I had a client send me a rather nasty email this week.

He liked the profile we wrote for him. It captured his voice well. It told his story. And clearly spelled out where he wanted to go next in his career.

Then he uploaded it to his live LinkedIn Profile and guess what happened?

His views went down.

Does a dip in profile views mean your new profile sucks?

Not necessarily.

If this happens to you, here’s why and what you can do about it.

Your Current Network Isn’t Keen on Your New Keywords

The network you’ve built up until this point has been focused on and responding to your past profile, the old messages and all the old keywords you used to have.

When you update your profile, that old network may not respond to the “new you” which you have put out there. Therefore, there’s less relevance to them, and they may not have a reason to click.

But what do you care about, pleasing your old network (which got you to where you are now in your career) or attracting a new network (which will help you get to where you want to go)?

One of the key philosophical differences between a resume and a LinkedIn Profile is that a resume focuses on past performance, whereas your profile demonstrates your future value. It’s worth thinking about this because it can affect your expectations and your engagement with this relatively new platform.

Use Your New Profile to Get a New Network

Some people have what I call, “Profile-itis”. It’s a disease wherein the victim falsely believes that a new LinkedIn profile will not only magically increase views, but will also land them a new job, and grow their network size without any additional effort.

The reality is that a new profile is a platform to stand on, a baseline from which you can grow your own network more proactively, the result is a new job. You still need to do the work. And profile views are a direct response to how much networking you’re also doing.

If you want more views, you need to view other profiles!

It makes sense. By using your new messaging and keywords, your targeted People Searches will result in more relevant people to connect with, and improve the response rate when you communicate with them.

For example, if I started to view profiles of people I want to connect with, but my profile is old and not related to this new direction, it’s less likely they will view me back, let alone agree to connect with me.

But with a new profile, geared toward your future direction, the focused people searches and connection requests will be way more fruitful for you.

A Lot of Bad Cookies, or One Amazing Cookie

Which would you rather have, a jar of 100 cookies, or 1 gourmet cookie?

It only takes one, highly targeted and highly motivated connection to get you into your dream job. The goal is one job, the goal is NOT massive profile views. Right?

So track your goals based on the number of new meaningful conversations you have and don’t get lost in the trees and lose your view of the forest.

Post Script

No one really knows what’s involved in LinkedIn’s search algorithm. If it’s like Google, there can be a time gap after new content is uploaded. Results may be based on the age of the content, it may be based on the number of connections or recommendations someone has. No one knows because LinkedIn doesn’t release that information.

There is no way to guarantee an increase in profile views. Any resume writer who makes that claim is taking a huge risk with your money.

Out of integrity, I won’t make that guarantee. And as a consumer, I wouldn’t trust anyone who makes that claim either.