Your LinkedIn profile should aim for superiority. Online presence and the correct branding to market you competitively are a must. What are your key points of difference over your competitors? What have you achieved professionally, academically, in the community and so forth? These areas must be showcased in your profile.

If you are primarily using the LinkedIn platform as an online job search tool, then your profile must be developed and tailored to help you stand out from the pack and get you noticed. Importantly, this will then help you in the next stage as you utilise LinkedIn to network, promote and market you!

I have developed my LinkedIn profile to showcase key points of difference over my competitors, achievements and career/business milestones, and areas of expertise. I recommend using the same methodology in developing your profile. Importantly, the key difference in developing your LinkedIn profile over your resume is that it is conversational; in a narrative, story-telling style.