Here is more detail about exactly what we look for when evaluating an executive’s LinkedIn profile.
Profile photo
The profile photo is the first thing people notice. We look for a photo that is:
- Professional quality
- Cropped to show the face clearly
- Free of sunglasses or anything that blocks the face
- Shows attire appropriate for the person’s role and industry
The executive should look confident and approachable.
A casual photo can work, but the photo should make someone feel that this is a person they could trust with a serious conversation.
Cover photo (background image)
A quality cover photo adds visual interest and polish to a profile.
We look for a cover photo that reinforces the executive’s role, company, industry, or personal brand. It might include company branding, a product image, a speaking photo, a team photo, a customer image, a book, or a visual that says something meaningful about the executive.
We consider the quality of the image. A strong header is high resolution, professionally designed, readable on mobile, and not overloaded with text.
Headline
The headline needs to do more than state a title, especially for executives at growth-stage companies. It should help people understand the person’s role, expertise, industry, and credibility. A strong headline might include:
- Current title
- Company name
- Keywords, such as industry or type of solution
- Areas of expertise
- Credibility markers, such as well-known employers or exits
About section
The About section is one of the most important parts of the profile. It functions like a cover letter for your profile.
We look for an About section that gives us more than a career summary. It should help us understand the executive’s credibility, leadership style, and point of view.
A strong About section usually includes:
- Career highlights
- Specific accomplishments or quantified impact
- Mission or vision
- Leadership philosophy
- Industry perspective
- A sense of what the person values
- A few human details that make the person memorable
- A relevant story
The best About sections also give us a sense of the person behind the title.
Featured section
The Featured section is valuable because it provides proof as well as the opportunity to learn more. Three items are visible; we look for at least one.
Strong Featured items include:
- Media coverage
- Keynote talks
- Podcast appearances
- Published articles
- Company milestones
- Awards
- Investor news
- Product launches
- Customer stories
- Board appointments
- Posts that show the executive’s best thinking
Activity: posts and comments
We also look at the executive’s activity. We look for posts (or comments) that are meaningful and strategic for the executive’s role.
We expect to see recent activity, ideally at least one or two posts a month. Posting twice a week is excellent, but quality matters more than quantity.
Strong executive posts and comments usually do one or more of the following:
- Show how the person thinks
- Explain why company news matters
- Share customer insight
- Surface market trends
- Demonstrate leadership philosophy
- Make culture visible
- Recognize team members
- Show how people grow inside the company
- Share lessons from events, podcasts, panels, or customer conversations
- Celebrate momentum in a grounded way
- Engage thoughtfully with other people
The best posts and comments show a unique voice. They do not sound like generic corporate copy or AI.
Experience section
The Experience section should not be just a list of jobs. We look for enough detail to understand the executive’s scope of responsibilities, accomplishments, and impact.
For each major role, we like to see:
- What the company does, especially if it is not widely known
- What the executive was responsible for
- Size or scope of the role where relevant
- Business outcomes
- Accomplishments
- Metrics when available
- What changed because of the executive’s leadership
For the current role, we expect more detail, as that is the section most visitors care about.
Board and advisory roles can be included in this section, especially paid board roles. Nonprofit board roles might be in the Volunteer section.
Other sections
Everyone should have an Education section, which should include all degrees. It can also include executive education when it is meaningful and current.
We also look for executives who have used other sections of the profile to tell their story, such as awards, patents, publications, association leadership, volunteer work, languages, and special projects.