How to build your LinkedIn personal brand in 17 easy steps
LinkedIn may be all about business, but it is also a powerful content marketing and networking tool for individuals – if you know how to use it.
Whether you are a mortgage broker, financial adviser, builder or real estate agent, having a strong LinkedIn content strategy is hugely beneficial for business success.
Establishing a LinkedIn personal brand strategy can elevate your professional credibility, expand your career prospects and boost the reputation of the company your work for.
Why you need a strong LinkedIn profile
A personal brand reflects how others perceive you professionally; it distinguishes you in the finance and property industries by promoting your experience, skills and values through smart content writing. In the digital age, building a strong personal brand is vital for career and business success – and LinkedIn is the key platform. A polished LinkedIn profile can help you:- Enhance your visibility
- Establish a professional reputation
- Form valuable connections through effective communication and networking
- Become a thought leader
- Stand out to potential employers and business partners
How to build your personal brand in 17 steps
Before diving into building your personal LinkedIn presence, understand why you want a personal brand; what you aim to portray and achieve; and who you wish to target and/or engage with.
You can then start establishing your personal brand through clever content writing.
1. Use your description to sell yourself
- Create a concise and engaging headline that highlights your expertise and value proposition
- Avoid clichés and generic terms; be specific about your skills and achievements
- Craft a compelling summary that quantifies your achievements and emphasises your unique strengths
- Avoid industry jargon
2. Optimise your profile
- Employ search engine optimisation (SEO) copywriting in your descriptions
- Use LinkedIn SEO to make your profile search-friendly
- Use relevant keywords in your headline, summary and job descriptions to enhance discoverability – but focus on telling your story authentically
- Regularly update your profile with new achievements and skills to stay current
3. Consider your profile photo
- Choose a clear, high-quality professional photo that reflects your personal brand
- Ensure you have good lighting, appropriate attire, a clutter-free background and a friendly smile
- Choose a high-quality, professional photo that aligns with your personal brand
4. Customise your LinkedIn profile’s URL
- Personalise your URL with your name or profession for better SEO
- Use dashes for improved readability and SEO benefits
5. Get creative with a cover photo
- Design a visually appealing banner that complements your personal brand
- Use the cover photo to showcase your personality or professional interests
- Incorporate elements like your company logo or relevant industry imagery
6. Choose your skills strategically
- Select up to 50 skills that align with your career goals and target audience expectations
- Prioritise skills that are relevant to your industry and desired by clients.
7. Use LinkedIn as a living marketing document
- Update your profile whenever you achieve a milestone or gain new skills
- Treat your profile as a dynamic representation of your professional journey
8. Set your profile to public
- Maximise visibility by making your profile public so potential clients can find you
- Review privacy settings regularly to ensure your profile remains accessible to the right audience
9. Share valuable, engaging content
- Share industry insights, tips and personal experiences through posts and articles
- Take advantage of LinkedIn’s platform to amplify your reach and engage your network
- Use diverse content formats like videos, infographics and polls to engage your network
10. Participate in groups
- Join LinkedIn groups relevant to your industry to expand your network
- Contribute thoughtfully by sharing insights, asking questions and participating in discussions
11. Engage meaningfully
- Build relationships by interacting with your network’s content through likes, comments and shares
- Demonstrate your expertise and support others to foster meaningful connections
12. Accept connection requests
- Grow your network by accepting connection requests from potential clients and professionals aligned with your goals
- Increase your visibility and expand your second-degree connections
13. Personalise invitations to connect
- Increase acceptance rates by personalising your connection requests with a brief message
- Mention common interests, mutual connections or how you can provide value
14. Ask for recommendations
- Request endorsements and recommendations from colleagues and clients to validate your skills
- Offer to reciprocate with recommendations
15. Stay professional
- Maintain a professional tone in your posts and interactions
- Avoid controversial topics unless they directly relate to your expertise and brand values
16. Stay active and consistent
- Publish content regularly to keep your profile active
- Engage with your network consistently to maintain visibility
17. Use LinkedIn Analytics
- Monitor the performance of your posts and profile using LinkedIn’s analytics tools
- Adjust your content strategy based on engagement metrics to optimise reach
LinkedIn personal branding can help companies too
According to LinkedIn’s Official Guide to Employee Advocacy:- Organisations can extending their content reach and engagement, and connect more authentically with their audiences through employees’ shared content
- On average, employee networks have 10 times more connections than a company has followers
- 3% of employees share content about their company; those shares drive a 30% increase in the total engagement a company sees
- People are three times more likely to trust company information shared by an employee than that shared by a CEO (Edelman Trust Barometer)
- LinkedIn network activity shows that the click-through rate on a piece of content is two times higher when shared by an employee versus when shared by the company itself
The power of a strong LinkedIn profile
Establishing a strong LinkedIn personal branding strategy can position financial and property professionals as credible authorities in their industries; it can also enhance their visibility and create new opportunities.
A strong LinkedIn personal brand:
- Clearly communicates expertise, values and career goals
- Consistently shares high-quality material such as insightful articles, engaging content and thoughtful comments that demonstrate expertise
- Actively engages in discussions, builds relationships and uses LinkedIn groups effectively
- Pays attention to visual and technical elements such as a professional photo, well-designed cover image and customised LinkedIn URL
- Builds credibility with endorsements and recommendations from colleagues and clients
At Hunter & Scribe, we specialise in content writing for financial services and crafting compelling LinkedIn profiles that resonate with your target audience, showcasing your expertise and unique value. Let us help you build a powerful personal brand on LinkedIn. Contact us today to get started.
