TL;DR (The Quick Version)
This checklist covers every section of your LinkedIn profile with specific, actionable optimizations. Complete these 47 steps to maximize recruiter visibility and algorithm performance.
Time Investment:
- Quick pass: 2-3 hours
- Thorough optimization: 4-6 hours
Impact:
- Significantly more profile views with complete profiles (LinkedIn reports complete profiles get far more visibility)
- More connection requests from relevant professionals
- Higher search rankings for target roles
Priority Order:
- Photo & Banner (5 min)
- Headline (15 min)
- About Section (45 min)
- Experience (1-2 hours)
- Skills (30 min)
- Featured (30 min)
- Everything else (1 hour)
Section 1: Profile Photo
Your photo is the first thing people see. It affects click-through rates on search results and content.
Checklist
- 1. Use a recent, high-quality photo (taken within last 2 years)
- 2. Face takes up 60-70% of the frame (cropped appropriately)
- 3. Wear what you'd wear to work (professional for your industry)
- 4. Use a simple, non-distracting background (solid color or blurred)
- 5. Good lighting on your face (natural light or professional lighting)
- 6. Look directly at the camera (creates connection with viewers)
- 7. Smile naturally (approachable, not forced)
Common Mistakes
- Cropped group photos (other people visible)
- Selfies with obvious phone/arm
- Photos from too far away (face too small)
- Outdated photos (different hair, significantly younger)
- Vacation/casual photos (unless your industry is casual)
Section 2: Banner Image
The banner (background image) is prime real estate that most people ignore.
Checklist
- 8. Replace the default LinkedIn banner (any custom banner beats default)
- 9. Use high-resolution image (1584 x 396 pixels recommended)
- 10. Reinforce your professional brand (company, industry, or expertise visual)
- 11. Include text if appropriate (tagline, contact, or key message)
- 12. Ensure mobile compatibility (key elements visible on mobile crop)
Banner Ideas
- Your company or product imagery
- Industry-related professional photo
- Simple branded background with your tagline
- Speaking engagement or professional setting
- Abstract design that matches your brand colors
Section 3: Headline
Your headline appears everywhere: search results, comments, connection requests. It's your most important text.
Checklist
- 13. Use all 220 characters (more keywords = better discoverability)
- 14. Lead with target role/identity (what you want to be known as)
- 15. Include 2-3 key expertise areas (your content pillars)
- 16. Add a value proposition or unique angle (what makes you different)
- 17. Use relevant keywords recruiters search for (job titles, skills, industries)
- 18. Avoid vague descriptors (no "passionate," "enthusiastic," "guru")
Headline Formula
[Target Role] | [Expertise 1] | [Expertise 2] | [Value Prop or Company]
Examples
Before: "Marketing Professional | Looking for new opportunities"
After: "B2B SaaS Marketing Leader | Demand Gen & Pipeline Growth | Built $10M+ pipelines at 3 startups | Ex-HubSpot"
Before: "Software Engineer passionate about technology"
After: "Senior Backend Engineer | Python & Go | Distributed Systems | Building scalable fintech infrastructure at Stripe"
Section 4: About Section
The About section is where you tell your professional story and establish credibility.
Checklist
- 19. Write 3-5 paragraphs (2,600 character limit, use most of it)
- 20. Start with a strong hook (first 2-3 lines must grab attention)
- 21. Paragraph 1: Identity statement (who you are, what you focus on)
- 22. Paragraph 2: Credentials & achievements (quantified results, notable experience)
- 23. Paragraph 3: Your approach/methodology (how you work, what makes you unique)
- 24. Paragraph 4: Current focus & CTA (what you're doing now, how to engage)
- 25. Include relevant keywords naturally (job titles, skills, industries)
- 26. Use line breaks for readability (avoid wall of text)
- 27. End with clear next step (contact info, scheduling link, or question)
About Section Structure
Paragraph 1 - Hook + Identity (2-3 sentences): Who you are and what you focus on. Make it specific.
Paragraph 2 - Credentials (3-4 sentences): Your experience, results, and credibility markers.
Paragraph 3 - Approach (2-3 sentences): How you think about your work. Your unique perspective.
Paragraph 4 - Current + CTA (2-3 sentences): What you're doing now and how people can connect.
Common Mistakes
- Third-person writing ("John is a marketing leader...")
- Generic statements with no proof ("I'm passionate about helping companies grow")
- Missing keywords (talking around your skills instead of naming them)
- No call-to-action (people don't know what to do next)
Section 5: Experience
Your experience section is critical for recruiter searches and credibility.
Checklist
- 28. Include all relevant roles (at least last 5-10 years)
- 29. Use keyword-rich job titles (add context if your title was unusual)
- 30. Write 3-5 bullet points per role (achievements, not just responsibilities)
- 31. Quantify results wherever possible (numbers, percentages, dollar amounts)
- 32. Use action verbs ("Led," "Built," "Increased," not "Responsible for")
- 33. Include relevant skills and tools (keywords recruiters search)
- 34. Add media where appropriate (presentations, portfolios, articles)
- 35. Ensure dates are accurate (gaps are okay, unexplained gaps aren't)
Experience Bullet Formula
[Action Verb] + [What You Did] + [Quantified Result] + [Context/Scale]
Examples:
- "Led engineering team of 8 to deliver payment processing system handling $2M+ daily transactions"
- "Grew organic traffic 340% in 12 months through content strategy and SEO optimization"
- "Reduced customer churn by 25% by redesigning onboarding flow based on user research"
Common Mistakes
- Job descriptions instead of achievements
- No quantification ("managed team" vs "managed team of 12")
- Missing keywords (recruiter searches won't find you)
- Outdated roles without context
Section 6: Skills
Skills directly impact search rankings. Recruiters filter by skills.
Checklist
- 36. Add at least 30 skills (up to 50 allowed, use them)
- 37. Order top 3 skills strategically (most important for your goals)
- 38. Include hard skills (tools, technologies, methodologies)
- 39. Include soft skills (leadership, communication, strategy)
- 40. Include industry-specific skills (domain expertise keywords)
- 41. Request endorsements (ask colleagues for top 3 skills)
- 42. Endorse others (reciprocity increases your endorsements)
Skill Categories to Include
Hard Skills (Technical):
- Tools and software you use
- Programming languages
- Methodologies (Agile, Lean, etc.)
Soft Skills:
- Leadership and management
- Communication and presentation
- Strategy and problem-solving
Industry Skills:
- Domain-specific expertise
- Industry terminology
- Specialized knowledge areas
Section 7: Featured Section
The Featured section showcases your best work above the fold.
Checklist
- 43. Add 2-4 featured items (not too many, not empty)
- 44. Lead with highest-value content (most impressive first)
- 45. Include mix of content types (posts, articles, links, media)
- 46. Update quarterly (keep content fresh and relevant)
- 47. Ensure links work (test all external links)
Featured Content Ideas
For thought leadership:
- Top-performing LinkedIn posts
- LinkedIn articles you've written
- External articles or publications
For credibility:
- Speaking engagements or presentations
- Portfolio or case study links
- Awards or recognition
For conversion:
- Scheduling/booking links
- Company or product pages
- Newsletter or content signup
Bonus: Other Sections
These sections have less impact but contribute to completeness.
Education
- Include relevant degrees and certifications
- Add activities, honors, or relevant coursework
- Keep it professional (high school rarely needed for experienced professionals)
Licenses & Certifications
- Add all professional certifications
- Include course certifications if relevant (Google, AWS, HubSpot, etc.)
- Keep credentials current
Volunteer Experience
- Include if it adds dimension or skills
- Especially valuable for leadership experience
- Shows character and interests beyond work
Recommendations
- Request 3-5 recommendations from colleagues, managers, or clients
- Give recommendations to get recommendations
- Quality matters more than quantity
Interests
- Follow companies and people relevant to your goals
- Join groups in your industry
- This data influences your feed and discoverability
The Quick-Start Priority List
If you only have 30 minutes, do these first:
- Update headline (10 minutes) - Highest impact change
- Update photo (5 minutes) - If current photo is outdated
- Reorder skills (5 minutes) - Put most important first
- Add banner (5 minutes) - Replace default image
- Update current role (5 minutes) - Add recent achievements
Profile Completeness Checklist
Use this to track your overall progress:
Essential (Complete First)
- Professional photo
- Custom banner
- Keyword-optimized headline
- Compelling About section
- All relevant experience with achievements
- 30+ skills in order of priority
Important (Complete Next)
- Featured section with 2-4 items
- Education section complete
- Certifications added
- 3+ recommendations received
Nice to Have (Complete Eventually)
- Volunteer experience
- Relevant groups joined
- Publications or projects added
- Custom URL claimed
Measuring Your Profile Performance
Key Metrics to Track
Profile Views:
- Check weekly trends
- Spikes indicate something worked (post, optimization, etc.)
- Aim for consistent growth
Search Appearances:
- LinkedIn shows which searches found you
- Track if target keywords are appearing
- Adjust profile if wrong searches are finding you
Connection Request Rate:
- How many requests you receive
- Quality matters more than quantity
- Are the right people finding you?
When to Re-Optimize
- Every 3-6 months for maintenance
- After any role change
- When targeting new opportunities
- When your pillars/focus changes
- If metrics show decline
Common Questions
How long should my About section be?
Use at least 75% of the 2,600 character limit. LinkedIn rewards complete profiles. But every word should add value—don't pad with fluff.
Should I use first or third person?
First person. It's more personal, authentic, and engaging. Third person sounds like a press release.
What if my job title doesn't match standard titles?
Add context in parentheses. "Growth Wizard" becomes "Growth Wizard (Growth Marketing Manager)" for searchability.
How often should I update my profile?
Major update every 3-6 months. Minor updates (skills, featured content) monthly. After any significant achievement or role change, update immediately.
Does profile completeness affect the algorithm?
Yes. LinkedIn's algorithm favors complete profiles. All-Star profiles get more visibility in search and content distribution.
Next Steps
Ready to Optimize?
Work through this checklist section by section. Most people can complete a thorough optimization in one focused afternoon.
Want Personalized Recommendations?
Get Your Free LinkedIn Audit - Voketa analyzes your specific profile and provides targeted optimization suggestions based on your goals.
Related Reading
- The 90-Day LinkedIn Authority Blueprint - The complete system for building LinkedIn presence
- LinkedIn Content Pillars: The Complete Guide - How to define your expertise areas
- Why Recruiters Can't Find You on LinkedIn - Common visibility problems and fixes
About This Checklist
This checklist is based on Voketa's analysis of high-performing LinkedIn profiles and recruiter search patterns. The optimizations prioritize both human readers and LinkedIn's algorithm for maximum visibility.
Written by Voketa Team
