LinkedIn is one of the most popular professional social media platforms, with over 850 million members worldwide. With so many professionals on LinkedIn, it’s important to make sure your profile and content stands out. Choosing the right words to use on LinkedIn can help you create an impactful presence.
Why does word choice matter on LinkedIn?
The words you use represent your personal brand and expertise. Using industry keywords and terminology can showcase your knowledge. On the other hand, using the wrong words or tone could portray you negatively or damage credibility. Here are some reasons why word choice matters on LinkedIn:
- Helps you appear in searches and improve discoverability when you use keywords
- Shows off industry knowledge and subject matter expertise
- Creates professional tone appropriate for career networking
- Conveys skills, accomplishments and qualifications accurately
- Engages your target audience and connections
- Builds a strong, consistent personal brand
Keyword Optimization
Using relevant keywords applicable to your industry, job function and expertise can help you stand out in LinkedIn searches. Here are some tips for optimizing your profile and content with keywords:
- Research keywords using tools like Google Keyword Planner
- Include keywords naturally in your profile headline, summary, experience descriptions, etc.
- Incorporate keywords in your content and articles published on LinkedIn
- Use keywords when commenting and engaging in LinkedIn groups
- Add keywords to your skills section using terms recruiters search for
Most Effective Keywords
Certain types of keywords may enable your profile to appear more frequently in LinkedIn searches:
| Keyword Type | Examples |
|---|---|
| Industry terms | Software engineering, investment banking, biotechnology |
| Job titles and roles | Product manager, registered nurse, accountant |
| Tools and technical skills | CRM systems, Java, project management |
| Certifications | PMP, CFA, Six Sigma |
| Software and platforms | Salesforce, Tableau, Oracle |
| Methodologies | Agile, design thinking, lean |
Optimizing your LinkedIn profile and content for keywords applicable to your professional background can help recruiters, hiring managers and other members find you more easily.
Tone and Language
Beyond keywords, the language you use sets the tone for your personal brand. Follow these best practices in using the right tone and language:
- Write professionally avoiding slang, over-casual language
- Showcase expertise by using industry terminology
- Use clear, concise language that is easy to scan and digest
- Make content personable but not overly informal
- Use active voice instead of passive voice when possible
- Avoid excessive self-promotion or bragging
Do’s and Don’ts of LinkedIn Language
| Do | Don’t |
|---|---|
| Highlight achievements | Use hyperbolic language like “expert” or “guru” |
| Share advice and insights | Post overly salesy pitches |
| Join conversations in a thoughtful way | Comment just to plug your company or content |
| Share industry perspectives | Complain about companies or roles |
| Express gratitude and acknowledge others | Take credit without thanking team members |
| Use positive, enthusiastic tone | Come across as arrogant or entitled |
Finding the right balance between professional and approachable will make your content more appealing to your connections.
Formatting for Readability
Beyond great content, formatting elements help make your words more readable and appealing on LinkedIn. Follow these formatting best practices:
- Break content into short paragraphs for easier reading
- Use bullet points and numbered lists to highlight key takeaways
- Organize content under clear headlines and subheadings
- Use bold or italics to emphasize important keywords or phrases
- Include relevant images, graphics and multimedia for visual interest
- Format posts with line breaks and whitespace to prevent “wall of text”
Formatting Tips for Different LinkedIn Sections
| Section | Formatting Tips |
|---|---|
| Headline | – Keep under 120 characters – Use keywords like job titles |
| Summary | – Arrange in short paragraphs – Use bullets or numbers for qualifications |
| Experience | – Start with most recent role – Emphasize accomplishments with bold, italics |
| Skills | – List most important skills first – Include keywords recruiters search for |
| Recommendations | – Request short endorsements highlighting your strengths |
| Posts | – Use visuals like images, charts and videos – Format posts with white space and line breaks |
Applying formatting best practices makes your profile content more appealing and readable for visitors.
Crafting Compelling Content
For your LinkedIn posts, content marketing and other content you publish, choose words that craft compelling content. Here are some tips:
- Hook readers with a strong opening line or question
- Use storytelling elements to build narratives that engage
- Write irresistible headlines using emotional triggers or benefits
- Use conversational language to connect with readers
- Share tips, advice and actionable takeaways
- Add humor when appropriate to create a personal voice
- Incorporate visual content like images, infographics and video
- Ask questions to encourage comments and discussion
Word Choice for Different Content Types
| Type of Content | Effective Word Choices |
|---|---|
| Industry commentary | Timely, relevant, insightful, informative |
| Leadership & development | Actionable, empowering, motivational |
| Personal branding | Authentic, genuine, personable, approachable |
| Job search tips | Helpful, practical, supportive, encouraging |
| Conference & event recaps | Informative, detailed, engaging, enthusiastic |
| Product or service content | Educational, inviting, convincing |
Choosing words that align with your goal and audience for each piece of content will make your posts more effective.
Promotional Language to Avoid
While you want to create compelling content, avoid overly promotional language that sounds salesy rather than thoughtful. Here are some examples of words to avoid:
- Superlatives like world-class, best-in-class
- Grandiose claims like revolutionary, unmatched
- Bragging or exaggerating achievements
- Aggressive calls to action everywhere
- Overusing jargon that confuses readers
- Purposefully omitting weaknesses or challenges
- Comparisons that put down competitors
- Repetitive mentions of your brand, products, services
Rather than hard-selling, focus on creating valuable, informative content that builds authority and trust.
Word Choice for Common LinkedIn Sections
To summarize key recommendations, here is an overview of effective word choices for key sections of your LinkedIn profile and activities:
LinkedIn Headline
- Keywords like job titles and functions
- Descriptive adjectives relevant to your profession
- Areas of expertise or specialization
LinkedIn Summary
- Engaging opening statement or question
- Industry keywords and terminology
- Words that describe your skills and experience
- Cultural fit and soft skills
- Goals, vision and what motivates you
LinkedIn Experience
- Numbers and metrics demonstrating accomplishments
- Action words like transformed, led, created
- Adjectives describing skills applied
- Keywords applicable to each role
- Industry and function specific terminology
LinkedIn Skills
- Technical skills and platforms
- Interpersonal and soft skills
- Tools and methodologies
- Transferable skills across roles and industries
- Certifications and knowledge areas
LinkedIn Articles & Posts
- Trending industry keywords and topics
- Conversational words engaging readers
- Inspirational and motivational language
- Words prompting discussion and comments
- Calls to action relevant to your audience
Conclusion
The words you choose for your LinkedIn presence have a strong impact on your brand and discoverability. By optimizing your profile and content with the right keywords, language, tone and formatting, you can engage your professional audience on LinkedIn more effectively.
Focus on choosing words that showcase industry expertise, authentic personal branding and compelling content your audience wants to consume. With these tips and best practices for word choice, you can establish a strong LinkedIn presence using the power of language.
