LinkedIn profile, business writing

Is Your LinkedIn Profile Important?

Well, the answer’s yes of course – but you want to know why.

So let me tell you a story…

Meet Jess

Jess has been running her freelance Project Management and Consultancy business for a while – things are going quite well.

Of course, Jess has a LinkedIn account – she’s had it for… well, ages. She updated it when she left her corporate role, making sure she was identifying the right skills and including lots of detail about her experience – well, the bits she could remember anyway. She also talks a bit about herself (even though she hates that kind of thing), her summary says why she makes a good PM, that’s all she needs, isn’t it!?

Sometimes Jess browses her feed. She gets involved in Fred’s conversations about the perils of outsourcing and posts about networking events she attended or books she has read.

But Jess isn’t entirely sure what the point of LinkedIn is.

Sometimes she comments on one of Tara’s contentious posts and immediately wishes she hadn’t, the flurry of notifications keeps disrupting her “actual” work.

Then there are the odd notifications – ‘Joe Smith viewed your profile’. Who is Joe Smith? Why did he view it? Is this a good thing?

What should Jess be getting out of LinkedIn?

So, who actually looks at your LinkedIn profile?

She’s not looking for a job so Jess isn’t interested in recruiters looking for her skills.

When you’re running your own business you want clients or customers to get in touch – but how do you know if you’re reaching the right people?

Joe Smith is a heating engineer… Is he going to hassle Jess about boiler servicing? What’s this all about?

Jess doesn’t know this, but Joe has had an idea – a forum for property owners where he can share tips on energy use and collaborate with some of his network of trades. He has lots of contacts with the same target audience but he hasn’t worked out how to put everything together. A friend of his, a business coach, suggested looking for someone with project management experience. Joe then saw Jess’ post about collaboration when her old colleague Rob commented on it because Joe is a friend of Rob’s and trusts him, a connection with Rob certainly gives Jess extra credit.

It’s not just your network – it’s their network too.

Why are they looking?

Joe was looking for someone to solve a problem he’s having, but last week Pawanjit connected in response to the book review she’d posted – the same taste in books is a good enough reason to connect with someone isn’t it?

Sometimes Jess recognises a name from one of the networking events she barely remembers – does the contact need a Project Manager? Or is there some other reason they’ve decided to check her out? Jess is never sure why people are looking, or what she should do about it.

You probably won’t know exactly why people are looking at your profile, but you can still make sure they like what they find.

What are these people looking for?

Well, this obviously depends on their interests – as we’ve already said – but at a basic level, these people are all looking for potential connections and that most likely means a person they can relate to. Is that what they find looking at Jess’ profile?

  • Jess’ profile picture was taken from her previous corporate job, she’s grimacing slightly – has never liked it, but doesn’t like having her photo taken either. The banner behind her profile photo is the standard blue which means she’s never uploaded it. She did consider an update, but wasn’t sure what to use so left it. The pictures on her profile say nothing about Jess at all.
  • Her headline – Project manager and consultant – it tells people what she does, doesn’t it? Unless they don’t have a project yet, or don’t realise what kind of consultancy she offers.
  • The experience on her profile is corporate so it doesn’t look like she’s interested in small businesses, but actually these are the people Jess would most like to reach out to.
  • The summary is full of buzzwords and corporate speak, the kind of things everyone used in her previous role. But to the small businesses potentially looking for her support now, Jess’ language doesn’t mean anything – except that they’re not sure they could talk to her.

It’s true Jess won’t always know who’s looking at her profile, but what she does need to be sure of is when someone does look, the profile reflects her and what she offers.

Joe Smith is actually one of Jess’s ideal clients, a successful business owner looking to grow and try new things. He has a great network and a growing customer base, he’s considering how to take on more work as well as increasing his scope so that ‘all his eggs aren’t in one basket.’ His conversations with his coach have helped him explore opportunities but he knows he needs more practical help to get things done.

Joe needs Jess’ help – but looking at her profile he’s not sure. He’s going to connect because of her post and the connection with Rob, but he’s not going to get in touch just yet.

People are looking for valuable connections on LinkedIn, for people who have something to offer. Show them why a connection with you would be a good one.

Yes, your LinkedIn profile is important

Because LinkedIn is a space where people are looking for contacts like you. It’s a space where you can show people a little of yourself and use your network to endorse your skills and act as advocates for you.

Think about who is checking out your LinkedIn profile, and make sure they’re seeing the real you. A person they’d like to connect with, that’s the point of LinkedIn after all.

If you don’t feel that your LinkedIn profile is doing you justice, I’ve written a blog with some tips on how to update it The 9 Step Solution for Your Best LinkedIn Profile.

Or contact me if you feel you need more help. Get In Touch