How to Win on LinkedIn: The Tools You Need to Stand Out

Standing out on LinkedIn is about being authentic

In 2019, LinkedIn was voted the most trusted social network for the third year running. In Q1 of 2020, the platform’s sessions increased 22 per cent year-on-year. In Q2, its revenue clocked in at 21 per cent higher than the comparable period.

The numbers say it all: LinkedIn is important – and getting more so by the minute.

For professionals looking to build their industry authority, land their next big opportunity, or connect with potential clients, LinkedIn can be game-changing. But with 690 million active users, cutting through the noise is no easy feat.

Here are three tools you need in your arsenal to stand out and win on LinkedIn.

Tool 1: A professional headline that will get you found

Your name, photo, and professional headline are the only parts of your LinkedIn profile visible in search results. And while your photo is important, it’s your professional headline that tells the searcher whether or not you offer what they are looking for.

You have just 220 characters to capture people’s attention and create an excellent first impression. Most users do little more with their headline than list their role and company. So, if you optimize yours with the right keywords and visual elements, your profile will instantly intrigue others.

Crafting the perfect professional headline isn’t rocket science, but it does require a little research.

First, think about the keywords you want your profile to rank for. What search terms or phrases are your prospective employers or ideal customers using?

Then, play around with creative ways of bringing together your top-priority keywords. You can even use simple emojis to separate each keyword or phrase.

Tool 2: An about section that people will actually read

Your about section is one of the most powerful tools on LinkedIn

Winning on LinkedIn happens when you stop thinking of the platform as just another social network and start seeing it as your digital reputation manager. Your profile is your opportunity to influence how others perceive you – and your about section is a powerful tool.

Leaving your about blank is a sure-fire way to render yourself immemorable. Here are a few tips you can use to write an engaging about section that people will actually read:

• Know who you are writing for. What is your goal on LinkedIn? Are you looking for new clients? Hoping to attract investors? Whatever it is, keep your target audience in mind when writing. Answer the types of questions they’d likely have. Show them how you can solve their problem. Crucially, make it easy for them to take the next step by calling them to action and including your contact details.
• Draw in your reader with a hook. The first 330 characters of your LinkedIn about are visible on a desktop above the fold. Visitors need to click ‘See More’ to read the rest. The first two to three sentences of your about must spark curiosity. Experiment with philosophical statements, open-ended questions, or even your favorite quote.
• Bring your about to life by capturing your why. Why did you choose your professional path? What is the driving force behind what you do? What are you passionate about? Expressing your authentic self by sharing your values and interests shows that you are human. 

Tool 3: Compelling content that will cut through the noise

The key to creating compelling content on LinkedIn is value. Your posts should give your followers something for free, whether that be your expert take on an emerging trend or a quick tip that’ll save them time.

Committing to value-driven content on LinkedIn works in several ways:

• It positions you as an authority in your field.
• It shows readers that you are generous in sharing your knowledge.
• It gives prospective clients, employers, investors, or partners assurance that you know what you’re talking about.

How can you be sure your content is delivering value? Only publish a post when you have something to say. Filler posts dilute your authority and detract from your LinkedIn presence.

Aside from creating value for your reader, here are three must-know best practices for compelling LinkedIn posts:

1. Don’t make your posts too short. You’ll need to write more than three lines to trigger the ‘See More’ option. This hard click tells LinkedIn that your content is interesting, which means it’ll be shown to more people.
2. Encourage conversation. Bland posts are easy to scroll past, so don’t be afraid to showcase your personality and express your opinion. Try asking questions, too. Just make sure they are quick and easy to answer.
3. Use emojis sparingly to emphasize a particular point and add visual interests to your posts.

Now it’s your turn

Equipped with these three tools, you have what you need to stand out and win on LinkedIn. There’s never been a better time to embrace online networking, so play around with your headline, re-work your about section, and level up your posts.