A Guide to Personal Branding on LinkedIn for the London Job Market

While LinkedIn is popular worldwide, globally the platform boasts nearly 1 billion members, it’s not nearly as widely used in Australia as it is in the UK. Having a compelling LinkedIn profile is crucial when you’re looking for your perfect role in London’s competitive job market. Which is why we’ve created this useful guide to help you develop your personal branding on LinkedIn and catch the eye of employers.

The Power of Personal Branding on LinkedIn

In the professional world, your personal brand is your signature. It’s what makes you stand out. Your personal brand is more than your CV, something that simply lists your skills and experiences. It is your reputation and your story. You can use it to show who you are and what you bring to the table.

When it comes to personal branding, LinkedIn is a great way to tell your professional story, especially if you don’t work in an industry or role where having your own website is necessary! Think of your profile as an online business card. It’s where you tell your professional story, connect with others, and even find job opportunities.

Having a strong personal brand on LinkedIn isn’t just about looking good; it’s about making the right connections and opening doors for your career. 67% of employers use LinkedIn to recruit employees and 95% of recruiters use LinkedIn regularly. So, its important to understand how LinkedIn can be used to make a positive impression and get ahead in your professional journey.

Key Elements of an Effective LinkedIn Profile

Every part of your LinkedIn profile has its role to play in the impression you give to employers and recruiters. Let’s break down the key components – from your headline to your work experience – to help you craft a standout profile that truly reflects your skills, experiences, and aspirations:

• Headline

  In just 220 characters, your headline summarises your expertise, career focus, and unique strengths. An attention-grabbing headline is the first thing people see – it’s your chance to make a memorable impression and set the tone for the rest of your profile.

• Summary

  This is your elevator pitch to potential connections or employers. It allows you to go beyond your work history, to show your personality, values, and career aspirations. A good summary encourages others to explore the rest of your profile.

• Experience

  This section details your professional journey. It not only shows your expertise but demonstrates the impact you’ve had in previous positions. Each entry lets others to understand the value you bring to the table.

• Skills and Endorsements

  Here, you list your specific skills and others in your network can endorse these skills to vouch for your proficiency. It’s a valuable section for building credibility and showing your key strengths.

• Recommendations

  Colleagues, supervisors, and clients can write endorsements detailing their positive experiences working with you. Recommendations provide authenticity to your profile but also reinforce your capabilities.

Tailoring Your Profile for the London Job Market

Let’s explore some key tips tailor these elements of your profile for success in the London job market, making sure that your personal brand appeals to local employers:

• Headline

  It’s important to adapt your headline to include language for the role you are looking for. Use job titles employers in London will recognise, avoid adjectives that seem like you’re bragging, and be specific!

• Keywords

  Identifying and incorporating industry-specific keywords helps employers find your profile. Research some job descriptions for London-based roles and see how employers are describing their ideal candidate. Then use them throughout your profile.

• Network

  To build your LinkedIn network in a new country, try interacting with industry influencers and relevant groups by engaging with their content, offering thoughtful comments, and connecting with them directly.

• Showcasing Your Achievements

  Make your achievements stand out on LinkedIn by incorporating multimedia elements like impactful images, engaging presentations, or relevant links in your experience section.

5 LinkedIn Mistakes to Avoid

Finally, let’s look at some mistakes to avoid when building your personal brand on LinkedIn:

1. Incomplete Profile

   Leaving key sections of your LinkedIn profile, such as the summary, experience, and skills, incomplete, makes it hard to give a good picture of your skills and experiences, attracts attention and build credibility with employers. And neglecting to upload a professional profile picture makes your profile less approachable and trustworthy.

2. Using LinkedIn as a CV

   Unlike a traditional CV, LinkedIn offers interactive features like multimedia integration, recommendations, and the ability to share articles and insights. Failing to use these features limits your ability to tell your story. By just listing job experiences you risk presenting a one-dimensional view of your professional identity and overlooking opportunities to stand out in a competitive job market.

3. Being Vague

   A vague or generic profile lacks the personal touch needed to capture attention and employers may struggle to grasp your individuality and professional goals. Listing irrelevant skills, not using relevant keywords, and not personalising your headline will reduce your visibility.

4. Not Engaging with Your Connections

   LinkedIn is more than just a static directory; it thrives on connections and conversations. By engaging with relevant connections, personalising your messages, and participating in discussions you build meaningful relationships but establish yourself as an active and valuable member of your professional community.

5. Inactivity

   An inactive profile, marked by sporadic updates or a lack of engagement in relevant groups and discussions, makes you less visible in your professional community. Not only that but you run the risk of missing messages about potential job openings and offers.

Making these mistakes can stop you making a positive and lasting impression on potential connections and employers who often rely on these elements to determine your professional suitability.

If you’d like more guidance or support in your job search please don’t hesitate to get in touch. At Australasian Recruitment Company we have years of experience helping candidates navigate and succeed in the London job market.

Once you submit your CV to us, one of our friendly consultants will be in contact with you to talk further about your skills, experience, and expectations. Then we help you prepare your professional profile and match you with one of our varied and exciting roles!

Or you can search our current vacancies to explore the latest permanent and seasonal roles available.