LinkedIn is a fantastic tool to use in your job search. However, you have to use it strategically. In some quarters, there is a feeling that the site has become overexposed and that it has lost some of its luster. I tend to disagree with that opinion in part, but do agree that if used incorrectly, it can lose its impact for individual profiles.

The key to a good LinkedIn strategy is the effective use of your profile.  Sounds easy. It’s not. It’s an evolving art; more than a science. A LinkedIn profile needs constant refinement.

The key to an operative LinkedIn profile, notwithstanding legal issues that may arise, is posting a quality headshot.  LinkedIn’s anecdotal statistics show that profiles are more likely to be viewed if they have a legitimate photo.   For recruiting purposes, there is some argument as to whether viewing profile photos is legal or illegal as opposed to placing emphasis on the expertise of a potential job applicant and not on the physical appearance of an applicant.

So, one could argue that having a headshot is in itself a recruiting problem; however, the fact is that many recruiters use this as a search metric on the site and not having one will only hurt potential job opportunities for the applicant. Thus, there is no real downside (yes, it’s totally illegal to use any protected characteristic as a means to qualify or to disqualify someone, and a photo obviously tells a viewer if the person in the profile is in a protected class; however, that doesn’t meant that discrimination does or doesn’t happen).

So what is the downside to posting a photo on a LinkedIn profile? If your profile is not going to be viewed because a missing photo, then you will simple be disqualified in a recruiting search. If you do post a photo that a recruiter does not like, then you’re disqualified because of that photo. So there is no right or wrong answer. (I don’t condone disqualification due to photos and never will; it’s just the reality for many in the recruitment business). But the take-away is this: If you post a photo, then make it a quality business headshot. If you don’t post a photo then make the profile work even harder to stand out from the competition.

In addition, your Title in your profile is all telling – or it should be. Stating, “Accountant seeking next opportunity” is blah – so what? Why would I care? Write a compelling title. If you are looking for a job use a title that explains what solutions you provide such as, “Job-seeking accountant who saved his last firm $100k a year by keeping detailed records”.

A robust Summary section is vital in a LinkedIn profile as this is the place where you have the chance to really make your keywords shine. Write a coherent summary and not just a hodge-podge of keywords. Do make sure your keywords are in there.  These are the pieces of information a recruiter will view after noting your name, photo, and title, by default. Make the keywords count.  Google will index your keywords.

For the rest of your LinkedIn profile, you don’t need to cut and paste in your resume. Use key portions of this document and do it sparingly. There are various schools of thought on this: one school is as I’ve noted is a scaled-down version of key points from the resume; another is that you should make this look similar to your resume so that if you want to apply for positions that are only advertised on LinkedIn, the receiving party will have a good sense of your background. If you are going to copy in important features of the resume do so as sparsely as possible – in other words, be “hard to get”. Only you know the right answer for your particular situation.

If you’re employed and running a clandestine search, be mindful of who may be looking at your profile. Of course, “interested in career opportunities” is a default, so if you get challenged, you can always hang your hat on something that defaulted  in LinkedIn’s system.

One of the downsides to social media sites like LinkedIn is the apparent lack of privacy. Then again, you as the user can determine who can see what in totality or partially. Use these features when setting up the profile.  They will pay off.

Michael Trust, MPA, SPHR-CA, is a Certified Career Coach™ and a Certified Executive Career Coach™, who helps people find their passion and fulfill their dreams as they relate to careers through his organization, Trustworthy Coaching®, www.TrustworthyCoaching.com.  Mr. Trust’s Coaching, Business, and Human Resources experience spans twenty years, and he has had major roles in staffing in all of his Human Resource positions. In addition, he has coached individuals at all career levels relative to their career paths, job search strategies, business strategies, and related areas. Mr. Trust is also a member of the International Coach Federation (ICF).

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