Linkedin Profile Optimisation - Presentation

This presentation offers actionable tips and strategies for optimising your LinkedIn profile to enhance visibility and professional branding. Learn how to craft compelling headlines, utilise featured media, leverage Creator Mode, and personalise your profile to attract the right connections and opportunities. Perfect for marketers and professionals looking to elevate their LinkedIn presence.

This was presented in October 2023.

1. Brian Martin
Marketing Consultant
Brian Martin
LinkedIn Profile Optimisation
Connect with me on LinkedIn

2. Above The Fold
Headline
Provide an overview of your
professional persona and ensure you
use relevant keywords.
220 characters maximum.
Location
Use the location in which you’d like to
do business, regardless of whether you
work remotely or in an office.
Contact Details
Ensure your contact details are
up-to-date and include links to your
website as well as any other
professional networks you use
e.g. Twitter.
Header Image
Be consistent and on-brand.
Utilise Canva to create a header image.
Recommended dimensions:
1584 x 396px.
Profile Photo
Ensure your Profile photo is a
professional headshot; head and
shoulders in frame and dressed
appropriately. Recommended
dimensions: 400 x 400px.
Cover Story
Include an intro, skills, workplace and
achievements. Present a professional
appearance and clear message. Edit for
quality.
Featured Media
Utilise the ‘Features’ section to
highlight the content you most want
people to see, such as your portfolio.
Vanity URL
Change your vanity URL to make it
easy to share your Profile.
Linkedin.com/in/yoururl
LinkedIn Profile Optimisation
Gender Pronouns
Choose your gender pronouns to
ensure your connections know how to
address you.
Name Pronunciation
Record a 10 second audio clip to
ensure your connections pronounce
your name correctly.

3. Creator Mode
More Ways To Engage
Creator mode provides you with tools to engage with your audience
including; LinkedIn Live, Audio Events, Newsletters and Follow link.
LinkedIn Profile Optimisation
Profile Topics
Add up to 5 hashtags to your Profile to show your audience what you talk
about most frequently.
Analytics
Monitor your performance at a glance to discover insights, including your
post impressions, followers, Profile views and search appearances.
Be Discovered
By turning on Creator mode, potential followers can find you and your
content across all LinkedIn pages.

4. Personal Service Page
Create Opportunities
This section allows Users to offer services outside of their Company page, to
connect with prospects from inside their Profile and communicate specifically
what they do.
LinkedIn Profile Optimisation
Set Price, Request Reviews, Upload Work Examples
Fill in as many sections as possible to help your connections learn more
about the services you provide.
Add Media To Further Illustrate Your Services
Add links, photographs and videos to your Service page to further
demonstrate the services you offer.
Additional Information
Add your work location, whether local or remote; add pricing structures in all
major currencies; and make sure to turn on ‘Reviews’ so everyone can see
what great work you do.

5. About
Add Personality
Blend professionalism with personality
and make your Profile relatable and
memorable whilst maintaining an
appropriate tone.
Audience
Who is your Profile aimed at?
Prospective clients, employers or
colleagues? Align your ‘About’ section
to their needs.
Proofread
Ensure there are no errors and that the
Profile reads well. Polished writing
demonstrates your professionalism and
attention to detail.
Start With A Hook
Grab attention, highlight your
accomplishments and tell your story.
Highlight Your Value
Demonstrate your value: describe
skills, experiences, and qualifications
leading to your current position.
Keyword
Add your industry skills, expertise, and
boost your Profile visibility in searches,
to attract the right connections and
opportunities.
Call To Action
Encourage networking opportunities by
leaving a call to action that prompts
engagement.
Achievements
Spotlight your awards, quantifiable
projects, and demonstrate impact with
measurable outcomes. Link this with
the ‘Featured’ section.
LinkedIn Profile Optimisation
Update
Consistently update your ‘About’
section. Reflect your evolving career
through updates and achievements.
Future Goals
Share your career aspirations to help
others understand your path and
expand your network opportunities.

6. Experience
Description
Include a brief summary of your
responsibilities, achievements, and
skills.
Accomplishments
Add notable projects, results and
awards.
Add Media
Add relevant images, videos, links or
documents which showcase the work
you’ve achieved.
Job Title
Add your Job Title.
Company
Include names of companies you have
worked for.
Duration
Include all employment start and end
dates.
▪Don’t copy and paste your CV. Recruiters, prospective employers and broader
stakeholders prefer to see a Profile that reflects your dedication, showcases your
achievements and highlights your strengths.
▪Think strategically. You don’t need to have every single job you’ve ever held on your
LinkedIn Profile. Only include those with experience relevant to your career path.
LinkedIn Profile Optimisation
Top Tips

7. Education
Start And End Dates
Be specific regarding course dates and
duration of study.
Activities And Societies
Add clubs, organisations or
extracurricular activities you were
involved in, especially if they are
relevant to your career.
Description
Provide a brief summary of significant
projects, honours or relevant
coursework.
Institution Name
Include the name of any University or
College you have attended, to add to
your Profile.
Degree
Add the type of degree e.g. BA, MS,
Ph.D.
Field Of Study
Add your degree specialisations.
▪Ensure your education details are accurate.
▪Consider highlighting experiences that align with your professional goals.
LinkedIn Profile Optimisation
Top Tips

8. Licences &
Certificates
Issue Date
The date you received the certification.
Expiration Date
If applicable, include the date the
certification expires.
Certification URL
A link to verify the certification, if
provided by the issuing organisation.
Project Name
The official title as provided by the
issuing organisation.
Issuing Organisation
The accredited body or institution that
granted the licence or certification.
Credential Number
Some certificates come with specific
IDs. Include if available.
▪Only list certificates and licences relevant to your profession or industry.
▪This section shouldn’t be missed as it adds credibility to your Profile.
LinkedIn Profile Optimisation
Top Tips

9. Volunteering
Your Role
Your position or title whilst
volunteering.
Duration
Start and end dates of your
volunteering experience.
Description
The mission or objective of the
organisation, together with any
responsibilities you held, plus
contributions, achievements or impact
you made.
Organisation
The name of the non-profit, community
group, or entity, where you
volunteered.
Cause
The specific cause or category the
organisation serves (e.g. Environment,
Health, Social Care).
Location
Where the volunteering took place.
▪Volunteering experiences can demonstrate your values, dedication and broader skill set.
▪Make sure you include those that are relevant to your Profile and personal brand.
LinkedIn Profile Optimisation
Top Tips

10. Projects
Date
When you started and ended the
project.
Tag Colleagues
Tag LinkedIn members you have
collaborated with, if they’re part of the
project. This is a great networking
opportunity!
Media
Attach media, images, relevant videos
and documentation to showcase your
project outcomes.
Project Name
The title of your project.
Project URL
Provide a link to the project such as
your GitHub repository or website.
Description
Provide a summary detailing the
objectives or problem your project
addressed. Be specific regarding your
personal contribution and
responsibilities.
▪Prioritise projects that align with your current career goal, or demonstrate specific skills or
achievements that are relevant.
▪Be specific and outline your role and contribution to avoid ambiguity.
▪As you complete new projects, update your LinkedIn Profile.
LinkedIn Profile Optimisation
Top Tips

11. Skills
Endorsement
Your connections can endorse you for
these skills, validating your expertise.
The number of such endorsements can
serve as a testament to your
proficiency.
Link Your Skills
Link your skills to your work
experience, education and volunteering
sections.
50 Skills
Make sure you use all 50 skills to
maximise your LinkedIn Profile and
appear within LinkedIn search results.
Be Specific
List technical, soft, and hard skills e.g.
‘Data Analysis’, ‘Public Speaking’,
‘Project Management’.
Don’t forget to add valuable skills like
‘Microsoft Office’ as well.
Categorise Your Skills
Whether you decide to list skills
alphabetically or based on priority or
relevance, ensure they are organised in
a manner that is easy for readers to
understand and navigate.
Reflect On Your Experience
Align your skills to your career path,
experiences and achievements.
▪Endorse others. This can lead to reciprocal endorsements.
▪However, only endorse for skills you have genuinely witnessed yourself.
▪Avoid using terms like ‘Hardworking’ or ‘Team Player’.
▪Focus predominately on skills relevant to your experience.
LinkedIn Profile Optimisation
Top Tips

12. Courses
Course Number
This is optional. Not all courses will
provide a number.
Date And Duration
Specify the date you completed the
course and how long you attended.
Course Name
The official title of the course,
workshop or seminar you attended.
Associated Institution
The University, College, Training
Institute or online platform where you
took the course.
▪Only include courses that are relevant to your career.
▪If you haven’t had much exposure to upskilling, Open Learn provides several free CPD
accredited courses.
▪edX provides several credited certificates at affordable prices.
LinkedIn Profile Optimisation
Top Tips

13. Brian Martin
Get In Touch
[email protected]
Connect with me on LinkedIn
LinkedIn Profile Optimisation