*Updated in 2024.

In today’s digital age, your LinkedIn profile is your professional online identity.

According to Earthweb, 87% of recruiters use LinkedIn (LI) to find candidates, with approximately 60% of job seekers using online boards such as LinkedIn to find work. This presents a huge opportunity if you use LinkedIn well and make sure your profile is up to date and well optimised.

How to Make the Most of LinkedIn’s Features

1. Check Your Visibility Settings

Ensure your LinkedIn privacy settings are configured for maximum visibility. LinkedIn is about sharing your professional story, so make sure your profile can be found by potential employers and connections. Adjust settings to optimise your profile, member feed visibility, and profile views. Find out more about LinkedIn privacy settings on their Help page.

2. Customise Your URL

Set a custom URL for your LinkedIn profile to make it more search engine-friendly. Ideally, your URL should be as close to your name as possible. If your name is taken, consider adding an initial, middle name, or an industry-related keyword. Harvard’s career blog mentions the use of a custom URL in its LinkedIn profile checklist.

3. Upload a Professional Photo

Your profile picture is crucial. Use a recent, professional photo that reflects your career aspirations. Avoid casual or unprofessional images. Investing in a professional photographer can be worthwhile, but you can also create a high-quality photo yourself with the right tips.

4. Use the New Header Image

LinkedIn allows you to upload a header image, which should align with your personal brand. Use tools like Canva or Edit.org for templates that fit LinkedIn’s dimensions. A well-designed header can make your profile visually appealing.

5. Write a Keyword-Rich, Professional Headline

Your headline is prime real estate on your profile. Use keywords relevant to your industry to improve search engine optimisation. Instead of generic titles like “Job Seeker,” be specific, e.g., “Aspiring Public Relations and Social Media Professional.”

6. Include Keywords in Your Summary

Optimise your summary with keywords to attract recruiters and potential employers. Include relevant keywords in your headline, job titles, summary, projects, and endorsements. Highlight your current position and relevant skills.

7. Publish Posts Regularly

Stay active by publishing posts on LinkedIn. This demonstrates your expertise and keeps your profile fresh. Use LinkedIn’s “Pulse” platform to share insights and industry knowledge. Follow the 80/20 rule: 80% valuable content and 20% self-promotion.

8. Use Rich Media

Stand out by incorporating rich media like videos, slideshares, and podcasts. Videos, in particular, get three times more engagement than text posts. Ensure your media is high quality and relevant to your professional brand.

9. Manage Your Skills and Endorsements

Reorder your skills to highlight the most relevant ones. Although you can’t reorder endorsements, you can take LinkedIn’s skills assessment quizzes to showcase your expertise. Engage with your network to get endorsements for key skills.

10. Cultivate Recommendations

Recommendations provide social proof of your skills and professionalism. Request recommendations from colleagues, managers, and supervisors, and offer to write recommendations for others. Aim for a diverse set of endorsements to reflect a broad base of support.

11. Clearly Articulate Career History

Clearly articulating roles, responsibilities, and achievements on your LinkedIn profile helps showcase your expertise and impact, making it easier for recruiters and employers to understand your value. It also highlights your career progression and demonstrates how you’ve contributed to each role, enhancing your professional credibility.

12. Use Status Updates Strategically

Status updates are one of the most effective ways to stay visible on LinkedIn. Share a mix of insights, industry news, and curated content, adding your own perspective to make it relevant. Engage consistently by commenting on and sharing others’ posts, not just your own. Regular, thoughtful updates help position you as active, informed, and worth connecting with.

13. Engage with Others’ Content

Actively commenting on and sharing posts from people and organisations in your network increases your visibility. Focus on adding value rather than simply liking content. A balanced approach is important, aim to share more external content than your own to build credibility and strengthen your network over time.

14. Join Relevant Groups

LinkedIn groups provide access to industry conversations, connections, and opportunities. Join groups aligned to your role or career goals, and participate in discussions where you can contribute meaningfully. Well-chosen groups can expand your network, provide insights, and create opportunities to connect with hiring managers and peers.

15. Highlight Volunteer Experience

Volunteer work can strengthen your profile by demonstrating initiative, values, and additional skills. Include any relevant experience and outline what you contributed or learned. LinkedIn also allows you to support organisations or contribute expertise, which can further position you as engaged and credible in your field.

16. Be Clear About Your Education

List your education accurately and clearly, including institutions, qualifications, and relevant achievements. This helps LinkedIn connect you with alumni and strengthens your credibility with employers. Shared educational backgrounds can also open doors to new professional connections.

17. Build and Maintain Your Network

Growing your network requires a considered approach. Send personalised connection requests that explain who you are and why you’re reaching out. Focus on relevant connections rather than volume, and maintain relationships by staying engaged over time. Strong networks are built through consistency, not just initial outreach.

18. Develop as a LinkedIn Power User

A strong LinkedIn presence comes from consistency. Maintain a complete profile, stay active with content, and engage with your network regularly. Optimise your profile with relevant keywords and review other profiles in your target roles to understand how to position yourself effectively.

19. Showcase Your Achievements

Use LinkedIn’s features to highlight certifications, awards, and key accomplishments. Where possible, include work samples such as case studies, projects, or media to demonstrate your impact. Social proof, including endorsements and recommendations, helps reinforce your credibility.

20. Write a Strong Summary

Your summary is a key part of your personal brand. Use it to clearly explain your experience, strengths, and career direction. Include relevant keywords to improve search visibility and ensure it reflects who you are professionally. A well-written summary helps guide recruiters and employers through your profile.