Enhancing Your LinkedIn Profile and Page

LinkedIn profiles represent your work and educational experience, your skills and achievements, and all the details one might find in a professional resume or curriculum vitae. While it may be easier to simply copy and paste the text out of your resume into your LinkedIn account, think about ways to convey your capabilities and personal brand through other media.

Start by adding a clear, appealing photograph of yourself to your LinkedIn profile that properly conveys the professional image you want to project. But don’t stop at a profile image alone. LinkedIn gives you the ability to upload a variety of media files to different sections of your profile including the Summary and under each work experience and education entry.

Approved file types for LinkedIn include .pdf, .ppt, .doc, .rtf, .png, .gif, and .jpg. You can also link to specific files and pages on other websites such as YouTube, Vimeo, Instagram, Storify, and SlideShare to add more multimedia elements to your profile to better showcase your work.

Here’s a summary of some of the files you can upload to your LinkedIn Profile to enhance it:

Graphics - Think logos, book covers, or other images pertaining to your business. If you’re a florist, upload images of floral arrangements and a link to your website. If you’re an artist, upload samples of your illustrations or an advertising campaign portfolio.

Photographs - Use photographs that you’ve taken or carefully selected stock photography to represent a concept or theme. You can also link to photographs and images on approved provider sites such as Instagram, Flickr, SmugMug and Photobucket.

Slides and Documents - Upload PowerPoint or Keynote files so people who visit your site can view your presentations. You can also link to content you’ve already uploaded to SlideShare, Scribd, Prezi and Storify.

Video – Link to a video on your YouTube account to pull it into your profile and add a description. Appropriate videos include product demos, tours of your business location, or informational ones that showcase your expertise. Other approved video providers include YouTube, Vimeo, UStream and Google Videos.

Audio - If you produce audio including commercials, interviews or even podcasts, link to your audio files on approved providers such as Soundcloud, Anchor FM and Simplecast.

Another way to enhance your profile with deeper content to showcase your knowledge is to publish to your LinkedIn blog. The blogging feature gives you the option to publish blog posts directly to your LinkedIn profile. What you publish is automatically shared with your Connections who can, in turn, share it with others.

LinkedIn also provides free Company Pages, similar to Facebook Pages, for businesses large and small. A LinkedIn Company Page offers limited features and design customization. Still, having a presence for your company on LinkedIn can help you reach current and potential customers on a professional network.

A LinkedIn Company Page includes the following features:

Home Page: Visitors land on the home page by clicking on your company name in your profile or conducting a search on LinkedIn. This landing page is similar to a Facebook Page where you have a “cover” image or branded banner at the top, a way to post updates to your news feed, and the ability for people to follow your Page and like or comment on your posts.

Groups: If you have created or manage a LinkedIn Group, you can add a link to it on your Page to tie it into your LinkedIn presence and help promote it.

How You’re Connected: This feature shows visitors to your Page a list of the employees that have connected their profiles to your company and how they are connected to them.

Careers: If you have a job opening at your company, you can advertise it on LinkedIn and add it to your LinkedIn Page.

Analytics: Review how each of your posts on your page perform in terms of views and interactions. From the Analytics section, you can “sponsor” or boost a post using LinkedIn’s self-serve advertising tool to reach a wider audience.

To connect your LinkedIn profile to your Company Page, go to edit your current employment and retype your company’s name. A pop-up menu should appear with a list of companies with similar names. Choose your company from the list to activate a link between your profile and your Company Page. Encourage your team members to do the same.

Treat your LinkedIn Profile and Company Page as tools to help stimulate business inquiries and increase exposure to your prospects. Upload and publish business-appropriate content that showcases who you are and what you do to establish and grow you a more professional online presence.