For those wondering what LinkedIn is: it’s a professional social network for companies, brands and individuals who want to increase their network of business contacts and find or advertise job vacancies. A good LinkedIn profile requires professional, thoughtful use of the platform, with posts and interactions that are educational, informative, share achievements and learning, as well as academic and professional experiences.
If used properly, this network can boost a person’s or company’s professional reputation.
But how can you optimize your LinkedIn profile to be effective and aligned with your goal?
You need to communicate to a specific audience: potential customers, suppliers, partners, competitors, potential employees or recruiters. All these audiences need to be approached differently.
Learn and build a good LinkedIn profile with Up We Go
1. Measuring profile quality
The quality of your profile allows you to see if you are communicating in accordance with your objective and also ensures that you don’t miss out on opportunities by paying attention to your statistics. You can measure the quality of your profile by looking at the following 3 indicators:
- Profile viewsin a free profile you can see the last 5 profiles that have visited yours. With a paid plan you can access more statistics, but if you’re just starting out on LinkedIn, use and master the free plan first as it’s generally sufficient.
- Impressions in publicationsshows the number of times your content has been viewed by other users.
- Social Selling Index: This tool, with a free trial version, allows you to analyze and understand whether you have a good profile on linkedin and, through a score, determine whether you are building a quality profile and network. It is based on creating a professional profile, building a quality network and interacting with relevant content.
2. Visit other profiles
Viewing other profiles can help you form ideas and communication strategies that you want to adopt. If you don’t want your competitors to know that you have visited these profiles, you can browse anonymously by selecting “Visibility of Page Visits” under “Visibility” in the “Settings”.
3. Find out what people are looking for
LinkedIn’s search engine needs keywords well defined in your profile in order to find you. You should include variations of the same word to make it easier for people to access your profile. For example: marketing, digital marketing, marketing agency, etc.
These keywords should be used in the Profile Summary/Biography, Information, Experience Descriptions, Skills and Texts of publications.
4. Choosing the language for the profile
To be most effective, your profile should be translated into the language of the target audience you want to reach. For example, if you want job offers in France, you should communicate in French or have the main translation of your profile set to French.
5. Customize your profile
The biography is very important for a good LinkedIn profile. In addition to thandme, the profile photo and summary should be optimized and aligned with the objective and audience. The photo should be professional, with a simple background that conveys your professional personality. If you’re usually a smiling person professionally, you should have a smiling photo, but if you’re the opposite, don’t give the wrong impression!
Your LinkedIn cover should be a photo or graphic image that contributes to the story you want to tell. Vsee the different covers you can use as well as its function. You can choose a photo that represents what you do or put something that identifies you as a person or what you like. For example, a mechanic can choose an image of a workshop or a picture of the services they provide. A teacher or trainer could use a photo of books, a classroom or a graphic image with a phrase that represents education. The key is to test and change whenever necessary to suit your communication strategy.
The summary comes up every time you publish or comment, so it must be clear. In addition to the position and company name, it should include the sector of specialization that characterizes yorr that you want to achieve. The keywords defined above should be part of this section.
A common mistake is for different people to write the company name differently. Someone writes “Stone 2”, another person “stone2” and a third “Stone 2 Group”. This creates confusion and can reduce your reach because you’re typing incorrectly. Always check the company’s official website and make sure it’s the same.
You should always address your target audience in a clear and informative way. Convey information, knowledge and skills. The summary should be no longer than 220 characters, with the first 90 being the most quickly viewed.
For example:
Before: Mechanical Specialist at Stone 2
Then: Automotive Mechanics and Maintenance | General Maintenance Specialist | Mechanics Specialist at Stone 2
6. Do not leave your profile inactive
Like all social networks, your profile must be kept up to date. If you haven’t used it for months, the content you’ve already published will still be there, but you should reword the keywords or publish an achievement to get people interacting with your profile again.
Your profile can always be optimized, and if you have trouble keeping up with regular posts, Up We Go can help you create content and share it to develop a good LinkedIn profile.
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