Tips to optimise your LinkedIn profile

By Anders Björklund

Tips to optimise your LinkedIn profile

First impressions last, and frequently your LinkedIn profile is your first impression: your opportunity to make an impression before meeting or interacting with someone. So if someone comes across your posts and content on LinkedIn, there's a good chance your profile is where they'll head first.

So, what are the primary keys to making a credible impression? Beyond the profile picture, I've identified some core attributes of a next-level profile on LinkedIn. Incorporating each detail into your LinkedIn profile will significantly improve your odds of getting a response and sparking a conversation.

Don't over-custom your headline.

Your LinkedIn headline is the short text that appears under your name. It's the first thing people see when they look at your profile behind your photo, and it appears with your name in the LinkedIn search results. 

Screenshot of a LinkedIn profile showing a very long headline
Don't go overboard with your headline - your job title and company is usually enough.

By default, your headline is your current job title; keep it that way, and go with that. The right type of contact does not want you to focus on self-promotion. Instead, humbly describe yourself under "About" with a few well-picked phrases. 

Please don't spoil your chances using lousy social selling advice to fill the header with things like; explaining how you can help customers or clearly stating your value prop. Just skip it!

Promote with your background image

Your profile's background hero image is the landscape hero image behind your profile picture at the top of the profile. Unfortunately, this is a prime and genuine inheritance, and few LinkedIn users use it.

A screenshot of a LinkedIn profile showing an effective background image
The background image is one of the few places you can customise the appearance of your profile - so make use of it.

You could first switch your background image to something representing or relating to your business, company or offering and its culture. And please use an authentic picture and not just a stock photo.

A good background hero image sets the tone for the rest of the profile and contextualizes everything below it. 

Contrarily, a rotten background is a beach picture unless you sell beach houses.

Include featured media and resources

Evidence is the cornerstone of any persuasive argument. Directly beneath your role and summary, you can add a 'Featured' tab to upload videos, presentations, images, whitepapers, and more.

A screenshot showing a LinkedIn 'Featured' tab with links

This is your evidence. Present the profile visitor with content that shows you know what you're talking about or valuable content. For simplicity's sake, though, please don't overdo it. Limit yourself to two to five relevant assets.

Your LinkedIn profile becomes a cohesive story that grabs and holds a profile visitor's attention with suitable media. 

Demonstrate that you're active

Under the featured section, you see a feed named "Activity", which displays what you've been up to in your recent posts, comments, reactions, and so forth.

Your activity feed is an excellent chance for you to walk the walk. Then, right after you tell your prospect what you're all about, show them that you're not just speaking in hypotheticals — you're committed to practising the values your preach.

A screenshot showing the 'activity' tab on a LinkedIn profile.

Make sure that you get strategic with your LinkedIn activities. Try to make everything you do support and elevate your personal and company brand, from comments and reshares to posts. The more active you are, the more genuine and engaged you'll look.

For more tips on making your LinkedIn profile stand out, take a look at these articles:

You can also delve into our in-depth guide to social media for business - it's available here or as a downloadable PDF below.

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Anders Björklund
Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about how to think about onlinification and digitalisation in B2B.
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