Federal Marketing Insights

Creating the Ultimate LinkedIn Profile: Step 4 – Your “Specialties”

Posted by Federal Marketing Insights on June 5, 2015 at 7:08 PM

LinkedIn_specialtyEditors note: This is a guest blog post written by LinkedIn Expert/Trainer & Award Winning GovCon Consultant Mark Amtower.  He is the Host of Amtower Off Center on Federal News Radio.

LinkedIn used to have a two-part summary: 2,000 characters for the actual summary, then an additional 500 characters for the “specialties,” your business skills. Well over a year ago this function disappeared to those new to LinkedIn, but you can still see them on profiles created before the change.

My suggestion is to save 200 or so of the characters from your “summary” and create a “specialty” area at the end of the summary.

You may ask “If LinkedIn took it away, why add it back?” My answer is simple – it makes it easier to be found if you create a short list of the skills that you are good at; those skills that make you employable.

The specialties section allows you to list all your areas of expertise, each skill you bring to the market. While your summary and each experience description should also be doing this, the specialties section provides the one spot where you can just do a data dump.

Take a look at my profile summary. At the end you will see the specialty list. This helps me get more views as people search on the words and phrases I use.

Emily Kopp, an on-air personality at Federal News Radio, also uses the specialty area to emphasize her news skills as well as her broader areas of international and governmental expertise.

Think of this as SEO for your profile, making it easier to be found for what you do best.

The specialty area should also match the “endorsements”, but the endorsement categories don’t show up in searches.

Strive to make your profile SEO friendly not just for internal searches on LinkedIn, but because LinkedIn profiles also show up in external searches by Google, Yahoo, Bing and other search engines.

Adding the specialty area costs you a few characters from your summary, but it is worth it.

For more tips on LinkedIn, social media and presenting yourself and your organization to the federal marketing community, click here:


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