How to Align Your LinkedIn Profile with Your Brand (the concise version for busy people)

Personal branding seems to have become a buzzword and hot topic in every corner of professional and career development. It’s mentioned, cited, and invoked in every career-related book, article, site, blog, and resource out there. Lately, it’s somehow become more than just a logo, profile, or professional headshot; it’sthe essence of who you are, what you stand for, and how you present yourself to the world. LinkedIn takes centre stage in the discourse, and if we had a dollar or took a drink every time we spotted a personal brand on the site, I’d be drinking very good wine. It’s not just a digital resume, according to them. It’s your professional story, and aligning it with your personal brand is paramount. Here’s what I’ve managed to learn about where and how the two meet, and what you can do to promote yourself.

1. Start by Defining Your Brand

Don’t worry. We also had a hard time understanding what this meant, much less trying to achieve it. Start by reflecting on your values, strengths, passions, and the unique qualities that set you apart. What do you want to be known for in your professional circles?

2. Optimize Your Headline and Photo

You should sound credible, professional, and trustworthy in your LinkedIn headline. Briefly outline your expertise, specialisation, and what you bring. Instead of a generic job title, create a headline that summarises your brand and the value you offer. The photo should back this up, look professional, clear, and devoid of sunglasses, and be sure to crop out your messy desk or beverages at front and centre.

3. Craft a Compelling Summary

In other words, sell yourself. Tell your professional story. Try to be brief, impactful, and engaging. It’s a good place to write about your journey, aspirations, and expertise defining your brand. Share relevant experiences, accomplishments, and values that back up your story.

4. Showcase Your Experience

Highlight the roles, projects, and accomplishments that align with your brand. Use keywords that reflect your expertise, and quantify whenever possible with evidence of your capabilities.

5. Leverage Recommendations and Endorsements

Endorsements and recommendations from colleagues, supervisors, and clients add a layer of credibility, so reach out to anyone who can vouch for your skills and work ethic and kindly request them to write a recommendation for you. Skill endorsements for key skills are also useful.

6. Curate Your Content

Sharing content on LinkedIn is an effective way to show that you know your stuff, can write about it, or at least know how to post content. Share articles, insights, and updates that reflect your brand and profession. Curating and creating content that resonates with your brand can help to position you as a thought leader (a buzzword that is tiring me even more than personal brand. More on this in another piece in progress.)

7. Be Authentic

Like, reshare and comment on posts, articles, and discussions that align with your brand and interests. Leave thoughtful comments and connect with professionals in your field.

9. Be Consistent

Don’t veer off-topic (or worse) off-brand. This creates a cohesive and memorable impression of your brand, and your profile’s overarching theme.

10. Update Your Profile

Update your profile with new accomplishments, skills, and experiences. This keeps your brand relevant and shows that you continuously grow and evolve in your field. Your LinkedIn profile is your online CV, and a digital representation of your brand. Updating it with new content at least monthly also helps to attract engagement.

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