LinkedIn is an indispensable tool for your networking and building your professional profile. With more than 1 billion members worldwide, standing out in the crowd can prove difficult. That’s why it’s so important to develop and maintain an optimised, effective LinkedIn presence. One way to achieve this is by conducting a thorough LinkedIn audit. In this post, we’ll guide you through the process of auditing your LinkedIn profile and content strategy to maximise your presence on LinkedIn.
Why should I conduct a LinkedIn audit?
Conducting a LinkedIn audit will give you key insights into how to improve and enhance your LinkedIn profile. A comprehensive LinkedIn audit helps you:
- Identify areas for improvement within your profile.
- Ensure your content strategy aligns with your goals.
- Maximise your visibility to potential connections and opportunities.
- Stay up to date with LinkedIn’s evolving features and best practices.
We recommend you conduct a LinkedIn audit every quarter, or once every six months.
Audit your LinkedIn profile
Your LinkedIn profile is your digital first impression. You must ensure your LinkedIn profile gives the right impression from the very first moment someone comes across it. Start with your profile picture and banner. Your photo should be professional, current, and high-quality, while your banner image should reflect your brand or professional identity. Your headline is equally important, as it should clearly communicate your value proposition and include relevant keywords for searchability. Your About section deserves special attention. Make sure your summary is engaging and concise, highlighting your project successes and key results with emphasis on how you help your customers. And don’t forget to include a call to action. Your Experience section should showcase an up-to-date and comprehensive work history, complete with measurable achievements for each role. When it comes to Skills and Endorsements, ensure that your listed skills are relevant to your current business goals and arranged in order of importance. Finally, don’t overlook the power of Recommendations. Aim to have recent, relevant recommendations on your profile, and remember to reciprocate by providing recommendations for others. Carefully curate each of these elements, and you’ll create a LinkedIn profile that effectively represents your professional brand and attracts the right opportunities.
Analyse your LinkedIn content strategy
Your LinkedIn content strategy should not be stagnant. It should evolve in line with your objectives, your industry, and your experience. Take some time to analyse your LinkedIn content strategy by assessing your:
- Post frequency: Are you posting consistently? Is your posting schedule optimal for your audience? What insights do your LinkedIn analytics give you on this?
- Content mix: Are you varying your content types? Are you using a mix of text, video, audio, and images? Does your content align with your professional brand and goals?
- LinkedIn analytics: Which types of your LinkedIn posts are getting the most engagement? Are you actively engaging with others’ content?
- Hashtags: Are you using relevant, targeted hashtags? Are you creating branded hashtags for your content? Are there new hashtags that have emerged as trending or important for your industry, sector, or audience?
Evaluate your LinkedIn audience
Your network is indeed your net worth on LinkedIn. Cultivating a high-quality, engaged network must be one of your overarching goals for your time spent on LinkedIn. When evaluating your LinkedIn network, focus on two key areas: connection quality and engagement. First, assess whether your connections are relevant to your industry or align with your entrepreneurial goals. It’s not just about quantity, but about building a network that can provide value and support your career aspirations. Actively growing your network with purposeful connections is essential. Equally important is your level of engagement with your connections. Regularly interacting with your connections’ content through likes, comments, and shares increases your visibility and strengthens your professional relationships. Leveraging your network for opportunities and collaborations can open doors to new prospects and partnerships. According to a LinkedIn global survey, almost 80% of professionals consider networking to be an important part of enabling their professional success. That’s why you must ensure your network is the right one for you.
Review how you use LinkedIn
LinkedIn offers you a wide range of features to enhance your presence and activities on the platform. Make sure you’re using the right tools, and as many of them as are relevant to your LinkedIn objectives. There are more than 190 tools and features available for you to use, so go ahead and try them all. Your experimentation could lead to even better results.
Check your LinkedIn analytics
The best way to answer that eternal question of “Is what I’m doing working?” is with hard data. LinkedIn gives you that hard data, and more, with LinkedIn analytics. LinkedIn analytics gives you valuable insights into your profile performance and content engagement. LinkedIn analytics offers you key insights into your profile views, search appearances, and post interactions. This information can help you optimise your LinkedIn presence, refine your content strategy, and identify potential networking opportunities.
Create an action plan
Now that you’ve completed your LinkedIn audit, it’s time to pin down some key changes and updates. Based on your LinkedIn audit findings, create a prioritised list of improvements:
- Quick wins: These are simple changes you can implement immediately.
- Medium-term goals: These are areas that will require more time or resources to optimise, amend, and implement.
- Long-term strategies: These are your ongoing efforts to maintain and improve your LinkedIn presence. Don’t forget to include your next LinkedIn audit in this part of your action plan!
Remember, LinkedIn is an ever-evolving platform, and your LinkedIn presence should evolve too. Stay informed about new features and best practices to ensure your profile and content strategy remain relevant, timely, and on target.
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