Recruiters search LinkedIn every day to find candidates, often before a job is even advertised. A strong LinkedIn profile works like a CV that's always online, helping the right opportunities find you. Yet many profiles are incomplete or generic. These practical tips will help you build a profile that ranks in recruiter searches and makes people want to contact you.

Why Your LinkedIn Profile Matters

  • Recruiters use LinkedIn search filters for job titles, skills and locations.
  • Hiring managers check your profile after reading your CV.
  • A complete profile builds credibility with clients and contacts.
  • Your network can refer you to hidden opportunities.

1. Use a Professional Profile Photo

Profiles with photos receive far more views and messages. Choose:

  • a recent, clear photo where your face fills most of the frame,
  • good natural lighting,
  • a simple background,
  • clothing appropriate for your industry,
  • a friendly expression.

You don't need a professional photographer. A modern phone camera and good light work well.

2. Add a Banner Image

The banner behind your photo is prime space. Use it to show your profession, a key message or your company branding. Free tools like Canva have LinkedIn banner templates.

3. Write a Headline That Sells

Your headline appears in search results, comments and messages. By default, it's your job title, but you have 220 characters to say more.

Formula: Role | Specialism | Value you deliver | Keywords

Examples:

  • "Data Analyst | SQL, Power BI, Python | Turning data into decisions for retail brands"
  • "Software Engineer | React & Node.js | Building fast, accessible web apps"
  • "Aspiring UX Designer | Google UX Certificate | Passionate about accessible design"

Include keywords recruiters search for.

4. Craft a Compelling About Section

Your About section is your story in your own voice. Aim for 3–5 short paragraphs:

  1. Hook – who you are and what you do.
  2. Experience and strengths – key skills and specialisms.
  3. Achievements – two or three results with numbers.
  4. What you're looking for – roles, projects or collaborations.
  5. Call to action – how to reach you.

Write in the first person and naturally include keywords related to your target roles.

5. Optimise Your Experience Section

Treat each role like your CV:

  • use your real job title, adding a clarifying keyword if helpful,
  • write a one-line summary of the role,
  • list 3–5 achievement-focused bullet points with numbers,
  • add media such as presentations, reports or project links.

For more on writing achievements, see our guide on how to write a CV.

6. Add Relevant Skills

You can list up to 100 skills, but focus on the most relevant ones and pin your top skills. Skills are heavily used in recruiter searches. Ask colleagues to endorse your top skills, and take LinkedIn skill assessments where available.

7. Get Recommendations

Recommendations are written testimonials from managers, colleagues and clients. They provide powerful social proof. Ask people you've worked closely with, and make it easy by suggesting what they might mention. Offer to write one for them too.

8. Show Education, Certifications and Courses

Add degrees, certifications and relevant online courses. Certifications from Google, Microsoft, AWS, HubSpot and similar providers can help your LinkedIn profile appear in more searches.

Pin your best work: portfolio pieces, articles, presentations, case studies or media coverage. This lets visitors see proof of your skills immediately.

10. Turn On "Open to Work" Wisely

You can signal you're open to opportunities either to recruiters only (more private) or publicly with the green photo frame. Specify job titles, locations and whether you want remote, hybrid or on-site roles.

11. Customise Your Profile URL

Change your URL from a random string to something clean, such as linkedin.com/in/firstname-lastname. Use it on your CV and email signature.

12. Be Active on LinkedIn

A strong LinkedIn profile gets more views when you're active:

  • share insights and lessons from your work,
  • comment thoughtfully on posts in your industry,
  • congratulate connections on achievements,
  • post about projects you've completed.

Activity increases your visibility to recruiters and builds your reputation. Our LinkedIn marketing guide has content ideas.

13. Grow a Relevant Network

Connect with colleagues, classmates, recruiters in your industry, and people at companies you'd like to work for. Add a short personal note to connection requests. Quality matters more than quantity.

LinkedIn Profile Checklist

  • Professional photo and banner
  • Keyword-rich headline
  • About section with achievements and call to action
  • Achievement-focused experience entries
  • Top skills pinned and endorsed
  • At least two recommendations
  • Certifications and courses listed
  • Featured section with your best work
  • Custom URL
  • Posting or commenting weekly

How Recruiters Search for Candidates

Understanding recruiter search helps you choose the right keywords. Recruiters typically filter by job title, location, skills, current company, years of experience and industry. They often type in exact phrases from their job descriptions. Look at five job ads you'd love to get, list the words that appear repeatedly and make sure the honest ones appear in your headline, About section, experience and skills.

Common LinkedIn Profile Mistakes

  • Leaving the headline as just a job title.
  • No photo or an unprofessional photo.
  • An empty About section.
  • Listing duties instead of results.
  • Inconsistent details compared with your CV.
  • Only logging in when job hunting.

Final Thoughts

Your LinkedIn profile is often a recruiter's first impression of you. Invest a few hours to complete every section, focus on keywords and achievements, and stay active. The effort compounds: the better your profile, the more opportunities come to you. Find more advice in our career advice section.