Writing Job Descriptions that Convert

Writing Job Descriptions that Convert

When it comes to contract and direct hiring, recruiters have a unique set of obstacles in today’s day and age. Between the low unemployment rate, competitive job market, and ever-changing technologies, staffing professionals have their work out cut out for them as they work tirelessly to find the right candidates for their clients.

This Must Be the Place

Job seekers today are drastically different than they were 20 years ago. Modern candidates aren’t just looking for a way to spend eight hours and a paycheck. Instead, the majority are focused on finding a meaningful career with a company that aligns with their personal and professional goals. If you have noticed that your organization’s conversion rates have been dropping, it may be time to review the first step in your recruitment strategy – how your team crafts job descriptions.

Yes, the seemingly simple job post plays an enormous role in your overall hiring process. You may think you are merely outlining the position responsibilities to help job seekers determine whether or not they may be a fit for the job, but there is actually much more involved. You are doing more than just filling a job slot; you are bringing qualified, sought-after candidates together with companies eager for top talent. Consider yourself a career matchmaker.

Writing a job description is both an art and a science. It requires a whole lot of personality paired with considerable research (not unlike online dating profiles.) The perfect career match will include a clear understanding of what job seekers are looking for as well as thoughtful preparations. Let’s start with the big picture by reviewing best practices.

Job Description Best Practices

Describe how the position fits within the company mission:

Remember how we mentioned that candidates want to find purpose within their careers? Use this piece of know-how to your advantage by aligning the job description with the company’s goals. Studies show that employees with a strong sense of purpose are both happier and more driven in their careers.
Include items that candidates care about:

In addition to providing candidates with traditional role responsibilities and necessary qualifications, job descriptions can also act as powerful recruitment marketing assets. Cater to the needs of the candidates by including pertinent information that will impact their career moves. The Harris Poll and Glassdoor recently conducted a survey that found the top factors job seekers look for within a job description:

  • Salary
  • Benefits
  • Location
  • Commute Time
  • Employee Reviews

Including absolutely everything could get incredibly lengthy. Although there is a lot to cover, nothing turns job seekers away faster than a wall of text. Many will read through the lines and assume the company is either overbearing, filled with a group of micromanagers, or both. Shoot to find a happy medium between providing adequate information and being concise. Data collected from Indeed found that job descriptions between 700 and 2,000 characters typically outperform others.

Take a conversational approach:

If you had to pick a word that best describes your job description, would you say, “boring?” Long gone are the days of static job descriptions that sound like everyone else’s.

Each company is unique, so each job description should follow suit. Rather than monotonously spewing industry jargon, use language that real people would use in real conversations. Using the word “you” rather than “ideal candidate” can also make job seekers feel like the description was written specifically for them. Remember to write the same way you speak.

Your job descriptions should be a reflection for your company’s brand. If the company is considered a fun workplace, be sure to illustrate how the organization keeps the good times rolling. Meanwhile, if your company is always striving for the next level of innovation, use words to inspire a candidate’s entrepreneur from within.
Format for mobile:

Mobile recruiting is not a new phenomenon in staffing. For years, we have been listening to thought leaders telling us that a lot of job searches begin on a mobile device, but just how many is “a lot”? Glassdoor recently conducted a study that found over half of all searches are taking place on their phones, and 35 percent admit that applying on a mobile device is their preference.

Another reason to keep your job description short and concise is that massive blocks of text look especially intimidating on a mobile device when compared to a desktop monitor. Keep everything clean by including appropriate headers, and use bullet points whenever possible. Always keep in mind that we live in a world where the average attention span is only 8 seconds. That doesn’t give you a lot of time to make a memorable first impression.

Now that you know the inner workings of how and what today’s job seekers are looking for in their quests for true career love, let’s pull everything together with the must-have elements of the job description.

Anatomy of a Job Description

Title

Clarity should be the #1 focus of the job title. Rather than posting a position for “Accounting Ninja,” stick with “Financial Manager.” Avoid terms like “guru,” “magician,” or “hero.” While creativity is admired and appreciated, people still look for more traditional roles when job hunting, and will be more likely to click on the listing with the more well-known title.You’ll also want to stay away from internal lingo that may not resonate with the job seeker. Most people will not understand the “II” or “V,” that immediately follow a title. Stick with universal terms like “Junior” or “Senior.”

Summary

The job summary is your chance to win the attention of your reader. Accurately describe the expectations of the role and include a bit of information about your company. Identify what makes the company unique and define the culture, but don’t drag on and on. For bonus points, you’ll want to include the job location to optimize for proximity-based searches.
Roles & Responsibilities
Clearly outline the role, but don’t get too hung up on the specifics. Consider that those you are attracting have done the job before. At this point in the game, it’s not imperative to describe each person the role will report to or how often reports are prepared each week. Touch on a few activities involved for the day to day tasks and leave the rest for the interview.

Skills & Qualifications

When creating your list of skills and experience, separate them into what is absolutely essential, and what would be nice to have. In this section, you can also include any specific education requirements as well as character traits that will mesh well with the current team structure. After developing the list, pare it down – then do it again as it’s easy for these lists to go over the top and get out of control.

Remember to be mindful of the seniority level. For instance, if you are hiring an entry-level position, skip the cumbersome requirement list. Chances are, an industry newcomer is not going to have tons of experience. Avoid setting impossible standards, which is not only bad for your brand, but will likely limit your candidate search.

Salary

Although this is an area that many recruiters would rather shy away from, including a range will give your company some serious competitive advantage. Recruiters need to realize that earning potential is at the forefront of job seekers’ minds. Fulfill their need for salary expectations by providing a general range or include a “based on experience level” statement.

For recruiters looking to increase the number of conversions on your job descriptions, the best advice we can give you is to be honest. The companies that both attract and convert job seekers are those who have a solid understanding of the role and what the ideal candidate is looking for in their job search. The biggest challenge will be in differentiating the position from the competition. With a little time and research, companies can work to develop a branding strategy that gets results.

If you’re looking to put your best foot forward, contact the team at Staffing Nerd to take your employer branding to the next level!

Best Job Boards for Staffing in 2020

Best Job Boards for Staffing in 2020

The journey through the 2010s was a wild ride. We witnessed Steve Jobs reveal the world’s first iPad, saw the original WeWork open its doors in Soho, and watched the Facebook-Cambridge Analytica Scandal play out in real-time. Technology played a massive role in the momentum we saw, which also had a tremendous impact on staffing industry changes.

In the past decade, we observed the beginning of several new job board darlings, including ZipRecruiter in 2010, UpWork in 2015, and Google for Jobs in 2017, among countless others. Now that we have more job boards available than ever before, the once seemingly simple task of posting a job online may seem a bit more daunting, and you might find yourself asking, “which sites will be the best use of my time?”

Have no fear! We’re here to help you out of your job posting paralysis. Review our top picks for the best job boards for staffing in 2020:

    1. Indeed
      Have you heard the saying, “The more things change, the more they remain the same”? This statement holds true for our top pick. Indeed continues to prove its powerhouse status in online job boards straight out of the gate. If you are looking for the greatest volume of quality candidates in every major industry (and really, who isn’t?), Indeed should continue to receive a portion of your recruiting budget. As a bonus, you only pay after your new hire has a successful 30 days. By utilizing Indeed as your primary job site, you’re sure to see a healthy ROI for your paid listings.

    2. LinkedIn
      Did you know that 90 percent of LinkedIn users are open to the right opportunity? Since LinkedIn is already established with its over 260 million working professional users, it will fit seamlessly into their job hunt. The professional social networking site is an affordable job board option if you need to fill a mid to senior-level administrative role in finance, human resources, marketing, IT, operations, customer service, or business, look no further.

      With the continual rise of social recruiting, advertising on LinkedIn is a no-brainer. Be warner, however, with its gradual increase in popularity; recruiters have now inundated the site. New strategies will be necessary to stand out from competitors.

      Bonus: Remember that LinkedIn can also be used as a supplemental resource when researching any new job candidate that may have applied through another job site.

    3. Glassdoor
      The discerning job hunter is going to start with Glassdoor to investigate their potential future employers. The site’s primary purpose is to increase transparency between the employer and the employee, so its usage will translate to outstanding recruiting.

      Glassdoor is the ideal job board for filling positions in experienced business roles such as analysts, sales and project managers, and directors. It is also a reliable option for specific healthcare postings, notably registered nurses and medical assistants, as well as software engineers. While you may need to dedicate more ad dollars to Glassdoor, there’s no better place to find the best of the best.

    4. Monster
      As the job board with perhaps the oldest legacy, Monster consistently delivers job posting visibility at an acceptable rate. Although it’s no longer the first job board on either job seekers’ and agencies’ minds, it remains to be the best site for filling entry-level administrative and office worker positions. Monster may have lost search volume as well as market share in the past ten years, but it is still worth using if you have the budget and have already reached diminishing returns on our number one pick.
    5. Google
      To avoid overspending on other job boards, consider creating your own. Estimates show that nearly 70 percent of people start this job hunt on Google. To give them the best experience imaginable, you’ll want to make sure your listings appear on the first page of the search results. Since Google scrapes your postings automatically, there’s no need to add or remove positions manually. You also don’t have to worry about candidates accidentally submitting more than one application due to duplicate listings.The biggest difference between Google for Jobs and the other job boards is that it’s not a job board per se. Staffing companies can’t just create a profile and start uploading jobs. It’s a little more complicated to sync your website with Google for Jobs but is definitely worth the energy. Check out this post to learn how to start getting your jobs on Google.

Honorable Mention: Facebook

As the social network with more than 2.45 billion active monthly users, Facebook is useful when recruiting for menial jobs. If you’re looking for highly skilled jobs or professions requiring higher education, this is not the job board for you.

Rather than thinking about Facebook and Instagram as recruiting tools, you may consider them as outlets to improve employer branding. Learn more about building a strong employer brand.

Specialty Job Boards

If you’re recruiting creatives, sites like Dribbble, Dice, Krop, and AuthenticJobs are your best bet. While sites like Indeed will deliver more volume, these niche sites are used by savvy professionals and shouldn’t be ignored. 

Other Industry-Specific Job Boards

Healthcare

Corporate

Hospitality

We have entered a new decade in the world of digital recruiting. Just because there are more job sites readily available does not mean that they are all worth your time. Stick with the best-performing job boards that also align with your company’s overarching goals. Here at Staffing Nerd, our team will help you decide on the right job boards while utilizing our skills in branding and SEO to go beyond generic platform recruitment. Contact us today!

Recruitment Marketing Metrics: Which Are Most Important?

Recruitment Marketing Metrics: Which Are Most Important?

What Are Recruitment Metrics?

Recruitment metrics and KPIs are a standard set of measurements used to manage and improve the process of hiring candidates into an organization.

After you’ve found an agency to outsource marketing operations, you’ll want to establish your baseline performance metrics. This is one of the most important aspects you should be discussing in your weekly management meetings. Move with efficiency, sign a Non-Disclosure Agreement, and work with the marketing agency that will inform your decision-making to establish your benchmark metrics.

The minimum amount of information required is below. You’ll want to review monthly performance to set a modest yet sturdy plan to create an evolved marketing strategy. It’s best if you have multiple years of data, and your historical performance will be limited to channels that you have invested time and budget into. It’s best if the metrics have been either reviewed or compiled and audited by a third party.

1. Application Completion Rates

Definition: This metric is for the top of the funnel. Somewhere in your management structure, someone is monitoring application completion rates. This ultimately compares how many applications were started vs. how many turned into completed applications.

Inverted: When you invert this funnel, you’ll see abandonment rates. Breaking down this metric will enable you to understand the opportunity for performance improvement. The best option is to try and understand where and why people are dropping off on certain devices, how many form fields are too many, and which job categories tend to have higher drop-off rates.


 

2. Sourcing and Channel Effectiveness

Definition: Today more than ever before, you’ll find staffing companies using an ever-increasing number of channels – job boards, referrals, career sites, social networks, and advertising. If someone submits an application and you haven’t tracked how they found you, you will lose track of how your budget is being spent and may increase your wasted spend – marketing dollars spent without identifiable return paths to revenue generation.

Inverted: At a glance, you may be able to compare which channels are performing far and above the rest. You’ll want to get more information including how many times your site/ad was shown an impression, how often it turned into a click, and the rate at which a click led to an application. Simply because you aren’t getting many clicks from a source like Wikipedia or GlassDoor doesn’t mean you should stop investing in that channel. On the contrary, you may find that millions of impressions and thousands of clicks on Indeed isn’t achieving the return you expected, or were counting on.


 

3. Cost Per Hire

Definition: To control cost per hire, you’ll need to make sure your website forms are properly synced with your applicant tracking system, and that fields are merged properly. Calculating a cost per hire is not inherently difficult, however, the pieces don’t always fit together, and monthly changes in your current staff and client base – no to mention the impact of your resource pool – can dramatically influence your perceived cost of hire.

Inverted: We’ve seen plenty of staffing startups that began their agencies without a website. It’s useful but not necessary. As a starting point, viewing your website as a digital recruiter to collect applications will give you a better sense of the impact of digital vs traditional outreach and data collection. Once you start attributing any placements or client requests from the website, then you’ve shifted to include the website as an asset instead of a liability, and you can look more deeply into the interactions that led to those events.


 

4. Time to Fill

Definition: From the moment there is a need for a new position through the process up until the completion of a contract, you need to know the exact time from when the application arrived in your inbox to the date that candidate is placed. This number has several variables tied to it for breakdown further, however, as a starting point, you’ll want to be able to identify the lead time to assess and predict future performance.

Inverted: An awareness of your time to fill gives you healthy indicators, and once you have these data points aggregated you’ll be able to paint a clearer picture for your firm and investors. Ideally, you’ll want to track the total time between when a hiring manager formally indicates the need. From there you may spend time looking for candidates in your existing database, and you may eventually proceed to spend time conducting lead generation efforts. The metric of time spent filling a position may seem too simple if you’re just starting out, and too complex after you have IT set up your dashboards. If you’re the business owner or the marketing manager, you know that your ability to sell and service contracts comes in part or solely from your ability to demonstrate that you can conduct business transactions at a faster rate than your competitors.


 

5. Retention Rates

Definition: Another major metric that you will want to be able to emphasize is the retention rates of placed candidates. Tracking and analyzing organizational performance for this metric will give you critical indicators of the ability to hire recruiters that can place qualified, no-headache candidates with long-term net gain for all parties involved.

Inverted: While this staffing metric may at first appear light-hearted, the diligence of your staff combined with the optimism and integrity of your candidates should continue to enhance your work, and retention rates should be a percentage you can open and freely discuss with prospects, potential candidates, and your internal team. When you have the right reporting set up, decision-making is done for you to confer with those parties to identify gaps for innovation and improvement.


 

6. Offer Acceptance Ratio

Definition: While this ratio may seem simple at first, staffing analysts may disagree. Once a client signs off on a contract, you now have to convert candidates into contributing temp or full-time employees. This process may take months or years, and this is but one variation of how to conceptualize your data points on offer acceptance. For example, your data analytics or dashboards may shed light into how long offers were outstanding prior to acceptance, and you may even take into account the difference between the amount of time it takes for acceptance and rejection.

Inverted: From a management standpoint, your database is the list you need to live and breathe. New clients with new job orders will put a light but bearing weight on your recruiting team, and new candidate applying for jobs you don’t have orders for – yet. Neither of these circumstances is entirely unbearable at a glance, however, the optimal customer journey in staffing revolves around just-in-time applications to fill new or recent job orders. Build out your total number of contracts by looking for companies that need the talent you already have in your pipeline. Build out your candidate list by filling for new or anticipatory job orders. The happy medium is to maintain high offer acceptance ratios that don’t overextend your staff, your clients, or your candidates.


The best place to find the answers to the questions we’ve presented will likely be in some spreadsheets or reports sent to you quarterly or weekly. Connect with a Staffing Nerd for consultative conversation or to request an analyst to join your next quarterly conference call.

 

Find an Agency to Fill Gaps in Your Staff

Find an Agency to Fill Gaps in Your Staff

Staffing companies considering a digital growth strategy must embrace the concept of outsourcing marketing operations to reduce complexity, overhead, and management. When done correctly, working with marketing agencies that focus on staffing will reduce considerable time, money, and other resources.

This blog post is the second in a series to help staffing business owners and marketing managers efficiently create a framework for tactical lead (client or candidate) acquisition. Learn how to avoid destructive efforts and implement sound best practices to make informed decisions through the process.

Using an agency for horizontal integration provides for marketing, creative, and development resources to help grow your team without the management or overhead.

Finding a company to outsource your marketing operations is perhaps the hardest part of the whole process. Start with your own professional network. After that, you may need to engage an industry insider to hear who has the best portfolio. Always keep in mind ‘why’ you’re pursuing an agency and share that perspective with your business partner or investment banker. Understanding your reasons and motivations will help him/her guide budget allocation and advise accordingly.

Beyond the day-to-day management of your marketing operations, finding a company that can conduct digital marketing initiatives on your behalf will greatly increase your internal attention to offsite, offline activities. There are three topics of consideration when approaching a firm or comparing a new one to existing resources.
 

Hand-Picked Network

The right agency will have personal relationships with every single individual in their expansive network. Look to them to jump-start your selection process by providing only pre-screened, well-qualified, ready-to-work candidates.
 

Industry Insiders

You need more than a staffing company. If you can, find have a full-service digital agency under the same roof, and use their own in-house digital strategists and marketing professionals to find and source talent for your needs.
 

Post-Placement Support

Placing a candidate is just the first step in a long journey. Look for an agency that is willing to stay connected to your candidate lifecycle and give you the tools you need to stay successful and productive over the long haul.
 


 

There is a multitude of ways that staffing marketing agencies can provide support to your company. If you’re a classic staffing firm, you may be focusing on developing social media plans and blog posts to keep your web visibility fresh in social feeds. Modern firms may require more technology-intense architects to fix complex issues or build custom software integrations with your technology partners.
 

Common agencies can find or fill the following roles, as they relate to building your web presence into an engine for producing client requests and candidate applications:

  • User Experience

  • Graphic Design

  • Web Design

  • Digital Marketing

  • SEO / SEM Professionals

  • Copywriters

  • Project Managers

  • Front-End Developers

How to Find Your ‘Why’ When Scaling Your Staffing Company

How to Find Your ‘Why’ When Scaling Your Staffing Company

Staffing companies considering a digital growth strategy cannot go forward blindly with guesswork and speculation. That’s a recipe for disaster and will waste considerable time, money, and other resources. This blog post is the first in a series to help staffing business owners and marketing managers efficiently create a framework for tactical lead (client or candidate) acquisition. Learn how to avoid destructive efforts and implement sound best practices to make informed decisions through the process.

Why double down on candidate acquisition in the first place? Obviously, it’s to make your company stronger but define ‘why’ in clear specifics about your business.

 

Are you considering any M&A events?

 

Strategic allocation of investment capital towards creating or cementing an indefensible and categorically scalable approach to decreasing cost-per-placement is a conversation that should be held monthly, if not weekly.

If you are buyer-side, consider bringing in consulting groups to appropriately assess the key behavior of web visitors and understand the website’s capacity to consistently and adequately yield candidate and client contacts turned contracts. Without a third-party assessment to gain perspective on realistic projections and opportunities for improvement, you may rely on the first impressions of the web analytics and pay-per-click campaigns set up by other agencies.

If you are seller-side, don’t start anything and keep conversations closed until you have an aggressive yet understanding control over the cost of your return on advertising and marketing spend. This is especially true if you have only managed your marketing internally.
 

Are you considering adding new service offerings?

 

If you rely on your website for any degree of reasons to sustain the profitability of your business, you need to understand that it can take up to three months for updates to your website – new service pages, blog posts, or landing pages – to be indexed fully. Indexing is the second phase of the use of Googlebot. Googlebot is the processing engine that initially crawls, or copies, versions of every website on the internet. Since Google is processing more than five billion queries per day, Googlebot has less bandwidth and therefore can create a pause between when you publish a page and when Googlebot receives an updated copy to index. Indexing is the processing of using natural language processing to dissect words and phrase groups, create ontological parsing and linguistic analysis of the text segment. It boils down to a weighted probability of recency, frequency, and reach.

Recency – how new is the content on your website? If you’re new to the web, it will take you longer to create organic search rankings competitive to a firm that has historically performed well on existing keywords.

Frequency – how often are you adding (ontologically) relevant keywords in bulk formats to your site examples include blog posts and landing pages.

Reach – Once you understand the importance of recency and frequency, reach is most correctly considered to be a result of affirmative user behavior in historical visits to your website.

For example, you might be strong in per diem healthcare and want to expand into travel nursing. If you want clients and candidates to find you, it’s important to forget that getting and keeping rankings in Google is a full-time job.

 

Are you looking into geographic expansion?

 

Do you have a really strong footprint in your region and want to establish new offices?

Look for opportunity in other states or regions in close proximity. Through analyzing your business you may have discovered some client concentration issues. Capturing new candidates or clients may allow you to grow at a quicker pace in the market. In every case, you really want to hone in on reasons that are going to work for you and engage your team to encourage the process.

 

Have you seen similar companies to yours grow faster?

 

The green-eyed monsters rear their heads from time to time, and the competitive spirit is highly sought after in staffing firms with deep market knowledge. Small steps towards increasing your market share – whether by service, specialty, or locale – all add up. If you’re forward thinking in your approach to business development, you’ve already thought through the competitive advantages and disadvantages in place. Some staffing companies are client heavy and candidate weak. Regardless, our opinion remains firm: Leverage digital acquisition and hire the most talented recruiters and account managers you can find.

 


 

We discussed this in a conversation with Justin Allison from ERO Staffing. Justin embraces the opportunity digital marketing allows for, and gave us some insight into the best recruiter he’s ever worked with, and hired. Read below to catch a snippet from our conversation.

Justin Allison, Director of Locum Tenens Recruitment and Marketing
ERO Workforce Solutions

From a recruiter standpoint, and this is a recruiter that I hired and that’s not why I’m going to say, “She’s the best,” just because I hired her because frankly it had nothing to do with me, it’s all about her. This individual is absolutely exceptional. We knew it from the very moment she stepped in our office for an interview there was something special about this girl.

She comes from an extremely good family background of core values. Work ethic is insane. That’s so important, work ethic. She’s a former D1 college basketball player. I personally have hired a lot of former student athletes because there’s a lot of parallels in recruiting as in with athletics, team sports. It’s a good transition for new recruiters that have played sports throughout high school and or throughout college.

You could just tell from the get go, from the phone interview to then the in-person interview to the second one. And then what literally sealed it, to give you a little bit of insight on this individual and how she grew up and just her foundation of who she is, she’s from Iowa. In the summers, she would work in the corn fields husking up and down. One of her athletic directors told me this about how dedicated she was to her sport:

Her dad would take her to the golf course and he would tee off on the tee 300 yards and make her do these sprints over and over and over again.

I already knew she was going to kill it once she got trained. She was obviously very green and took time to train her, get her up to speed, but she’s unstoppable and she’s the best in my opinion. She is the number one recruiter in the game right now for healthcare staffing.

She’s currently in a director role. She actually took over my position after I left. She’s going to be a CEO one day if she wants to. She can do frankly whatever she wants, she’s unstoppable. Period.”

Tips To Separate Yourself From The Pack

Tips To Separate Yourself From The Pack

Managing Recruiters on LinkedIn

With so many communication streams, it can feel like it’s increasingly difficult to get anyone’s attention, and the traditional methods of calling and sending emails simply aren’t as effective as they once were. And, because we have so much more access to information through our social networks and the web, it can feel like your job is more difficult than it’s ever been. But the truth is, if you put all those resources to work for you, it can be easier to build a pipeline of future opportunities you can trust.

Today, the key is to act like a marketer.

The most successful professionals invest in their personal and company brands and actively engage with through branded content and influential communication, keeping their goals top of mind when it’s time to switch jobs. As a result, they’re able to capitalize on new opportunities and deepen existing relationships – and steadily grow their businesses.

What is a brand and why is it important to have one?

Your brand is the sum of all the experiences others have with you. It’s built from many things:  your track record, your relationships, and your approach. It includes your industry, company, and role knowledge. The stronger your brand is, the easier it is for clients and candidates to say “YES!”

Create a personal brand

It all starts with your LinkedIn profile. Viewing member profiles is the #1 activity on LinkedIn, so it’s likely that your profile may be the first place others go to research information on you and your background. Your profile offers them a snapshot of who you are and insight into how you can be of service. So it’s important to showcase your professional knowledge, capabilities, and achievements.

 

Here are some tips to separate yourself from the pack:

Enhance your profile

  • Engaging, friendly professional photo: Profiles with a photo are 21x more likely to be viewed.*
  • Descriptive headline: Your headline appears in search results, so make sure it’s clear. You can go beyond your title or role. What would stand out to a potential client?
  • Essential links: Include links to your firm’s website, LinkedIn Company Page, and anywhere else a client can go to learn more.
  • Killer summary: Overinvest in your summary. Use the first person. Give clients insight into your experience, success, and why they would want to work with you.

Include contact information

Add a handle, such as one for Skype or Google Hangouts. These are an easy way to communicate and send quick notes, rather than sending emails they may never see. And, if you add your professional Twitter handle to your profile, you can share LinkedIn updates on Twitter as well.

Add rich media

Showcase your achievements and your company’s capabilities. Upload links to videos about your culture, articles about your accomplishments, presentations you’ve put together, blog posts, and more. Consider recording a short video introducing yourself: who you are, who your audience is, and what industry trends might be affecting the public.

Get recommendations

Ask for recommendations from your peers, managers, and coworkers. This helps build your credibility and gives visitors a sense of what it’s like to work with you. Think about it: If a VP-level client gives you a recommendation, other VPs will see that you’re a recommended source and it could very well increase your chance of winning.