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Boost your professional brand using all your LinkedIn real estate

Mayo Clinic Social Media Network 2019 Annual Conference

Beth Granger will present "Boosting Your Personal Professional Brand Using LinkedIn" at the Mayo Clinic Social Media Network 2019 Annual Conference. To learn more from Beth and other expert speakers, please join us!

Some people still think of LinkedIn as a place to go only if you are looking for a job, but it is so much more than that. Even people who are active may not realize the power it holds to extend your networking, find and engage in communities, and build your professional brand.  If someone does a Google search for your name your LinkedIn profile is likely to be in the first three results.

Use all the appropriate real estate LinkedIn gives you to control your professional brand.

Background Graphic

Do you have a background graphic? This is the rectangle behind your headshot.

Think of it as your personal billboard. It can have photos, graphics, and text. Note: Text in the graphic won’t be clickable.

Be sure not to put anything on the bottom left where your headshot will overlap the graphic. On mobile it may overlap on the bottom left or bottom middle.

If you work for yourself, the graphic should match your other branding. If you work for an organization, they may have graphics you can use, or you can develop one that represents your role.


  • JPG, GIF, or PNG
  • Less than 8MB in size
  • Recommended size: 1584 x 396 pixels

Attach media on your profile

You can attach files or link to files right from your profile as part of your About section or as part of your role description. That way, when someone checks you out on LinkedIn they will see examples.

Caution: You must have rights to anything you post, including PDFs, photos, or videos.

Types of content to use:

  • PDFs – Your organization may have PDFs that you want to share or you can create documents for yourself.
  • Videos – Link to videos on YouTube, Vimeo, or other approved sources.
  • Images – PNG, TIFF, JPG, GIF (first frame only) – Do you have a photo of you speaking, running an event,  or anything else that shows you doing what you do?

Learn more about adding media samples.

Use all the appropriate fields on your profile

Do use all the fields that make sense for you. You can add new sections by clicking on the Add profile section button towards the top of your profile.

Do you have an About section? It helps you expand on your headline, clarify anything confusing such as having two jobs at the same time or an unusual career path.  I describe your headline as your 120-character elevator pitch and your About as what you say when someone hears your pith and says, “Tell me more.”

Do you have patents, licenses, or certifications? There are sections for that. This may not apply to you, but may to your colleagues at a healthcare organization.

Have you worked on any special projects? There is a section for that where you can even tag the other members of the team.

Do you speak multiple languages? Be sure to include it.

Volunteer experience? It presents you as a charitable and more well-rounded individual.

I wouldn’t advise using the Test Scores option unless you just graduated.

Post content that gets seen

Sharing content allows you to keep in front of your network and through their engagement be introduced to people outside of it. Consider using a mix of types of content:

  • Video is an amazing way to share your ideas. It doesn’t have to be you speaking to the screen if you are uncomfortable with that. It can be your voice narrating. Use captions if you can since many people scroll through with their sound off.
  • Text. Original content is the most powerful type of post. Share what you are up to, what you think about, and information of value. Mention (tag) appropriate people and it may increase engagement and views.
  • PDFs are a newer type of content for LinkedIn. They take up a nice amount of space and therefore stand out. If they have multiple pages it is easy to click through. They also are downloadable.
  • Images can help your content stand out on LinkedIn. Infographics can be especially effective in communicating in this business-oriented platform.
  • Links. Share links to your company page or your employer's company page. Links that take someone off the LinkedIn platform will get fewer views, but can still be worthwhile to share. Is there an article you read that your network would find valuable? Share it with text saying why you find it interesting.

Don’t forget to use hashtags on your posts to make them more findable. I recommend using no more than three at a time.

LinkedIn gives you a lot of real estate. Use your profile, business page, and posts to control your professional brand image.

Beth Granger is a social media, social selling, and LinkedIn trainer, coach, and speaker. She works with organizations and to help them using social media, typically LinkedIn, to extend their networking, add more prospects, and build their professional brand. Before starting her own consulting firm Beth was the Director of Online Marketing and Design at Pall Corporation. Visit Beth on her favorite platform.

I think for most people who work in healthcare, LinkedIn is the one social media site you should –
If not Master, then at least be a journeyman/woman. When I engage with someone at a conference, it’s my go to place for getting background research. Thinking of Beth as an A+ LinkedIner, I would rate myself a C-, but by year end, hope to be a B!


I'd also add writing original thought pieces on the LinkedIn publishing platform – it's a piece of real estate that many miss out on – and it's a super way to establish thought leadership .


I'd also add writing original thought pieces on the LinkedIn publishing platform – it's a piece of real estate that many miss out on – and it's a super way to establish thought leadership .

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Yes, indeed. Plus, it stays on your profile, providing social proof. Posts get better views, but they essentially go away. It’s good to use both.


I agree Beth – I certainly notice that posts get better views than the articles I write. I usually wait a week or so and post the article highlighting a key fact or quote and then do the same thing a month or so later.

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