Raise your hand if you want your career to stay stagnant with no upward mobility. No one? That’s what I thought.
You’re a marketer, right? So why not use “marketing” to climb the corporate ladder?
In this post, I’m going to teach you how to do it by using some personal branding tips on your LinkedIn profile.
But first, lemme ask you this…
What’s the first thing people do after they meet a new business acquaintance?
If you thought, “they Google him,” you’re absolutely right.
Like it or not, these days, and for many people, your online presence is tied to your credibility. Especially if you’re in marketing.
The good thing is, you can control what shows up about you on search engines.
Alright, so what’s the next thing they do?
They look him up on LinkedIn because LinkedIn is also search engine.
Job HistoryLinkedIn looks at a user’s current and past title at his employing company. The more times that title occurs, the ranking goes up for that keyword.HeadlineThe engine also looks at the profile headline and sees if the keyword appears there.NameIf a user has “Video Editor” or “Craig Video Editor” as his name, this person will get the highest ranking. Unfortunately, such an account has a high potential of being banned because “Craig Video Editor” is a fake name. Secondly, it’s bad practice from a usability standpoint. Definitely not recommended to put the keyword as a name.ConnectionsSearch results in LinkedIn are personalized to the person searching. Results are shown only of those people who are within one’s network. The broader your network, the more people will be able to see your profile in their search results.
In fact, I’d say in a professional context in the U.A.E., no other social media channel is as important.
Here are my practical tips to boost your visibility on LinkedIn. That means…you’ll get more profile visits, connection requests, and messages from recruiters!
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1. Create a list of keywords related to your job
Remember, your goal here is to rank on the LinkedIn search engine. Because of this, you need to think in terms of keywords.
So, if you’re a marketing manager, what keywords should you pick?
- They should be keywords people are searching for
- They should be focused (5-10 keywords only)
Here’s a sample list:
- Marketing Manager
- Content Strategy
- Social Media
- Digital Advertising
You’ll notice there are no repeated words. And that’s OK, because you’ll also rank for terms like:
- Digital Marketing
- Social Media Marketing
- Marketing Strategy
- Content Marketing
- Digital Marketing Manager
And so on.
These keywords should be mentioned throughout your profile naturally. It’ll be obvious if you stuff keywords.
However, if you’re feeling bold you can try this.
- Create a comma-separated keyword phrase like so – Marketing Manager, Content Strategy, Copywriting, Social Media, Digital Advertising
- Edit the “Experience” section of your LinkedIn profile
- Change the title of each relevant past and current company to your keyword phrase
The more times this keyword phrase shows up in your title, the higher your ranking for each keyword goes.
2. Use a descriptive LinkedIn headline
Add your job title or primary keyword here AND include something that’s more descriptive.
3. Upload a professional profile picture
This seems like common sense but you’d be surprised at the crappy photos I see on people’s profiles. Or worse, no profile pictures at all.
- No selfies
- No group photos with everyone but you cropped out
- Dress professionally
- Show your entire face
- Use the squinch
- Emphasize your jawline
4. Optimize your LinkedIn summary
There are any number of ways you can do this. Check out these two articles for inspiration:
- 7 Creative LinkedIn Summary Examples to Help You Craft Your Own
- 5 Highly Effective LinkedIn Summary Templates for Sales Reps
If you want something simple to get started, use the 3×3 formula:
- 3 paragraphs of 1-3 sentences long
- 1st paragraph tells the reader who you are and what you do
- 2nd paragraph tells them how you can make their life better
- 3rd paragraph asks them to take an action (“send me an connection request”)
5. Add work samples and other media
This is where you get to show “proof of work” to boost your credibility. I like video because you can post educational content that shows you’re the real deal.
Here’s how to add videos to your media section:
- First, upload the video to Youtube and publish it as “public” or “unlisted.”
- Then, edit your profile, paste the link to your Youtube video in the media section, and save your edits.
6. Tell a story with your profile
How are you going to stand out from the tens of thousands of other marketers on LinkedIn in the UAE? You tell a story and create a(n authentic) persona for yourself.
This narrative should be weaved throughout your entire profile…your headline, your summary, your work history and so on.
My persona is “premium consultant and master of content and digital branding.”
7. Complete the other parts of your profile
Don’t be lazy and leave your profile incomplete. That means adding your education history, certifications, and getting endorsements and recommendations.
8. Get endorsements for your job-related keywords
The best way to get endorsements is to endorse other people in your network. They’ll endorse you because of the reciprocity principle.
The second-best way is to ask. If you’re a manager you can make this a team activity where everyone in the team endorses each other.
9. Ask your boss and previous bosses for recommendations
This one is a no-brainer. You can also ask colleagues for recommendations. If you’ve done client work before, ask them too.
10. Connect with everyone from your company
The more people you have in your network, the more people will be able to see your profile in their search results.
And here’s another benefit to growing your connections:
How often do your internal company memos get opened or read? (Do you even track this?) How often do you think your co-workers check their LinkedIn profiles? Probably at least once a day.
If you’re looking to grow your authority and credibility in your company, it makes sense to make important announcements (like marketing wins, for example) on LinkedIn too.
11. Connect with upper management from your competitor companies
Here, you’re trying to grow your authority and personal brand by impressing the CEOs, CMOs, Heads of Growth, etc., of your competitors.
12. Let recruiters know you’re open to job opportunities
LinkedIn has a bunch of settings for people who are looking for jobs. You already have a job but you can still use it to keep your job hunting skills sharp. Plus, the right offer can be good leverage for you to get a raise or promotion down the line.
13. Post updates on Linkedin every day
This is why you’re growing your connections. You’re going to grow your personal brand by posting content that positions you as a leader in your space.
You can do this by posting status updates and blogs, commenting on and sharing other people’s content.
14. Link to your Linkedin profile from other profiles
If you have a personal website, link to your LinkedIn profile from it. Same goes for your email signature, article bylines, and other social media accounts.
I’ve given you 14 practical tips you can use today to level-up your Linkedin profile. But if I had to summarize them down to two, here’s what I recommend:
- Have a complete profile
- Post content to LinkedIn regularly
Do you know any LinkedIn profile tips I didn’t include in this post? Leave a comment below and let me know what they are.
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