How to Attract Opportunities with Your LinkedIn Prof
In the last session, we covered how showing up consistently on LinkedIn is more effective than focusing solely on personal branding. But once you start showing up, what happens next? Your LinkedIn profile should not just exist—it should work as a tool to attract referrals, connections, and inbound leads. If it is not doing that, it is time for a strategic refresh.
This newsletter focuses on three key ways to optimize your LinkedIn profile so that people not only find you but also want to connect and engage with you.
Most LinkedIn Profiles Are Not Optimized for Visibility
Many professionals assume that listing their job title, company name, and work experience is enough. But if your profile is just sitting there, waiting for someone to stumble upon it, you are missing out.
A strong LinkedIn profile should:
Position you as a credible expert in your field
Showcase what you do and who you help
Make it easy for the right people to reach out to you
If your profile is not doing those things, here is where to start.
1. Position Yourself for Visibility: Fix Your Headline and About Section
Your headline is one of the most visible parts of your profile—it shows up when you comment, connect, and appear in searches. Most people use their job title alone, but that does not explain what they do or who they help.
How to fix your LinkedIn headline
Use a formula that clearly defines your expertise and audience.
❌ Ineffective headline: Marketing Manager at XYZ Company
✅ Optimized headline: Helping B2B Brands Generate Demand on LinkedIn | Content & Social Strategy
Your About section is another major opportunity that is often underutilized. It should be engaging, easy to read, and action-driven.
Three key elements of a strong About section:
A compelling opening that captures attention
A clear explanation of who you help and how you add value
A call to action that tells people what to do next (connect, message, visit your website)
Think of this section as a personal landing page. It is not just about listing credentials—it is about creating a connection with your audience.
2. Build Credibility Through the Experience, Featured, and Recommendations Sections
The Experience Section: Show Your Story, Not Just Job Duties
Many people treat the Experience section as a resume, listing past roles and job descriptions. Instead, this section should provide a high-level overview of your role, impact, and contributions in two to three paragraphs per position.
Instead of just listing responsibilities, use this space to tell a story about your expertise. Explain the scope of your role, the kind of work you focused on, and the impact you had. A well-written Experience section should provide context and insight into how you operate as a professional.
For example, instead of saying, “Managed social media strategy and led a team of three,” you might write:
As the Head of Social Strategy, I developed and implemented content marketing initiatives that grew brand engagement by 300% in under a year. I worked closely with cross-functional teams to ensure messaging aligned with broader company objectives while also building a high-performing team that contributed to measurable revenue growth. Through thought leadership and a strong content strategy, I positioned the company as a trusted voice in the industry.
The goal is to make this section readable and insightful, not just a collection of bullet points.
The Featured Section: Showcase Your Work
The Featured section is a highly underutilized space on LinkedIn, but it is one of the best places to showcase your work.
What to include in the Featured section
A top-performing LinkedIn post that highlights your expertise
A link to your website or personal blog
A case study or portfolio example
New LinkedIn Premium Feature: Pin Key Profile Content
For those with LinkedIn Premium Business, LinkedIn now allows you to pin key sections of your profile to your Featured section, such as:
Experience
Licenses & Certifications
Recommendations
Courses
This feature is gradually rolling out, so check to see if you have access. If you do, use it to keep your most valuable profile sections front and center.
If you do not have Premium, the Featured section is still a great place to add content that strengthens your credibility.
Why You Should Get One to Two LinkedIn Recommendations Per Year
Most people set up their LinkedIn, receive a couple of recommendations early in their career, and then forget about them. But strong LinkedIn recommendations act as social proof, making it easier for others to trust your expertise.
A good rule of thumb is to give and receive at least one to two recommendations per year.
How to get strong LinkedIn recommendations:
Give one first. Write a thoughtful recommendation for a colleague, mentor, or client. Be specific about their strengths and contributions.
Ask for one in return. Reach out to people you have worked with recently and make it easy for them by suggesting key projects or contributions they might mention.
Recommendations make a significant difference when someone is considering reaching out to work with you. A strong profile should include fresh recommendations that reflect your latest work and skills.
3. Optimize Your LinkedIn Service Page to Attract Clients
If you are a freelancer, consultant, or small business owner, a LinkedIn Service Page is a must-have. This free feature allows you to list your services and lets anyone message you directly without needing to connect first.
Why a LinkedIn Service Page Matters
Your services become more discoverable on LinkedIn and Google
Any LinkedIn member can message you for free about your services
If you have LinkedIn Premium Business, you get additional features like:A Services Showcase with a media carouselA Request Proposal button for potential clientsThe ability to feature client reviews and ratings
How to Optimize Your Service Page
Clearly define your services—be specific about what you offer
Add media (if available with Premium)—showcase your past work
Encourage client reviews—this builds credibility and trust
If you do not have a Service Page, setting one up is a simple way to increase your inbound inquiries and attract clients without sending cold messages.
Next Steps: Make LinkedIn Work for You
A strong LinkedIn profile is not just about looking good—it should actively bring in new connections, referrals, and opportunities.
What to do next:
Update your headline to be clear and compelling
Audit your About section to make it engaging and easy to read
Refresh your Experience section with high-level overviews instead of bullet points
Use the Featured section to showcase your best content
If you have LinkedIn Premium Business, try pinning key sections to your profile
Give one or two LinkedIn recommendations this month—then ask for one in return
If you offer services, set up a LinkedIn Service Page to make it easier for clients to reach you
A well-optimized LinkedIn profile will work for you even when you are not online.
