When was the last time you looked at your LinkedIn profile? If you have a profile, people are looking at it. When you apply for jobs, you can be sure that potential employers are Googling you, and a neglected LinkedIn profile can work against you. Here are some tips on how to optimise your LinkedIn profile:

• Complete the LinkedIn profile basics. Your LinkedIn profile is the cornerstone of your professional brand online. Yet many sales professionals create a LinkedIn profile that looks like their résumé or CV. If you’re using LinkedIn to attract clients, a simple list of your professional experiences could be the most boring content to have on your profile. Instead, complete all of the profile basics in a way that conveys your personality.

• Your profile picture and background picture. Use a high-quality professional headshot, preferably 400x400px. It is recommended you make this picture visible to everyone. You can control your visibility by going to your profile and clicking “Edit public profile and URL” from the upper right corner.

• Headline. I would recommend slogans to drive business. This kind of headline grabs attention and builds profile traffic. The first thing people often mention is the headline. Stand out — be more than just your profession! Extremely important: It’s not just your headline, it’s also your calling card. When you’re active on LinkedIn, commenting on a post or listed on it as a group member or in a search result, there are only 3 identifiers that people see, photo, name, and headline.

• Showcase your expertise with a professional summary. To write a compelling summary is a craft and here’s why. Your professional summary is a formula that helps to reach out to prospects. Do you speak their language in terms of your industry buzzwords and keywords for SEO? Is your summary coherent with the job descriptions that follow? Answer these questions to check whether your summary stands out.

• Get written recommendations. LinkedIn profiles allow for a ‘written recommendations’ section from contacts. If you can, it’s wise to collate recommendations from colleagues, management, vendors or customers as this adds credibility to your profile and name. As an example, a colleague could endorse you for your skill set, or project you’ve completed.

• Completeness. Make sure that every section of your profile has been completed and that there are no blank spaces or obvious gaps. Your LinkedIn profile is your online resume, so treat it with the same level of seriousness you would your normal CV.

Keeping up with digital trends is difficult, but maintaining a strong online platform is essential. For a business professional, a killer LinkedIn profile is your golden ticket to the expressway to a strong online platform, increased search rankings/results and transforming leads into conversions.