1. Recruiters – build an effective LinkedIn profile
Fri, 1 Feb 2013 | By Adam Gordon
Having spent some time recently looking to source a top-quality recruitment professional to be our
new client development manager in London, it’s occurred to me there exists a serious variance in
the quality of recruiters’ profiles on LinkedIn.
Here are some of the real top tips for using the system you may all feel you know like the back of
your hand. LinkedIn is all about relationships and the following will help you use the site for much
better impact.
The Essentials
In April/May 2012, I asked LinkedIn members, “Do you accept LinkedIn invitations from people you
don’t know offline?”
o Only 6% said ‘no’
o 18% said ‘yes, all of them’
o The vast majority, 76%, said ‘yes but selectively’
When asked to explain the criteria they use when connecting selectively, some responses said they
decide whether or not the inviter is going to be useful to them. Others said they decide based on
proximity – proximity in terms of geography but also in terms of professional interests.
Separately, I asked 100 ‘decision makers’ (HRDs, marketing directors, finance directors and similar)
about their LinkedIn habits.
o 2/3 said they have used LinkedIn to research a prospective supplier
o 1/3 said they have used LinkedIn to search for a prospective supplier
Therefore, you must ensure that 1) your LinkedIn profile is compelling and 2) that you are easily
found when someone’s searching for you.

2. Your LinkedIn Profile
You need to add an authentic picture of yourself. If I’m searching for an expert and I find you and
one of your competitors and they have a picture while you don’t, human nature will take me to their
profile first.
Your professional headline should be descriptive. If I’m searching for an expert and generate a list of
people, I’m less likely to go to the person who’s headline says ‘Consultant at XYZ plc’ than the person
who’s headline says ‘Marketing Recruitment Consultant at XYZ plc specialising in digital marketing
roles’ for example.
When people search on LinkedIn, they tend to search on job titles. Make sure you’ve included plenty
of relevant keywords in your job titles. If you recruit auditors, make sure you include audit and
assurance (meaning the same thing) in your job titles.
Ensure your summary is descriptive. I recently overlooked a friend when someone was looking for an
expert in a particular field because that friend’s headline was written in jargon and acronyms and all
I really knew was, he works in IT.
Make sure you create an interactive profile rather than a static web page. Do this by installing the
LinkedIn applications like SlideShare and TripIt. The more people can interact with your profile, the
more engaged they feel with you and the more likely they are to make contact.
Enhancing your network
When you connect with new people, don’t do it randomly. Select potential new connections who
you may be of use to.
Don’t use the default “I’d like to add you on LinkedIn” message. That’s lazy. Make sure you give
reasons as to why you may be of use to each other.
Don’t select ‘friend’ or ‘we’ve done business together’ to categorise why you want to make contact
if you don’t know that other person. That will irritate people.
Adam Gordon is founder and director of Social Media Search and WinningWork, Norman Broadbent
plc services. Social Media Search is a candidate-generation business supporting in-house talent
acquisition teams and WinningWork is a LinkedIn marketing service for marketing and sales teams.