LinkedIn is no longer just where you park your CV and hope for the best. Used properly, it’s a search engine for professionals, a live portfolio, and a quiet deal generator running in the background while you work.
But there’s a gap between “having a LinkedIn profile” and “having a LinkedIn presence that actually creates opportunities”. The first prend 10 minutes. The second demande un peu plus de méthode.
Let’s walk through how to build a credible professional presence on LinkedIn – and how to turn that presence into concrete opportunities: job offers, clients, collaborations, speaking gigs.
Start with a clear objective: what do you want LinkedIn to do for you?
Before tweaking your photo for the 14th time, answer a simple question: what is LinkedIn supposed to bring you in the next 6–12 months?
For most people, it falls into one (or several) of these buckets:
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Find a new job or change sector
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Attract clients or consulting missions
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Build visibility as an expert in your niche
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Develop a network in a new country or industry
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Generate leads for a company (sales, partnerships, recruiting)
Why does this matter? Because your objective dictates everything else: your headline, the kind of content you post, who you add, and what you track as “success”.
Example: if you’re a freelance UX designer, your goal is not “more followers”. It’s “5 qualified client calls per month from LinkedIn”. That will change your strategy: more case studies, more before/after examples, more calls-to-action in your posts.
Fix the basics: photo, banner, headline, and URL
Your profile is scanned in seconds. Recruiters, clients and partners all do the same thing: they decide in under 5 seconds whether to scroll… or to close the tab.
Minimum credibility kit:
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Photo: professional but human
Not a passport photo. Not a holiday selfie. A clear, recent portrait, good lighting, neutral or office-style background, you looking at the camera. You don’t need to pay a photographer: a modern smartphone, a friend, and natural light do the job. -
Banner: use the space strategically
The grey-blue default banner screams “I didn’t bother”. Use a simple visual that says what you do or what you stand for: your tagline, company name, a city skyline if you’re local-focused, or a clean background with a few keywords. Avoid heavy text and chaotic designs. -
Headline: job title is not enough
“Marketing Manager at X” doesn’t tell anyone why they should care. Use the headline to answer: “Who do you help, and how?”
Examples:-
“Helping B2B SaaS companies turn website traffic into demos | Growth & Performance Marketer”
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“HR Generalist | Building fair, efficient people processes for fast-growing teams”
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“Full-stack Developer | I turn messy specs into reliable, scalable products”
Think in terms of value, not just function.
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Custom URL: a tiny but important detail
Edit your LinkedIn URL to something like linkedin.com/in/firstname-lastname. It looks more professional on your CV, email signature and business cards, and helps with search.
Turn your “About” section into a pitch, not an autobiography
Most “About” sections have two problems: either they’re empty, or they’re a long paragraph nobody reads.
You want something skimmable, concrete, and oriented towards your objective.
Structure you can copy:
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1–2 lines: what you do and for whom
“I help SMEs structure their finances so they can grow without losing control of cash flow.” -
3–5 bullet points: what you’re good at, in real words
Use bullets like:-
Grew X from Y to Z (with numbers if possible)
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Specialised in [type of clients, industry, problems]
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Experience with [tools, methods, markets]
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1 short story or highlight
“One of my favourite projects: helping a family business move from Excel chaos to a proper reporting system in 3 months.” -
Clear call to action
“If you’re [type of person/company] and you need help with [topic], feel free to connect or send a message with a short description of your situation.”
Write like you talk. If you wouldn’t say “dynamic and results-oriented professional” to a human, don’t write it on LinkedIn.
Show, don’t tell: experience, achievements and the “Featured” section
Everyone claims to be “passionate” and “results-driven”. The difference lies in what you can prove.
Three areas to work on:
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Experience: outcome-focused descriptions
Instead of listing tasks (“Responsible for social media”), show impact:
“Managed social media accounts (LinkedIn, Instagram, TikTok), increasing inbound leads by 35% in 9 months through A/B testing and content repurposing.”When possible, use:
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Numbers (%, revenue, time saved, size of team or budget)
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Scope (markets, countries, industries)
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Tools and methods (CRM, frameworks, languages)
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Featured section: your proof-of-work
This is one of the most underrated areas of LinkedIn. Use it to pin:-
Portfolio pieces, case studies, GitHub repos
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Articles you’ve written or been quoted in
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Talks, webinars, or media appearances
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Landing pages or websites you’ve worked on
If someone scrolls only your headline and “Featured”, they should already have a sense of what you can actually do.
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Projects and volunteering: credibility boosters
Side projects, open-source contributions, NGOs… all of that counts, especially if you’re changing careers or building experience. Again, focus on what changed because you were there.
Build social proof: skills, endorsements, recommendations
On LinkedIn, saying “I’m good” is one thing. Having others say it for you is more powerful.
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Skills: curate, don’t collect
Delete irrelevant skills from 10 years ago. Prioritise 10–15 key skills aligned with your objective.
For example, if you’re targeting B2B sales roles, “Excel” or “Word” can go. Put “Account Management”, “Solution Selling”, “Salesforce”, “Prospecting”, “Negotiation” on top. -
Endorsements: nudge your network
Endorsements are weak proof individually, but at scale they send a signal.
Simple tactic: endorse people you’ve worked with for 3–5 relevant skills (authentically), many will do the same without you asking. It’s basic reciprocity. -
Recommendations: targeted and specific
Two strong recommendations are better than ten generic ones.
Ask:-
Former managers for impact-focused recommendations
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Clients for results and collaboration style
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Colleagues for how you work in a team
Make it easy by sending them a short bullet-point draft of things they could mention. It saves them time and usually improves the quality of what they write.
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Post content that makes people think “I should talk to this person”
You don’t need to become an “influencer” to get results from LinkedIn. But some level of visible activity helps algorithms and humans understand who you are.
Focus on three types of posts:
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Teach: share what you know
Break down problems you solve for clients or in your job:-
“3 mistakes SMEs make when negotiating with suppliers (and how to avoid them)”
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“How I reduced our customer response time from 48h to 6h with 2 simple changes”
Use concrete examples, short paragraphs, and remove jargon wherever possible.
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Show behind the scenes
People trust those who show how they think. Share:-
How you approached a complex project
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What you learned from a failure or a bad decision
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Before/after examples (with anonymised data if needed)
“Here’s what actually happened” tends to outperform “Here’s my theory about the world”.
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Signal your availability and offers
If you’re open to work, say it clearly in posts from time to time:
“I’m currently open to new opportunities as [role] in [location/remote]. Here’s what I bring and the type of problems I like to solve.”
If you sell services, occasionally remind people how they can work with you: audit, one-off project, ongoing support.
Frequency? For most professionals, 2–3 posts per week is enough to stay visible without turning LinkedIn into a full-time job.
Network intentionally: who you connect with and how you approach them
Collecting connections like Pokémon doesn’t produce opportunities. Relevant connections do.
Start by mapping your “LinkedIn ecosystem”:
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People who can hire you directly (recruiters, managers, founders)
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People who can recommend you (colleagues, ex-managers, clients)
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Peers in your field (for knowledge, introductions, and sanity checks)
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People in adjacent fields (designers for developers, lawyers for entrepreneurs, etc.)
For connection requests, skip the generic “I’d like to add you to my network”. A simple, honest message wins:
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“Hi [Name], I’ve been following your posts on [topic], especially the one about [specific detail]. I work in [your field] and would be glad to add you to my network.”
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“Hi [Name], I’m exploring roles in [industry]. I saw you moved from [X] to [Y] and would love to stay in touch and learn from your journey.”
The goal is not to ask for a job in the first message. It’s to start a conversation without being weird.
Turn your LinkedIn activity into real opportunities
Optimising your profile is step one. Turning that into calls, contracts or offers requires a bit of proactive work.
Three practical playbooks, depending on your situation.
If you’re job hunting: make recruiters’ work easy
Recruiters live inside LinkedIn Recruiter. They filter by job title, skills, location, languages, years of experience. Your profile needs to match their filters.
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Use the “Open to work” settings intelligently
Activate it with the roles you’re targeting, including variations (e.g. “Account Executive”, “Business Developer”, “Sales Representative”). Add target locations + “remote”. Choose whether it’s visible to all LinkedIn or only to recruiters. -
Mirror job descriptions in your profile
If 10 job offers for “Product Manager” all mention “roadmapping”, “stakeholder management” and “user research”, those words should appear in your “About”, experience and skills (if they’re true for you). -
Track and message hiring managers
When you apply through a company website or job board, search LinkedIn for:-
Your potential manager (Head of X, Director of X)
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HR or Talent Acquisition for that company
Short message after applying:
“Hi [Name], I just applied for the [Role] position. Quick snapshot: [1–2 key strengths]. Happy to answer any questions. Either way, thanks for your time.”
You won’t always get a reply, but when you do, you’ve just jumped the queue.
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If you’re a freelancer or consultant: treat LinkedIn as a quiet prospecting machine
Clients don’t wake up thinking “I must hire a freelancer today”. They wake up thinking “We have a problem”. Your LinkedIn should constantly connect those problems to your solutions.
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Define a clear offer
Not “I do marketing”, but “I help B2B startups generate qualified leads with LinkedIn outreach and landing page optimisation”.
Put that everywhere: headline, banner, About section, posts. -
Share mini case studies
Template you can reuse for posts:-
Context: “Client: B2B SaaS, 15 employees, plateauing at 20 demos/month.”
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Action: “We reworked the landing page, simplified the form, and launched a retargeting campaign.”
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Result: “+60% demos in 6 weeks.”
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Lesson: “The biggest lever wasn’t ads – it was removing friction from the form.”
End with a soft CTA: “If you’re stuck at the same stage, feel free to DM me ‘Landing’ and I’ll share the checklist we used.”
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Create a simple path from LinkedIn to a call
Add to your profile contact info:
Email, website, Calendly link, and a line like: “For projects or collaborations: the fastest way to reach me is by email at [email] or to book a 15-min intro call here: [link].”
If you’re building a personal brand: consistency beats perfection
Personal brand is a big word for a simple thing: what people think of when they hear your name.
On LinkedIn, three levers shape that perception:
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Topic consistency
Pick 2–3 key topics you want to be associated with (e.g. “remote leadership”, “B2B content strategy”, “cybersecurity for SMEs”), and post mostly around those. You can still be human and personal, but keep a visible thread. -
Message coherence
Your profile, posts, comments and external links should tell the same story. If your headline says “I help companies with X” but your content is 90% about Y, people won’t know what to come to you for. -
Comment strategy
You don’t always need to publish to be visible. Thoughtful comments on relevant posts (industry leaders, companies you admire, potential clients) can be as powerful:-
Bring an additional example or data point
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Disagree politely with a reasoned argument
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Summarise the key insight in your own words
People check profiles of those who leave good comments. Many collaborations and offers start in the comments section, not in the inbox.
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Common mistakes that silently kill your credibility
Sometimes it’s not what you do, but what you don’t notice you’re doing.
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Buzzword salad
“Passionate, dynamic, innovative, visionary leader, change agent…” – none of these words differentiate you. Replace them with concrete actions and results. -
Inconsistent or empty timeline
Gaps are normal. Silence is not. If you took a break, switched careers, or freelanced, say so: “Career break (family, travel, personal project)”, “Freelance consultant”, “Training in [field]”. People fear unknowns more than non-linear paths. -
Random content with no link to your goals
If your objective is to work in fintech, but your posts are exclusively generic motivational quotes, don’t be surprised if fintech companies don’t call. -
Ghosting your own profile
“Optimised” your profile once and then disappeared? LinkedIn favours active users. Even 10 minutes per day (commenting, connecting, posting once or twice a week) will keep your profile in circulation.
A simple weekly routine to keep LinkedIn turning into opportunities
To avoid spending your life on LinkedIn, treat it like a recurring task, not an endless scroll.
Template for a 60–90 minute weekly routine:
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15 minutes – Profile and inbox
Reply to messages, accept or decline requests, update any new project or achievement. -
20–30 minutes – Content
Draft 1–2 posts answering real questions you see in your field (from clients, colleagues, forums). Use simple structures: “problem → what people usually do → what works better → how to start”. -
15–20 minutes – Networking
Send 3–5 personalised connection requests to people:-
Working in companies you target
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Doing jobs you’d like to have in 2–3 years
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Sharing useful content in your field
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10–15 minutes – Comments
Leave 3–5 meaningful comments on posts in your niche. Not “Great post!”, but something that adds value.
Done consistently for a few months, this routine compounds. You’ll start noticing the signs: more profile visits, more replies, messages that start with “I’ve been following your posts for a while…” – and, more importantly, concrete opportunities you can say yes or no to.
LinkedIn won’t magically change your career on its own. But with a clear objective, a credible profile and a bit of deliberate activity, it becomes what it should have been from the start: not a static CV, but a living engine for your professional opportunities.
