This document provides advice from John Tunison on optimizing a LinkedIn profile. It includes tips on choosing an effective headline and summary, structuring the profile sections, and using keywords throughout to be found in searches. Tunison recommends including experience, education, languages, additional information, projects, certifications, courses, volunteering, skills, honors and recommendations to give recruiters a full picture of the job seeker's qualifications and background. The goal is to tailor the profile to clearly communicate one's purpose and make connections that can lead to new opportunities.
5. +1 (832) 247-7225
john.tunison@yahoo.com
John Tunison – Finance ExecuBve
All Rights Reserved
5
1. Do you have a purpose in your life and your career? (IMPORTANT: if you do not, please stop
here and work on that before sorBng out your LinkedIn® profile!)
2. If you do, your LinkedIn® profile needs to be defined by it.
3. How you use LinkedIn® will depend on what your purpose is. Fortunately you have some
flexibility and it provides several helpful features to help you tailor your profile to you.
4. I am a “Business Generalist” and “Senior Execu,ve” with a focus on “Finance” who has made
one significant career change…so my profile (and much of my advice) is tailored for this –
please keep that in mind and take liber,es as needed where your purpose differs from mine.
5. I will try to address some of the other sec,ons of LinkedIn® that I don’t use in the “Other
Stuff” sec,on.
Tips & Tricks:
1. Use your purpose to guide you when deciding answers to key ques,ons.
2. Examples:
1. “what should I put in here for that year I took off between grad school and star,ng in investment banking?” – if you
travelled the world you might say “Independent Research” as the Job Title and allude to gaining depth of
understanding of some key world cultures in order to be able to becer evaluate companies as an investment banker.
2. “how should I describe roles prior to my career change?” – talk about your prior career roles in terms that make
sense for your current career – focusing on lessons you learned and skills you gained that transfer. If you were a
nurse who changed to teaching, skip the “recognized as best catheter and IV nurse in the Childrens’ Ward” but
include “Developed ability to relate to and put children at ease when faced with new or difficult things while caring
for them in the Childrens’ Ward.”.
Your Purpose
6. +1 (832) 247-7225
john.tunison@yahoo.com
John Tunison – Finance ExecuBve
All Rights Reserved
6
1. Tie everything together – use same fonts, sizes, colors – use the same general structure for
roles. Your profile will be easier to read.
2. Pay acen,on to everything in your profile…it is all visible...every stray comma, every spelling
mistake, every odd inclusion that has no bearing on your purpose...
3. Make sure your profile and your resume complement each other – things like ,tles, dates,
companies, and chronology should all match exactly. Things like job descrip,ons,
responsibili,es, and accomplishments may be worded differently but should s,ll boil down
to the same thing. (see next point)
4. Don’t lie! (won’t lecture here but I stop reading about a candidate if I detect anything that
does not pass the sniff test or is in clear conflict with a known fact)
Tips & Tricks:
1. Use a background image for your profile to add some character to it. Make sure you own the legal rights
to it...
2. Pick company and school names that match exis,ng ones in LinkedIn®that have the most users (for
example I could have put “Shell Oil Products US” but chose to put “Shell” instead – the former had a few
hundred employees while the lacer had over 100,000...colleagues, classmates, and recruiters/hiring
managers will find you becer this way.
3. Skip nicknames...unless you are a military pilot who intends to remain one indefinitely, nobody will really
care what your callsign is/was (Sorry Maverick & Goose) and won’t think you’re more professional for
lis,ng it...if you use a nickname professionally (and not your real name) then skip the real name...
4. Jargon should be translated as much as possible...
The Licle Details
11. +1 (832) 247-7225
john.tunison@yahoo.com
John Tunison – Finance ExecuBve
All Rights Reserved
11
1. List all formal degrees.
2. Include at least years acended and degrees earned.
3. The other details – if you were a 4.0 student I’d include it…if you were a 3.4 student maybe
not? Ac,vi,es – can’t hurt as long as they support your purpose...
4. Media/Other materials – if educa,on cons,tutes the bulk of your marketability you may
want to include important and very well done presenta,ons, papers or other academic
work...otherwise and once you are more than a couple years out of college, please don’t (I
suppose unless the work you did just received the Nobel Prize).
5. High School – to include or not? Well I say include it...if for no other reason than helping an
old high school buddy who is now CEO of a company to find you easier on LI...
Tips & Tricks:
1. This sec,on should be straight-foward – don’t overthink it!
Educa,on
“An investment in knowledge pays the best interest.”
-Benjamin Franklin
15. +1 (832) 247-7225
john.tunison@yahoo.com
John Tunison – Finance ExecuBve
All Rights Reserved
15
Cer,fica,ons:
1. If you have one and it is important to your purpose, list it…if not don’t.
2. If it has expired, list it but show that it is expired...
3. If it is no longer relevant...your choice...being a cer,fied 8-track repairman if you are an
electronics technician might just make you look a licle old?
Courses:
1. If you took it, list it as long as it is important to your purpose.
2. Link these to jobs if applicable...then will show up in the Experiences Sec,on.
Tips & Tricks:
1. This sec,on should be straight-foward – don’t overthink it!
2. But do list everything that applies! (but if you are an MMA fighter and TV personality, you
might leave the Doctor of Mixology from Harvard off)
Cer,fica,ons & Courses
“I had a cer,ficate that said, 'Doctor of Mixology, Harvard University,' that I actually got
from Harvard University. A friend of mine was a research assistant over there and it was
one of those student or university perks and she brought me in on that. So I am a
doctorate from Harvard and it only took me one axernoon.”
-Rhonda Rousey
21. +1 (832) 247-7225
john.tunison@yahoo.com
John Tunison – Finance ExecuBve
All Rights Reserved
21
1. Update something in your profile weekly (even add/delete a “.”) – you’ll show higher in searches.
2. Use LinkedIn®’s recommended connec,ons to find people you know or those you want to – look
at this frequently, search for classmates and colleagues using school/company name and dates.
3. Look at who views you – connect with them if you would like to network with them.
4. Look at other peoples’ Posts – comment on them if you can add value to the conversa,on – this
helps your search rankings and can show hiring managers/recruiters how you think.
5. Create your own Posts – if you are an expert in something, share it to build a following and
increase your search rankings.
6. Connect with people right axer you meet them – business mee,ngs, tradeshows, conferences, on
the plane, etc. – get a business card or write down a name and send a connec,on request quickly.
7. Create a public profile with a name that makes sense (I’m at
www.linkedin.com/in/JohnTunisonFinanceExec) - link this in your email signature.
8. Premium or not – if you can afford it there are a few nice features…if you are budget conscious, it
is not the most impacŽul use of $’s out there IMHO.
How To Use LinkedIn®
“It's just madness. First email. Then instant message. Then MySpace. Then Facebook. Then
LinkedIn. Then Twicer. It's not enough anymore to 'Just do it.' Now we have to tell
everyone we are doing it, when we are doing it, where we are doing it and why we are
doing it.”
-Mark McKinnon