How to build a strong LinkedIn profile

LinkedIn is a popular professional networking platform with over 1 billion members across more than 200 countries. It has changed the way people advance their careers online. 

Over 85% of recruiters use LinkedIn regularly and at any given time, the platform has over 20 million job listings with 6 people getting hired every minute. 

In today's competitive market, your LinkedIn profile is more than just an online resume - it's your personal brand. It offers potential employers a concise and detailed overview of your career. Whether you're looking for your first job or your next job, recruiters are likely to search your name online before inviting you to an interview.  

A strong LinkedIn profile doesn't mean you have to have years of experience, it means knowing how to present your skills, achievements, and potential in a clear and professional way. With the right photo, headline, summary, and experience section, you can turn your profile into a powerful tool that attracts opportunities instead of chasing them. 

In this blog, we will explain the practical steps for building a LinkedIn profile that stands out and tips on how to connect strategically and stay active on the platform.

1. Choose a professional profile photo 

Your photo serves as a first impression and a strong profile picture will increase the likelihood of your profile being viewed. Ensure that your photo:  

• Has been taken recently.  

• Is professional and reflects how you look daily at work. 

• Has a clean, simple background. 

• Features you smiling (as you will look more approachable). 

• Is of a high-resolution (less than 8MB), and your face should fill about 60% of the space.

Avoid using selfies or casual photos. It is better that someone takes your photo. Learn more tips for taking a professional LinkedIn profile photo. 

2. Write a strong headline

The headline is your personal branding statement that reflects what you do, and it will have a major impact on whether recruiters contact you. A strong headline states your current role, your strengths, what value you can bring, achievements and/or career goals.  

Here are some examples: 

• Business Manager | Operational Strategy | Over 10 years in FinTech   

• Data Analyst | Machine Learning Expert | Improved forecast accuracy by 30% 

• Senior Marketing Manager | Brand and Communications Expert | Increased website traffic by 200% | Passionate about AI advancements 

• Cyber Security Engineer | Specialising in Ethical Hacking and Penetration Testing | Worked at Amazon and Google

Learn more tips on writing a strong LinkedIn headline and see more headline examples. 

3. Visually set the tone with a background photo

The background photo appears as a banner across the top of your profile (behind your profile picture) and it is a branding opportunity, revealing more about your professional career and personality. Ensure your background image does not distract from your face but acts as a visual support. 

To add a background photo, click on the pencil icon. You can choose some pre-installed options by LinkedIn or source one of your own from sites such as Unsplash or Pixabay. If you're a data analyst, you may choose a background featuring a dashboard or if you're working in tourism and hospitality, you could use an image of a hotel.  

Discover more background photo ideas. 

4. Craft a simple but engaging ‘About' section

Also known as a professional summary or an elevator pitch, the ‘About’ section summarises your professional background, skills, passions and how you add value. It tells your unique career story, so it needs to be authentic and reflects your personality. Do not just copy and paste summaries from Generative AI tools or use generic words.

Although the ‘About’ section has a 2,000-character limit (around 300 to 500 words), try to be as clear and concise as possible. Give information about who you are, what you're doing, who you want to help and who you aspire to be. Highlight your experience, achievements, key skills and career goals.  

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A modern ‘About’ section on LinkedIn should have:

- Short paragraphs (easy to scan)

- Clear value statement at the start

- Popular keywords so that your profile appears in relevant search results

- Shows impact, not just responsibilities

Here's an example for a Finance Manager:

About

I am a Finance Manager who enjoys turning numbers into insights that help businesses make smarter decisions.  

With over 10 years' experience in financial planning, budgeting, reporting, and business performance analysis, I work closely with teams across the organisation to understand performance, identify opportunities and drive business growth. 

I help organisations understand not just what the numbers say - but what to do next. 

What I focus on:
• Financial planning and analysis  
• Budgeting and forecasting 
• Financial modelling and scenario planning 
• Process improvement and financial controls 
• Turning complex financial data into clear insights 

Impact I’ve delivered:
• Improved forecasting accuracy and financial visibility for executive teams 
• Built financial models to support investment and expansion decisions 
• Streamlined reporting processes to save time and improve accuracy 
• Partnered with department leaders to manage costs and increase profitability 

Looking ahead, I'm keen to continue growing as a finance leader with the long-term goal of progressing into senior finance leadership roles such as Director of Finance or CFO. 

5. Highlight your experiences

The Experience section best reflects your resume. Fill in your job title, company, location, dates of employment, responsibilities and achievements for each role. Include keywords to help improve your profile's searchability.

If you're a recent graduate, focus on the skills you developed and achievements from your studies.

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You can attach media such as links to articles, videos, images, documents, and presentations. This feature helps creative professionals like copywriters and graphic designers to display their work, giving credibility to their profile.

6. List your Education

In this section, list your formal education. For each entry, include your school's name, degree, field of study, start and end date, societies, description of your coursework, and add any relevant skills and media assets.

7. List your licenses and certifications

In this section, add your professional credentials including the name of the course, organisation and year. Including your certifications shows recruiters you are open to learning new things and developing your career.

8. Add key skills

Under Skills, you can highlight your strengths and capabilities. List a range of technical skills such as coding or project management and soft (transferable) skills such as communication and teamwork. Ensure that the skills you list are aligned with the types of jobs you're applying for. 

You can also ask people from your network to endorse your skills which can add credibility, increase your search visibility and lead to opportunities. Learn more about how to get and give endorsements.

9. Additional sections

Under your headline, there is a button labelled ‘Add section.’ You will find a list of sections you can add to your profile (and enhance your visibility) such as volunteer experience, languages and awards.

10. Request recommendations 

Recommendations are personal testimonies from your connections who can attest to your skills, achievements and character and can elevate your profile's credibility. Request from people who know you well. Try to get a recommendation per listed role in your LinkedIn profile. Learn how to request a recommendation. 

11. Turn your profile to public

By making your profile public, people (including recruiters) can easily find you. To do this:  

• Go to your LinkedIn profile  

• Click the pen on ‘Public profile & URL’ (top right-hand corner) 

• Scroll to ‘Edit visibility’ (right-hand column) 

• Set your profile’s public visibility to ‘On’. 

12. Change your status

Under your headline, there is a button labelled ‘Open to.’ Click on it and you will find a list of options including ‘Finding a new job', ‘Finding new internal roles’ or ‘Providing services’. Choose the relevant option to enhance your visibility on the platform.

13.Make regular updates

Your LinkedIn profile is dynamic. Always update it with any new information, projects completed, work samples or milestones you've achieved. 

Start connecting strategically

• Expand your network

Now that you've completed your profile, you can start building your network. First, request to connect with people you know. Second, connect with like-minded people who can potentially help you fulfil your career goals. Be cautious that your network does not get too big because that can affect the purpose of your profile. Be selective about who you would like in your network.

• Follow people and join groups of interest

Stay updated with industry trends and connect with leaders by following organisations and people relevant to your professional and personal interests. There are also hundreds of LinkedIn groups you can join.   

Stay active on LinkedIn

• Join conversations

Engage in conversations by reacting or commenting on posts from people you follow. This helps with relationship-building, finding new opportunities or gaining a new contact. Check in regularly to see what posts you've missed, make comments on relevant stories and answer any messages.  

• Showcase your expertise

Position yourself as an industry thought leader by writing articles, participating in discussions or highlighting your projects and achievements. Share articles, insights and personal experiences related to your industry. 

You can add multimedia such as documents, videos, presentations and samples of your work such as writing, designs or projects you've led.  

Interested in more career advice? Read our Business Career Guide. Learn how the Career Central team at Kaplan Business School can help you advance your career.

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