This will be the name associated with your LinkedIn profile.
Your profile headline is your opportunity to write a one-liner that explains who you are, what you do, or what you’re good at. As a baseline, try going with your job title at first, and you can get more creative from there. Examples of other ideas include explaining what value you bring to people / what problem you solve for them (ex. “Helping build high performing sales teams”), or explaining what you do directly vs. through your job role (ex. B2B marketing for SaaS products).
List your current job role, as this is a field that will appear in previews for your profile in search results.Education - Include your education on your profile if applicable.
LinkedIn requires inputting the country where you reside, and leaves you the option to include the city you live in. Including the city you live in can be valuable, because it will display on your profile, and cause you to appear in LinkedIn search results for professionals in that city. For instance, someone could conduct a LinkedIn search for people who have indicated a certain industry and location on their profile, like Advertising and New York City, which would yield search results that list professionals in NY working in that industry.
Select your industry from the drop down menu options. Industry is a required field for creating your profile, and a key field for gaining your profile exposure in search results as exemplified in the Advertising industry example above.
LinkedIn allows you to edit your profile URL. It is common for people to use their names in their URL as to best appear in search engine results when people search your name.
Website or Portfolio Link
LinkedIn profiles feature a website URL section where you can list a link to your personal brand portfolio website.
The about section is where you can add a longer professional bio for yourself.
The featured content section of your profile allows you to display a preview link to content that you want to highlight. Options include LinkedIn posts, LinkedIn articles, external links, and media files like images, documents, and presentations. Think of this section as a mini portfolio, and display content that showcases your work and highlights your credibility. This could include articles you’ve written, video interviews or webinars you’ve participated in, mentions you’ve received in the media, presentations or strategy decks you’ve created, or a portfolio document.
Add the places you’ve worked and your current job role to the experience section of your profile. This will demonstrate your credibility, and also improve your profile’s visibility in search results due to the keywords you include in the descriptions of each of your job roles, as well as your association with the companies you’ve worked for (ex. Company alumni searches, which is a function of LinkedIn showing past employees for an organization).
Skills & Endorsements
The skills section of your profile is where you can list soft skills you have like leadership, management, strategy, as well as technical skills like knowing how to use particular software platforms. Listing skills on your profile gives colleagues the opportunity to “endorse” you for them, or vouch for the fact that you have a particular skill. Listing skills on your profile will increase the likelihood that someone in your network endorses you for them and will also cause your profile to appear in search results when someone is looking for one of the skills you list on your profile.
Any recommendations you receive from clients, colleagues, or classmates will appear on your profile. Try writing recommendations for people you’ve had positive professional interactions with (ex. Worked together on the same team or project) to encourage people to reciprocate.
Pages and popular LinkedIn profiles that you follow will appear in this section. Follow companies and organizations in your industry to have them appear here.
Adding a professional headshot to your LinkedIn profile will help to personalize it, and add a visual element to your personal branding.
Profile Cover Image
Your profile’s cover image is another opportunity for branding on LinkedIn. Include a photo or graphic that aligns with your personal brand. For example, this cover image could have your personal brand logo, and include colors you’ve established for your personal branding.
Developing a content strategy is important for better branding on LinkedIn, and expanding your audience. LinkedIn presents ample opportunities for visual storytelling to help promote your brand, as well as opportunities to create written thought leadership content.
LinkedIn Post Graphics
LinkedIn posts support images, and images represent some of the best performing content on the platform. When you share blog posts, insights, quotes, or other content, consider how that content could become a visual, or have an image to support it.
Creating quote graphics out of quotes, infographics out of stats and insights, and giving blog posts and LinkedIn articles a header image are all examples of ways to add images to your LinkedIn content strategy. Brand these images with the rules and style you establish for you personal brand for consistency.
Video is another high performing content type on LinkedIn. Share videos that showcase your day-to-day life in your respective profession or entrepreneurial journey, share how-to videos and tips, and create webinars and interviews. These content types will give your LinkedIn content strategy an engaging visual element that will come across as personal.
LinkedIn’s stories feature offers a new flexible content type and creation tool. Use it for quick, minor production time video updates that share information, insight, and behind-the-scenes content with your audience. Take advantage of visual branding opportunities in LinkedIn stories by adding your logo, or using branded graphics and elements where applicable.
LinkedIn’s native blog publishing platform is a great way to add long form content to your LinkedIn content strategy. Share your perspective on news in your industry niche, write about trends, make future predictions, and teach people through how-to style content and collections of tips.
LinkedIn articles show up on your LinkedIn profile, and also can be shared with your audience in LinkedIn posts for more visibility.
3rd Party Thought Leadership Content
Share articles, blogs, videos, white papers, and other types of content from leading voices in your space, colleagues, and partners. This tactic has several benefits, including giving you a content type that you can quickly create and share at anytime (all you need is 1-2 lines of copy to accompany the link), it encourages engagement and cross promotion from the author / source, and it gives you the opportunity to add your own commentary and perspective to conversations unfolding in your industry.
When sharing content from a 3rd party, be sure to credit them in your post by tagging their profile or brand page, or writing out their name in the post copy.
Learn more about LinkedIn content strategies that can grow your personal brand.
Discover the secrets of leveraging LinkedIn to boost your brand's visibility and credibility.
These personal branding tips for college students explain how to get a head start on building a brand that will serve your career for life.
LinkedIn personal branding tips to grow your following and optimize your profile.
Try these content ideas in your LinkedIn personal branding strategy.
What’s in a LinkedIn post? Check out this breakdown of LinkedIn post features in order to leverage each of them in your marketing strategy.
Leverage your LinkedIn profile as a marketing channel using these tips for better profile SEO.