This document provides tips and guidelines for optimizing the key elements of a LinkedIn profile, including recommendations for customizing the profile photo, name, headline, contact information, URL, summary, experience section, groups to join, influencers to follow, companies to stay connected with, publishing content, and a checklist of LinkedIn profile element specifications. The tips are aimed at helping users differentiate themselves, engage connections, attract ideal clients and prospects, and maximize their profile's searchability and branding.

1. YOUR BRAND: KEY ELEMENTS
LAURA VIRILI
Keynote Speaker, Consultant, Coach
Social Media & Relationship Management
www.LauraVirili.com
@LauraVirili
LauraVirili.com

2. YOUR LINKEDIN PROFILE IMAGE
Your Photo Tips:
 Professional photo
 Business casual
 Engaging & friendly
 From waist, chest or shoulders up
 Cropped & sized correctly
 Great background, outdoor shots are fabulous!
Profiles with photos get 16x
more views than profiles
without photos. Check out
cheat sheet for tips & tricks.
Source: LinkedIn
!
Images: Stan Kaady Photography

3. YOUR NAME & HEADLINE/TITLE
Name: Add designations, certifications and advanced degrees: MBA, CPA, CFP®, CRPC ®,
etc. - 60 characters
Title: Shortened version of your profile - 120 characters
LauraVirili.com

4. YOUR CONTACT INFO
Because ‘Contact Info’ is only visible
to your 1st degree connections, be
sure to add the Additional Info/Advice
for Contacting section for anyone
visiting your profile to see that info:
LauraVirili.com

5. CUSTOMIZE YOUR URL
LauraVirili.com
LinkedIn will assign you a random
URL. To make your profile more
easily searchable on Google and
for others looking for you, change
the URL to something that better
matches your name.
In edit mode, click on the gear icon
next to your name. If available, use
just your first and last name. Be sure
to ‘Save’ once complete.
!

6. YOUR SUMMARY
 Personal feel
 Humanize yourself
 Written in the first person
 This is what I do
 This is why I do it
 This is how I do it
 “I welcome a connection if…”
 Contact Info
 Common misspellings (your name,
company, etc.)
Hire a professional writer
who can convey what makes you “you” –
and your services unique and desirable.
Check out the cheat sheet for more
insight.
T: 804-750-2555
bob@andersadvertising.com
LauraVirili.com

7. YOUR EXPERIENCE
 Describe your current position
 List your previous experience
Rule of Thumb: For your current and
previous experience keep text concise
and to the point. No more than a
sentence or two, no more than 2-3
paragraphs per position. Remember to
use keywords!
LauraVirili.com
As an advisor, if you happen
to have recommendations,
skills/endorsements, hide them –
FINRA views this as advertising.

8. JOIN GROUPS
 Branding & Search-ability
 Join up to 50
 Displayed on your profile
 Networking
 Niche Markets
 Hobbies
 Alumni
 Professional Designations
 Charitable
35.5% of LinkedIn Users are in
1-9 Groups.
Source: SmartInsights Inc.
!
LauraVirili.com

9. GROUPS: ATTRACTING IDEAL CLIENTS
 Consider joining groups:
o Comprised of like-minded individuals
o Focused on the services you provide
 Attract ideal clients by:
o Initiating insightful dialogues
o Demonstrating your subject matter expertise by answering questions posted
by other participants
Financial Advisors – Attract Ideal
Clients thru LinkedIn Groups! Then stay
active in the most relevant Groups, 3-5
is ideal & manageable.
LauraVirili.com

10. GET INFLUENCED
 Follow Your Company’s
Influencer
 Follow People You
Admire Both
Personally/Professionally
LauraVirili.com

11. ACT LIKE AN INFLUENCER
 Share Firm
Approved
Content
 Publish on
LinkedIn*
 Get Noticed
 Stay Top of Mind
& Tip of Tongue
LauraVirili.com* Check with your firm’s compliance group regarding e-communications created in support of you
and your practice. FINRA may classify it as adverting.

12. STAY ‘IN GOOD COMPANY’
 Follow Your Company
 Follow Companies Related
to Your Clients and Prospects
 Follow Your Competition
 Follow Companies of Interest
LauraVirili.com

13. KEY ELEMENTS CHECKLIST
* Details including sizes (in pixels), character limits, availability, etc. as of June, 2015
LauraVirili.com
Top LinkedIn Elements Specs* Details
Photo 200x200px Professionally taken, business casual, friendly, engaging, approachable.
Name 60 chars Display your name as people know you. Include designations, certifications, advanced educational
degrees.
Headline/Title 120 chars Shortened version of what you do. Choose a keyword headline or a power statement headline.
Contact Info Complete your contact info. Note: Only visible to 1st degree connections.
Custom Website URL 256 chars Customize your LinkedIn URL. You have 29 characters after “www.linkedin.com/in/”.
Summary 2000 chars Differentiate yourself, written in the 1st person. Opportunity to make the right people ‘feel’ a
connection to you. Humanize yourself. Add keywords!
Experience 2000 chars A paragraph or two for each position you have held. Include only relevant positions.
Groups Up to 50 Join Groups. Order them so the 7 most important show on your profile. Stay active with your top 3-5
groups thru relevant contributions.
Influencers 500+ There are 500+ LinkedIn Influencers. Follow the ones that you admire from a personal and professional
perspective.
Companies unlimited Follow your company, your competition, your client’s companies and companies of interest.
Publisher 40k Publish on LinkedIn just like an ‘Influencer’ – share your subject matter expertise and thoughts. Check
with your firm’s compliance group regarding e-communications created in support of you and your
practice. FINRA may classify it as adverting.
Printable Version

14. HOW TO EDIT YOUR LINKEDIN PROFILE
LauraVirili.com
From the LinkedIn menu go to
‘Edit Profile’ option. Once there,
simply click on the pencil icon
associated with the section you
would like to edit. Don’t forget
to ‘Save’ each section.
TIP! When making a lot of
changes to your profile turn
your ‘notifications’ off.
!