HOW TO BRING YOUR LINKEDIN PROFILE TO 100% COMPLETENESS (AND IMPROVE YOUR S.E.O.)

Fact:  A LinkedIn profile is a fundamental element of a strong online presence.   But, did you know that, according to LinkedIn, you are actually 40 times more likely to appear in a search if your profile is complete?  That’s important stuff!

Think of your profile as your online resume, but with so much more.  Here’s how you can bring your LinkedIn profile to 100% completeness to improve your search engine optimization.

Ensure that your profile includes:   

-   Your Current and (2) Past Positions  –   Ensure that you include not only your current employment information, but past as well (from at least 2 jobs), so that people who know you from your past places of employment will know that it’s you when they search you out.  The “Experience” section is your employment history/resume in a little bit more depth.  Try to be brief, just as you would be on your paper resume, but ensure that you include all of your important accomplishment information.  Include the names of companies that you worked for.  Search out these companies on LinkedIn to ensure that you are connecting to the correct branch of the company.  This will make it easier for past co-workers to find you.  Include duties to fill out the description of your work.

If you don’t happen to be currently employed, it’s not a good idea to blatantly lie, but an idea might be to state that you do some consulting – that you’re self-employed.  Or, if you do any volunteer work, here would be a good place to showcase that.  Likewise, if you’re new to the working world and don’t have two previous jobs under your belt, again, be creative – what have you done in the past that might constitute ‘a previous job’? 

-   Your Educational Background  –  You want people with whom you’ve gone to school to be able to find you on LinkedIn.  Even if you’re not a university grad, ensure that you include any and all education that you do have.  It’s not practical to lie and include a degree that you have not earned.  Just make sure that you include any courses that you have taken.

- Your Profile Summary – This can be up 2000 characters, and although it’s not necessarily recommended that you use all 2000, it’s essential for you to use at least 100 characters.  In filling out the Summary portion, remember to include all of the crucial, need-to-know information about yourself.  Keywords are important here as brevity is essential!  Consider your summary your “Elevator Pitch” – you have less than one minute to share all the vital information you want people to know about you.  Ensure that it captures the essence of the ‘business you’ and that it specifically lets connections know exactly what it is that you can do for them. Make it quick, but make it count!

-   Your Specialties & Skills  –  Fill these items in as you would search terms or keywords.  Consider the position and mindset of a person searching for your skills or services.  What words would they use? 

-    Your Photo  –  This is important, as it is the means by which you are most easily identified.  There could be more than one person out there that shares your name!  Consider having a headshot done professionally - you want to put your ‘best face’ forward and you want to ensure that the photo is well lit and really does look like the professional you.  It’s also a good idea to use the same photo on all of your social networking profiles as your photo can be your brand identity. 

-    Your Recommendations  –  A minimum of 3 recommendations are required to post a complete profile (each is worth 5% on the completeness scale).  It is possible to solicit recommendations from colleagues, former employers, and people you have hired.  It is in fact a good idea to have at least one recommendation from each of your jobs.  It is within the culture of LinkedIn to request recommendations from others.  A good idea is to reciprocate and write one for someone from whom you want to request one. 

It’s also a smart idea to provide the links to your website, Twitter account and blog where applicable.  This enhances your online connectedness as well as your SEO (Search Engine Optimization). 

It’s imperative that your profile’s searchability be at its maximum potential.  Your profile should be searchable on all search engines as well as on LinkedIn.  To the right of your profile page, a narrow blue box appears that indicates you profile completeness – try to bring it to 100%.  

SOCIAL NETWORKING: OF HUMANITY AND EMOTION

Social networking has taken over the world.   (And, if you don’t believe that statement to be true, here are some stats:  Facebook sees over 500 million ‘Likes’ per day; Twitter hosts over 340 million tweets per day; Facebook has over 1 billion users worldwide, and Twitter has over 500 million – and that‘s just two of the most prevalent sites.) 

Social networking has taken over the world because social networking plays on a most fundamental of human needs:  the need to feel included and to be ‘a part of something’.  I’ll admit, I wasn’t one of the first to sign up for Facebook when it was introduced, but I did check out people’s profiles and business pages when they would come up in a search.  When it came to pass that everyone, everywhere was on Facebook, I felt compelled to join, because, quite frankly, I started to feel like I was the only person on the planet that was not connected.  Kind of like I was out of the loop.  And, I have to admit, I spend more time on the site than I ever thought I would.  It’s enabled me to connect with people that I had not spoken to in over 30 years and that, without the technology of Facebook, I would never have connected with for the rest of my life.  I use Facebook to source information, to check out recommendations on products and services I’m considering, to help market my business and to just connect. 

So, what does that mean for your business?  Why is social networking such an effective means of marketing?  For the very same reason - human beings have a need to connect and to belong.  Social networking is nothing if not, well, social.  And being social and inclusive is the smartest way to reach the most people.  As ‘rational’ as we think we are as human beings, we tend to make choices and decisions based on our emotions.  A recent article posted by MarketingProfs explains that: 

 

“In regards to intellect versus emotion, our brains are hardwired to give emotions the upper hand. Information—in the form of words and data—is processed in the neo-cortex.

Meanwhile, all our emotions are rooted in the limbic system. The limbic brain is where we sense our emotional attachments, such as trust and loyalty. It’s the part of our brain that knows whether something is important to us. And it’s the place that motivates us to take action or not.”

It makes sense, therefore, that using social media as a tool for promoting your brand will generate more business than will using traditional advertising channels.  How best to do this? 

First, get to know your target audience intimately.  Who do you want to reach and why? 

Next, determine how you can best benefit them.  What can your business do for them that no other can? 

Now, create and post content on your social networking accounts that will resonate with your audience.  Your content should not revolve around you.  Use language that will touch some emotional chords and draw people in – make them want to integrate with and become a part of your business’ sphere. 

When you’re able to speak to their emotions, people get a sense that you understand them and that fosters a sense of trust.  And trust is the first step to establishing a strong relationship.  I’ve said it before and I’ll say it again – social media marketing isn’t about the hard sell, but rather about making the connection.  With a solid connection, everything else will fall into place!