C-Suite Network™

Is Your LinkedIn Profile Missing the Mark?

Is Your LinkedIn Profile Missing the Mark?

People like to do business with PEOPLE, not companies – and they like to do business with people that they know, like, and trust. These two maxims guide the world of business. Yet many executives and business owners ignore these principles when crafting their LinkedIn profiles. That’s unfortunate because LinkedIn is a primary way people search for other professionals to buy from, partner with, appoint to boards, offer new opportunities, and more. Moreover, the talented people that executives and owners are trying to attract are looking to align themselves with leaders who lead with passion. Executives and business owners who have failed to be authentic and transparent on the LinkedIn platform, and who have failed to sow the seeds of know, like, and trust into their profiles are missing the mark.

Be YOUnique

A quote often attributed to Oscar Wilde reminds us: “Be yourself. Everyone else is taken.” When your profile reads like everyone else’s, you do yourself a great disservice. You are at your most attractive when you share your business principles, processes, and passions. Your personal back story is captivating – tell it. When you share the story of your business journey – including the bumps in the road – you draw us in. You become more human. You become a person with whom we’d like to do business.

Commonly Missed Opportunities

  1. Not customizing your LinkedIn Headline. Your Headline is the text right under your name. Although LinkedIn auto-fills this for you with your current job title and company, you have the option to customize it using up to 220 characters. Customizing your headline is a great way for you to stand out. Add the results you create and how you produce them. Or, identify your customers and how you create value for them.
  2. Using your ABOUT section as sales copy for your business. Oh, please spare us. Stop hiding online. Your ABOUT section should be about YOU and your personal business story. This is where you woo and wow. Of course, mentioning what you currently do and whom you do it for is fine, but tell us more. Share your career journey. Share who YOU are.
  3. No text under each of your positions. Your current position is where you get to tell us all about your company or business. In each of your prior positions, tell us about your accomplishments to help us get to know you better.
  4. Skills section that is outdated and not aligned with current aspirations. LinkedIn is currently showing only three of your skills before the reader has to click to see more. So the three skills that show should be indicative of the things you most want to be known for. Beyond that, make sure your skills reflect what you are doing now and plan to do in the future, as opposed to skills you used 20 years ago and now delegate. Review each of your skills so that each on your list is the highest level expression of that skill that applies to you.

LinkedIn allows you to claim your eminence online 24/7 without having to open your mouth – so you can achieve your personal business goals and attract your ideal opportunities.


Carol Kaemmerer's book LinkedIn for the Savvy Executive
LinkedIn for the Savvy Executive – Second Edition is a Featured Selection of the C-Suite Book Club.


If you are a C-Suite executive or senior leader who would like to improve your LinkedIn profile and presence, I can make it easy for you. I have a track record of working effectively with C-Suite executives and senior leaders to create LinkedIn profiles and other executive-branded materials that help them show up as authentically and powerfully online as they do in person. This way, they can attract the talent they want to hire, increase their visibility and influence, and control their career. I also mentor clients on LinkedIn etiquette and effective posting strategies to ensure their success. Let me help you use this essential business tool effectively. Contact me through my website: www.carolkaemmerer.com or profile: www.linkedin.com/in/carolkaemmerer. 


Other resources:

Book me to speak either virtually or in person on personal branding via LinkedIn. I am a member of the National Speakers Association, a Certified Virtual Presenter, and an Advisor to the C-Suite Network.

My NEW book Second Edition: LinkedIn for the Savvy Executive: Promote Your Brand with Authenticity, Tact and Power is available through online booksellers. For quantity discounts or signed copies, contact me directly.

To receive my monthly articles in your email inbox, sign up for my monthly emailing here.

OTHER ARTICLES by Carol Kaemmerer

Comfortable in Your Job? Uncomfortable Life Lessons to Safeguard Your Career

How to Be Found on LinkedIn: Ten Top Strategies to Rank Well on a LinkedIn Keyword Search

Why Are You Playing Small on LinkedIn?

If You’re Not “Writing to the Margins” on LinkedIn, You’re Missing Out

Don’t Be Hooked Through a Big Phish : Recognize and Avoid Phishing Scams on LinkedIn

A Small Omission That Undermines Your Credibility on LinkedIn

Tell Me More…” — On LinkedIn

What is Your Poor LinkedIn Profile Costing You?

C-Suite Executives: Stop Hiding Online


Carol Kaemmerer

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