Over the past six months, I have seen a number of discussions started with the offer of a profile review. Most, if not all, have resulted in responses that exceed the 1000 mark. That is significant activity for any discussion, yet this topic rises to the top over and over again.
I started a similar discussion in late February and the response was exceptional. So many LinkedIn users were unaware or unsure of how a profile can and should be structured to best benefit them and sought assistance.
At that time, I responded to over 1200 requests and hopefully was able to give some degree of guidance and direction to those in need. I now have done over 2500 reviews and served over 200 clients and the success is measurable and documented. The focus of the review is direct and specific. It is not “I like the way it looks” or “there is not enough (???)”. It dives into the why and strives to develop an understanding of a process that the user can apply.
Over the past month, I’ve seen many requesting multiple reviews from those who offered to review the profile. The question that arises from those multiple requests is one of what is expected in a review, free or otherwise. As I did some research and revisited some profiles, I saw minor changes, major changes, or nothing at all. It seems some were waiting for the “magic pill” that would answer all of their questions and make their profile do exactly what they expect it to do. Please take note of the “they expected the profile to do…” The profile, in and of itself, is nothing more than a tool and various strategies can be utilized to maximize search indexing results and still maintain a highly professional structure and visual appeal.
If the resume is the main course, then the LinkedIn profile is the appetizer. Both have a place in the process. While similar, they are also different in nature and use. The profile whets the appetite of the reader. It disseminates achievements, competencies, and skills that employers are seeking. It begs the reader to ask for more. It potentially results in a contact. In order to be an effective tool, it must also be searchable, based on keyword insertion. The areas that have the most impact are the title and headline areas, followed by the summary, experience, and interests sections of the profile. An area that appears to be valuable is the “Skills & Endorsement” area. I do not recommend removing that section as it has some value, but not from the perspective of a search. If the section is there, or is removed, the search indexing is exactly the same. In order words, zero weight is placed on that part of the profile from an algorithm perspective.
Another area to consider is activity. The profile will not do it by itself, yet many seem to believe that it will. Many types of activity will generate interest and views. Ultimately the questions go far beyond the profile structure and fall more in the direction of understanding and using LinkedIn as a strategic tool.
So as you consider the feedback, ask a few questions about yourself and the reviewer.
• What data does the reviewer have to support the efficacy of the proposed changes?
- Did search rankings improve? Why, or why not?
- Does the profile maintain professional structure or is it just keyword insertion? The first is the only acceptable alternative.
If the changes have no impact on a search, they are ineffective.
• How does the reviewers profile rank in a search? And why?
- When you do a keyword search for the reviewer, based on their title, where do they appear? Page one? Further back? You can’t find them?
Proper structure and targeted insertion of titles and keywords result in top rankings. As anexample, if you search on “LinkedIn SEO Expert” or LinkedIn and Media Authority Expert”, my profile is on page one and in the top three. #1 – Viveka Von Rosen! That should be no surprise. She has earned that place in the rankings, regardless of her profile structure.
Nonetheless, the top three is just fine for me. Prior to changing the structure from a focus on job seeker to marketing, my previous titles and structure kept me at or near the top in an entirely other category…retail. The profile can be oriented to maximize search indexing as you desire. I can move it back and forth at will. And so can you!
If the reviewer can’t develop a profile for themselves that gets them a top ranking, why would you believe that they can do it for you? I'm not trying to be over critical or harsh. It is just fact and is not personal in nature whatsoever.
• What other areas of expertise do they bring to the table?
Recruiter? Hiring Manager? Professional resume writer? All have a role in developing appropriate text. Will all have slightly different viewpoints? Absolutely. But all are sincere in offering the best advice to you.
So while you seek out the information that you need to meet your objectives, consider the sources. All are well meaning. Some bring exceptional talent; others do not have the overall expertise to offer more than to be supportive and offer the advice that they are comfortable in giving (which is a good thing).
Most of the following do not offer a free review but contribute an enormous amount of valuable information to discussion groups in many of the job related groups. Lisa Rangel, Dave Reilly, Beata Staszkow; just to name a few.
Take a final look at both sides of the process. From the user perspective, seek out advice and then choose wisely. Don't act on impulse. From the reviewer perspective, "Primum non nocere" (Latin)… "First, do no harm." Consider the considerable impact that you can have and proceed with caution and do not wander beyond your talent area.
You will succeed in your job search. Believe it!
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