There are countless articles on the web on how make your LinkedIn profile stand out and optimize for better visibility. It is easy to find tips on all aspects of your profile from the perfect headshot to advice on how to respond to InMail messages.

However, with all the information available, very often experienced professionals find it hard to use the platform to their advantage and position themselves as leaders in their field.

LinkedIn is utilized by executive search professionals to identify and approach “passive candidates” for opportunities that are not advertised anywhere. In order for you to be on their radar, you need to ensure that your profile is “discoverable”.

Below, you’ll find my top six LinkedIn tips to help you articulate your story and position yourself as an ideal candidate.

STRATEGY 1: Sell Yourself in the “About” summary

The “About” section in your profile is your opportunity to sell yourself to potential employers and recruiters.

In a short amount of space and without too many words, you are showcasing who you are and what value you bring to your next employer.

Think of it as a space where you can pitch yourself to prospective “buyers”. The product is you.

• Use the first-person: It’s perfectly fine to say “I” – you are introducing yourself. You don’t introduce yourself in the third person when you meet new people. So don’t do that on LinkedIn either. Referring to yourself in the third person (e.g., “Jonathan is a talented and experienced [X]” sounds really awkward and does not make a good first impression.
• Avoid buzzwords & cliches at all cost: Using overused buzzwords such as strategic, creative, passionate, experienced, focused, enthusiastic is not going to get you noticed. Instead, give specific examples of how you will benefit your next employer or your potential client. Quantify everything and back up everything you say with solid evidence (data).
• Make it relevant to the reader (your target audience) so that they understand why it makes sense to reach out to you and seek your expertise/hire you.
• Include your contact details so that recruiters and hiring managers can contact you instantly.

STRATEGY 2: Give Plenty of Context

As an executive recruiter, I’m interested in getting a full picture of your personality and character. I want to hear the “story of You” which explains how you got where you are today. On LinkedIn you have the space to go into detail and give recruiters your full career narrative.

Unlike your CV, which needs to be tailored and laser sharp to the role you are applying for, LinkedIn gives you the opportunity to tell your story and showcase your expertise. Craft an elevator pitch about the size, product/service, and ultimate fate of the businesses you’ve worked for in the past – go into the detail – give context. Don’t assume that we’ve heard of the company before.

Don’t forget to mention your first couple of roles and companies as well. I want to know where it all began and where you started from and how you progressed in your career. Your first chapter in your professional life is just as important and relevant as the current or most recent one.

STRATEGY 3: Become a Thought Leader & Create Original Content

You should use LinkedIn as a billboard where you can showcase your expertise and knowledge. Having an “All Star” profile is just the first step. You actually need to be active on the platform.

Post updates about your achievements and share (or re-share) insights related to your industry to build your credibility.

Your tips, insights, or ideas can be presented in the form of a blog post, article or video content. You can post through LinkedIn’s on Publish feature, or create and share a blog post from your own site or Medium.

Don’t miss out on the massive promotion/advertising opportunity LinkedIn provides.

STRATEGY 4: Get Involved with LinkedIn Professional Groups

Identify professional groups in your field and get involved. This will help expand your network, show your expertise (when you engage in online conversations and answer questions), and connect you to the organizations you want to work for in the future.

Actively participating in these threads or (even better) creating your own post within a group related to your industry or specialism can help you communicate with others who might be interested in your thoughts and ultimately build more connections or followers.

STRATEGY 5: Focus on Achievements NOT Your Job Responsibilities

Today, particularly at senior level, employers hire to specific business goal, not just fill a job. Candidates are hired to address particular problem projects and mandates. You need to give headhunters a good understanding of what you’ve done in the past (what issues you’ve solved). Don’t leave us guessing. A list of your duties and responsibilities will not cut it.

My best advice would be to put yourself in the shoes of a recruiter or search professional reading your profile. This is your opportunity to build an exciting case for your potential candidacy. You need to convince us that you have the skill set that will solve our client’s business challenges.

STRATEGY 6: Build Your Credibility with “Recommendations”

Having a few thoughtful, genuine and well-written recommendations on your profile can help you differentiate yourself from the competition.

Endorsements are great but recommendations are much better because they require more than just the click of a button. They show that you have a network of trusted contacts who were willing to praise you for your skills and expertise. The most powerful recommendations are ones written by genuinely enthused individuals whose expectations you exceeded.

Tell Your Story

Don’t just “fill out” your profile but present your whole story. Give us (search professionals) a snapshot of the leader we want to engage and have a conversation with.

Remember, your aim with your profile is to get noticed and get discovered. You are putting all this work into your profile to get that call. And when you receive an invitation for a call with a headhunter, make sure that you are fully prepared for it. The initial call is your first opportunity to pitch your unique value proposition. It gives us insight way beyond the LinkedIn page and helps us to build your career narrative.