LinkedIn profiles that convert

Greg Wyatt • February 21, 2024

This is an article in four parts:

  1. An analogy to help you understand how people with hiring responsibility consume your content

  2. How this relates to your LinkedIn profile and other documents

  3. An exercise you can do now

  4. Practical takeaways

This has a bit of danger of overwhelm; however, it’s important to understand the context and mindset behind searching for candidates so that you can help a hiring process make the right decision.

By hiring process, I mean anyone from recruiter and hiring manager, to agency, to a peer who can advocate for you, to a fellow job seeker that happens to know about a vacancy you are suitable for.

Help us help you through your content.


Part 1 - 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, and then decide on what to buy.

As a sweaty runner that clocks up 60-70km a week, I go through Bluetooth Headphones like you wouldn’t believe.

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

So my context is a little different to the normal buyer, although likely no more different than most are to another.

A search on “Bluetooth headphones” brings up over 2,000 results, which is hardly manageable, so 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 (my hack for avoiding paid reviews) because they are generally good with caveats, then click away.

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 a 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 buyers’ guides, YouTube videos and users’ forums, and are just sourcing the best price.

Or maybe you just 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.

Not just on LinkedIn, but through other channels too.


Part 2 - 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 broadly similar criteria and might be found at any stage in a recruitment process.

  • From a search through the Recruiter Licence

  • 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.

But 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>. Then 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 probably don’t, so I’ll write this in a way you can emulate, as a standard or Premium Member. (You can look at public user guides if you are interested, such as here)

A standard search might go across <home page - search - list of profile headlines>. Then the reading psychology of someone who wants to read everything (!) is:

  • #Open to Work banner (your choice and no discussion today on its merits)

  • 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 though, I rarely look at recommendations, as if I’m still interested by that point I’ll just get in touch.

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

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

It goes to follow that’s 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.


Part 3 - an exercise to guide your approach to updating your profile

Imagine you’ve been promoted and you 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 only have 10 minutes to run 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 through the points in part 2.

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

If not, what is it about their profiles that is preferrable and how can you emulate the same in your profile?

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


Part 4 - actionable points to update your profile (and CV too)

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

And you should assume the people doing so are the weakest link in the chain.

Because if you cater to them, you also cater to more competent people in process.

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

4.1 a punchy headline that says what you do and how you can help. The first four words count - think about 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.

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

4.2 banner - it’s free advertising real estate! Use canva; include your contact details in case a reader doesn’t have access through your account

4.3 make it really easy to contact you by phone or email, put it in multiple spots

4.4. 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.

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

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

4.6 Key words. Recruiters search on key words. Think about all the job adverts and required skills you’ve read - does your LinkedIn profile show these suitably? Of course these need to be true, but think about how differing acronyms and terminology may mean the same thing.

4.7 Personal branding. How can you showcase your personality in your words? Your about section is a form of elevator pitch. While it highlight your professional credibility, you can also show your personal qualities. What your most passionate about and best at? Lead with that.

4.8 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.

4.9 Keep it simple and authentic.

4.10 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’ as the same principles that let you get found apply here.

Principles that are used in SEO - read up on how Google prioritises expertise, experience, authorativeness and trustworthiness and they apply to how readers consume your content too.

Googling isn't just about key words, nor is your own LinkedIn profile.


As with the previous articles, this is both long and not detailed enough, but I hope is a good lens through which to think about what your readers need from your profile.

You are unique, even if your role is common. Help us see why you are the one person for the job, and you’ll get more interest for that one job you need.

Thanks for reading.

Greg

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.