5 ways development professionals can optimize their LinkedIn profile

Since its launch in 2013, LinkedIn has become the leading social media platform for professional networking and career development. With over 850 million profiles from across 200 countries, its global reach is particularly relevant to development professionals looking for new job opportunities. But a LinkedIn profile is more than just a digital CV. Used effectively, your profile can become a more authentic and interactive way of telling your story and connecting with other professionals. That’s the view of Simone Anzböck, an international executive coach and consultant, who spoke about how to optimize LinkedIn profiles during a recent Devex digital event. “It’s not just a job-hunting platform anymore. It’s more [of] a people-to-people platform, like a networking and relationship-building platform,” said Anzböck. With this in mind, here are a few ways your LinkedIn profile can be used to drive greater engagement and connectivity across your professional network. Think of your profile as a shop window The first step when it comes to building a profile is to think of yourself as a shop owner that has a shop window. “You might ask yourself, what are the kind of people you want to attract to read your profile?” Anzböck said. That way, you can tailor your ‘window’ to the type of people you want to connect with. Once you have figured out who you want to attract, Anzböck suggested thinking about “what action do you want them to take?” and “what information do you need to tell them [to take that action]?”. The answers should be the foundation of what you write in your about and experience sections, she said. Be a person, not a CV Unlike a CV, LinkedIn provides the opportunity for people to get to know you professionally without having to be overly formal and impersonal — which can be a huge asset when it comes to landing a job. Research suggests that along with skills and experience, personality is a top consideration in 70 percent of employers’ decision-making processes. Parts of your LinkedIn profile, particularly your about section, can be used to show potential employees why you’re not only competent but why you would also be a pleasure to work with. For this, Anzböck suggested writing in the first person, as “writ[ing] in the third person makes it impersonal. It's a people-to-people platform.” Know which sections to prioritize It’s important to keep in mind that when you comment on a post, your profile picture, name and the first 40 characters of your headline are also visible. “You carry your banner with you through the LinkedIn universe, so don't give that space to your employer,” Anzböck said. She also said that many who click on your profile will look at your experience section first, so make sure it reflects who you are and where you are heading. As research suggests, and what recruiters have told Devex, you often only have a few seconds to make a positive impression on a hiring manager. Keep it short Given the scrolling nature of social media platforms, Anzböck emphasized the importance of making it easy for other users to capture the essence of what you're about in a minimum amount of time. Focus on what will help people recognize who you are and what you stand for. Consistency and simplicity are key to this, Anzböck said, so if in doubt, leave it out. “As you gain career experience, remove the less relevant information. Look at your Linkedin profile like an up-to-date version of what you stand for right now,” she said. Optimize for your goals One of the biggest mistakes on LinkedIn is trying to appeal to everyone. “Trying to be everything to everyone often means they put too much information [and] try to write for everyone,” Anzböck said. Instead, she suggests starting with the question: “who are you trying to connect with on LinkedIn right now?” and building your profile solely around that. Once you have your focus, you can make it easier for relevant people to find you by using relevant keywords to make your headline and about sections SEO-friendly. However, a profile is ultimately only worth so much “if you're not engaging with others on the platform,” Anzböck said. You’ll make yourself much more visible if you’re actively interacting with those you want to build meaningful connections with.