Understanding Your Audience

The way you tell your story depends on whose attention you’re trying to attract. Whether it’s potential customers, new business partners, job candidates, or other useful business contacts, understanding your audience will help you tailor your LinkedIn profile to speak directly to them.

Build Your Profile

Every day, members access LinkedIn to read the latest industry news, participate in group discussions, and to connect with other professionals.

When candidates look at your profile, you want to be sure that they learn more about you and your team. Your profile should serve as a conversation starter about you, your team, and your organization's brand. When people see your profile, you want them to think, "yes, tell me more."

Profile Picture and Introduction

Including a professional and appropriate photo in your profile brings your story to life and attracts more attention on LinkedIn. In fact, members with profile photos receive fourteen times more profile views than those without. 

Along with your photo, your headline is the first thing people see on your LinkedIn profile. Use this area to speak directly to your target audience, including phrases or keywords they might be using to find you.You can also customize your URL for your business cards and email signature, and add up to three websites for your contact information.


In the About section, describe who you are, why your company is great, and the kinds of professionals you are looking to hire. Nothing shows your quality of work to potential business contacts better than adding rich, tangible examples through the Featured section. Upload or link to previous work, such as blog posts, presentations, images, and websites, and give people a reason to engage with you. 


LinkedIn is not a job board, so your profile does not have to read like a resume or CV. Use the Experience section to tell your story. Write two to three concise sentences on your major wins or projects for each position, and how you brought value to your team.

Be sure to include keywords and phrases that highlight your best skills and improve your visibility in LinkedIn and Google search results. You will also want to provide your educational background, any volunteer experience, and any awards or certifications that you have to add depth to your profile.

Let Your Network Speak For You

A little social proof goes a long way. Get recommendations and endorsements from colleagues, employers, and customers who can speak to your abilities and contributions. Having personal advocates will give you even more credibility and help catch the eye of potential business contacts.

Make Yourself Easy to Find

Your LinkedIn profile tells your professional story and can help cement new relationships. Make sure people are seeing it. Customize your public profile URL to increase your chances of appearing in search results and make it easy for people to find you.