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Building your online brand presence through LinkedIn

How to maximise your LinkedIn profile to help you get noticed in the job market.

April 24, 2020

A woman on her phone sits at a laptop building an online brand through LinkedIn

If you have yet to create a LinkedIn profile, consider creating one; if it’s incomplete, update it. LinkedIn has become a resource for recruiters, employers and peers who want to learn more about you professionally. Statistics on LinkedIn from state there are currently in excess of 600 million users on LinkedIn, and every second, two new members join. With these compelling statistics how can you make LinkedIn work harder for you?

Complete your profile

The summary is usually one of the first pieces of information to be read and is an opportunity for you to share content to engage the reader. You can quickly distinguish yourself within the market by creating a powerful summary. When completed correctly, your profile should assist the reader in understanding who you are, what you do and what you have done. When filling out the experience and education sections, write short sharp sentences and include quantifiable information to highlight successes. Much like when writing a great CV, talk about your achievements—not just your job duties.

Use keywords

Use keywords throughout your profile. Recruiters use Boolean search tools, which help them filter searches and navigate to relevant profiles. By using keywords in your profile, it helps them find you. To know which keywords to use, think about search terms  that someone might use to find you. These will likely be specific to your job and or industry.

Update your profile picture

Upload a professional photo of yourself. According to LinkedIn, profiles that include a photo receive 21 times more profile views than those that don’t. Your photos should be a head shot, in full colour and containing no one else but yourself.


Let your creativity shine. Think about your value proposition and use this section as an opportunity to highlight this. What makes you unique? And what value can you bring to an organisation?

Skills & Endorsements

You can select up to 50 skills on your LinkedIn profile. According to, members with a minimum of five skills receive 17 times more profile views. Therefore, it’s important that you add in your skills so that you can be endorsed for them. Position your top skills first, so that they are visible without having to expand the section, then the reader can see your strengths/specialisation.

Ask for recommendations

Ask for recommendations from someone who can vouch for you and your skill set; this will assist with building your credibility.

Proof-read it before you publish it

Proof-read your profile to check for spelling and grammar and to make sure that it reads well. Simple details like missing capitals in your name, company and job title can be off-putting to the reader.

Make connections in the industry

Connecting with other industry professionals will assist in keeping you informed on what is happening within your industry. It can also increase the likelihood of learning about new job opportunities in your chosen field. As you work through applying for a new job, these connections may also come in useful as testimonials or to help you find out more about a prospective employer if they already work there.

Personalise your URL

There is a feature on LinkedIn where you can customise your profile URL. Follow these steps: Go to your profile > Edit > Manage public profile settings > customise your profile URL.

Join groups, discussions and engage with articles

Be active. Join relevant industry groups and conversations on LinkedIn. Doing so also provides the opportunity to add value by asking and responding to questions, sharing links to news articles and posting any other relevant content. By posting relevant content and sharing educated opinions, this demonstrates your commitment to your industry and builds credibility, helping you gain a competitive advantage in your field.