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7 Things You Need on Your LinkedIn Profile



Simple, Cost-Effective Approaches for 8-Figure B2B Businesses

As Seen In
by Mary-Rose Hoja in LinkedIn
  1. Keep the most important info ABOVE THE FOLD
  • Take out your phone
  • Open the LinkedIn app
  • Don’t do anything but look at the screen. Don’t click or scroll
  • You are looking at “above the fold”

Are you FASCINATED by what you see?

This is where employers and clients look first. Don’t waste this prime real estate like most people do! Cut and paste the first 10 words in your Headline, Summary, Experience, Recommendations into a fresh email (pretend you are emailing a contact about you. Would you be fascinated to learn more?

Examples of great first words:

  • an action/proof phrase (award-winning)
  • what you are (communication manager)
  • who you help (types of companies/people recognized by your targets)

2. Your Headline Must be Cut-and-Pasteable

Try having the same photo and headline on Linked In, Twitter, your Gmail, wherever you are online. Systemic, efficient, simple.

I use and recommend the 4-step Headline System:

  • What you are (LinkedIn Trainer)
  • Who you help (you!)
  • How you help them (get work from your LinkedIn Profile)
  • Proof & credibility (TED & Science)

3. Photo

Your potential employer and client must “see” you in the role.

  • Look at the previous role holder’s photo.
  • Look on Google images for the way the CEO dresses.
  • Half-smiles work best if you’re not sure.

4. Summary

  • Be concise
  • Use first person language (“I am” not “Mary-Rose is…”)
  • Expand the 4-Step Headline System. Mix and match the “4 Steps” to fascinate from the first word of each paragraph (What you are, who you help, how you help them, proof & credibility). Examples of great first words:
      • an action/proof phrase (award-winning)
      • what you are (communication manager)
      • who you help (types of companies recognised by your targets)
  • Future roles of interest
  • Call to action (what do you want me to do next? How do I find you?)

5. Experience

You need to give recruiters and clients something to say about you. Hint: do you know which problem you solve?

  • Expand your summary with concrete numbers on how you solve a problem, or helped reach an ambition
  • If you don’t have a track record, say what your company does. This makes you look bigger


Made [what] better/faster/cheaper by [number] % or $ or months.

Works with [number] clients in [number] countries.

6. Education and volunteer work.

Adds credibility, depth, story, and personality to your profile. The personal connection is often the seed of business.

7. Recommendations

From people who mirror your target, or your target’s customers. Have a recommendation for each position you want to highlight. Draft your own recommendation so that you highlight what you want, and build it around the 4-step system.

  • Step 1: Start with a killer line
  • Step 2: Describe your relationship
  • Step 3: Specify a feature that stands out
  • Step 4: Add a personal touch, name a personality trait (use humour, if you can!)
  • Step 4: End with your solid recommendation


Do something at least once a month (every 7-10 days if you can!). Keep it fresh and vital!

Here are some ideas on how to update your LinkedIn Profile:

  • Status updates (fabulous for quick and simple images and graphics, things like “Happy Tuesday”)
  • Posts – WAY better than updates for writing, as you get stats. Stats are so much fun (and important!). If you post often, have them right at the top.
  • Have a funky background image and change it often. Include a call to action.
  • Projects – excellent to see who was in your team, and a great way to illustrate your experience (who you help, and how you help them. Credibility, again.
  • Employers and clients look first in their own industry. Observe who posts articles and discussions. “Like” those you like, comment on those you feel comfortable with. People now skip straight to comment sections and see who “liked”. So you need to be there. Only do what you can stand for (credibility, always)
  • Pro Tip #1: ALWAYS turn off notifications before changing your profile
  • Pro Tip #2: Tuesdays around 2pm are a great time to send updates and contact people because they are more receptive.
  • Pro Tip #3: If you just met someone you want to impress, post online or contact them with something RELEVANT TO THEM within 24 hours of meeting them. Again 7 days later. Again 30 days later. The 24/30/7 Rule is a brilliant way to maintain your network and drive attention your way.


Simple, Cost-Effective Approaches for 8-Figure B2B Businesses