Self-promotion may not feel natural to everyone especially if you consider yourself an introvert or have been taught to be modest since childhood. However, leveraging casual connections is vital for networking and achieving success.
New research featured in Scientific American builds on one of the most referenced research papers regarding the influence of acquaintances, “The Strength of Weak Ties” by sociologist Mark Granovetter. This recent study analyzed 20 million individuals on LinkedIn over a period of five years, corroborating that acquaintances played a more crucial role than close friends in terms of job seeking.
Tips for optimizing your LinkedIn profile
For expert insights on how to optimize your LinkedIn profile, we have consulted branding and marketing innovators like Jeffrey Davis, strategist and founder of Tracking Wonder Consultancy and author of Tracking Wonder: Reclaiming a Life of Meaning and Possibility in a World Obsessed With Productivity. “LinkedIn is currently the top social media platform for engaging in intelligent discussions related to work and life across various interconnected fields and industries,” notes Davis, who suggests viewing LinkedIn as a gateway to potential rather than just for self-promotion.
Here are eight actionable recommendations from the experts to help you maximize your LinkedIn profile:
1. Ensure your photo and header reflect your identity
While it may be tempting to hide imperfections with filters, it is not advisable. On the other hand, “Many individuals use outdated or fuzzy pictures that conceal their faces,” stated Hala Taha, founder and CEO of YAP Media. Taha suggests selecting a recent photo “with good lighting, clear view of your face, and a strong contrast with the background.” Taha also recommends incorporating “friend signals” such as an eyebrow flash, tilted head, and a smile. Additionally, Taha proposes organizing a mini photoshoot with a professional photographer for high-quality images. “This will also be advantageous as you will need attractive pictures to post on LinkedIn along with your content,” emphasized Taha.
Rachel Simon, founder and CEO of Connect the Dots Digital, views the photo header as a valuable branding opportunity. “If you are an employee, your marketing director would likely be thrilled to give you a graphic to use here. If you are a business owner, it’s imperative that you leverage this space to showcase your brand.” If you are uncertain about the message you want to convey, Simon recommends utilizing “an industry-related image or a photo of your city skyline—this can be beneficial for job seekers.”
2. Keep your headline straightforward
Avoid overthinking the perfect headline and focus on practicality. “LinkedIn offers a weekly summary of how many times you appeared in searches, even on the free plan,” shared Amy Ragland, owner of Luminary Financial Content LLC. Ragland advises reviewing your “search appearances and identifying the phrases used to find you—then incorporate those phrases into your headline. For instance, freelancers often debate whether ‘freelance’ carries a negative connotation. However, I am frequently discovered under ‘freelance writer’ and ‘financial writer.’ Hence, my headline states, ‘freelance financial writer.’”
3. Be transparent, not cryptic in your summary
Ragland suggests, “Clearly state what you do and who your target audience is, particularly if you offer services as a provider, consultant, coach, or freelancer. Write from the perspective of the reader: What benefits will they gain from collaborating with you or hiring your services? This is also an opportune moment to prominently display your contact details.”
Exercise caution with hashtags: Simon advises against using them in the body of your About or Skills section as LinkedIn is diminishing their impact by “restricting their visibility in certain areas and reducing their overall effectiveness.” Simon proposes inserting three to five hashtags at the end of the content post rather than within the text.
4. Utilize special features to your advantage
Curious about which special features are worth exploring? According to Ragland, “Many LinkedIn users fail to utilize the option to showcase media features on their profile. It is an excellent method to establish credibility and compile all your appearances in one location. You can also do this in your featured posts section.”
5. Maximize the impact of your skills
“Skills can be likened to the SEO of your profile,” explained Simon, highlighting that they function as a catalog of keywords and phrases you wish to be associated with and recognized for. Simon recommends listing a minimum of 50 skills and suggests including five to seven skills per role in the Experience section.
Additional tips from Simon include:
- Ensure the two most crucial skills are positioned at the top of the list.
- Omit irrelevant skills if you have switched industries.
- Stick to the predefined options provided by LinkedIn instead of creating your own.
Taha identifies two primary methods to showcase your skills. The first is under About in the Top Skills section, where you can exhibit up to five skills on your profile. The second method involves “integrating your actual About section with your skills, utilizing keywords that align with your expertise and history. While incorporating these skills, focus on providing measurable metrics whenever possible to underscore the tangible impacts you have made.”
6. Embrace the act of requesting what you desire
Requesting assistance might seem like a sign of weakness, but as Taha emphasizes, “Asking for help is a significant strength!” She points out that few individuals have progressed in their professional journeys without seeking aid from others.
Concerning soliciting LinkedIn recommendations, Taha recommends contemplating the audience you want to reach with these recommendations. “If you are a coach aiming to attract more clients, you may seek recommendations from clients. Alternatively, if you operate in a corporate setting and desire recommendations from former supervisors to enhance your job prospects, ensure you approach individuals who know you well and with whom you have left a positive impression.” For individuals closer to you, a direct ask might suffice. “For past clients or managers with whom you shared a strong professional relationship, consider holding off the request until you rebuild rapport and establish social credibility (i.e., by offering value, showing an interest in their life, etc.). If appropriate, you can reciprocate by crafting a LinkedIn recommendation for them,” recommended Taha.
7. Transform profile views into avenues for growth
Receiving notifications about profile views is a positive indicator, so why not leverage them further? Consider each profile view as an opening to new possibilities waiting to be explored.
“When individuals view your profile, they are signaling their interest in you and your work—seize this as an opportunity to engage with them,” advised Taha, who suggests crafting a response such as, “Hello [Name], I noticed you viewed my profile. It seems we share [connection point, e.g., same industry/interests]. Let’s connect and learn more about each other.”
It is essential to understand that you are not initiating the first move but acknowledging their interest. “Using this connection as a foundation for linking on LinkedIn is an excellent starting point. Once they accept your connection and you are now first-degree connections, you can further engage through direct messaging,” reminded Taha.
When engaging on LinkedIn, focus on long-term relationships rather than immediate results. Enjoy the process of discovering and interacting with new individuals. Davis advised, “Approach each day with the next three years in mind. Three years from now, someone may reach out and say, ‘I have been following your journey for the past three years.’”
In addition to broadening your professional network, LinkedIn offers endless opportunities to expand your horizons without leaving your home.
8. Develop micro-posting habits
Davis suggests, “Identify a topic or theme you wish to be associated with over the next 12 months—one that you aim to reshape the dialogue around or contribute to. Take one action daily: Pose a relevant query on your feed. Contribute to another individual’s feed in a constructive manner. Establish a connection with someone else contributing to the conversation each day.”
Taha recommends, “The most critical aspect is to post five times per week and prioritize easy post formats (like polls) that perform well. Attempt to batch the more challenging tasks such as selecting photos or creating videos and graphics.” Find moments to post during your morning commute or coffee break. She added, “Engaging with individuals commenting on your posts is equally important… and don’t overlook engaging with competitors on LinkedIn. While this may seem counterintuitive, it is a crucial step to get your competitors’ followers (who are likely your target audience) to notice your insights and hopefully follow you.”
