Your LinkedIn profile is an essential component of your personal brand and career advancement. A good LinkedIn profile opens many doors. It can help you land your dream job, meet quality professionals who can help you supercharge your careers, or find investors to fund your business ventures. Inversely, you can lose out on many opportunities by having a bad LinkedIn profile. As an ad testing expert, I’ve helped many companies (including Fortune 500) test and optimize their marketing assets. The good news is that you can easily use the same proven data-driven methods to improve your LinkedIn profile.
7 easy steps to test and optimize your LinkedIn profile
Time needed: 3 days.
How to leverage on data-driven testing methods used by Fortune 500 companies to test and optimize your LinkedIn profile. The whole process should take you 2 or 3 days.
- Write down your LinkedIn goals.
To get started, write down your LinkedIn goals. Your goals should be crystal clear, measurable, and achievable within a definite timeline. For instance, one of mine was, “Get Linkedin profile on Google page 1 search result for ‘Rick Nguyen advertising’ in 6 months” This goal is clear, easily measurable with a simple Google search, and has a deadline. It’s achievable because now I’m the first three results of Rick Nguyen advertising (at the time of this writing). Moreover, I gave myself a 6-month runway because Google takes months to index profiles sometimes.
- Define your target audience.
Clearly define your target audience helps you focus and create engaging content that would capture their attention. Your ideal target audience should be consistent with your goals. For example, if you’re looking to get a new job as a product manager at a software company, your target audience would be tech recruiters and hiring managers from these specific companies.
- Put together your best profile pictures, about me, and job experience sections.
Now that you know why you’re improving your LinkedIn profile and for whom, it’s time to put together several versions to test them. For example, you probably already have a current version of your About Me section. Now think about your new defined goals and target audience and write two more so you can test against your initial version.
- Create a survey using Google Forms.
Once you have different versions of your profile to test, create a survey using Google Forms. With a few simple questions, you can get immediately actionable insights to make your profile better. For instance, you could show recruiters 3 versions of your About Me section, ask them to pick which one they’d be most interested in contacting, and why. If you want someone to review your survey, contact me. I’d be happy to help you out.
- Ask your target audience for feedback.
With the survey, you can reach out to your target audience on LinkedIn for feedback. This step not only helps you get the data you need to improve but also broaden your network. I even found an excellent mentor using this approach. Here’s a sample of my LinkedIn reach-outs when I was optimizing my profile to get my first job in tech: “Hi Jack, I saw your profile while browsing LinkedIn for awesome people in tech. I’m currently in retail marketing, but I’d love to start working in your industry. I wrote two new versions of my About Me section to get recruited for tech jobs; would you mind taking a look? I would really appreciate your advice.” Send them the survey if they agree.
- Review the data and generate actionable insights
Once you have a sample of 30 or more, review your data. Google Forms automatically summarizes your results, so you can quickly see which is the best version. Look at the open-ended answers for why it’s the best version, and you’ll quickly see patterns on what your target audience likes/dislikes when looking at a profile.
- Improve your profile.
Based on the new data, improve your LinkedIn profile. You can repeat these 7 steps with more ambitious goals to continuously get better. To quote Tony Robbins: “CANI!! Continuous And Never-ending Improvement!”
You can apply these simple steps to much much more than just optimizing your LinkedIn profile. You can use this process to enhance your dating profiles, non-profit endeavors, political fundraising, and so on. Have fun and experiment!