Keyword Strategy for Your LinkedIn Profile
Do you know how to choose the right keywords for your LinkedIn profile? Start with your goal in mind: For what do you want to be known? What executive job are you seeking? With a few smart tweaks to your LinkedIn profile, you will see the number of your profile views grow.
Start with Knowing What You Stand For
Your brand will dictate most of what goes into your profile. Certainly, your LinkedIn profile will contain your career history. But the way you craft it and the keywords you choose can help propel your profile to the top of the search results for the phrases on which you want to be found.
Let us examine an example of a senior vice president and chief operating officer. This SVO/COO is known for his turnaround strategy as well as for his financial leadership. In fact, he functions more like the CFO of the company than the COO. So his LinkedIn profile keywords are going to reflect his expertise. They might include:
√ Senior vice president
√ Chief operating officer
√ Turnaround management
√ Financial strategy
Of course, the details of what this person has done in his career are going to be much more extensive, but these are, broadly speaking, the categories of his expertise. So he would be wise to include these phrases in his headline, his summary, and in his experience sections.
Continue with What Hiring Executives in Target Companies Need to See
At the same time, he might be targeting a COO role. So he might collect several job descriptions of the COO role in his industry. These might require specific experience and expertise; his experience and branding should reflect exactly what the hiring executives in his target companies are seeking in their next hire. Although the LinkedIn profile is not a direct copy of the executive resume, elements of key experiences (less private corporate data that should never be publicized on LinkedIn) should be evident.
Wrap Up with a Quick Word Cloud View of Your Profile
If you are not sure whether your profile is promoting the right keywords, create a word cloud as a visual map of your LinkedIn profile. In the example above, the word cloud of the profile should show words like “financial” and “strategy” more prominently than, say, marketing or sales, words that are not in our keyword list. If you find that your keyword strategy has failed, you will need to rewrite or edit your profile until you are confident that the keywords you have chosen for yourself are the ones that LinkedIn will understand to be your branding.