12 Tips for Maximizing Your LinkedIn™ Professional Branding You Need to Know Now

NOTE: This article is kept current to account for changes to the platform over time. Last edit: February 29, 2024.

The genesis of this article was when I spoke for the Social Media Association at the Microsoft Store in Roosevelt Field, Long Island. The topic was: Maximize your professional branding on LinkedIn - Get ahead of their frequent changes. The tips below are based on the information I shared, and the questions I received, and I keep it updated with the many changes on LinkedIn.

The key thing for people to realize is that LinkedIn changes its interface and features frequently, and doesn't always announce it. People sometimes get a bit freaked out when they log in and it looks different than the day before. I've even had different experiences on different browsers.

1. Yes, you need a profile photo.

No one likes their photo, get over it. Really. No one wants to do business with an "empty head" icon. You need a professional image. Please don't use a photo from vacation with the people next to you cut off.

2. Making a background image will set you apart since not everyone has one. Think of it as your personal/professional billboard.

"But, I'm not a graphic designer," is the excuse I often hear. You can always hire a designer to make your graphics, not just for LinkedIn, but for all your social media. You can also use an easy, and free application like canva.com. Pick the custom dimensions button and enter 1584 x 396 pixels for a profile background image.

3. Think of your headline (text under your name) as your 220-character elevator speech.

By default, your headline will be your job title, but don't waste this space. Use it to start telling your story. It can be a single statement or multiple keywords and phrases. The format that works for many people is: I work with (insert your ideal client or industry) to (what do you do for them?). Do include the keywords that apply to you.

4. How to get special characters to use in your profile text.

LinkedIn doesn't natively allow formatting such as making text bold within your summary or job descriptions. This makes it hard to highlight content, so special characters can be helpful, as long as you don't overdo it. There are third-party tools that allow you to bold or italicize text, but be aware that this text is not readable by screen readers.

In addition to using all caps, dashes, pipes, bullets, or spacing, you can use special characters. If you look at my profile you will see I use a phone and an email icon at the start of my summary, and currently (I change things frequently) bullets in my headline.

You can access the hidden characters in different ways depending on your operating system and browser. In Chrome on the mac, for instance, you can access emojis and symbols under the Edit menu.

Learn more about accessing characters on the Mac here.

Learn more about accessing characters on the PC (Windows 10) here.

5. If your headline is your 220-character elevator speech, the About section is what you say when someone says, "Tell me more."

Your summary is the place to tell your story, express your passion for what you do, and be findable for appropriate keywords. You can share third-party stories or testimonials. If you are comfortable doing so, I also recommend sharing something personal but not private, such as: When I'm not working I like to....

Do write it in the first person. This is not your third-person bio.

Lead with the need, as in all writing online.

"Lead with the need" as in all writing online. In this case, only two lines of text from the Summary show up on your profile before the "see more" link to click. Those two lines need to be compelling enough to get people to click.

Also, people don't really read online, we tend to scan. Use short paragraphs, bulleted lists, and other techniques to make it a quicker read.

6. Use the Featured section and attach media to your current role under Experience.

The Featured Section is a wonderful addition to your profile. It allows you to highlight content toward the top of the profile, and it takes up more space than the former functionality of attaching media to your About section, thus capturing attention. It is prime real estate on your profile. Use it!

You can essentially pin PDFs, videos, articles, and even posts. That way, if you did a post a while ago that got great engagement and you don't want it to disappear because of newer posts, you can feature it.

In the image above I featured my LinkedIn Newsletter "Confident Connecting" (subscribe here), a replay to a webinar I gave called "9 LinkedIn™ Landmines" (Watch here), and a link to an article I was quoted in/interviewed for in Forbes (Read here).

You can also attach PDFs or links to videos or other content to your job role under experience.

Note: I'm not a lawyer and don't play one on TV, but I know you must have rights to upload a PDF or image and may need to pay for rights if it is from a publication.

7. Write articles, like this one, and post status updates about relevant topics.

You will get good exposure to your connections and their connections (your second connections) by sharing posts that highlight your expertise. The topic of content is large enough to be its own article, multiple articles actually.

A great thing to note is that when you write content here LinkedIn does not take the copyright from you. It is still your content. I told the attendees of my talk about a friend that wanted to write a book. He wrote a chapter at a time as an article. Then pulled them together, added the intro, conclusion, and some additional content... and there was his book.

The Newsletter feature it can be a wonderful way to share your thoughts. It's just like writing an article like this one except people can subscribe to be notified when you publish. Here is a link to mine: https://www.linkedin.com/pulse/how-planting-bulbs-perfect-analogy-good-networking-linkedin-granger/

8. VIDEO. VIDEO. VIDEO.

Video is so powerful. I urge you to use it here, and on other platforms as well. It can be pre-recorded or you can potentially use LinkedIn Live.

I was asked what types of video to do and how produced it should be. I mentioned that the first video I saw on LinkedIn was of someone walking outside. The sound quality was horrible. I wanted to shout, "Get a mic with a windshield."

Most people realize that when a video is live the quality will not be the same as a more produced video.

I do urge you to add captions to your video and there are tools to make that easier such as Clips for the iPhone. Plus, LinkedIn now will automatically add captions for you. This is a wonderful feature. You can pick whether to accept the captions, alter them, or turn them off.

By the way, if you are a professional speaker, you can upload videos to your profile in the Featured section or under your Experience section.

9. Associate Skills and Endorsements with your roles.

You can now associate specific skills with specific roles in the Experience section. When you pick a skill it will provide a checklist and you can assign them as appropriate. The benefit is that when people are reading your Experience section, they will see the skills right there.

10. Get recommendations

Having recommendations on your profile is a powerful thing, whether for career advancement or for potential clients to see how fabulous you are.

I was asked how to get recommendations when it is so much easier for people to endorse you with a single click. The time to ask, I explained, is when someone is thanking you in person, on the phone, or by email. That is the perfect time to say, "You are very welcome. Would you be open to writing what you just said as a recommendation on LinkedIn?"

11. Pronouns

LinkedIn has added the ability to share your preferred pronouns. Many people will update this section, not only to indicate their pronouns but to be an ally and make it a commonplace thing to do.

12. Pronunciation

Is your name hard to pronounce? Help people by adding a pronunciation recording from the mobile app that will show up as a speaker icon next to your name.

Extra Tip: Stay current on the frequent LinkedIn changes

Following me here is an easy way to learn about all the updates because I share updates on LinkedIn and networking frequently. I invite you to visit my most current content here, or visit my profile and click on the bell icon to the right of my photo to be notified when I share something new.

You can also sign up for my mailing list here: http://bit.ly/getbethmail

Any questions? Feel free to ask questions in the comments below.

As a social media and social selling trainer, consultant, and speaker, I work with teams, individuals, and leaders to unleash the power of LinkedIn, to fill their sales pipeline and boost their professional brand. If the topic in this post interests you and you'd like to discuss how I can help you or your organization, let's schedule a short call. Leave me a message below or email me, referencing this article at beth@bethgranger.com