More than 645 million professionals use LinkedIn as a platform for their trusted voice.
As with any other social media platform, you will find a massive number of generic, silent profiles while browsing LinkedIn.
Why do I call these ‘silent’ profiles?
Because they lack a voice. They don’t speak to you as a reader, or attempt to build a connection. The LinkedIn user who created the profile may have authority on certain subject areas, but you wouldn’t know it from reading their profile!
As a business owner, entrepreneur or expert, you have a fantastic opportunity to stand out on LinkedIn by creating a profile that builds your:
- Personal brand
- Credibility
- Voice of authority
Think About Your Positioning of Authority
Before we dive deeply into working on your LinkedIn profile, let’s take some time to think about your positioning strategy.
Ask yourself:
- What are your superpower? Meaning, what is your main expertise or credibility
- Who is your target market? Who are the prospects do you want to attract with your profile?
- Are you creating unique original content? Showcase your "superpower" and credibility with valuable content
- Why you? What makes you unique or different from your competitors?
The answers to these questions will help determine how you optimize your LinkedIn profile to make it do some of the work for you. Establish your authority and amplify your voice in the right way, and you will soon have prospects reaching out to connect with you - including some who are not aligned with your goals and objectives, which is totally normal on LinkedIn (spam is definitely still a thing!)
Filter the right kinds of voices wanting to connect with you from the silent profiles and white noise, and you’ll soon be building your authority with a high-quality network!
Let’s take a look at an example of how this process could play out. You are a fintech influencer and are keen to connect with podcast creators for an interview, or get booked as a guest speaker at a fintech event. Your LinkedIn profile is an ideal way to establish your authority in fintech, and should therefore be positioned to attract podcasters or event organizers.
Your Positioning Statement of Authority
Let’s simplify this process by developing your own positioning statement. A useful formula to help you focus and use as a benchmark while updating your LinkedIn Profile.
As a (job title), my goal is to attract the attention of (type of person) for (goal statement).
Remember: The more specific you are in defining your goal, the more relevant your positioning statement will be!
Returning to the fintech influencer example, here’s what that positioning statement could look like:
As a fintech influencer, my goal is to attract the attention of podcast creators and event organisers to establish my authority and grow my network.
Here are 2 other examples of positioning statements:
- As a CEO of a marketing agency, my goal is to attract the attention of emerging restaurant chains as my clients.
- As a comedian, I want to update my LinkedIn profile as a channel to showcase my ability to make unhappy professionals smile.
David Safeer, a cashflow advisor, shares his definitive and positioning statement:
- I help clowns learn how to make fantastic balloon sculptures so they can make people happy.
Below are 44 points on how you can create and optimize your LinkedIn profile to build your authority TODAY!
The Trusted Voice community members, along with other LinkedIn authority builders, have included their thoughts about how to create an awesome LinkedIn profile.
How to Create and Optimize your LinkedIn Profile to Build your Authority
- Treat your LinkedIn profile like a landing page - think about your positioning statement (see above) and what kind of call-to-action you want people to see.
- Joey Price, HR consultant: “The biggest mistake I see people make is not updating their profile in the first place. Having an outdated profile that does not reflect your current work status and personal brand is a waste! If you can’t be found and verified as “the real you” online, it’s harder for people to build confidence and trust in who you say you are. Review your profile at least once a month!”
- Subala Kamalan, a coffee shop owner: “Don't assume that ‘professional’ means ‘boring’. Don’t be afraid to stand out!”
- Jason Ball, a business director: “Learn all you can about ‘Personal Branding’ – which is nothing more or less than what other people think of you AND your ability to influence that – because a minimal understanding of Personal Branding and a quick Google about (the logistics of) setting up your Profile on LinkedIn really is, IMHO, all the time you need to spend on 'Optimizing' your LinkedIn ‘Profile’.”
- Olivia Rose Solomons, a video coach: “Time is all we have. Make your message meaningful, purposeful. If you already have a loyal community then they are already aligning with your values and voice. If you are building your community and connections with human beings then yes, share who you are but also don't waffle on about the weather - make your message count. Be impactful. Be so good with your messaging that people can't ignore you.”
Your LinkedIn Profile Picture Is A Brand Projection
You want your key prospects to see you as a real person worthy of building a connection with.
- Abbie(Miyabi) Miyamato, a community builder, says: “Invest in a good profile photo because: first impressions are important (but not everything) and the profile photo on LinkedIn keeps showing up next to all your comments. It's important that people start associating your words with your face."
- Don’t be afraid to use color in the background. It will help you instantly stand out, most professional will go for the dull and muted style to look professionally conservative. A part of personal branding is visuals too, your face is your brand, your color can be associated with you.
- Krista Mollion, a business coach: “A well-lit close-up photo is a must (and please smile).”
- Ben Baker, Senior HR expert: “Don’t have an unprofessional image or an image with more than one person in the photo. Give people a reason to see you both as a person and a professional.”
- The recommended size of a LinkedIn personal profile picture is: 400x400 pixels
- LinkedIn is not a dating site like Tinder. Think about how people will judge you. Though if your target is executive and CEOs, they want to be associated with suits. So, wear a suit. It’s the opposite if you want your brand to be unique or quirky, embrace your color and inner personality. Think about how to project your personality on a photo.
LinkedIn Headline Is Your Pitch Handshake
- This is an opportunity to pitch what you do in less than 140 characters. One of my favourite headliners is Adam Karpiak, he asks questions to reel in his prospects and showcase his business value.
- Though, Brian Schulman, a marketer agency owner says it differently: “Your headline, not your title! Your headline is a living breathing thing, as is your profile. Feel free to update it and adapt it, as this is the first thing anyone will see in addition to your photo and your name - both when viewing your profile and when you post or engage in the comments.”
- Joey Price, HR consultant: “Create a clear, SEO-friendly headline that tells people what you do in 10 seconds or less. We are in the TL;DR generation and these days it’s all about standing out quickly! A strong headline will do that and project confidence at the same time.”
Adding to Joey’s point, LinkedIn has it’s search engine. Optimize your profile and add magical keywords your prospects can find you. Your job title is a magic word, sprinkle it on your headline and around your profile.
LinkedIn Profile Banner Is Your Billboard
- A billboard regularly changes based on what attention and message you want to promote.
If you’re a public speaker, show yourself owning the stage.
If you’re an author, show your latest book.
- The recommended size of a profile banner is: 1400x425 pixel
- Free Tool: use Canva, a graphics tool that a non-designer can use. Use Canva to create your profile banner or ‘billboard’.
LinkedIn Summary Section Tells Your Story
This is where the real magic happens! Out of the things worth optimizing, this is the one that requires a little more focus and creativity.
- An engaging summary outlines your visions, capabilities, experience, and personality. Remember, LinkedIn has over 600 million profiles, and the one who is the most interesting will be more memorable.
- Your LinkedIn summary is an expansion of your headline statement. Back your authority!
- Karen Yankovich, a marketer: “Note that the ‘Summary’ section is now called the ‘About’ section. Small change with big psychological impact. Read over your ‘About’ section and make sure it tells me about you and not your business.”
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Anfernee Chansamooth, a copywriter marketer says: “Make your ‘Profile Summary’ section customer-centric. Write it in such a way that it's 80% about your target audience/buyer and 20% about you. Give them tips or insights that will help them right away, and show they that you care about actually helping them.”
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Bobby Umar, an international speaker: “Include a clear call to action and contact link in your ‘Summary’ section.”
- Brian Wallace, a marketing agency owner: “People significantly underestimate the power of an effective ‘About’ section. This should be written in the first person and be conversational, showing you at the center of the hero's journey. Imagine it to be so interesting that it's like getting to know you and people will want to book time to speak with you. It should be your landing page on LinkedIn - good enough for your website to be offline and you wouldn't miss a beat!”
- Jenny Bjorklof, a LinkedIn marketer: “Some formulas for how to shape the ‘Summary’ section:
- What do you do?
- Why should people hire YOU for the job?
- Why should they reach out NOW?
Create a sense of urgency.
For example: My company X solves [problem] for [target customers] by [solution] with [secret sauce aka whatever makes you unique]."
Other Aspects Of Your LinkedIn Profile To Consider
‘Experience Summary’ Section
This is where you showcase your historical work experience.
- Remove any relevant ones that may negate your position and authority.
- Write in bullet point summary of your previous roles and responsibilities. Make it easy to read.
- For experience that is over 10 years old, you can remove the experience description, keep the position title intact and leave the experience description blank.
Remember, go back to your position statement, how do you want to position yourself? Use it as your north star and make sure that your profile is optimized to reflect it.
Recommendations Section Acts Like A Library of Testimonials
Treat this like a testimonials page where it showcases your character and personality traits.
- Vaibhav Namburi, owner of an app developer business: TL;DR be known for 1-3 things in YOUR domain, and validate it with recommendations and results.
- Don’t be afraid to go out and ask your network for testimonials.
- Remove irrelevant testimonials that don’t align with your position statement.
‘Education’ Section showcase your credibility
- Update the ones that are relevant to your position.
Connections - Be careful with whom you add
Who is in your business black book?
Don’t go out adding random people, relevance is key here. Randoms will not add to your value or experience. There are people who will check who you’re are mutually connected with. Your network is your investment.
- Think about who and what types of professionals you like to be connected with in your industry. There’s a nifty tool called Sales Navigator that allows you to hyper target and connect with prospects.
- When you’re at conferences, instead of passing out business cards, connect with prospects via your LinkedIn.
- Remember: The people who you can connect with as a 1st connection will display their content on your feed. Similarly, your content will be displayed on their feed. This is a fantastic reciprocal arrangement that can provide a fresh source of content for both of you - provided you are both creating content on LinkedIn, of course!
- Time to cull your list! Think about who you want to build key relationships with.
Don't Stop! There's More To Consider
Content Creation Allows You To Build Your Authority On LinkedIn
Create content to build your authority within your industry.
- Vaibhav Namburi: "Verticalise your offering, and share content on things you are great at, be known for one thing not for many."
- Leverage articles to showcase your thoughts and opinions within your industry.
- Use content to showcase and amplify your authoritative voice.
Customize LinkedIn Profile Link
- You can customize your unique URL address here.
Don’t use xxxx, I personally created www.linkedin.com/in/stringstory.
Use the profile URL as part of your branding. Read the instructions here.
‘Media’ Section: Treat it like a mini portfolio
- Jenny Bjorklof, a LinkedIn marketer: “Use the ‘Media’ section creatively. You can add links, images and video.”
Profile visits is a good metric to know about
After you updated your profile, keep an eye out on how many have you visited your profile. This is a good metric to show if you’re growing or not.
- The fastest way to grow and stand out is to create content that attracts your target prospects. By creating creating content you become a beacon, sending signals to your prospects to check our your awesome profile.
Magical Keywords and optimization: Keywords matter, as this adds to your searchability.
- Google is known for their search engine. LinkedIn have their own search engine too. The more focused you are in your industry, the more you will build up the points required to be searched.
Other useful tools to leverage
- Grammarly (a proofreader tool) : spell check! I’m prone to grammar mistakes all the time. But don’t be like me, use free tools like Grammarly to spell check your copy.
- LinkedIn Profile Audit: Audit your profile and see what your score is.
Awesome Examples of A LinkedIn Profile
Want some examples of a great LinkedIn profile? Check out the following:
V as I like to call him, has a clear Call-to-action. He invites people to message him for coffee. Plus he also creates content within his sphere of coding and business, showcasing his authority.
The other good point that he does is he adds numbers to quantify his achievements, showing he is a savvy businessman.
Has a lovely smile for her profile picture, and has a clear value proposition. As a career coach she aims to help people land their ideal jobs using storytelling. She repeats the positioning through-out her billboard banner and her “about-summary” copy, I liked how she used first person tone. She included links to back her authority as well.
I love how she owns her own hustle, originally she started out as a side hustler and now she travels around the world. Kudos, to the fact she went straight to the point on the very first line of the about-summary description.
Dive into LinkedIn & Build Your Authority
LinkedIn continues to be a trusted platform on which to build a professional authority. Organic growth can still happen, because many users still don’t take the time to stand out and leverage this growth as a tool.
So, what are you waiting for?
- Dive into LinkedIn and start building your authority today.
- Go and start updating and optimizing your LinkedIn profile now.
