This document discusses the importance of personal branding on LinkedIn. It notes that LinkedIn is often the first digital impression of a person and is where many people are checked out. The document outlines reasons why people may not personally brand on LinkedIn, such as feeling like it is bragging. However, it emphasizes that personal branding on LinkedIn through a complete profile, relevant skills, posts, and personality can increase views and opportunities. It provides tips for personal branding such as using a headshot, optimizing one's profile, and cautions against potential mistakes when branding.