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Norbert Vercauteren
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How to do better on LinkedIn?

How do you successfully use the social media platform LinkedIn? You can read it in this blog.

Your profile is crucial

Your profile is your signboard and entrant. Link it to the cliché of first impression and you know how important this is. It has to be business-like and structured, authentic, credible and honest. It has to radiate reliability. Don't be sloganistic and don't try to impress with difficult words. Try to convince by what you really have to offer or strive for. Fake is quickly unmasked and leads to aversion.

Give your profile a face

Make sure you have a good business profile picture. People like that and tend to view profiles with a photo better than profiles without a photo. Know that with everything you do on LinkedIn, your profile photo is shown together with your header.

Do more with the header

Your header is the subtitle under your name. You can change it. Do that, too. You have 120 characters, 80 of which are shown in previews. Go for more than just your name followed by "business manager" or "sales manager" or "graduate in accounting". Your header should stimulate interest in you, your company, your products or services.

Describe who you are, what you do or have done and where your expertise lies. A good example:

An Writers Accountant | expertise: personal and corporate income tax | experience: Fiscafisc (2 yrs), Venfisco (4 yrs) | availability 1 September.

The summary

The summary, which can be found directly under your introduction profile, gives you the opportunity to introduce yourself in more detail. Describe what you stand for, what your expertise is, what drives you, what you strive for, what you have to offer others, what your ambitions are. Also include keywords in your summary. This is important to be found better. If necessary, add links to your website, blog or Youtube videos.

Company page

If you have a business, create a business page. Take the time to do this properly, or get assistance. On a company page you can present your expertise and your products or services in detail. You can also promote your company on LinkedIn with paid advertisements.


Keywords, the word speaks for itself. They're the key to being found quickly. You can put them anywhere in your profile. But keywords in the header (the subtitle under your name) and added to your job title have a greater impact on whether or not they are found, than the same words in another place in your profile. Although not scoring very high in the index, the 'Summary' section is important. It is the place where you can put a lot of your keywords.

You can also inject keywords in extra added sections such as 'Projects', 'Honorable Mentions', 'Obtained Certificates'.

Play along, show yourself

You're a sportsman, world-class in training. You train to the limit on your own. You know how good you are, but you don't participate in public competitions. Nobody will know you, nobody will know how good you are. You're an anonymous champion.

That's professional. What you have to offer may be of world quality, if no one knows that or you know that leads to nothing. That's why you show on LinkedIn and other social media, play along.

Playing along is

  • Post relevant and engaging and diversified (text, photos, videos) content yourself.
  • Regularly post business updates and reports on projects and relevant events in your company.
  • Show involvement: take part in conversations and discussions, ask questions, respond to content and questions, be part of groups, follow the messages about your field of expertise...
  • Build a bond with your followers. Let them know you appreciate their reactions. Ask them for their reactions and suggestions.
  • Do not play every now and then, but regularly, at least 2x/week. But also don't exaggerate, best not too often more than 1x/day.

Watch listen analyze and adjust

Look at how often whoever watches, shares, licks, comments. Listen to the reactions and comments. By participating in groups, discussions and discussions you might discover a lot more.

Do you see any tendencies? Draw your conclusions and adjust.

Pay sufficient attention to "Social Proof".

Distrust of "Fake News", advertisements, goods and services offered over the Internet is high. People are afraid of being cheated.

"Social Proof" is the recognition of solidity and reliability by the general public.  

How did you gain the confidence of the general public?

  1. The classics are the 'testimonials' of customers or colleagues.
  2. With certificates of credible independent parties.
  3. With recommendations and reviews from recognised experts in your field?
  4. With the number of followers on social media.
  5. With your own website or blog where you provide the link and with photo, contact details, references and achievements, proving that you are real and not a fraud.
  6. Well-known people and influencers who praise you, your business or your products.
  7. Word of mouth.
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