LinkedIn like Google is a search engine, the key difference being that it is the ideal tool for your personal branding. In this blog, I will give you my top 15 tips for LinkedIn profile optimization from my experience as a user who has managed to get 57k supply chain followers. I will explain how I have utilized the key features of LinkedIn thus improving your visibility, credibility and appeal to recruiters or companies to collaborate with.
Whatever I have learned about LinkedIn profile optimization I have learned from LinkedIn Guru Hammad Siddiqui. And on my request he has created a course on How to Improve Linkedin Profile – For Supply Chain Professionals. In this 1 hr 13 min course Hammad has given all the tips to make your LinkedIn Profile – ALL STAR with plenty of successful LinkedIn profile examples.
So, let’s get to it and create the best first impression for potential target audience.
1.  Make a Custom LinkedIn Profile URL
First and foremost, as much as this needs to be through, don’t just write anything, customise your personal profile.
By creating a customised LinkedIn profile URL, you will increase the searchability of your profile. How? Well, when someone searches for you in Google, not only will this bring up your first name and surname, but also the URL link to your profile page – you may have a popular name, so to ensure it’s your profile viewed, your custom link will take them directly to your page. There will be no mistaking in who’s profile they are wanting to find.
Adding a URL also ranks higher with Google search therefore increasing your visibility and chances of a call back by as much as 71%
2.  Make sure you configure your LinkedIn Privacy Settings Correctly
An all-too-often oversight is not realising who is able to view your profile particularly when you update.
Configure your private settings so that visibility is set to ensure your current, previous and future employers don’t see recent notification of any updates you have made it.
3.  Configure LinkedIn’s ‘Open to Network’ Settings
Let recruiters and hiring managers know you are open to new career opportunities.
Quite simply click on ‘Open To’ then ‘Finding a New Job’. A new window opens allowing you to input information of the exact role you are searching for.
Some information to include:
- All the job titles that relate to your expertise and experience
- Select whether you are looking for a full-time / part-time or casual work position.
- Specify the locality of where you would prefer to work
- Update the privacy to ensure that only recruiters see the profile, simply click on ‘Change Who Sees You’re Open’ and select ‘Recruiters only’. Once done, click on ‘Add to Profile’
4.  Upload a Suitable LinkedIn Profile Picture
Again, the emphasis here is suitable. For a site that is aimed for the professional you, the best picture is one is a headshot. The stats for including a profile picture speak for themselves: On average a profile picture increases views to your page by as much as 21 times as well as increasing chances of being contacted by up to 36 times and a professional headshot will receive a further 14 times more views.
You don’t have to go to a studio for the perfect professional headshot, just find a suitable picture with a plain background. Simple!
In my case I have used SCMDOJO Logo and Banner to create brand awareness.
5.  Upload a Suitable LinkedIn banner or Cover photo
Think about the story you want to tell and get creative with telling it. Â You can share it as your personal statement or a statement that reflects on a skill or ability.
Of course, you can upload the one you have done, but for anyone new to this, simply log onto Canva.com and search ‘LinkedIn Banner’ to give you ideas of the elements, style and text that will set you apart. To set the banner / cover photo in the background, simply select the photo icon within your profile picture and upload. Key step in Linkedin Profile Optimization
6.  Optimise your LinkedIn Introduction Section
Make sure you include a headline and location settings. Within the headline include your key traits and educational background with the keywords (not too many) that will increase your rank in searching. Always search for similar profiles to see who comes up and what traits they are including that are ranking them first.
7.  Write the Perfect LinkedIn ‘About’ Section
 So, your Introduction, banner and header are done, let’s influence your searchability further by creating the perfect About section.
First and foremost, make sure it is short and to the point encapsulating who you are and what you have to offer – include the relevant life skills, accomplishments and your chosen industry key words but not too many. Your chosen keywords must have context and meaning, don’t create a word salad, it’s very off putting – we all know it when we read it!
Additionally, too many buzz words are picked up by the search engine and can have the adverse desired effect.
An ideal length is having a line or 2 and a line that is a closing statement that triggers them to want to respond by connecting or messaging you
If you are choosing to change career paths, include your reasons for the change and the transferable skills you possess that make it a logical step.
8.  Use LinkedIn’s ‘Featured’ Section in
Here you can add posts / articles / media / links to work samples, studies or presentations that you have done or link to videos you have created. Posts are limited so provides more of a snapshot whereas articles allow for longer content to be uploaded.
Simply go into ‘Add Section’ scroll to ‘Featured’ and then you are presented with the 4 options: Post, Article, Media and Links
If you have more than 2 posts, prioritise the first 2 as they will be on the front page.
9.  Optimize LinkedIn’s ‘Work Experience’ Section
Make your work experience description stand out – as with the About section, succinct is the name of the game here. In the description provide just an overview of no more than 2 to 3 lines and list some of your outcomes and achievements. This brings impact and purpose to your work experience and should be enough to prompt recruiters to get in touch.
Make text more dynamic by using action verbs at the beginning of sentences. In your outcomes uses quantifiable metrics and you can add a pdf or PowerPoint via the link button to add supportive evidence of the achievement(s).
10.  Optimise LinkedIn Skills Section
There is a maximum of 50 skills that can be added here so prioritise strategically the skills of the role you are currently applying for.
On average, adding 5 or more skills increases chances of receiving a message from recruiters by almost 33% and increases views by more than 77%.
Here are the examples of Linkedin Skills I get endorsement
11.  Further Optimise your About Me Section
Have you done some courses or interesting projects? add them in! Go into the Add Section and scroll down to Skills and Accomplishments and select the Course or Project option to enter these details.
It’s all there, you just need to put the information in the correct section for it to highlight on your profile page as you want recruiters to see it.
12.  Get Skill Endorsements
Skills and qualifications are great particularly during the searching process for recruiters – but to really enhance their credibility, get them endorsed by your LinkedIn connections. It’s the perfect acknowledgement of actually achieving the skills you are saying you have.
However, to get endorsements, give endorsements!
Create a mutually beneficial environment of endorsing skills with your connections and send a direct message showing genuine interest in their work as this will prompt them to endorse you back.
13.Get Recommendations
Similar to endorsement – give recommendations to receive recommendations.
This is a wonderful way to recognise the work done and an acknowledgment that your work has impacted positively in the workplace.
The effort of writing a recommendation speaks volumes to a recruiter. They can also see someone is willing to put their name behind you. This is must for me to get to active Linkedin Profile Optimization
14.  Connect and Engage
Search for people that have a connection with you – Alumni and former company searches are very effective for finding connections
Click on those with similar interests or in a similar role and send them a message building on the new connection. It is the ideal way to network and get that all important foot in the door or having your resume forwarded by them to the relevant person within that company.
A resume coming via a recommendation is a sure-fire way to at least get an interview or meeting.
Be patient and wait for them to make the step of recommendation, there may be mutual benefit for them too with them by way of a commission.
One of the easiest way to connect and engage is to join these Top 32 Supply Chain Groups and start commenting and engaging.
15.   Optimise the Summary
 Do not leave the summary blank!
Studies show the first 300 characters stay in the mind of the reader so make it attention-grabbing. So, make sure the introduction to your summary strong with appropriate number of key words, your ambitions and goals and what drives you.
Conclusion Linkedin Profile Optimization
The theme of this blog has been to utilise, optimize and be succinct and provide you top tips for LinkedIn profile optimiaztion. It you apply these rules when writing with the top tips, it will give you an all-star status in LinkedIn which has the added benefits of:
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- Being 40 times more likely to being contacted by recruiters therefore 40 times more job opportunities
- 18 times more visible in the search
Frequently Asked Questions (FAQs) About LinkedIn Profile Optimization
Why is it important to create a custom LinkedIn profile URL?
A custom URL significantly increases the searchability of your profile on both LinkedIn and Google. It ensures that people searching for your name find your specific profile rather than someone else with the same name. Having a customized URL can increase your chances of getting a callback by as much as 71%.
How does adding a profile picture affect my LinkedIn visibility?
A professional headshot is one of the most critical elements of your profile. Statistics show that having a profile picture increases page views by up to 21 times and boosts your chances of being contacted by up to 36 times. You don’t need a studio photoshoot a clear picture with a plain background works perfectly.
What should I include in my LinkedIn ‘About’ section?
Your ‘About’ section should be short and punchy, capturing who you are, your relevant life skills, and your accomplishments.
- Use industry-specific keywords, but avoid creating a confusing “word salad.”
- If you are changing career paths, mention your reasons for the shift and highlight your transferable skills.
- End with a strong closing statement that encourages readers to connect or message you.
How can I let recruiters know I am looking for a job without tipping off my current employer?
LinkedIn allows you to configure your ‘Open to Network’ settings discreetly. You can input the exact roles, locations, and job types (full-time, part-time) you are seeking. By clicking ‘Change Who Sees You’re Open’ and selecting ‘Recruiters only’, you ensure that your current employer does not see your job-seeking status. (Also, make sure your general privacy settings prevent your current network from being notified of every small profile update).
How should I write the ‘Work Experience’ descriptions?
Keep your experience descriptions succinct aim for an overview of no more than 2 to 3 lines per role. Instead of listing daily tasks, focus on your outcomes and achievements, using quantifiable metrics and strong action verbs. You can also add links, PDFs, or PowerPoint presentations to provide supportive evidence of your work.
How do skill endorsements and recommendations help my profile?
Endorsements and recommendations provide social proof that you actually possess the skills you claim.
- Endorsements: Prioritize up to 50 skills strategically. Having 5 or more skills increases your chances of receiving a recruiter message by 33% and boosts profile views by 77%.
- Recommendations: A written recommendation shows that someone is willing to stake their professional reputation on your work, which speaks volumes to hiring managers.
- Pro Tip: The best way to get endorsements and recommendations is to proactively give them to your colleagues and connections.
What is the ‘Featured’ section used for?
The ‘Featured’ section allows you to pin high-value content directly to the top of your profile. You can add posts, long-form articles, media (like videos), or links to external work samples and presentations. If you have multiple items, prioritize the two most important ones, as they will be displayed on the front page.
References
About the Author-Â Dr Muddassir Ahmed
Dr. Muddassir Ahmed is a globally recognized supply chain expert, thought leader, and keynote speaker. As the Founder & CEO of
 SCMDOJO, he has built one of the world’s leading platforms dedicated to empowering supply chain professionals with cutting-edge knowledge, practical tools, and access to expert insights. With over 19 years of leadership experience spanning the UK, Europe, the Middle East, and Southeast Asia, Dr. Ahmed has held key roles at Bridgestone, Doncasters Group, Eaton, and Volvo Cars, managing multi-million-dollar supply chain operations.
His expertise spans all facets of supply chain management, with a particular focus on leveraging technology and innovation to optimize processes and build resilient supply chains.
Recognized among the Top 10 Supply Chain Influencers in the World by Supply Chain Digital, Dr. Ahmed has been instrumental in shaping industry best practices through his extensive research, vlogs, and thought leadership. Holding a PhD in Management Science from Lancaster University Management School, he is also a certified Six Sigma Black Belt.
His platform, SCMDOJO, serves a vibrant community with over 51,000 monthly visitors. Moreover, he has 72,000 newsletter subscribers, and a social media following exceeding 105,000 supply chain professionals
A sought-after keynote speaker and thought leader, sharing his insights on industry trends, best practices, and the future of supply chain management. Dr. Ahmed delivers high-impact talks on supply chain excellence, digital transformation, and strategic leadership. His mission is clear: to help supply chains thrive
You can follow him on LinkedIn, Facebook, Twitter
