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“Can you help me with my first impression for my profile on LinkedIn?”  What? This is 2020. Are we not all on the LinkedIn train?

This was a question posed to me yesterday from a good friend who is back in the job market. Seems like a simple question, but for many of us never having faced the job market (let alone during a worldwide pandemic), it can be daunting to understand where to start.  This pandemic has turned things upside down. People in secure jobs for years are now having to look for new employment. The last time they searched for a role it was cover letters and resumes. Today is about networking.

LinkedIn is a powerful tool and will be instrumental in building your network (and also in keeping current in your industry knowledge).  I spoke to a few of my recruiting friends, as well as some fellow executives and here are some basic tips for how to best use LinkedIn.  Like other social media networks, LinkedIn uses an algorithm that's continually updated so that it can provide users with what it determines to be the best experience possible.   At its most basic level, LinkedIn is a professional networking site. Not only does LinkedIn enable you to connect with people you know, it also enables you to connect with the people your LinkedIn connections know. It serves as a virtual mixer in which you have the opportunity to rub elbows with the best in the business. To use the platform effectively, start with a well-built profile page.  To keep things clear about LinkedIn – the algorithm has two primary goals: to prioritize relevant content and to promote engagement.

In building (or re-building) your profile on LinkedIn please think about the following:

Creative is nice but being resourceful is more efficient.  I always start with some basics around just understanding LinkedIn.  Go check out other profiles.  Take notes on what stands out for you.  Look at your friends, co-workers and former co-workers profile pages.  Look at profiles of people in jobs you are interested in.  Look at their photos, their articles, who they follow.  Note the words they use. What stands out for you?

Self-reflection.  Spend time on yourself.  Understand what you truly are looking for.  Understand what you have accomplished and what you can offer to a potential employer.  What is your marketing plan for yourself?  What are the top five things people appreciate about you – as a friend, as a co-worker, as a boss?  What are the top five things you have accomplished?  Think like you are a journalist writing about yourself.  What is the headline?  What are the key supporting facts?  What are the memorable or key details?  What will get my attention?

First impressions matter.  Is your photo professional?  What message does it convey about you?  Are you dressed for the role you would like?  (Are you looking for creative roles with a black suit and white shirt profile picture?).  Is your picture current and flattering for you?  No pets, no social photos, no cut-off partners.  Spend the time making sure that first impression is the right one.  And your headline.  Is it thoughtful?  Does it entice people to read further?  Tell everyone on LinkedIn who you are, what you do, and why you're someone they need to connect with.  Are you writing about what you have done or what you CAN do?

Words and details matter.  Typos, poor grammar, incorrect dates, and mis-spelled words are a reflection on you.  Many execs I spoke with just move on to the next profile if they see these.  Using the right words in your profile is the difference between being found and being invisible.  Identify the words you want to be found when people use a LinkedIn search - use those keywords in your headline, summary, and profile. Using the right keywords will expose you to more potential connections and opportunities.  And try to avoid buzzwords at all costs.

Utilize the tool.  Take advantage of all the profile page offers.  Use links to other pages and/or websites that are relevant to your work.  Add photos, presentations or documents where it makes sense to add more excitement to your page.  Ensure your LinkedIn URL is personalized.  When you created your LinkedIn profile, it had some terrible combination of letters, numbers, and slashes that had no value for your personal branding.  Make it your own. For example, mine reads: linkedin.com/in/davidharmonhr.  Add your volunteering, activities, awards and patents.  These all lead to more networking conversations.

Expand your visibility.  LinkedIn posts and articles offer another way to expand your influence, gain more visibility, and acquire new followers.  Always think about the audience you want to reach. Highlight your expertise and interests by posting engaging content. Just make sure your posts are appropriate for the millions of business professionals who use LinkedIn.  Follow professional and academic groups as well.  You can create original content or even share relevant articles.  Stay active.  This will help expand your network, show your expertise (when you engage in online conversations and answer questions that come up), and could connect you to the organizations you want to work for in the future.

Give and get recommendations.  LinkedIn makes it easy, providing an "ask to be recommended" link, where you can specify what you want to be recommended for, who you want to recommend you, and write a personal message.  Pick specific people. Don't just randomly ask all your contacts if they can recommend you. Be selective with people who know you and your work. Share details in your message to your connection. If there are specific skills you want your contacts to highlight in their recommendation, don't be shy, tell them.  Find people from all phases of your life.  Try to get a few from each place you have worked/ phase of your life.

Stay positive.  We all have some bad experiences, bosses, co-workers or companies from our past. Rise above.  Stay positive.  What you say reflects on you. Never post negative comments about someone's post or a past employer.  You will gain nothing doing this - but may lose instead.  Is there a way you can rethink and rewrite in a constructive way - if you can't, just hit the delete button and move on.

Stay current.  Be on top of industry knowledge. Research the companies and individuals you're interested in and follow them. LinkedIn makes it easy to find and follow people and companies. If you haven't already done so, make a list of employers you would love to work for and follow them on LinkedIn. This will help you stay in the know about company news and new positions as they become available (Los Angeles Dodgers or Green Bay Packers are you listening?).

Go network.  One of the biggest mistakes people make on LinkedIn is failing to reach out to connect with people you want to know but don't yet. That's the whole point of networking - getting to know new people, not just established connections.  Use your current connections to make new connections.  Building out your LinkedIn network has many benefits in addition to job searches, you can increase knowledge, find partners for your business, stay current on trends, etc.  

According to Mashable, statistics show that only 8.33 percent of Americans use LinkedIn during working hours compared to other social media sites, such as Facebook (with almost 30 percent of people using it during work hours), indicating that you might get more interaction and exposure if you update your status, network, and connect with people and companies after business hours on LinkedIn. Test this out at different times of the day to see what works best in getting responses and other interactions.  For example, LinkedIn showed me data that publishing articles on Tuesday afternoon gets the most readership.  Once you're ready to reach out to someone new, you can ask your connection(s) to make an introduction to someone they're connected to within the organization.  College alumni, past company alumni, sports associations, church peers, technical peers are all good networks to dive into.

Be personal.  "I'd like to add you to my professional network on LinkedIn."  Not a very exciting introduction to a future connection.  When you invite someone to connect, make it more personal—mention where you met or a topic you discussed in a LinkedIn group, over email, or during a phone interview. This personal touch will increase the odds they'll accept your request.  And please remember this - when someone accepts your request to connect, don't start pitching your service or product. This is a relationship killer. This drives me (personally) crazy.  Start slow. Comment on, share, or like their posts.  Build the relationship and then work your way into your business needs.

Be secure.  Remember to check your security and privacy settings which may or may not show every time you update something, who sees your profile and what content they can see.  It also allows you to filter what others see when you are stalking other profiles.  We do not always want people to see that I visited the CEO site of where I am interviewing 5 times in one morning.

From the Muse, “at the end of the day, the most exciting people to hire are the people who are the most excited about what they do. So, make sure your LinkedIn profile shows your enthusiasm. Join and participate in groups related to your field of expertise. Use your status line to announce stuff you’re doing related to your field. Share interesting articles or news. Connect with the leaders in your industry. Fly your cheerleader flag.”

Together. We. Win.