How important is LinkedIn to your professional and/or small business success? Consider this: when someone Googles you, oftentimes the first thing they find is your LinkedIn profile. Try it and find out.
If you haven’t thought about LinkedIn for a while, you should. For some of us, using LinkedIn is second nature but for most that’s not the case. But the fact is, a solid LinkedIn page is vital to establishing one’s professional identity.
So here are a few tips and tricks to make sure that people like what they see on your LinkedIn:
1. Begin with the basics: You want to paint the most vivid picture of yourself as a professional that you possibly can. For starters, that means there should be no blank spaces to be found on your profile.
- Include all relevant contact information – email address, all social media pages, your business’s website, your personal website, etc.
- Create a custom headline. Your headline is what shows up to the right of your profile photo; in other words, it is likely to be the second thing people will see (your profile picture comes first) when they click on your name. Share who you are and what you’re about in a pithy, catchy way.
- Create a custom URL with your name in it. This builds your personal brand and helps connections find you with ease.
2. Beef up your profile: You want your LinkedIn profile to be robust and interesting. It is especially important that the first paragraph outlines exactly what you want people to know about you as it’s what people will see and read first (and what Google sees first). Your summary and work experiences should be crisp, free of error, and display a balance of personality and professionalism.
Make sure to add a relevant and attractive background photo, education information, and foreign language skills. It also really helps to use different types of media - PDFs, videos, links, etc. This makes your page much more visual and dynamic.
Be sure to add in any new and important skills to your page – the ones that best represent your most important strengths and assets. Don’t be shy about mentioning these skills repetitively throughout your profile; they are keywords that stand out to employers, connections, and customers alike. As you likely know, your connections will also be able to endorse you for those skills, at your request or by their own volition. Having a collection of skill endorsements on your profile looks impressive and will help your page get more views.
3. Keep it personal: Remember that your LinkedIn profile is a tool to build personalized human-to-human professional connections; it is not a formal resume. This may feel like a fine line to walk, as you certainly do want to showcase your skills and achievements in a professional manner but you also want to make sure that your personality shines through:
- Write in the first person, NOT third person. This helps keep things both casual and professional.
- Mention hobbies, family, etc. – things that keep you busy and happy outside of work.
4. Do not underestimate your profile photo: Your profile picture is one of the first things people see when they’re on your page (as is the case when walking into a room) and constitutes 19% of the total time recruiters spend looking at your page. Furthermore, your page is 14 times more likely to be viewed if you have a profile picture.
Make sure the photo is of you and you only (no friends, no logos) and that you are in front of a solid background. Also make sure that you’re not wearing sunglasses or anything else that distracts too much, that the photo resolution is clear and sharp, and, of course, that the photo is flattering. Smile. And here’s a great tip: If you aren’t looking straight at the camera, then make sure you are only slightly turned to the right – that is, toward the information on your profile. This is a psychological trick to direct people’s gaze toward your page instead of away.
5. Branch out: Once your profile is polished, then you can start adding new connections and branching out. Join LinkedIn groups that are relevant to you and your small business, make new contacts, and continue to stay active and network. It all goes towards making you and your small business more well-known.
LinkedIn is one of the easiest, most useful, and effective tools at your disposal to help grow your small business – if you take advantage of it.
About Steve Strauss
Steven D. Strauss is one of the world's leading experts on small business and is a lawyer, writer, and speaker. The senior small business columnist for USA Today, his Ask an Expert column is one of the most highly-syndicated business columns in the country. He is the best-selling author of 17 books, including his latest, The Small Business Bible, now out in a completely updated third edition. You can listen to his weekly podcast, Small Business Success, visit his new website TheSelfEmployed, and follow him on Twitter. © Steven D. Strauss.
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