LinkedIn is the battlefield where job seekers and recruiters meet.
And if you want to win the war for high-value opportunities, you need a strategy that goes beyond the basics.
Remember: LinkedIn is ranked #20 website in the US with 1.75 billion in traffic (source).
And while we have students and members who don’t have a LinkedIn profile (and are doing really well), we also know recruiters who’ve told us, “if you’re not on LinkedIn, you don’t exist.”
You be the judge.
Assuming you’re going to use it, you might as well do it right.
Simply filling out your profile isn’t enough; you need to maximize your visibility with laser precision. Below, we’ll outline the key steps that will position you to be discovered, respected, and ultimately hired by the best.
Why Use LinkedIn
LinkedIn is a tool. A popular tool. But still a tool.
We recommend you use it because of the power of “weak ties”.
The Importance of Weak Ties
The concept of weak ties originates from sociologist Mark Granovetter’s research on social networks, which emphasizes that the acquaintances we aren’t very close with – our weak ties – often serve as the most important connectors for new opportunities (source).
Weak ties are valuable because they expose us to new information and opportunities outside of our immediate circle. Makes sense.
But it is more than just makes sense… This is not just a vague sociological concept. Recently, a study conducted on 20 million users on LinkedIn (how appropriate) confirmed that weak ties do indeed help people get new jobs (source).
You want to cultivate weak ties.
LinkedIn Is Not a Job Application Site
The fundamental value of LinkedIn lies in cultivating weak ties – not in sending job applications, although you can do that too. You can even setup a great profile, do some calculated branding, and get recruiters chasing after you…
But approaching LinkedIn as a tool to “apply to jobs” is missing the mark. In fact, if you are sending applications through the front door – through whatever platform – it means that you’ve already lost.
Your goal should be to apply through your network – leveraging weak ties and strong ties alike – or using the warm application process (as detailed in our Launch Your Career).
Who Does Well on LinkedIn
It’s also worth paying attention to what it takes to get real value out of LinkedIn…
Not everyone will naturally excel at it, and understanding the factors that influence success is key.
The Traits of LinkedIn Success
Research shows that extraversion and a protean career orientation (a self-directed, adaptable approach to career development) are significant predictors of benefit (source). In other words, people who are outgoing and take control of their career tend to do far better on LinkedIn.
Incidentally, the same study found that the frequency of LinkedIn usage was important, but the number of contacts was not as important. (Hint: your number of contacts matter, but the fact that you use it frequently matters more.)
Finally, and we quote: “Social networking sites are not a panacea for introverts when it comes to networking.” Being an introvert, and more importantly, acting like an introvert, hurts you.
If you are going to go on LinkedIn, you have to engage and be outgoing.
LinkedIn: Necessary but Not Enough
It also turns out that using LinkedIn professionally is a necessary but not sufficient condition for career success. A study on career outcomes through LinkedIn shows there are multiple pathways to achieving results, but no single approach is guaranteed to work in isolation (source).
Moreover, this study suggests that career outcome expectations – the belief that networking will lead to positive career results – actually drive the behavior that makes these outcomes a reality. In other words, believing that you’ll do well through networking can get you better results.
Confidence in your actions matters. If you are going to go on LinkedIn, believe in yourself.
Now… With all that said… Let’s get to brass tacks.
Understand How LinkedIn Visibility Works
LinkedIn, like any other platform, is based on algorithms that decide which profiles get noticed and which ones are hidden and ignored. The platform wants users who keep engagement high, want users to create content, and wants to understand what recruiters want.
Visibility comes down to three primary factors:
- Profile Optimization – Making sure your profile is fully complete and relevant to your target jobs.
- Engagement Metrics – Regular activity like posts, comments, and interactions that signal to LinkedIn you’re an active, valuable member of the platform.
- Network Size and Quality – LinkedIn’s algorithm rewards those with a wider and more relevant network.
Step 1: Optimize Your Profile
Headline That Attracts Recruiters
Recruiters use keyword searches to find potential candidates. Optimize your headline and summary to match what the best employers are searching for.
Also: Your headline is the first thing recruiters see – don’t waste this opportunity.
It shouldn’t just be your current job title; it should be aspirational and keyword-rich. If you’re targeting roles in data analysis, for instance, include terms like “Data Analyst,” “Python Expert,” and “Problem Solver.”
Example: “Data Analyst | Expert in Python & SQL | Driving Business Decisions Through Data Insights.”
Think of the headline as your elevator pitch compressed into a few words. (Or if you’ve already taken Launch Your Career, you know how to make this work even better – this is your positioning statement.)
Use The Featured Section
Use the “Featured” section to showcase your most impressive achievements. Highlight presentations, portfolio pieces, or links to publications you’ve written. If you have certifications or important coursework, display them.
Your About Section
This is where you sell yourself.
If you don’t want to sell yourself, don’t go on LinkedIn. There’s no half-hearted success. You are either in, or out.
Also, don’t list your entire career history here. Instead, articulate your achievements with a results-focused approach. If you’ve learned the Language of Value, this is a great place to use it. And make sure you speak in terms of the value you provide and the problems you’ve solved.
Make sure your about section includes the following:
- Who You Are: Your unique positioning.
- What You Bring: Metrics-backed achievements that demonstrate your value.
- Where You’re Headed: The types of opportunities you’re pursuing next.
Be Aware of How Your Profile Looks to Others
Everything you do on LinkedIn sends a signal, and it’s crucial to understand how your profile and activities are perceived by recruiters and potential employers.
One such example is the “featured applicant” badge that LinkedIn offers to users who pay for premium services…
This is a bad idea (source). Appearing as a “featured applicant” may seem like a shortcut to visibility, but it comes with a significant downside: it tells recruiters you paid for a spot.
When you’re looking for a job, appearing hungry for a job is one of the worst things you can do. In fact, many recruiters believe that good applicants are only on the market for about a week. Therefore, paying for a spot makes you look like “not a good applicant”.
You don’t want to look like you’re desperate. Instead, your goal should be to project confidence, competence, and selectiveness – qualities that make employers chase you, not the other way around.
Step 2: Expand Your Network
Connect, But With Purpose
Quantity matters, but quality matters more.
Begin by connecting with people in your industry and companies you’re targeting. This will help LinkedIn categorize you correctly, meaning you’ll show up in more relevant recruiter searches. Aim to expand your network to at least 500 connections.
Don’t connect randomly. When you send a connection request, always add a note to make it personalized, specifying a shared interest, group, or experience.
Engage With Influencers in Your Industry
Follow and engage with thought leaders and company pages in your field. Comment thoughtfully on posts, especially to industry experts. This not only boosts your profile views but also signals to the LinkedIn algorithm that you are an active participant in your field.
Join Relevant Groups
Participating in LinkedIn groups can be of benefit. Join groups that are related to your field and engage in conversation. Posting insightful comments or useful resources can position you as an industry expert and opens networking doors.
But with all this engagement, remember: Your success in your job search will materialize through your weak ties. Your task here isn’t to network for networking’s sake. Your task is to plant seeds for the week ties that you will harvest in the future (think 12-18 months in the future.) If you have a more pressing need for getting a job fast, it’s better to follow the warm application process.
Step 3: Content Creation and Sharing
Publish Posts That Demonstrate Your Expertise
Creating content is one of the most effective ways to expand your influence and visibility on LinkedIn.
Your posts should provide insight into industry trends, share key learnings from your work, or showcase how you solved significant problems.
Keep in mind that LinkedIn’s algorithm loves consistency. Aim to post weekly, as regular posting ensures the algorithm keeps you visible.
Utilize the Power of LinkedIn Articles
LinkedIn also allows you to write long-form articles, which are powerful for establishing yourself as a thought leader. These articles can also be discovered via search engines outside of LinkedIn, expanding your reach.
Choose topics that directly connect to your career goals. Write about your experiences or industry insights.
When writing these articles, don’t give away generic advice. Share rare knowledge that proves your expertise – something others might not easily find on Google. (Remember: everything you do on LinkedIn is self-promotion. Self-promotion requires differentiation.)
Step 4: Optimize for Recruiter Searches
Optimize Your Profile with Keywords
The best profiles are optimized with keywords that recruiters are actively searching for. Discover the relevant keywords in your industry. Then, use them in your job descriptions, skills, and even endorsements.
Tools like LinkedIn’s own “Jobs” section can help you discover keywords by analyzing job postings. (And if you’re lazy Ask ChatGPT or Google’s Gemini.)
Secure Recommendations That Matter
Recommendations can serve as social proof of your expertise. Aim for quality, not quantity – seek recommendations from people who have observed your work first-hand, especially those in senior positions.
Step 5: Utilize LinkedIn’s Job Search Features
Set Up Job Alerts
You can filter these alerts by job title, location, and experience level. However, don’t rely solely on alerts – many high-value jobs aren’t posted or get filled quickly. (In fact, best jobs are never posted and can only be accessed through The Hidden Job Market.)
Open to Work – Be Careful
You can enable LinkedIn’s “Open to Work” feature, but make sure you set it to be visible only to recruiters, not publicly. Being too obvious can sometimes create the impression of desperation.
Also keep in mind, recruiters in your current company might be able to see that you are open to work, which can cause serious issues.
Because of this, for most professionals, we don’t recommend setting open to work.
Step 6: Leverage LinkedIn Analytics
LinkedIn provides analytics for your posts and profile views. It doesn’t hurt to know about it, but we don’t recommend paying too much attention to this or getting obsessed…
Use this data to see which keywords attracted attention, what types of posts performed best, and adjust accordingly. If you notice a spike in views from a particular industry or company, consider reaching out directly to decision-makers there.
Example: If your post on optimizing supply chain efficiency suddenly gets views from managers at a top consulting firm, it might be time to reach out to them.
Use common sense.
Conclusion
At the end of the day, LinkedIn can be a very valuable resource.
But just as the ROI of a microphone depends on the individual using it – for Taylor Swift, for instance, that ROI is in the hundreds of millions – the ROI of your LinkedIn profile will depend on you.
More specifically, it will depend on the value you provide the job market, as well as, your ability to convey that value.
It all boils down to value. There is no hack. There is no shortcut. There is no secret…
Value wins.
Which is why it’s imperative that you learn and use The Language of Value to convey why you, and only you, are the answer to a company’s problem.
If you can articulate your value, you can leverage LinkedIn as a tool for strategic visibility, and put yourself ahead of 99% of job seekers who are either under-utilizing it or are outright confused.
It really doesn’t take much to differentiate yourself and show your value when you know what you’re doing. Most people are bad at this… (i.e. you can get really good at this with very little effort 😉)
It’s time to focus on your value, and make LinkedIn work for you.