The more time I spend on LinkedIn – and I spend a lot of time on LinkedIn! – the more I am fascinated by the way the platform works, and how people respond to the ever-evolving nature of the way we interact with others online. Your LinkedIn profile is a professional storefront, and we’ve moved far beyond it being simply a place to reflect your work experience. With more than 1 billion users on LinkedIn, it’s critical to understand the psychology behind successful LinkedIn profiles. Let’s explore how behavioural science can help you build your LinkedIn presence.
The first impression
It’s an adage that’s backed by research. First impressions are formed within seconds, or often in a tenth of a second, and they’re mostly based on visual cues. Your LinkedIn profile picture is one of the most critical elements in shaping this initial perception. A professional, high-quality image that conveys warmth and approachability significantly enhances your credibility. According to studies, profiles with photos receive up to 21 times more profile views and 36 times more messages than those without. Yes, you should book that professional headshot appointment. Invest in a professional headshot that reflects your personality and professionalism – it’s worth every second and every cent. Just as important as your profile picture, your headline should speak volumes about your expertise. It’s a short statement, and it appears prominently next to your name. Once someone has read your name, they’ll read your headline next. A compelling headline should go beyond your job title. Your headline should encapsulate your unique value proposition. Don’t settle for a boring job title! Create a headline that speaks to who you truly are, highlights your role, and conveys what you can offer to potential clients.
What people read next
When you click on someone’s LinkedIn profile, your eyes naturally gravitate downwards. Remember this, as you review and optimise your LinkedIn profile towards generating more interest from your target audience. After they’ve looked at your profile picture and read your headline, people will scroll down to your summary. Your summary is where you tell your story, showcase your personality, and articulate your professional goals. When you’re creating your LinkedIn summary, remember to:
- Write in the first person: Consider yourself speaking to an audience of one, and talk to them as though you are in a one-on-one conversation. Writing in the first person creates a more approachable tone, inviting people to connect with you on a personal level.
- Outline your professional journey: You don’t need to list your job roles here but think about the way you’ve travelled through your career. Briefly outline how you’ve moved through industries, sectors, and roles, to where you are now.
- Share insights on the challenges your target audience face and how you help them to overcome those challenges.
- Talk about what motivates you: Everyone has different motivations and goals for their professional life. Share what drives you in your career and what you are passionate about achieving through your career.
- Include a Call To Action (CTA): A warm, yet direct, CTA encourages people to connect with you or visit your website to learn more about what you have to offer.
Highlight your skills with keywords
Integrating relevant keywords throughout various sections of your LinkedIn profile increases your discoverability on the platform. This helps people find you more easily when they’re searching for professionals with a particular type of skill, experience in an industry, or expertise. Think about the terms that are commonly associated with your industry and role. Use these and incorporate them across your profile, including your headline, summary, work experience, and skills sections. You can also list your skills on your LinkedIn profile, and have people endorse you for them. Aim to showcase a diverse set of skills, as this enhances your credibility and increases your likelihood of being discovered by others in your field. My rule of thumb? Aim for at least five skills that reflect hard and soft skills relevant to your profession.
Build your connections and nurture your relationships
The psychology of networking plays a key role in how people successfully rise to prominence (yes, I intended to make this pun…) on LinkedIn. As you scroll your LinkedIn feed, you’ll notice that content shared by your personal connections is prioritised by the LinkedIn algorithm. Content shared by people within your network is more likely to appear in other people’s feeds, and that’s a great opportunity to capitalise on the power of your network. Here’s how:
- Create compelling content: Create content that resonates with your network and your target audience. The psychology behind content engagement suggests that people are drawn to posts that evoke emotions or provide value. Share your personal stories, because authenticity wins on LinkedIn. Integrate visually appealing aspects into your content, and encourage interaction. Ask those questions, invite opinions, and spark conversations. That will help you keep showing up in other people’s LinkedIn feeds, and more.
- Actively engage with your network: Dedicate time and attention to your network. Regularly comment on and share posts from connections to cultivate deeper relationships.
- Keep it personalised: Whether it’s a connection request, a follow-up message, or a comment, always keep it personalised. Address people by their name, reflect on a shared experience, or common ground, and never forget to add a personal touch to every interaction.
- Ensure you use hashtags effectively: Hashtags play an important role in increasing the visibility of your content on LinkedIn. When you categorise your posts by adding relevant hashtags, you make it easier for people interested in those topics to discover your content, and easier for the LinkedIn algorithm to find it. When your content is easy to find, people will respond more effectively to it. I always recommend adding up to three hashtags per post.
Now that you’ve learnt a little more about the psychology behind LinkedIn, start thinking about how you can integrate your newfound knowledge and grow your online presence. Your future as a thought leader awaits!
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