Sandra Long
Most LinkedIn users update their LinkedIn profiles when they have new information to add. Maybe it’s a new job or other experience. However, my challenge to you is this: think more strategically and incorporate your branding into your profile now. Be proactive for maximum benefit.
Personal branding is quite simple. It’s what makes you. It’s why people refer to or mention or remember you. Your brand demonstrates your unique value, vision, expertise, and personality. It’s why people wish to work with you. Your clients and partners aren’t just picking an employee of a company or alumni from a certain school.
I meet people every day who are amazing and accomplished in real life. Yet their LinkedIn profiles come up short. Don’t let that be you. Your profile should work for you on a continual 24/7 basis.
Consider the following elements and how you might now upgrade your LinkedIn presence.
- Purpose and Vision. What is your professional purpose? Are you trying to get clients or a new job? Are you looking for career advancement or new partners? Are you networking and learning? Once you are clear on your purpose, consider how you wish to come across online. Do you want to talk about it in your headline or About essay? Or do you want to be more subtle? Are people confused when they arrive at your page? Be open to sharing your professional vision about your industry or function or community. Some of my clients have an incredible professional journey combined with a charitable focus and vision. How do you position yourself now? Be strategic.
- Mindset and Values. Do you think of LinkedIn as an Amazon-like sales platform or a place to build relationships? How are you showing up online? I like to be known as a friendly, helpful expert, rather than a know-it-all type of expert. I have the mantra “Be the Friend First” which means I am there to support others. I will comment, like, refer, endorse, and introduce. My personal mantra is part of my brand. It’s in my profile and in all my LinkedIn books and classes. What do YOU stand for? What are the important values you wish to convey?
- Specificity. Be very specific about your skills, experience, values, and expertise. Use specific keyword language to share your capabilities on LinkedIn. You create your own headline. Are you a “Chief Financial Officer” or known as a “Chief Financial Officer | Specializing in Healthcare Compliance”? Or are you “Chief Financial Officer | Healthcare | Scout Leader”?
- Visual. Everyone needs a current headshot. Beyond that, upload a relevant and interesting background banner that ties into your personal brand or expertise. Upload other images and videos into the Featured section and under Experience. Your visual image needs to match and enhance the written words on your profile.
- Personalizing, Personality, and Personal Interests. Write your entire profile in the first person. This is a friendly and modern way to present yourself. It’s also great to interject a bit of your personality and personal interests without going overboard. People connect with people they like especially when there are common interests. So how do you do that? Incorporate a few personal interests or hobbies at the end of your About essay. When you post, be sure to add your perspective or insights. No one wants to read a strictly factual post or article that doesn’t include a few of your thoughts or ideas.
It’s up to you to craft the optimal digital presence that is comfortable for you and appeals to your desired profile readers. Create a long-lasting memorable impression as if your career depends on it. Take the time to upgrade your LinkedIn profile today.
