LinkedIn Profiles That Get Found - Jobseeker Basics IV

Greg Wyatt • October 28, 2025

What follows is Chapter 32 of A Career Breakdown Kit, the guide to navigating the modern VUCA jobs market.


The 2026 version will be published in January to make sure it remains up-to-date. As I see it the context is evolving, but the advice will remain the same, in helping you find and execute a strategy individual to your unique jobs market.


Fwiw, this chapter was last updated in early July, 2025.


Like all the other chapters this refers to, and is deeply connected with, the rest of the book.


Having a well configured LinkedIn profile is key to getting found, and the principles reflect a good CV.


It's also why if you aim for the 'Beat the Bots' of ATS Compliance, this goal can set you back overall in your job search.


Because how humans search for LinkedIn profiles, mainly with boolean algebra, filters, and the prospect of light AI assistance - that mirrors how we try and find good candidates in a high volume of applications.


As usual this advice is 'human compliant' and implicitly tech compliant too.


32 - LinkedIn profiles that get found


Whatever you think of LinkedIn, you shouldn’t overlook its nature as a data repository for recruiters. Many of us rely on this data to fill our vacancies. That data is you and your competition.


This chapter shows how recruiters use the LinkedIn Recruiter Licence to enable us to search for potential candidates, how this reflects other CV databases, and how this might help you improve the odds that your profile can be found.


If you didn’t know, Recruiter Licence is an expensive resource for recruiters and one which many rely on as a core part of their hiring approach.


We do this sometimes at the same time as advertising, sometimes instead of.


I’m a member of a private recruiter group on LinkedIn. We’re all small independents, and it was set up for recruiters who both care about candidate experience and are skilled in their craft.


In preparation for one of my LinkedIn Lives, I asked them in our WhatsApp group what their common frustration with LinkedIn profiles is.


These were their replies:


‘Headlines are always shit’

‘CVs not matching LinkedIn profiles are a big no, especially in targeted roles like sales’

‘Job titles that don't make sense’

‘No personal profile’

‘Don't have your current job title as 'looking for work', put the job title you are aiming for and change your headline to e.g. 'Software Developer looking for their next role in X where I can add X value'‘

‘Profiles in my domain all look exactly the same. It’s all job titles, qualifications and nothing to differentiate them.’


Common issues I see too.


It’s worth pointing out that this exercise was solely on LinkedIn Recruiter.


Recruiters have different ways of finding candidates:


  • Their own CV database of previously registered candidates
  • Subscription CV databases off the back of job boards (in the UK), e.g. Indeed, Reed, Totaljobs, CV Library or more specialist ones in your area of expertise
  • ATS-style software that scrapes candidate data from LinkedIn and other sources
  • Real-life networking, referrals
  • Headhunting through market mapping, prospect companies and people in viable roles


When it comes to searching data, these are based on Boolean search and filters.


It’s the same way we might search through a high volume of applicants, such as on an ATS.


I recently did an experiment with my co-host, Simon Ward, on our weekly LinkedIn Live.


Simon is an exceptional Job Search Coach in the UK. He chose this title to define his services because, from his perspective, it was the most relevant description of what he does.


If I were to ask you what does someone do who can coach you through finding a job, what would you answer?


My guess would be Career Coach or maybe CV Writer.


And if you searched on those terms for Simon, you wouldn’t have found him. If you took the ‘lazy recruiter’ approach to sourcing you wouldn’t find him under ‘Job Search Coach’ either.


LinkedIn Recruiter works much in the same way as Amazon. You run a general search for your item of choice, then filter by various elements - in this case by industry and location.


One of the features of LinkedIn Recruiter is that we can filter by ‘Open to Work’, if you have that turned on in your profile, it should be to your advantage.


I don’t use it, because I have better means of contacting out-of-work job seekers.


When I look at my dashboard, these are the basic search fields that come up:


  • Job Title
  • Locations
  • Skills and Assessments
  • Companies
  • Schools Attended
  • Industries
  • Keywords


I use Job Title, Location, Industry and Keywords for general searches, as well as Companies if I know they might be incubators for candidates.


There are also advanced filters. For the purpose of this chapter, it’s about getting the basics right.


These search fields map point for point with how you fill out your profile. Play around with editing your profile and you’ll see the same options.


The problem with Simon is that he defined himself as a Job Search Coach in his headline.


If I search for this specific term as a Job Title, he won’t come up, whereas 37 other credible results do.


It’s only if I search on this term in keywords that he comes up.


Headlines don’t have a specific filter to search on them - they only get found in a keyword search. They are a secondary priority in recruiter searches.


As an exercise, why not look for Simon on the standard LinkedIn search bar? It’s far more limited than Recruiter but has some similar qualities.


What if you were an HR Manager who was a 100% fit for a Head of People vacancy, yet the recruiter didn’t find you because you didn’t use that explicit job title?


As a recruiter I would build up a Boolean string of comparable job titles, then expand or reduce depending on the volume of results.


Which might be:


(‘HR Manager’ OR ‘Human Resource Manager’ OR ‘Human Resources Manager’ OR ‘Head of HR’ OR ‘HR Director’) etc


I’d use every iteration of HR above and (‘People Manager’ OR ‘Head of People’), maybe I’d even go old school with Personnel.


I do this because of the arbitrariness of job titles, and because an HR Director in one business might be a Head of People in another.


As well as other curiosities like People Business Partner, which might be any and all of those titles.


Once I have a comprehensive list, I can save this for future reference and build it iteratively if I come across any weird job titles in the wild.


If I need to further fine-tune, I’d bring in relevant qualifications, memberships and skills for that role.


MCIPD AND ‘Employee Relations’ AND FMCG… might be an example, although these are separated on LinkedIn by individual fields.


If you’re wondering about the capitalisation - AND OR NOT and others are Boolean operators that allow us to specify or separate data.


Sometimes I’ll even search on typos, because I know these aren’t searched for by many, but only if it’s a hard role to fill: ‘HR Manger’ (I realise HR isn’t obscure)


I do what it takes to find the right people.


It won’t help if you are a suitable candidate for the above and your job title is ‘Assistant to the Senior Manager, HR, Business Partnering.’ A real job title I once came across.


I explain in the The truth about the ATS (p20) that one area AI is enhancing work is through automating Boolean searches - this makes it easier for a less skilled recruiter to find candidates. If you have the basics above nailed, things will only improve.


For now, a skilled search will uncover candidates better than automation.


Here’s the first takeaway:


Ensure the keywords, job titles, skills and qualifications that reflect the job you want are explicitly stated on your profile and in the right fields.


If you aren’t sure, print off all the jobs you’ve recently applied for where you are a 90%+ fit. What are the common terms? These should be on your profile - if and only if they are true and you have evidence.


If your current job title is ‘Looking for a new opportunity,’ it might be true and it might get you overlooked.


You’d probably want your current job title to be ‘HR Manager - looking for a new opportunity.’


In that fuzzy weird title above, I’d go for ‘Assistant to the Senior Manager, HR, Business Partnering - (HR Manager)’


Search fields do have additional filters, allowing a search on current or past jobs - can we guarantee recruiters won’t do anything more than the most simplistic of searches?


Now, you’d hope that recruiters aren’t lazy, corner cutters or incompetent. If you cater for the weakest link, you also cater for more skilled recruiters.


I asked a current job seeker what roles he is applying for.


His reply:


Compliance Assistant / Administrator,

Client Onboarding Assistant / Administrator,

Operations Assistant / Administrator,

Reconciliations Administrator.


On LinkedIn Recruiter, I couldn’t find him on a lazy search for the first line. This was my reply:


When I did a search using your ideal job titles, you didn't come up for ‘Compliance Assistant’ or ‘Compliance Administrator.’


You do come up for ‘Client Onboarding Assistant’ and Administrator because these are explicit in your profile.


You may benefit from making sure the exact terms you look for in adverts are represented in your profile.


The crux of being found is understanding what we search for. Give us what we need to find you. Inversion.


The principles are the same for a CV which you can use on job board CV databases.


Another exercise to improve visibility


What were the last 10 job adverts you read that represented a strong fit with where you are in your career?


Ones which reflect what you've been doing and would be a natural step forward.


What do these descriptions have in common, out of job titles, key skills, qualifications and technology?


Now look at your LinkedIn profile. In order of priority, do these use the same words you see in adverts?


  1. Your job titles - most recent and previous
  2. Your Headline
  3. Your About section
  4. The sections under each job title
  5. Your skills


Often, when recruiters do searches against similar roles, they'll use the terminology from the job description, which is commonly used as the basis for adverts.


They'll search under the same terms that you might read on those adverts - job titles, qualifications, skills, software, industry.


If your profile doesn't explicitly state these, you won't be as easily found.


For example, if you are a ‘Head of Affiliate, Digital and Offline Marketing’ and you are performing the duties of a Marketing Manager - that's what you need to show in your profile.


While your headline is important - it doesn't help you if your profile doesn't turn up in search results, given its lower priority in Recruiter Licence.


Update your profile truthfully and see what happens.


How else can you help readers see you as a viable candidate?


Do the same for your CV - because these same principles will support your applications, speculative contacts, networking and use of CV databases.


However


Getting found is only the first piece of the puzzle and when your profile is read, you need to convert interest.


This is why you need to get the balance right in how you present your information.



By Greg Wyatt • November 12, 2026
While 2027 remains surprisingly far away, with plenty of time to start applications, attend interviews, gain an acceptable job offer and even start work, I'm already thinking about the biannual update to A Career Breakdown Kit. Only, nothing's really changed in terms of what might affect the steps you take, overall, since the last update, so any changes are likely to only be minor. This might surprise you, if you feel that AI has increasingly eaten into how applications are administered and assessed. While the changes that are actually happening make the treatise of this article more important, which is to look at how recruitment actually happens in informing your strategy. Changes that may not be widespread but are emerging - deprioritising advertising roles in favor of sourcing (looking for candidates), because of the volume of applications; adding extra friction into applications, penalising relevant candidates because of AI applications made automatically; even discounting applications wholesale if they come from they are sent by a mass-apply service. I do see people regularly showcasing features of various ATSs over the years that seem to show automated rejections, yet these features rarely worked well, and haven't changed much in two decades. As I mentioned to Martyn, at a recent Recruitment Technology standards launch in the UK, "it doesn't matter how good the technology layer is, if the human layer is the problem". Martyn Redstone is Head of Responsible AI at Warden, and I'm fortunate that he will be joining me and Simon Ward on a LinkedIn Live as we discuss what this topic means for job seekers. I'll update this newsletter with the event when it's live. In the meanwhile, Martyn is well worth following to understand what's actually happening with AI in recruitment. It's still important to acknowledge the poor experiences job seekers have, and to try and shed light on what is happening, in what I call: 6 - De Facto Automated Rejection and You When there’s any discussion over Beat the Bots, job seekers often assume they are unfairly treated, while people from the recruitment profession deny it happens at all - “that’s not how the ATS works”, “we don’t use AI that way”, and so on. The best objection I see to the common recruiter stance is, “What does it matter how we are rejected, if we were never fairly considered?” That question is the heart of this chapter and, to answer it, I need to propose a new term: De facto automated rejection. Definition: where an element of a recruitment process leads to an application being either rejected or not considered, irrespective of capability, contribution, or potential alignment. That may sound an awful lot like Automated Rejection, yet it isn’t the same thing. Examples: No application after number 100 considered Illegal discrimination Legal discrimination - location, salary, industry, qualification, etc - legally permissible decisions driven by assumption Relying on configured ranking within an ATS to prioritise applications Not considering candidates who aren't picked up by a Boolean search (sourcing) Filter questions at advert stage (e.g. do you have a work permit?) Applying after the vacancy is at interview stage And many more All de facto automated rejections have one thing in common, and it isn’t automation - it’s human decision-making, including shortcuts and assumptions. Some of those examples above are cited when talking about auto-rejects. However, these are all consequences of human intervention and the choice not to intervene. There are an increasing number of AI products that automate these steps, with the requirement of human oversight - I've yet to speak to a recruiter that wholly relies on them, and few who don't view every application. This is one reason why ATS Compliance and Beat the Bots are a red herring. The advice fails not because it’s wrong, but because it optimises the wrong layer. The system is only a component in the process, governed by humans. If you misdiagnose de facto automated rejection as a technical problem, you’ll keep trying to outsmart systems instead of changing how you’re seen, found, and prioritised by people. Understanding how recruiters handle their process and giving them what they need in an application has to take priority. While the same steps that “optimise human compliance” are implicitly system-compliant. The challenge is that human compliance relies on what makes us individual: our skill level, our insight, our psychology, our biases, our resources and the time available to us. As well as how you navigate these. Without forgetting that we are people like you, often trying to do too much with too little. It’s no wonder our frustrations mirror yours, with the difference that we earn a salary for our experiences. ATS Compliance feels more comfortable, because it gives a clear direction, even if it’s the wrong one. It is true we use filters and keywords to prioritise how our applications are presented to us. We do the same when we look for candidates, whether on LinkedIn, job boards, our ATS or other means. All this does is present results in a way that allows us to spend more attention on those that meet the criteria we have set. When we review those results, the way that information is presented informs whether we progress them or not. To be human compliant, your application has to be discoverable, then it has to convert interest. Fail on either front and you’ll either be rejected or you won’t hear at all. If humans are the reasons you are rejected for reasons unrelated to capability or contribution... well, I think that’s rather more problematic than technology. Beat the Bots and ATS Compliance aren’t just a red herring - they can actively hold you back. Because they place the wrong priority by presenting a strategy, rather than simple hygiene. Your wider strategy should encompass far more than applications - getting found, starting conversations, doorknocking, networking and all these other opportunities that can get you closer to a job: These are fundamentally covered in a human compliance strategy. I just happened to call it A Career Breakdown Kit instead, with how to do these in Parts 2 and 3. I realise this may create a feeling of overwhelm, when you realise there is much more to a better application than the transactional steps of ATS compliance. Yet these same steps will improve every aspect of your job search and some are straightforward to take - go to www.bwrecruitment.co.uk/resources for the free CV template that is an easy starting point. 
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.