Hunting for a job looks a lot different than it used to. Rather than simply bringing a printed copy of your resume into your dream company’s head office and asking to speak to the HR department, you must comb through page after page of proverbial “Help Wanted” ads, applying to each and hoping to hear back from your top spots.
While this process can feel like an exhausting — and often disappointing — search, one key way to highlight yourself as the perfect candidate is through LinkedIn. But, like all social media platforms, it takes a specific approach to achieve a five-star profile. Consider this guide your ingredient list for a strategic LinkedIn account. With a pinch of profile picture expertise, a dash of engaging content and a heaping tablespoon of relevant messaging regarding your skills, you’ll land that prized role in no time.
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Why LinkedIn Is Essential in the Marketing Industry
We, as marketers, advertise different companies, products and services. To succeed in the competitive job market, you must also market yourself. Rather than put an advert in the paper, LinkedIn is the modern way to sing your own praises humbly and intentionally.
LinkedIn is the world’s largest professional network on the internet. In fact, it has about 1.2 billion members worldwide and sees about 1.37 billion monthly visitors. You can use LinkedIn to find the right job, connect and strengthen relationships and learn the skills you need to succeed in your career. But why is this specifically important to the marketing sector?
In the marketing industry, you must be able to show that you’re both able to do the job and willing to handle someone’s brand with care. Businesses trust their brand to advertising companies, meaning employees of these agencies must be trustworthy and capable of delivering top-notch work that follows the brief and is relevant. As agencies look for their next hire, they’re paying attention to who has these types of skills and qualifications that will ensure you’re a valuable part of the team. LinkedIn is one way to network, build credibility and showcase your capabilities.
Show Your Profile Some Love: Tips To Improve Your Account
Before you go off into the wide world of LinkedIn and begin networking, it’s important to lay a firm foundation by giving your account a glow up. This will ensure that, when you digitally introduce yourself to other professionals, your profile makes a great first impression. Here’s how to put your best foot forward with your profile:
Choose the Right Profile Pictures
While this isn’t the most important aspect of your profile, it is one of the first things people look at when visiting your page. That said, keep the photo simple and professional — and make sure you’re the only one featured to avoid confusion. Also, it’s best to use a simple background and steer clear of any bright patterns or distracting colors.
Select a Relevant Background Photo
For your cover or background photo, it’s helpful to keep it more generic rather than focused on people. It could include a photo of your university campus if you’ve recently graduated, a cityscape in your current location or something related to your field or resume (like a pen and paper for a writer).
Spruce Up Your Profile Summary
While people can’t learn every little detail about you from your account, the About summary is your chance to tell your story concisely. Hit on the highlights and show off your writing skills and professional capabilities in about two to four sentences.
See how these two examples differ? The first option is a bit too vague, while the second option is just right:
- Example 1: “Currently recruiting for all things HR, marketing, creative and more! Interested? Let’s chat!”
- Example 2: “Communications professional with a wide range of experience. Excellent written, verbal and interpersonal skills, with a keen attention to detail and organization. Imaginative content creator and innovative thinker; able to embrace these skills both independently and in a team setting.”
Ensure Your Profile Content Is Up to Date
Employers should be able to get an accurate picture of your current work experience through the resume portion of your profile. However, if this is outdated, it might not reflect your capabilities as clearly. To avoid this:
- Add any new employer information as you get a new role.
- Ensure all information is correct.
- Include key job responsibilities using engaging action verbs to highlight your contributions.
Pro resume tips: For past roles, these should be concise, active statements in the past tense. Current roles should be concise, active statements in the present tense.
Create Relevancy in the Skills Section
Whether you’re currently working in a specific sector or are hoping to land a role in that sector, the Skills section of LinkedIn is your chance to get granular and specific on endorsements and qualifications. Include only skills that are related to your specific industry, and be sure to remove any that are redundant. For example, in the marketing field, showcase research, writing, social media, content strategy and management proficiencies.
Try to avoid adding too many. This is meant to be a quick, bird’s-eye view of your accomplishments, not every single skill you have.
Showcase Your Education Succinctly
Now’s your chance to brag about your educational accomplishments. If you have an associate’s degree, bachelor’s degree or graduate degree, include it! This is also the spot where you can include any certifications you may have. Add relevant ones you’ve achieved, and explore LinkedIn’s certifications and skills tests that you can also include on your page.
LinkedIn Best Practices: Get the Most Out of the Platform
Your profile is now spick-and-span, which means you’re ready to get to work — literally. Whether you spend hours on LinkedIn every week or are just getting comfortable, use these best practices for finding and maintaining professional relationships online:
Grow Your Network
This is what LinkedIn is all about! Unlike other social media sites where you may be more selective over who you allow into your following list, your LinkedIn network should include as many people as possible. This means connecting with fellow alumni of your university, former and current co-workers and members of your social circles.
You can also use it to make new connections. Is there a professional in your field who posts content you admire or enjoy reading? Send them a message or ask to connect. They may not respond, but it could start a professional connection that ends up being either fruitful or inspiring.
Remember, like any quality connections, it takes time and can’t be rushed. Networking is really about the long term and doing small things daily or weekly to build brick by brick.
Engage With Your Network
To receive engagement, you must first engage with your professional circle. Follow your employer, past employers and any companies you admire. Like their posts, comment thoughtfully and share content that’s relevant to you and your work.
Have an incredible co-worker? Go to their profile and endorse the skills you see them excel at. This is good practice to support the people you work with. Plus, they may end up doing the same for you!
Don’t be afraid to ask for recommendations. If you have a great working relationship with your manager or a co-worker whose writing you trust, ask if they’ll give you a personalized recommendation on LinkedIn. As you’re probably well aware, people trust other people, making tailored shoutouts one of the most powerful seals of approval.
Start Conversations
You’re a marketer, so advertise your accomplishments! Some examples of professional steps that are worth sharing include:
- New positions.
- Promotions.
- Published content.
Reminder for writers: As a general rule, don’t post client content. Unless you have a byline, it’s best to leave these pieces off your LinkedIn — even if you’re really proud of them.
Don’t Be Afraid To Reshare Content
If your company posts an exciting update and you want to share the news, don’t hesitate to do so. You can also reshare with a comment if you want to add your two cents. This shows that you’re a team player and aware of what’s going on within your organization. Plus, it’s a great conversation starter!
Another example of shareable content is if a brand (yours included) posts an extremely helpful guide to writing about technology trends or SEO tips. This might be a resource that helps you, so you can vouch for it and reshare it with your network. Not only does this help other writers find useful tips, but it puts you in good standing with the brand whose content you promoted.
Put Your Social Media Skills to Good Use
You can think of LinkedIn as a digital resume, and it is, but it can act as so much more when you put in a bit of extra work. By thoughtfully curating your profile, staying active within your network and consistently engaging with meaningful content, you position yourself as a capable, credible marketer in a market fraught with competition and distraction.
Now, take this recipe for success to help you open doors, land you the job and build meaningful professional relationships going forward.
