How to Build a Standout LinkedIn Profile

LinkedIn doesn’t have to be complicated, but it does have to be intentional. Whether you're looking for your next role or want to grow your professional network, your profile plays a huge role in who you attract and how you're perceived. In many cases, it’s your first impression.  

Think of it like your digital story. It’s the first thing a recruiter, hiring manager or professional contact will look at before meeting or connecting with you. And with today’s short attention spans, it can either spark an instant connection—or get lost in the scroll. So, you need to make it count.

The good news? With just a few simple updates, your LinkedIn profile can stand out for all the right reasons.  

For insights, we asked our recruiters (after all, they look at a LOT of LinkedIn profiles) and gathered some of their top tips for making your profile work harder for you.

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Step 1: Your Headline

Your headline is one of the most important parts of your profile—it’s a 120-character spotlight summarizing who you are and what you do. Think of it as your personal SEO tool. Profiles with strong, keyword-rich headlines are 16x more likely to be discovered by recruiters.

At the end of the day, the LinkedIn search bar is like any search engine, so you want to include words people are actually using in their search.

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What to Do:

• Include keywords relevant to your industry or desired roles.‍
  • Example: “Digital Marketing Specialist | SEO & SEM Expert | Content Strategist”

• Highlight your Unique Value Proposition (UVP)—what makes you different?

• Use specific, quantifiable language.‍
  • Example: “Driving Growth Through Data-Driven Marketing”

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What to Avoid:

• Generic titles like “Marketing Professional”

• Buzzwords without substance

• Fluffy terms like “strategic thinker” or “results-driven”—no one uses these words in the search bar

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Step 2: Your Banner Image

While often underused, the LinkedIn banner image is a simple and effective branding tool. It’s the first visual someone sees, so it can help communicate who you are and what you do.

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What to Do:

• Keep it simple and relevant to your industry

• Add your name, role or a visual that ties into your field

• Use tools like Canva to design a clean, custom banner in minutes

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Quick How-To:

• Go to Canva and search “LinkedIn banner”

• Pick a clean template and customize it

• Download it as a PNG and upload it to your profile

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What to Avoid:

• Busy, cluttered visuals

• Generic stock photos (like a keyboard or someone typing)

• Overly salesy or flashy text

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Step 3: The About Me Section

This is your chance to share your story—your "why." It’s where you build credibility, showcase your values and highlight what makes you you. And with up to 2,600 characters to work with, you’ve got room to make it memorable.

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What to Do:

• Start with a strong opening line that captures attention
  • Example: “I help companies scale their digital marketing through data-driven strategies.”
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• Use keywords to boost searchability

• Highlight key accomplishments using numbers when possible
  • Example: “Increased web traffic by 300% through targeted SEO”

• End with a call-to-action (e.g., “Let’s connect!”)

• Click HERE for examples of great About Me sections

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‍What to Avoid:

• Vague, generic summaries that don’t say much. Example: “Experienced project manager passionate about teamwork”

• Leaving this section blank--it's valuable real estate

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Step 4: Achieve All-Star Profile Status

LinkedIn users with All-Star status are 40x more likely to receive opportunities. It’s not about having a badge or special subscription—it’s about how complete and optimized your profile is.

Let’s start with what All-Star Status actually means—and how it differs from being Verified:

• All-Star Status is LinkedIn’s way of measuring profile completeness. A fully filled-out profile is more likely to show up in search results, attract connection requests, and be taken seriously by recruiters or potential collaborators. A complete profile is seen as more professional and credible.

• Verified means your identity or workplace has been authenticated by LinkedIn, and you may see a checkmark next to your name or job. This feature is still limited and not available to everyone.

• These features are completely separate from LinkedIn Premium badges or paid features.

Today, we’re focusing on becoming an All-Star. To check your status, look for a progress meter under your profile photo, near your name and title, or under the “Suggested for You” section. If you don’t see anything, chances are your profile is already complete—but it’s worth double-checking the key areas below.

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What to Do:

Make sure your profile includes:

• Industry and specific location (Tip: Think of how your target audience would search for you. Would they search for North York or Toronto?)

• A current role with a short description

• At least two past positions

• Education information

• Five or more skills

• A professional photo

• A complete About Me section

• 50+ connections

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What to Avoid:

• Leaving sections blank—especially your About Me, job descriptions and skills

• Skipping your location or listing a generic one (e.g., “Canada” instead of “Toronto, ON”)

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Step 5: List Skills and Get Endorsements

This section matters more than most people realize. Profiles with five or more skills get 17x more views, and even though endorsements aren’t everything, they show credibility and validation.

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What to Do:

• Add at least five relevant, up-to-date skills

• Encourage endorsements from colleagues, clients or peers

• Keep your list fresh and reflective of your current role

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What to Avoid:

• Letting the section become outdated or leaving it empty

• Including irrelevant or extremely broad skills

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Step 6: Your Headshot

Let’s face it, people want to know who they’re connecting with. A professional headshot instantly adds credibility, warmth and trust to your profile. While LinkedIn is often referred to as a digital resume, it's also a social platform, and like any social media space, people are used to seeing faces. A clear photo makes your profile feel more authentic and approachable. More human.  

If you’re privacy-conscious, it’s okay to skip the photo, but we recommend avoiding avatars or illustrations. A blank photo is better than something that doesn’t reflect who you are. Your profile should feel like you—and a great headshot helps make that happen.

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What to Do:

• Use a high-quality, well-lit image of yourself in which your face takes up about 60% of the frame.

• Dress to match your industry: professional or smart casual depending on your field.

• You don’t need a professional headshot. Just use your smartphone with lots of natural light.

Pro Tip: Clean your phone camera lens with your sleeve before snapping your shot!  

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What to Avoid:

• Casual selfies, wedding photos or photos with other people

• Cartoons, avatars or heavily filtered images

Think of your LinkedIn profile as your career story at a glance. It’s your digital handshake, your highlight reel, your moment to show the world not just what you do, but why you do it and what you bring to the table.

Tip: It doesn't have to be perfect. It just needs to be you, at your best. And it also doesn’t need to be done all at once. Start with one section. Spend 10 minutes today making a small tweak and then build from there.

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Follow Altis on LinkedIn for more in-depth content on building your personal brand on LinkedIn.