LinkedIn is a powerful tool for networking, job hunting, and researching career paths. It is also invaluable for journalists looking to establish their professional presence, share work, connect with peers, learn new skills, and discover fresh sources.
With over one billion members, 67 million companies, and 139,000 educational institutions listed, LinkedIn is the world’s largest professional network. However, are you truly making the most of your profile?
This guide outlines key steps to optimising your LinkedIn presence. While it is often part of training sessions for students, professionals at all career stages can benefit from a profile refresh. Regular updates are essential, as an outdated profile can leave a poor impression.
Essential Profile Enhancements
1. Use a Professional Headshot
Choose a clear, professional headshot where you are looking directly at the camera. As LinkedIn thumbnails are small, ensure your face is prominent. Avoid casual photos, such as holiday snaps or cropped images from social gatherings.
2. Customise Your LinkedIn URL
Optimise your LinkedIn URL to make it more professional and SEO-friendly. This URL should be included on your CV and other professional materials.
3. Add a Personalised Header Image
Replace the default LinkedIn header with a relevant image. For photographers or reporters, an action shot or work-related graphic can enhance credibility. Tools like Canva can help create a polished design.
4. Update Your Contact Information
Include links to your website, portfolio, and other relevant platforms such as X (formerly Twitter). While adding a phone number is optional for privacy reasons, an accessible email address is essential.
5. Craft an Aspirational Headline
Instead of simply listing your job title, use the headline section to describe your role, expertise, or aspirations. This brief statement should capture your professional identity.
6. Write a Compelling ‘About’ Section
Ensure your summary aligns with your portfolio. A strong format for early-career journalists includes:
- What you do now
- Your background and career journey
- Your future aspirations
7. Utilise the ‘Featured’ Section
Showcase 3-5 standout pieces of work, including published articles, multimedia content, or your CV.
8. Enhance Your Employment History
Rather than listing job duties, focus on accomplishments and impact. Use statistics where possible—such as article counts, audience growth percentages, or project budgets managed.
9. Include Media in Work Experience
Enhance job descriptions with relevant media, showcasing different aspects of your work. Avoid duplicating items already featured in the ‘Featured’ section.
10. Detail Your Educational Background
Highlight relevant coursework, certifications, and professional development. While journalism degrees are common, specific subject knowledge and additional training can differentiate you.
11. List Key Skills
Include relevant skills, from industry-specific competencies to language proficiencies. Strong language skills, in particular, can be a competitive advantage.
12. Highlight Awards and Scholarships
Recognition from industry bodies or institutions can reinforce your credibility and professional standing.
13. Maintain Consistency in Writing Style
Use either first-person or third-person voice consistently throughout your profile. While first-person feels more personal, third-person can help maintain a professional tone without excessive self-referencing.
14. Engage with Regular Posts
Actively share content, whether it is your own work or industry insights. Supporting colleagues and highlighting key trends can increase visibility.
15. Request Recommendations
Collect endorsements from past employers, colleagues, and mentors. These testimonials add authenticity and can serve as a reminder of your professional strengths.
Beyond the Profile: Strengthening Your LinkedIn Presence
To maximise LinkedIn’s potential, consider these additional strategies:
- Personalised Networking: Send customised connection requests explaining why you wish to connect.
- Acknowledge Invitations: Respond to connection requests, particularly those with personalised messages.
- Use Hashtags Strategically: Expand your post reach by incorporating relevant hashtags.
- Join Industry Groups: Engage with groups and follow key organisations for networking and job opportunities.
- Leverage Video Content: With LinkedIn increasingly prioritising video, explore how to integrate it into status updates and posts.
Additionally, LinkedIn offers specialised resources for journalists, including a dedicated group and online training. Successful applicants may gain a year of LinkedIn Premium access—an opportunity worth exploring, particularly for those with professional bylines.
Recommended LinkedIn Newsletters
For further insights, consider subscribing to:
- “Get Hired” – A weekly newsletter by Andrew Seaman, LinkedIn’s Editor at Large for jobs and career development.
- Muck Rack Weekly – Curated by Gregory Galant, CEO of Muck Rack & the Shorty Awards, offering updates on journalism and PR trends.
This article was originally published on 15 March 2018 and has been updated with new insights and recommendations.