HOW TO CREATE AN
EFFECTIVE LINKEDIN
PROFILE
Looking to create a LinkedIn profile to network and promote yourself in
your field of work? Only ever created a Facebook Profile? This document
will provide tips and tricks to creating an outstanding LinkedIn Profile to
help you make those connections or land your dream job!
Created by the
Douglas College
Co-op Department
TABLE OF CONTENTS
CONTENT
PAGE
WHAT IS LinkedIn?
2
LinkedIn: THE BASICS
3
PROFILE PICTURE
4
SUMMARY STATEMENT
6
WHO TO FOLLOW
8
WHO TO CONNECT WITH
9
WHICH GROUPS TO JOIN
10
HOW TO PROMOTE YOURSELF
13
KEEP IT CURRENT
15
LinkedIn TECH SUPPORT
16
FINAL TIPS
19
REFERENCES
20
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Douglas College Co-Op Department
WHAT IS LinkedIn?
Most Co-op students and other job seekers know, or learn quickly, that sitting at
a computer is not the most effective route to land you your dream job. But social media
is a huge part of our everyday lives. Are you making the most of it, with the right tools,
to elevate your job search?
LinkedIn has been around for over 10 years, and is now considered the leading
online profile tool available to professionals. It is used in over 200 countries, with 313
million members and 3 million company pages, and the number is growing. So, it can be
an important and effective part of your job search toolkit.
Probably, you're one of the legions of Facebook, Twitter or Instagram users. Just
like other social media platforms, LinkedIn is a social networking site, but unlike
Facebook or Instagram, LinkedIn is used mainly by professionals to network with other
professionals.
Employees and job seekers use the site to network, but also to build a
professional profile online and to look for jobs. Employers and recruiters use the site to
find top talent, post jobs, build employment brand, and create company profiles. Even
CEOs use LinkedIn for various reasons. In today's job market, having a LinkedIn
account is a must!
It's free to open a LinkedIn account, but some might find creating a profile on the
site a bit daunting. Given that LinkedIn is used professionally, setting up your profile
requires some thought and time. In a lot of ways, the process is similar to writing
your resume with some added complexities thanks to its online nature.
Having a great LinkedIn profile can give you that extra edge in your job search.
But think of LinkedIn as an additional tool. Most professionals still rely on face-to-face
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interaction, so make sure you hone your job-hunting and networking skills as well.
LinkedIn: THE BASICS
Create a great profile:

Create or update your complete profile before you start connecting with others on
LinkedIn. Use it like an online resume when you are job searching. Your profile
needs a targeted headline, a summary of your career goals, and proof of relevant
experience you have, this can be from work experience, education, or by adding
additional profile sections like projects, certifications, awards, and volunteering.
Make sure your text is concise, uses bullet points, and gives links to relevant
websites. And remember to edit the “Advice for Contacting ____” section to invite
recruiters/employers to connect with you.
Complete your profile:

While filling out your profile may take a significant amount of time, it can be very
beneficial to do so. A 100% complete LinkedIn profile increases your chances for
an employment offer because it is 40% more likely to be seen by an employer.
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Douglas College Co-Op Department
PROFILE PICTURE
According to one eye-tracking study1, recruiters spend 19% of their time on your profile
looking at the photo. More time than any other section.
LinkedIn profiles with photos are viewed 7 times more often than those without2, so
make sure you include a professional headshot for your profile. Be strategic about your
attire and the look you portray. Choose a picture that reflects professionalism. If
possible, opt for high-quality shots.
Taking a good profile photo

First off, it needs to be a solo shot.

Wear a professional outfit and smile.

Find an attractive backdrop with good lighting, and don’t feel like you need to look
head on into the camera.

Work your personality into the shot. Remember that your clothes, location, and
expression can say a lot.

People don’t like extreme close-ups; they feel aggressive or like you’re hiding
something.

A plain headshot with a black background found surprisingly little success as well; it
was too generic and showed no personality.

If you can, have someone else take your photo. If you have to resort to a selfie, don’t
make it look like one. Figure out how to use the self-timer on your camera and put it
to use.

If you are having trouble smiling for photo, try thinking happy thoughts while you
pose, or laugh right before the photo is taken, you might feel a little silly, but it’ll make
your smile look genuine, not creepy or fake.

Remember that your profile photo is a square, so keep that in mind when cropping
and framing.
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
Finally, we have used some examples to illustrate some tips on what makes a great
profile photo:
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SUMMARY STATEMENT
Create a dynamic and accurate summary statement.

The summary statement of your LinkedIn account is similar to the "Profile"
section of your resume. It should succinctly and confidently highlight your
qualifications as well as broad goals. Use short paragraphs to make your
summary statement easily readable.
Share your expertise.

Use relevant keywords in the "Specialties" field of your profile to improve ways
people find you on LinkedIn. Include your abilities, special interests, and personal
values you bring to your professional performance. If you're passionate about
certain social issues, you may even choose to note them here.
Enrich your profile with applications.

Through the various applications integrated with LinkedIn, you can let others
know about the professional books you're reading, integrate your WordPress
blog with your LinkedIn account, and even present PowerPoint slideshows.
Describe your experience.

According to the LinkedIn Help pages, it's best not to copy and paste your
resume when filling out the "Experience" section of your profile. Remember that
LinkedIn is meant also for networking, not necessarily for job-hunting site. Go
beyond what's in your resume and introduce yourself and talk about your
experience and abilities as you would to someone you just met at a networking
event.
Show off your education.

In addition to including all institutions you've attended, mention any majors and
minors you have. It's perfectly appropriate to include study abroad programs and
summer institutes. If you have a strong GPA (more than 3.5), include that
information as well. Don't forget about any honors or awards you've won and
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activities you've been involved with around campus.
Set yourself apart from the crowd by filling out the "Additional Information"
section of your profile:

Mention any key interests you have.

Add up to three websites that showcase your abilities or passions. This is a good
section to include a link to your blog or portfolio. Also, edit the default 'My
Website' label to provide more information about where your guests are being
redirected.

Include your Twitter information if you're comfortable adding this information.

List any trade associations or interest groups you currently belong to.

Mention any awards recognized by peers, customers or employers.

Join groups on LinkedIn - their logos will automatically be included in this section
of your profile.
Including contact information.

The "Personal Information" section of your profile is the appropriate place to
include your phone number, instant messaging accounts, address, birthday, and
marital status. Just a note about privacy: this section will not appear on your
public profile, according to the LinkedIn help page about the "Personal
Information" section; the information only appears for your connections.
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Douglas College Co-Op Department
WHO TO FOLLOW
Follow relevant companies

Use the search function on LinkedIn to start following the companies that you
know you’re interested in working for. Then, use it to research what other
companies you might want to pursue! Some companies have active LinkedIn
profiles, so you can learn a lot about their successes and activities by following
them. It may also catch the eye of their recruiters.
Follow influencers / channels

You want to start identifying your profile as one that is active and connected in
the fields or industries you are trying to enter. Follow Influencers and/or Channels
that are relevant to your goals:
o Select “Interests” in top navigation of your LinkedIn home page
o Select “Pulse”
o Select “Discover” page to see what LinkedIn recommends for you, and
search for others.
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Douglas College Co-Op Department
WHO TO CONNECT WITH
Connect with relevant contacts.

Once your profile is current and active, start connecting with people in your
network! If you are a Co-op student, your Co-op advisors and fellow Co-op
students can be a good place to start. If you are applying to or getting
interviewed by companies, connect with the contacts you are applying to or
interviewing with. Be strategic, though, it’s better to have 100 high quality
connections than 500+ that aren’t related to the industries or jobs you’re moving
into.
Connect with alumni.

Alumni connected to your institution on LinkedIn can be a valuable job search
resource. Want to know who else has a Computer Science degree and is
working at SAP? Use those search terms in the “Find Alumni” option in your
“Connections” section to find those people!
Ask for recommendations.

One of the key advantages of LinkedIn is that it allows you to ask current and
past colleagues, clients, and employers to recommend your work. When you ask
others to 'endorse' you on LinkedIn, try not to use the default message; instead,
include a personalized message. You might want to provide guidance on what
skill or personality trait you want them to focus on. Be courteous and thank those
who have endorsed you. Also, return the favor and send meaningful
recommendations, or better yet, send one first to entice your connections to
leave one for you, too.
Edit your contact settings.

Let others know about your availability, types of opportunities that interest you,
and what information you'd like to see included in a request. To avoid unwanted
contacts, avoid including your contact information, since your response will be
visible to your entire network.
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Douglas College Co-Op Department
WHICH GROUPS TO JOIN
Groups can be among the most valuable resources for job search, career networking,
and professional branding out there but unfortunately, most people don’t take full
advantage of them.
Whether you’re hunting for a new job, looking to connect with some new people, or
trying to gain a new reputation as a leader in your field, you need to know how to
maximize the value of your LinkedIn Groups.
To start with, join any relevant university/college or Co-op groups from your school.
Then, move on to industry, job type, or other relevant groups for your job search. As you
make connections, see what groups others are part of for more recommendations.
The Groups that will likely be most valuable to you are these related to your industry,
your job function, and your (current or desired) geography. If you can find a combo
Group that hits both your industry and your geography (e.g., Chartered Professional
Accountants of BC), this is where you’re most likely going to get the most value. Join a
few, and then pay attention to the discussions that are happening. There are tons of
brilliant, thoughtful, well-moderated Groups on LinkedIn.
Here are five specific things you can do once you join a Group that can seriously
improve your job search and career.
Engage in the Discussions.

If you’re going to join the room, take a spin through the conversations and posts
in the discussion threads. See any that are interesting, or to which you could add
some value or insight? That’s your cue to jump in and share your expertise.

Benefit: You may meet valuable people in your area or industry, and you can
begin to position yourself as someone who is passionate, knowledgeable, and
engaged in your field.
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Douglas College Co-Op Department
Post Your Own Questions, or Share Content.

Same deal, but one step bolder. You actually start the discussion thread with the
hopes of involving fellow members of the Group in the conversation. Ask a
question, share an article, or introduce yourself if you’re new to the group. Just
be mindful of the specific rules and spirit of any given group and post
thoughtfully.

Benefit: Another great way to brand yourself as someone who knows her stuff
and likes what she does.
Check out Jobs Specific to Your Field.

Most Groups have separate sections where members can post open positions
that they feel would be specifically relevant to that Group’s membership, and
plenty of recruiters post in niche Groups with the hopes of finding narrowly
qualified, local talent. So, if you’re on the hunt for a new job, check them out
regularly.

Benefit: You may find the perfect job that isn’t widely advertised elsewhere, and
even have an in with the recruiter or hiring manager (remember all those
discussions you’ve been starting?).
Contact (and Connect With) Fellow Group Members.

Find someone in that Group who may be beneficial to talk to or know long-term?
Strike up a little banter with him. Through your joint group affiliation, you’re able
to email people directly, even if they aren’t members of your network. You can
also then approach in a way that starts out with, “You and I are both members of
the Oregon Entrepreneurs Network. I happened to notice you head up marketing
at XYZ Company, and I thought I’d introduce myself!”

Benefit: Other than the obvious benefit of knowing that person, by approaching
through the shared group affiliation, you seem less like a cold call and more like
“one of my people.”
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Douglas College Co-Op Department
Consider Starting Your Own Group.

This can be an exceptional way to brand yourself in your field—after all, nothing
says “I am a thought leader” quite like running your own Group. However, if
you’re going to dive into this one, be committed to being an exceptional
moderator and one who regularly engages his members. Otherwise, stick with
being a “regular” in established Groups.

Benefit: You don’t just look like a thought leader, you look like a leader. And this
could enhance your opportunities to meet incredibly interesting, helpful people.
Brand yourself as a leader in your field, and you won’t have to tell people you’re job
hunting. Ideally, the jobs will come to you.
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HOW TO PROMOTE YOURSELF
Set up your public profile:

A public LinkedIn profile usually ranks high on a Google search, so setting up
your public profile is a great way to build your online reputation. Show the "full
view" and select other information, such as your current and past positions or
your education that you would like to be public.
Groups:

Be active in LinkedIn Groups, especially those where you will reach a wide
and engaged audience. The whole goal of social media is to create a
personal brand and build relationships. What better way to do that than to
share relevant articles and strike up conversations with people you would like
to add to your network via LinkedIn groups.
“Recommended For You” Sections:

LinkedIn gives you many options for listing what you are doing professionally.
You
want
to
detail
any
Projects/Publications/Honors
and
Awards/Languages/Test Scores/Patents you complete for SEO purposes
anyway. Keep on top of these things periodically to give your network more to
look at on your profile.
Recommendations:

Getting recommendations is incredibly valuable for many different reasons.
Make it a point to get one new recommendation every week or two to add
credibility and dimension to your profile.
Other Social Media Sites:

If you feel comfortable with it, you can direct people to other social media
sites where your status updates continue to remain visible. For instance, if
you use your Facebook account for branding purposes, customize the profile
URL and add it to the websites that you have listed in your Contact Info
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Douglas College Co-Op Department
section. Also, make sure your Twitter account is listed on your LinkedIn
profile. If you have a YouTube channel, a blog, or other professional
networking sites, add those to your LinkedIn profile
Summary:

People viewing your profile want to know what you are up to, so keep your
summary updated. In addition to these tips, a word of caution: If you are in a
confidential search, take a minute to refresh yourself on how to adjust your
settings and do so carefully.
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Douglas College Co-Op Department
KEEP IT CURRENT
LinkedIn will only work for you if you work with it. If your profile contains outdated
information, or you are following groups and channels that are no longer relevant, your
newsfeed will be less useful and interesting to you. If you successfully land a position,
make sure to update your profile to announce the great new opportunity you landed!
Make it a habit to update your status, tweak your profile, and send and accept
invitations frequently. Be on other people's radars by telling them about events you're
attending, major projects you've completed, professional books you're reading, or any
other news that you would tell someone at a networking reception.
Build your online presence and engage with others by being active. Share
articles, post updates about events, conferences, or competitions you are a part of, and
take part in other discussions in your groups, connections, and channels. For more on
writing a status update that will attract the opportunities you want, take a look at next
week’s blurb.
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LinkedIn: TECH SUPPORT
LinkedIn is a powerful business social networking site on which investing time pays off
in spades. Regarding the technical area, there are very useful tips for making your
LinkedIn experience not only a better one, but a more productive one as well.
Removing a connection:

When you’re logged into LinkedIn, Select Contacts in the main navigation bar. At
the far right, you’ll see two options: Add connections and Remove connections.
Click Remove connections, check the box next to the contact’s name and click
OK. They won’t know you’ve given them the removal.
Hiding your status updates:

If you’re connecting with new business prospects or making changes to your
profile in preparation for job seeking, you may not want to broadcast that activity
to your network. Click the drop-down menu under your name in the top right
corner of the page, and then select Settings. In the profile section, click Turn
on/off your activity broadcasts under Privacy Controls. Uncheck the box that
appears in the pop-up window and click Save Settings. Remember to turn this
setting back on as soon as you’re done, otherwise, you’ll be invisible on LinkedIn
and that kind of negates the whole point!
Blocking out of ads:

A default setting called “social sharing” allows LinkedIn to pair an advertiser’s
message with the social content from a LinkedIn user’s network. This allows
them to tailor ads more closely to the audience. Bottom lines, if you don’t want
your info showing up in random ads, opt out. Click Settings under your name,
and then click Account. Under Privacy Controls, select Manage Advertising
Preferences. If you don’t want to see ads, uncheck the box that appears in the
pop-up window and click Save Settings.
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Getting a custom URL:

When it comes to networking, do you really want anything less than a custom
URL on your business card? We think not. How to get your own custom URL?
Log in click Profile > Edit Profile in the main navigation bar. At the bottom of the
gray window that shows your basic information, you’ll see a Public Profile URL.
Click “Edit” next to the URL and specify what you’d like your address to be. When
you’re finished, click Set Custom URL.
Customizing a link to your website:

When you set up your profile, LinkedIn lets you display links to up to three URLs.
To customize the URLs you link on your LinkedIn profile, do this: Select Edit
Profile from the Profile menu in the main navigation bar. In the gray box that
includes your photo, Select Edit next to Websites. From there, choose Other from
the drop-down menu. A new box will appear that lets you name the website and
enter the URL. When you’re done, click Save Changes.
Adding your blog feed:

To enable this setting, select More in the main navigation bar and select
Applications. From there, choose the WordPress application and enter the link to
your feed. The blog will then appear in your profile and will update each time a
new post is added. Want to move where that blog application is appearing in your
profile? Click Profile > Edit Profile and hover over the application title. Your
cursor will change into a hand, and you can “grab” the element and move it to a
different spot on the page. You can also use the Blog Link application if your blog
isn’t a WordPress site.
Protect the privacy of your contacts:

When sending InMails, make sure to uncheck the box at the bottom of your
message that says ‘allow recipients to see each other’s names and email
addresses’.
Hiding a recommendation:

Ever get a recommendation you didn’t ask for? Or one that isn’t something you’d
want to showcase on your LinkedIn profile? You can easily hide the
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recommendation instead. Select Profile > Edit Profile and go to the position with
which the recommendation is associated. Click Manage. Uncheck the box next to
the recommendation that you want to hide, and click Save Changes.
Adding to your connection base:

You can quickly and easily send invitations to connect. Don’t forget to customize
the invitation before you send it. Nothing’s worse than getting the default “I’d like
to add you to my connections” email.
Blocking connections and group activities from competitors:

Select Settings > Account > Customize the updates you see on your home page.
In the pop-up window under General, uncheck the box that says New
connections in your network. Scroll down and, under Groups, uncheck the box
next to Groups your connections have joined or created. Click Save Changes.
Getting LinkedIn updates in an RSS feed:

To add a feed to your reader, go to LinkedIn’s RSS feeds page. You can turn on
the feed for network updates and add it to your reader using one of the reader
buttons or by copying the link. Additionally, you can add an RSS feed of a
LinkedIn Answers category, a great way to stay up-to-date on discussion about a
particular industry or subject. Before you add a personal feed to your reader, be
forewarned that some web-based readers will publish your feed URLs on the
web, meaning that information could show up in search results. If you want to
avoid that disclosure, make sure your feed reader guarantees that your feeds are
kept private.
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Douglas College Co-Op Department
LinkedIn: FINAL TIPS
1. Use Keywords. Make sure your profile appears in search by searching on
keywords, looking at the top results and noting the location and frequency of
frequency.
2. Use only professional names and have a professional looking photo.
3. Optimize your location. Be found and help LinkedIn find contacts close to you.
4. Brand your professional headline. You’ve got 110 characters, make them
count!
5. Customize your profile URL.
6. Align your industry. Be found by the right people by being specific about you
industry or industries.
7. Embrace the visual by showing examples of your work.
8. Manage endorsements, and make yourself contactable.
9. Build credibility with recommendations.
10. Fully connect with your past.
11. Join relevant LinkedIn groups. Play an active role on LinkedIn and participate in
conversations and discussions.
12. Personalize your profile professionally and explain the reasons of why you
want to connect.
13. Send a follow up message to protect potential connections.
14. Improve the content of the messages you send to your connections, thinking
about both parts, so both get benefits out of it.
15. Do not advertise another accounts you might have on LinkedIn
16. Be discrete about what you see. If somebody takes a look at your profile, do not
ask about it.
17. Respond to your messages as soon as possible, within 1 or 2 business days
18. Use your LinkedIn profile wisely, adding useful information without overloading
it. Remember that in many cases ‘Less is more’.
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REFERENCES

Creating
an
Effective
LinkedIn
Profile.
kjc11,
Apr.
08,
2012.
http://www.sfu.ca/olc/stories/topic/creating-effective-linkedin-profile

Top 10 LinkedIn Tips For Your Job Search. Heather Keeping, Oct. 22, 2014.
http://www.co-op.bc.ca/top-10-linkedin-tips-for-your-job-search

Creating
an
Effective
LinkedIn
Profile.
kjc11,
Apr.
08,
2012.
http://www.sfu.ca/olc/stories/topic/creating-effective-linkedin-profile

Top 10 LinkedIn Tips For Your Job Search. Heather Keeping, Oct. 22, 2014.
http://www.co-op.bc.ca/top-10-linkedin-tips-for-your-job-search

Creating
an
Effective
LinkedIn
Profile.
kjc11,
Apr.
08,
2012.
http://www.sfu.ca/olc/stories/topic/creating-effective-linkedin-profile

1
8 Profile Picture Rules Every Professional Should Follow. Vivian Giang, Nov. 12, 2013,
12:18 PM. http://www.businessinsider.com/rules-for-your-profile-picture-2013-11

2
Stop Lying! And The Nine Other Mistakes You're Making On LinkedIn. Entrepreneurs,
Mar. 23, 2012, 8:39 AM. http://www.forbes.com/sites/meghancasserly/2012/03/23/stoplying-and-the-nine-other-mistakes-youre-making-on-linkedin/

Top 10 LinkedIn Tips For Your Job Search. Heather Keeping, Oct. 22, 2014.
http://www.co-op.bc.ca/top-10-linkedin-tips-for-your-job-search

3
What Profile Photo Works Best on LinkedIn: A Real-Life Experiment. Jason Seiden,
Aug. 20, 2013. http://talent.linkedin.com/blog/index.php/2013/08/what-profile-photoworks-best-on-linkedin-a-real-life-experiment

Your Profile Picture: Looking Your Best on LinkedIn. Elizabeth Moffat, Dec. 10, 2013.
http://www.sfu.ca/olc/blog/professional-development/looking-your-best-linkedin

Creating
an
Effective
LinkedIn
Profile.
kjc11,
Apr.
08,
2012.
http://www.sfu.ca/olc/stories/topic/creating-effective-linkedin-profile

Top 10 LinkedIn Tips For Your Job Search. Heather Keeping, Oct. 22, 2014.
http://www.co-op.bc.ca/top-10-linkedin-tips-for-your-job-search

Creating
an
Effective
LinkedIn
Profile.
kjc11,
Apr.
08,
2012.
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Douglas College Co-Op Department
http://www.sfu.ca/olc/stories/topic/creating-effective-linkedin-profile

Top 10 LinkedIn Tips For Your Job Search. Heather Keeping, Oct. 22, 2014.
http://www.co-op.bc.ca/top-10-linkedin-tips-for-your-job-search

Groups: 5 Ways to Get the Most Out Of LinkedIn Groups. Jenny Foss, Dec. 16, 2013.
https://www.themuse.com/advice/5-ways-to-get-the-most-out-of-linkedin-groups

Top 10 LinkedIn Tips For Your Job Search. Heather Keeping, Oct. 22, 2014.
http://www.co-op.bc.ca/top-10-linkedin-tips-for-your-job-search

Creating
an
Effective
LinkedIn
Profile.
kjc11,
Apr.
08,
2012.
http://www.sfu.ca/olc/stories/topic/creating-effective-linkedin-profile

Promoting Yourself: 5 Ways To Promote Your LinkedIn Activity Without Your Feed.
Kristin Johnson, Jan. 14, 2014. http://www.careerealism.com/promote-linkedin-activity/

Creating
an
Effective
LinkedIn
Profile.
kjc11,
Apr.
08,
2012.
http://www.sfu.ca/olc/stories/topic/creating-effective-linkedin-profile

Top 10 LinkedIn Tips For Your Job Search. Heather Keeping, Oct. 22, 2014.
http://www.co-op.bc.ca/top-10-linkedin-tips-for-your-job-search

Step By Step Setting: 11 Step By Step Settings. Shelly Kramer, Mar. 21, 2012 in Blog,
Branding & Design, Digital & Online, Media, Social Media & Blogging, Technology.
http://12most.com/2012/03/21/tricks-for-using-linkedin/

11 Tips to Nail down Your LinkedIn Experience. Lily Herman, Oct. 22, 2014.
https://www.themuse.com/advice/11-unwritten-rules-of-linkedin

17 Must-haves for Your LinkedIn Profile. Scott Dockweiler, Nov. 14, 2013.
https://www.themuse.com/advice/17-musthaves-for-your-linkedin-profile
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