LinkedIn Profile Optimisation UK: Get Found by Recruiters

Profiles with a professional photo receive significantly more views and connection requests than those without. Recruiters make a judgement before they read a single word.

What to use

A clear headshot where your face fills most of the frame. Neutral or plain background. Business casual or professional clothing appropriate to your sector. Taken in natural light if possible.

What to avoid

Selfies. Group photos. Holiday photos. Images with logos, filters, or cropped backgrounds. Photos that are more than five years old if your appearance has changed significantly.

Your headline is the first thing a recruiter sees in search results. LinkedIn gives you 220 characters. Most people waste this space with just their current job title. That is a missed opportunity.

What the algorithm does with your headline

LinkedIn’s search uses your headline as a primary ranking signal. A keyword-rich headline that reflects the roles you want — not just the role you have — makes your profile appear in more relevant searches.

Formula that works

Examples

Your About section is where your story lives. LinkedIn gives you 2,600 characters. Most people leave it blank, write two lines, or copy their CV summary word for word. None of these work.

What it should do

Explain who you are, what you do well, and what you are looking for next — in plain language that a recruiter can read in 30 seconds. It should sound like you, not like a job description.

Structure that works

Open with one sentence that captures who you are and what you do. Then cover your key skills or area of expertise in two to three sentences. Add a brief note on what you are looking for or open to. Close with a simple call to action — tell people how to contact you.

Keywords matter here

LinkedIn’s algorithm indexes your About section. Include the job titles, sectors, and skills you want to be found for. Do not force them in — write naturally and they will appear where they need to.

Recruiters scroll to your experience section to verify what your headline promises. LinkedIn gives you more space than a CV — use it, but use it well.

Job titles

Use accurate titles that recruiters actually search for. If your official title is unusual or internal jargon, consider adding the common equivalent in brackets — for example “Transformation Lead (Programme Manager)”.

What to write in each role

Focus on outcomes, not responsibilities. What changed because you were there? What did you deliver, improve, or build? Numbers make this concrete — team size, budget managed, percentage improvement, volume of cases handled.

How far back to go

List roles relevant to where you are going. You do not need every job going back 20 years. Older roles that are not relevant to your target can be listed briefly with just a job title and dates.

Your skills section feeds directly into LinkedIn’s search algorithm. Profiles with verified and relevant skills have a 30% better chance of being contacted by recruiters.

How many skills to list

LinkedIn allows up to 50 skills. Aim for at least 20 to 30. More relevant skills means more searches your profile can appear in.

Which skills to prioritise

Your top three skills show on your profile preview — make these count. Put the skills most relevant to the roles you are targeting first, even if others have more endorsements.

Endorsements

Ask three to five colleagues, former managers, or peers to endorse your top skills. Endorsed skills carry more weight in LinkedIn’s algorithm than unendorsed ones.

A recommendation from someone who has worked with you is more persuasive than anything you write about yourself. Recruiters read them. Hiring managers check them before interviews.

How many do you need

Two to three strong, specific recommendations are more valuable than ten generic ones. A short recommendation that describes a specific project and outcome carries far more weight than “great colleague to work with.”

How to ask

Message the person directly. Be specific about what you would like them to mention — the project you worked on together, the outcome you delivered, the skill you demonstrated. Make it easy for them and you will get a better result.

Custom URL

Change your LinkedIn URL from the default string of numbers to your name — for example linkedin.com/in/brianberry. This improves how your profile ranks in Google searches for your name and looks more professional on a CV or email signature.

Open to Work

LinkedIn’s Open to Work feature signals to recruiters that you are available. You can choose to show this to recruiters only (not visible to your current employer) or as the green frame on your photo (visible to everyone). If you are actively searching, turn it on. Many recruiters filter specifically for Open to Work candidates.

Profile visibility

Check that your profile is set to public. Go to Settings and Privacy → Visibility → Edit your public profile. Make sure all sections are toggled on. A private or partially hidden profile cannot be found in search results.

Activity matters too

LinkedIn’s algorithm rewards active profiles. You do not need to post every day. Commenting thoughtfully on posts in your sector, sharing a useful article once a week, or posting a brief observation about your industry keeps your profile visible in other people’s feeds.