Donna Serdula of LinkedIn-Makeover.com

Today we are featuring an interview with Donna Serdula.

Donna pioneered the concept of LinkedIn Profile optimization and is the author of LinkedIn Optimization for Dummies. Through her website, LinkedIn-Makeover.com, Donna and her team of 40 writers, help thousands of LinkedIn users strategically write their profile in order to engage with their audience and grown their brand.

So if you’re looking for some tips on building or optimizing your LinkedIn profile, listen to the podcast, then if you think there’s a need for some professional help, engage Donna and her team at LinkedIn-Makeover.com.

Enjoy the interview!

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Why Should You Be Creating A LinkedIn Profile?

Typically, something happened in your life that prompts the creation of a LinkedIn page/profile. 

  • Looking for a new job
  • Graduating college
  • Start hearing rumbles of a job going away
  • Started a new business
  • Skipped over for a promotion
  • Press releases featuring you
  • Cold calling
  • You lost a big client
  • Going to a conference

Something has happened and people are now going to be looking at you. LinkedIn provides a way for you to feature information you want presented to those looking for you, your name and your company online.

It is often used as an online resume. But if you put some strategic thought into LinkedIn being your career future, not a digital resume. 

People are searching for you all the time. Resumes are for your professional history, but your LinkedIn profile offers a chance to talk about you along with your company or product.

Common Errors on Your LinkedIn Profile

  • Pay attention to your profile photo – get a professional headshot. No partners, kids, annoying backdrop. Smile. No selfies! Use a resource like headshotcrew.com
  • Background Graphic – Replace the default graphic with something that illustrates your brand, your message or your company. Unsplash.com and linkedin-makeover.com has some great images.
  • LinkedIn Headline – replace the default name/company data with a custom message (120 characters) that’s a “tagline” to capture attention. That headline moves all over LinkedIn with you when you recommend someone, search results, activity and more. A better headline will result in more clicks and views. LinkedIn-Makeover.com has a LinkedIn headline generator to spit out an engaging headline that you can copy and paste into your headline.
  • Contact Information – Make sure your email address, your phone number and other information is visible. Also put it at throughout the profile at the end of the profile, at the end of job information, and just about anywhere else. There is a chance you will get some unwanted calls, but weight that against getting valid prospects or leads.
  • Summary – This is where many people copy/paste their resume. Sit down and carefully craft a 2,000 character story that includes relevant keywords, and is about what makes you different. What are you good at, what do you offer, what do you like to do? This is really a great place to work with professional writers like Donna’s company to make this work for you. Finally, don’t brag, just tell the story where a potential client or hiring manager comes away feeling good about you. Finally, keep this up to date. You never know when that new client, new project or new education will separate you.

Other LinkedIn Tips

  • Regular posting shows you are active and engaged – Even if it’s not making profile changes, sharing relevant articles or your own blog posts show you are here and it’s good content. 
  • Paid vs. Free Accounts – There are advantages to premium accounts, it’s important to just start using LinkedIn. For most people the free version is more than enough, but salespeople, recruiters and others can find larger pools of prospects and candidates.
  • Building Your Following on LinkedIn – There are two types of relationships on LinkedIn. The “connection” is where you’ve invited a person to connect and they say yes. These are 1st degree connections and you can see how everyone is connected to 2nd and 3rd degree. A “follower” is where you can see what is being posted on LinkedIn. If you want to find people you should have a good, relevant sized connection network. A good rule of thumb is to make your online network reflect your offline network. Go back in time and connect with past co-workers, friends, classmates because you never know where opportunities will come from. 
  • Are LinkedIn Groups Dead – LinkedIn groups are absolutely worth joining and utilizing. Group members are added to your network so strategically it makes sense to join groups. Find and join groups that are lined with your interests and industry and it will branch out your reach. And LinkedIn is revising how groups are working and things should be improving. 
  • #Hashtags – Hashtags have sort of replaced groups by grouping messages and posts with a common message or theme into a searchable feed. Put hashtags in your posts and search for hashtags to find information 

Setting Yourself Apart on LinkedIn

To set yourself apart on LinkedIn is looking at the platform in a strategic way. Design your images, your headline and your message in a way that answers “Why am I on LinkedIn?” New job, new clients… vanity? Figure out what success on LinkedIn looks like to you. Then figure out who is the target audience? Hiring managers, potential clients, the press? Then determine what keywords will be searched to find you? Finally, write the profile and headline towards that strategy and use those keywords. 

Have any questions or suggestions on using LinkedIn? Leave them below, or send them to me @BeBizzy on Twitter!

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