Building a Strong LinkedIn Profile: 6 Elements to Include

Let’s be real—before someone schedules that interview, replies to your networking message, or even remembers your name, they’re checking out your LinkedIn profile. It’s basically your digital handshake, your personal billboard, and your online resume all rolled into one.

And whether you’re job hunting, building your personal brand, or just trying to look like you actually exist online (hi 👋), having a strong LinkedIn profile matters. The good news? You don’t need to be a tech wizard or a professional writer to make it work for you.

In this post, I’m breaking down the six key elements every LinkedIn profile needs to stand out—and actually reflect who you are, what you bring to the table, and where you’re headed. 

Let’s build a profile you’re proud to share, shall we?

1. A Professional (But Not Boring) Profile Photo

Let’s start with the obvious: people will judge your profile based on your photo. It’s human nature. In fact, LinkedIn says that just having a profile picture makes your profile 14x more likely to be viewed. Wild, right?

But here’s the thing - it doesn’t need to be some stiff, ultra-corporate headshot. It just needs to look polished and reflect the version of you someone might meet on a good day at work. 

Here’s what you should do:

• Use a clear, high-resolution image (minimum 400x400 px). 

• Choose a clean background - think neutral tones or office settings. 

• Make sure your face takes up around 60% of the frame. 

• Wear what you’d typically wear to work or a casual meeting in your field.

• Smile if it feels natural - it makes you seem approachable. 

Here’s what you shouldn’t do:

• Crop yourself out of a group photo.

• Use selfies or overly filtered images. 

• Include pets, kids, sunglasses, or vacation vibes (save that for instagram).

Tip:

Not sure where to start? Grab a friend with a decent phone camera, stand near a window (hello natural light), and take 10 shots in different poses. Choose your favourite and upload it. 

Action Step: If your photo is more than two years old, take a new one. And build brand consistency by using the same photo across your professional channels (email, Zoom, Slack, etc.)

2. A Headline That’s More Than Just Your Job Title

Most people treat the LinkedIn headline like it’s a default setting: “Marketing Manager,” “HR Professional,” or “Software Engineer.” Cool, but… generic. This tiny line of text is one of the most visible pieces of your profile - it shows up in search results, connection requests, and even Google. So make it count. 

Your headline is your chance to brand yourself. Tell people not just what you do - but how you do it, who you help, or the value you bring. 

Try this simple formula: [What you do] + [Who you do it for] + [How you add value]

Examples:

• Helping small businesses grow through data-driven marketing strategies

• Empowering teams to work smarter, not harder, through HR tech & culture design

• Creative storyteller | Copywriter for brands who want to sound like humans

• Helping service-based entrepreneurs scale their businesses through storytelling + brand strategy

• Full-Stack Developer | Turning complex problems into clean, functional code

• Executive Assistant | Master of Calendars, Chaos, and getting sh*t done

  
  

You’ve got 220 characters - use them. 

Why it matters:

A strong headline helps you show up in recruiter searches. So if you’re looking to pivot or level up, include the keywords for the job you want, not just the one you have. 

Pro tip:

Add personality if it feels right. Keywords open the door. Personality keeps people interested. 

Action Step: Rewrite your headline to reflect your impact and goals. Not sure what to say? Ask a trusted colleague: “How would you describe what I’m great at in one sentence?”

And don’t be afraid to tweak it as your career evolves.

3. An “About” Section That Actually Tells Your Story

Ah, the “About” section. Possibly the most underused - but most powerful - part of your LinkedIn profile. It’s your chance to speak directly to whoever’s reading. Think of it as your personal highlight reel meets coffee chat intro. 

Forget the third-person bio that sounds like a press release. Talk like a real person. Tell your story, your passions, and what you’re working toward. People want to connect with people - not just titles. 

Here’s a framework that works:

• Start with a hook or a quick story: Why did you choose your field? What excites you about it?

• Talk about what you’re great at, what problems you solve, or who you help.

• Sprinkle in some personality. (Love coffee? Obsessed with spreadsheets? Fan of Game of Thrones? Go off—this makes you memorable.)

• End with a call to action or next step: “Let’s connect,” “Always open to chat career growth,” or “Reach out if you’re hiring!”

Example:

“I help companies build workplaces people don’t want to leave. With 10+ years in HR and culture strategy, I specialize in designing people-first programs that drive engagement, retention, and real business results. Whether I’m launching a DEI initiative, leading leadership development, or hosting a culture workshop—I bring heart, humor, and a get-it-done attitude. Outside of work, you can find me planning overly themed birthday parties, chasing my 7-year-old, or cuddling my Frenchie. Open to conversations about all things people, purpose, and career pivoting.”

Tips:

• Keep it between 3-5 short paragraphs. 

• Use bullet points if you want to highlight key achievements or skills.

• Include keywords for your industry (recruiters use them to search). 

• Avoid buzzwords unless you can back them up (“results-driven through leader” needs proof). 

Action Step: Open your current “About” section and read it out loud. Does it sound like you? If not, rewrite it like you’re introducing yourself at a networking event. 

4. Experience That Highlights More Than Just Your Job Titles

This section is not your resume copy-pasted. Your Experience on LinkedIn should read like a mini portfolio - a mix of storytelling, credibility, and receipts that show what you’ve done and why it mattered. 

Sure, your title and company matter, but what really gets attention? Results. 

Think of this as your formula:

[What you were hired to do] + [What you actually accomplished] + [How it helped the team/company]

Example:

• Basic: “Managed a team of 5 and led weekly meetings.”

• Better: “Led a team of 5 creatives to launch 3 major campaigns in 2024, resulting in a 27% increase in engagement and 2 new client contracts. Implemented a new feedback loop that improved internal turnaround time by 40%.”

For each role, try this:

• Start with a quick summary of what the company does (especially if it’s not well-known).

• Use bullet points to break down your key responsibilities and accomplishments. 

• Focus on results - numbers, outcomes, and wins. Did you grow something? Save time? Increase revenue? Automate a messy process?

• Include media if you’ve got it: links to projects, articles, videos, or even a portfolio.

Bonus Tip:

Customize your descriptions to support your future goals. Want to pivot into leadership? Highlight the times you led or coached others. Want to break into tech? Emphasize your tech-adjacent skills and tools you’ve used. 

Action Step: Revisit your last two roles. Rewrite at least one bullet point in each to showcase a result or transformation. Don’t just say what you did - say what happened because you did it. 

5. Skills & Endorsements That Actually Reflect What You Do

The Skills section often gets treated like an afterthought - just a list of buzzwords people scroll past. But when done right? It’s a search engine magnet and a credibility boost, especially when paired with endorsements. 

It should reflect the core of what you’re known for, what you enjoy, and what you want to keep doing.

What to include:

• Core functional skills: Project Management, Financial Forecasting, UX, Design, Talent Acquisition.

• Tools/Tech: HubSpot, Salesforce, Canva, Figma, Excel, etc. 

• Soft skills (sparingly): Leadership, Communication, Problem Solving - use these only if others have endorsed them. 

LinkedIn allows up to 50 skills, but your top 3 are the most visible - so choose those strategically. 

Example:

For a People & Culture Leader:

• Top 3 Skills: Employee Engagement, Leadership Development, Organizational Culture

• Others: Conflict Resolution, Performance Management, BambooHR, Event Planning

Endorsements:

These give your skills credibility - especially when they come from colleagues, leaders, or clients. Don’t be shy about asking for endorsements, and definitely return the love. This is where reciprocity works magic. 

Pro tip:

If you’re making a pivot or rebrand, reorder your skills to reflect your next move. LinkedIn lets you drag and drop - use that!

Action Step: Review your top 10 skills. Are they aligned with your strengths and career goals? Rearrange or refresh them, and message 2-3 colleagues asking for an honest endorsement (offer to swap!)

6. Recommendations That Speak for You (So You Don’t Have To)

You can talk about your strengths all day - but when someone else vouches for you? That’s social proof. That’s credibility. 

LinkedIn recommendations are short testimonials from people you’ve worked with - managers, teammates, direct reports, clients, collaborators. They give depth to your experience and validate your impact in the real world. 

A profile with even just three solid recommendations instantly stands out.

Who to ask:

• A boss or mentor who can speak to your growth

• A peer who worked alongside you on a project

• Someone you managed or mentored

• A client or customer if you’re in a service-based role 

How to ask (without it being awkward):

Send a short, specific message. Something like:

“Hi [Name], I really enjoyed working with you on [project or team]. I’m refreshing my LInkedIn and would love a quick recommendation if you’re up for it! If helpful, I’m happy to send a few bullets to make it easy. And of course, I’d be glad to write one for you too!”

What makes a good recommendation:

• Specific outcomes or strengths (“She helped us cut onboarding time by 30%)

• A sense of who you are to work with (“Always calm under pressure and knows how to make people feel heard”)

• Short and sweet 2-4 sentences is perfect

Tips:

• Be intentional with who you ask. Former managers, coworkers, clients, direct reports - each offers a different perspective. 

• Make it easy. When you ask, offer a few reminders of what you worked on together or the impact you had. People are more likely to write a thoughtful rec if they’re not starting from scratch. 

• Aim for variety. A mix of perspectives (and industries if relevant) shows depth. 

Pro Tip:

Don’t leave this blank. Even one well-written recommendation gives your profile more warmth and trust. 

Action Step: Reach out to 2 people this week to request a recommendation. 

Bonus: Offer to write one for someone whose work you admire - it’s a great way to show appreciation and get visibility. 

Conclusion

Your LinkedIn profile isn’t a “set it and forget it” situation. It should grow with you, reflect your current goals, and make people want to know more about you.

Let’s recap the six key elements:

1. A clear, professional profile photo.

2. A headline that shows what you really do.

3. An “About” section with some heart and personality.

4. Experience that highlights your impact, not just your job. 

5. Skills & endorsements that match your strengths. 

6. Thoughtful recommendations that back you up. 

Even updating just one or two of these can make a big difference in how you show up online. 

So take 30 minutes this week, do a little LinkedIn glow-up, and watch how much more confident you feel sharing your profile. 

And hey - if you update yours and want a second set of eyes, drop me a message or tag me. I’d love to cheer you on. 

A Final Note

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