It’s no secret. Recruiters and HR professionals are looking at your profile. Sometimes they do this just to verify that the information on your resume coincides with your LinkedIn profile, at least the basics of the work history. Sometimes they are looking for the rest of your story. Whatever the case, there is a lot you can do to enhance the quality of your online presence and drive more traffic to your profile.
Use Search Engine Optimization (SEO) tactics
This is one of the key differences between your resume and your LinkedIn profile. On your resume, key words screen you in, and they only have to be used once. For example, if HR sees “Microsoft Office” in your skill set, you don’t need to repeat that term within every one of your positions in the work history to get past the screening procedures.
However, your LinkedIn profile is in fact a website. As a result, we want to repeat the high value key words and their derivatives in a natural manner. (Note that this is for high value key words – you still don’t need to repeat “Microsoft Office” 10 times.) For example, I am trying to attract job seekers who might hire me to write their resume. My summary includes terms like “effective resumes, resume writing, resumes and cover letters, and resume writer” sprinkled throughout the different paragraphs and sentences. This means that I will show up in more searches because of both the frequency and the variation of the key words.
Write a descriptive, key word optimized headline
When someone searches on LinkedIn, the results won’t show your full profile – it starts with a list first, which highlights your name, headline, and work history basics. That headline is a powerful branding statement. Lead with something that entices the searcher to click on your profile.
Selfish or desperate headlines like “Seeking a new opportunity in Denver” rarely work, especially if you are trying to proactively reach out to managers through LinkedIn. In those cases, it may even drive them away. Instead, think of what you can do for others. Is it building a powerful team? How about increasing revenue? Or solving persistent problems? Whatever it is, never forget to write a value proposition that matters to your audience, be it recruiters, managers, or customers.
Add supporting content
LinkedIn is a great resource to show off your work. It could be an article you wrote, a PowerPoint presentation, an introductory video, or even your full resume. In fact, you can watch a 3 minute video on how to do this from my own LinkedIn profile: https://www.linkedin.com/in/donnashannon
Additional content can be added to your summary or work experience. Just remember that it may be publicly available, so remove your street address if you are uploading your resume.
Use your Skills and Endorsements strategically
People ask me all the time if the Skills and Endorsements are valuable or not. The answer is “yes.” We know that they aren’t as valuable as Recommendations because Endorsements are only mouse clicks from your connections, usually generated somewhat randomly. The reason why they matter comes back to the SEO factor for your profile. Every single one of those Skills is a key word. You want to make sure to only keep high value key words in this area and delete anything that doesn’t fit with your target jobs.
Make use of the Additional Sections
People come to your LinkedIn profile to learn more about you. This is where filling in your Causes That You Support, Volunteer Experience, Publications, Awards, and so on can really benefit you. Resumes are getting more streamlined all the time, but the extras on your LinkedIn profile can overcome this problem.
Even if you describe an award within your work history, take the extra time to fill out the optional Award section on your profile. It creates cross-links within your profile and draws more attention to the achievement.
Bulk out your Interests and load up on SEO
On most resumes, it’s not appropriate to list your interests or hobbies anymore, unless they directly relate to the job. However, this is a great section to complete on LinkedIn to give the company insight into who you are and how you would fit within the corporate culture.
There is also another trick you can use in your Interests. One way to increase your SEO with lower value key words is to create a key word blast and then place it in the Interest. A key word blast is any and all variations of some of your key words. For example, here is my Interests:
“Science Fiction, Horror, Karate, hockey, baseball, Private service, domestic staff, luxury lifestyle management, employment assistance, corporate job search, recruitment, resume writer, job search advisement, consulting, writing services, interview coaching, career coach, author, teacher, professional speaker, resumes, job hunting, job search tips, career consultant, job search skills…”
The first few interests are real. When you get to “private service,” you find variations of the same term, such as “domestic staff” and “luxury lifestyle management.” These are niche markets that I serve. I want to show up in these searches, but I don’t want to give up valuable real estate in my summary with these lower value key word variations.
In conclusion, your resume may be your core document, but your LinkedIn profile gives the rest of the picture. Keep in mind that this is not a static document but its own webpage and, as such, it needs the same strategies to attract and drive traffic to it.