Panel Recap: How to Optimize Your LinkedIn Presence

I recently had the opportunity to speak on a panel hosted by the Canton Chamber of Commerce, where we dove into one of today’s most powerful professional platforms—LinkedIn. The panel brought together a group of local digital marketing veterans to share insights, strategies, and real-world experiences on how to make the most of LinkedIn for networking, personal branding, and business growth.

In this recap, I’m highlighting some of the takeaways from the discussion—valuable tips and best practices that were shared to help you strengthen your presence on LinkedIn and unlock new opportunities. Whether you’re just getting started or looking to refine your approach, there’s likely something here for everyone.

Before we get started, here’s a list of the panelists if you’d like to reach out and connect with them. 

Chris Auman (Me)
Sue Grabowski
Rachel Underwood
Thomas Karcher
Shon Christy

What are some interesting LinkedIn stats?

• LinkedIn has over 1 billion members
• 277 million of those members are in North America
• Over 67 million companies have a LinkedIn presence
• Over 50% of users are between the ages of 25-34 Years Old
• Over 120,000 posts are shared every minute on the platform

What are the biggest mistakes professionals make on LinkedIn, and how can they avoid them?

One of the biggest mistakes people make on LinkedIn is using the wrong kind of profile photo or having no photo at all. Think group shots, cartoon avatars, or random family pics—those might be fun elsewhere, but not here. Your profile photo should show you—a real, smiling human who looks approachable and professional. It’s your digital first impression, and it should match the kind of vibe you want to give off in your professional work life.

To avoid this mistake, go for a clear, high-quality photo where you’re dressed appropriately for your industry and looking friendly. It doesn’t need to be super formal, but it should feel like a natural extension of your personal brand. Bottom line: Make sure your photo helps people say, “Yes, I’d want to work with this person.”

What are some overlooked LinkedIn features that can help professionals stand out in their industry?

One of the most overlooked LinkedIn features is also one of the simplest: engaging with other people’s posts. Liking, commenting, and showing support might seem basic, but it’s a powerful way to stay visible and build genuine connections. When you add thoughtful comments or cheer someone on, you’re not just being nice—you’re showing up in your network’s feed and reminding people you exist (in a good way).

Most folks scroll right past this opportunity, but consistently supporting others helps you build a sense of community—and that can set you apart in your industry. It’s a low-effort, high-impact move that keeps your name top-of-mind without having to constantly post your own content.

What are the key elements of a strong LinkedIn profile, and what should professionals focus on first?

When it comes to building a strong LinkedIn profile, your photo and headline are the obvious first steps—but what you say next really matters, especially if you’re responsible for sales. The key is to lead with the value you bring to others. Instead of jumping straight into your accomplishments or background, focus on what problems you solve and how you can uniquely help your target customers succeed.

Once you’ve clearly communicated your value, you can dive into your own story and experience. It’s all about clearly communicating how you make a difference and help before talking about yourself. Think of your profile as a mini sales pitch—what’s in it for them? That’s what gets attention and builds trust.

How can someone optimize their LinkedIn headline and summary to attract the right connections and opportunities?

If you want to attract the right people on LinkedIn, your headline and summary need to do more than just list your job title. Avoid vague titles and terms like “Sales” or “Advertising”—those don’t tell anyone what you actually do or why it matters. Instead, use that space to clearly say who you are, what you do, and the value you bring, all in a simple, impactful sentence.

Think of it as your elevator pitch right at the top of your profile. This is prime real estate, and you’ve got more room than you think to make a strong first impression. Be specific, be clear, and make it easy for someone to say, “Yep, I need to connect with this person.”

What types of content perform best on LinkedIn, and how often should professionals be posting?

The best-performing content on LinkedIn is helpful, valuable, and genuine—definitely not just a bunch of links to other people’s stuff. Written content is fine, but don’t forget about video too. Focus on sharing insights, tips, or experiences that can help your audience in some way. If you’re consistently providing value, there’s no hard limit to how often you should post. Just keep the focus on being useful, not salesy.

Don’t be afraid to sprinkle in the occasional personal post. Sharing bits of your story or what you’re learning helps people see the real human behind the profile. Just keep in mind—this isn’t Facebook, so keep it relevant and intentional. A mix of value-driven content and relatable moments is the sweet spot.

How can professionals engage with their network effectively without spending hours on the platform?

Engaging on LinkedIn doesn’t have to eat up your whole day. You don’t need to craft a novel every time you post—just sharing a quick thought, a helpful tip, or an interesting observation is enough to stay visible and add value to your network.

The key is consistency, not complexity. These short posts don’t take much time at all—it’s really just about building the habit and remembering to show up. A little effort goes a long way in keeping your network warm and your presence top-of-mind.

What’s your approach to sending LinkedIn connection requests? Should they always include a message?

Always start with a personalized message when connecting on LinkedIn—it’s one of the easiest ways to stand out and make a real impression. Skip the default line and take a moment to mention why you’re reaching out, what you have in common, or what you appreciate about their work. It doesn’t have to be long, just thoughtful.

If you’re serious about using LinkedIn to grow your network, consider investing in a paid subscription. It removes the messaging limits that are imposed on free accounts–among many other benefits.. 

How can professionals turn LinkedIn connections into real business relationships and opportunities?

Turning LinkedIn connections into real business opportunities starts with one simple rule: Don’t sell right away. This can be hard for people who want and need results quickly. But the best approach is to focus on being helpful, providing value, and showing up consistently. Whether it’s through useful content, thoughtful comments, or friendly messages, your goal is to stay top of mind and reinforce your expertise without being pushy.

It’s all about building trust over time. This is how you start and build a relationship. When people see you as someone who genuinely adds value and acts like a real, honest, and helpful human—not just a salesperson—the opportunities will naturally follow. Play the long game, and the results will come.

What strategies work best for increasing visibility on LinkedIn and getting posts seen by a larger audience?

If you want to increase your visibility on LinkedIn, start by experimenting with different types of content—and yes, that includes the occasional personal post. Sharing a bit of your personality helps keep you top of mind, builds connection, and adds a human touch to your professional presence.

But above all, focus on posting content people actually care about and want to engage with. The LinkedIn algorithm favors posts that get likes, comments, and shares—so skip the generic stuff and aim to provide real value. The more your audience interacts with your posts, the more exposure you’ll get.

What LinkedIn trends do you see emerging, and how should professionals adapt to stay ahead?

Short-form video is big. Not everyone’s doing it, which makes it a great way to stand out—and the algorithm loves it. If you can carve out a little time to share quick tips, insights, or behind-the-scenes moments on video, it could really boost your visibility. AI tools are also becoming more common and making content creation easier than ever. The trick is to use those tools without losing your human touch. We don’t need more generic content. The more you can humanize your content and make it feel like you, the more it will resonate—and help you to achieve your goals.