LinkedIn: 8 basic steps for profile optimisation
Financial Services professionals might consider that optimising is a basic thing to do in order to increase the career opportunities they’re presented with during their career. Choice, allied with critical selection and a plan, are good. Here are some basic steps that you can do to take the first steps to optimise your Profile:
Clarify your value proposition. Have a clear and easily understood value proposition to the marketplace and promote that without distracting from it. What’s the value that you offer? Avoid confusing messaging, particularly when it comes to this. For example, someone might promote their accountancy skills and qualifications at the same time as declaring that they do equity sales. Sure, the accountancy background may add some credibility, but it shouldn’t dilute the core message.
Visuals. Have a good image at the top of the page which in some way relates to where you are and/or what you do. Furthermore, have a high quality photo of yourself. It should present a professional image and only show your head and shoulders. Avoid editing from holiday or party snaps, and anything distracting in the background.
Headline. This comes underneath your name. It will default to your current job title unless you edit it and it should succinctly spell out what you do, who you do it for and, perhaps, the result they might expect. For example: ‘VP. FIG M&A helping UK Banks and Insurance firms, Morgan Stanley’ is better than ‘VP. Morgan Stanley’, in my view. This is not least because there are more keywords - and keywords make you more findable for those looking for you on the platform.
About Section. Here we expand upon what you’ve established in the Headline. The audience wants to understand what you offer and why. You can incorporate why you’re excited or passionate about your role, or driven to do what you do. It’s typically written in the first person - ‘I am driven to make a difference in…’. Makes sure that this block of text is written in a clear, concise and compelling way.
Experience Section. You’ve worked hard in your career to add value to the businesses you’ve been serving. So, in this section you can give more information about what you’re doing now and what you’ve done in the past. There are two visible lines where you can give facts and details about your responsibilities and achievements in each position. The focus of this section is to include evidence that substantiates the Value Messages and claims you make elsewhere in your profile.
Skills and Recommendations. These sections are interesting because unlike your CV, other people can endorse your skills and write a recommendation for you. This will go some way to deepen your credibility and value in the eye of the reader.
Education, Licences and Certifications. Again, the hard work that you put into your education and professional studies gives you a great deal of credibility and needs to be shown.
Keywords. As I’ve already mentioned, keywords are essential to help the LinkedIn algorithms and need to be sprinkled throughout. Avoid over-stuffing into the text, which will result in a clumsy word salad. Keep the text clean, crisp and compelling. The Headline, About Section, Experience, Skills are all places to place them into.
I realise that for many people reading this, these eight points may seem very basic and ultimately, they are. However, I think it’s worthwhile mentioning them because so many Profiles I see are somewhat lacking. It may well be because the very real career benefit of a great and optimised LinkedIn Profile is underestimated by quite a number of Financial Services professionals. If you’re interested in having a 15 minute, no-strings-attached call about your career and LinkedIn Profile, let’s talk. You can use this link to book a call.