The Roster blog image Personal Branding. A tightrope walker on a rope leading to a launching rocket.

Written by Steve Lomas | Founder CEO | The Roster

Personal Branding | Layoff to LAUNCH An Inbetweener's Playbook

Series Overview

Layoff to Launch is a blog series, comprised of six articles:

For The Record

Before we dive into personal branding, let me share my career journey: a blend of entrepreneurial ventures and traditional roles, all punctuated by the occasional (and unwanted) layoffs. So, trust me when I say, "I get it." I loathe job hunting and the approval-seeking associated with it, which partially drove me towards serial entrepreneurship. In that context, any advice I offer here carries the weight of personal experience.

Personal Branding: Marketing Yourself, the Product

As a job seeker, welcome to the marketing world — and surprise, you're both the marketer and the product! Personal branding is your chance to stand out in a crowded marketplace. Be real and embrace your uniqueness; after all, there's only one you. Your presentation counts, so highlight your strengths, opportunities, and quirks. Remember, professional doesn't mean dull. A touch of humor can be a great ice-breaker and helps build rapport with decision-makers.

Personal branding is more than just self-promotion; it's about showcasing your skills, leadership, and credibility. Think of it as highlighting your unique value proposition – what makes you the perfect fit for that dream job? In my work at The Roster, a creative staffing agency that connects talented individuals with freelance projects, I've seen firsthand how crafting a compelling online presence can make a world of difference. And where better to start than with your LinkedIn profile?

This balance of this post combines my insights on the subject with a curated selection* of community-vetted tips from a few of my favorite sources to help you shape a LinkedIn profile that rocks!

LinkedIn Profile Optimization Strategies

Disable LinkedIn Notifications

Before delving into optimizing your LinkedIn profile, disable notifications to your network to avoid unnecessary activity alerts. This gives you control over when to share updates.

Here’s how:

Click on your profile photo, then select "Settings."
Choose "Visibility."
Under "Visibility of your LinkedIn activity," select "Share profile updates with your network."
Switch the toggle to "Off" to keep your edits private or to "On" to share them.

Objective

Focus your LinkedIn profile to consistently align with the specific role or opportunity you are targeting.

Custom URL

Take advantage of this feature: Craft a simple, memorable URL for easy sharing.

Profile Header

Personal Title: This is your professional tagline. Market yourself concisely, incorporating relevant keywords that recruiters crave.
Contact Information: Make it easy for them to reach you. Add your phone number and a calendar link for effortless scheduling.
Profile Picture: Professional, friendly, well-lit, and neutral background – think approachable headshot, not vacation selfie. Check out Laura Fenwick's “Take Your Best Shot” tips for DIY perfection.
Background Image: Reflect your professional identity or core services. Show off your creativity, but keep it professional.
Open to Work Feature: Don't be shy! Use this feature to let your network know you're actively seeking opportunities. You never know who might have the perfect lead.

Featured Section

The Featured Section is crucial for enhancing your story and offers six content options:

Add a post: Pin a significant post to prevent it from disappearing.
Add a newsletter: Utilize LinkedIn's tools to create and feature your own newsletter.
Add an article: Showcase your LinkedIn articles.
Add a link: Feature a link to a website, YouTube, or Vimeo video. You can add a title, description, and a thumbnail. Thumbnails for Vimeo and YouTube are automatically generated, while you can upload one for other sites.

Tip: Consider adding a video résumé, especially for roles like strategists, analysts, and sales executives. At The Roster, we've seen great results with this approach. Set up a camera and discuss your expertise and insights, similar to a podcast interview. This can be a compelling way to showcase your industry knowledge, passion, and objectives, making your LinkedIn profile stand out.
Add media: Upload various media formats like JPGs, PNGs, non-animated GIFs, PowerPoint presentations, Microsoft Word documents, and Adobe PDFs.
Add content from your profile: With a premium account, you can highlight important profile details like experience, certifications, recommendations, and completed courses.

About Section

Hook 'em fast! Start with questions that resonate with your target audience, sparking their curiosity.
Clearly explain how you (or your company) address those queries, showcasing your value.
Keep it concise and compelling. End with a call to action – your email, phone number, calendar link – making it easy for them to connect.

Experience Section

Treat this section as a marketing tool, not just a resume. Summarize your career and critical successes with robust, active language. List past experiences with roles and years, but save detailed descriptions and work samples for the interview. Instead, maintain focus on your current goals.

Education Section

This one's a no-brainer: honesty is the best policy. Don't embellish or exaggerate your educational background. It's unethical and can backfire spectacularly.

Volunteering Section

List your volunteer experience here. Employers (and clients) appreciate community-minded professionals. Again, honesty is key.

Recommendations Sections

Credibility boosters, especially for freelancers and solopreneurs. Aim for numerous, relevant recommendations, updated regularly. Proactively seek them from colleagues and connections – subtlety is key. Avoid sounding pushy.

Skills Section

Focus on industry-relevant skills and seek endorsements to add weight. Remember, quality over quantity.

Other Thoughts

Privacy Settings: Adjust to ensure desired visibility to recruiters and connections.
Resume Consistency: Ensure your LinkedIn profile details are in sync with your resume.
Achievements: Highlight accomplishments in bullet points, showcasing your impact and skills.
Connections: Build smart connections relevant to your desired industry or company.
Be an Active User: Regularly share articles, write posts, and engage in discussions to expand your network.
Proofread: Review your LinkedIn profile often and objectively. (Note to self: While preparing this article, I found a broken link below the fold on my profile page.)

By integrating these strategies, your LinkedIn profile will be a powerful tool in positioning you effectively for your next career opportunity, whatever it may be.