How to Use LinkedIn to Build Your Brand


Your LinkedIn Profile: Go Big Or Go Home

~ Forbes

Many professionals create a LinkedIn profile, and then let it sit there. Unlike many other popular social networks, LinkedIn is designed for professional and business networking. If you want your LinkedIn page to work for you, invest some time in setting up a professional LinkedIn profile to increase your visibility and invite your target audience to connect with you. Then, use your LinkedIn page to grow your brand and build relationships.

5 Tips on Using LinkedIn to Build Your Brand

 1.  Shows your Expertise

Your LinkedIn Profile is the header information on your LinkedIn page. Having the wrong LinkedIn profile sends out the wrong message. Maximize your LinkedIn branding by designing a profile that delivers your message.

  • Your profile photo is your 1st impression: LinkedIn users respond to professional, not necessarily formal, profile photos. LinkedIn is not the place for your photo holding your cute kitty: unless you're a vet. Family photos are better suited for Facebook and other social channels.
  • Complete your profile: don't leave blanks in LinkedIn's prime real estate. If you don't have something to say about yourself, you need to determine what are you trying to accomplish on LinkedIn.
  • Keywords are critical to quickly saying who you are and what you do: be descriptive, not a bragger.

tip: Choose View Profile As to see what your LinkedIn profile looks like to a connection or to the public.

2. Optimize Your LinkedIn Summary

LI Summary provides up to 2000 characters for you to customize your message. What do you want people to know about you, your brand and your services? Here are some Summary tips from LinkedIn for Business expert JoAnne Funch:

  • Start the Summary with your contact information: email and phone number
  • Include a call to action: what do you want the reader to do?
  • What problems do you solve?

3. Connect and Join

LinkedIn users evaluate you based on who you connect with.  Find people you want to build relationships with: who you want to follow and exchange ideas with.

  • Personalize your invitation to connect: do you want to be branded as a spammer? Why do you want to connect?
    • Do you share common LI groups?
    • Are you in the same industry?
    • Are you a fan of their articles?
    • Know why you're connecting. The number of your connections shows in your profile: while 500+ looks impressive, 100 good connections that build your business will be more effective than 500 strangers you don't learn from, and you spend time scrolling past.
    • Join LinkedIn groups in your industry or your target audience. Your groups show up at the bottom of your LinkedIn page.

4. Share

LinkedIn is where you can establish yourself as an SME: Subject Matter Expert:

  • Contribute high-quality articles to LinkedIn Pulse, LinkedIn's publishing platform.
  • Post on SlideShare, LinkedIn's visual platform:
    • Share Slideshare posts on LinkedIn and add relevant SlideShares to your LI profile.

5. Contribute Insightful Articles and Comments

Regularly post status updates, comment and share on your connection's updates, and contribute to group discussions. Your posts and comments influence your ranking on LinkedIn, and increase your online visibility.

  • Share your blogs, guest posts, interviews and other relevant authorships.
  • Curate industry topics and add insightful comments and post in updates or in your groups.

LinkedIn is a powerful tool to build your personal brand. Basic LinkedIn is available for free, and LinkedIn for Business has paid options to grow your business including relationship management tools and advertising. The first steps to building your brand on LinkedIn is to optimize your profile and engage with your audience.

Let's deliver mutual value and connect on LinkedIn:

Connect with Kathryn Bechthold:

Follow Alchemy on LinkedIn: Alchemy Communications Inc.

For More Information on Optimizing Your Brandon LinkedIn 5 ways to use LinkedIn for content marketing LinkedIn for Business: LinkedIn Summary: Your Prime Advertising Space

Kathryn Bechthold CEO Alchemy Communications
Kathryn Bechthold CEO Alchemy Communications

author: Kathryn Bechthold, Communications expert in Calgary, AB. Owner/CEO of Alchemy Communications Inc.

5 Tips to Optimize Your LinkedIn Profile


Only 50 percent of LinkedIn profiles are complete
and less than half of all users update their profiles regularly.


LinkedIn is the most useful and popular professional network for professionals, entrepreneurs and small business owners to build your brand, network and make B2B and B2C connections. The first information visible on and LinkedIn page is the user's profile: and first impressions are lasting impressions. Most users who get a negative first impression won't bother going any further into your profile!

tip from JoAnne Funch at LinkedIn for Business: Before beginning to edit your profile, turn off the activities broadcast box located under your Privacy & Settings section, to so this you need to uncheck the box.

 How to Optimize Your LinkedIn Profile

1.  Personalize your profile URL

Look at your LinkedIn name: is your profile name or

To customize your profile URL, go to:

optimize your LinkedIn profile URL
optimize your LinkedIn profile URL

2.  Choose a professional image

Use a professional photo of yourself that projects the image you want to convey to colleagues, customers and clients.

LinkedIn has said that profiles with photos are x7 more likely to be viewed by others.

3.  Use keywords

In your Headline and Summary descriptions use key words and terms that are commonly used in your industry, to find someone with your skills or services. Remember: users will be entering keyword search terms in the LinkedIn search field to find people who meet the qualifications they need: they don't know you by name.

4.  Update your status

Your profile will show your latests update: If you have not posted an update in months - years? you give the appearance that you are no longer active on LinkedIn. Provide relevant information in your status update to keep your profile appearance active and current.

5. Verify your contact information

The whole point of maintaining a profile on LinkedIn is so you can be contacted. Regularly review your contact informationto make sure it is still accurate and current:

  • email address
  • phone number
  • location

Regularly review and optimize your LinkedIn profile so that it is accurate and current. Even better, ask a friend or colleague to review your LinkedIn profile so you have a fresh perspective on how someone else will see your profile.

This infographic from Visual Loop has 17 LinkedIn Profile Must-Haves

LinkedIn Profile Optimization infographic
LinkedIn Profile Optimization infographic

For More Information to Optimize your LinkedIn Profile
LinkedIn for Business: The Ultimate Cheat Sheet on Optimizing Your LinkedIn Profile
Maximize Social Busines: Professional LinkedIn Profile Tips: A Checklist of 17 Must-Have Items

LinkedIn for Business: Four Tips to Leverage your LinkedIn Account


Connection   •  Opportunity   •   Knowledge

These are the three pillars of the popular social networking site LinkedIn. With over 270 million professionals in more than 200 companies, LinkedIn is the ideal platform for professionals to

  • connect with other professionals
  • seek out new opportunities to hire, market and sell
  • stay informed and share the industry news and trends

LinkedIn is a powerful business-to-business marketing and recruitment tool. LinkedIn for Business allows you to enhance your marketing by targeting your key audience and publishing relevant content on a highly visible platform that extends your and your company’s engagement with stakeholders.

Four Tips to Help You Maximize Your Effort and Time on LinkedIn

1. Build a company page in addition to your personal page

A LinkedIn Company Page allows members to expand their social networking reach and raise brand awareness by attracting company followers. You can share relevant content specific to your company or general to your industry. A personal LinkedIn Page is required to create a company page and to create and maintain personal relationships.

2. Give and ask for recommendations

Recommendations from a LinkedIn member to another member can give you credibility and build your reputation. Don’t be afraid to ask colleagues or customers to write a recommendation of your product or services. Recommending other people, their products or services, and their company can earn you some good karma. Help other LinkedIn members and give them a chance to succeed, and you can ask them to give you a recommendation. Note: LinkedIn recommendations are different from endorsements, which are one-click acknowledgements of someone's skills.

3. Post well, and post often

Sharing quality content on LinkedIn will contribute to higher ranking for you or your company on Google searches. You can amp up your SEO (search engine optimization) by posting good, relevant content on LinkedIn, and posting frequently.

4. Start connecting

Find people you already know on LinkedIn, and start connecting by inviting them to join your personal network. Don’t stop with the people you know! Find new people to build your network by looking at your connection's connections. Search for new contacts in your industry. Join groups in your field. You never know who could be a potential supplier, customer, stakeholder or new employee.

2/3 of all visits to company websites via social media are from LinkedIn, and this number is increasing at a steady rate. There has never been a better time to start using LinkedIn to supercharge your business marketing.

For More Information on LinkedIn for Business:
Entrepreneur: 5 Tips for Maximizing LinkedIn for Your Business
Lewis Howes: Top 10 LinkedIn Business Marketing Tips 
Business Insider: LinkedIn Is No Longer Just A Recruiting Tool — Here's How Top Companies Are Using It To Drive Sales