SEO For LinkedIn: Crafting A Profile To Attract The Right People
By Tim Walker
LinkedIn is essentially a massive business search engine. It's array of advanced search options (school, work history, years of experience, degree, skills, etc) offer a hiring manager an unprecedented opportunity to vet a potential hire. LinkedIn can also be a powerful way of attracting candidates to your business. But (there's ALWAYS a but), you've got to know how to write your profile in order to be found.
We know the importance of SEO for Google, Yahoo and other search engines. If your website doesn't have the right words or the right content, no one will be able to find you! LinkedIn is the same.
Here at M Force we use a site called Wordle to give our recruiters and sales team a look into the SEO of their LinkedIn profiles. Wordle is a cool program that creates word clouds to help you visualize which terms are emphasized in your profile.
Here'a word cloud that shows the terms and keywords that are prominent in M Force Account Manager Catie Bush's profile
In this word cloud, the larger words are used more frequently. You can see that Catie's account is geared toward people searching for words like "SolidWorks," "CAD," or "Engineering."
Here's another example of a recruiter working for another agency.
As you can see, this recruiter's main keywords are things like "Technical," "Recruiter," and "Sciences." He's less likely to attract people looking for technical jobs because his profile doesn't reflect those competencies. He's more likely to be found by OTHER recruiters, not the people he's trying to hire.
To further illustrate the point, Forbes Magazine has some similar advice. Here's their list of "Ten Buzzwords To Cut From Your LinkedIn Profile in 2015."
5. Extensive experience
8. Track record
Why should you think about cutting these words from your profile? First, EVERYONE uses them. Second, they don't actually tell a potential client or candidate anything real about your company. Third, none of those words are the right things to say if you want people to actually be able to find you.
If you want people to find you on LinkedIn, use words that those people actually search for. Buzzwords and words that describe your job are unlikely to be productive. Instead, get inside the mind of your potential clients or hires, and craft your profile to reflect what they're likely to search for.