Personal Branding on LinkedIn in 7 steps

Have you often heard of online Personal Branding and are wondering where to start to do it right? Or maybe you have a LinkedIn profile on standby and want to start making the most of it?

You are in the right place.

In this guide I will give you 7 tips for making Personal Branding on LinkedIn and establish yourself as a professional on the social network dedicated to employment relationships.

What is Personal Branding (and why doing it on LinkedIn is a great idea )

Before taking the first steps towards Personal Branding on LinkedIn , I want to spend a few lines to talk about what Personal Branding is and what it is for .

Keep in mind that I will only refer to the digital sphere and to social networks in particular because, as far as it is possible to promote one’s brand-person among offline knowledge, that is in the so-called “real life”, telling about oneself on the network multiplies the opportunities for work and widen the circle of contacts potentially interested in you and your business.

Yes, because those who choose the path of online Personal Branding almost always have professional ambitions .

Whether you want to find a job, attract customers, network or prove to be competent in your sector, the principle does not change: Personal Branding means treating your online presence as if you were a brand , building an identity consistent with the experiences, values ​​and skills that distinguish you as a person and as a professional.

The function of Personal Branding is to communicate to target Target refers to a group of potential customers to whom a company wants to sell its products or services. The Target is therefore also … the peculiarities of the brand-persona, that is the strengths and exclusive qualities that distinguish you from others to get a place well defined in the mind of the target audience. In other words, you will need to work on your Strategic Positioning.

Of course, you can choose the channels that best suit your needs – Facebook, Instagram, TikTok or even Spotify with its podcasts are great platforms for Personal Branding too. But you should never give up on Personal Branding on LinkedIn for at least 4 reasons:

  1. With over 15 million subscribers, LinkedIn is the most popular professional social network in Italy.
  2. More and more recruiters are looking for their potential candidates directly on LinkedIn.
  3. Millions of professionals around the world, especially in the marketing and communications and IT sectors, are already doing Personal Branding on LinkedIn successfully.
  4. LinkedIn was conceived precisely to highlight professional experiences, values ​​and skills and to bring companies together and with professionals.

In the next few paragraphs you will find 7 simple tips on how to use LinkedIn to build your personal brand . Happy reading!

To learn more : how to start building your online presence

1. Apply LinkedIn SEO

Doing Personal Branding on LinkedIn means first of all taking into account SEO.

LinkedIn SEO is essential if you want to be easily found by recruiters, companies, potential clients, colleagues or users who choose you for their network .

Here’s what you could do:

  • Optimize your profile based on 3 keywords that clearly state what you do, what your job is and what sector you belong to. Suppose you are a freelance copywriter and you write content for blog from an SEO perspective, but also texts for Facebook ads. You could opt for the keywords “Freelance copywriter”, “SEO copywriter” and “Copywriter advertising” that you will insert in the sections of your profile, starting from the Summary through the Summary to get to the Experiences. If you want really performing keywords, check the monthly traffic with a keyword research tool like Ubersuggest and take advantage of the LinkedIn suggestions that appear at the bottom of the page when you start the search for a sector keyword from the internal bar of the social network. >
  • Write your content from an SEO perspective , and we will also talk about this in step 5.

2. Boost Your Profile for Successful Personal Branding on LinkedIn

Doing Personal Branding on LinkedIn without filling out your profile properly is like building a house without a foundation.

Imagine you are a brand: to sell your products / services online or in a physical store, would you neglect your e-commerce site and give up setting up your store? I think not.

I want to tell you that the LinkedIn profile is your showcase . And if you really intend to promote your personal brand to attract customers, recruiters, collaborators or companies you have to take care of all the details .

It is estimated that 50% of profiles on LinkedIn are incomplete. But did you already know that LinkedIn penalizes users who fill in half?

Profile picture

Password: professionalism .

The right profile photo to start dedicating yourself to LinkedIn Personal Branding should:

  • Be of good quality: leave the selfies in the smartphone gallery and choose a high resolution photo, preferably taken with a camera by a professional. Don’t panic though: if you can’t rely on a photographer or you don’t have a camera, ask your friend for help with a smartphone who takes good quality photos.
  • Portray you, and only you : in the profile photo you must be in the foreground looking at the lens, preferably on a neutral background to capture the attention of the beholder. Remember to smile: more serious than serious.
  • Relating to the platform : no photos with relatives, friends, children, pets, cocktails or in a bathing suit. You are about to promote your brand persona on the most popular professional social network in the world, where profiles with a photo receive 15 times more views and 8 times more connection requests than profiles without photos. So be relevant and play your cards right!

Background photo

Although for many users it is still optional, for Personal Branding purposes the background photo is as important as the profile one .

How to build a strong Personal Branding thanks (also) to the cover image? You can take advantage of this precious space in many ways.

If you’re in training, for example, choose a background image that shows you in the field giving a lesson. If you intend to promote your new business through Personal Branding on LinkedIn , share the logo with the pay off could be an excellent thought.

Whatever your choice, be consistent with the context , especially with your business sector, and respect the etiquette of a social network dedicated to business and work.

Custom URL

LinkedIn assigns each profile a URL random alphanumeric.

Personalizing the URL with your first and last name will make you appear higher in the search results on the platform and will strengthen the credibility of your Personal Branding on LinkedIn .

You can change your personal address by clicking on the You > View Profile > Edit your public profile and URL icon.


h3 personal-branding-su-linkedin-struttura-profilo stakeholder about how you would improve their network – and their lives, why not? – if they decide to get in touch with you.


If the Summary is your business card, the Summary is your professional bio .

You have 2000 characters in the Information section to summarize your story as a professional, highlighting your experiences, skills, goals and future goals.

The goal of the Summary is to show stakeholders what you are capable of doing professionally , so showcase your skills without too much self-congratulation.

I have 2 tips for you :

  • Create readable text : Don’t bore readers with walls of text and mileage phrases because, trust me, they’ll run away from your profile. Organize the text into paragraphs, use short sentences and insert lists to highlight the key steps.
  • Remember SEO : don’t forget the famous 3 keywords we have already talked about and also include them in the Summary.


If you’ve decided to promote your own brand, don’t use the Experience section as a sterile list of jobs because people on LinkedIn want to see more.

Also take advantage of this space to highlight your strengths .

In addition to the Professional qualification and the Type of employment, fill in the Description space for each job position you have held (or cover) and tell in a nutshell what you have done and your goals .

3. Create a network of connections consistent with your personal brand

Generally speaking, LinkedIn was born to connect people with professional affinities. This means that Accepting all link requests and sending random invitations is bad for Personal Branding .


  1. Tell me who you go with and I’ll tell you who you are : a network of connections in line with your reference sector makes you perceive more authoritative by stakeholders.
  2. Brands target a specific target : if you fill your network with people who are not interested in your work, you not only frustrate the effectiveness of your message as a brand-person but by addressing everyone, you also have less chance of winning over your potential customers, partners, colleagues or recruiters.

Extend your network only to connections that add value to your Personal Branding and who in turn may be willing to receive added value from you.

4. No to self-celebration

Personal Branding is not just self-promotion nor does it mean singing your praises 7 days a week . From what world came those who praise themselves, and the saying also applies to LinkedIn.

Notwithstanding that doing Personal Branding on LinkedIn also means self-promotion, sharing only content that speaks about you, your skills and your work in a self-referential way – as if you were not part of a network of professionals with billions of interesting experiences from sharing – would make you look arrogant.

Read also : 13 mistakes on LinkedIn that could turn your back on your prospects

h2 personal-branding-su-linkedin-competenze-testo-su-monitor

5. Share valuable content consistently

A good way not to turn yourself into the typical self-centered professional who rejects clients, recruiters and partnerships in spite of himself is sharing value , which means relevant and quality content .

But when is content relevant and of quality?

As a rule, relevant content is useful, informative and engaging . In the specific case of LinkedIn, people perceive content as relevant if it is relevant to their industry or related . The ideal would be to share content in line with your business interests, assuming you are building a network of target connections. To this end, it is always useful to keep informed on the latest trends in the sector both to take inspiration and to acquire new knowledge to share with the network.

As for quality, I recommend avoiding typos and creating your own style. If you want to establish yourself as an industry expert or be chosen by clients and recruiters, you have to be flawless . Therefore always double check before publishing and show your personal imprint. A tone of voice that makes you stand out among the competitors can only benefit the brand-persona. On LinkedIn you can write articles, create visual content such as infographics and carousels and even share pre-recorded videos: whatever form you choose, don’t skimp on quality .

Be consistent in publishing and develop an editorial plan because Personal Branding is a long process and LinkedIn’s algorithm rewards those who often create relevant content. It may be months before you see the first results, but if you regularly dedicate yourself to sharing value with your network, you could achieve success when you least expect it.

Finally, look at SEO . If you use LinkedIn Pulse, the blogging platform within the social network, consider writing your articles from an SEO perspective because only in this way could you position yourself at the top of the SERP also on Google, directly from LinkedIn. Not sure how to access Pulse? Click on the Write an article from the launch bar of a post and you are already in!

To learn more : how to use LinkedIn Pulse

6. Interact

If you want to create interaction on your profile, you need to interact .

No, I’m not recommending that you comment on a couple of random pieces of content on your feed, “Congratulations! Nice finish!” and then it ends there.

Interacting on LinkedIn means listening to the people who are part of the network, being curious to discover different points of view, showing the expertise in the sector we know but also approaching unknown topics by venturing opinions even on tiptoe. Interacting on LinkedIn means taking care to stimulate a continuous dialogue on the transformations taking place in the world of work .

So, when you want to comment on interesting content, argue and you will see that people in your circle will do the same to you.

7. Ask for recommendations

A report, or reference, is a review that you can ask for connections with whom you have had a business relationship in the past or who have professional contact with you right now.

The report increases the perceived value of the profile because it countersigns the professionalism and skills you have declared you have, especially if it is written by a client or your superior. I really advise you not to give it up because it could be fundamental for your Personal Branding on LinkedIn .

How to ask for a referral on LinkedIn? Go to the link profile and click on the white More button (you can find it under the background photo, next to the blue Message button). A drop-down menu will open: check “Ask for a reference , fill in the required fields, send the message and voilà, you just have to wait.

P. S. Always remember to return the “favor”.

Personal Branding on LinkedIn: and how do you do it?

In this guide I told you about how I managed to conquer a corner of paradise on LinkedIn … starting from 0 . Like you, I still have a long way to go to promote myself on the most famous professional social network in the world, but I assure you that following the 7 steps has allowed me to take great steps forward .

Would you like to tell me how you plan to promote your persona brand on LinkedIn? What will your strategy be? Write it in the comments.

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