We wrote last week about the importance of maintaining your Linkedin profile to ensure a consistent brand message as employers are increasingly reviewing candidates’ social media presence. We have compiled the following points for those of you who are less familiar with the functionality or indeed what recruiters look for. There are a couple of key points to remember as you build your profile; Firstly you should have a clear idea of what your personal brand is ahead of writing the profile and secondly to ensure you are easily ‘found’, you need to optimise your use of key words.

Customise your Linkedin URL

Set your LinkedIn profile to “public” and add a unique URL to your profile (for example www.linkedin.com/in/jezstyles). To do this click on ‘edit profile’ and next to where it says ‘public profile’ click edit again. This also makes it easier to include your LinkedIn URL in your email signature, which is a great way to demonstrate your professionalism. It will also ensure you rank higher in search engines such as Google.

Use an informative and accurate Profile Headline

The default setting is the last position you held. There has been much debate on various forums and there are two opposing views; your headline should reflect your last position; Or, your profile should reflect where you see your ‘brand’ being positioned ie “Operations Director for FTSE 250 Retailer.” You will often see “Looking for opportunities.” While this may reflect your employment status it creates a negative impression.

 Upload an ‘appropriate’ Photo!

This may be obvious but do keep this professional. It should also reflect the brand you are keen to portray. Fashion candidates should ensure they are dressed in a manner that reflects their current or target market. An ex colleague of mine recently, and to be fair temporarily, uploaded a picture of himself sporting a rather impressive pair of spectacles despite the fact that he rarely wore them (you know who you are!). It is best to ensure your photo reflects what you look like in real life!

 Provide Contact Information?

You can provide contact information on your profile (either on the summary page or in the specific communication fields) so that people can get in touch with you outside of the parameters of Linkedin. It is worth doing this if you are active in your job search and you wish to reduce the barriers to simple communication. If you are nervous about doing this you can amend your privacy settings so that this is only visible to first degree connections.

Add relevant websites

You can add up to three websites and it is worth utilising this function. I would suggest adding your company website particularly if you work for a niche brand, your Twitter link, your blog or any other website that you are personally invested in.

Complete your Education

Get as much detail in here as you are comfortable with and do not be shy about including any summer courses or distance learning. If you work within a functional specialism such as property, it is worth mentioning that you are chartered and the year you qualified.

Develop a professional Summary & Specialities statement

Your statement should incorporate a short paragraph summarising your experience to date. It is worth highlighting some unique experiences, what differentiates you from your peers or any outstanding awards or achievements. Overall, it should be a clear and concise representation of your ‘brand message.’ It has also become common place to add a list of keywords or phrases to the bottom of this section. The keywords are crucial as this is often what recruiters search for when looking for prospective candidates ie. if your job title is not an industry standard term you could add appropriate key words to ensure you can be easily ‘found’.

Ensure your Experience (Career) is fully complete

As we mentioned in our previous blog, recruiters are beginning to cross reference Linkedin Profiles with CVs. It is essential that the dates and job titles are consistent. It is worth detailing responsibilities, accountabilities and achievements where possible. This is another opportunity to add keywords thus ensuring you optimise your search position.

Languages

Don’t be shy about adding languages. British retailers are increasingly expanding overseas and language skills are increasingly in demand. Similarly, international retailers looking to move in to the UK will be very keen to identify candidates that can communicate in their native language.

Add Applications

It is worth checking adding useful applications (via settings) such as WordPress (for your blog if you have one), Box files (any documents you may wish to add such as a recent presentation) or Slideshare for any presentations you may wish to upload. These applications will often reveal a side of you that your CV does not such as how you think or feel about certain topics.  Again, ensure that anything you add is consistent with your ‘brand message.’

Ask for recommendations from a diverse selection of contacts

This doesn’t come naturally for some people however it adds a high degree of credibility. I found myself, by accident rather than design, looking at two candidates last week for a position I was recruiting for. Instinctively I was more interested in the candidate with good quality recommendations from people I respect than the individual who had none. It is worth including at least one recommendation per position.

It is also sensible to call your contacts to let them know you are planning to send a request and giving them some steer as to what you would like them to focus on, once again to ensure a consistent brand message.

Join ‘Groups’

It is worth joining a number of groups on Linkedin, particularly groups that are relevant to your Industry, Specialism or Job function. Not only are the groups useful in terms of information but they will also add to the brand message you are keen to portray. They will also provide you with a vehicle to further develop your profile over a period of time (further blog to follow!). You can find our group here

Do you need to add Skills & Expertise?

This functionality was added to Linkedin in the UK earlier in the year (2012). Essentially you are ‘self coding’ yourself in the way recruitment firms do within their databases. The only drawback with the functionality is that there is a temptation to add skills that are aspirational rather than experience led. Having spoken to a few colleagues and other contacts in the industry it would seem that the search functionality which accompanies this is rarely used. On the flipside it will improve keyword searches. In my opinion this is not essential but perhaps worth doing to once again strengthen that all important brand message.

Privacy Controls

You can find this under ‘settings’ via a drop down box from your name in the top right of the screen. Depending on your account type you can set varying levels of privacy. Bear in mind that if you go for the highest settings you will be difficult to find, although clearly, this is not a problem if the purpose of the account is to stay in touch with colleagues etc. Via the settings function you can also become a member of the ‘openlink network,’ this enables other non first degree connections to send you direct messages. This is of particular use if you are actively looking for a new position.

Hopefully there are a couple of useful pointers here for you, if you have anything else to add it would be much appreciated, please comment below. We will also write a follow up blog shortly with some useful suggestions on how to manage your profile proactively thus ensuring you competitively position yourself on a consistent basis.

Jez Styles

www.admore-recruitment.co.uk

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