Want to get noticed on LinkedIn this year? Whether you're building a personal brand or attracting new business, your profile is the first step.
With over a billion users, LinkedIn has become a powerful platform for professionals, business owners, and marketers alike. A well-optimised profile can help you grow your network, build credibility, and open doors to new opportunities.
In this guide, we’ll cover the most important LinkedIn profile best practices for 2025, with clear, actionable tips you can implement right away.
In 2025, recruiters, clients, collaborators, and even journalists are checking LinkedIn before reaching out. Whether you're job hunting, selling a service, or networking, your profile needs to tell a compelling story.
LinkedIn profiles that are fully completed and regularly active get up to 40 times more opportunities. It’s no longer enough to just exist on LinkedIn — you need to show up and stand out.
Use this checklist to make sure your profile ticks all the right boxes:
Here's how Neil Patel has created his profile with a professional headshot and background image featuring the promotion of what his business does:
Some people like to use the bold statement format: I help [insert your ideal client or industry] to [what do you do for them]. For example, Tor Magne Refsland's headline is:
Other people use keywords and phrases that are broken up with separators. For example, Neal Schaffer's headline is:
The best time to ask for a recommendation is when a client or a colleague has just thanked you for your excellent work. Ask them if they could take a minute to complete a LinkedIn recommendation and then add it to your profile.
There's no limit to how many recommendations or endorsements you can display on your profile. Your last two recommendations will always be visible with the option for people to view more. But with endorsements, you can choose which three are visible.
Here’s how to write one that converts:
Lead with your audience’s need: Speak directly to their challenges or goals
Keep it skimmable: Use short paragraphs, bullets, and white space
Use first-person storytelling: Be human, relatable, and confident
Include a clear CTA: Invite readers to connect, message, or book a call
Add visuals: Embed case studies, videos, PDFs, or links to relevant content
Think of your LinkedIn profile as your personal SEO page.
If you're job hunting, here’s how to make your profile work harder:
Turn on “Open to Work” and specify your preferences
Use job-specific keywords and results-focused bullet points
Show off your achievements with measurable outcomes (e.g. "increased engagement by 45%")
List relevant tools, certifications, and skills
Ask for recommendations from previous managers or colleagues
Complete every section — LinkedIn favours full profiles
Use consistent titles and company names across jobs
Link to your profile from your website, blog, email signature, or portfolio
Avoid copy-pasting from your CV — use original, value-led language
The sweet spot for visibility in 2025 is 2–5 posts per week. If you're struggling to get started and come up with ideas, we suggest you start by outlining your content pillars. Think of them as topics or themes you'll break down into multiple posts.
You can then use a tool like Sendible to group them into "campaigns" so you can track their performance and see what's working.
In the meantime, here are some content pillar ideas:
Lessons learned from your work
Industry trends or commentary
Behind-the-scenes content
Quick tips, how-tos, or myth-busting posts
Client success stories (with permission)
✅ Add a professional photo and branded banner
✅ Write a headline that captures attention and includes keywords
✅ Craft a story-driven summary with a strong hook and CTA
✅ Use relevant keywords throughout your profile
✅ Collect endorsements and recommendations for social proof
✅ Post regularly and comment to stay visible
Need a step-by-step audit of your profile? Download our free LinkedIn Profile & Page Audit Checklist to see what’s working and what to improve.