Smart Owl Book Digest

This How To Write a Killer LinkedIn Profile book summary outlines the key points from Brenda Bernstein’s book, How to Write a KILLER LinkedIn Profile…And 18 Mistakes to Avoid. The book provides a comprehensive guide on how to effectively leverage LinkedIn for professional success.

Why LinkedIn Matters

LinkedIn, a Microsoft-owned platform, boasts over 610 million users across more than 200 countries as of April 2019. In today’s digital age, having a strong LinkedIn presence is crucial for professionals at all career stages, from students to company owners.

“If you’re not on LinkedIn, you might as well not exist in this world. Everybody needs to be on LinkedIn.” – Guy Kawasaki

It has become the go-to platform for researching individuals and companies, with 77% of users relying on it for this purpose. A well-crafted LinkedIn profile can be instrumental in securing new jobs, forging partnerships, landing clients, and boosting your overall career prospects.

Key Strategies for a Powerful Profile

The book outlines 18 common mistakes people make on their LinkedIn profiles, along with strategies to rectify them. These strategies focus on two main areas: getting found on LinkedIn and keeping viewers engaged.

Getting Found: Keywords and Networking

• Keywords are crucial for appearing in search results when recruiters and potential clients look for individuals with specific skills and experience. Your profile needs to be optimized with relevant keywords that accurately reflect your expertise and the roles you’re targeting.

• Use keywords in your headline, job titles, summary, and throughout your profile.

• Research keywords by analyzing profiles of individuals in similar roles, exploring LinkedIn’s Skills section, reviewing job postings, and examining the language used by competitors and industry leaders.

• Building a robust network is essential for visibility. Aim for at least 500 connections, and ideally over 1,000, to expand your reach and increase your chances of appearing in search results.

• Connect with individuals in your industry, past colleagues, and people you’ve interacted with professionally.

• Personalize your connection requests to make a better first impression and increase the likelihood of acceptance.

“Dare to have a little fun! Times have changed, and people love to see a little personality in profiles.”

Keeping Viewers Engaged: Compelling Content and Presentation

• Your profile’s presentation matters. Ensure your profile photo is professional, your contact information is up-to-date, and your profile is complete to achieve All-Star status, which signifies a high level of completeness and boosts your visibility.

• Craft a compelling summary that grabs attention, highlights your key skills and accomplishments, and conveys your value proposition.

• Use the first 200-230 characters to showcase the most important information.

• Write in a conversational tone, addressing your target audience directly.
• Use keywords strategically to enhance searchability.

• Provide detailed descriptions of your job duties and accomplishments in your Experience section.

• Focus on achievements rather than simply listing tasks.
• Quantify your accomplishments whenever possible to demonstrate your impact.

• Incorporate keywords to further optimize your profile.

• Showcase your skills by completing the Skills & Endorsements section.

• Select skills that are relevant to your field and desired roles.
• Request endorsements from colleagues and clients to increase credibility.

Beyond the Basics: Leveraging LinkedIn’s Features

• Stay active on LinkedIn by sharing updates, publishing articles, commenting on posts, and participating in relevant groups. Regular activity enhances your visibility, positions you as an engaged professional, and helps you build connections.

• Utilize special sections to highlight volunteer work, publications, projects, languages, and other relevant information. These sections provide additional opportunities to showcase your expertise and differentiate yourself.

• Add media to your profile, such as presentations, videos, and images, to create a more engaging and informative experience for viewers.

• Actively search for jobs on LinkedIn, utilizing features like Easy Apply and saved searches.

• Network with individuals at companies you’re interested in.

• Research companies and roles thoroughly.

• Request recommendations from colleagues, clients, and supervisors to provide social proof of your abilities.

• Keep your profile updated regularly to reflect your current skills, experience, and goals. An outdated profile can harm your chances of being found and contacted.

• Familiarize yourself with LinkedIn’s Terms of Service to avoid violating any rules that could lead to account suspension or termination.

• Explore LinkedIn’s hidden search tools to find information and connect with individuals based on specific topics and titles.

• Create a company page to showcase your business, promote your brand, share updates, and engage with potential clients and employees.

• Utilize LinkedIn’s analytics to track the performance of your profile and company page, gaining insights into viewer demographics and engagement.

Achieving Success on LinkedIn

By following the strategies outlined in How to Write a KILLER LinkedIn Profile, you can create a powerful online presence that attracts attention, showcases your expertise, and opens doors to new opportunities.

Remember, a well-crafted LinkedIn profile is not a one-time effort but an ongoing process that requires consistent effort, engagement, and optimization.

“Remember, recruiters love passive job seekers! If you write a profile that sells your current company well, makes it clear you are happy and thriving in your current position, and includes effective keywords, guess what? You WILL be contacted by recruiters (assuming you follow most of the other advice in this book).”

The 18 LinkedIn Mistakes to Avoid for a Killer Profile

In the book, the author elaborates on 18 common LinkedIn profile mistakes to avoid. By understanding and rectifying these mistakes, you can significantly enhance your LinkedIn presence and maximize your chances of achieving professional success on the platform.

Section 1: LinkedIn Profile Nuts and Bolts

This section focuses on the foundational elements of your LinkedIn profile, setting the stage for a strong first impression.

• Mistake #1: Selling Yourself Short: Lack of Keywords and an Ineffective Headline

Problem: With millions of users, your profile needs to be easily discoverable. A lack of relevant keywords and a generic headline will make you invisible in search results.

Solution:

• Optimize your profile with industry-specific keywords in your headline, job titles, and summary.
• Craft a compelling headline that showcases your unique selling proposition (USP) within the 120-character limit.
• Research keywords by examining profiles of similar professionals, exploring LinkedIn’s Skills section, and analyzing job postings.

• Mistake #2: Unprofessional/Distracting Profile Photo, No Photo, or No Background Image

Problem: A poor-quality or unprofessional profile photo can create a negative first impression. A missing photo or background image can make your profile appear incomplete and less credible.

Solution: Use a high-quality, professional headshot that presents you in a positive light. Choose a clean and appropriate background image that aligns with your professional brand.

• Mistake #3: Not Creating an All-Star Profile

Problem: An incomplete profile limits your visibility and search ranking. It can also signal a lack of effort and professionalism to potential connections.

Solution: Complete all necessary sections of your profile, including:

• Contact information (phone number, email address, website URLs).
• Current position with a detailed description.
• At least two past positions.
• Education details.
• Skills and endorsements.

• Mistake #4: Outdated or Incomplete Information in Contact and Personal Info

Problem: Outdated information reflects poorly on your professionalism. An uncustomized public profile URL appears messy and unprofessional.

Solution:

• Ensure all contact information is current, including your website URLs.
• Customize your public profile URL to feature your name and potentially relevant keywords.

• Mistake #5: Fewer than 500 (or even 1,000) Connections

Problem: A limited network reduces your visibility in search results and “people similar to” suggestions. It can also restrict your access to potential job leads, referrals, and business opportunities.

Solution:

• Aim to build a network of at least 500 connections, ideally exceeding 1,000.
• Connect with individuals in your industry, past colleagues, and people you’ve interacted with professionally.
• Personalize your connection requests to foster genuine connections.

• Mistake #6: Ineffective or Inappropriate Communication with Your Network

Problem: Failing to engage with your connections or communicating inappropriately (e.g., sending spammy messages) can damage your reputation and limit the value of your network.

Solution:

• Reach out to new connections with personalized messages, expressing gratitude for the connection and initiating a genuine conversation.
• Avoid sending unsolicited sales pitches or job requests.
• Engage in meaningful conversations, offer valuable insights, and provide support to your connections.

• Mistake #7: Sending the Dreaded Generic LinkedIn Invitation

Problem: Generic connection requests lack personalization and can signal a lack of genuine interest, leading to lower acceptance rates.

Solution: Always personalize your connection requests, briefly explaining why you want to connect and highlighting any shared interests or connections.

Section 2: Writing and Presentation Tips for Your KILLER LinkedIn Profile

This section focuses on crafting compelling content and optimizing your profile’s presentation for maximum impact.

• Mistake #8: Blank or Ineffective Summary Section

Problem: A blank or poorly written summary misses the opportunity to capture attention and showcase your expertise. It also limits your ability to incorporate keywords for search optimization.

Solution:

• Write a compelling summary that highlights your key skills, accomplishments, and value proposition.
• Use the first 200-230 characters to make a strong first impression.
• Write in a conversational tone, addressing your target audience directly.
• Incorporate keywords strategically for search optimization.

• Mistake #9: No Descriptions or Weak Descriptions of Job Duties and Accomplishments

Problem: Insufficient or weak descriptions in your Experience section fail to showcase your professional achievements and limit keyword opportunities.

Solution:

• Provide robust descriptions for each position, focusing on accomplishments rather than simply listing tasks.
• Quantify your accomplishments to demonstrate your impact.
• Include keywords to enhance searchability.

• Mistake #10: Lack of Consistency/Discrepancies in Format and Structure—and Spelling, Grammar, and Punctuation Errors

Problem: Inconsistency in formatting, grammar, and spelling errors create a negative impression, signaling a lack of professionalism and attention to detail.

Solution:

• Maintain consistency in formatting, writing style (first or third person), and grammatical constructions.
• Thoroughly proofread your profile to eliminate errors and ensure clarity.
• Consider using tools like Grammarly to assist with proofreading.
• Mistake #11: Unattractive Formatting

Problem: Unattractive formatting detracts from the visual appeal of your profile and can make it difficult to read.

Solution:

• Use visually appealing bullet points, such as arrows (►) or dashes (—).
• Utilize formatting elements like pipes (|) to separate items in your headline.
• Ensure adequate spacing and a visually appealing layout.

• Mistake #12: Blank or Skimpy Skills & Endorsements Sections

Problem: An incomplete Skills & Endorsements section limits your visibility in skills-based searches and weakens your credibility.

Solution:

• Add a comprehensive list of relevant skills to your profile.
• Request endorsements from colleagues and clients to validate your skills and enhance your credibility.

• Mistake #13: Not Staying Active through Activity Updates, Publishing, Comments, and Kudos

Problem: Inactivity on LinkedIn can make your profile appear stagnant and reduce your visibility. It also limits your opportunities to engage with your network and showcase your expertise.

Solution:

• Regularly share updates, articles, and other relevant content.
• Participate in conversations by commenting on posts and giving kudos to your connections.
• Engage with company pages of organizations you’re interested in.
• Leverage tools like Hootsuite to streamline your social media sharing.

• Mistake #14: Special Sections not Utilized

Problem: Neglecting special sections misses opportunities to showcase additional aspects of your expertise, experience, and interests.

Solution: Utilize relevant special sections to highlight volunteer work, publications, projects, languages, and other valuable information.

• Mistake #15: No Media Items in your Summary and Experience Sections

Problem: A lack of media items limits the visual appeal and engagement of your profile. It also misses the opportunity to showcase your work through presentations, videos, and other media formats.

Solution:

• Add relevant media items to your Summary and Experience sections, such as presentations, videos, images, and documents.
• Leverage platforms like SlideShare to share presentations and enhance your visibility.

Section 3: Playing the LinkedIn Game to Win

This section emphasizes the importance of actively utilizing LinkedIn’s features and engaging with the platform to achieve professional goals.

• Mistake #16: Not Utilizing LinkedIn’s Jobs Functions

Problem: Ignoring LinkedIn’s job search features limits your access to potential opportunities and hinders your job search efforts.

Solution:

• Actively search for jobs on LinkedIn, utilizing features like Easy Apply and saved searches.
• Network with individuals at target companies.
• Thoroughly research companies and roles before applying.
• Leverage the Open Candidates feature if you’re actively seeking new opportunities.
• Explore LinkedIn Learning to acquire new skills and enhance your qualifications.

• Mistake #17: No Recommendations, Very Few Recommendations, and/or Boring or Error-Filled Recommendations

Problem: A lack of recommendations or poorly written recommendations weakens your credibility and fails to provide social proof of your abilities.

Solution:

• Request recommendations from colleagues, clients, and supervisors.
• Provide specific examples of the individual’s strengths and contributions in your recommendations.
• Proofread recommendations carefully to ensure they are error-free and compelling.

• Mistake #18: A Static (Unchanging, Outdated) Profile—and Thinking all You Need is a KILLER LinkedIn Profile

Problem: A static profile can make you appear disengaged and out of touch with your industry. Relying solely on a strong profile without active engagement limits your networking and visibility potential.

Solution:

• Regularly update your profile with new skills, experiences, and accomplishments.
• Stay active on the platform by sharing updates, participating in conversations, and engaging with your network.
• Go beyond online interactions and seek in-person connections and networking opportunities.

By avoiding these 18 common mistakes and implementing the recommended strategies, you can create a KILLER LinkedIn profile that sets you apart, strengthens your professional brand, and opens doors to exciting new opportunities.

“Who are you, and why should I care?” – Catherine Byers Breet

Who should read this book?

In my view, this book will be very useful for:

• Job seekers: The book provides detailed guidance on optimizing LinkedIn profiles to attract recruiters and hiring managers. It covers topics like keyword optimization, crafting compelling summaries, and showcasing accomplishments effectively. It also explains how to leverage LinkedIn’s job search functions, such as Easy Apply, Open Candidates, and connecting with recruiters.

• Business owners: The book emphasizes the importance of distinguishing between personal and company branding on LinkedIn. It offers strategies for creating a strong personal brand while promoting business services and establishing thought leadership.

• Sales and business development professionals: The book provides insights on using LinkedIn for lead generation and building relationships with potential clients. It highlights the importance of personalized communication and avoiding spammy tactics.

• Students and recent graduates: The book offers guidance for creating a strong LinkedIn profile early in one’s career, emphasizing the importance of showcasing skills, experiences, and connections. It also highlights LinkedIn’s resources specifically tailored for students.

• Professionals in any industry: The book covers universal LinkedIn best practices, including profile optimization, effective communication, and active engagement. It provides insights on building a strong network, establishing thought leadership, and leveraging the platform for career advancement.

• Individuals with unique career paths: The book offers suggestions for handling career changes, gaps in employment history, and other special situations on LinkedIn.

The book is written in a practical and easy-to-understand style, making it accessible to a wide range of readers.

It includes numerous examples, tips, and resources to help readers create a KILLER LinkedIn profile and maximize their professional success on the platform.

Liked this How To Write a Killer LinkedIn Profile book summary? Read other book summaries here

For book summaries on leadership and management, click here

You may also enjoy:

Think and Grow Rich: A Free Book Summary of Napoleon Hill’s Philosophy for Success