How to Manage your LinkedIn Profile for Career Success

• Even if you are not currently searching for a new role, it is important to visit your LinkedIn profile every once in a while to make sure that it contains current information about your career and your interests, and to optimize LinkedIn profile details that reflect your goals.
• It's also a good idea to be active on the site, to share news about your company and your profession with your network by occasionally reviewing your newsfeed and the discussions of groups of which you are a member.
• By doing so, you will learn about the moves and interests of your connections, current and former colleagues and managers, as well as what's happening at the companies that you follow.
• Simple LinkedIn profile tips and consistent activity can increase visibility and keep your network informed.
• All of this can help you advance in your career.

Summary

Regularly update and actively use LinkedIn to reflect your current goals, share relevant content, and stay visible with your network. Treat your profile as a personal brand advertisement by curating recommendations, groups, publications, and conversations that communicate your value. If you manage others, remember employees' profiles extend your company's brand—review them, offer guidance, and lead by example. Consistent, thoughtful activity and brand stewardship can advance your career and strengthen your organization's reputation.

Manage your brand.

Treat your LinkedIn profile as your brand -- an advertisement for both yourself and your employer. Personal branding on LinkedIn should communicate your value clearly and consistently. Your profile is not just an avenue for how you look for your next job or how potential future employees find you (though it certainly helps facilitate that as well) -- it is an advertisement that is continually viewed by your colleagues, by new hires within your company, and by clients.

Even if you are in a high-demand profession and aren't as concerned about attracting job offers, it's still important to keep your brand current to help you maintain an image you are proud of, both internally (co-workers) and externally (clients or customers.) This includes not only your resume posted on LinkedIn but also

• the types of recommendations you receive (seek them out; don't just wait for them);
• the groups you participate in;
• the publications or articles you write or share;
• the types of people you are networked with and having active participation in conversations. When you ask for or give feedback, apply practical LinkedIn recommendations tips. Users should always be looking at ways to improve their brand by following LinkedIn profile best practices.

Monitor your company's brand.

If you are a manager of employees, look at the profiles of your team members as an extension of your brand as well as your company's brand. With your company's name listed as 'current' for an employee, they become a representative for your company to the outside world. The content an employee posts, the picture they share and the completeness of their profiles all have an impact on that brand. The impact can be positive if your employees are

• participating in relevant conversations,
• contributing to groups or communities,
• representing their background in a positive light,
• or advertising the company in an effective summary paragraph. Just as easily, an employee's profile can be a negative reflection on your company. Don't let that happen.

Take the time to review the profiles of your employees and provide suggestions on ways they can further enhance their own brand and the company's. And most important, lead by example!

Q&A

Question: I’m not looking for a job—why should I still update and use LinkedIn?

Answer: Keeping your profile current and being occasionally active increases your visibility, keeps your network informed, and helps you learn about your connections and the companies you follow. This ongoing presence supports your professional brand and can advance your career even when you’re not actively job hunting.

Question: What parts of my LinkedIn profile most influence my personal brand?

Answer: Focus on clearly communicating your value and keeping your resume details current. Curate strong recommendations (seek them proactively), participate in relevant groups, share or write publications and articles, connect thoughtfully, and engage in conversations that reflect your goals and expertise.

Question: What does being “active” on LinkedIn look like in practice?

Answer: Occasionally review your newsfeed and group discussions, and share relevant updates about your company and profession. Consistent, thoughtful activity—commenting, contributing to groups, and sharing useful content—keeps you visible and your network informed.

Question: I manage a team—how should I approach employees’ LinkedIn profiles?

Answer: Treat them as extensions of your company’s brand. Review profiles, offer guidance, and encourage professional photos, complete profiles, relevant contributions, and effective summaries that reflect well on the company. Most importantly, lead by example with your own profile and activity.

Question: What outcomes can consistent, thoughtful LinkedIn use drive?

Answer: It strengthens your personal brand, increases visibility, keeps you informed about your network and industry, helps advance your career, and, for managers and teams, enhances your organization’s reputation.