We're excited to feature Maria Kaneva, our Community Manager at Amusnet and a recognized expert in LinkedIn marketing. With her insights into personal branding, she knows how a well-crafted LinkedIn profile can truly make a difference.
1. Maria, you’ve come across a wide variety of LinkedIn profiles in your experience. What’s the first thing that catches your eye when you land on someone’s profile, and why do you think personal branding on LinkedIn has become so essential today?
The first thing that catches my eye is the headline and profile picture, as these are often the only elements visible when you hover over a profile. They are the initial "hook" that gives me a sense of who the person is and what they stand for. It's important to include your job title as a relevant keyword that recruiters search for, but don't stop there - highlight the impact you make and your unique strengths. A compelling headline communicates the job title and the value a person brings. For example, "Marketing Specialist" could be expanded to "Marketing Specialist | Helping brands leverage social media to reach the right audience," which gives a clearer picture of the person's expertise and approach.
Personal branding on LinkedIn has become essential because it allows you to shape the narrative around your professional identity. With so many professionals on the platform, it's not enough to just list your job titles and responsibilities. Your personal brand is your chance to show the unique value you bring to your field, share your insights, and build credibility. In recent years, employers and clients have often "met" you on LinkedIn before they meet you in person. Crafting a strong, authentic presence is crucial for making a lasting impression.
2. We all have that job or experience that doesn’t exactly fit our current role, but it’s still part of our journey. What’s the best way to include unrelated experiences on your LinkedIn profile without it feeling out of place?
Think of unrelated experiences as opportunities to showcase transferable skills. It’s all about framing them to align with your current career goals. If you once worked in customer service but are now in marketing, emphasize skills like communication, problem-solving, or customer insight. These are valuable in almost any role and can demonstrate a diverse skill set.
Use the About section to connect the dots for the reader. Explain how that seemingly unrelated role helped you build a skill instrumental in your current position. It shows you have a well-rounded background and can adapt and learn across different fields. Plus, including a range of experiences highlights your growth journey and can make your profile more relatable and authentic.
3. The skills section can be tricky—too many feel like a shopping list, but too few might not show your range. What do we do to make the most out of the Skills section?
The key is to focus on quality over quantity. Instead of filling the section with every skill you’ve ever touched, prioritize the top 10 to 15 skills most relevant to your current role and career goals. These should align with the keywords that hiring managers or clients would be searching for in your field.
Endorsements are valuable here, too. Getting endorsements from colleagues or clients for your most important skills boosts credibility. Also, if you’re pursuing a career shift, consider adding a few skills related to your target role to show that you’re actively building expertise in that area. It shows growth and keeps your profile dynamic and evolving.
4. What tips can you share to increase visibility and ensure your posts get noticed without coming across as too pushy? Why is it important to post regularly on LinkedIn?
Posting regularly on LinkedIn keeps you top-of-mind with your network. It’s a way to share your expertise, spark discussions, and grow your visibility. But consistency doesn’t mean spamming your network; it’s about sharing valuable content that resonates with your audience.
To increase visibility, use these tips:
- Post with a purpose: Whether you’re sharing industry news, personal experiences, or professional tips, make sure your content adds value.
- Engage with others: Comment thoughtfully on posts within your network. It’s a two-way street; engaging with others encourages them to engage with your content.
- Use visuals and storytelling: Posts with images, videos, or even simple graphics tend to perform better. Stories or anecdotes that offer a lesson or insight can also make your posts more relatable and shareable.
- Leverage hashtags: Use relevant hashtags to expand your reach, but don’t overdo it. Three to five well-chosen hashtags are usually enough.
5. Some people provide minimal details about their roles, while others go overboard. How can one effectively share their experience? Do you have any tips for organizing this information, or prefer bullet points or shorter descriptions?
The sweet spot is to provide enough detail to give context, but not so much that it overwhelms the reader. A good practice is to use bullet points for key achievements and responsibilities. This format is easier to read and allows you to highlight the most important aspects of each role.
Start each bullet point with a strong action verb and focus on quantifiable achievements wherever possible. "Increased sales by 30% through targeted social media campaigns" is more impactful than "Responsible for social media." Include a brief description that provides an overview of the role, followed by 3-5 bullet points showcasing your most significant contributions. It’s about painting a picture of your impact without getting lost in the details.
6. Let’s discuss the often-overlooked Featured section. Is it a valuable tool for everyone, or does it work best for specific profiles? What are some ways it can amplify one’s personal brand?
The Featured section is valuable for almost everyone because it allows you to showcase content that strengthens your brand. It’s perfect for highlighting your best work, whether a presentation, a project, an article you’ve written, or even a testimonial. Think of it as a portfolio section—what do you want people to see first?
For job seekers, it could be a case study or a portfolio piece demonstrating your skills. For thought leaders, it might be your most popular articles or interviews. The goal is to provide quick access to your best work, adding depth to your profile. It’s a great way to drive engagement and make your profile feel more vibrant.
7. Before we end, Maria, what innovative approach would you recommend for someone looking to refresh their LinkedIn presence and truly connect with their audience?
One effective approach is to showcase your expertise through project highlights or case studies in the Featured section, such as sharing documentation of a key project. Writing insightful articles or how-to guides can also demonstrate your knowledge and add value to your network.
Additionally, engage in professional discussions on LinkedIn by offering advice or sharing resources. This positions you as a valuable resource and keeps your profile dynamic and engaging.
