With over 400 million users, LinkedIn is the go-to place for professionals in 2015. It’s the perfect place to network and meet new people. However, due to the scale of the platform, it also means you’re in competition with millions of other professionals all over the world. We’ve previously written about how to get the perfect LinkedIn profile, but now we’re delving deeper and taking a closer look at 4 different personas that use LinkedIn. How can you optimise your profile as a student, rising professional, entrepreneur or senior leader? Read on to find out.

This article first appeared on LinksHumans. It’s written by Ruby Lowe who is a Senior Account Executive at Link Humans. Her main passions include Tesco Meal Deals and anything to do with dogs!

Did you know?

  • The headline is where eyes are drawn too first when the profile is viewed. It needs to be succinct, full of keywords and should act like a business card. Short, snappy and let users know exactly who you are and what you do.
  • Profiles with a photo get 14x the views than profiles without photos. Keep it professional but don’t be afraid to inject some personality into it.
  • Using keywords in the headline, summary and experience sections will improve your search ranking.
  • Using bullet points will make your profile easy to read.
  • Members of LinkedIn with volunteer experience receive 6x the views.


  • Be professional, but make sure to show your personality through your photograph!
  • Yes, you really do have experience! Include summer jobs, internships and volunteering.
  • Include rich media in your experience. They pack a punch!

Rising professional:

  • Don’t use your job title in your headline. Illustrate your experience and highlight a passion or two.
  • Have a warm and welcoming expression in your headline.
  • Write your summary in a conversational tone. It should read like you were sharing your accomplishments with a friend.
  • Prioritise your skills and endorsements.


  • Upload a custom header photo to your profile. it will make an impact and show off your brand.
  • Use your summary to show off the human side or your company. Create a sense of trust and comfort.
  • Use the experience section as your own personal portfolio of work by uploading rich media.
  • Recommendations make you look reliable. Ask connections and previous clients to give you a short recommendation.

Senior leader:

  • Use the header to inject some personality and show off your career highlights.
  • Write a post to expand your network beyond your connections, and share your insight.
  • Include your volunteer experience.
  • Include your certifications. It will show that you’ve kept your skills sharp!