What impressed you about LinkedIn

Personal branding on LinkedIn: Becoming visible in the network

In addition to Xing, LinkedIn is also becoming increasingly important in Germany. When choosing an (online) business network for your personal branding, the most important thing is where your customers, employers, cooperation partners or potential employees can be found.

Since you can be very visible on LinkedIn through your content, it actually lends itself to many people. Especially if you are an entrepreneur, self-employed person, coach, trainer or consultant. You can become visible through your content and presence on LinkedIn without falling directly into the house of your customers. To get started, you first need a good LinkedIn profile. In this article, I'll explain how you can create a really good profile.

A couple of numbers

In the past few years, LinkedIn has seen impressive growth - the business network in the DACH region can count around 16 million members. The competitor Xing from Hamburg has 18 million users.

What is impressive about LinkedIn: The network has managed to invite its users to interact with a feed that invites people to share, post and comment. So it remains to be seen how the market for online business networks will develop - and who might have a nose for it in three years' time.

A word in advance: key terms on LinkedIn

Before starting to create a profile, I would like to say a few more sentences about the so-called key terms. Similar to Google, the LinkedIn algorithm "needs" information from your profile and your behavior in order to be able to suggest topics, people, companies, content etc. to you. And vice versa, of course: the better LinkedIn can assess for whom your profile might be suitable, the better for you!

So this algorithm needs key terms or keywords in English, which should be included in your profile. Keywords are terms such as "project management", "agile project management" etc., that is, keywords that someone would use to search for a new employee or a consultant.

Basic or Premium Essential?

In addition to the basic profile, you can also book Premium or Premium Essential on LinkedIn. As a rule, you can do without these. I recommend this especially if you want to get ahead with networking at full speed and quickly!

Since a few of the functions of Premium Essential are very practical, here's the guide to subscription:

  • If you are logged in to LinkedIn, click on the "Reactivate Premium" button in the upper right corner, then you can choose the cheaper solution. Here the price is 10 euros per month.
  • With this subscription you can see who has viewed your profile. If you are looking for a job, a very good function!

You don't necessarily need a premium profile to advance your personal branding on LinkedIn. However, you should not be under any illusions that this task takes time and commitment and will not succeed overnight.

Important for personal branding: Create a LinkedIn profile

Filling out the profile is then very easy. With LinkedIn you also have the option of filling out the profile in several languages. Here LinkedIn offers the function of creating the profile in a different language for each individual section. Here you select the language you want, LinkedIn transfers the data from your German profile and shows which fields you have to fill in again.

Create a profile in a foreign language on LinkedIn

To create a new language on LinkedIn, go to the area on the top right of your profile and click on the small globe:

LinkedIn: Create a profile in other languages. Image: Ute Blindert

Another language can now be added by clicking on "+ Add profile in another language". So if you speak Farsi as their mother tongue, you can set up your profile in Farsi in addition to German or English.

LinkedIn language selection

LinkedIn compares the respective languages ​​of the profiles with one another. Anyone who comes into contact with someone whose main profile is in English will see that person's own profile in the corresponding language.

  • My advice: If you speak several languages, you should also create your own profile in the other languages ​​- if these are also used at work.

LinkedIn and its features

With LinkedIn you should - as with XING or in other profiles - give some thought to the meaning of the various images. LinkedIn shows the profile picture in different sizes:

  • 30 x 30 pixels in the keyword search
  • 60 x 60 pixels in the news stream and in the people search
  • 200 x 200 pixels in the profile itself

One advantage of LinkedIn is that each information in the profile can be edited individually. You simply go to edit profile and you can then change text elements by clicking on the small, blue pencil.

An important element for your personal branding: the profile slogan

You can insert your slogan in your personal area, in which you appear prominently with your picture. If you omit the slogan here, LinkedIn will simply use the position of your current work experience.

The slogan is particularly important for your personal branding, because it appears wherever you work on LinkedIn - regardless of whether you like a post, write a comment or create a networking request.

Also, keep in mind that this tagline will not always appear in full. So make sure that you hit the core of your "brand" in the first 20 to 40 characters, as I show in this example here:

LinkedIn profile slogan - this is where you can see the importance of a good slogan!

>> Reading tip:My 3 hacks for a really good header on LinkedIn

Fill in the "Info" field correctly

On LinkedIn, analogous to “I'm looking for” and “I'm offering”, on Xing there is the summary info. This is a free text field in which goals, experiences and motivation are described. Here, too, it depends on the keywords. These ensure that the profile is found and called up.

  • Tip: A Google analysis with the GoogleAdWords Keyword Planner helps you find keywords that best describe you and that your dream employers are also looking for

Look again in the picture below (in the profile area "In focus") how little text is displayed at first glance. Therefore, I always recommend my customers to include a direct call to action here. It can be very direct, like above for me (directly with the address of my website). Or a little more indirectly, by writing an important (professional) fact about yourself in the first two lines.

New profile area: In focus

For a few months there has been a new profile area under the info field: "In focus". I find a wonderful innovation, especially for people who also want to sell on LinkedIn.

  • Use as a flyer: I always use this area like a flyer, but I can update it all the time. You can include images with text, links, posts or articles that you have published on LinkedIn.

  • Update regularly in focus: What exactly you choose has to do with what you want to draw attention to. If, for example, an event is pending, then show the event first and all other elements only afterwards - namely only the first two and a half elements are displayed on the desktop, in the app only 1.5.

The various elements can be moved around without any problems, so that you can really easily use this function for your marketing.

work experience

The layout of the professional stations (professional experience) is reminiscent of the classic American curriculum vitae. LinkedIn makes it easy for you and asks for the relevant information bit by bit. This includes: name of the company, title (job title), location, period, description (Please work with keywords again here. Use terms that someone would search for).

At LinkedIn, you can work with a portfolio for every single professional or practical experience. This is then assigned to the respective station.

The individual stations of the professional experience can be moved up or down as desired, just as it seems logical. There is also the option of creating projects to which other LinkedIn members can be added. They can then choose in their profiles whether they want to display the projects there. A recruiter who becomes aware of one of the members can also look at other profiles and, if necessary, address other candidates.

  • Tip: If no one has confirmed your knowledge and skills, just ask people around you if they can do that. In return, you can then confirm their knowledge.

Recommended profiles appear far more often in search results and suggestions from LinkedIn members than those of less active members. So ask for recommendations right from the start.

Settings on LinkedIn

LinkedIn offers many options for individual setting of the profile. Under Data Protection & Settings, for example, you can define what people see whose profile you have visited. You can even determine who is allowed to see the photo: only direct contacts, your network or everyone.

Settings & data protection on LinkedIn

Numerous fine adjustments can also be made in the field of communication. So you can determine

  • how often you want to receive messages,
  • whether you would like to receive push messages * (push message: direct message on a mobile device),
  • what kind of messages you want to receive,
  • who can send you invitations,
  • which messages you would like to receive from LinkedIn.

>> Tip: So take some time to calmly decide which settings you want to make.

Settings for data protection on LinkedIn

Possible decision criteria:

  • Those who are actively looking for a job should be easier to find. Because it plays a big role whether, for example, headhunters notice you.
  • You are happy with your workload, but you are not averse to offers from other companies: Then you should keep your profile more closed and contact yourself if something seems interesting to you.

So many valuable tips - but you can't really put it into practice? Then maybe the LinkedIn online course is for you: work on your LinkedIn presence when, where and how you want.

Link tips:

Image: Marie Maerz / photocase.de