How To Master LinkedIn

Three LinkedIn profile mistakes you and your team should fix right now.

by Alyssa Gelbard

Whether or not you’re active on LinkedIn, prospects, referral sources and other key stakeholders look at your profile. It’s often their first impression of you, so if your profile is sparse or outdated, it hurts your credibility and limits their interest and trust in you. This leads to missed opportunities because people do business with people they trust.

Specializing in employee branding, my firm, Point Road Group, reviews thousands of LinkedIn profiles. We repeatedly see the same three mistakes, all in the top two sections. These areas are the first things people notice, so it’s critical to get them right. Fix these issues today — or watch prospects click away to a competitor.

Mistake 1: Poor Headshot

Your picture is the first thing people see, so make it count! If your photo is a selfie, includes other people or is from a beach vacation, it’s time to make a change. It’s also important that when people search for your profile before a meeting or after receiving a referral, your image is not unrecognizable from who they see when they meet you. Did you skip wearing glasses in your headshot but otherwise wear them daily? Does the picture show you with long hair, but you’ve kept it short for the past few years? If so, it’s time for a reshoot.

How To Correct It

Use a high-quality, professional-looking image that reflects how you look today. It should be a headshot — not full body — centered on your face. Use a clean, neutral background and pay attention to your posture, gaze and what you’re wearing — all of which influence confidence and approachability.

Mistake 2: Weak Headline

Do these LinkedIn profile headlines look familiar?

• Sales Manager/U.S. Residential
• Vice President/Elevator Enthusiast
• Head of Operations/VT Industry
• President

What do they have in common? They say little about the person, wasting prime real estate to make an important first impression and highlight their unique value. Each of these headlines could be for many people in vertical transportation (VT), or any industry at any company. They’re too generic, and that’s a problem.

How To Correct It

Your headline should give a clear, compelling snapshot of who you are and what makes you stand out. You have 220 characters to entice people to read the rest of your profile, so use them strategically. If someone only reads your headline, would they get a general sense of your professional expertise and interests? Consider things like functional areas (e.g., sales), company type (e.g., family owned, global) and areas of focus (e.g., commercial and residential, building new territories, M&A integration). A strong headline not only builds interest — it also boosts your visibility in LinkedIn search results.

Mistake 3: Generic Summary (“About” Section)

Does an “About” section starting with something like, “Results-driven professional with 13 years of experience,” make you want to read more? If your summary could apply to anyone, it’s time for a rewrite. And if it focuses entirely on your company instead of what differentiates you, that’s another red flag. While including company information is great, especially if you’re client-facing, your summary shouldn’t only be about the business. This is your profile, not the company page!

How To Correct It

A compelling “About” section gives a brief yet informative picture of who you are and what you bring to the table. It should build on your headline and what sets you apart. Do you have deep experience in the elevator industry in one or multiple areas like sales and operations? Did you start working on the shop floor or helping with installations? Are you a third generation in a family business? Do you love developing relationships and helping people solve problems? Do you have experience growing territories and managing large accounts? Are you involved with industry associations like the National Association of Elevator Contractors, the National Elevator Industry, Inc. or others? Are you a board member or have a leadership role in a community organization?

It’s details like these that draw viewers in — sparking interest and encouraging them to connect or reach out. Sharing what drives you and how you help others isn’t boastful — it’s powerful. Share your superpowers and professional passion in a way that welcomes prospects, referral partners and potential talent. Let your personality shine as you describe your background, expertise and the impact you’ve had on your current, and prior, company.

Risks of Ignoring These Mistakes

Without a good headshot, headline and summary, you appear less credible and harder to connect with. That’s a serious risk, especially for those in business development, sales, leadership or other customer-facing roles. If your competitor’s profile better reflects who they are and what sets them apart, guess who’s getting the call?

As a leader, you have a responsibility to set the tone as a good brand ambassador. Fixing these profile mistakes helps prospects and customers understand you and sets an example for your team to follow. When you don’t pay attention to your profile, why should your employees care about theirs? And if everyone is making one or more of these mistakes, you collectively weaken company perceptions — and miss more opportunities.

At Point Road Group, we explored the actual impact that executives’ LinkedIn profiles can have on business outcomes through our own research study. As summarized in our white paper, which can be accessed through our website, the results were quite powerful: just one executive’s profile influences people’s perceptions of the executive’s company, including whether they want to do business with or work for that company. What does this mean? Effectively highlighting your strengths, accomplishments and professional story on LinkedIn isn’t just about looking polished, it’s about driving business.

A Little Effort Can Go a Long Way

Spending a little time updating key sections of your profile can have a big payoff. Every day that you ignore common profile mistakes, like the three we see regularly, you impact impressions and opportunities – and not in the way you should. Carve out some time on your calendar to update your profile and encourage your team to do the same. And if you’re looking for a more comprehensive approach to strengthen both your team’s profiles and your company’s presence — we’re here to help.