The 7 Mistakes You’re Probably Making on LinkedIn

Before I get to the 7 mistakes (and how to fix them) let me explain why having a good LinkedIn profile is important and why more than 1 million people are joining the service every 2 weeks.

Not only is LinkedIn a great way to network, it’s also increasingly used by recruiters to post vacancies and, more importantly, to search for passive candidates. (“Passive candidates” is recruiter-speak for a person not actively looking for a job).

Indeed, LinkedIn now markets a service for recruiters that allows them to search profiles, store results and contact candidates, all from within an interface that they pay to access. But even recruiters who don’t pay for access, use the system to research candidates.

And the best thing about LinkedIn? It’s free!

If you do have a profile, you might think you’re set, but most of of you are not. Most of you are making simple mistakes on your profile that are negatively impacting your search. So if you have a profile already, use these tips to make it better. if you don’t, use them as a guide to create your first profile.

The 7 Mistakes You’re Probably Making on LinkedIn

1. Not Listing Every Position

Many people just list their one or two most recent positions, but this is a mistake because recruiters will often search for people who have worked at a particular company in the past. If you don’t include that company in your career history, they won’t find you.

Likewise, LinkedIn allows people to search for former colleagues (which it does by looking for employer names). If you don’t list all your employers, you’re missing the chance to reconnect with a lot of people.

Key point: Linkedin’s search rankings depend in part on the number of contacts you have – don’t limit yourself by not making every contact possible (I’ll say more about this a little later).

So my first tip is this: List every position you have held. Also, be sure to list all associations and certifications because recruiters may choose to search by these rather than by employer.

2. Not Writing Job Descriptions for Each Position

It may seem like a drag to write a description for each role, but this is important for 2 reasons:

1. Recruiters want to know what you’ve done and this is where you can describe your successes and accomplishments.

2. The descriptions will naturally contain keywords used by recruiters when searching and therefore may help you to be found.

Tip: Write something about each role you held and focus not on boring descriptions of responsibilities but on actions, impact and results. See my profile for examples of this.

3. Not Completing the ‘Specialties’ Section

The specialties section allows you to list your key skills and knowledge areas. Think about this carefully and include as many keywords as you can because again, it’s all about thinking like a recruiter. If they are looking for someone well-versed in web 2.0 technologies and you don’t have those words anywhere in your profile, they won’t find you.

Tip: It’s a good idea to go through job postings looking for commonly used keywords as these are often the words recruiters will use to search too.

4. Not Editing the Auto Sub-header Provided by LinkedIn

When you enter your current job title, LinkedIn automatically places it right underneath your name on your profile. So mine would read “Louise Fletcher, President of Blue Sky Resumes” if I hadn’t edited it.

Don’t leave this headline as is! Not unless your job title itself is so impressive that people would want to hire you just because of it. (For example, if you’re a joke writer for The Daily Show, that might be all you need to say!) But for the rest of us, our job title isn’t the most compelling thing about us.

When you search within LinkedIn, the results page looks like this:

 

5. Not Building an Extensive Network

The image I posted above shows my search results when logged in to LinkedIn. Notice the little numbers next to each name? That’s how closely connected I am to them. LinkedIn serves up the people who are immediately connected to me first, and then goes on to 2nd degree connections – those people who know someone that I know, and then third-degree connections and so on and so on.

This means that the more connections you have, the more likely it is that recruiters will find you.

There’s long been a debate about whether you should only connect with people you know and can personally vouch for (this is what the company recommends) or whether you should be what is called an ‘open networker’ and connect with anyone who asks.

I’ll probably write more about this at some other time and it mostly depends on your goals for LinkedIn and your own personal philosophy, but if you want to be found in the maximum number of searches, there’s no debate. Open networking is the way to go.

Tip: If your goal is maximum visibility, run a LinkedIn search on the word “LION.” This is short for “Linkedin Open Networker” which means that they are open to contacts with strangers. Connecting with them can increase your visibility enormously because they all have many contacts of their own.

If you decide that open networking is not for you, and that you really do want to limit your connections to people you know, then at least make sure to add as many of them as possible using the various features LinkedIn makes available.

6. Not Creating a Personal URL

When you create a profile, LinkedIn will automatically assign you a profile URL that people can use to access your profile directly. It will usually contain numbers and letters. But you can change this URL so that it contains your name (mine is www.linkedin.com/in/louisefletcher).

This is important not so much for internal LinkedIn results, but for external Internet searches. When a recruiter or potential client researches you, you want them to find compelling and positive information. LinkedIn has enormous weight with the search engines, and so your profile is one of the best ways to ensure you make page 1 of Google for your name.

(If you need proof of this, just google my name. I share a name with a famous actress (yes, she played Nurse Ratchett in One Flew Over the Cuckoo’s Nest and yes I’ve heard all the jokes!) so you would expect that I wouldn’t make page 1 of Google, and yet, at the time of writing, my LinkedIn profile was #7 – that’s the highest result I have despite having a blog, a website, a Twitter profile and writing numerous articles on high traffic web sites).

7. Not Making Your Profile Public

Just the other day I was reviewing a client’s online presence and found a LinkedIn profile with almost no information. “That’s impossible,” he told me, “I filled the whole thing out.” After a little back and forth, we figured out that he had set his profile not to display most information on the Internet. Remember that not all recruiters or clients will be viewing your profile after logging in to LinkedIn. Many will come to it via a Google search. If you set most of your profile to private, it won’t be very impressive.

Tip: To change this, click on the ‘edit profile’ tab and look for ‘Public Profile.’ Click the small ‘edit’ next to the URL and you will arrive at the page where you can choose what to make public. Unless you have a strong reason not to do this, I recommend sharing everything.

In Summary

LinkedIn is increasingly becoming an essential tool for professional and executive-level job seekers. Not only do they advertise vacancies and provide the opportunity to research and network with people in your target companies, but they are increasingly marketing their database to recruiters and this gives you an excellent opportunity to raise your profile and get in front of the right people.

So if you had made any of the mistakes listed above, don’t waste any time in fixing them. (Oh and if you know of more tips and strategies, please feel free to add them in the comments).

 

 

About the Author: Louise Fletcher is President and Co-Founder of Blue Sky Resumes and Managing Editor of Career Hub blog. Prior to starting her resume writing business, she worked as an HR executive in a number of different industries including music, video games, fashion and advertising. Louise has written three books about looking for work, and has been a featured expert for Oprah Winfrey Magazine, The Washington Post and The Ladders among many others. In her spare time she paints, cooks, and drools over Mac products.

 

 

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  • Anonymous

    I was raised that charity doesn’t count if you are caught doing it.  (It’s then downgraded to a good deed, but not a charitable deed.)  For this reason, I have never put my volunteer work on a resume.  Would you consider this a ‘mistake’?

  • http://www.fillthefunnel.com/ Miles Austin

    Louise, Always enjoy reading good advice about how to use LinkedIn. I think you are spot on with your recommendations if your purpose is to find a job or be found by recruiters. I disagree with #2-Not Writing Job Descriptions for Each Position unless I am seeking a new or improved position.  

    My career has been a long and winding road and no one really has an interest in reading my job descriptions from 20 to 30 years ago.  I do agree that it is beneficial to list the companies that you worked for to help connections from those roles.  

    Wouldn’t you agree that LinkedIn’s value and purpose will ebb and flow over a person’s career and vary for each of us at different stages of our career?

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  • Ediab

    Louise, 

    I really enjoyed reading your tips for using LinkedIn. I am a senior PR major and have been updating and professionalizing my social media accounts. LinkedIn has already been a great connection for me as I search for internships and potential job opportunities. Your tip on building an extensive network is so helpful, because I have debated in the past whether it is appropriate to be a “LION” or not. I look forward to reading more about this topic. 
    Emily DiabWriter/Editor, Platform Online Magazine

  • http://tonyratcliffe.com A.E. (Tony) Ratcliffe

    Hi Louise, I enjoyed your post. What are your thoughts on showing post-nominals after your name in the profile, either limited or in full, or avoiding them? I’ve tried all three approaches and have not settled on my comfort yet. Thanks.

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