No matter how much you optimize your LinkedIn profile, it will always be more fun to network and create industry connections on a sunny patio with some soft pretzels. That’s just the truth.

Although sunny patio chats are far superior, I do love LinkedIn as a tool to…

• Connect with others in my industry
• Share education around websites + copywriting
• Find new clients
• Learn from others in business
• Showcase my work
• Develop my personal brand

All of which I can do on a daily basis on LinkedIn (daily chats over soft pretzels would be great, but is a bit unrealistic for most of our schedules).

I’ve seen incredible success using LinkedIn to help me, and my clients grow their brands in the past few years. Especially for growing brands and businesses with a strong founder presence.

Although (like any organic social media) there are some learning curves and patience involved in seeing results, learning to optimize your LinkedIn is a great way to expand your professional network or grow your brand.

The following list is a handy reference for anyone who wants to optimize your LinkedIn profile for both career OR business purposes. This is the list I’ve used for clients and my own personal brand over the past few years.

Choose a Clean, Clear Profile Photo

Have a clean, professional portrait that includes your full face and smile – don’t use a full-body shot or a photo where your face is hard to see.

Creating a sense of face-to-face connection helps strengthen your personal brand and will make you more familiar on future calls or meetings.

Keep in mind that just because you want to look professional doesn’t mean you need to get a full photoshoot done, a selfie will do! Just focus on having the photo well-lit and eye-catching, not dark or shadowy.

Select a LinkedIn Cover Image

Something I often see is a missing cover photo (the image behind the profile photo) and this is a missed opportunity! Even a simple image or graphic is a nice touch to a LinkedIn profile.

Especially if you can add a quote, information about your business, brand colours, or a logo to the graphic as well.

If you’re not feeling overly creative, a free stock photo that connects to your brand in some way is a great simple solution. A mountain scene if you love nature, etc.

Another option is creating a graphic cover image using the tool Canva (free version available here).

Add a “Featured” Section

For your “Featured” area I would suggest choosing 1-3 posts or links you want to highlight.

This could be your latest blog posts, articles, a free download from your website, some of your most popular LinkedIn posts, or a link directly to your website.

Learn how to add a featured section to your LinkedIn profile here.

Optimize Your Title

The title appears directly under your profile photo and is the only text (besides your name) that your potential network will see when they first come across your profile.

This is mostly used to share your current job title or problem that you solve. Do not make this more than a line or so as it will look crowded. 

For example, mine is “Website Designer + Copywriter for Cool Brands” which clearly describes what I do and who I do it for.

You could also include where you work, whether you’re the founder or other details. But as I mentioned, I like to keep this as simple and clear as possible.

Your “About” Section

The ‘About’ section is also an area I often see underutilized. I recommend treating this as a kind of introduction to anyone viewing your profile. The content could include…

• Your brand story and what problems your product/service solves
• Your relevant skills and the job you are seeking
• How you started working in a specific industry 
• Who you serve and how to get in touch with you
• Any personal details about you to connect with your network

Education

Add any relevant education to your education history. Even things like first aid certification or online courses can be added to this section as a way to stand out.

Some people like to show every single accomplishment throughout their career, but I would lean towards relevant experiences when it comes to courses or certifications.

Work History

Provide an up-to-date work history and include a brief description of the business and what your role with the brand looked like. Try to link to the company page so the logo appears in this section!

Don’t Forget Up-to-date Contact Info

This may seem obvious, but you would be shocked at how many profiles I see with absolutely no email address or current website links added. Be sure to have your most up-to-date contact information included in your profile so you can be reached by your network.

Have any questions about personal branding or how to level up your profile? Reach out to me on LinkedIn!