LinkedIn is the social media platform of choice for the buzzing startup community, offering access to investors, mentors and potential clients. Key to reaching them is an optimised profile that tells your story while making you an attractive networking connection. In this article, we provide best practice tips and advice for how startup founders can create a LinkedIn profile that stands out from the rest.
In a recent Q&A with our own founder Kirsty Jarvis, we explored the profound impact a founder’s profile can have on a business’ growth trajectory and the essential steps to start building yours. While there are many avenues to explore, today we’re going to double-down on LinkedIn.
Establishing a strong professional presence on LinkedIn can be a gamechanger when done right. It offers you the opportunity to connect, share and build your credibility. If you’re an emerging brand, your PR team should be assisting you in building this out, as it’s often the first touchpoint for media, investors, mentors and even customers to get to know you. Therefore, it’s crucial to ensure your profile is working hard for you.
From networking, recruitment and building your brand visibility and credibility, to demonstrating your expertise as a thought leader, LinkedIn can be a goldmine for founders and leaders. But what does a ‘good’ profile look like?
LinkedIn profile best practices
You only get one chance to make a first impression, right? Below, we highlight LinkedIn best practice to make sure that you’re getting the fundamentals right, including:
Profile picture
Your profile picture is the first thing people notice when they visit your LinkedIn page. A high-quality, professional headshot conveys confidence, professionalism and approachability – not to mention the vibe you want to portray that probably underpins your workplace culture (it’s important to be authentically you). Ensure the photo is well-lit and in focus. A clean, uncluttered background helps keep the focus on you, and avoid overly edited shots. Journalists covering you and your story will require a hi-res headshot, so it’s wise to invest upfront!
Headline
Now you can craft a compelling headline that clearly states your role and the value proposition of your startup. As tempting as it might be, steer clear of fancy words and jargon. The simpler, the better. This level of clarity helps visitors quickly understand who you are and what you do, making it easier for them to connect with your mission. Journalists will also thank you for keeping things simple – trust us on that!
Summary
Your summary is your opportunity to tell your story. Keep it to the point, highlighting your background, your startup’s mission, the problem you’re trying to solve, your professional goals and any key experiences that led you to start the business – we call this your lightbulb moment. It’s often an overlooked part of the story that has the power to draw people in and get them behind you. Learning how to describe what you do succinctly and effectively is a crucial exercise ahead of your PR journey.
Professional experience
When detailing your professional experience, hone in on your entrepreneurial journey and achievements. Highlight roles that have shaped your skills and expertise and draw out your achievements using metrics and specific examples to demonstrate the impact you had. This approach shows potential investors and partners your capability and success in real-world tangible terms. No fluff allowed!
Skills
LinkedIn also allows you to list up to 50 skills, so while you want to take advantage of this feature, keep it relevant and tight. Just because you did a talk for an audience of four when you were 19, does not mean you are a seasoned public speaker. Focus on skills that are relevant to your industry and role – and keep updating them too.
Achievements
Achievements provide concrete proof of your success and capabilities, so it’s time to blow your trumpet and share significant milestones, awards and recognitions you and your startup has achieved. This can run from funding rounds and product launches to media coverage. They all work to build your credibility and attract interest from potential investors and collaborators.
Recommendations
You can also build in validation of your expertise by asking mentors, colleagues and partners for recommendations. You’ll be surprised how willing they are to help lift you. With a well-rounded choice of recommenders, you can show off a comprehensive view of your strengths to those who might be interested to ‘buy-in’ to you and your brand.
What to post on LinkedIn
Regular updates keep your network informed and engaged. Share news about your startup’s progress, industry trends and relevant insights. Consistency in posting helps keep you top of mind and demonstrates your active involvement in your field.
It’s not just about sharing existing content: it’s important to write your own too, as it allows you to delve deeper into topics that relate to your business and showcase your expertise. Get braver at sharing your unique perspective on industry developments, insights from your entrepreneurial journey and advice for other founders. Well-written articles can position you as a thought leader and attract a wider audience.
We know you’re time-poor, and writing longer-form articles is not always going to be feasible – which is why it’s equally great to mix it up and add in some quickfire posts that dish out tips! When it comes to igniting discussions, short posts can be super impactful.
But it’s not all about you! Don’t forget to share and engage with others’ posts. Yes, it will all feed into increasing your visibility and building relationships, but be sure to do it with sincerity, not for your own win. Join groups related to your field and participate in discussions – it’ll keep you both connected and informed.
Take advantage of LinkedIn’s learning and analytics tools
Finally, don’t forget to tap into LinkedIn’s learning and analytics tools. There’s a wealth of courses on offer, from technical skills to leadership development. And keeping track of the performance of your posts and articles will help you to refine your content strategy and make posts for your audience that resonate and help you grow your influence.
If you want to get kickstarted, but don’t have the time, the Luminous crew are on hand to help with our LinkedIn profile management service.
By Kirsty Jarvis
Kirsty, our CEO and founder, has spent the past two decades in PR and marketing roles, resulting in a wealth of experience leveraging the power of media and creating impactful campaigns for hundreds of startups and well-known brands.
