LinkedIn is no longer just a digital CV. It’s your online billboard, portfolio, and personal brand hub. If you’re not showing up in recruiter searches, or your profile feels more like a graveyard than a magnet, it’s time for a makeover.

Whether you’re a freelancer, active job seeker, or open to new projects, this guide will walk you through every step to optimise your LinkedIn profile so that recruiters find you first. These are the exact tips I give clients in 1:1 sessions, and they’re easy to action even if you’re not tech-savvy.

TL;DR – Quick Wins to Optimise Your LinkedIn Profile

• Custom URL: Claim your name (e.g. linkedin.com/in/yourname) to improve searchability.
• Visuals matter: Create a branded banner using free Canva templates to demonstrate your seriousness.
• About section = SEO goldmine: Pack this with keywords which people might use to find you – think synonyms! 🙂
• Show impact, not tasks: Use action phrases in your Experience section, e.g. “Reduced attrition by 25%”.
• Post consistently: 3 times a week, ideally around 8am to catch global time zones.

Key Facts: LinkedIn Optimisation Essentials

What’s the Best Way to Optimise a LinkedIn Profile?

The best approach is to treat LinkedIn like your personal landing page. This means clear messaging, visual branding, and regular activity. Your goal isn’t just to look good. It’s to be findable and compelling to decision-makers scanning hundreds of profiles per day.

Step 1: Refresh Your Visual Branding

Your LinkedIn visuals are your first impression. Make it count.

• Profile Photo: High-quality, head-and-shoulders, and professional. Smiling helps.
• Cover Banner: Use Canva’s LinkedIn banner templates.
  • Highlight a slogan, skillset, or photo of you presenting.
  • Reflect your sector or niche (e.g. HR, tech, finance).

📌 Pro tip: Use event photos or logos from blogs you contribute to.

Step 2: Customise Your LinkedIn URL

Default URLs are messy. Clean them up.

Do this:

• Go to your profile
• Click “Edit public profile & URL”
• Change the URL to linkedin.com/in/yourname

🎯 Why it matters: Looks more professional, easier to remember, and improves SEO.

Step 3: Optimise Your Headline

Your headline is visible everywhere. Don’t waste this space.

Before: HR Consultant | Coach | Trainer
After: Global HR Consultant | Building High-Performance Teams | Culture & Transformation Specialist

Include:

• Who you help
• What you do best
• Recruiter-friendly keywords (e.g. “Talent Strategy”, “HR Tech”)

Step 4: Nail the “About” Section

This is your SEO magnet.

Include:

• Your passion: Why you do what you do
• Career highlights: Big brands, big wins
• Ideal next role: Focus on impact
• Keywords: Use 10–15 keywords that recruiters search for

Examples:

• Global HR operations
• Talent acquisition strategy
• Compensation frameworks
• AI in HR

📌 Use short paragraphs or bullet points for easy reading.

Step 5: Boost Credibility with the “Featured” Section

Showcase:

• Viral or insightful posts
• Articles you’ve written
• Media interviews
• PDF resources

Why it matters: Adds proof of your experience and builds instant trust.

Step 6: Upgrade the “Experience” Section

Focus on outcomes, not responsibilities.

Before: Responsible for overseeing HR operations across EMEA.
After: Led HR operations across 14 countries, reducing turnover by 28%.

🛠 Tips:

• Quantify impact (% gains, cost saved, team size)
• Merge freelance gigs for clarity
• Keep active roles near the top
• Remove short or irrelevant jobs

Step 7: Add Certifications and Licenses

Include:

• LinkedIn Learning
• Coursera, edX
• Internal training

Add them under Licenses & Certifications. Shows you’re proactive and current.

Step 8: Recommendations

Most professionals don’t have enough. Aim for 8–10 from:

• Managers
• Clients
• Mentors

How to get them:

• Message directly: “Would you mind writing a short LinkedIn recommendation? I’d be happy to return the favour.”
• Give first. Then ask.

Step 9: Use “Open to Work” & Profile Verification

• Open to Work: Let recruiters know you’re available
• Verification: Upload ID to verify your profile. Increases trust and may improve ranking

Step 10: Stay Active — Posting and Engagement

Inactive profiles don’t rank. Posting builds credibility.

Post 3x/week, ideally Mon, Wed, Thu at 8:00 AM

Ideas:

• Career lessons
• Client stories
• Industry tips

Make sure you are around for up to an hour after posting to interact with people’s comments. This will help to push your post into more people’s newsfeeds, too.

Pitfalls to Avoid (and How to Fix Them)

FAQs

1. Is LinkedIn Premium worth it?
Yes, if you want more insights, InMail, and visibility. But a free profile can still perform well.

2. Should I accept all connection requests?
If they’re real and relevant, yes. A bigger network helps visibility. You are allowed 30K connections, so you may as well go for Gold 🙂

3. Can I post in multiple languages?
Yes. Many share in English with a translated summary underneath.

4. How often should I update my profile?
Every 3–4 months, or when you change roles, complete training, or publish something new.

5. Will “Open to Work” alert my boss?
It’s designed to be for recruiters only, but it’s not 100% foolproof.

6. Can I use AI to write my profile?
Yes. Tools like ChatGPT help, but make sure it still sounds like you.

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“Vanessa Raath is a globally recognised powerhouse in Talent Sourcing and AI, known for her game-changing training and dynamic keynotes delivered across five continents. Since launching her business in 2019, she’s helped teams from Auckland to Seattle find hidden talent and build standout personal brands. A passionate trainer, speaker, and advocate for practical, no-BS recruitment, Vanessa’s mission is to future-proof the profession, one recruiter at a time.”

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