Jobs Opinions

10 Way to Promote Your Personal Brand on LinkedIn

Posted by Jane Turkewitz on December 10th, 2012 at 10:21 am

  1. Clearly State Your Title and Industry Under Your Name — Instead of stating “Jon Doe, Marketing Director,” on the very top of your profile,  state “Jon Doe, Marketing Executive, Digital Media and Mobile.” If you are in digital sales, instead of saying “East Coast Sales Manager,” write, “Digital East Coast Sales Manager — Retail, CPG Expertise.”  Get those key strategic words in that will help define your core strengths and experiences to attract greater interest in your profile at first glance.
  2. Expand Your Summary — Whereas, in a resume, you need to keep your summary short and sweet, you have the chance to really blow it out on LinkedIn. Think of your summary as a mini Bio that highlights your core areas of expertise and unique selling propositions, remembering to use keywords throughout to ensure you pop up in searches.
  3. Use SEO Strategies In Highlighting “Specialties” — Think of all the various responsibilities that you currently have, and have had in the past, and highlight them one by one in the “Specialities” area, being very specific instead of broad-stroked.  As a marketing executive, you could put, for example: “B-to-B Marketing, Sales Development, Online Promotions, Offline Promotions, Integrated/360-Degree Programming, Television, Video, Print, Digital, Mobile P&Ls/Budgeting, Management, Business Development.”  Don’t be afraid to use multiple terms to describe the same function as I have done in this sample because everyone “searches” using different criteria.  You want to make sure you pop up no matter what the criteria is that’s being used.
  4. Post a Pic — Similar to excluding a date in reference to your education, leaving an empty picture makes the reader raise an eyebrow. The question becomes “What’s this person trying to hide?”  Post a picture or image that clearly captures who you are while being appropriate for all audiences.
  5. Consolidate Positions — Unfortunately if you spent 10 years at Time Inc. in three different roles, if you add each position separately in LinkedIn, it muddies the waters in terms of the appearance of job stability. You risk the chance of looking “jumpy” when you have really progressed within one company.  Instead of listing these positions as separate jobs, put them into LinkedIn under one large header (Time Inc. - Marketing, from 2002 - 2012).  Then, in the body copy, you can expand upon your career progression within the company, saying something to the tune of:  “Hired in 2002 as a Marketing Assistant and was promoted four times in nine years to take on increased responsibility, culminating in a VP of Marketing position.”
  6. Secure High-Level Recommendations — Director level and above recommendations are ideal.
  7. Showcase Published Works — Whether it’s a blog, a book or an article, make sure to provide a link or make mention in some way, shape or form in your profile.  This helps you to stand out against your competition.
  8. Connect With LOTS of People — 300+ is strong, however, if you are in sales, you want to be above the 500 mark.
  9. Provide Contact Info — If you check off reasons why you’d like to be connected on LinkedIn (which most of us do), then don’t forget to put in an email under the address section so people can actually do so.
  10. Keep It Fresh — As you take on new roles — whether they are full time or consultative — refresh your LinkedIn page while the information is top of mind.

Jane Ashen Turkewitz is an Executive Recruiter in the digital media space and can be reached at

2 Responses to “10 Way to Promote Your Personal Brand on LinkedIn”

  1. I think it's okay to not connect with every single person you can find (unless you are in sales and then you want everyone in your Rolodex!), especially if they are way outside of your industry. Is connecting with a pet shop owner going to help a VP of Marketing for Time? Probably not.

    • Nick:
      I completely agree. Relevant, industry people make sense. I definitely do not suggest that one build connections by linking into folks outside one's industry -- just to boost numbers. Feels fraudulent to me. Thanks for the comment -- and for reading!

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