Your LinkedIn profile is probably the first thing a recruiter or potential client sees when they search your name. For many Australian professionals, it’s also the only digital portfolio they have. So it needs to work hard.

I’ve reviewed hundreds of LinkedIn profiles over the years, and the same mistakes come up again and again. The good news is that most of them are easy to fix. Let’s work through the key sections.

Your Headline

The default LinkedIn headline is your current job title and company. That’s fine, but it’s a missed opportunity. You have 220 characters to tell people what you do and who you help.

Weak: “Marketing Manager at ABC Corp”

Strong: “Marketing Manager | B2B SaaS Growth | Content Strategy & Paid Acquisition | Melbourne”

The strong version tells recruiters exactly what your specialisation is and where you’re based. In Australia’s market, including your city can help with local search results.

Your About Section

This is your elevator pitch. Most people either leave it blank or write a dry third-person bio that reads like a corporate press release.

Write in first person. Be specific about what you do, who you’ve done it for, and what results you’ve achieved. Include a call to action at the end, whether that’s inviting people to connect, visit your portfolio, or reach out about opportunities.

Here’s a structure that works:

1. Opening hook (1-2 sentences about what drives you professionally)
2. What you do (your core skills and experience areas)
3. Key achievements (2-3 specific, measurable outcomes)
4. What’s next (what you’re looking for or working on)
5. Contact info (email or portfolio link)

Keep it under 300 words. People skim on LinkedIn.

Experience Section

Don’t just list your responsibilities. For each role, include:

• A brief description of the role and company
• 3-5 bullet points highlighting achievements, not duties
• Quantified results wherever possible (percentages, dollar amounts, time saved)

Weak: “Responsible for managing the company’s social media accounts”

Strong: “Grew Instagram following from 2,000 to 15,000 in 12 months through a content strategy focused on behind-the-scenes brand storytelling. Increased engagement rate from 1.2% to 4.8%.”

Featured Section

This is criminally underused. LinkedIn’s Featured section lets you pin posts, articles, links, and media at the top of your profile. This is where your portfolio comes alive on LinkedIn.

Pin your best work:

• Links to case studies or project write-ups
• Published articles or blog posts
• Presentations or slide decks
• Your portfolio website URL
• Media coverage or awards

Aim for 3-6 featured items. Update them regularly.

Skills and Endorsements

LinkedIn’s algorithm uses your skills section for search matching. Make sure your top three skills align with what you want to be known for. Remove outdated or irrelevant skills that dilute your profile.

Ask colleagues to endorse your most important skills. Reciprocate. It takes two minutes and it genuinely affects how your profile appears in recruiter searches.

Recommendations

Written recommendations carry weight. Aim for at least two or three from people who can speak to your professional capabilities. Former managers, clients, and project collaborators are ideal.

When asking for a recommendation, make it easy: suggest a specific project or achievement they could reference. People are usually happy to help but struggle with what to write without guidance.

Activity and Content

Posting on LinkedIn signals that you’re active and engaged in your industry. You don’t need to post daily. Once or twice a week is plenty.

Share insights from your work, comment thoughtfully on industry news, or write short posts about lessons learned. The goal is to demonstrate expertise, not to become an influencer.

The Profile Photo

Use a professional, recent photo where your face is clearly visible. Natural lighting works better than studio shots for most industries. Smile. Look approachable. This isn’t your passport photo.

A custom banner image that reflects your industry or personal brand is a nice touch. Canva has free templates specifically for LinkedIn banners.

Final Thought

Your LinkedIn profile is a living document. Set a reminder to review and update it every quarter. Add new achievements, refresh your headline if your focus has shifted, and keep your Featured section current.

It’s the most accessible portfolio tool you have. Make it count.