Your LinkedIn Profile is Your Personal Brand

It’s working for you—or against you—every single day.

Think of your LinkedIn profile as your digital reputation. It's not just an online resume; it's a living, breathing representation of your personal brand. Whether you’re actively job searching, building your network, growing a business, or simply maintaining a professional presence, your profile is always working in the background, promoting you or… hiding you.

If it’s not up to date, you’re missing opportunities. Here’s why:

LinkedIn’s Algorithm is Always Working

LinkedIn’s algorithm continuously scans profiles to serve relevant results to recruiters, collaborators, and potential clients. But if your profile lacks the right keywords, you're practically invisible, even if you're incredibly skilled.

Tip: Think like a recruiter. What keywords would they use to find someone like you? Sprinkle those throughout your headline, summary, job titles, and skills section. Be specific and strategic. Use terms that reflect both your current role and the one you aspire to.

First Impressions: Your Profile Photo

Your photo is the first thing people notice. It tells the world if you're approachable, professional, and trustworthy. A polished, friendly photo can spark connection before a word is read.

Banner Image: Tell Your Story Visually

The banner at the top of your profile is valuable real estate. Don’t leave it blank.

• Show off your work, brand colours, or a quote you live by.

• Display a visual of your industry or even a hobby that gives people insight into who you are.

It sets the tone and makes your profile memorable.

Headline: Make It Count (Use All 220 Characters!)

Your headline isn’t just your job title. It's your elevator pitch. You have 220 characters—use them wisely.

Tell us:

• What you do

• Who you help

• How you make an impact

Examples:

"Driving corporate growth through smart M&A strategy | Legal advisor for high-impact transactions & cross-border deals" or "Partnering with law firm leadership to build strong, resilient teams | HR Director | Specialist in legal sector talent & culture" or “Helping startups scale with strategic brand design | Creative Director | Passionate about storytelling, growth & innovation”.

About Section: This is Your Story

The “About” section is your moment to shine. It’s not just a summary, it's your why.

• Why do you love what you do?

• What do you believe in?

• Who have you helped and how?

• What should people walk away remembering about you?

Be human. Let your personality shine through. People remember stories, not bullet points.

Experience: Go Beyond the Job Description

Instead of copying and pasting your job description, explain:

• What you actually do

• The impact you've made

• Projects you're proud of

• Results you've achieved

Use bullet points for clarity but keep it conversational.

Skills & Endorsements: Power-Up Your Visibility

List at least 15–20 relevant skills that align with your profession and goals. This helps:

• The algorithm match you to opportunities

• Peers and recruiters understand your capabilities

• Others endorse you (yes, they still matter)

Pro tip: Reorder your top 3 skills to reflect what you want to be known for most.

Final Thoughts: Keep Evolving

LinkedIn is not a "set it and forget it" tool. Review your profile every few months. Tweak keywords. Update achievements. Add new projects or publications.

Remember: your LinkedIn profile is you on display 24/7. When it’s aligned with your personal brand, it opens doors you didn’t even know were waiting.