11 simple steps to create a winning LinkedIn profile

1. What makes a strong headline?

Your headline is the first thing others see when they visit your profile. What should it say? It needs to be clear and catchy, with keywords that connect to your field. For example, instead of just writing 'Marketing Manager,' try 'Digital marketing manager | SEO & content strategist | Driving online growth'. This tells people what you do and what you’re good at.

LinkedIn gives priority to headlines when showing search results. So make sure yours includes the terms your target audience might search for. Think about your role, skills, and industry. Also, keep it under 120 characters to ensure it displays fully. For example, a software developer might write: 'Full-stack developer | React & Node.js expert | Building scalable web apps'. This increases your chances of getting found quickly.

2. How should you fill out your contact info?

Providing up-to-date contact information is vital. Why? It allows recruiters and potential clients to reach you directly. Always include your professional email address. Avoid casual or old email providers that may look unprofessional. You can also add links to your personal website or portfolio.

For example, if you’re a graphic designer, adding a link to your Behance or Dribbble portfolio gives people instant access to your work. Keep your phone number optional depending on your preference for privacy. Regularly check this section to make sure all information is current and correct.

3. Why is your location important on LinkedIn?

Including your location (country, region, and city) helps LinkedIn show your profile to the right people. How? Many recruiters use location filters when searching for candidates. If you’re open to remote work, you can mention this in your summary, but still specify your base location.

Additionally, LinkedIn curates your feed based on location. You’ll get locally relevant news, job postings, and networking opportunities. For example, a software engineer in London might see more London tech meet-ups and events. This helps you engage better with your community and industry network.

4. What makes a perfect profile photo?

Your profile picture creates a powerful first impression. But what kind of photo works best? Choose a clear, well-lit headshot showing your face and shoulders. Smile and look approachable. Avoid distracting backgrounds or sunglasses. Your face should fill around 60% of the frame.

Why does this matter? Profiles with photos get 14 times more visits. It shows professionalism and builds trust. For instance, a consultant might choose a crisp photo in business attire, while a creative professional might opt for a more casual but friendly look. Whichever style fits you, make sure the picture reflects your personal brand.

5. How can a cover photo boost your profile?

A LinkedIn cover photo is a valuable space to reinforce your brand. What should you include? You can add your company logo, a tagline, or a visual related to your work. Think of it as a banner that tells your story.

For example, a marketing specialist might use a clean graphic highlighting marketing campaigns they’ve led. An entrepreneur might show an inspiring quote or an image of their product. Remember to keep the design professional and not too cluttered. This extra visual attention helps you stand out in search results and profile visits.

6. How do you personalise your LinkedIn URL?

Your LinkedIn URL is part of your online identity. Why personalise it? It makes sharing your profile easier and boosts search engine ranking. Ideally, your URL should simply be linkedin.com/in/yourname. If your name is common, try adding your middle initial or profession, for example: linkedin.com/in/johnsmithdesigner.

Make sure you remove any default numbers LinkedIn assigns, as these look less professional. Having a clean URL also looks better on business cards and email signatures. You can change your URL by going to ‘Edit public profile & URL’ on LinkedIn’s settings and choosing a custom address under 256 characters.

7. What to write in the about section?

The about section is your opportunity to tell a compelling story. What should it include? Start with your mission or passion. Then highlight key achievements with numbers or results. For instance, say 'Increased sales by 30% in 12 months' rather than just 'Responsible for sales'.

Keep your language simple and engaging. Talk about what drives you, what problems you solve, and why your skills matter. Use short paragraphs and bullet points if needed. For example, a project manager might write: 'Experienced in delivering projects on time and within budget. Led teams of 10+ to successful product launches, increasing customer satisfaction by 25%.' This makes your profile memorable.

Here is an example from Sean Gardner, a well-known LinkedIn influencer:

8. How detailed should your work experience be?

Detailing your work experience helps others understand your career journey. What to include? Add your current job plus at least two previous roles. Mention job titles, companies, and dates clearly. Avoid large gaps between jobs without explanations, as this might raise questions.

Describe your responsibilities but focus more on achievements. Use action verbs like 'led', 'developed', or 'improved'. Whenever possible, add visuals, documents, or links related to your work. For example, an account manager might link to a successful campaign or client testimonials.

Here’s a visual example from Justin Kan’s profile, who co-founded Twitch:

9. Why add media to your profile?

Media such as documents, images, videos, and links bring your profile to life. How can you use this? Share case studies, portfolio pieces, presentations, or interviews where your work is mentioned. This shows what you can do rather than just telling.

For example, a writer might upload PDFs of published articles, while a speaker could add YouTube clips of talks. Make sure the media matches your personal brand and the goals of your profile. A well-chosen slideshow highlighting your projects can make a big impact.

10. How many skills should you add and why?

Skills help LinkedIn match you with relevant job searches. How many should you list? Add at least three skills, but don’t stop there. The more relevant skills you add, the more opportunities for your profile to appear in search results.

Include broad skills like 'writing' alongside specific ones such as 'mobile app development' or 'middleware integration'. For example, a software engineer might list 'Java', 'cloud computing', and 'Agile project management'. This variety shows your versatility.

LinkedIn also allows your network to endorse your skills. These endorsements lend credibility and increase your profile’s visibility.

11. How do you grow your connections on LinkedIn?

Connections expand your reach and open up more opportunities. How can you grow fast? Sync your address book with LinkedIn to find people you already know. This is a quick way to add contacts who might otherwise be missed.

LinkedIn will suggest connections based on your network. You can also send personalised invitations to people in your industry. Remember, quality matters more than quantity. Connecting with those relevant to your career goals builds a strong network.

Pro tip: If you have multiple professional emails, add them when syncing. This helps LinkedIn find contacts from all your accounts and improves your chances of being found.

How to sync contacts:

1. Click My Network at the top of LinkedIn.
2. Select Contacts under Manage my network on the left.
3. Click Manage synced contacts in the top-right.
4. Press Sync next to your preferred source (email or device).

How to import a contacts file:

1. Go to My Network on LinkedIn.
2. Choose Contacts.
3. Click Add more contacts on the right.

These steps make it easy to build a network of relevant professionals who can help your career.