Todd Martin

Todd Martin

Sales Strategy

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“Notice Anything Different?”

February 12, 2015

LinkedIn has been introducing new features that can punch up your Profile – and there are more coming.

LinkedIn logo

I’ve repeated some of the same themes in this space for the last few years. They boil down to this: Online content is different than any other documents or marketing materials or fact sheets you’ve ever produced. Because you have so much competition for your prospects’ consideration – and because the internet has shortened our average attention span — you need to:

  • Write economically. Use the words you need, but no more. And use descriptive and dynamic words (in an understated way). This doesn’t mean the biggest words.
  • Show as much as you tell. Find the right balance of text, photos, and video.
  • Tell your audience who you are. You’re more than a manager or an employee at a company. Let people have a peek behind the title on your business card.

LinkedIn Supporting Best Practices

These are common bits of advice that many people share these days. LinkedIn has been following that model, adding new ways for you to present yourself to your audience.

Think about how long you look at a LinkedIn Profile. If you’re planning to interview somewhere for a job, or if you’re being interviewed for a new position, you probably take it all in.

In many cases, though, you’ll probably spend less than a minute. Maybe 30 seconds. And what do you look at? First, the photo. Does yours convey the impression you’re going for? Professional headshots rule on LinkedIn, but don’t be afraid to be a little creative with this if it “matches” your personality, your corporate culture, and your position.

Second, you look at the Summary. Is yours right at the top, directly below your Contact info? It should be. If not, make sure you’re in Edit Profile mode, grab the up/down arrow in the upper right of the Summary with your cursor and drag your content block into place.

Your text here should be some of the best you’ve ever written. Try to keep it to one concise-but-informative paragraph. Readers should get a sense of why you do what you do and what you excel at. Name a couple of past positions/companies if you want, but leave most of that for the Experience section. Who are you?

If you haven’t edited your Profile for some time, you may be surprised to see the buttons under your Summary (and under all of your job descriptions): Document, Photo, Link, Video, and Presentation. Add these items if they make sense, and be sure you follow the link to read Supported Providers, so viewers will be able to access them.

There’s 30 seconds. Your visitors may look at your current position and maybe one or two more, so make these pop.

New Features Coming

You may or may not have the new LinkedIn design changes on your Profile; the company is rolling these out in waves. They include:

  • The Keep in Touch box. Located in the upper right, this will consolidate your connections’ updates.
  • A new box next to your Profile picture that will link actions and information like Edit Profile, Who’s Viewed Your Profile, etc.
  • Easier access to People You May Know

Keep an eye on LinkedIn if you don’t already – they tend to slip new features in without a lot of fanfare. And keep polishing your Profile using the tools provided. People look you up on LinkedIn for all kinds of reasons. Take advantage of this unique opportunity to toot your own horn.

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