22 Jul 2016

Build Your Personal Brand on LinkedIn

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Focus on LinkedIn to build your personal brand on LinkedInI believe in the power of LinkedIn. Using LinkedIn as a professional branding tool, you can effectively generate leads, obtains business and attract managers looking to fill positions. Why? Because if you don’t establish your brand, others will establish it for you – and that may be inaccurate or even negative. To accomplish this, you must build your personal brand on LinkedIn.

In order to help people take full advantage of LinkedIn, I’ve written and published a bestselling book called Focus on LinkedIn which is available on Amazon in Kindle, paperback and audiobook formats.

LinkedIn was created specifically for people to promote themselves, or, in other words, to bolster their personal brand. Everything from the profile photo to the summary all the way to recommendations and endorsements exist to help individuals promote their expertise and skills.

Throughout this web site and in my books, you’ll find plenty of material about how to set up your profile and use LinkedIn to your advantage, so there’s no need to go over that material again here.

The most important thing to remember about LinkedIn is the site is a social network for professionals to communicate to each other.  When you build your personal brand on LinkedIn, your profile attracts others, causing them to connect and message you.

Your Page is Part of a Network

LinkedIn is part of the web, meaning your profile is one page in a vast network of hundreds of billions (or even trillions) of other pages. These pages reference each other (this is called linking) and that’s part of the power of LinkedIn. Your profile page gets indexed by the search engines, including Google and Bing. Additionally, blogs, websites and other pages can link to your profile as well. These are all ways for people to find you, so the more links (or pathways) you create to your profile page, the more likely it is you will be found.

Build Your Personal Brand on LinkedIn to Network Effectively

If you want to rank high in the engines, and if you want to be noticed on LinkedIn, you need to be making changes and postings on a regular basis. There are several types of changes you can make.

  • Since presumably changes occur throughout your life, you should be modifying your profile to reflect anything new that’s happened. Add any awards, certifications, classes and so on as they occur. Sometimes you may want to remove things that are no longer pertinent, and you may change the wording of your summary and experiences now and then. I make a point to review my profile monthly and make changes as needed.
  • Using the Share an Update function to add links to articles you’ve read that may be of interest to your followers and connections. Be sure to share them to the Public so anyone can see them. I tend to read an article or two every day, and when I’ve finished reading I share them on LinkedIn.
  • Also, share your own blog entries.
  • Use the Write an Article function to post articles directly to LinkedIn. This allows you to host a blog directly on LinkedIn, which means it is indexed into the LinkedIn search engine.
  • Give and ask for recommendations and endorsements.
  • Add media such as short videos, presentations and documents.
  • Always check your contact information occasionally to make sure it is completely up-to-date.

If you do not regularly make changes to your LinkedIn profile, share updates and so forth, you will find it difficult to attract clients and employers. Changes are broadcast to all of your connections if you have Notify your Network turned on.


LinkedIn is an essential part of your personal branding. LinkedIn is the first place most clients and employers will look for information about you. If your profile looks bad – with misspellings, grammar errors, inaccuracies – you look bad. Not keeping your profile up-to-date, or not having one at all, sends a message about you – and not a good one.

Spend the time and money to ensure your LinkedIn profile is as good as you can make it.

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