This document provides LinkedIn profile branding best practices, recommending that users include a professional headshot, a 120-character professional headline that communicates their unique value proposition, their industry, a 2,000-character summary detailing their background and positioning, areas of expertise, current and past positions with titles and responsibilities, 10 recommendations, relevant websites, skills keywords, publications, certifications, media-rich content like presentations and videos, groups in their field, associations, and honors/awards. Users are advised to customize their public profile URL and include contact information.

1. LinkedIn PROFILE BRANDING
CONTENT BEST PRACTICES
PROFILE
PHOTO:
 Under you can build a profile

 Professional head shot representing
brand/Image
PROFESSIONAL HEADLINE: (120 characters)  Brand statement (What happens because of
you or company brand statement) I help
with/I know what? Your UVP-Unique Value
Proposition
INDUSTRY: Choose relevant to your role.  Related to job search/offerings/goals
SUMMARY/Professional Story: (2000 characters)  Specific background/Positioning/First person.
What backs up your UVP
Your call to action
Key Google friendly words
Add rich “Visual” media (slide share,
YouTube)
SPECIALTIES:  Areas of expertise/key words of
industry/role/skills
CURRENT POSITION: (title 120 characters)  Add title | Key words/Responsibilities/Kudos
PAST POSITION (S): Add Description(s)  Titles | Specialties/Skills/Kudos
RECOMMENDATIONS:
ENDORSEMENTS:
 Get three: professional, academic, character
(Give 3). Aim for 10
 First 10 words most important (leverage
branding). Stay on profile. Use “skills and
expertise” under “More” on toolbar. Define
and differentiate yourself.
 Give Endorsements (authentically). Go to
individual profile instead of blue box.

2. WEBSITES:  Add 3 Blog, Company, Professional
Organization/Associations etc.
INTERESTS:  80% professional, 20% personal
TWITTER:  Add your Twitter account or company Twitter
(Don’t connect if you Tweet ‘out of brand
‘personal information.)
PUBLIC PROFILE URL:  Reserve and personalize your URL. Type
your first/last name into the Customized
public profile box. Market this on your
resume, signature, business card, blog….
CONTACT INFORMATION:  If you want to be contacted, you have to have
contact information: Email/Phone
SKILLS:  Add skills (up to 50, key words, Digital
Marketing, Talent Management, etc.) Google
must LOVE you!
PUBLICATIONS:  Add publications with link to website; include
white papers, professional publication articles
where you’ve contributed.
CERTIFICATIONS:  Add professional certifications.
MEDIA RICH CONTENT: under Summary,
Experience, Education
 Add PPTs, white papers, article, Slide-Share,
YouTube videos, other portfolio items. Set up
a Slide-Share account. Must have URL to add
this content and must have Icon
GROUPS:  Join groups relevant to your area of expertise,
Group types can include: alumni, industry,
targeted companies, specific areas/fields, job
search, associations. Groups can be private
 (invite request needed) or public.
ASSOCIATIONS:
HONORS & AWARDS:
 Add professional associations.
 Add current and past honors/awards.
c/o Linked-Express 2013 selsliger@gmail.com www.linkedexpress.ca