It’s time to improve your LinkedIn profile and business page

We’re way past the point where a LinkedIn profile is optional for you or your business. But oftentimes, business pages and personal profiles are treated the same, which leaves a lot to be desired. It’s essential to understand what sets them apart and how to get the most out of each. So, open up LinkedIn in a separate window, and let’s pull a fixer-upper.


Business pages

LinkedIn is the most-used social media platform among Fortune 500 companies. Business pages are great for showcasing three main types of content: creative, development and career posts (CDC, but like…not the Center for Disease Control).


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People join LinkedIn to keep a pulse on the workforce, and when browsing potential future employers, intentional creative goes a long way when it comes to roping in applicants. If you’re on your employer’s marketing team, make sure you aren’t neglecting LinkedIn. All it takes is a quick vetting process of your team’s already-outlined social posts. Posting relevant content once or twice a week to serve your professional-minded audience is a small but mighty to-do. Show off your products, post your most recent company blog posts, etc. Just keep in mind this is not Facebook.



Sure. Your blog posts are cheeky, and you’ve thoroughly showed off your team’s most recent ad campaign. But you could stretch your post scope. How? Professional development. Is your team making time to better itself and its knowledge base? A stagnant business will go south sooner rather than later, and potential applicants know that. Share imagery from a company retreat or informative, relevant seminars. And don’t forget to tag your facilitator! It’s all about the #connections.



Don’t worry; I didn’t forget. LinkedIn is synonymous with one word: jobs. People either want to show off their current position or are scouring the interwebs for their next golden opportunity. That’s where your employer’s page can shine. Of course it’s important to post current openings on an external company website, but LinkedIn makes applying for positions a breeze with features like autofill and resumé uploading. Help out your applicant pool by using the Jobs feature to post your openings. At the very least, post a link to your website’s Careers page.


Personal profiles

Personal pages can be tricky on LinkedIn because we don’t want them to act as a second Facebook page. They aren’t the same. Think of your LinkedIn profile as a more of an interactive resumé. That should help you establish a professional, succinct tone to stick to when crafting posts and responding to others. Typically, personal pages require more “maintenance” than a business page because as people, we change every day! When updating your personal profile, abide by my HBC protocol: Hirability, brevity and consistency.



This is the overarching theme we’re trying to embody here. Even if you aren’t currently in the market for a new job, that doesn’t mean that a) people aren’t looking at your profile anyway and b) you want to close any doors. Make sure your featured LinkedIn skills line up with the jobs you’re trying to manifest and that you’ve rid your skills section of any no-brainers. For copywriters like me, that means nixing Microsoft Word and Google Docs proficiency. Those just aren’t special enough anymore.

Also, make sure your profile picture is working for you. Depending on your field, you may have some leeway in what your featured headshot can look like. Right now, I’m rocking an LF company headshot because they’re professional but fun — like our team! Yours may be more or less profesh than that. My current header image is the Des Moines skyline at night. It both shows where I currently operate and (hopefully) that I’m #trendy and can deal with fast-paced urban life.



Again, this isn’t Facebook, but that doesn’t mean you can’t share personal content! In fact, I encourage it. However, keep your copy to a minimum. The average user spends 17 minutes on LinkedIn per month, so the odds that someone is going to sit there and read your LinkedIn novel are…slim. Make it snappy, get your well-deserved engagements and move on.



Once you initially commit to LinkedIn, you’ve gotta commit for life. Good news — it’s relatively easy to maintain your presence, whether you’re commenting on your connections’ post, viewing profiles, or re-sharing company news/blog posts. And there’s your original content, too! But remember what I said: keep it brief, baby!


You’ve got this

Your page looks great — I just know it. Upkeep is a continuous process, but I’m not worried about you. Keep coming back to the LF blog for more articles like this one! We’re here to help ya out. See you later, cyber friends!

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