Team and personal brand
How do I optimise my LinkedIn profile before I start posting?
Short answer
Fix the parts a new reader sees first. Use a recent, clear photo of your face, write a headline that says who you help and how, and open the About section with the problem you solve.
Pin one or two useful things in Featured. An hour is enough, so don't let the profile become a reason to delay your first post.
Up to 2x
more profile views for members with a profile photo, LinkedIn says in its help page on building a good profile
Why fix your profile before your first post?
Because a good post sends people straight to it. Someone who likes what you wrote clicks your name to find out who you are, and they quickly decide whether to follow, connect or move on. A profile that answers that question fast turns a passing reader into someone who sees your next post.
Profiles say more than people think. In a 2024 study in the Journal of Occupational and Organizational Psychology, researchers coded 64 cues on the LinkedIn profiles of 406 users, from pictures to listed achievements, and an algorithm using those cues predicted the users' measured narcissism and intelligence better than chance. Specific parts of a profile carry real signal about the person, whether you planned it or not.
Which parts of the profile matter most?
Start with what shows up beside your posts and at the top of your page.
- Photo. A recent, clear picture where your face fills most of the frame. Taken on a phone is fine, as long as it looks like you today. LinkedIn says a good photo adds credibility and helps you stand out.
- Headline. It is the short text displayed under your name to show your expertise. A University of South Carolina careers guide puts the limit at 220 characters, so use it to say who you help and how, rather than just a job title.
- Banner. The wide image behind your photo. Use it to show what you work on, or keep it plain, but avoid a generic stock picture.
- About. Open with the problem you solve and who has it, then a line or two on how you got here. Write it as you would say it to someone at an event.
What else should you set up for readers who arrive from a post?
Two things help a new reader go further. The Featured section lets you show posts you wrote, LinkedIn articles and outside media such as documents and links prominently on your profile, so put one or two useful pieces there. A post that sums up your view or a page explaining what your company does both work, and you can change them as better posts come along.
LinkedIn also changed how its creator tools work. Its help page on creator mode says it removed the switch to turn creator mode on and off in 2024, kept the same sharing tools and analytics, and lets you choose Follow or Connect as the main button on your profile. You no longer need to turn anything on before you post.
Keep the job proportionate. An hour on the profile is plenty, and your personal profile, not the company page, is where the readers will land, so that is the one to fix first.
Follow-up questions
Should my headline name my company or describe what I do?
Describe what you do and for whom, and add the company name if there is room. A stranger reading your post in their feed recognises a problem they have far faster than a brand they have never heard of. Your role and company already appear elsewhere on the profile, in the Experience section.
Do I need a professional headshot?
No. A recent, well lit photo taken on a phone against a plain background does the job, as long as your face is clear and it looks like you today.
Ask a friend to take a few and pick the one where you look relaxed and approachable.
How often should I update my profile once I am posting?
Glance at it every few months, or whenever your focus shifts. Swap the Featured items for your best recent posts, and adjust the headline if the people you want to reach have changed. Small, regular updates beat a big overhaul once a year.
Talk for a few minutes. Post all week.
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