Six Ways to Build Your Brand with LinkedIn
1 . Be sure you post a professional photo on your profile . LinkedIn reports profiles with a headshot are viewed 14 to 21 times more than those without a photo . It does not have to be taken by a professional photographer , but it should look professional . In other words , no photos of you skiing the slopes or hugging your puppy ( unless you ’ re a ski instructor or a dog groomer ).
Princeton psychologists Janine Willis and Alexander Todorov reported it takes only 100 milliseconds to form an impression of someone just by looking at a photograph of their face . And 80 to 90 percent of that first impression is based on two qualities : trustworthiness and competence . Does your LinkedIn profile photo reveal those two qualities to viewers ?
PRO TIP : Don ’ t forget about the background banner on your profile . Some professionals add their profile photo but leave the large background banner blank and others , while they may include a lovely photo , neglect to use the banner for added value like sharing contact information . Depending on how you
prefer to be contacted , consider adding your URL , email and / or phone number . While this information is not clickable or linkable , it makes it easy for a viewer to see how to contact you . Take advantage of this valuable real estate .
2 . Write a descriptive professional headline . Unless your spa or company has a widely recognized name , avoid taglines like “ Owner of ABC Day Spa ” ( a common mistake made on LinkedIn ). Instead , use keywordenhanced phrases like “ Hospitality and wellness executive ,”“ Director of luxury resort spa and wellness center ,”“ Spa , hotel and fitness consultant ,” or “ Delivering personal care solutions to hotels , spas and health clubs .”
PRO TIP : You have 220 characters on a desktop ( 240 on mobile ) in your headline . If it fits , use your company tagline along with a couple of keyword phrases . LinkedIn , like Google , is a search engine ; it helps if your company tagline incorporates keywords .
3 . Publish long-form posts ( i . e ., up to LinkedIn ’ s 3,000-character limit ). This is a great way to demonstrate your expertise as a thought leader . Offer value to viewers by publishing posts that share : l Industry trends l Innovations in spa treatments / services l New health , wellness and / or beauty techniques l The importance of wellness and selfcare in today ’ s fast-paced world
Believe it or not , longer posts are more engaging as readers can get the gist of the information there without clicking on another link to dig deeper ( and they appreciate that ).
PRO TIP : When someone comments on your post , be sure you respond to them . Remember , LinkedIn is about engagement and nurturing relationships !
4 . Create a robust profile that conveys your authority . After colleagues have met you at an ISPA Conference or another networking event , most often they will search for you on LinkedIn to connect . Be sure to include an About section where you share a little bit about who you are and how you help people — content that encourages engagement . Incorporate keywords that are consistent with those in your professional headline .
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