LinkedIn: How to optimise your professional presence and generate opportunities

LinkedIn has established itself as the premier professional social network. With millions of users worldwide, it offers countless professional opportunities that go far beyond job hunting: from attracting clients and forming collaborations to being invited to speaking engagements and high-impact projects. However, many people still do not know how to make the most of this platform.

Why you should be on LinkedIn

LinkedIn is not just a space for job searching; it is a global professional networking platform. The advantage of LinkedIn over other social networks lies in its professional focus: every connection, comment, or post can open new doors. Some of the key benefits of being on LinkedIn include:

Access to job and business opportunities	With millions of users, LinkedIn becomes a showcase of opportunities. Recruiters, business owners, and potential collaborators frequently use the platform to identify talent and strategic partners.
Positioning as an industry expert	Publishing valuable content, participating in discussions, and sharing your experience allows you to build a strong professional reputation.
High-quality networking	The possibility of connecting with professionals in your sector, mentors, and industry leaders is unparalleled. LinkedIn facilitates strategic relationships that may be harder to establish elsewhere.

Your LinkedIn profile is not a CV

A common mistake is to treat LinkedIn as a mere online CV. In reality, your profile should be much more than a list of jobs and qualifications; it is a personal landing page designed to attract opportunities. Think of your profile as a showcase of your professional brand: what you communicate here can generate work, clients, collaborations, speaking engagements, and even recognition within your industry.

Your profile should convey not only what you do, but how you do it and, most importantly, what value you bring to those who engage with you. This requires a strategic approach that goes beyond copying your CV information.

Optimising your LinkedIn profile

To stand out on LinkedIn, your profile must be optimised. This involves working on several key sections:

1. Professional headline

Your headline should no longer focus solely on your job title. Instead, use this space to show how you help others and what your value proposition is. Instead of “Marketing Manager,” an optimised headline could be: "Helping businesses increase sales through effective and measurable digital marketing strategies".

This immediately makes an impact and clearly communicates what you do and how you can help others.

2. About section

The “About” section is an opportunity to tell your professional story, but not in the literal CV sense. Focus on:

• Who you are as a professional

• Challenges you have overcome

• Your key skills and achievements

• Your professional objective and how you wish to collaborate with others

A good “About” section is approachable, human, and value-driven. Avoid simply listing positions or responsibilities; aim to connect with your audience.

3. Experience

This is where you can be more specific and discuss your roles, responsibilities, and achievements in each company. Use clear bullet points and quantify results whenever possible. This section reinforces your credibility and helps visitors understand your career trajectory.

4. Open to work

If you are actively seeking a job, it is advisable to activate the “Open to Work” feature. LinkedIn allows you to configure it so that only recruiters can see this information, preventing your current employer from finding out. This function increases your chances of being contacted for relevant opportunities.

Building your network

Your LinkedIn network is a strategic asset. It is not about amassing contacts indiscriminately, but connecting with people who can generate opportunities and provide mutual value. Some tips:

• Carefully consider which connections are relevant to your professional goals.

• Do not hesitate to decline requests that do not align with your interests or sector.

• Maintain a strategic focus: the quality of your contacts matters more than quantity.

Additionally, interacting with your contacts through comments, likes, and personalised messages strengthens relationships and increases your profile visibility.

Posts: How to create content that resonates

Content is key to standing out on LinkedIn. Strategic posting increases visibility, positions your expertise, and generates engagement. Recommendations include:

Post Formats

Carousels and infographics	Highly effective because they compel the reader to stop and consume your content visually and dynamically.
Videos	Prioritise vertical videos optimised for mobile, no longer than 90 seconds, with subtitles. This improves retention and understanding even without sound.
Written posts	Combine storytelling with practical tips and clear calls to action.

Additional strategies

LinkedIn news	Following LinkedIn News keeps you informed about relevant sector topics and allows you to join conversations that are already generating interest.
Top Voice Badge	LinkedIn awards this badge to professionals who share high-value content, regardless of their follower count. It is reviewed every six months.
Professional opinion	Sharing your perspective on relevant topics demonstrates expertise and helps build your personal brand.
Hashtags	Use 2–3 hashtags per post. Too many may appear as spam.
Comments	LinkedIn measures comments in terms of impressions, so commenting strategically increases your visibility.
External links	Contrary to popular belief, they do not penalise your reach if they are relevant.

Advanced tips

Consistency	Posting regularly, even once a week, is more effective than sporadic activity.
Genuine interaction	Comment, share, and congratulate your network’s achievements. This strengthens relationships and increases the likelihood of your content being shared.
SEO optimisation on LinkedIn	Include relevant keywords in your headline, “About” section, and experience entries. This makes it easier for other professionals and recruiters to find you.
Value-driven content	Post not just to be present, but to share insights, learnings, and practical cases useful to your audience.
Diverse formats	Alternate between long articles, short posts, carousels, videos, and polls to see what resonates most with your community.

How LinkedIn helps generate opportunities

An optimised profile and a coherent posting strategy turn LinkedIn into a professional opportunity generator. Here’s how:

Attracting clients and partners	Showcasing your expertise and achievements encourages other companies or professionals to approach you for strategic collaborations.
Visibility to recruiters	An active, optimised profile increases your chances of being found in talent searches.
Professional reputation	Sharing high-value content and participating in discussions positions you as a sector authority.
Effective networking	Strategic interaction with key contacts facilitates opportunities that might otherwise be difficult to access.

LinkedIn is no longer just an online CV; it is your tool for personal branding and generating opportunities. Optimising your profile, building a strategic network, and publishing value-driven content allows you to harness the full potential of this platform.

Remember that every section of your profile should communicate who you are, what you do, and how you can provide value. Consistency, genuine interaction, and strategic posting are the pillars of standing out on LinkedIn and transforming your digital presence into tangible opportunities.

Investing time in LinkedIn is investing in your professional future. It is not just about being present, but about being present strategically and actively. With the right tools and guidance, your profile can become a true professional landing page that attracts opportunities continuously.