Year-end ― it’s always a whirlwind, right?
If you’re like me, you’re juggling a to-do list, a holiday list, and multiple work priorities. (Cue the finale of Rossini’s “William Tell Overture“)
Your business is, well, busy—celebrating growth, accomplishments, and wins, or maybe just surviving 2024. Simultaneously, your people are prepping to jump into 2025.
Oh, and your family? They’re all about festivities and favorite traditions, and you’re trying to be present and acknowledge all the “feels” that make the holidays meaningful.
With all this activity—worthy activity—it’s easy to push “pause” on your personal brand efforts, and in particular, to ignore your LinkedIn profile.
But I encourage you: Don’t let it slip. The cost of missing out on opportunities that could drive your business and career forward can be offset with just a few minutes of focused updates to your profile.
Instead, set aside just 15 minutes (or less) over five days to ensure your profile reflects your current accomplishments and goals. These simple updates can turn LinkedIn into a tool that works for you—attracting the right connections, partnerships, and opportunities.
#1 Quick Profile Audit (15+ minutes)
Put yourself in the mindset of the people you hope are seeing your profile—and now skim the whole thing. Does it:
- Tell people what you want them to know? Can they easily discern what you do and what your business is all about?
- Align with what you’re doing now and answer the questions that you’re asked most often?
- Reveal what’s important to you and give a sense of who you are as a leader?
Also, review your headline. It shows every time someone searches for you, and it appears at the top of your posts. Does it invite people to find out more about you?
#2 Refresh the Graphics (10+ minutes)
The two graphic elements at the top of your profile make a big statement. When was the last time you refreshed them? Be sure you don’t go into 2025 sporting a profile picture from 2019!
- Make sure your profile photo is professional, friendly, and looks like you do now.
- Use the eye-catching header graphic to tell your story — a photo of you speaking at an event, a company-branded graphic, or a custom image that conveys value.
Pro Tip: LinkedIn is currently rolling out rotating header graphics behind your profile photo. It’s an opportunity to showcase multiple visual messages at the very top of your profile.
#3 “Feature” Your Success (15+ minutes)
The Featured section is a great way to build credibility and share milestones that reinforce your expertise and achievements. Highlight announcements about your company’s traction and success, including funding, partnerships, and product launches. You can also showcase blogs, interviews, and podcast appearances.
#4 Showcase Your “Services” (15+ minutes)
If you run a services business, or are a coach or consultant, use the Services section of your profile to promote your company’s services. LinkedIn increased the prominence of this section in 2024, putting it just above the Featured section, and made it much richer. You can now write a short intro paragraph, list 10 services, and add media and links.
#5 Review the Details (10+ minutes)
Spend just a few minutes to make sure the important details of your profile reflect your real world as of January 2025:
- Contact Information: Is the info still correct?
- Current Job Description: Ensure it includes any changes, wins, and milestones from 2024. Are there any important keywords or industry buzzwords you should add?
- Skills: LinkedIn increased the number of skills from 50 to 100, making this an excellent place to add keywords to your profile.
Pro Tip: Add a board role in the Experience section and place it just below your primary job. This placement ensures that profile visitors will see your work on the board and know that you are interested in board roles.
Bonus: Consider Video for 2025
Want to make a New Year’s resolution to take your LinkedIn presence to the next level? Consider video.
LinkedIn continues to expand and enhance its video offerings. The app (iOS and Android mobile devices) now includes a Video tab (at the bottom of the screen), which clicks to an immersive video experience (think Reels on Facebook).
Vertical videos are preferred. Keep them short, and make sure you use captions because 80% of LinkedIn videos are viewed with the sound off.
One or two videos a month is plenty. It doesn’t need to be fancy – you can use your phone to capture some thoughts at an event or even at your desk.
Make LinkedIn Work for You
As the year winds down, take just a little time to set yourself up for success in 2025, ensuring your profile reflects who you are and attracts the opportunities you want.
If you’re feeling stretched or unsure where to begin, we’re here to help. Our team has worked with thousands of CEOs and senior executives to build a LinkedIn presence that helps them achieve their goals. Reach out to me on LinkedIn or book a quick call, and let’s talk about how you can make LinkedIn work for you.