Why LinkedIn Matters

Over 90% of recruiters use LinkedIn to find and vet candidates. Having a complete, compelling profile means opportunities come to you rather than you always having to apply. It also serves as a living, searchable CV.

  1. 1

    Professional photo — the most important element

    Profiles with photos get 21 times more views. Use a clear, professional headshot: good lighting, neutral background, smart clothes, genuine smile. It does not need to be taken by a professional photographer — a good smartphone photo in natural light works well.

  2. 2

    Write a compelling headline

    Your headline appears under your name everywhere on LinkedIn. Do not just put your job title — add value: "Marketing Manager | Content Strategy & SEO | Helping B2B SaaS Companies Grow" tells a much better story than "Marketing Manager at XYZ Company".

  3. 3

    Add a banner image

    The cover photo behind your profile picture is free branding space most people leave blank. Add something relevant to your industry — a landscape from your city, a relevant design, or your company's colours if appropriate.

  4. 4

    Write your About section

    This is your 2,600 character elevator pitch. Tell your professional story in the first person: what you do, what you are good at, what drives you and what you are looking for. End with a call to action ("Feel free to connect or reach out about..."). Front-load it — only the first 2–3 lines show before the "see more" click.

  5. 5

    Complete your Experience section

    For each role: job title, company, dates, and 3–5 bullet points of achievements using numbers where possible. Same approach as a CV — results-focused rather than duty-focused.

  6. 6

    Add Skills (up to 50)

    Add skills relevant to your industry and target roles. Skills that are endorsed by connections and validated by LinkedIn assessments rank higher in recruiter searches.

  7. 7

    Request recommendations

    Aim for at least 3 recommendations from managers, clients or colleagues. A recommendation from a manager carries more weight than one from a peer. Send personalised requests — do not use the default LinkedIn message.

  8. 8

    Customise your URL

    Change your LinkedIn URL to linkedin.com/in/yourname. Go to your profile → Edit public profile and URL. A clean URL looks professional on your CV and email signature.

Turn on Open to WorkIf you are job searching, enable the "Open to Work" feature (visible to recruiters only or to everyone). Recruiters filter specifically for this and your profile will appear in more searches.

Frequently Asked Questions

For most professionals, 1–3 times per week is ideal if you want to build visibility. But posting nothing is better than posting low-quality content. Even just engaging with others' posts by leaving thoughtful comments builds your visibility without needing to create original content.
Yes — LinkedIn is a professional networking platform, not a personal social network. Connecting with people in your industry, at companies you admire or in roles you aspire to is completely normal and expected. Always add a personalised note when connecting with someone you do not know.
For most people, no. The free account covers everything needed for a strong presence and job searching. Premium is useful if you are actively recruiting, doing a lot of cold outreach (InMail credits), or want to see who has viewed your profile in detail.