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10 steps to a LinkedIn profile that boosts your job search

Article by Belinda Fuller

Having an up-to-date, professional LinkedIn profile that captures your value and gets people’s attention is a vital tool in your job search kit. Even if you’re not currently looking for a job, there are many benefits to keeping it updated. But it can be easy to ignore your LinkedIn profile, or to know where to start when it comes to updating and optimising it.

Writing your LinkedIn profile is quite different from writing your resume. The content in your profile should be more general, as it needs to cater for a broader audience. It also needs to project your personality, while your resume is more a record of your past work and is usually tailored to specific roles.

Here we share our 10 steps to creating an attention-grabbing LinkedIn profile – including tips and tricks that many people don’t know about or simply don’t use.

Step 1: Create a headline for success. Your headline is the most important part of your LinkedIn profile. It’s a vital place to include relevant, career-focused keywords, and it shows up in key LinkedIn locations including search results, connection invitations, employee listings, company pages and messages. Don’t just use your current job title as your headline – make it something that summarises who you are as a professional and captures your value. But don’t get too creative – it still needs to be something searchable that will help people who are looking for the services or skills you provide to find you.

Step 2: Upload a professional-looking photo. According to LinkedIn, profiles with photos are far more likely to receive views and connection requests than those without. Your photograph is a visual representation of who you are to the world of LinkedIn. Having a blurry or inappropriate photo, or no photo at all, will influence whether someone decides to reach out to you. Your best bet is to use a professional head shot – although that’s not always necessary. Read our article on how to achieve a professional headshot without using a photographer.

Step 3: Customise your URL. By default, most users have a URL that’s some combination of their first and last name plus a string of random numbers or letters. But many people don’t realise that you can actually customise it. Customising your LinkedIn URL makes it easier for people to find you by searching for your name. Otherwise, they’re left sifting through the (sometimes many) users with similar names. You want to ideally shorten your URL to your first and last names, but if that’s taken, aim for a memorable combination of your full name and/or initials.

Step 4: Write a standout summary section. Some people skip this, but it’s important to make your summary the focal point of your profile. This section gives you an opportunity to shine and to differentiate yourself from other professionals. Your summary should capture your unique value, expertise and skills, and include:

A brief overview of who you are as a professional
What you can offer in terms of experience, expertise and skills
Any relevant (and impressive) career accomplishments
A list of your specialities, including as many keywords as possible.

LinkedIn also allows users to include images, videos and slideshow presentations in the summary section. So instead of just talking about your work, you could include examples or show yourself in action.

Step 5: Keep your work experience comprehensive but concise. Resist the temptation to cut and paste your resume into the experience section of your LinkedIn profile. Instead, try to create a concise, high-level picture of your skills and talents. Descriptions of each role should be shorter than your resume, so include only your most important responsibilities and achievements. We recommend including your employment details from at least the past 10 years (if relevant). This provides more opportunity to use keywords and to connect with past colleagues, managers, clients, partners and suppliers.

Step 6: Include past and current education. You should list all your qualifications in the education section. This includes study you’re currently undertaking with an estimated completion date. Completing this section in as much detail as possible can demonstrate a commitment to continuous learning, which is important to many employers. It also creates opportunities to connect with former classmates, teachers and alumni groups. Include other courses or training completed under the relevant ‘Courses’ and ‘Certifications and Licences’ sections.

Step 7: Highlight your accomplishments. Have you won an award? Do you speak multiple languages? Have you written something that was published or presented at a conference? Do you volunteer for any charity or not-for-profit organisations? Adding these additional accomplishments is a great way to showcase your unique skills and stand out from the crowd.

Step 8: Ensure your skill endorsements are appropriate. Endorsements can be a great way to show off your key skills. The secret to making them work for you is to keep them updated. As you transition between jobs, develop new skills or take on new responsibilities, drop outdated skills from your profile and add the new ones you want to be known for.

Step 9: Keep your contact details current. Add your email address, blog, Twitter handle or other details to the contact information section of your profile. You’d be surprised how many people leave this out! But it’s important if you’re actively seeking new opportunities.

Step 10: Join relevant groups. LinkedIn groups are a great resource and can really help with your job search. By joining groups relevant to your profession or industry, you can show that you’re engaged in your field. But more importantly, you’ll instantly be connected to relevant people and discussions.

Creating a LinkedIn profile that reflects your value and gets people’s attention can be challenging. You might not even know where to start. Our team of professionals are here to help with LinkedIn profile writing and resume writing.

How to bounce back from redundancy

Article by Belinda Fuller

If you’re going through a redundancy or have in the past, you’ll understand the enormity of change it can cast on your life. In today’s business climate, redundancies are common and usually out of our control. As technology evolves and workplaces change, restructures occur and redundancies become inevitable. Then there are national and global events that no one can prepare for.

Being made redundant is generally a stressful time, with the loss of income and uncertainty about your next steps. But it can also give you a chance to pause and reassess your career path. It can be the catalyst for positive career change and ultimately take you down an exciting new road.

Read on for our tips on how to bounce back.

Don’t panic! Resist the urge to spring into action immediately. Take some time to regroup and reflect on your new direction. Remember, you’re not alone – many people go through a redundancy at some stage. In fact, there was a 45% increase in redundancies from 2017 to 2019, according to the Australian Bureau of Statistics. And it doesn’t necessarily reflect badly on you, since many companies have downsized or restructured in recent years, and there are often circumstances beyond your control.
Reassess your career path. This is an opportunity to evaluate your career path and goals. Make the most of the time you have now to set a new course for the future. Look back on your career to assess previous roles and reflect on what you enjoyed. Consider different factors for your next role – for example, market sector, location, company size, organisation structure, responsibilities, salary and benefits. This can help you pinpoint your preferred path. And once you start searching for a new role, this information could provide a perfect recruiter brief, helping recruiters to understand what’s important to you and where you want your career to head.
Consider studying or retraining. If you’re interested in a change of career, research the skills needed to make that change. Look at online and face-to-face courses and get a clear idea of what’s needed to move into your chosen area.
Update your resume and LinkedIn profile. When you’re ready to kickstart your job search, your first task should be to update your resume, LinkedIn profile and other relevant profiles. Nearly every industry uses LinkedIn to research candidates, so make sure your LinkedIn profile is more than a storage place for career contacts – it should be an evolving record of your professional life that helps market you as a great candidate. Make sure your work experience is up to date, your profile picture is current and your contact details are displayed. You can also set your profile to ‘Looking for a job’ which makes it easier for prospective employers to find you. Once your LinkedIn profile is up to date, you can align your resume with it, adding more detailed information about your responsibilities and achievements. Having your resume ready to go means you can take advantage of opportunities as they arise.
Start your job search. After preparing your LinkedIn profile and resume, it’s a good idea to brush up on your job application and interview skills. You should also register with relevant recruitment agencies and set up automated job searches on Seek and LinkedIn. If there are specific companies you’d like to work for, visit the careers sections on their websites and send them your resume. Or you could try connecting with current key employees on LinkedIn.
Reach out to your networks. Leverage your network of connections by letting them know you’re looking for a new opportunity. Email them, call them, organise a coffee catch-up – you never know where it may lead. Taking advantage of your network can be key to securing your next position.
Maintain a positive routine. Your mental well being can take a hit when going through a redundancy, even if it’s voluntary. Work provides a huge amount of structure to your life, so when you no longer have that, it’s important to create positive routines for yourself. This will help you maintain a healthy body and mind and a professional presence. Do things that make you feel good such as exercising, eating well and catching up with friends and family where possible. Redundancy doesn’t last forever, so staying positive and focusing on your well being alongside planning your next career move will help you progress in the right direction.
Stay open-minded. The job market constantly shifts, salaries fluctuate and competition can be fierce. While it might not seem ideal initially, being open to compromise when it comes to your next role or salary can help you find the right opportunity. It won’t always be as simple as walking into a similar role in a different company or jumping straight into your dream job. Use your redundancy as a chance to assess different types of roles that might be a good fit. Think laterally, considering your transferable skills and what you enjoy most. Your next role may not always be what you expect – but it could be your best yet!

Finding your way forward after a redundancy can feel overwhelming. If you’ve lost your job, you’re considering changing careers or you’re unsure of your next step, our Career Counsellors can provide guidance and clarity. Our team of professionals can also assist with LinkedIn profile writing, resume writing and interview training and coaching.

LinkedIn SEO: how to optimise your profile

Article by Belinda Fuller

Have you ever wondered how to get more eyes on your LinkedIn profile? Enhancing it for SEO (search engine optimisation) is one of the most effective things you can do. SEO – in relation to LinkedIn – refers to the way you write and use your profile to increase its ranking in a search and therefore its visibility. The higher your profile is ranked when someone searches for a particular term, the more views your profile is likely to get.

There are many factors that affect your SEO and visibility, including LinkedIn’s ranking process. Like most search engines, LinkedIn uses algorithms to select and order the results provided when someone searches something. Each LinkedIn user is given a unique relevance score based on various factors to determine the order in which profiles are ranked. These algorithms and factors are complex and kept secret by LinkedIn.

However, there are many things you can do. Other factors that influence your ranking and visibility include keywords, profile completeness, user activity, number of connections, content relevance, endorsements, recommendations and your relevance/relationship to the person searching.

To optimise your profile so more people view it, try focusing on these areas:

Keywords: Come up with a list of words or terms that a recruiter looking for someone like you might use when searching – for example, ‘project management’ or ‘software development’. Then use these keywords throughout your profile in as many sections as possible, including your headline, role descriptions and Skills & Endorsements. In the Skills & Endorsements section, LinkedIn prioritises skills already in its database, so when adding a new skill, start typing it, then select the most relevant suggestion that appears.
Headline: Customising your heading is not only critical for SEO, it’s also an important part of your personal brand. LinkedIn automatically populates your headline with your current or most recent position – however, you have the option to customise it. We always recommend doing so, as well as using all 120 characters available to create an informative and impactful snapshot of yourself. For example, a profile’s ‘automatic’ headline might read “CEO at ABC Company”. But a better option is to customise it to something like: “Senior Leader & CEO ♦ Technology Sales/Operations ♦ Transformational Change ♦ Business Turnaround Expert”. The second headline is much more descriptive and impactful, and helps to build a strong personal brand.
Profile completeness: If your profile isn’t 100% complete, try to fill out every section with clear and concise information that includes your keywords. Consider using bullet points rather than paragraphs, and format the text so it’s easy to read. Using up all the character limits in sections can also help improve your SEO. Use LinkedIn’s automated guidance to help improve your profile – it prompts you to add to incomplete sections. Broaden your network with quality connections – think superiors, colleagues, clients and customers. The more connections you have, the better chance you have of being found, but it helps to focus on quality over quantity.
Job title optimisation. Including keywords in your job titles assists with SEO. Ensure they are optimised for the roles you are seeking and they accurately reflect what you did. If a title doesn’t properly reflect the role, consider tweaking it so that it does.
Vanity URL. LinkedIn allows you to personalise your URL, changing it from the automated URL, which is usually quite long and contains a random assortment of numbers. Taking advantage of this feature can make it easier for people who know you to find you. You can also more easily add it to your email signature, business cards and other marketing material.
Group Participation. Joining, and actively participating in, groups may improve your profile’s visibility, while also helping to expand your network with like-minded people. Here’s a bonus tip: choose groups relevant to your keywords. They appear publicly on your profile, so your keyword usage increases. Join local groups but also seek out national or international groups. These can help increase your ranking as well as showcasing your successes and the value you’ve created. Don’t be shy – ask colleagues, superiors, customers, etc. for recommendations on work you have done in the past. If you feel uncomfortable asking, you could offer to write one for them and ask them to return the favour.
Photo. Profiles with photos are viewed significantly more than those without. Include a clear, good-quality photo of yourself taken against a white or plain background. You ideally want to show head and shoulders and be dressed in professional attire. Read our previous article for tips on how to get a professional head-shot without hiring a photographer.
Anchor text links. Where you include a website address, you can customise the ‘anchor’ or ‘search’ text to a title that makes more sense – for example, your personal blog might be called ‘xyz.com.au’ but you could change the anchor text to ‘CEO Advice Centre’. Again, this is an opportunity to include your keywords.

Follow these simple tips for optimising your profile and watch your activity rise. LinkedIn has a feature that lets you see who has viewed your profile in the last 90 days and allows you to access trends and insights – so use this to monitor your success.

Do you need to strengthen your LinkedIn profile so you can get more views – and more opportunities? We can help you develop a professional, keyword-optimised profile that sets you apart from your competitors. Learn more about our LinkedIn Profile Writing Service.

13 things you’re doing wrong on LinkedIn

Article by Belinda Fuller

LinkedIn is the world’s largest professional network, with more than 575 million users. It’s become an indispensable tool for recruiters, which means your profile is often the first impression a recruiter gets of you. Does your profile help you put your best foot forward? There are many ways to get it right – and many ways to get it not so right.

Here are the most common mistakes we see and how you can avoid them.

Mistake 1 – No profile picture: LinkedIn says that profiles with a photo are 14 times more likely to be viewed than those without one. And a professional-looking photo makes a big difference. For tips on how to get a great-quality photo without paying a pro photographer, read our previous article on getting a professional headshot. Just remember: no dogs, babies, partners or party shots!

Mistake 2 – Not customising your headline: LinkedIn automatically populates your headline with your current or most recent position, but you can, and should, customise it. We recommend using all 120 characters available to create an informative and impactful snapshot of yourself. This is an important part of building your personal brand.

Mistake 3 – Skipping the summary: This is one of the most common areas we see clients overlook, but this is a wasted opportunity. Use it to provide an overview of who you are, who you help, what you specialise in and what you’ve achieved, using short, sharp wording broken up with subheadings and bullet points. Optimise your summary using keywords related to the roles you’re seeking.

Mistake 4 – Not making it consistent with your resume: LinkedIn should not be a cut-and-paste of your resume, but the two should align. While LinkedIn is more personal, less formal and may contain additional information, make sure your roles, dates and qualifications match up.

Mistake 5 – Forgetting to customise your LinkedIn URL: When you set up your profile, you’re automatically assigned a long combination of random letters and numbers as a unique URL. Take advantage of the ‘vanity URL’ option and customise your URL to reflect your first and last names or your business name (if you’re a business owner).

Mistake 6 – Not having recommendations: Recommendations are the easiest way to show credibility. They’re the modern-day version of a written reference, so spend some time requesting them. Approach appropriate 1st level contacts and ask them if they’ll write you a recommendation, specifying what you’re after or what you’d like highlighted. Be specific and most people will oblige. If you’re finding it hard to ask for a recommendation, offer to write one for somebody you’ve worked with and ask them to return the favour.

Mistake 7 – Sending random or non-personalised connection requests: While it’s not essential to restrict your networking to people you know well, you should always provide context when sending a connection request. For example, if you know the person, ask them about their business or personal life; if you’ve met the person briefly, remind them how you met; and if you’ve never met, do some research and tailor your request to explain why you’d like to connect.

Mistake 8 – Not building connections: Many employers place high value on a candidate’s connections. In many roles, you might be hired because you know certain people in your industry. You might be amazed at just how many people you know on LinkedIn. Seek them out and connect with them. You should be constantly building your network, adding contacts and accepting connection requests.

Mistake 9 – Not using web-friendly content: To improve readability and highlight important points, use bullet points and subheadings in relevant sections, including your summary and experience. Consider adjusting the order of your experience, skills, education etc. to suit your target role or industry. Be sure to use keywords and phrases specific to the position(s) you’re seeking throughout your profile.

Mistake 10 – Having an incomplete profile: Completing your profile not only helps more recruiters find you, it also sends a great message about your professionalism to people viewing your profile. In addition, it provides more networking opportunities. Complete as many sections as possible to achieve an ‘All-Star’ level.

Mistake 11 – Not including supporting information: LinkedIn lets you link to blogs, websites, presentations, projects etc. where people can learn more about you and your professional achievements. Including this supporting information will help strengthen your profile.

Mistake 12 – Not making it easy for people to contact you: LinkedIn is all about engaging with people. Invite people to connect or to contact you for advice if relevant. Including some personal information like volunteer work can also encourage like-minded people to connect with you. Take some time to learn about privacy settings to ensure you’re happy with how others see your profile, activities, and network information. Set preferences regarding job seeking, including letting recruiters know you’re open to opportunities.

Mistake 13 – Not responding professionally: Not responding to emails and connection requests in a timely manner looks unprofessional. Likewise, making judgements about people’s motives could be a mistake. Try to treat any enquiries or connection requests in the same way you would treat a business or sales enquiry. You don’t want to waste time obviously, but try not to ignore people you initially perceive as not able to add value.

LinkedIn is a fantastic professional networking tool with many features and benefits that you may not be taking advantage of. Optimise your profile using our tips above and you may be surprised by the results.

Do you need a stronger LinkedIn profile to help you connect with like-minded industry experts or boost your job search? We can help you develop a professional, keyword-optimised profile that sets you apart from your competitors. Learn more about our LinkedIn Profile Writing Service.

4 tips to supercharge your LinkedIn profile

Article by Belinda Fuller

The world’s largest professional networking platform is constantly evolving and has become a critical part of any successful career plan. These days, many employers use LinkedIn to find the right candidates. Whether you’re searching for a new role, developing your career while in a stable position, or working for yourself as a consultant or business owner, using LinkedIn effectively can give you an edge.

If you already have a LinkedIn profile, there are several ways to update it to improve your overall presence. Many of these tips are very quick to implement but could make a huge difference to your profile and presence. Here’s how to optimise your profile and help give your career a boost.

Tip 1: Boost your visibility by optimising for SEO

Search engine optimisation (SEO) involves using keywords and other techniques to optimise online content to improve its search ranking. When ranking profiles in a search, LinkedIn considers several factors, including how often a keyword appears. With more and more recruiters using LinkedIn to source candidates by conducting keyword searches, having a keyword-optimised profile will help you rank higher.

We recommend first identifying keywords that recruiters may search to find candidates like you. Use these throughout your profile in as many sections as possible. For example, in the ‘Skills and Endorsements’ section, prioritise skills that already exist in LinkedIn’s database by starting to type a skill, then selecting one of the relevant suggestions that appears. List up to 50 skills and change the order by dragging them up and down. Using up all the character limits in various sections may also help improve your profile’s ranking.

Tip 2: Understand and articulate your value

Your ‘Headline’ and ‘Summary’ are high-visibility sections that allow you to communicate your value as a professional and what you have to offer. These sections also contribute to your ranking. Your headline automatically defaults to your most recent (or current) job title, but this might not capture the value you could provide in a future role, so it’s best to create a customised headline. Change it by clicking the ‘edit’ button next to the headline.

You should also avoid simply replicating the content in your resume. LinkedIn is a form of social media, so we recommend injecting some personality (while remaining professional, of course). The best place to do that is your summary. Create a clear picture of you and your ‘personal brand’, state what you’re passionate about, showcase your success and highlight what makes you stand out as a candidate. Write it in a way that’s warm and conversational – not too formal or stuffy.

Tip 3: Look to the future

An exact description of your past experience may not be reflective of where you’re wanting to head. We often talk to clients about using LinkedIn to create impact and interest for the job you’d like in the future – not necessarily for the job you have right now. This is especially true when crafting your headline and summary, but also when detailing your employment history.

Rather than simply listing your title, responsibilities and achievements, use up the available 2,000 characters to add keywords to improve your rankings (as discussed in Tip 1). Include transferrable skills and talk about experiences and successes in a way that highlights your potential for the types of roles you’re hoping to secure in the future.

Tip 4: Add value and engage

One of the great things about LinkedIn is the ability to share content. This includes sharing content such as articles that are relevant and valuable to your network, as well as adding links to projects you’ve worked on or successes you’ve had. Since each profile edit and update you make can get broadcast to your entire network (check your settings to enable this), you’ll constantly be top of mind.

When sharing content, you can either create your own or share other people’s content. Think about things like videos, presentations, publications and articles, and use them as opportunities to interact with others and have conversations. Ask questions and answer questions. Increase engagement with your network and you should start to see positive results.

If you’re using LinkedIn to find a new role or build your career, updating your profile will increase your chances of success. Stand out from other professionals by highlighting the value you offer. Optimise your profile to increase your rankings, inject some personality, look to the future and engage with your network. At the end of the day, it’s a social media network – the more active you are, the more you’ll get out of it.

If you’d like help developing a professional, keyword-optimised LinkedIn profile that highlights your strengths and achievements and helps you stand out from the crowd, take a look at our LinkedIn Profile Writing service.

How to use LinkedIn to find a job

Article by Belinda Fuller

It’s no secret that LinkedIn has become the world’s largest professional network, with over 562 million users in more than 200 countries and territories worldwide. In the Asia Pacific region alone, membership is now well over 100 million, and we know that most recruiters use the platform to find and/or screen candidates. So how can you leverage the power of LinkedIn to find a job?

If you’re searching for a new role, optimising your LinkedIn profile and taking advantage of the additional tools can be a powerful step. Here are our top tips for making the most of LinkedIn:

Search LinkedIn Jobs: Browse the LinkedIn Jobs section to find relevant roles and use filters to refine your search. Create a search alert so you’re notified every time a job that meets your criteria is posted.
Update your career interests: Let LinkedIn know you’re seeking work and share your career goals. You can specify the types of companies and roles you’re interested in, so recruiters can match your interests and background to available roles. Your career interests will be shared with recruiters for 180 days before being automatically turned off, but you can manually change this to continue sharing. Find ‘Career Interests’ in the ‘Jobs’ tab at the very top of your profile.
Keep your profile up to date: A complete profile will strengthen your image, increase your visibility and bring you more networking opportunities. Complete as many sections as possible to achieve the ‘All Star’ level indicated by the profile strength metre under your summary when viewing your profile. Include everything that’s relevant to the roles you’re seeking, with a focus on your recent experience.
Customise your headline: When users search for people with certain attributes, they only see their photo, name and headline. Your headline automatically defaults to your current (or most recent) job title, but you can – and should – customise it to ensure you stand out. Change your headline to encapsulate what you do, the value you offer or the type of roles you’re seeking. Simply click the ‘edit’ button next to the headline (and try to use all 120 available characters).
Upload a photo: A photo makes your profile more likely to be viewed. It’s the first thing people see when they’re browsing, and if you don’t have a photo you’re missing out on opportunities. A professional shot is great but not essential – just don’t use a cropped photo from a social situation or an obvious ‘selfie’. Get someone to take a clear head-and-shoulders photo against a white or plain background, and wear something professional. Don’t forget to smile! For more on getting the perfect picture, read our recent article on DIY-ing a professional headshot.
Include a summary: Your summary (the overview section at the top of your profile) contributes to your LinkedIn ranking and is one of the first things people read. Use yours to create a concise snapshot of you and your ‘brand’. Describe your background, experience and skills in a way that demonstrates your potential for your target roles.
Add a comprehensive list of skills: Your Skills & Endorsements section also helps build your brand and improve your ranking. Select skills that already exist in LinkedIn’s database by starting to type a skill, and LinkedIn will make relevant suggestions. To boost your chances of getting the job you want, don’t leave anything out – you can list up to 50 skills and change the order by dragging up and down.
Get recommendations and endorsements: These are invaluable and boost your profile’s strength and personality. Try to get recommendations for each role and include superiors, clients and colleagues since this will boost your credibility.
Make your content web friendly: Aim for short paragraphs and concise sentences. To improve readability, use bullet points and subheadings. Consider adjusting the order that things appear within each section to suit your target role or industry.
Be active: Share content regularly, making sure it’s relevant, authentic and valuable to your network. It might include articles, blog posts and quotes. Interact with other people and get involved in groups (click ‘My Network’ in the top menu and you’ll see your groups listed in the left-hand sidebar; use the search bar in the top left to search for new groups). The more you interact and post as a professional, the more you’ll get noticed and build recognition.
Build your network: Connections help you increase your own exposure and access others. They also allow you to keep track of industry trends and news and create more opportunities for introductions.
Research companies you’re interested in: Make a list of the companies you’d like to work for and follow them on LinkedIn. This will help you stay up to date on company news and new positions. Identify which of your connections are associated with the companies. Reach out to them for advice, support or an introduction to HR.
Research your recruiter: Before an interview, use LinkedIn to research the interviewer – whether they’re internal or external to the company you want to work with. Use that knowledge during the interview to demonstrate you’ve done your homework.

LinkedIn can be a powerful tool for finding and securing the job you want. But it takes a bit of effort to get it right. Take a look at some of the top profiles in your industry for inspiration, and spend time getting to know LinkedIn so you can make the most of its tools. Your dream job could be waiting for you!

If you’d like help developing or optimising your LinkedIn profile so you stand out from the crowd, take a look at our LinkedIn Profile Writing service.

How to choose the right keywords to secure your next job

Article by Belinda Fuller

Applying for a job these days usually involves sending your resume electronically, which may then be processed using an applicant tracking system. Recruiters and organisations are also increasingly using LinkedIn to recruit. This means that using keywords is an essential part of getting your application seen and demonstrating that you’re the best person for the role. Here’s how to identify the right keywords and use them effectively so you can get the job you want.

A high percentage of resumes are now scanned using applicant tracking systems (ATS), which means your resume may not even be seen by human eyes – unless it makes it through the initial round of scanning. More organisations are also using LinkedIn to find candidates. That means you need to use the right keywords in your resume, online profile and other content if you want your application to be seen.

A keyword is simply a specific word, set of words or phrase that relates to or describes a job, skill or experience. They can be general or specific – for example, ‘general manager’, ‘administrative assistant’, ‘report writing skills’ and ‘agile software development’ are keywords that a recruiter might use to search for candidates.

Regardless of the job you’re applying for, there are some common principles for selecting and using keywords effectively. Here are our top tips.

Your name: Use your full name and ensure your online profile is consistent with your resume and other application documents. For example, if your resume says Greg Smith but your LinkedIn profile says Gregory C Smith, you’ve made it difficult for a recruiter to connect the two. There’s no need to include your full birth name if that’s not your preferred name. While we don’t recommend using nicknames, we do advise shortening (for example, Christopher to Chris) if that’s how you’re known in the workplace.
Job title: Recruiters need candidates with experience that matches the role requirements. To get noticed, you should include your target job title. This doesn’t mean deceptively changing previous job titles, but simply tweaking title(s) to better describe what you did. With many of today’s organisations opting for more ‘interesting’ titles for employees, it can result in the title not necessarily articulating what you do (think ‘Director of First Impressions’ versus ‘Receptionist’). A good solution can be to use a slash to include two titles – for example, ‘Receptionist / Director of First Impressions’ or ‘Senior Administrative Assistant / Executive Assistant’. This will help you get found regardless of which title is being searched.
Qualifications: Include relevant education, licences and certifications with the organisation that conducted the training as well as the year you completed it. Always include study you’re currently undertaking (with an estimated completion date/year). And translate difficult-to-understand qualifications (or those gained overseas) into the commonly understood equivalent. There’s no need to include high school qualifications unless you’re a recent graduate with no other training or education.
Skills: Include a succinct list of relevant skills and capabilities focused on those most frequently mentioned in the job ad. You should create a section in your resume called ‘Key skills and capabilities’ or similar, which could include up to 15 individual skills, if necessary. This helps a recruiter to match your strengths with the right opportunity. And it’s just as important for your online profile as your resume. According to LinkedIn, members with five or more skills listed are contacted (messaged) up to 33 times more by recruiters than other LinkedIn members, and receive up to 17 times more profile views.
Location: Many recruiters check your location so it’s important to include a city and state on your resume. If you’re searching for a new role in another state, you could say ‘relocating to Queensland in June’ or something similar. It’s also important to include your location on your LinkedIn profile. According to LinkedIn, more than 30% of recruiters will use advanced search based on location, so omitting it will reduce your chances of being found.
Industry: Be sure to use commonly used keywords in your industry, such as ‘sales’, ‘marketing’, ‘information technology’ and ‘customer service’ to describe your field and area(s) of expertise. For LinkedIn, select an industry and sub-classification from the ‘Edit Intro’ section to better define your focus.
Seniority: If it’s not clear from your job titles, use words such as ‘graduate’, ‘mid-level’, ‘senior’, ‘executive’ or ‘C Suite’ to show the level of seniority of past roles you’ve held or people you’ve dealt with.
Legislation and regulations: Many roles require an in-depth understanding of, or experience interpreting and applying, laws or regulations. If that’s the case for your role, include the names of these laws, acts, regulations and codes of conduct on your resume, including shortened and extended versions if possible. Including memberships of industry groups and specific licences can also demonstrate in-depth understanding of a specific area and provides another way to include relevant keywords.
Jargon: Include industry jargon and technical terms that are relevant and appropriate to your expertise and future goals. This includes acronyms, with the full description in brackets the first time they appear, so both versions are included.

When preparing your application and online profile, think like a recruiter filling the job you want. How is that job described in job ads? What skills, capabilities, qualifications and tools are required? Decide on your keywords based on the categories we’ve listed above. Then incorporate those keywords logically into your content.

Avoid madly listing or repeating keywords – this is known as ‘keyword stuffing’ and applicant tracking systems can easily recognise it and may reject your application. But get your keywords right and you’ll be well on your way to your next great job.

Would you like help preparing a top-quality job application or LinkedIn profile that focuses on the right keywords? Our experienced writers can help you create a professional resume and LinkedIn profile designed to make employers sit up and take notice. To find out more, read about our Services.

How to get a professional headshot today

Article by Belinda Fuller

If you think you don’t need a professional headshot in your line of work, think again. We regularly view professional social media and other profiles that include blurry or inappropriate photos, or even no photo at all. This situation directly impacts whether or not someone decides to reach out to you.

According to LinkedIn, profiles with photos are far more likely to receive connection requests than those without. I’ve also read countless articles that point to profiles with photos being viewed up to seven times more by potential contacts or recruiters than those without a photo.

If you can’t afford a professional photographer, we’ve put together some tips on how to achieve a professional result with no budget at all:

Enlist a friend or family member to help who is good at taking photos – preferably someone with a camera but a late model phone will also do. Avoid taking a selfie!
Put on some professional attire – whatever you’d wear to work is best – and make sure you’re well groomed. We’re taking a head and shoulders shot so don’t worry too much about what you’re wearing below the waist. Make sure you wear a different colour to the background to create a good contrast. For example, if the background is white, avoid wearing a white top or shirt.
Find a plain background with great natural lighting – use the natural light from a window for indoor shots, however, avoid standing directly in front of a window or anything too busy. Try different rooms to see which area works best.
Stand just far enough away – making sure your face is level with the camera so it’s not shooting up your nose, or down from above. It should be far enough away so that your head and top of shoulders are included in the shot. You don’t want your face filling the whole frame.
Smile and go for it – take lots of photos so you can pick the best shot. Try to look natural, open and friendly. Smiling photos are best so as to avoid the ‘mug shot’ look. In my experience, most people hate having their photo taken so my only advice is to stand in front of that camera, look directly at it and smile – then have your friend take lots of photos.
Pick the best one – save it and use it for all your work-related profiles and bios.

Of course, you could also enlist a professional photographer if your budget allows for it. A good quality headshot can be used for so many situations in your professional life – your email account, email signature, LinkedIn profile photo, Twitter and Facebook photo, company bio/website, personal website or portfolio, for guest blogging or article writing. So just go for it and once you have one be sure to update it every couple of years.

Are you interested in obtaining some career advice. If so our career advisors are experts in their field and can provide comprehensive Career Counselling. We also have experienced writers who provide professional Resume and LinkedIn Profile writing services designed for people who want to make employers sit up and take notice.

6 ways to clean up your social media

Article by Belinda Fuller

While your active presentation of yourself is important to secure your dream job, the reality is that recruiters will explore your background more proactively through social media. That doesn’t mean changing everything about yourself and altering your online profile, but it does mean taking some steps to ensure it’s clean.

In a recent report on the current state of hiring in Australia, 9 out of 10 Australian hiring managers felt the need to look beyond active applicants to fill a role. By exploring a person’s online activity, recruiters can determine if the face you put forward in your application is a representation of your true self. That means it’s essential to ensure your online presence matches what you wish to convey.

This doesn’t mean being ambiguous or vague about who you are, it doesn’t mean changing everything about yourself, and it certainly doesn’t mean deleting all records of yourself online. Conversely, while it is important to maintain a clean online profile, a positive online footprint can be an important aspect in securing your dream role. We talk a lot about consistency of message and maintaining that across all your job search tools. This includes professional online tools like your website, blogs and LinkedIn profile – but it also applies to your person social media profiles and other online content. A negative and unappealing presence can result in you missing out, even if you’re a great candidate in all other areas.

Below are some quick tips that apply across all social media. While some are more relevant to certain sites than others – all can be leveraged in one way or another to help clean up your profile.

Update your photo: This is particularly necessary if it is more than a couple of years old. Always go for a clear head and shoulders shot – taken against a white or plain background and not a cropped image from a social situation.
Update your summary, bio or ‘about me’ section: Make it interesting and relevant, highlighting the personal or business traits you want to emphasise – and ensure it’s up to date with your latest and greatest accomplishments and interests. For LinkedIn, your professional headline automatically defaults to your most recent (or current) job title. Change this to brand yourself while adding relevant keywords to your profile. Decide what you want to be known for and make this your professional headline. For more tips on creating a great bio, read our article ‘How to write a winning bio’.
Check your settings: Take some time to understand the different security and privacy settings across different sites. For example, on certain settings LinkedIn notifies connections when you’ve updated your profile. If you don’t want your employer to know you’re working on your profile – check these settings. Likewise, with Facebook and other personal social media, check your settings to maintain some level of discretion – but don’t depend on it as your security blanket because it’s not foolproof.
Claim your vanity URL: A vanity URL is a custom URL address that is specifically branded for marketing purposes. Many social media websites like Facebook, LinkedIn, Twitter, and Google Plus offer this facility. It helps users remember how to find specific pages – which means it should be easy to remember, use, and share. Often your name will be gone to someone who claimed it earlier, so we always suggest trying the best combination of your actual name rather than non-descript letters and numbers (which is what the system usually generates). Each site will have its own specific instructions on how to change this so simply search the site’s help section for instructions.
Check your posts: Looking at what you’re posting and commenting on with an objective eye is really important. Think about the impression you might be giving to a potential recruiter – and be mindful of unnecessarily alienating people due to controversial beliefs or posts. If you’re not sure, ask someone you trust – preferably someone with different beliefs to you. Again it’s not about concealing who you are, but rather about being mindful of your public image.
Clean up your friends lists and likes: For Facebook, this means unfollowing people or businesses that no longer interest you. Consider grouping individuals into the readymade ‘Acquaintances List’ which means they will show up less in your feeds. Review all your groups and leave if they are no longer relevant. In addition, consider ‘unliking’ pages that contain posts and/or conversations which could be seen as inappropriate. For other social media sites, a similar approach is needed – review groups, likes, follows etc. and clean them up as appropriate.

Facebook, Twitter, personal blogs and other social media can be easily accessed by recruiters and usually don’t lie. If you are expressing strong opinions or comments and sharing controversial photos or topics, this could ruin your chances of securing your dream role. On a positive note, recruiters use social media to search for aspects about an individual that may demonstrate good cultural fit. Leverage your social media pages to improve your ‘online footprint’ and enhance your prospects through improved social responsibility.

Is your social media presenting the best version of you online? Would you like assistance auditing your online profile – perhaps developing a professional, keyword optimised LinkedIn profile or bio that highlights your strengths and achievements and sets you apart from your competitors? If so please see our LinkedIn profile writing service or check out our job search coaching service.

Google your name before hitting submit

Article by Belinda Fuller

If you’re searching for a new role, you should assume the recruiter will Google your name. If that’s the case – what will they find? In today’s digital age, your online presence is just as important as your formal Resume and Cover Letter. It’s a way for the recruiter to see who you really are, and the results of that search are likely to influence the outcome of your application. So what can you do to protect that view?

If you feel like you’re banging your head against a wall, wasting time sending out your Resume with no luck in securing interviews, now might be a good time to take control of your online profile. Google won’t reveal exactly how many queries it processes on a day-to-day basis but last year claimed it was ‘trillions’ – in other words at least 2 trillion! The search giant’s last ‘official’ figure was a claim in 2012 that 1.2 trillion specific searches were performed every day. With experts estimating the current figure is likely to include at least a billion specific name searches every day – that’s more than enough reason to take note of what comes up when your name is searched.

Since part of the recruitment process today will more than likely include some kind of online search, it pays to look at this aspect just as closely as you would your written material. We know that searches of social media platforms to screen job candidates before hiring them is high, but we also now believe a high proportion of employers are moving beyond social networks to perform more comprehensive searches on candidates’ entire online presence. While there are many reasons you may not secure an interview – there is no doubt that your online presence, or lack thereof, could be a contributor.

If you’ve never Googled yourself, do it now! What comes up? Here’s the fact – if an employer performs a search on you and doesn’t find something that accurately reflects your application – for example, a comprehensive and up-to-date LinkedIn profile; or worse they find something they don’t like such as a provocative or inappropriate Facebook post, the chances of you being invited in for an interview reduce. That’s why we all need to be proactive and remove and/or moderate the information you’d rather people didn’t see. This goes for information from sites you can control like Facebook but it’s also important to look at mistaken online reputation. If this is the case, ‘defensive googling’ is a way to differentiate your online presence. This involves claiming a distinctive version of your name, for example by including your middle name or initial, then using it consistently throughout all your online and other application materials.

In addition to getting rid of undesirable content and posts, you can also leverage your social media pages to improve your ‘online footprint’ and enhance your prospects. Think about what is going to make you stand out from the crowd and focus your content on positive hobbies and interests. This could mean including additional interests, volunteer work or charities you support. Don’t be afraid to use positive statements as part of your social media, since it encourages yourself and others.

Ignoring your online footprint or brand these days will most likely hinder your job search efforts. Most organisations take background checks very seriously, and much of these are now performed online. Once something inappropriate is uncovered, it’s going to be difficult to recover from that – with the chances of you securing your dream role slim. To be proactive about monitoring your online presence, establish a Google alert with your name. This way, you’ll be notified via email whenever your name hits the web.

Are you applying for jobs and not hearing back? Do you think you need to audit your online presence or gain some assistance to ensure your online presence on LinkedIn is accurate and up to date? If so, click here for our LinkedIn Profile Writing or Coaching Services, or check out our Job Search Coaching Services.

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