How to build a LinkedIn profile that gets you found and hired

Executive overview

Most LinkedIn profiles are invisible to recruiters because they lack keywords, use generic headlines, and read like static resumes. LinkedIn surfaces profiles through an algorithm that prioritises your headline and job titles — not your company name or generic role descriptions.

Treat your profile as a live networking document, not a resume. Every section is a chance to be found and to speak to a human.

The core insight: LinkedIn is a search engine and a networking site — your profile must work for both simultaneously.

Headline and keyword strategy

• Your headline is the most algorithm-weighted field — fill all 120 characters with searchable skills
• Never use your company name as a headline keyword; it wastes characters and won't be searched
• Use job descriptions from 5 target roles, paste into Wordle.net, and extract the most prominent words
• Those high-frequency words belong in your headline
• British vs. American spelling matters — match the spelling conventions of your target market
• Balance keywords with a unique selling proposition only if you're not primarily trying to be found

Job titles and the pipe trick

• Job titles are the second most important keyword field after the headline
• You have 100 characters — use them: add a pipe symbol ( | ) after your title, then add industry or specialism
• Example: Manufacturing Manager | Pharmaceutical | Supply Chain
• If your internal job title is non-standard or company-specific, use the industry-standard equivalent — as long as it accurately describes what you do

Experience section

• Don't copy-paste resume bullets — LinkedIn is a networking site, write for human readers
• Describe each role as you would at a networking event: what did you do, what did you accomplish, what did you like?
• A short paragraph followed by 2–3 top accomplishments is more effective than a bullet list
• Front-load your most recent and relevant roles — long descriptions of 10-year-old jobs misplace emphasis
• Be consistent across all sections: tense, format, and tone should feel like one voice throughout
• Some resume metrics are fine on LinkedIn, but it's public — only share what you're comfortable making visible

Summary section

• A blank summary wastes 2,000 characters of keyword and personality real estate
• Don't open with overused phrases like "results-oriented" — they signal nothing and alienate readers
• Write in first person for the vast majority of profiles; third person is only appropriate for very senior executives
• Show personality — a brief disclaimer or a line of wit signals a human being, not a document
• Include top accomplishments and a short list of specialisms; you have the space

Profile photo and completeness

• A professional headshot where your face fills the frame is worth the investment — it's used everywhere
• Ask yourself three words that describe you; your photo should convey all three
• Outdoor or casual shots can work for roles where that context fits (e.g. Outward Bound), but default to professional
• Profiles that are 100% complete are 40 times more likely to receive opportunities, per LinkedIn
• To reach 100%: current position, two past positions, education, minimum 3 skills, photo, 50+ connections
• If between jobs, add a consulting, volunteer, or "seeking" entry rather than leaving current position blank

Recommendations

• Endorsements for skills can be gamed — anyone can endorse you for anything
• Written recommendations are the only reliable social proof on LinkedIn; they require someone to post from their own account
• Most people are willing to recommend but need prompting — offer a phone call or send 2–3 memory-joggers
• Draft a suggested recommendation for the other person; most will be grateful and use it with minor edits
• Follow up — requests often go unanswered simply because the task feels effortful

Connection requests

• The default "I'd like to add you to my professional network" message is impersonal and forgettable
• On desktop: go to the person's profile first, then click Connect — this lets you add a personalised note
• On mobile: do NOT tap the Connect button directly; tap the three dots (top-right) first to access the custom message option
• Reference something specific: a group post, a shared school, a question about their industry
• If you accidentally send a generic request, send a follow-up note — or withdraw the request and redo it correctly