LinkedIn Is Where Recruiting Happens
Recruiters and hiring managers routinely search LinkedIn to find candidates — proactively, not just to review applications. A well-optimised profile means opportunities come to you. A neglected profile means you're invisible to this channel entirely.
Over 900 million professionals are on LinkedIn. Optimisation — making your profile findable and compelling — is how you stand out from the noise.
Your Headline: The Most Important Line
Your LinkedIn headline is the text beneath your name. By default it shows your current job title, but you can and should customise it. It appears in search results, connection requests, and messages — it's the first thing anyone reads about you.
A strong headline includes your role or expertise, a key strength or differentiator, and optionally what you help companies achieve. Examples:
- Weak: "Marketing Manager at Acme Corp"
- Strong: "Growth Marketing Manager | B2B SaaS | Scaling user acquisition from 0 to 50k"
- Strong: "Software Engineer | React & Node.js | Building products people love"
Use keywords that recruiters search for — your job title, key skills, and industry terms. LinkedIn's algorithm uses your headline for search ranking.
Your Profile Photo and Banner
Profiles with photos receive 14 times more views than those without. Use a clear, professional headshot where you're well lit, smiling naturally, and the background is clean and neutral. It doesn't need to be studio quality — a good smartphone photo with natural light works well.
Add a custom banner image (the background behind your profile photo). Most people leave this blank — it's an easy way to differentiate yourself. Use it to show your field visually, display a brief value statement, or simply brand yourself professionally.
The About Section: Your Professional Story
The About section (formerly "Summary") is your chance to tell your story in your own voice — not in bullet points or corporate HR language. Write it in first person. Include:
- What you do and what you specialise in
- What makes you good at it (a key strength or experience)
- A notable achievement or two
- What you're working toward or what kinds of opportunities interest you
- A call to action: "Feel free to connect" or "Open to new opportunities in X"
Aim for 200–300 words. Use short paragraphs — LinkedIn's About section is read on mobile as often as desktop, and dense blocks of text get skipped.
Work Experience: Achievements Not Duties
Fill out every role with more than just a job title and dates. Add descriptions focused on what you achieved — use the same achievement-focused, quantified bullet point approach you use on your CV. LinkedIn experience entries that go beyond "Responsible for..." to "Grew X by Y% by doing Z" are far more compelling and searchable.
Skills Section and Endorsements
Add your top skills and reorder them so the most relevant ones appear at the top. LinkedIn allows 50 skills but only the top three are prominently displayed. Choose wisely — these are also indexed for search. Endorse skills for your connections; many will reciprocate.
Turn On Open to Work
If you're actively looking, use the "Open to Work" setting. You can choose to make it visible to recruiters only (not the public, meaning your current employer won't see it) or to everyone. This significantly increases the chances of being approached with relevant opportunities.
Specify the job titles, locations, and work types you want — this helps LinkedIn's algorithm surface your profile to the right recruiters.
Post Content to Increase Visibility
Profiles that post content regularly get dramatically more visibility than those that are static. You don't need to post every day. Even one thoughtful post per week — sharing a professional observation, commenting on industry news, or sharing a lesson learned — significantly boosts your profile's reach and signals that you're engaged in your field.
Engage Actively
Comment meaningfully on posts in your field. A thoughtful comment on a viral industry post can earn you hundreds of profile views. Connect with people after meeting them professionally. Personalise connection requests with a brief note about why you're reaching out. LinkedIn rewards active engagement with increased visibility.