Six Ways to Enhance your Career Brand on LinkedIn

Recruiting professionals are highly attuned to cues in LinkedIn profiles or resumes that might shed light on a candidate’s potential. Like the oft-ignored resume, it’s easy to ignore updating your online profile until you’re highly active in a job search. Whether you are an active candidate or happily in place, crafting and communicating your career brand can only enhance your options and trajectory while giving you a clear perspective on all you’ve accomplished.

Here are six things hiring managers and recruiters are looking for as they give your profile a few seconds to pique their interest before they move on, how you might tool your profile to get them to linger longer, and then actually reach out. 

  1. Consistent Promotion: Recruiters notice the time between promotions like surfers keep track of the tides. We want to see forward progress both with internal promotions and external career moves. Always include your title changes in your online profiles and resume.
  2. Solid Tenures: Multiple short tenures are typically a red flag, but there are exceptions to that rule. We are seeing strong performers curating a mix of experiences in their careers with the whole being greater than the sum of its parts. Across our core industries of advertising, consulting and start-ups, solid tenures average 3-6 years. Longer tenures (or even never making an employer move) still have merit as long as there is consistent promotion. A variety of employers over a career communicates the ability to adapt to new cultures. What’s critical is understanding and clearly communicating each move you’ve made and succinct, honest answers to the blips and speed bumps you may have encountered along the way.
  3. Projects or Brands: Highlighting the projects, brands, or teams you have worked with and their importance within the business communicates how leadership views your capabilities.
  4. Results: Highlight data to show the impact you’ve had on the business. Increased revenue, customer satisfaction/engagement, growth in the size of your team, new and organic growth. You may be hemmed in somewhat by confidentiality, but there are likely a few key bullet points from every position that would bring richer context to your hard work.
  5. Industry POV: Showing interest and a unique perspective on the trends of the sector demonstrates your ability to put your work in a broader context. A simple start is to reshare your favorite items on LinkedIn, ideally with a few personalizing ideas about how it relates to your work. The Accomplishments section on your profile is an excellent way to highlight any conference speaking engagements and industry awards to your profile.
  6. Where you want to go: The “About” section on your profile is one of the first places you can craft your personal narrative. Think about your career aspirations and ways to creatively communicate where your ideal (and reasonable) next steps would bring you. Work to keep these goals more big picture; signaling unreasonable expectations can have a negative impact and too much specificity could wall off potential new avenues for your career.

Spending some time contemplating and planning your career future has always been a good idea, but there’s more to that than simply dusting off and updating your old resume every few years. Using LinkedIn to effectively communicate your career past, present and future is time well spent.

If you need help or a fresh perspective, take a call from a recruiter that knows your space or to a colleague who hires often and get their feedback on your profile. Understand how your profile is seen in the talent market and make the changes that will make your profile pop. 

For a deeper dive, check out these resources from Harvard. Your career will thank you for it!

Photo by on Unsplash



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Ciera is a born-and-raised Duluthian who recently graduated from Point Park University in Pittsburgh. When she isn’t designing the Salmela website or sending emails, she doubles as an actress! With over 15 years of acting experience, Ciera brings her creative artistry and understanding of people to her work at Salmela.

Madison is a marketing maven with a mastery of magnificent messaging. She brightens every room with her positive attitude and joins Salmela to explore the digital corners on every search. If you’re having a first conversation with one of us, Madison is probably the reason why!

Ryan is an Emmy-award winning news producer with a strong history in the performing arts. Funny and outgoing, he’ll meet you with a journalist’s curiosity and actor’s joie de vivre.

Meghan brings her previous advertising agency experience to Salmela. She is a natural-born conversationalist and delights in every interaction with candidates and clients alike. Meghan can find something in common or a shared interest with just about anyone. (No really, it’s AMAZING.) She is also a foodie, loves cooking, and is always looking for the next opportunity to try an adventurous recipe.

Kate joins Salmela after a decade of non-profit arts leadership, where she shared her passion for building community, education, inclusiveness, and arts access. Her superpower is helping professionals identify their strengths and set them on a course for greater success. After work, she can be found reading Shakespeare, doing yoga, or prepping the next generation of theatre stars for college.

Cory spends his day advising senior leaders on talent acquisition strategy. He is happiest on his bike, skis, or helping his daughters rehearse lines. He began his career as a National Team Coach for the U.S. Ski Biathlon Team, followed by experience in pharma sales. In 2005, he founded Salmela. Today, Salmela places leaders across the healthcare industry. Salmela is the go-to vendor across marcomm disciplines in healthcare and beyond.

Chief Financial Officer, Olympian, and Health Coach, what can’t she do? When Kara is not managing the Salmela Financials, she spends her days educating and supporting people as a health coach. If that wasn’t cool enough, she also competed as an American biathlete at the 1998 and 2002 Winter Olympics.

Megan focuses on individual career wellness and team development for the healthcare advertising industry. As a natural networker, and with a career background in health/wellness and international corporate project management, Megan has the experience necessary to understand your needs. She enjoys being outside with her family, volunteering in the community, trail running and practicing yoga.

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