By Barb Bruno | Wednesday April 7, 2016
Social Media has changed the way we recruit, market and the way we are viewed by potential clients and candidates. It is for this reason that your LinkedIn profile as well as the profiles of your employee must be a “mini sales letter” not regurgitate your resume.
Most candidates and clients will view your LinkedIn Profile to see if your company specializes in the type of position or talent they are seeking. It’s also important to make sure your profile is not WWD (what we do) focused, but rather emphasizes the benefit to the clients and candidates you are attempting to attract.
The following are some basic tips to help guide you and your team to improve their LinkedIn Profiles:
PHOTO Professional head and shoulder shot
HEADLINE 120 Characters - should be keyword rich not your job title
Focus on words your candidates and clients would search
PROFILE Edit your background
SUMMARY 2,000 Characters – validate your expertise
It is easier to prepare this section in a word document and paste it in the summary section.
First person is key
Talk about yourself in the first two lines
Who do you help
WIIFM (What’s In It For Me) focused
Call to action
6. Use bullet points
7. List links to website, to sign up or register
8. Add media, You Tube videos – add keywords to description
EXPERIENCE 2,000 Characters – not a copy of your resume – mini sales letter
Reiterate what you can do for who
Call to action
If different lines of business – separate them out
SKILLS 50 Skills – 80 characters Endorsements – only have individuals endorse your top ten skills, talents, phrases or areas of expertise
INTERESTS 1,000 Characters – something about you – trigger common interests can add keywords with commas between words.
BONUS TIP Shift F3 in the bar at the top – put in keywords and LinkedIn will highlight use of the words in your profile.
SETTINGS Uncheck the box – share viewers of this profile also viewed.
Implement these suggestions and you will position your business and your team more effectively to help attract the clients and candidates you prefer to represent and as valuable connections.