Most
entrepreneurs and business professionals already have a LinkedIn profile, but
not all of us have succeeded in getting the most out of it. A common tendency
is to model one’s LinkedIn profile after one’s resume, but that is not
necessarily the most effective approach to attracting visitors and potential
contacts. After all, if your profile doesn’t stand out from the pack, why
should anyone gravitate to it?
Instead
of a rote summary of your qualifications, education, and experience, a
compelling LinkedIn profile should demonstrate your unique personality,
passions, and brand, and the practical applicability of your skill set.
A
professional-looking photo engenders confidence.
This
is really a no-brainer. People with LinkedIn profile photos tend to attract
more page views than those without, and a professional-looking shot (in focus
and with proper posing and lighting) conveys the impression that you’re both
competent and attentive to details.
Try
to portray yourself in a manner consistent with your professional brand and
desired message. Consider whether a smile or a serious expression is more
conducive to drawing the right people to your profile, whether you should wear
a tie or a jacket, whether your sleeves should be fully extended or rolled up,
what colour of outfit would be most appropriate. Even gestures that may seem
inconsequential—like the interlocking-fingers pose made famous by German
chancellor Angela Merkel—send body-language messages that can help to reinforce
your personal brand.
What’s
special about you?
Once
people have seen your photo, they’ll move on to your profile summary—which
should at least match the standard of the photo in terms of professional
quality and attention to detail.
Of
course, impeccable spelling, grammar, and syntax are indispensable here; if you
have difficulty in any of these areas, you may want to enlist the proofreading
skills of a trusted friend or associate. But there’s more to a great profile
summary than just getting those elementary technical details right. You also
need to communicate who you are and where you excel—preferably in a manner
that’s engaging and memorable, but also informative. Use simple, comprehensible
language, and be true to yourself.
Why
are you passionate about the work you do? What professional achievements are
you proudest of? And perhaps most importantly: what can you offer that would
help others to achieve their goals?
Expand
beyond the two-dimensional LinkedIn profile.
One
of the great advantages that a website like LinkedIn offers over a traditional
CV or job application, is the fact that it’s online. The dynamism of the
Internet offers you the opportunity to go beyond a static photo and written
summary, to not only describe what you can do, but to literally show people
examples.
If
you have YouTube videos, presentations, or multimedia files of which you’re
especially proud, link to those from your LinkedIn page. You can even record a
short introductory video in which you describe your strengths and passions.
Feel free
to allude to your life outside the office—within reason.
Social
factors often influence both hiring and client-relationship decisions. Most
people prefer to work with others to whom they can relate, and with whom they
get along. If you give the visitors to your profile an idea of your life
circumstances, your personality, and the activities you enjoy away from the
office, there’s a good chance that you’ll draw like-minded individuals to your
LinkedIn page.
But
use your discretion—the information you reveal will be visible to LinkedIn
users everywhere for a very long time.
Don’t
force people to hunt around for your contact information.
Prominently
display your e-mail address, Twitter handle, links, and any other contact
information you don’t mind sharing widely.
