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10 Steps to improve your LinkedIn profile with Jo Saunders

10 Steps to improve your LinkedIn profile with Jo Saunders

03 December 2020 Helpful tips



When did you last review and update your LinkedIn Profile and Page for your business?

Ensure these marketing assets are a current reflection of who you are and what your Perth business offers. Not everyone searches LinkedIn, but they do use Google. Being the 25th most viewed website in the world, LinkedIn can help you show up for your name, business name and potentially what you do. Just google yourself and your business to check how visible your profile and page is.


LinkedIn changes often, so here are a few of the updates that relate to your profile that you can update, in addition to some of the core info to review.

1. Name – just your name.

Unless your credentials are super important, list them in the relevant sections. If they are important to your ideal clients limit post nominals to one or two. Avoid other non-name elements such as tag lines and emojis as it makes your name look cluttered. If you find you are receiving spammy messages or are being added to email lists, you may chose to do something to your name that people wouldn’t type to monitor this behaviour, such as an emoji at the end of your first name, all caps or something else, but ensure it matches your brand.

2. Profile photo – is it up to date, professional looking and just you?

Use a close up, but not too close! Aim for a photo that is framed to your head and shoulders, with good lighting (daylight is your best option) and don’t forget to smile. Avoid photos with other people, and photos with the wrong context. You have seconds to capture attention, and have a perception formed about you. Make sure you are creating the right impression.

3. Background image – does it communicate your brand value and energy visually?

Add an image or create a graphic using a tool such as Canva. You won’t find a template, but it is super easy to create a custom graphic using the specific dimensions. Follow this tutorial to create yours.

4. Headline – is yours a positioning statement rather than a job title without context?

Earlier this year this field was extended from 120 to 220 characters, giving you more space to position yourself and be found. Use my framework to craft yours, and be sure to include keywords and phrases that your ideal clients would use.

5. Voice recording – Do people often get your name wrong?

If you have an unusual or challenging name you can help your network get it right by recording the pronunciation. With 10 seconds to capture this, you could add more to your name, or use to say something more to communicate your value and stand out.

6. Location – is it set to your closest city or town?

Avoid using the suburb you live or work unless you want to be known locally. Ideally use Perth, Western Australia rather than Balcatta, or Greater Perth.

7. Contact info – have you included 3 website links, phone number and email?

Did you know that you can make phone calls direct from the LinkedIn app to your connections if they have a phone number in their contact info. By default it is only seen by your connections, but it means it is easy to communicate. When it comes to your email address, ensure you display your current professional email address. Make it easy for your ideal clients to get in touch with you.

8. About – Are you sharing your professional story?

This section is the most challenging to write but is worth completing as it is a place to connect to your viewer. Use the 7 step framework in my LinkedIn Profile Blueprint to share your professional story, vision and expertise.

9. Featured – Are you showcasing your work, content, expertise and events?

This new addition to your profile allows you to share external links, documents, pin or highlight LinkedIn posts and LinkedIn articles. If you have been featured in the media, have an event coming up or want to direct traffic to a piece of content, use this section. Tip – keep it fresh and remove content that is no longer relevant.

10. Experience – Does your role say more than ‘business owner’ or ‘director’?

This part of your profile allows you to establish your expertise and enhance your credibility through sharing achievements, outcomes and your business. Share your transferrable skills and achievements in previous roles that align with your career path. Be sure to connect to your Company Page. (If you don’t have one, it is time to set one up).

LinkedIn has become an essential part of modern business marketing. If you are unsure how to build your presence, seek expert help.

Known as Australia’s LinkedIn Demystifier, Jo Saunders is a leading independent LinkedIn expert, listed in the top 4 LinkedIn experts in Asia Pacific for 2 years running and the Top 50 Social Media Influences list for 2019, published by TopRank Marketing. She is co-author of ‘Get Good or Get Off – A Guide to Getting it Right on Social Media’ and author of the upcoming book ‘Connectfluence – the path of influence through connection’. Talk to her if you need LinkedIn training in Perth.