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LinkedIn Profile Guide



• LinkedIn was started in May 2003 and has over 300 million users worldwide and over five million in Australia
• Around half of the profiles are for people who earn over $100,000 per year
• Profiles that are complete appear in search results seven times more frequently
• Profiles that have a photo of the person are 11 times more likely to be viewed
Profile Details


The most important sections to complete are your photo, headline and summary.
Photo Smiling with teeth showing, looking at the camera, background related to how you want to be perceived, head and shoulders only, clear
Headline Must include your main keywords and something memorable about you if there is room
Summary If you are in active search mode, include your keywords, dot point value offerings, mobile phone number, email address, call to action
Experience Include a short description of the company, tasks (dot points), achievements (dot points) and URL (eg
Education Include a short description of the educational institution, subjects, certificate number, date of conferral (more keywords)
Skills If you want to focus on a niche area, limit to your top 15, for generic roles, consider using up to 50 but use generic words for the skills
Projects Include description, non-sensitive commercial information, challenges overcome, results, URL if available
Contact Customise your public profile URL (eg
Phone Write in the international format for easy dialling if viewing from a phone (eg +61 402 243 271)
IM If you have Skype, include it here as often people will want to call from interstate or overseas to interview you
Website Choose Other, Write the name of the website (eg your member association name) and URL (eg
Address Include your contact details again (subtle reminder), location (Richmond, Melbourne, Victoria, Australia) and keywords if you wish
Advice for Contacting


Make sure you include your contact details here again so that people can call you even if they are not connected to you


You can search anonymously, hide information from the public and share connections with your contacts or no-one. In the job search phase, it is recommended that you make as much information as possible available publicly and include the right call to action but keep your activity broadcasts turned off when you are making multiple edits


An advanced search using the keywords section can help you find people to talk to related to your objectives


On a three monthly basis, record your number of views in the last 90 days and your number of connections
Download a PDF of your current profile
Download a list of your connections in a Microsoft Outlook CSV file on a PC
Review the bells and whistles that have been added or removed from the LinkedIn platform and update your profile accordingly
Consider recording some of the leads you have sourced via LinkedIn
Number of Contacts


As a minimum, make sure you have at least 50. If you are in sales, it needs to be a lot more


Consider joining the Group/s for your professional association/s (if it exists)


Follow the Companies that you would like to work for or have previously worked for (if interested)
Number of Recommendations


As a minimum, make sure you have at least three. Better if you have at least one for each past role
Requesting Recommendations


Ask people directly, include the instructions on how to do it (Go to my LinkedIn profile, click on the drop down box next to the blue box and choose Recommend) and ask them to comment specifically on some aspect of your work (eg how we worked together on the xyz project). Offer to also write them a recommendation and ask them what they would like you to focus on in their recommendation
Writing Recommendations


Only write what you are prepared to say in court

Only endorse for skills and expertise you have observed (don’t be anxious about receiving anonymous ones). These can also be sorted according to your preference.



Consider logging in at least once a week and possibly:
1) Write an update of your own (including a relevant link to something but not sales related)
2) Invite people you know to connect with you (or use the ‘people you may know’ feature)
3) Like or comment on someone else’s update or a post in a group you belong to
4) Endorse people you know for skills you know they have
5) Write a recommendation for someone you are confident to recommend
6) Consider making a written post/contribution to your professional association group
7) Keeping your network alive by contacting people you know (three times a year to maintain the relationship) or at least once a year via the following sequence
Jan-Mar (A-G), Apr-Jun (F-K), Jul-Sep (L-P), Oct-Dec (Q-Z)


In Australia, always list English first even if it is not your first language, list the remaining languages in highest to lowest competency order
Personal Details


It is not necessary to include your date of birth or marital status. Males who are married may find some benefit. Singles who are willing to travel may find some benefit
How you met


It is handy to record this for each person, particularly new contacts and complete a follow up reminder
Make a point of connecting to all new people you meet on LinkedIn


This is helpful if you want to segregate your contacts for easier searches and tailored mailing lists


If there are thought leaders that appeal to you, follow them (but be aware of how you appear)


Follow what is relevant to you and your future
More information online at 
Connect with LinkedIn Australia at
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Sue Ellson
telephone +61 3 9888 6480
mobile/cell +61 402 243 271
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