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Melanie Goodman


LinkedIn Consultant, Trainer & Employee Advocacy Specialist

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LinkedIn mastery: Powerful strategies for HR leaders

To be recognised as an HR thought leader of true worth, an optimised LinkedIn profile is crucial. Here are tips for crafting and maintaining an impactful profile and presence.
black sailing boat digital wallpaper: LinkedIn mastery

Every day, you work tirelessly to help others in their careers, often unknowingly leaving your own behind. However, with so many people vying for employment these days, merely having a LinkedIn profile is not enough.

You must have a fully optimised one and, furthermore, engage actively with your network if you hope to be recognised as an HR thought leader of true worth.

Optimise your LinkedIn profile

A shop window containing a naked mannequin will attract no shoppers, just as a skeletal LinkedIn profile will attract no candidates, clients or employers. LinkedIn serves as a vital platform from which we can showcase our skills, experience and value proposition to the world.

The following are some key strategies on how best to optimise your profile:

Craft a professional profile picture and headline

  • Choose a high-quality photo – Pick a professional real headshot, not an AI-generated one (which is against LinkedIn’s terms and conditions)
  • Convey a friendly approachable demeanour
  • Avoid selfies or cropped group photos
  • Rename the photo with a keyword for your role eg. human-resources.jpeg to rank higher in searches both on and off LinkedIn

Create a comprehensive, compelling headline

  • Go beyond your job title – you have 220 characters at your disposal
  • Highlight your expertise in an HR niche eg. legal recruitment or value brought to industry
  • Add awards and contact details (make it easy for a reader to reach you)

A skeletal LinkedIn profile will attract no candidates, clients or employers

Showcase skills and experience

Write a concise keyword-rich ‘About’ section that encapsulates your professional journey, core competencies and career goals.

Detail work experience by focusing on quantifiable achievements made in each role performed so far while at the same time emphasising how you obtained them.

In the  ‘Skills & Endorsements’ section, list up to 100 skills, reordering them so that the top three that you wish to be found for are listed first as only these are visible to new profile viewers. Encourage connections to endorse these abilities by endorsing some of theirs for them – it’s usually a matter of the old adage “you scratch my back…”

Add a personal Services Page (not a Company Page) by pressing ‘more’ and ‘add section’ next to your headline and completing the details. You will rank much higher in search results.

Revisit and update each section regularly to remain current and ensure that you are exploiting all of LinkedIn’s latest features. Otherwise, if you are behind the curve, then so will your profile be in the rankings!

Provide valuable content and actively engage with your network

Sharing valuable content and engaging with your LinkedIn network is crucial for establishing your personal brand and building meaningful relationships. By consistently providing insights, responding to comments and reaching out directly, you can position yourself as a thought leader in your sector and create your own opportunities for collaboration and growth.

This subtly shows you are focused on professional growth while maintaining top-of-mind awareness among peers.

Be specific – share content that will genuinely add value and not fill white space.

Some ideas:

  • Industry news and trends
  • Practical tips and best practices related to your area of HR expertise
  • Personal experiences and lessons learned
  • Thought provoking questions or polls to encourage engagement
  • Start your own LinkedIn newsletter on topics such as ‘Practical Tips for Improving Employee Engagement and Retention’ or ‘How to Create a Culture of Recognition’

If you are behind the curve, then so will your profile be in the rankings

Respond to comments and participate in discussions

You need to actively participate in conversations and respond promptly to comments that people leave on your posts for two reasons: it helps with the algorithm and also creates goodwill within your network.

This enables you to build relationships, showcase your knowledge and show how much more you can learn about subjects related to yours by asking questions and giving feedback and insights when appropriate.

Reach out directly to build relationships

Don’t wait for people to come knocking at your door! If there’s someone interesting who could be a valuable connection or has connections that might help you professionally, send them an email expressing your admiration for what they do and propose collaboration if relevant.

Approaching someone with genuine interest instead of only trying to utilise their resources shows as much the respect that we have towards ourselves as well as speaking volumes about our character both personally/professionally over time.

Leverage LinkedIn features for personal branding

LinkedIn offers a range of potent features that can help you significantly enhance your personal branding efforts and engage with your network in new and exciting ways. By leveraging these tools strategically, you can create a more dynamic and impactful presence on the platform.

Don’t wait for people to come knocking at your door!

Utilise LinkedIn live 

LinkedIn Live allows you to broadcast real-time video content to your network, providing an authentic and engaging way to share your insights and expertise. Use this feature to host Q&A sessions, interviews or workshops. 

Create LinkedIn polls

Polls encourage interaction and gather valuable insights from your network. Use polls to ask thought provoking questions related to HR, seek opinions on current trends or crowdsource ideas for your next project. You can show your interest in their viewpoints by creating polls, and the LinkedIn algorithm still heavily favours this content genre.

Collaborate and demonstrate results

Collaborating with industry thought leaders and showcasing successful HR initiatives are powerful ways to establish credibility, demonstrate expertise on LinkedIn and highlight the impact of HR initiatives on organisational performance. 

Use specific metrics and data to quantify the results of HR projects, demonstrating the tangible value of your contributions.

Emphasise how your HR expertise aligns with business objectives and contributes to the organisation’s success. Share insights on how HR strategies can drive innovation, enhance employee satisfaction, and improve overall organisational performance.

Emphasise how your HR expertise aligns with business objectives

Next steps

To maximise your LinkedIn presence:

  • Optimise your profile with a professional photo and compelling headline
  • Share valuable content consistently
  • Engage actively with your network
  • Leverage LinkedIn’s features to enhance your personal brand and demonstrate your expertise
  • Collaborate with thought leaders
  • Showcase your successful HR initiatives

While shaping others’ careers, don’t forget that, as management guru Peter Drucker said: “The best way to predict the future is to create it”.

Did you enjoy this article? Check out: How HR is business-critical in 2024

Author Profile Picture
Melanie Goodman

LinkedIn Consultant, Trainer & Employee Advocacy Specialist

Read more from Melanie Goodman