LinkedIn profiles that convert

Greg Wyatt • April 13, 2026

What follows is Chapter 37 of A Career Breakdown Kit (2026).


I expect you've read and heard many arguments about how important is to have a discoverable LinkedIn profile - one where recruiters can find you for their vacancies, including the ones that aren't advertised.


Indeed, when you hit the market, your LinkedIn profile is one of the first activities you should try and get right - because your job search can optimise for inbound leads before you think about anything else.


Yet a lot of the focus is on getting found, and there's a consequence to this that I think is worse than not getting found at all: the recruiter who reads your profile for an ideal vacancy and decides not to contact you.


And because Recruiter Licence accesses your data in a different way to the platform you use, you'll never know.


So this Chapter is the direct follow up to LinkedIn Profiles that Get Found, one which aims to convert an invisible reader to someone that contacts you for legitimate reasons. I'm going to be updating that chapter soon, with some additional findings, such as why your headline doesn't carry quite as much weight as you might think.


I should point out, as a recruiter I am quite happy for you to have a weak profile, given it means I am more likely to find you through rigour, if others rely on well specified information.


For example tomorrow I will be setting up an interview for someone who has 1 LinkedIn connection and only a job title and company name - nothing else. He came up for me because his job title matched my search, and I used an industry term in the "Company Name" section - an approach that is common for employers in that niche industry.


But as I always say - it's better to help the weakest link in the chain see you as a viable candidate because same work helps everyone.


37 - LinkedIn profiles that convert


An Amazon (job) search


When I buy a commodity item on Amazon there are two stages to my buying process.


I know what I want and I have to find an acceptable shortlist of possibilities. Only then do I assess and decide on what to buy.


As a sweaty runner that clocks up 50-60km a week, I burn through Bluetooth headphones regularly.


I’m also deaf in one ear and can’t tell the difference in higher quality sound.


My context is a little different to the normal buyer although likely no more different than most buyers are from each other.


A search on ‘Bluetooth headphones’ brings up over 2,000 results, which is hardly manageable. I change the search to ‘waterproof Bluetooth headphones’, and filter by:


£15-£30, in ear, Prime, running.


125 results. Much better.


Now I scan down the list and I ignore Sponsored. I’m not sure why.


Click on the first one with a relevant headline promising 50hrs playtime and skim past all the marketing twaddle. Who cares what they say - what do their buyers think?


I go straight to the three-star reviews because they are generally good with caveats.


One of the three-star reviews says they were offered a discount to change it to five. That’s BS that turns me right off.


I click through a few more products and buy one. The decent guarantee swung it for me.


I didn’t get past the first 40 results.


Now think about your own commodity purchases, where you have to do differing levels of research to get what you need.


What kind of search criteria do you use?


How do you filter?


What informs your decision to buy?


Perhaps you already know what you want to buy, having researched buyer guides, YouTube videos and user forums, and are just sourcing the best price.


Or maybe you need something adequate, and literally anything above an acceptable threshold will do - 5 minutes and done.


These are examples of a buyer’s journey across a transactional process.


Which isn’t far removed from how recruiters might search for candidates.


On LinkedIn and other channels.


Bringing it back to your job search


LinkedIn and Amazon - what’s the difference?


In a hiring process, they are both volume, transactional marketplaces that allow searches and filters to create an appropriate shortlist to read through.


As with a product on Amazon, your LinkedIn profile is one of many that fit similar criteria and might be found at any stage in a recruitment process.


  • From a search through the Recruiter Licence
  • A hiring manager reading more on a shortlisted candidate
  • Their boss researching you at final interview
  • Out of curiosity from a comment or post you wrote
  • Checking it out on receipt of an application
  • Because you were recommended
  • Because you worked at a certain company


In the same way customers might visit a product page on Amazon, so too might someone hiring visit your profile.


This means that it doesn’t have to just stand on its own merits, it has to corroborate and support any other documentation a reader might have come across:


  • Your CV or application
  • Your LinkedIn posts and comments
  • Something you did that’s in the public domain - an interview, video, article


Where there’s a conflict, such as an overly customised CV that contradicts your LinkedIn profile - that can be a problem.


Assuming your contents all support each other, the aim is to prompt an action.


Unlike an Amazon purchase, you aren’t expecting a sale, simply for the right people to start a conversation that meets your goals.


To convert interest into an action, first, you have to be found.


Think about an Amazon product page and the process you go through to buy - what do you typically read and in which order?


It’s probably something like <home page - search - list of product headlines>. My reading journey on a product page is <headline - price - delivery - three star reviews - buy now>.


How does your profile page cater to the reading psychology of a recruiter?


While a recruiter likely has access to the Recruiter Licence, you won’t. I’ll write this in a way you can emulate as a standard or Premium Member.


A standard search might go across <home page - search - list of profile headlines>. Leading to this reading priority of someone who wants to read everything (!):


  • #Open to Work banner (your choice)
  • Headline
  • Banner
  • Location / Contact details (depending on connection and privacy settings)
  • Activity / Featured Section / About (the order depends on whether you have Creator mode or not)
  • Experience
  • Education
  • Projects
  • Skills
  • Recommendations


Unlike Amazon reviews, I rarely look at recommendations - if I’m still interested by that point, I’ll get in touch.


You can also download your profile as a PDF, which looks like a CV with contact details, headline, summary and experience.


In both your profile and the downloadable PDF, your headline and summary / About section are going to be read before your experience is.


This is where a lot of the decision to contact you will come from.


While the career section is important, if an attention-short reader doesn’t get that far, it won’t help convert interest.


An exercise to guide your approach to updating your profile


Imagine you have been promoted and are tasked with recruiting your replacement.


The rules are that you are only allowed to search for candidates on LinkedIn through your standard membership.


You have 10 minutes to run and scan through a search and 20 minutes to form a shortlist of 3 top candidates from the results.


Location and salary don’t matter for now.


It’s likely you’ll search on your job titles, job specific skills and qualifications.


What do the results look like?


Pick your three favourite profiles from the results.


Now compare them against your own profile, step by step.


Would you make your own shortlist based purely on the content?


If not, what is it about their profiles that is preferable and how can you emulate the same in yours?


What is it in their content that has converted you from being a passive reader to having them on your imaginary shortlist?


Actionable points to update your profile (and CV too)


You want people with hiring authority to look at your profile and want to contact you.


How can you help them see you as a candidate of choice?


1.     A punchy headline that says what you do and how you can help. The first four words count - those Amazon product headlines. If you don’t read further than the first four words, you’ll never know what you missed. Check out how other people’s headlines look on your mobile phone when on their profile or if they are replying to a comment on a post - lead with relevance

2.     Scrap ‘I help companies by’ because it’s meaningless. Start with your job title then add a flourish or context. ‘CTO - deep tech scale-up. Equity backed and privately owned. £20m to £120m in three years’

3.     Your banner - it’s free advertising real estate. Use Canva; include your contact details in case a reader doesn’t have access through your account

4.     Make it easy to contact you by phone or email. Put it in multiple spots

5.     About section - who do you help and how? What are your key skills and achievements? Keep it concise and focused on your ideal audience - move away from the ‘responsibilities led’ approach to CVs that get copied onto LinkedIn. Show context

6.     While your career section is further down and may not even be read, it should still be fully populated and credible

7.     How can you highlight posts, videos and articles to support your candidacy? The Featured Section is a useful facility in Creator mode

8.     Keywords. Recruiters search on keywords. Remember all the job adverts and required skills you’ve read - does your LinkedIn profile show these suitably? While these need to be true how might differing acronyms and terminology mean the same thing?

9.     Personal branding. How can you showcase your personality in your words? Your About Section is a form of elevator pitch. While it highlights your professional credibility you can also show your personal qualities. What are you most passionate about or best at? Lead with that

10.  It’s not about you. It’s about the needs of your reader - tell us what we need to know to make an informed decision on your candidacy. Answer the questions that we should have through your content

11.  Keep it simple and authentic

12.  If there’s something you want us to know, make it clear. This could be anything from the job you want, to part-time status, to highlighting a recommendation you are proud of


I've mentioned ‘CV too’ because the same principles that let you get found apply in all of your documentation - such as on an ATS, on a job board, or with a referral. And because an optimised LinkedIn profile is a further reason why you might not customise your CV (p178).


By Greg Wyatt • November 11, 2026
I've written many variations on the article below, over the years, and it seems sensible to revisit given the UK government's announcements around salary transparency. On the whole, I'm for it, with the many advantages it brings. But like a lot of things in recruitment, there is a more involved discussion to be had, especially when this fix treats the symptoms, not the rot. That's not to say the fix isn't worth doing, just that it won't fix many of the problems underlying a lack of transparency. This article is a little dated, in terms of the research shared, but I think the points are as relevant as ever. Originally published May 2023 Salary on the Job Description? Yes, the headline is trolling. The question should be ‘salary on the job advert?’ You wouldn’t confuse a job description with an advert, would you? This is a subject rife with disagreement around ethics and practicality, and worth broaching again considering recent campaigns in the UK to increase salary transparency and ban the ‘what’s your current salary?’ question. Let’s focus on some practicalities first, based on UK research I ran last year for my “Accessing a Candidate Short Market” guide:  Job boards can penalise you for not listing salary. As of December 2021, Totaljobs penalises adverts that don’t list salary, and these aren’t sent out as job alerts to candidates (who may be passive). These adverts are considered sub-standard. Unlisted salaries attract fewer qualified applications. This was estimated to be between 20% and 45% fewer, across the job boards I talked to. LinkedIn reported that not only can you expect more applications, you may also expect better-qualified applications when the salary is advertised. My work supporting senior job seekers confirms this - many would not apply to adverts that had no salary or "competitive salary" because they felt this was a waste of their time. There is less emphasis on salary negotiation from the candidate side, due to transparency in pay. This is a key part of equity, relating to gender, race and intersectional identity. According to Payscale 's research, white men are most likely to negotiate the highest salary. It’s simple – if you advertise vacancies and don’t list salary, you risk receiving fewer, less suitable applications. Then there’s the ethical question, where a common argument is that there is ‘no ethical reason that salaries can’t be listed’. Now, while I’m a proponent for advertising salaries, where possible, I think this ethical argument isn’t the right one - ‘can’t be’ is a strong statement. I think a better question is ‘how does this do harm’ when establishing reasons for not listing salary. This balances pragmatism with the most important aspect of ethics. It can be a complicated question too in scenarios like this: How do you establish salary transparency for job families across multiple regions where the local pay is established by HQ in one country? Currency exchange rates and cost of living mean that a fair salary one day may not be the next, therefore flexibility in not listing salary may be ethically the right thing to do if the intent is right. What about new vacancies that serve to solve a business problem and can be recruited at different levels? What about practical situations like recruiting hard-to-fill vacancies during a wider redundancy programme, whereby listing a salary would create concern in unrelated areas of that unsettled business? It's not always as simple a question as we’d like to think. If you’re facing a complex situation in advertising a role, I recommend describing your stance in the advert itself, if you legitimately can’t state the salary. At the same time, as we’ve seen in the US, legislation to enforce salary transparency creates situations such as Netflix apparently advertising a range of $90-900k. Who does that help? The problem with this kind of legislation is that companies can comply while continuing the behaviour that led to the legislation in the first place. It’s palliative, rather than treating unfairness at its root. We should also consider the unforeseen consequence of salary transparency, such as this research which appears to show a reduced link between performance and pay: Influence of Pay Transparency Helping candidates negotiate better pay or terms is a privilege I enjoy. And there's more to understanding someone's existing remuneration than simply establishing whether they can afford to move. Sometimes these conversations reveal that someone is being underpaid. With evidence of what their experience and contribution might command elsewhere, they can go back to their current employer and make the case for a pay rise. That might mean they decide not to move at all. Which is a perfectly good outcome for them, even if it isn't for the vacancy in the short term. It also opens up the counteroffer conversation early. If their employer could resolve the reason they're considering leaving, I'd rather understand that before they accept an offer elsewhere. There's a benefit for prospective employers too. A new employer may budget £52,000 for a role, believing that to be market rate, based on historic data. But if conversations with suitably experienced candidates reveal that their existing remuneration, expectations and other opportunities consistently indicate otherwise, there's good reason to revise either the budget or the requirements. If that budget does prove unrealistic, and it's the same budget other team members are measured against, it can also create the argument to revisit everyone's salaries - subject to affordability, of course. After all, it's cheaper to retain fairly paid staff with all the knowledge they have than to replace them. Of course, conversations with candidates aren't a substitute for proper salary benchmarking. But they can reveal problems that wouldn't otherwise be apparent. There are also situations where understanding the whole package matters. What if someone currently receives a 16% pension contribution and moves to a role offering a 10% pay rise but only a 5% pension? Car allowances, RSUs, tax-efficient packages? Remuneration is a more involved conversation than simply salary. And none of this means someone's existing salary should determine what they're worth to their next employer. If their previous salary was unfair, using it to determine their next salary risks perpetuating that unfairness. And if an employer routinely offers a 15% increase on previous earnings, the new salary may have little relationship to the contribution that person can make. It makes sense to pay commensurately with contribution and capability, rather than what may be irrelevant history. So I understand the reasons for wanting to ban questions about previous salary. They're often used badly. But I think there's an important distinction between asking to establish someone's worth and asking to understand their circumstances. One can perpetuate unfairness. The other can help identify and correct it. If legislation restricts these conversations, I'll adapt how I offer this support. But I'd hope any restrictions recognise the difference between using salary history to determine an offer and voluntarily discussing remuneration to help someone make better decisions. I hope you’ve found these thoughts helpful to start a broader conversation in your business. My thoughts aren’t set in stone, so please let me know your opinions if you disagree. Thanks for reading. Regards, Greg p.s. While you are here, if you like the idea of improving how you recruit, lack capacity or need better candidates, and are curious how I can help, these are my services: Commercial, operational and technical leadership recruitment Manage part or all of your recruitment on an individually designed basis for one client Outplacement support Email me on greg.wyatt@bwrecruitment.co.uk if you'd like to discuss.
By Greg Wyatt • November 5, 2026
It's interesting revisiting this article from 3 years ago, especially now AI products are more embedded in market. If anything my view on AI is more polarised, bringing many new opportunites, brand new problems, as well as the existential angst many are talking about. For me, codifying my experience with AI tools means I can help more people, while freeing up my time to do more human work. It's certainly helped with job seeker support, and increasingly so in my recruitment work. Mainly it's giving me more time to talk to people, and when homogenous AI applications at scale are one new problem, as well as the increasing threat of deep fake interviews, in person conversations might be a necessary exnovation (just googled that - what a great word that I will now abuse at scale). While the article below has dated somewhat, I think the threat it assesses has never been more pertinent. I've said for some time that AI might be the death of knowledge and judgement, even so far as 'meaning', something that this recent research also indicates . Importantly the research doesn't say the recommendations were wrong, just how they were followed. Read that article and think about how AI recommendations on applications relate. I've certainly found them more problematic, so far, than the old school ATS style ranking and filtering - because of the false confidence they convey, especially when dealing with non-traditional applications. Things may improve, or so is promised. And while words might be the first facility of LLM, they are still the core facility, given all it does is determine the most probable answer in its outputs (I know I'm being reductive, some of the developments from AI are amazing). Whereas words should be the consequence of thoughts, lead to the development of thought, and distil ideas in a way you can act on. Much like job adverts should be the consequence of effective job analysis, rather than a polished word that lacks meaning. The greatest risk for me in recruitment isn't so much the answers AI offers, but that we become so reliant we forget to ask better questions. I've edited down the previous article, but if you're curious, you can see it here . September 2023 I’d commented about my hearing on a social media post on deafness. ‘Have you looked into these hearing aids - they’re designed to overcome head shadow’, came the impromptu reply from a hearing aid specialist. Head shadow? Not a phrase I’d heard before, despite having no hearing on one side, which effectively creates a sound-free shadow to my right. See, when I had mumps at 18 months it killed the vestibulocochlear nerve in my right ear and damaged the one on the left. But it was my balance that showed the nursery assistants that something was wrong - I kept falling over for no reason. I expect they thought my slow response was normal naughty-boyness. Balance, intermittently poor audio processing, energy required to maintain attention in noisy environments and that bloody tinnitus - all these issues are far more annoying than not being able to hear in one ear. That and not being able to tell where sounds come from. “Over here, Greg!” is the most useless call on a football pitch. And the head shadow thing? Well, it’s never been an issue - I just turn my head when in conversation. It might look like I’m turning to kiss you, but it’s just a conversation I want honest. Sure I miss out on certain audio cues, but it’s rarely an issue. Anyway, curious as I am I looked into the £4,000 hearing aid that solves head shadow by placing a microphone on the deaf ear and projecting it into the the good ear. Quite the brute force tech solution and one I’m sure some benefit from. But the key issue is one of reverb. While the product is good, it would impact the quality of sound in my good ear, which seems a pointless trade-off for me, when my process of life is more effective than shiny tech. It’s ironic that I consider myself highly excitable when it comes to technology developments, yet I’m never an early adopter. Because I always ask myself, other than giddiness, what problems does this solve and how will it enhance my life. And so it is for AI in recruitment, and the shininess of tech in general. They are positioned as solving problems, and indeed they do, but in many cases, it’s the wrong problem that detracts us from the real opportunities for better processes. Simpler administration, speed and scale are clear benefits. And some of these AI-branded automations are excellent. The Star Trek-style auto-translator makes me giddy. As does the sales bot conversation-as-a-human sales video that’s doing the rounds. But AI for writing? What problem does that solve? For me, it depends on what you consider sales to be. Is sales pitching a generic message and hoping someone will bite? Or is sales laying out the facts so that the right person can reach an objective decision? A decision which might mean getting in touch, or changing their view on what needs recruiting. For the former AI writing seems to solve a problem. The words are certainly better, but the message is even worse. Yes: prompting. But if you can prompt the right message, why aren’t you just writing it, so that you embed that knowledge for use across other mediums - conversations, meetings and so on? While AI writing does not meet the requirements for the second type of sales. You can only do this by establishing the right facts from a briefing, consultation or interview. Then interpret this with meaning to the right people so that it creates the right impact. Sales as data visualisation, if you will. And if AI doesn’t work for sales in this way, why would it work for content or marketing? I think the answer depends on whether you value contextual insight or not. Until AI is better at asking questions that create meaningful conversation, it’s a non-starter for me. I say until because this hesitation will be moot in the next year or so. Because it isn’t what AI is now that’s the opportunity - it’s what’s coming soon. I can’t wait to see what’s next. Until then, AI, for writing, is a question of in one ear and out of the other. Which, if you’re deaf in the one, is quite the problem. Go learn copywriting instead, and listen to how it transforms your approach to recruitment. Then layer tech on top, when it’s ready. Thanks for reading. Regards, Greg p.s. If you like good recruitment and you need help with it in the UK, drop me a line. DM on LinkedIn, email greg.wyatt@bwrecruitment.co.uk , whichever you prefer.