence on LinkedIn.

Your LinkedIn profile is a place to build your professional brand, showcase your achievements and skills, share content with other professionals, and connect with colleagues, business partners, and potential employers.

Aim to create a LinkedIn profile that’s complete, detailed, interesting, and readable.

You should consider your LinkedIn profile your online resume, with the same information as your regular resume and more.

Your LinkedIn profile is the most important aspect of your online professional presence.

Through the platform, you can connect with people in your network, from co-workers to people you meet at industry conferences.

Plus, it’s a way for recruiters to find you when they’re sourcing candidates. You can also expect hiring managers to view your profile before interviews.

Your LinkedIn profile is a professional landing page for you to manage your brand.

A LinkedIn profile is an excellent way for you to let people know who you are, what you stand for, and what you’re interested in.

Your profile is evident to all LinkedIn members who’ve signed in to LinkedIn.

However, you can control what appears on your profile, notifications to your network, and your profile privacy preferences.

Spend the time to make your LinkedIn profile as comprehensive and compelling as possible. Here’s how to make your profile stand out from the crowd.

Why Is Building A LinkedIn Profile Important?

A LinkedIn profile can significantly impact the shaping and building of your digital professional brand.

With so much of our professional lives now virtual, personal branding is of great importance.

Each task in this blog is designed to enhance your LinkedIn profile and help you become confident in navigating each profile section.

Since people and organizations globally use LinkedIn, a LinkedIn profile will help you get noticed.

An updated profile is a great way to ensure that the right people can find you at the right time. It’s also an excellent way to find job opportunities and connect with recruiters.

Once you’ve completed your profile, you’ll be more equipped to find jobs on LinkedIn.

How Do People Find Your LinkedIn Profile?

People come across your profile in a variety of ways.

They might be searching for employees at your company or in your industry, remember you from a conference and remind themselves about your work, or simply want to learn more about your accomplishments.

No matter how or why they end up on your LinkedIn page, however, a shared and simple goal: Your LinkedIn profile needs to capture — and keep their attention.

The better your LinkedIn profile, the better your chances of connecting with thought leaders, capturing the attention of other professionals, and finding new growth opportunities.

And while there’s no such thing as a “perfect” LinkedIn profile, you can get close to the mark with these tips.

There are a few steps you can take to help your profile stand out.

LinkedIn Uses Cookies For Personalized Ads

Personalized content and ads can include video recommendations, a customized YouTube homepage, and tailored ads based on past activity, like the videos you watch and the things you search on YouTube.

LinkedIn uses cookies and data to tailor the experience to be age-appropriate, if relevant.

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Your Profile Photo

If you don’t have a professional headshot to use, it’s worth the investment. With the huge numbers of people on LinkedIn, those without a photo are easily pushed aside.

Your Cover Photo

You can set a wider background photo with a cover photo that showcases more about you.

Here, it’s not as important that you (or your face) are in the shot, but you want to make it something that’s memorable and tells visitors more about you as a person.

If you’re a freelancer working from home, for example, you might include a picture of yourself in your office, hard at work.

If you’re a professional fitness instructor, you might opt for an action shot of you in the gym.

Add Keywords

Want your profile to be discovered by recruiters on LinkedIn? You need to include the right keywords for your profile – headline, summary, work experience, and the skills section.

This tells the LinkedIn algorithm that your profile is VERY relevant to the specific keywords used.

A Killer Headline

The default settings will fill this in with your current position, and that’s okay for starters — but it can be whatever you want.

You can re-write it to promote an area of expertise or let your personality shine through.

If applicable, it is appropriate to mention key professional certifications, bilingual skills, or key accomplishments. Select an industry, because recruiters often use that field to search.

No rule says the description at the top of your profile page must be just a job title.

Use the headline field to say a bit more about how you see your role, why you do what you do, and what makes you tick.

If you’ve got sales reps at your company who are on the ball with social selling, then take a quick look at their profile page headlines for inspiration.

They will almost certainly have more than their job titles in there.

If you’re unemployed, there are several strategies you can use to present your current employment circumstances.

Carefully consider options before you decide what to include and when you should update your profile.

Add A "Particular Set of Skills"

Adding relevant skills is one of the quickest quick wins on LinkedIn – scroll through the list of skills and identify those that are relevant to you.

A list of relevant skills on your profile helps showcase your abilities to other members, like your colleagues and recruiters. It helps others understand your strengths.

Once you add your skills, your connections can endorse them.

If someone endorses your skills, it will increase the likelihood of you being discovered for opportunities related to the skills you possess.

Focus on the skills that highlight your strongest assets and are most relevant to your career goals.

Another approach is to read your past job descriptions or the job descriptions of jobs you seek. Include any keywords you find that are relevant to your skills and experience.

You can also take assessments for the skills listed on your profile to showcase your proficiency.

A good rule of thumb: Would Liam Neeson approve?

Write A LinkedIn Summary Representing Your Personal Brand

The “About” section of your profile should express your mission, motivation, and skills to people who view your profile.

You should limit the LinkedIn summary to one or two paragraphs while filling this section. You can use bullet points if you’re not comfortable with writing paragraphs.

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The Experience Section

Think of the experience section as a bigger, better, more interactive version of your resume—the place to share what you’ve done and how well you’ve done it.

One great thing about LinkedIn is that there is no one-page limit holding you back.

With this in mind, a neat trick is to break down your position into multiple positions, especially if you take on very different responsibilities within the same role.

Don’t go crazy and add 10 different descriptions for every little thing you’ve ever done, but two or three will suffice.

The important thing to consider here is highlighting the responsibilities that align with your brand.

You can include your work on SlideShare, blog posts, and other media for each position. Of course, be extra thoughtful of what media you share and how it connects to your brand.

Pictures will be the most eye-catching part of your profile, so ensure you’re featuring on-message content.

You can also include relevant volunteer work or school projects in your experience section and the dedicated “Volunteer experience” and “Education” sections lower down on your profile.

As a tidbit, write in the first person. Your LinkedIn profile is supposed to sound personal and sincere. The third person sounds “fake” and machine written.

Adding Services

Services is a new LinkedIn feature that helps consultants, freelancers, and those working for smaller businesses showcase the range of services they offer.

Filling out your profile’s “Services” section can boost your visibility in search results.

Update Your Contact Info

If your contact info is out of date, you may miss opportunities.

While some recruiters and connections will use the built-in LinkedIn messaging platform, others prefer emails or phone calls.

You should add your email address here so recruiters can reach you, but phone numbers and addresses are more common for those selling services on LinkedIn than for individual job seekers.

By keeping your information current, you increase the chances of getting connected.

Add Your Interests

Yes, LinkedIn has an interests section. And no – this is NOT what will land you your next job. But it WILL help you with showing some personality on your profile.

Let’s say, for example, you’re a senior hardware engineer interested in working for a space travel company.

You could include Nasa, SpaceX, Blue Ocean, and other space companies in your interests.

If sustainability is a core value of yours, or if you speak three languages and believe in the value of global experiences, include it. It’s also OK to be opinionated about issues in your field.

Don’t be radical (that never makes you friends—or gets you job offers), but know that people will be more interested in you if you have a real point of view.

Share Relevant Content From Your LinkedIn Feed

Stay on top of what’s happening and, better yet, share what you’ve learned!

It’s one thing to have a network of connections on LinkedIn – it’s far better to have an active role in that network, appearing in your connections‘ LinkedIn feeds in a way that adds value for them.

Sharing relevant content with your network is one of the most accessible ways.

By regularly posting links to interesting articles, thoughts on what’s happening in your industry, or even your work, you’ll show anyone who views your profile that you’re knowledgeable about current events and trends in your area of expertise.

Publish Long-Form Content

The more you share and comment on content, the more you establish your expertise and thought-leadership credentials on LinkedIn.

Publishing long-form posts are the natural next step to take. A great starting point is to monitor your response to your comments and shares.

Are there particular subjects and points of view that seem to resonate with your network?

Comment On Posts

Well-expressed comments also enable you to share a broader range of content. It might be that you don’t agree with a point of view but still find it interesting, for example.

A comment that can express that viewpoint starts to establish your opinion and thought-leadership.

It’s also more likely to draw additional comments, raising your profile across LinkedIn.

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Request Recommendations From Your Connections

People write recommendations to recognize or commend a connection, such as a colleague, business partner, or student.

There’s no limit to the number of recommendations you can request for. Once you accept a recommendation written by a connection, it becomes visible to your network by default.

Send & Receive Endorsements

Endorsements from other members substantiate your skills and increase your credibility. How do you get endorsed on LinkedIn?

For starters, go through your network and identify connections who you feel genuinely deserve an endorsement from you – that’s often the trigger for people to return the favor.

Don’t be afraid to reach out with a polite message asking for endorsement for a few key skills as well. Remember, though – relevance matters.

For endorsements, add around 10 skills that best reflect the skills and experiences you want to be most known for.

Delete any off-brand endorsements (for example, if your first job was in finance but you’re focused on building a business development career now, you might not want “accounting” listed).

Ideally, you should also rearrange endorsements in an order that aligns with your brand.

Be proactive in managing the list of your endorsements using the edit features in the “Skills” section of your profile – you can choose which to show, and which to hide.


This point might seem like a given, but you would be surprised how many LinkedIn users make a profile, and that’s it.

At its core, LinkedIn is a professional networking platform. Meaning, that it’s OK to add people you haven’t met in real life – that’s what the platform is for!

Feel free to add recruiters, HR specialists, and hiring managers in companies you want to work for to your network.

One of the easiest yet most relevant ways to grow your LinkedIn network is to synch your profile with your email address book.

This enables LinkedIn to suggest people you could connect with.

It’s amazing how effective this can be at surfacing relevant people for you to reach out to – and no connection requests are sent without your permission so that you can vet all of the potential connections.

Connections That Matter

Big networks are great. However, networks that are too big can take focus away from the primary purpose of your profile.

Connecting with like-minded and skilled individuals to expand your industry impact and potentially advance your career. The result?

Make sure to curate your network occasionally, so your profile remains aligned with your goals.

Creating A LinkedIn URL

LinkedIn will automatically provide a LinkedIn profile URL, but it’s useless if you wish to be found easily through search results.

You can promote your profile to show up better in search engine results by creating a personal URL.

Your public profile is a simplified version of your complete LinkedIn profile that appears in search engines and is visible to everyone.

You can also create a badge for your public profile that you can add to your online resume, blog, or website from the public profile settings page.

Re-Work & Tweak With Feedback

Get external feedback: What do other people know about you? What do they think makes you unique among others they’ve worked and interacted with?

This initial groundwork can take time, but once you’ve done it, see how you can connect your self-perception, the perceptions of others, what makes you compelling, and your promise of value.

Then (and here’s the fun part), figure out how to roll it all up in one sentence—a pithy, one-line, statement that sums up your brand.

You might want to keep tweaking after you get feedback. And, regardless of how perfect you get this time, you’ll want to keep updating it to ensure your profile stays current.

Don’t let your profile sit idle for too long. 

In addition to regularly interacting with the site to make new posts and engage with new connections, it’s a good idea to regularly update your profile with new information about your current job or job-seeking status, new skills you’ve obtained, or projects you’ve completed.

Not only does this demonstrate consistency, but it also shows that you’re continuing to grow and learn — something prospective employers or partners are always looking for.

After all, the whole point is ensuring that recruiters and hiring managers are seeing the most up-to-date and best version of you out there. Too much to think about?

Don’t worry; we made you the ultimate LinkedIn checklist, so you cover all your bases.

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Make Your LinkedIn Profile Public

If you want connections to find you and recruiters to track you down, you need to make your profile public. It’s an easy process:

  1. Head to your LinkedIn page and click on the “Me” button under your profile picture at the top of the page, then select “View Profile.”

  2. Now, you’ll see an option for Edit Public Profile and URL — select this option, and you can toggle your public profile status on and off, and control who can see your profile picture.

For Additional Resources

LinkedIn Learning offers beneficial online classes anyone can register for and use to their advantage.

LinkedIn Learning offers various resources for your career path from job searching, career advice, interviewing, remote work, and more.

Here’s a course you can register for to learn more about crafting a profile on LinkedIn.

The Bottom Line

Once you’ve completed your profile, you’ll be more equipped for the job search on LinkedIn.

Build your network and track your professional milestones – Your professional achievements (new job, work anniversary, promotion, etc.) can be recorded and displayed on your LinkedIn profile.

It’ll help showcase your professional experience and achievements to other members who view your profile.

An updated profile opens the door to meeting new members and making connections.

Hop-On The Kennected Train

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