Kinetix Whitepaper - Are you a LinkedIn Benchwarmer - 12 Steps to Improve your LinkedIn profile Today

CALL US : 770.390.8370 EMAIL US : kdunn@kinetixhr.com RESEARCH US : www.kinetixhr.com
Are you a LinkedIn Benchwarmer?
| 12 STEPS TO IMPROVE YOUR LINKEDIN PROFILE TODAY |
MVP OR BENCHWARMER - WHERE DOES YOUR LINKEDIN PROFILE FALL?
LinkedIn didn’t earn the tagline the world’s largest professional networking site from a lack of membership. In fact,
the social giant adds about one million new users every week. But like athletes, not all profiles are created equal and
some LinkedIn users end up on the sidelines while other professionals reap the real benefits of the site. When it comes
to LinkedIn, are you in the game or on the bench?
Take a look at the three most common players in the LinkedIn
game and decide how you measure up:
• The Franchise: The Franchise is the advanced
LinkedIn user that has revolutionized the social
networking game and set the bar for how to present
information on a LI profile. This LinkedIn user has
detailed every project and achievement in their
professional career and has capitalized on LI’s status
updates, groups and applications. A true social
networking champion, they get real benefits from the
networking they do on LinkedIn.
• The Second-Stringer: The Second-Stringer is the
middle of the pack LinkedIn user with a respectable
profile but falls short of champion status. The SS has
spent an hour or two layering in the basics of what they do and the company they do it for, but is comfortable
blending in with the crowd and being average when it comes to LinkedIn. When people talk about the potential
of the networking site, the SS likes to chip in and say that they haven’t seen the results. Of course, there’s a
reason for that.
• The Scrub: The Scrub is the novice LinkedIn user that created a profile because someone at a networking
event or an article on Inc.com told them they should. The Scrub is easily spotted by their default picture or lack
of profile personalization. Chances are they plugged in their name and industry, hit the manually import resume
button and put that task to bed. They haven’t been back to the site since, and their profile is easily marked by
single lines of information throughout and a low number of connections.
If you fall short of anything but Franchise status, then you’re in need of an LI game plan like Bill Buckner was in need
of a bigger glove. So that’s why we’re serving up a winning platform to take your LinkedIn profile from benchwamer
to MVP in this toolkit – complete with screenshots and navigation on updating your profile within LinkedIn.
Not all profiles are created equal and
some LinkedIn users end up on the
sidelines while other professionals
reap the real benefits of the site.
When it comes to LinkedIn,
are you in the game or
on the bench?
1

THE PLAYBOOK: 12 STEPS TO IMPROVE YOUR LINKEDIN PROFILE TODAY
All professional athletes train with a goal in mind. Baseball has the World Series, basketball has the NBA Finals, golf
has The Masters, etc. So before you dive into our 12-step plan, it’s key that you first identify your goal for updating
your LinkedIn profile:
• Are you a business owner or sales pro looking to showcase your organization and drum up some new
clients?
• Are you in the market for a new gig and want to highlight your professional contributions and
accomplishments?
• Are you a team player that wants to demonstrate that you’re engaged and invested in your current
organization?
Once you’ve identified why you’re updating your profile, work our plan with that goal in mind. Here’s our 12-step plan
to becoming a LinkedIn achiever:
2
PLAY #1 - GET A COOL PROFILE PICTURE
Do you have one? Because you should. But keep in mind that while a picture is worth 1000 words, a questionable
picture is worth 1000 more. Fill the 80x80 pixel box with an image that is flattering and matches the role you currently
have - or ultimately want. Working for progressive shop or funky tech firm? Chances are you can get away with a trendy
instagramed picture of you in a hoodie. Working for a buttoned up finance firm? We’ll let you make the call.

3
PLAY #2 - CREATE AN INTERESTING TAGLINE
Kinetix Recruiters Say: Frame your picture. You need a head and shoulders shot that is a clean likeness of who you
are. Don’t do a wider shot than head and shoulders—it won’t work and it will work against you. Worried about your
attractiveness level? Instagram filters are a great way to soften what you’re worried about (but probably shouldn’t be).
Now You Do It: Profile > Edit Profile > Select ‘Change Photo’ in your current image > Upload Image > Adjust within
parameters > Save
So you’re an “HR Generalist at Company X” or an “Account Manager at Company Y”. That’s great, I’ve really got a feel
for you now! (not) Your tagline should be both interesting and compelling, and it should go a layer deeper than your
existing job title. Craft your tagline in a way that prompts a casual passerby to stop and want to dig into the next layer of
your profile.
Kinetix Recruiters Say: Everybody shows their title and company. We need that, but you’ll get more people reaching
out and interested in who you are and what you do if you add some spice to your tagline. Here’s the tagline for one
of our recruiters - “Seasoned IT Recruiter, Sports Fanatic, Fitness Hopeful”. Being likeable helps you get more out of
LinkedIn.
Now You Do It: Profile > Edit Profile > Click pen icon on the line under your name> Update text > Save

4
PLAY #3 - TELL US WHO YOU ARE BY USING THE SUMMARY
The summary is an above the fold opportunity to sell yourself - not the company you currently work for. Many LinkedIn
users violate the purpose of the summary by listing what they currently do at their present company. Take advantage of
the summary section’s prime real estate to define yourself on a professional and personal level. Think of the LinkedIn
summary as the text based version of your elevator pitch.
Kinetix Recruiters Say: Write the summary like you talk. One of our teammates has a summary that begins with the
question, “Who am I?”, then proceeds to answer that question from a first person perspective. Entertain us. Tell us how
you define yourself without mentioning the fact that you love The Real Housewives. Some things are better left unsaid.
Now You Do It: Profile > Edit Profile > Click pen icon next to summary to edit summary or click ‘Add Summary’ >
Update text > Save

5
PLAY #4 - TOPLINE YOUR EXPERIENCE IN A MEANINGFUL WAY
We know, you’ve been patiently waiting for the chance to layer some bullets into your profile, but we’re sorry to say that
it’s just not going to happen. While some users may be tempted to copy and paste bullets from their job description into
this section, we think you should consider a different approach. Improve a process? Significantly cut spending? That’s
the story we want you want to tell. We suggest starting out with a high level overview of the company you work(ed) for
and then layer things you have done that have been impactful to that organization. Be sure to create a separate entry
for each role you’ve held, even if it was at the same company, and make sure the dates align with your actual resume.
Kinetix Recruiters Say: Thinking the experience on your LinkedIn profile needs to look like a resume is a trap.
Remember, all you’re trying to do with the LI profile is generate enough interest to generate a call. As recruiters, we’ll
always ask you for a resume, so you’ve got time and other opportunities to get your bullets in.
Now You Do It: Profile > Edit Profile > Click pen icon next to experience > Update text > Save

6
PLAY #5 - ADD SOME FLAIR VIA APPS & MEDIA LINKS
There are a number of applications (click to check out their spread) you can install to your LinkedIn profile to further
enhance your experience section. Applications like SlideShare and Behance allow you to turn your strictly text-based
entries into a living portfolio of your work and past contributions. You can also add media links in LinkedIn’s new profile
layout to add some depth to your experience section.
Kinetix Recruiters Say: Is there anything more valuable than providing a glimpse of the work you’ve done? We think
not. Hit us with a PowerPoint or some code to show us how smart you are.
Now You Do It: Profile > Edit Profile > Choose which file type you’d like to add under work experience next to ‘Add
Media:’ > Upload file or plugin in relative URL to the item you wish to share > Enter a description > Save

7
PLAY #6 - GET A VANITY URL
While the topic of personal branding is a whole other paper in itself, LinkedIn provides users with a great tool to get
started in the right direction through vanity URLs. Replacing the gibberish of numbers and symbols associated with
the destination of your profile with your actual name increases your chances of being found by a search engine. Vanity
URLs are also a key way to connect with other users post networking events, because let’s be honest, who actually
uses business cards anymore?
Kinetix Recruiters Say: Getting a vanity URL means that you get the marketing potential of LinkedIn. While we’re
always going to submit your full resume and expanded thoughts to our clients, what happens when you market
yourself? Wouldn’t you rather have a URL you can send to people that looks like your name and not some 10-inch wide
javascript that looks like it came from a buried page on Amazon?
Now You Do It: Profile > Edit Profile > Under ‘View Profile As’ button, hover over URL and click cog icon > Click pen
icon in upper right next to ‘Your public profile URL’ > Edit with your name > Save

8
PLAY #7 - BEEF UP WITH BACKLINKS
For the non-technical readers, backlinks are any link received by a web page or search engine from another web page
and are a main driver in SEO (search engine optimization). Translation: this is a good thing for you and the pages that
you’re sharing, so you should take advantage of the three free backlinks LinkedIn gives you.
To claim your backlinks visit the “Websites” section of your profile under “Contact Info”. We recommend sharing any
other social profiles - like your Twitter handle or personal blogs - if you have them in this section first. If you have links
leftover, share your company’s website or social profiles, or if you’re a recruiter, share any career opportunities you may
be working on. When setting up your backlinks you also want to avoid LinkedIn’s stock options like “Blog” or “Company
Website” and instead select “Other” in the editor menu. Using the “Other” function allows you to add custom text to your
profile and create calls to action for the links you’re sharing.
Kinetix Recruiters Say: Our favorite backlinks give us even more line of sight to who you are professionally and show
a commitment to your chosen professional field. What are you doing on the side to stay sharp in your profession? Links
please.
Now You Do It: Profile > Edit Profile > Select ‘contact info’ tab under your connections count > Select the pen icon next
to Twitter or Websites > Update accordingly > Save

9
PLAY #8 - LAYER IN INTERESTS AND ACTIVITIES
What you do outside of work tells a story about the type of employee/leader you are. For example, someone that wakes
up at 6:00 am on Saturday to train for marathon is most likely hardworking and dedicated to achieving success. Listing
your affiliation with professional and civic organizations also tells viewers that you’re dedicated to your craft enough
to give up your free time to further your personal/professional development. The bottom line? Extracurricular activities
matter.
Kinetix Recruiters Say: Interests and activities are the jump balls of life. When there’s a selection process going on
and all other things are equal, we’re wired as humans to go with the deeper individual on paper, even if the interests
and activities have nothing to do with the job. You climbed Mt. Everest last year? Find an alumni association for special
people like you, join - then link to it. The jump ball when you’re even with another candidate will go to you - after all, you
climbed Mt. Everest!
Now You Do It: Profile > Edit Profile > Click ‘View More’ (above experience) > Click to add > Update text > Save

10
PLAY #9 - JOIN THE RIGHT GROUPS
LinkedIn allows you to join up to 50 groups, and we recommend that you take advantage of their offer by joining all 50
of those groups. LinkedIn Groups allow you to connect with liked-minded professionals around the world to share ideas,
build relationships for future career opportunities and stay up to date on industry trends and insights.
Kinetix Recruiters Say: Groups equal opportunity. Recruiters like us have a better chance of finding you if you join
multiple groups, and it’s also a branding exercise for you - it shows us you’re interested in more than the basic 9 to 5.
Now You Do It: Next to the search widget, select ‘Groups’ from the drop down menu > Enter in a word that relates to
the group(s) you want to join e.g. ‘marketing’ > Click the search icon > Join groups from the list that populates

11
PLAY #10 - SHARE WHAT YOU’RE READING AND WORKING ON VIA UPDATES
Once you’ve established your profile and have started building your network, give those connections a reason to pay
attention to you by sharing interesting articles through the updates box on your homepage.
Kinetix Recruiters Say: The easiest way to generate interest from others and separate yourself from the pack is to
share updates. Do this 4-5 times a day and you’ll be in the 99th percentile of all LinkedIn users. Share quality info from
your profession, company or industry and valuable connections and conversations will follow.
Now You Do It: From your LI homepage (not your profile) locate your ‘Share an Update’ box > Attach a relative URL via
‘Attach Link’ > Add supplemental text describing the shared article > Share

12
Kinetix Recruiters Say: We encourage you to reach out to people you’d like to recommend you via email or phone
and get their agreement to recommend before inviting them to do so via LinkedIn. Our experience is that you’ll get a
more robust recommendation by doing it that way. Your goal should be to get 3-5 people per company you’ve worked
for to recommend you. There’s power in showing the titles and profile pics of those recommending you on your profile,
regardless of the actual content of the recommendation.
Now You Do It: Profile > Click dropdown arrow beside ‘View Profile As’ > Ask to be Recommended >
Complete form > Send
PLAY #11 - REACH OUT FOR RECOMMENDATIONS
Now that you have a profile worth sharing, reach out to former co-workers, employers and leaders to shine some praise
on your past achievements. Recommendations are a quick snapshot for potential employers or clients to gauge your
work and are more frequently being accepted as first-level references.

13
As you move through phases or your career and professional life, make sure you update your profile to reflect those
achievements. You should also be looking for new people connect with via LinkedIn’s “People You May Know” function,
networking events, groups or new interactions in your daily role.
PLAY #12 - KEEP IT FRESH AND CONNECT
Kinetix Recruiters Say: If you joined LinkedIn back in 2008 and are still sitting at 72 connections, then chances are
you’re not maximizing your opportunity to network and connect. The number of connections you have on LinkedIn tell us
that you’re not committed to the game. But wait - we can help. Download the LinkedIn Connector for Outlook (click
this link to download now) and every time someone sends you an email, invite them to connect via the one-click
functionality it provides. It’s the simplest way to build your network quickly. Do it today.
Now You Do It: Hover over pending invitations in top right > Select ‘See All’ next to ‘People You May Know’ > Add
connections

The team over at LinkedIn has provided a ticker to tell you how complete your profile is. Does your meter read at 100%
(old profile layout) or “All-star” (new profile layout)? What about your team’s?
Directions: Use this checklist, in conjunction with the Playbook we’ve laid out, to determine where you, or your team,
stand on the LinkedIn Leaderboard. We’ve gone ahead and layered in some Coach’s Notes as quick reference points
from our Playbook to help you evaluate whether you’ve “scored” or “missed” in updating each section of your LinkedIn
profile.
LinkedIn Play Coach’s Notes Score or Miss
Get a Cool Profile Picture
Pictures are a non-negotiable and
should be both flattering and
approachable. Key takeaway - you
want your picture to work for you, not
against you.
Create an Interesting Tagline
Dig a layer deeper than your current
job title and craft a tagline that evokes
what we call the likeability factor.
Tell Us Who You are by Using
the Summary
Capitalize on the prime real estate to
sell yourself, not the company you
work for. Use a conversational tone
and keep it light, yet professional.
Topline Experience in a
Meaningful Way
Resist the urge to copy and paste in a
list of resume bullets. Instead focus
on the impact you have/had in the
role, in a way that generates interest
from future employers or clients.
Add Some Flair with Applications
Flex your smarts in a visual way by
layering in past PowerPoints, code
you’ve created, etc. through the use
of LI’s Apps spread.
14
THE LEADERBOARD: A LINKEDIN CHECKLIST FOR YOURSELF AND YOUR TEAM

Get a Vanity URL
Market yourself by replacing the stock
java gibberish that auto-populates
when you create your profile with your
actual name.
Beef Up with Backlinks
Highlight your dedication to the game
you’re in by sharing links to other
social profiles, blogs or work you’ve
completed.
Layer in Interests & Activities
Extracurriculars matter and are often
the tipping point between candidates
tied for a career or partnership
opportunity.
Join the Right Groups
Join all 50 of the groups LI allows you
to be a member of. Groups paint a
picture of your interests and often
open the door to networking and new
gigs.
Share What You’re Reading and
Working on via Updates
Separate yourself from the pack by
sharing relevant industry content and
insights with your connections. Set a
goal of 3-5 shares per day and you’ll
quickly launch yourself into the 99th
percentile of LI users.
Reach Out For Recommendations
Recommendations are quickly
becoming accepted as first-level
references. Reach out to professional
contacts and stack your profile with
praise.
Keep it Fresh
Avoid throwback status by continually
updating and enhancing your LI
profile.
Ongoing
15

THE CLOSER
LinkedIn profiles have become a widely accepted first round
elimination tool for recruiters and HR professionals researching
candidates for employment or partnership opportunities.
So what’s it going to be....
Are you going to use our 12-step guide to maximize your
profile’s potential and avoid getting cut in the first round?
Or are you going keep warming the LinkedIn bench?
Kinetix is the recruitment process outsourcing (RPO) firm for growth companies. We exist to help you become
the biggest thing that ever walked the planet. Your company is good at what you do – and you know it. But you also
know you can’t hire good people fast enough to keep up with your growth. That’s why you’re here.
And that’s what we do. You’ve got the product or service. We’ll bring you the people. Our clients never need to worry
that their growth will be slowed by an inability to acquire and retain the best talent.
Kinetix is different because we include HR Consulting hours with every RPO engagement we do. We can help
your company’s managers become better interviewers, and we can show you how to eliminate bad hires by securing
brains/behavior/processing speed data on every candidate through our Talent DNA program.
We don’t just slam candidates to you. We help your organization learn how to determine who the best candidate
is for the job. For real.
What a concept, right? Visit our website and learn more about what we do and how we do it. Check out the profiles
of what makes our team tick. If you want to keep growing, you’ve come to the right place.
Call us today at 770.390.8370 to kick it around and learn more about how we can help you look like a star.
ABOUT THE AUTHORS
16
LinkedIn profiles have become
a widely accepted first round
elimination tool for recruiters and
HR professionals researching
candidates for employment
or partnership
opportunities.

Kinetix Whitepaper - Are you a LinkedIn Benchwarmer - 12 Steps to Improve your LinkedIn profile Today

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (11)

Featured

Featured (20)

Kinetix Whitepaper - Are you a LinkedIn Benchwarmer - 12 Steps to Improve your LinkedIn profile Today