If you are looking for a job, a career change or simply to network with people in your domain of expertise, an effective professional online identity is becoming a necessity in today's connected world.

Linkedin is a social networking site for professionals. With 500 million users in 200 countries (figures April 2017), LinkedIn is a good platform to put your profile, whether you are an active or passive jobseeker.


From the page www.linkedin.com, you will be asked to sign in. If you are not a member, you will find the option “Join Now”. Click on this and follow the instructions (it is a user-friendly platform).

Have a relevant Headline for what you do/your expertise/industry. Example: International Marketing Director Life Sciences.
Under your Headline, make a summary of your experiences and skills. This should include the skills and experiences you want to promote.

If you are looking for a Marketing position, to increase your chances of coming up in searches, keywords found in your headline and throughout the profile should be relevant to the position. Keywords such as strategic, tactical, budget planning responsibility, marketing plans etc.

Fill in your work experience with dates and a short summary of each role to include where possible responsibilities and achievements. If you have a gap in your work experience due to following your partner abroad, this can be filled, for example with “followed partner abroad on their expat assignment”. Add any relevant professional information for this period such as studying, learning new languages, wrote a book, voluntary work etc...

Don’t forget to add company logos (if they exist in the Linkedin database) to your experience.

Add your Education (remember to add, if they exist, the educational institutions’ logos).

Fill in languages and levels of proficiency (even languages where you have a basic knowledge).

Join Groups on Linkedin that are relevant to your area of expertise and interests. This can enlarge your network and keep you up-to-date with what is happening in your domain.

Insert relevant media to promote your expertise.

Be active on Linkedin: This can be done by asking people to join your network (if they don’t know you, take the time to write a personal message explaining why you would like them to be part of your network). Also “like” or "comment" on relevant posts from others and start writing your own articles.

Ask ex-colleagues, managers or clients to give you recommendations and endorsements.

Give recommendations, endorsements and share content you liked with others in your network.

By downloading the App to your smartphone, you will be reactive to contacts and messages, as well as being informed of posts and articles.


In Marketing terminology, when promoting a brand or a service, we talk about the 4 P’s of Marketing: Product, Price, Promotion, and Place. Branding oneself and one’s career can be based on the same concept, to include some of these components: promoting a professional profile/image, expertise and experience, as well as considering the different channels and places to brand oneself.

Nowadays, as with a product or a service, online has become a huge player in the promotion of one’s professional profile and brand. However, like all branding tools, the image and the content you wish to transmit, should be professional, carefully considered and kept up to date.


On professional sites, the more complete, relevant and clear your profile is, the more likely you are to be viewed by potential employers and recruiters.  Remember, though, that the quality of the content is more important than the quantity.  Keep the content professional and true to who you are and what you can do. Also, be active in writing and sharing useful insights in your domain. This will increase your visibility and consideration as a professional in your domain.

If you haven’t yet done so, now is the moment to take the time to start creating a quality online profile and professional brand!

If your profile on Linkedin is done correctly, your professional brand will also, be up and running!

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