Whether you’re daydreaming about an ideal job or actually searching for new work opportunities, the chances are that your first port of call is LinkedIn. And for good reason. With more than 58 million companies listed on the site and 52 million people searching for jobs on the site every week, it’s no surprise that 77% of recruiters say they regularly use LinkedIn.

However, between hours of scrolling, endorsing and connecting, how do you make sure you’re not getting lost in a black hole of eligible candidates?

From mastering the perfect profile to when to apply for a job listing, we approached three LinkedIn visibility experts for their advice.

“Your personal brand – and how you show up with it on LinkedIn – is what’s going to make you stand out in a sea of hundreds and thousands of other candidates, who are also on LinkedIn looking for their job breakthrough,” explains LinkedIn visibility coach Mildred Talabi. Therefore, it will likely take a bit of effort to make your profile stand out from the crowd. But beyond your basic details and career history, what else is worth showcasing?

According to Debra Kelly, a LinkedIn trainer and telemarketing specialist, nailing your headline on LinkedIn is extremely important.

“They are the one thing that people will remember about you wherever you go and will appear on your personal LinkedIn profile whenever you post or comment,” she tells Stylist. And because only the first part of the headline is seen when you comment, it’s really important to nail it.

As Kelly suggests, your LinkedIn headline should include keywords for your new position and highlight your most important skills and accomplishments if you plan to change jobs. For example, if you’re looking to transition into a marketing manager role and have experience in brands, you could write: “Aspiring marketing manager with sales manager experience | Digital Marketing Specialist | Customer Acquisition Specialist | Brand Development Strategist | Strategic Marketing.”

Not only is it clear who you are, what you do and your level of qualification, it will also help the algorithm to help boost your profile in certain searches and serve you relevant content.

Now you’re aware of the importance of a filled-in and relevant profile, it’s time to master the art of LinkedIn-speak. Yes, it may sometimes be full of corporate buzzwords and clichés, but an authentic approach is always best.

“Don’t just duplicate the wording on your CV,” warns Ellie Rich-Poole, a recruitment coach. “LinkedIn should have more of a personal feel and while it is professional, you should avoid ‘stuffy’.”

Start by creating a summary section that makes the reader want to meet you and learn more, but does so without coming across as bragging. “Write in the first person in the same way you would speak. But don’t talk about yourself in the third person or use jargon,” Rich-Poole continues. “Imagine you have met someone in real life and are introducing yourself, that’s the style to aim for.”

As the old adage goes: a picture says a thousand words, so it’s clearly a good idea to pay attention to not just what you say, but how you look online. It’s crucial for visibility, too. According to Kelly, profiles with photos get looked at 12 times more often than those that don’t.

“Have a headshot that looks good and professional,” she says. “Ensure it is sufficiently bright and that you are dressed fittingly for your industry.” A brightly coloured background can also help you stand out more, as long as it remains appropriate. As for what to avoid, any holiday, wedding or personal pictures are a no-go.

Toeing the line between work tool and social network, it’s normal to feel confused about who you should be connecting with on LinkedIn. Between friends, old teachers, ex-colleagues and potential mentors in your industry, who should make the cut?

Of course, the most important relationships to build are with relevant headhunters and recruiters. Where possible, though, avoid ‘cold’ connecting with someone you’ve never encountered, whether online or in real life.

Instead, after a few interactions with someone, send them a connection request and add them to your network, says Rich-Poole. “Always personalise connection requests before sending them saying why you want to connect, whether it’s about a specific opportunity or to discuss future career opportunities,” she says.

Once you are connected, don’t just leave it there. “Use the DM function to keep in touch with people, stay updated and even ask people in your network to connect you with relevant contacts,” Rich-Poole adds.

Job hunting, especially when you haven’t left your old job, can be extremely time-consuming, so don’t be tempted to transfer your doomscrolling habit to LinkedIn. However, to optimise yourself for success, it is important to stay engaged with the community you have built.

“If you want to market your personal brand on LinkedIn, then creating and sharing original (and valuable) content is a must,” agrees Talabi. “Your content allows you to showcase your area of expertise and personality and provides future employers with the opportunity to get to know, like and trust you.”

Rich-Poole recommends commenting “on interesting and relevant content instead of simply ‘liking’ things. This gives you more visibility and is a great way to start conversations with people in your field. So stop liking and lurking and start commenting and engaging!”

You’ve nailed the profile, connected with relevant people and are selling yourself and your personal brand in the very best way online. Now what?

Of course, LinkedIn’s search function is a quick and simple way to view the most recent and interesting vacancies. However, as Rich-Poole suggests, you can tailor your search even further by using the most relevant keywords. Rather than “staff writer,” you could try alternatives like “editorial manager” and “in-house content creator” to help widen your search.

Don’t underestimate the value of following hashtags, too. “You can search on a relevant hashtag such as #leadership and follow it, and it will curate your feed with more on this topic, which you can then comment on to grow your network in that field,” says Rich-Poole.

You’ve found a job that looks like it would suit you to the ground. The perks are great, the pay is fair and all that’s standing between you and an interview is that tempting blue ‘Easy Apply’ button…

But there’s some bad news. All three experts stressed that LinkedIn should ideally be used to research recruiters and companies, rather than for actual job applications.

“You will see job vacancies posted on LinkedIn and you can also see the number of applications received which is often very high, so I always advise my recruitment coaching clients to apply online as a last resort,” says Rich-Poole.

“Where possible, use LinkedIn as a research tool to search on the company, and work out who is the hiring manager. Then look them up and see if you know them, or have any connections in common. If it is an option to get an introduction and connect with them directly it is a more personal and targeted way to make your interest known. If you simply apply and nothing else, there is a risk it will fall into the black hole and you will not hear back. This is not right, but it is a reality when recruiters are overwhelmed.” Take heed.

On the topic of mistakes, Talabi shares that simply being ‘on’ LinkedIn just isn’t enough – and there are no benefits to being a wallflower.

“Don’t be shy,” she says. “You can engage with people through your own posts, on their posts, in direct message conversations, and more. The more familiar your network becomes with your personal brand, the more likely they are to buy into it or tell others about you.”

If you were to take just one tip on board, Rich-Poole suggests it should be consistency. “Show up regularly and get involved, don’t wait until you need a network before building one. Be proactive,” she says. “One of my pet hates is when people only ever show up on LinkedIn when they need something.”

For Kelly, it’s remembering to add a banner. “The majority of people leave the banner blank, but it’s a great way to show off your work and promote yourself,” she says. “Simply use a free tool like Canva to create yours.”

Finally, Talabi says utilising recommendations is one of the most important things to invest in. “Every recommendation you receive serves as an endorsement of your personal brand,” she adds. “They provide credibility about your work, social proof that others have worked with you and enjoyed the experience (hopefully!), and they build trust with your future employer.”

Images: Getty