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LinkedIn optimisation step-by-step guide: from setup to stand out

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Chris Morrison
Written on the 16 January 2024

Stepping into the year 2024 highlights the ever-growing importance of nurturing your LinkedIn presence. Social Media Perth has a great resource with the ultimate and up-to-date list of LinkedIn statistics, which reveals LinkedIn’s true power.

The platform has 1 billion registered users worldwide and is particularly influential in Australia, boasting 12.7 million profiles and engaging an audience where 57.3% are in the 25-34 age group. As a hub for career growth, LinkedIn’s online job boards are accessed by 49 million individuals globally each week, making it an invaluable resource for professionals seeking new opportunities. LinkedIn, undeniably, has the potential to revolutionise both your professional journey and personal brand.

Let’s jump in with how to update your profile and tackle the latest LinkedIn updates so you can maximise your influence with this important and powerful resource and tool.

Part 1: Setting up your profile

Your LinkedIn journey begins with building a strong foundation. Follow these steps to set up a profile that stands out:

  • Clear and professional profile picture
    Choose a professional headshot for a powerful first impression. Profiles with photos receive 21 times more views, so make it count.
  • Standout headline
    Underutilised but crucial, your headline is an opportunity to be searchable. Use relevant keywords and explore the expanded character count to showcase your skills.
  • Featured section:
    Showcase your best work, posts, images, and more in the “Featured” section. Curate and promote your achievements to make a lasting impact.
  • Open to work
    Increase your visibility to recruiters by adding the “Open to Work” frame around your profile picture. It’s visually appealing and effective.
  • Help others pronounce your name
    Utilise LinkedIn’s feature to record the correct pronunciation of your name. It’s a small detail that can make a big difference.
  • Professional URL
    Give your profile a final polish with a professional URL. This simple change enhances your profile and makes you easier to find.

Part 2: How to stand out from the crowd

Now that your foundation is strong, let’s explore strategies to make a lasting impact and stand out:

  • Content marketing
    Create consistent, valuable content to strengthen your personal brand and professional credibility. Share your experiences and insights authentically.
  • Use hashtags
    Optimise your posts with relevant hashtags and include connections and companies to broaden your reach. Share quality content that resonates with your network.
  • Create videos
    Leverage the power of video to maximise your profile’s impact. Keep it under 10 minutes, tell compelling stories, and use captions for silent viewers.
  • Utilise stories and polls
    Engage your audience with mobile-exclusive stories and polls. Share experiences and insights to build meaningful connections.
  • Beat the buzzwords
    Ditch generic buzzwords. Describe your achievements using your own professional vocabulary. Back up statements with facts and figures for authenticity.
  • Be proactive
    It’s not just about having an optimised profile. Actively engage with your LinkedIn network by sharing valuable knowledge and industry-related articles. Strategic connections and engagement are key.
  • Show up every day
    Seize the opportunity to stand out. Fewer than 1% of LinkedIn users post regularly. Dedicate 10 minutes each day to connect and share valuable information with your network.

Part 3: Boost your profile’s visibility

Your profile is set, and you’re making waves. Now, ensure everyone sees it:

  • Optimising your LinkedIn profile
    Apply effective SEO techniques to increase profile traffic. Optimise your headline, update your job title with relevant keywords, and make the most of the skills and expertise section.
  • Leverage recommendations and endorsements
    Social proof matters. Encourage and provide genuine recommendations. Actively endorse others, fostering reciprocal engagements to boost your profile’s visibility.
  • Utilise LinkedIn’s learning resource hub
    Stay ahead with LinkedIn’s evolving features. The Learning Resource Hub offers blogs, webcasts, reports, and over 16,000 expert-led online courses. Continuous learning enhances your profile and influence.

Your LinkedIn profile is a powerful tool. With these insights and practical steps, you’re well on your way to transforming your presence and influence on this dynamic platform in 2024 and beyond.

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Chris Morrison

Chris Morrison is the founder and Director of Meritos, an executive search and recruitment business working with purpose-driven organisations. If you're interested in connecting with Chris, you can find him on LinkedIn here. You can also reach him on 02 8000 7121 or via email at [email protected]
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2. What do you enjoy about your current workplace?

3. How does a manager get the best out of you?

4. Describe the best team that you’ve ever worked in.

The reasons why I ask these questions:

1. Reason

2. Reason

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