My secrets on boosting your LinkedIn Profile SEO and unlocking opportunities that take you to the next level.

My secrets on boosting your LinkedIn Profile SEO and unlocking opportunities that take you to the next level.
KJs LinkedIn Profile overview June 2023

Did you know that every element of your LinkedIn profile matters?!

Disregarding the power of a stellar LinkedIn profile is like striding into the professional arena with rumpled attire, undermining the impact of a polished and captivating appearance!

LinkedIn and other search engines index, things on your profile. This drives visibility which drives opportunity.

Key to remember, we aren't in the 80s or early 2000s where word of mouth and having a physical network opens up opportunities for employment.

Optics matter on LinkedIn.
I classify this into 2 types of impact:
The Opportunity and The Social.
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The opportunity impact

LinkedIn directly influences your opportunities in securing new job prospects, consulting roles, contract gigs, and most importantly building a network!

The techniques discussed here are something, I have guided multiple people to do and it has managed to get them roles and interviews across companies like

  • Tesla, Amazon, Big Commerce, Real Estate Group, Jio Reliance, and more.
  • It has also gotten people that I coach pay increases of $30-50k and unlocked opportunities they didn't think they could get access to.
  • Personally, I have been able to make a living with six figures over the last 6 years and grow in my career by unlocking opportunities through this method.
  • This has also unlocked 20 - 30k consulting gigs for me over the last 3 years.

The social impact

Furthermore, when commencing a new job, your colleagues are likely to visit your profile, making it the modern-day first impression.

In the below example, you can see how many people from a given company will look at a profile prior to meeting the person for work.

Example of my profile views in the last 90 days

Step 1 - Skills setup

Update your skills and ensure you have 50 of 50 listed.

LinkedIn has introduced Skills in 3 different places.

The About /Summary section

This is the most looked-at section on anyone's profile and now having top 5 skills added here allows you to share the key area of expertise that you have.

  • To add these skills - hit the pencil edit button at the top right
  • At the bottom part of the Edit About popup click Add skill
  • Type your skills and save.
  • These skills will generally be populated through the list in your skills section as mentioned below.
  • The Role section
    You are now able to add the top 5 skills in any role.

    To do this, navigate to the section to edit the role
    URL : YOUR PROFILE NAME/details/experience/

Click on Add Skills, ensure you add only 5 otherwise the user interface will not show the top 5 skills.

Ensure that these skills are relevant to your current job search.

  • The Skills section

This is generally the most neglected section of most people's profiles. It has the deepest impact on job recommendations that show up on your profile. It also impacts the ranking of how you appear in a job application through Linkedin's application tracking system.

The rest of this article is Member only, it's free to signup, so take this opportunity to sign up, log-in, and continue reading.You also get free access to LinkedIn profile tips and my help on optimizing your profile.So if you are looking for a 1-1 coach in your job hunt and help to update your LinkedIn profile, sign up and reach out.

Step 2 - Craft a captivating headline that aligns with the roles you are applying for

Did you know that your headline is your TLDR introduction?

From appearing at the top of your profile to appearing on newsfeed posts to job applications and search result pages it drives clicks on your profile.

I often find this in of most people's profiles as a section that is wasted!

  • Pro tip: avoid sentences and rather add keywords.
  • Headhunters use the search function and the headline is one of the areas that drives the data for those index results in their search page.

For example, in my profile, I have added the keywords Innovation, Growth, Strategy, and GTM.

Depending on how aggressively you want to take your job search, you can use this section to drive the clicks on your profile.

For instance, at one point I had Anti-Agile and Scrum in my headline.

Step 3 - Avoid boring summaries, bring out your personality

  • Summaries are the most important section of your profile.
  • They are the modern-day cover letters to your profile.
  • It is the only section on your profile where you can add 2,600 characters.
  • This is the space to showcase your personality - get quirky, funny, and witty.
    example below

Also don't forget to add the key skills in this summary section.

Step 4 - Make your titles relevant

The relevance paradox

I often find that many organizations hire roles and then the person ends up doing something else. This doesn't reflect their skills and experience.

Your LinkedIn profile doesn't need to have your professional work title, that's something for your email signature or Outlook org structure chart.

Unfortunately, in any recruitment process, the HR/talent acquisition folks are always the ones seeing your profile first and they may not have the skills or experience to tell what your real experience is and how you fit.

So the onus is on you to make that happen.

This is where you should make your titles relevant!

For instance, if you are hired as "Contractor" to deliver a project, you may be a project manager.

Ensure that your title is project manager. If you are after e-commerce roles then maybe add the word e-commerce project manager in front of your title.

Don't be master of none, jack of all

You may be hired to be that one-person army digital person, in that case, you can pick and choose what you want to highlight - maybe it's a product manager or engineering lead, or transformation consultant.

However, unless you market yourself in accordance with a gun for hire, don't show too many titles in one role.

When you show that you have too many skills it may be perceived as " this person is a generalist and doesn't have the expertise we are after".

Or you may be hired to do a whole bunch of things that may burn you out. Many organizations like running lean - especially startups so they hire folks who are multiskilled and overburden them with responsibilities.

Avoid the titles that don't really exist or that add baggage

You also may want to avoid certain titles like "Product Owner" or Agile Coach.

The baggage that comes with this is so high that you are better off setting yourself up as a business analyst or project manager.

And while we are on the topic no Product Owner is not a Product Manager. Product Owner isn't even an organization-level role.

The key is to make your titles relevant to your job search as this also drives job recommendations and ranking in employer searches in their job applications.

Don't fake your level

While editing your title and making it more relevant, do not go to the extent of faking your level. This can be quite a tempting thing to do but avoid it.

For instance, if you do not have VP or Head of level experience or C level, do not create a fake company and then set yourself as C level of that company.

I see way too many people do this and it's quite cringeworthy. People can tell. This also sets you into a problem state if you get the job and cannot perform.

I sometimes even try to get people to downgrade their level to be more open to job searches and more opportunities. Certain titles carry a certain level of perception bias that will impact your job hunt.

Resume, do I still need one?

Yes, you need one and it has to be in Word format, not PDF.

The Word format of your resume is not the same as your LinkedIn profile.

The Word resume allows you to put more impactful and sometimes the information you cannot and should not disclose publicly.

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