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 August 18, 2026
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By Greg Wyatt August 11, 2026
What follows is Chapter 49 in A Career Breakdown Kit (Summer 2026) . It's like many other chapters in that I've tried to make it stand alone, yet it's deeply connected to the rest of the book. For example, if you accept your job search is equivalent to launching a product to market - where you are the product and your next employer the buyer - then a sensible strategy is also equivalent. You execute an appropriate multichannel sales and marketing plan, where you focus on the steps in your control, with considered action and follow up. An interview process is an ongoing negotiation, with each interview equivalent to a consultative sales meeting. And like any good sales professional, you know that the steps preceding, the steps in-between, and the steps after all have a part to play. In my last three offers these have all been contributing factors: The relationship nurtured by the hiring manager led to their new employee hitting the ground running The private information withheld by the candidate that led to an offer rescinded because she could never have fulfilled the role in the first place The enthusiasm shown by a candidate in post interview communications tipped a decision in their favour Recruitment is risk, filled with bias - that doesn't mean you can't make that work for you. 49 - After the interview In a tough job search, getting to an interview can feel a real achievement. If you’ve been accountable in your applications, only going for roles where you are a strong fit, these are tangible opportunities to secure employment. The interview itself isn’t the be-all and end-all. It’s better to see them as the start of a conversation, one that’s only complete when you either have an acceptable employment contract in your hand, or if it’s an unequivocal no. Continuing this conversation in the right way, and in ways other candidates may not think to, can bring hoped for and unexpected gains. A few weeks back I filled a vacancy which had a strong shortlist. The final three were all employable, and the company would have taken all three had they been able to. The second choice candidate was disappointed and took it well, responding professionally. I worked hard to give all three a good experience with regular updates and constructive feedback. I too was genuinely disappointed for the ‘unsuccessful’ candidates. Two weeks after accepting the offer and returning the signed contract, the first-choice candidate withdrew. She’d received a significantly improved offer having been headhunted. Within two hours of passing the news on to the hiring team, the 2nd choice candidate was offered the role and accepted. How she had responded to her initial disappointment was a key element in this offer being put forward. The same was true of her experience with us in her decision to accept the offer. In many ways an interview is like a sales meeting. One party pitches their offering which might be customised against the questions asked. The other party makes a decision on whether and how to proceed. In an interview both the candidate and employer act as both seller and buyer. As a job seeker you get the final say on whether you say yes, no or something in between. Your decision is influenced by factors you may not divulge to the employer, such as an unexpected intervention (illness, accident, family), personal circumstances or other offers that may come up. It’s the same for the employer. They may have a hierarchy of decision-making, changes in the business and changes outside of the business - many things that can influence an interview decision or time frame, different from what was initially agreed. In sales we know that a deal isn’t agreed upon until the invoice is paid. Even if there is an initial ‘yes’ in a meeting we follow up suitably. Follow-up email to confirm details of the conversation and next steps. Thank you for your time Follow up at the appropriate time to check progress If it’s ‘no right now’, follow up over time to build a relationship until they are ready to buy If it’s ‘no answer’, find appropriate reasons to follow up, ending in a breakup email What this actually looks relates to what their sales (hiring) process is, playing to their rules and breaking those same rules in an appropriate way. In the UK, 61% of private sector employers are SMEs, whereas the vast majority of money is in the corporate space. The differentiator in recruitment is that the more corporate you get, the more transactional and matrix-led recruitment often becomes. Some of the rules of the game will be different. This illustrates how and why things are different depending on the context. Public sector, charities, geography, bias, habit, strategy - these all affect the rules of what appear similar processes from the outside. It’s important not to be cynical or come across as coercive. Respect the process and any rules you learn about. Thank you notes Most of the employers I partner with are interested in candidate feedback and interest post-interview - to help them reach their decision for the right reason. Were you applying directly, their interest in your view would be the same. A naturally written thank you note sent appropriately should not work against you. It might work for you and it’s a situation where someone’s bias can be a benefit. ‘Dear Greg, I wanted to thank you for your time today and the opportunity to interview at ABC Corp. It was a pleasure to meet you and Gary and helpful to understand more about your role and environment. I remain keen and would be delighted to return for the next stage. You mentioned you’ll make a decision by the end of next week and I look forward to hearing from you. Do let me know if I can help with anything - my number is …. Kind regards,’ It’s an opportunity to build on or mitigate inconclusive points in an interview if there’s an example you neglected to share or if you didn’t convey information in the right way. Maybe they let slip they’d be concerned if the role would keep your interest in the long term - why not own this? ‘During the interview you asked if I could see myself in this role long-term. It’s a role I’d enjoy - taking on a hands-on role I can get stuck into is an exciting challenge, while my experience in xxx would be beneficial for yyy.’ Keep it more succinct than my email though. Write it in your own words in a similar tone to how you came across in the interview. Will it make a difference? Only marginally, in some situations. Is it worth doing as a natural way to continue the conversation? I think so. Don’t be disheartened if you don’t get a reply - they may have a policy to follow. And to that coercive point above don’t say ‘I’m the best candidate. You’d be a fool to miss out,’ or something more subtle that might suggest the same. Additional interviews In an ideal world you’d get a full view of the interview process before the interview. Unfortunately some employers enjoy playing a game of interview chicken, revealing more and more interview stages as you go through them. Most are somewhere in between. Try to establish the full process as early as possible in case there is anything that is non-negotiable for you. For example, I know some people categorically do not want to do technical tests or ‘business plan’ style presentations, having had their fingers burnt in the past. It’s your choice what might be a non-negotiable - for any reasonable employer these are typically used as a means for fair assessment. Treat any interview in the same way as the first interview: prepare as fully as possible and assume nothing. Unless you know their hierarchy of decision-making, that new person you meet at fourth stage for an informal chat might well be the person with the final say. Even a social get-together after an offer is put forward might be seen as an assessment. Appropriate follow-ups It’s a careful balance. You want to show you are interested, not desperate. You need an answer, not to be inappropriately intrusive - even if that’s not your intent perception holds weight. Following up in the right way is a good tactic. If you can gain an understanding of their time frames or process work to that. Anything and everything can happen behind the scenes, including unexpected absences. Things can slip in a way employers may not see as notable. A few work days after you were expecting to hear, drop them a polite line. ‘Hi Greg, I wondered if you had any news on how you want to proceed with this role. Is there any update you can share? Kind regards,’ You can play a bit of keeping up with the Joneses if it’s true - ‘I remain interested - I do have two interviews this week with other employers. Would you like me to keep you updated?’ Sometimes no news is no news and you might need to be patient. Eventually you may come to a point where you need a decision from them - such as if your 2nd choice company gives you a job offer. A breakup email can be a good thing. Even if this doesn’t prompt an update or decision from them, you give yourself agency to walk away with no ‘what ifs?’ And if they do come back later, you can make a separate decision on whether to revisit them. One such email might be: ‘Hi Greg, I enjoyed our interview on May 21st. You mentioned you’d reach a decision the following week. Can I assume you have moved forward with another candidate? I’ll draw a line through my application for now and will be happy to pick up our conversations at a later date, if appropriate. Kind regards,’ Written appropriately, there are three outcomes: You get a reply confirming they have appointed You get no reply and can move on You get a reply with more information That last point may be ‘no news’ or something actionable. Sometimes it might even prompt good news. Whatever the outcome, you can move forward. Keeping in touch long-term Sometimes a no might be a ‘no for now’, especially when you are later on in the process, such as being pipped to the post at final interview. If yours is a business as usual role where there are a number of employees fulfilling similar duties in the same company, you may well be suitable for other roles that come up in future. How can you keep in touch appropriately so that you help their decision making when another vacancy comes up? Find reasons to occasionally keep in touch (maybe once every couple of months). If they are active on LinkedIn you could follow their content and add constructive comments. It may come to nothing but it may give you early sight of a new vacancy. If you see another vacancy advertised check it out. Drop them a line directly rather than just apply given you are continuing a conversation rather than coming in cold. And if they reply to say ‘don’t bother’, at least you know.