This blog post contains the transcription of a free virtual Lunch & Learn we hosted in March 2025 titled, “Nailing Your Personal LinkedIn Presence.” You can view all of our upcoming webinars here.
LinkedIn Tips
Who are the Top Experts to Know?
Lauren Perna is the CEO and Lead Writer of Lauren Perna Communications, a New England-based firm that helps clients tell their story through content strategy and copywriting. Clients include life sciences companies, healthcare organizations, and other game-changers united by their passion for improving lives.
Lauren is also a fierce advocate for mental health awareness and care. She is an award-winning community leader, recognized for her work as part of the Women’s Business League Neponset Valley Chapter. She is the Chief Community Officer and Founding Member of the Chronic Boss Collective and an elected Town Meeting Member. She received her Bachelor of Arts from Fordham University, and she holds a certificate in Digital Marketing from Columbia University/Emeritus.
Robyn Miller is the proud owner of MorningBird Media, a digital media company designed to help small business owners thrive. When she isn’t in her role of being a mom, adjunct professor or community advocate, you can find her on a trapeze or designing her next essential oil creation.
Susan Rooks has filled many roles, including five years as an international corporate trainer, focusing on communication skills for business professionals in a dozen countries. During that time, she was tagged as the “Grammar Goddess” due to her focus on and love of teaching the American grammar rules.
Thinking she was just helping a friend who wanted to ensure she was using correct grammar in her first book, Susan became an “accidental editor” when her friend asked her to “edit” her second book a year later as she had done previously. That one word brought Susan to a world of helping others that delights her to this day.
Susan prefers to work with business-related material including blogs, websites, and nonfiction books, even memoirs. Her tagline? “I want to help all content creators look and sound as smart as they are.”
Optimizing Your LinkedIn Profile for a Strong First Impression
Before you even think about content, you need to ensure your LinkedIn profile is fully optimized. Here are the key sections to focus on:
Profile Picture & Background Image
Your profile picture should be professional and approachable. Customize your LinkedIn banner (background image) to reflect your brand or expertise.
Headline
Your headline appears under your name in comments and posts—make it compelling. Instead of just listing your job title, highlight how you help others (e.g., “Helping small businesses grow through strategic digital marketing”).
About Section
Write in the first person to make it more engaging. Showcase your unique skills, achievements, and values. Speak directly to your target audience—whether it’s potential clients, employers, or industry peers.
Experience & Skills
Fill out your experience section with key accomplishments, not just job duties. Be intentional about the skills you add—avoid listing irrelevant ones (e.g., “Excel Expert” if you don’t actually specialize in it). Other LinkedIn users can endorse your skills, making them more credible.
Recommendations & Featured Section
Ask for recommendations from colleagues, managers, or clients to add social proof. Utilize the Featured Section to showcase articles, press mentions, or portfolio work.
Custom LinkedIn URL
Edit your LinkedIn profile URL to include your full name instead of the default mix of letters and numbers (e.g., linkedin.com/in/johndoe).
Creating Engaging Content on LinkedIn
Once your profile is polished, it’s time to build your personal brand by sharing valuable content. Here’s how:
Choosing the Right Content Format
LinkedIn offers various content formats, including:
- Text posts (great for storytelling and insights)
- Carousel posts (swipe-through images for engagement)
- Videos (boosts visibility, as LinkedIn prioritizes video content)
- LinkedIn Articles (great for in-depth thought leadership)
- Newsletters (ideal for ongoing engagement with your audience)
What to Post About
Your posts can focus on:
- Industry insights and trends
- Lessons learned from your career
- Tips and how-to guides
- Personal success stories
- Behind-the-scenes of your business or job
- Engagement-driven questions & polls
Frequency & Consistency
Start with one post per week if you’re new to LinkedIn. Use LinkedIn’s scheduling feature to plan content in advance. Avoid overthinking—just start posting and refine over time.
Building and Growing Your LinkedIn Network
Optimizing your profile and posting regularly is just part of the equation—you also need to engage with others and grow your network.
Connections vs. Followers
Connections are mutual (you see each other’s content). Followers see your content, but you don’t see theirs. To build your presence, aim for quality connections rather than just quantity.
LinkedIn Networking Best Practices
Follow these steps:
- Engage with content: Comment on and share posts relevant to your industry.
- Send personalized connection requests: Avoid generic “I’d like to connect” messages.
- Don’t immediately pitch: Focus on relationship-building before selling.
- Join LinkedIn Groups: Engage with niche communities in your industry.
Security & Privacy
Use two-factor authentication for extra security. Regularly update your password. Be cautious of unsolicited pitches and spammy messages.
Resources for Massachusetts Businesses
Amplifying Your Presence with Massachusetts Business Network
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