10 Tips To Optimise your LinkedIn Profile

So you want to be noticed on LinkedIn? 

Maybe you’re looking for a new role, trying to market your healthtech or biotech startup, trying to get more impressions on your content, or just wanting to engage more with industry peers and colleagues. Whatever the reason, your first step to LinkedIn success lies in optimising your profile. This ensures that anyone who stumbles across you immediately knows who you are, where your expertise and interests lie, and why they should trust you.

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We’ve assembled a cheat sheet of 10 easily implementable tips, to get you started on your way to LinkedIn glory.

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1. Max out LinkedIn’s features

LinkedIn rewards those who use all its features, so take full advantage of this by maxing out every section of your profile. Add your detailed work history, education, volunteer experience, and licenses or certifications, and use LinkedIn's tools like Skill Assessments, endorsements, and recommendations to add credibility. 

See anything else new while clicking around? Jump on it. Whether it’s verifying your profile or adding name pronunciation, fill in as many sections as you can to get your profile looking good to both visitors, and the algorithm. 

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2. Choose a great profile photo 

Your profile photo is your first impression, so make it count. Use a high-quality, professional-looking photo and remember this is one of the first contributors to your personal brand that people see, so use it to show an area of your professional life  that you want to be known for. Maybe you’re a scientific founder and have a photo in a lab coat; maybe you have an industry podcast and it’s you in front of a microphone or in a studio; if you’re a VC, get the Patagonia gilet out! You get the picture…

Remember, the point of a photo is so that people can recognise you, so make sure your photo is up-to-date, well-lit and – most importantly – looks like you. A lot of people green-screen themselves and change the background colour to something on-brand for their company or particularly recognisable, which can work well. Just don’t change it every week. Let people associate the way it looks with your content like a company does with a logo. 

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3. Optimise your headline

Your headline is prime real estate on your profile and is an area where a lot of improvements can be made. Firstly - appreciate the length of it and what can be seen in different places on LinkedIn. So often we see three dots before we know what that person even does or who they do it for. A good rule is to ensure you include keywords relevant to your industry to showcase your unique value proposition and highlight what makes you, you. Consider adding a personal touch by including a brief statement about your mission or what drives you, making it clear how you can help others or what you’re passionate about, but if it’s too long, Linkedin will truncate it. Make sure you’ve got the main value upfront which is seen in all circumstances.

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4. Use the banner image strategically

Your LinkedIn banner image is an opportunity to visually communicate something about your brand or industry, so get creative! You could choose a photo related to yourself or your field, or create a graphic that includes your company logo or tagline. You could even use the banner image to shout out your personal or company website. 

Just make sure that the image is of high resolution and doesn’t distract from your profile photo – keep the left-hand-side free of text – but rather enhances the overall aesthetic and message of your profile.

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5. Upgrade your ‘About’ section

The ‘About’ section is where you can tell your professional story. Start with a strong opening that captures attention, then highlight any key skills, experiences and motivations. You can use bullet points for clarity, or stick with more narrative prose. Regardless of which writing style you prefer, ensure this section is easy to skim, and builds up a clear picture of what you do, and why you do it. 

Bonus points: seed in industry keywords to improve your search visibility, and end with a call to action – whether it’s encouraging connections or offering your services.

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6. Showcase your ‘Skills’

Your skills section can really demonstrate your expertise to future employers and builds a picture of your unique skillset. Add all relevant skills, with a focus on those that are most valued in your industry. LinkedIn allows you to pin three top skills: choose these strategically to align with your career goals. 

Additionally, ask colleagues or clients for endorsements to strengthen your profile, and consider taking LinkedIn’s Skill Assessments to validate your proficiency, giving potential employers or connections more confidence in your abilities.

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7. Choose a good URL handle

A custom LinkedIn URL (or handle) makes it easier for people to find you and gives your profile a professional edge. Ideally, your handle should be your name, or a close variation of it, making it simple and memorable. If you’ve got other social media profiles, try and make this match across platforms, for better searchability.

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8. Consider creator mode

If you’re consistently sharing content on LinkedIn (or want some accountability to make sure you do), switch to creator mode to boost the visibility on your content. Creator mode turns your profile into a more dynamic, follower-centric platform – and makes it easier for others in your industry to discover your posts. It also allows you to add a CTA link of your choice, and may give you access to creator-only features, which Linkedin Live, Audio Events, and Newsletters have been.

A word of warning though: only opt for creator mode if you’re committed to posting regularly – at least twice a week – else face the wrath of the LinkedIn algorithm (don’t say we didn’t warn you)...

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9. Add featured posts

The Featured section is an excellent way to highlight your best work, as well as posts showcasing your key areas of expertise and unique tone of voice. Whether it’s a successful project, a media mention, or an insightful article, use this space to showcase content that exemplifies your expertise. This is also a great spot to feature any portfolio work – particularly for creative or freelance professionals. Anything in the featured section continues to pick up views and engagements long after you put it there from new interested new connections.

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10. Keep your page up-to-date

An outdated LinkedIn profile can give the impression that you’re not active or engaged in your professional community. Make it a habit to update your profile regularly, for example when you change jobs, complete a project, gain new skills, or have a significant work achievement. Regular updates not only keep your profile fresh but also signal to your network that you’re continuously growing and evolving in your career.