Whether you're looking for a new role or growing a business, being active on LinkedIn is an important tool... but only if you do it right.
Here are some of the most common LinkedIn profile mistakes and how to avoid them.
1. Not Using a LinkedIn Cover Image
Your LinkedIn cover image is the first thing people see when they visit your profile. It provides an opportunity to make a strong first impression and convey your personal brand.
Yet, many professionals neglect to use a custom LinkedIn cover image, opting for the standard one instead.
By using a custom cover image, you differentiate yourself from the majority of LinkedIn users and show you're invested in your professional online presence.
2. No Personal Photo/A Personal Photo
Your LinkedIn profile photo is another critical element that impacts your online visibility and personal brand. It is essential to include a professional headshot that reflects your credibility and authenticity.
Don't use that picture of you when you had your make-up done for a friend's wedding. Don't use a selfie - you can tell. And don't use a personal picture that you've awkwardly cropped someone out of.
Invest in your professional presence by paying for a professional headshot, using a tripod and remote for your phone, or roping in a friend/family member to help you get a well lit professional shot.
3. Using Your Job Title as the Headline
Your professional headline appears right next to your name in search results and throughout LinkedIn. It serves as your elevator pitch, making it crucial to create a compelling and branded headline that entices viewers to click on your profile.
Avoid listing your job title and company name. Instead, use this space to highlight your unique value proposition and capture attention.
Craft a headline that clearly communicates who you are, what you do, and the value you bring. Optimise your headline with relevant keywords to increase your chances of appearing in search results.
4. Choosing the Wrong Industry
When completing your LinkedIn profile, pay attention to the industry you select.
Your chosen industry not only becomes a prominent part of your branding but also determines the searches in which you appear. Choosing the right industry ensures that you are found by the right people and increases your visibility.
5. Not Listing Three Websites
LinkedIn allows you to showcase three websites on your profile. Take advantage of this feature by listing relevant websites that support your personal brand.
Include links to your professional website, blog, social media profiles, or any other online platforms that showcase your work or expertise.
By listing these websites, you enhance your online credibility and boost your search engine optimisation (SEO) by associating yourself with authoritative sites.
6. Failing to Claim Your Personal URL
When you join LinkedIn, you are assigned a public URL that you can customise to reflect your name or brand.
Claiming your personalised URL helps you stand out and ensures that your profile appears in search results when someone searches for your name.
If you have a common name, it is especially crucial to claim your URL promptly to prevent others from using it.
7. Having Too Few Connections
A robust network is vital for expanding your reach. Having a large network increases your chances of appearing in search results and allows you to connect with individuals outside your immediate circle.
Take the initiative to connect with colleagues, industry professionals, and others who share your interests. Engage with LinkedIn groups to expand your network beyond your colleagues.
8. Underutilising the "Open To" Section
LinkedIn offers an "Open To" section that allows you to indicate if you provide services, are hiring, or open to job offers.
This section can be a powerful tool for attracting relevant opportunities, yet many professionals overlook its potential.
If you fall into one of the above categories, take advantage of the "Open To" section to make your intentions clear and to increase your chance of finding the right opportunities.
9. A Summary Without Keywords
Your LinkedIn summary is a prime opportunity to showcase your personal brand and optimise your profile for searchability.
Avoid writing a generic, cookie-cutter summary. Instead, create a branded summary that effectively communicates who you are, what you do, and the value you offer.
Incorporate strategic keywords related to your industry, skills, and expertise to enhance your profile's search engine optimisation.
10. Writing Your "About" Summary in 3rd Person
The quickest way to date your profile and appear out of touch and distant, the third person summary is, thankfully, a relic of the power CVs of the 90s and naughties.
To establish a genuine connection with viewers, write your LinkedIn summary in the first person.
Craft your summary as if you were speaking directly to the reader, keeping it conversational and engaging.
11. Ignoring the Featured Section
LinkedIn's Featured section allows you to showcase multimedia content on your profile. Many professionals overlook this section, missing out on an opportunity to captivate viewers and differentiate themselves.
Use it to add audio, video, or slideshow content that showcases your work, achievements, or expertise. It'll encourage people to browse more of your profile and leave a lasting impression.
12. Listing Every Role
Those at the start of their career need to make the most of every professional experience. But if you're looking at senior leadership roles, short placements or temporary forrays into other industries can clutter your profile rather than adding value.
The same rule applies for promotions. If you've been in the same company a long time, avoid listing small title changes, such as Director to Group Director.
LinkedIn isn't a CV. It isn't a list. Carefully pick the roles and experiences that create the right impression for your next job.
13. Reposting Without a Comment
When you feel under pressure to post more, it's easy to think that reposting the company's update or a relevant news story is enough. It's not.
Don't make your reader do the work. Explain why you're sharing it, what you want people to do with that content (read it, vote for someone, share it), and why it's relevant to your audience.
14. Insufficient Skills Section
The Skills section of your LinkedIn profile provides valuable insights into your capabilities and areas of expertise. It's also how many recruiters search to find suitable candidates.
Take the time to list relevant skills that align with your industry and professional goals. Be mindful of the keywords used in your industry and incorporate them into your skills section.
15. Mismanaging Endorsements
Endorsements serve as social proof of your skills and expertise, enhancing your credibility on LinkedIn. However, many professionals fail to manage their endorsements effectively.
Regularly review your endorsements and ensure that they accurately reflect your skills and expertise. Remove any irrelevant or outdated endorsements that may undermine your professional brand.
Take the initiative to endorse others in return to foster a supportive professional network.
Avoiding common LinkedIn Mistakes
By avoiding these common LinkedIn profile mistakes, you'll be able to expand your network, build your personal brand, and attract relevant opportunities.
Once you think your profile is in good shape, share it with a friend or colleague to get feedback on the main messages they see when looking at your profile.
For help optimising your profile or creating thought leadership content to showcase your expertise, get in touch with the Scribe team.
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