Optimize the Greatest Tool of the Professional Trade: LinkedIn

Authors : Bentley Hamm and Rachael Lusk 

It is fair to say that most professionals have a good working knowledge of LinkedIn (LI). If you do not, it is in all probability something you have identified as a tool that you would like to learn more about for purposes of expanding your professional reach. Or you may be someone entirely new to LI (yes some of you still exist), however you too have acknowledged that you would like to learn more about this amazing social networking tool.

Regardless of whether you are a novice, intermediate, or an expert, most professionals agree that LI is an incredible digital platform. This knowledge comes with the added awareness that with some practical and well-intentioned strategies the end user can harness the powers of LI to effectively optimize their LI profile.

Two Distinct Yet Related Applications of LinkedIn

My co-author and Subject Matter Expert (SME) on all things LI, Bentley Hamm, CMO and Chief Strategist of Hammerhead Business Solutions (HBS) and I will present two applications for LI as it relates to the optimization of profiles for the Human Resources (HR) Professional. Both concepts centre around brand optimization with the key differentiator being the respective areas of focus. 

First, company brand positioning. In this scenario the HR practitioner strives to support their client/company as an employer of choice on LI by highlighting key differentiators including, however not limited to, company/client mission, purposes, ethics, and community outreach. All of these elements work together to drive the client/organization’s unique culture, a significant component in effective organizational branding. The end goal is the strategic and directed leveraging of organizational talent management strategies. 

Second, build your personal brand, by positioning yourself as a “thought leader” in your chosen field(s) of HR. In this regard HR Practitioners build momentum around their own personal and unique brands whether they are currently employed or are serving as talented professionals in transition. You never know when the tides of business will shift, and you may be left on the outside looking in wishing you had built yourself into the position of SME/thought leader to leverage in your time of need. This application of LI also applies to emerging and evolving HR Consultants/Contractors/Fractional Professionals.

Not Your Run of the Mill Social Media Tool

One of the basic principles that can be lost in the milieu of information available concerning LI is that it is not a regular social media tool. In fact, it is a professional networking tool that can be leveraged to further your professional and/or business reach through creating content, direct messaging (DM’s), and most importantly - relationship network building with fellow professionals you may not otherwise have contact with. The end goal of these activities is not to only self-promote, but rather, and this may be a bit of a surprise to some, to gain an increased understanding of others. This is a platform that truly adopts the adage that topics are geared more toward the end user than yourself. And by employing this strategy you invariably create visibility for yourself.

To fully implement this strategy, it begins with an understanding of how to best leverage your profile to emphasize what is valuable to others and then how to best disseminate this information through LI. In this regard, some poignant questions that several authors, including Bentley, have employed on the generation of content are as follows.

  • Does this add business value?
  • Does this add personal and professional growth value?
  • Is this a good use of my network’s time and am I building a better business relationship with this content?
  • Does this content make people respect me (and my business) more?
  • What is the purpose of this, and will this alienate anyone? If so, maybe the content is better served for a social media platform.

Keyword Application

Once appropriate content is determined, industry specific keywords should be employed to improve your profile results in searches. This culminates in a profile that is viewed as increasingly professional because of this emphasis on the application of industry specific language, thereby driving LI Profile Optimization. Ever-increasing LI optimization results in greater potential for visibility in searches made by others. The end goal of increased profile optimization, as agreed upon by Bentley and other like minded experts, is increased exposure.

LinkedIn is the 14th (at the time of writing) most visited website in the world. Resulting in the various search engines view LI as one of the leading authorities in algorithm ranking value. The  importance of this ranking value for a user with a well optimized LI profile is significant. Searches for industry specific information will in all probability have your profile listed in the search results, garnering you professional credibility nearly impossible to reach on your own.  

The LI Algorithm is'' drawn” to profiles that it views as complete. A perk of this increased digital presence is that you draw in a greater number of professional networking opportunities. As an outcome of this, professionals like yourself want to partner with you because they readily and clearly understand your skills, gifts, and talents and how they can benefit from further collaboration with you.  

Content Generation

Now that we have identified the importance of a solid profile on LI because it is deemed complete by the algorithm with the inclusion of industry specific terms, we need to expand our reach further. This is accomplished by delving in to further content creation for use within the context of the LI user’s profile. Let’s review now some of the key elements to include in a LI profile. This discussion is relevant whether you are completing this exercise for your professional reputation, or the company you represent. 

In each of the areas addressed under content the main goal is to continue to ensure the inclusion of keywords. This ensures we can effectively leverage the LI algorithm for purposes of maximum exposure. It is fair to say that entire courses and books are written on the subject of LI content, however we will attempt to briefly describe the most relevant areas here.

* Source: LinkedIn - 73% of business decision makers will research you in the evening and early morning hours.

Bentley’s advice: Your LI profile is a representative of your professional self when you are being researched in those hours. When optimizing your profile, ask yourself this question, “If I were researching myself, is this a professional I would network with, hire, or buy services from?”

Your Profile Photo and Banner

Respectfully this is not the place to depict to your audience your diligent efforts at the gym. Instead use a high quality, professional photo whether of yourself or a key person or aspect of the company/client you are representing. Incorporate a non-distracting background in your profile photo that presents you with a professional image for yourself or your employer/client. 

The LinkedIn Background Photo, AKA “Banner” is one the most important pieces of real estate on your profile. When people view your profile, this is the very first thing they see. Your banner is your split second opportunity to create curiosity for the viewer to want to know more. The text should speak directly to the person or potential client whose attention you are trying to attract and make them want to know more about you.

Headline and Summary

Arguably this may be one of the most critical elements of your profile. Consider it your “elevator” pitch. It is your “opening line” at what is really a 24/7-365 virtual networking event. It captures what you do in a clear and concise manner. There is some room for elaboration in the summary proceeding the headline but again like the headline the summary should be concise yet impactful.

Experience and Skills

Treat this section as a walking, talking brochure of your company/client’s assets or more specifically organizational culture. What makes them amazing and why someone would want to join the team of professionals you are representing on behalf of your employer/client. 

In the case of the individual, treat this section as a walking, talking resume, listing your experiences in chronological order. Ensure you also reference your soft skills (e.g., communication and collaboration, etc.) as well as hard skills (e.g., compensation design, project management, HRIS, etc.). For example, you may be the best HRIS Analyst in the world. However, without the focus on soft skills, such as teamwork and conflict management, which may be deemed critical to success in a role such as this your profile could potentially be overlooked.

Testimonials and Recommendations

This cannot be underestimated. We tend to be drawn to people, places, and things that others find desirable. This can be effectively communicated in this section by others. If you work on a project with someone or if your client has supported an incredible initiative, get people to talk about it and comment on it. And heck there are absolutely no judgments here by both Bentley and Rachael if you decide to write it and then upon receiving approval from your source post this detail on behalf of the individual or organization.

Misc. Relevant Groups, Customized URL, and

As mentioned, there is so much to be said on creating amazing content with the end goal of truly leveraging the power of the algorithm of this very powerful professional social networking tool. Considering the space here, though, we will cap our discussion with honorable mentions on several additional LI sections that could be whole articles in and of themselves. 

One, ensure you join relevant groups to add greater credibility for yourself and attract more viewers to your profile. As an added benefit the more you comment and post content in the groups you have joined the greater your visibility and subsequent visits to your profile for yourself or the client/company you represent. 

Two, wherever possible do not use the URL code automatically generated by LI. Instead customize your URL so it includes your name and/or other distinguishing features. 

Next Steps

If you would like to learn more about LI and other Social Media Tools geared towards profile Optimization for Business and Personal there are many courses as well as great supporting articles and research on the subject. 

The one challenge is that it of course can be overwhelming due to the volume of materials available. Sometimes it is helpful to have an expert lend a helping hand. 

If this is something you would like to learn more about, please feel free to register for one of Bentley’s FREE LinkedIn webinars today

Bentley Hamm

Bentley is the founder of Hammerhead Business Solutions, a pioneering business development and marketing agency in Calgary, AB, specializing in service-based businesses. Drawing on unparalleled experience from his previous venture in the specialized trucking industry, Bentley has a knack for uncovering unique selling points that elevate businesses to become industry leaders. A motorcycle enthusiast and avid hiker, he combines creativity and deep industry insights to craft authentic connections that drive exceptional results. Passionate about mental health and suicide prevention, Bentley is dedicated to empowering young men to become examples for others, and fostering stronger communities.

 

Rachael Lusk

A results-oriented HR/OD Professional, Rachael Lusk is building her consulting business with Hammerhead Business Solutions while also maintaining her position as the Business Unit HR Manager at Westrock in Calgary, AB. Rachael is committed to building strong relationships through collaboration to serve as a committed HR/OD consultant in support of enhanced talent management and training solutions focused on engagement and regulatory matters with Fractional Solutions. Rachael has worked in various industries across both Canada and the US, including Fortune 500 companies, unionized and non-unionized, as well as the private and public sectors.
 
 

The views and opinions expressed in this blog post belong solely to the original author(s) and do not necessarily represent the views and opinions of CPHR Alberta.



Celebrating the Stars of HR: Introducing Our 2026 Member Recognition Recipients

By Jessica Jaithoo • March 11, 2026
Inspired by the spirit of the Northern Lights, the CPHR Alberta Member Recognition Program reflects a core belief: excellence is for everyone, everywhere. Just as the northern skies stretch across Alberta, the Northwest Territories, and Nunavut, so too does the impact of HR professionals—our Stars of HR—who illuminate workplaces and communities through leadership, innovation, and collaboration.  We are proud to celebrate the recipients of our 2026 Member Recognition Program, a refreshed and re-imagined approach to recognition that replaces our former awards program. Inspired by the brilliance of the Aurora Borealis—a symbol of energy, beauty, and limitless potential—this program honours HR professionals as guiding lights within their organizations, illuminating pathways to success and shaping the future of work across our region. A New Era of Recognition With a renewed focus on excellence and inclusion, the Member Recognition Program recognizes a broad spectrum of contributions across the HR profession. From individual practitioners and collaborative teams to champions of the profession, volunteers, and newly designated CPHRs, this program celebrates the many ways HR professionals lead, inspire, and make a difference. We are thrilled to recognize the following groups at our first-ever Member Recognition Gala: Congratulations to our 2026 recipients and honourees. We’re proud to celebrate your achievements and contributions to HR! 2026 Individual HR Excellence Recipients 2026 Team HR Excellence Recipients 2026 HR Champion Recipients 2025 Newly Designated CPHRs 2025 FCPHRs 2025 Scholarship Winners 2025 CPHR Alberta Volunteers Spotlight: Individual HR Excellence Award The Individual HR Excellence Award honours HR professionals who demonstrate exceptional leadership, innovation, and commitment to the profession. Recipients are recognized for mentoring, collaboration, and inspiring others through their dedication, continuous learning, and advocacy for HR. 2026 Individual HR Excellence Recipients: Monika Ahuja Cristina Balamban Jennifer Kapala Arobo Ako Anna Tymoszejko All nominees who met the criteria, as evaluated by our Awards Selection Committee, will be honoured as 2026 HR Excellence Recipients and receive an individual spotlight at the Member Recognition Gala. Spotlight: Team HR Excellence Award The Team HR Excellence Award honours HR teams for exceptional collaboration, strategic leadership, and impactful execution. Recipients are recognized for advancing HR practices, delivering initiatives aligned with CPHR Alberta’s competency framework, and driving measurable positive outcomes through shared leadership, adaptability, and resilience. 2026 Team HR Excellence Recipients: Calgary Airports Servus People & Culture Team Edmonton West Primary Care Network (EWPCN) Alberta New Home Warranty Program Group of Companies Spotlight: HR Champion Award The HR Champion Award honors leaders in our business community who are not members, but who advocate for HR’s strategic value, demonstrate a people-first approach, and drive significant organizational impact. Award recipients are recognized for empowering colleagues, mentoring future professionals, and shaping workplace culture through outstanding leadership and innovation. In addition, these leaders actively encourage the pursuit of the CPHR designation, recognizing its importance in advancing HR professionalism and excellence across organizations. 2026 HR Champion Recipients: Bhanu Walia Kim Armstrong Join Us at the 2026 Member Recognition Gala Thursday, April 30, 2026 5:00 – 9:00 PM at the Westin Calgary Airport Included in your Gala Ticket: For $105 +GST, guests will enjoy a vibrant, modern, and prestigious night featuring a cocktail‑attire atmosphere, a three‑course plated meal, and a complimentary drink ticket. Get your ticket here.

Reminder to cast your vote for the next CPHR Alberta Board of Directors

March 5, 2026
Your current CPHR Alberta Board of Directors selected a slate of two (2) strong candidates to fill the current Board vacancies from a talented pool of applicants. The nomination process began in late 2025 with a call for applicants. The applications period ended on January 9, 2026. The responsibility of reviewing all applications sits with the Human Resources Committee of the Board. All applicants were reviewed in full, and based on the established selection criteria, a short-list was identified and interviewed. Following interviews a proposed slate was developed and presented to the Board, with the final slate generated for your consideration. The 2026 slate of Directors are Adediwura (Wura) Odiase and Terri Davis. These applicants reflect the skills, experience, and qualifications to supplement the existing Board of Directors and to guide the association into the future and to serve you, the members. 2026 Slate: Adediwura (Wura) Odiase - Click here to watch Wura's introduction video. Terri Davis - Click here to watch Terri's introduction video. Read more about our 2026 slate of directors here. How to Vote Only Chartered and Retired members can vote. Open the email you receive from CPHR Alberta via Simply Voting , read the bios, and vote yes or no to the slate. The voting website is available from March 2, at 1 PM MST until March 13, at 12 PM MST. The Simply Voting email contains your elector ID and password, which is needed for you to cast your ballot. If you do not see an email from CPHR Alberta via Simply Voting ( vote@simplyvoting.com ), please check your junk mail and spam filters. If you experience any technical difficulties in accessing the voting website, please email Heather McMaster at for assistance. On behalf of the CPHR Alberta Board of Directors, thank you in advance for your participation in the 2026 CPHR Alberta Board of Directors Election. We look forward to seeing you online for our Annual General Meeting on May 7. Registration will open in April, watch your email for more details.

Celebrating Progress, Inspiring Action This International Women’s Day

By Jessica Jaithoo • March 4, 2026
Author: Taia Northrup, 2026 Social Media Committee Member International Women’s Day is a time to celebrate the achievements of women, recognize the barriers that still exist, and renew our commitment to advancing equity in the workplace and beyond. Across industries, women continue to shape organizations, strengthen communities, and lead innovation. In the HR profession especially, women play a vital role in designing inclusive workplaces, fostering culture, and driving meaningful change. Today, we celebrate those contributions — and acknowledge the responsibility we share in continuing to build equitable environments where everyone can thrive.  Creating Workplaces Where Women Thrive Celebrating women’s achievements also means creating environments where future leaders can grow. Equity is not about identical treatment; it is about ensuring access to opportunity. It is about removing systemic barriers and fostering workplaces where individuals are supported in reaching their full potential. Organizations can take meaningful steps by: Actively monitoring representation across levels of leadership Conducting regular pay equity reviews Encouraging inclusive leadership training Amplifying diverse voices in decision-making spaces Recognizing and valuing different leadership styles Moving Forward Together At CPHR AB, we recognize the important role HR professionals play in advancing equity across Alberta’s workplaces. By embedding fairness into our policies, embracing inclusive leadership, and thoughtfully integrating technology with people-first values, we can continue to shape a future of work that is both innovative and inclusive. Progress happens when intention meets action. This International Women’s Day, we celebrate the resilience, leadership, and achievements of women across our profession and our communities. We also reaffirm our commitment to building workplaces where every individual — regardless of gender — has the opportunity to contribute, lead, and succeed.
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