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.



By Jessica Jaithoo June 11, 2026
Author: Nidhi Gandhi , 2026 Social Media Committee Volunteer "By the time you truly understand your father, you have become one yourself, and your father may no longer be in the world for you to tell him." It's a thought that stays with Jitendra Das, and one that lands especially close around Father's Day. Jitu, to those who know him, is a Senior Human Resources Business Partner at Amazon, where he partners with business leaders on organizational effectiveness, talent strategy, leadership development, and culture. Behind that work sits more than 16 years of HR experience across India, the Middle East, Southeast Asia, and North America. Alongside his corporate role, he is an ICF certified executive coach at the PCC level with over 2,500 coaching hours, having supported leaders across Fortune 500 companies in unlocking their potential and navigating personal and professional growth. But the role that shapes everything else is a quieter one. He grew up watching a generation of fathers who showed love through provision, and made himself a different promise, to show it through presence. He wants his son, Ayaan, to remember the school runs, the bedtime stories, the nothing-in-particular evenings. As he puts it: "I am not building a career despite being a father. I am building it because of it." This Father's Day, we interviewed Jitu to talk about what modern fatherhood asks of men at work, the leave they don't take, the bias they navigate quietly, and what it really means for a working father to feel safe being fully himself. 1. You are uniquely positioned to advocate for policies like parental leave for fathers. Do you feel a personal responsibility to champion men’s work-life balance and mental health in the corporate world? Absolutely, and I think responsibility is the right word, not just opportunity. Men's mental health and work-life balance remain largely underdiscussed in corporate spaces, and the cost of that silence is real. Burnout, disengagement, and leaders who are physically present at work but emotionally absent at home, these are symptoms of a culture that never gave men permission to be human. In Canada, fathers have access to parental leave, yet the uptake remains far lower than among mothers, not because fathers do not want to be present, but because the culture has not caught up with the policy. I want to help close that gap. Not just through advocacy in meetings, but by modeling it myself, being visible about my own boundaries, talking openly about Ayaan and what being present for him means to me, and making it easier for the men around me to do the same. If I cannot use my platform to normalize that, then what is it for? 2. Working fathers often face a subtle social bias where they are viewed as the 'secondary' parent. How can HR teams and leaders shift corporate mindsets to recognize and respect men as primary, equal caregivers? The bias is real, and it often lives in the small things: a father who leaves early for his child's recital gets noticed differently than a mother who does the same thing, and a man who sets a hard stop for school pickup reads as less committed rather than more present. HR teams need to look at this structurally, because in Canada, parental leave is available to both parents yet the uptake among fathers remains significantly lower, and that gap is not about desire, it is about what leaders normalize. If no senior man in an organization has ever visibly taken parental leave, that silence is a message. I keep Ayaan's school events on my calendar and I do not hide them, because representation in everyday behaviour is more powerful than any policy document 3. There’s an old stereotype that fathers should always be the 'unshakable pillar.' How have you learned to embrace vulnerability, both as a dad and as a professional leader? When we moved to Canada in 2022, I went through a period of professional uncertainty I was not prepared for, having built my career across India, the Middle East, and Southeast Asia and then starting over in a new market without the network I had spent years building. My wife Megha held the family steady during that time, and watching her do that taught me the difference between being a pillar and being a wall: she was not unaffected; she was grounded. I have told Ayaan when I have had hard days, not to burden him, but to show him that naming something difficult is not weakness, it is how you move forward. That same principle lives in how I coach leaders now: vulnerability is not the absence of strength, it is the honesty to say where you are, and that honesty builds more trust than any polished performance. 4. What does psychological safety look like for a working father? Have you ever felt pressure to hide family obligations to maintain a certain professional image? Yes, early in my time in Canada I was careful about how much I revealed as a father in professional settings, because there is an unspoken test that working fathers navigate: prove your commitment by making your family invisible at work. But I think about Ayaan running to show me a drawing he made at school, not because it was perfect, but because he wanted me to see it, and that unconditional trust reminds me that the most important audience for how I show up is not in the boardroom. Psychological safety for a working father means being able to say I am leaving early for my son's event without it being read as a lack of ambition. The day that becomes unremarkable is the day we have actually made progress, and as HR professionals, building that culture is not a nice-to-have. It is the work . A Wish for Father's Day “Fatherhood did not soften my professional edge. It sharpened it, gave me a reason to build something worth being proud of, and a daily reminder of what I am actually working for. This Father's Day, my wish is simple: I hope working fathers across Canada and the world feel seen, take the leave they are entitled to, and show up for the bedtime stories. And I hope their organizations build cultures where none of that is a trade-off. Ayaan, this one is for you.” Jitu's wish is a modest one, but the shift it asks of our workplaces is not. It asks for cultures where presence, honesty, and a hard stop for school pickup read as strength rather than absence, where showing up for your child is never a trade-off against showing up at work. This Father's Day, that feels like a goal worth building toward. Wishing everyone a Happy Father’s Day!
By Jessica Jaithoo June 8, 2026
Author: Taia Northrup , 2026 Social Media Committee Volunteer Each year, on the second Saturday of June, people around the world come together to recognize International Wellness Day, a global movement dedicated to promoting healthier, happier, and more balanced lives. This special day serves as a reminder that well-being extends beyond physical health; it includes mental, emotional, social, and workplace wellness as well. As HR professionals, wellness is more than a personal responsibility, it is a workplace priority. The Chartered Professionals in Human Resources (CPHR) profession recognizes that healthy, supported employees are the foundation of engaged, productive, and resilient organizations. HR leaders play a key role in creating workplace cultures that foster psychological safety, work-life balance, employee engagement, and overall wellbeing. International Wellness Day encourages individuals, employers, and communities to reflect on the habits, environments, and relationships that contribute to overall wellbeing. In today’s fast-paced world, it can be easy to put our health on the back burner. This day provides an opportunity to pause, evaluate our wellness practices, and make meaningful changes that support long-term health and happiness. The celebration also aligns with the broader goals of workplace wellbeing initiatives, which focus on creating healthier organizations and communities. Research continues to show that employees who feel supported in their wellbeing experience lower levels of burnout, higher engagement, and stronger workplace satisfaction. Organizations that prioritize employee wellbeing also benefit through improved retention, productivity, and organizational resilience. From a CPHR perspective, wellbeing is not limited to wellness programs or fitness challenges. It involves taking a holistic approach that considers mental, emotional, physical, financial, and social health. Building supportive policies, encouraging meaningful work-life balance, and creating inclusive workplace cultures are all essential components of a successful people's strategy. Wellness looks different for everyone. For some, it may mean prioritizing physical activity, healthy nutrition, or quality of sleep. For others, it may involve managing stress, strengthening social connections, practicing mindfulness, or taking time for self-care. The important message is that small, intentional actions can have a significant impact on overall wellbeing. As we celebrate International Wellness Day, consider taking a moment to invest in your own health and happiness. Whether it’s going for a walk, connecting with loved ones, setting healthy boundaries, or simply taking time to recharge, every positive step contributes to a healthier and more fulfilling life. At its core, wellbeing is about creating environments where people can thrive—both at work and in life. As HR professionals and workplace leaders, we have the opportunity to champion initiatives that support our people, strengthen our organizations, and build healthier communities for the future. How will you invest in your wellbeing today? 
By Jessica Jaithoo May 22, 2026
Trust is the foundation of any successful workplace, and for Indigenous employees, it is defined by historical, social, and political realities that organizations must acknowledge and understand. Building trust with Indigenous employees goes beyond basic diversity policies to a more informed and meaningful action plan towards achieving a respectful, equitable workplace and a commitment to reconciliation. According to Alberta Learning Information Service (ALIS), a commitment to building a trusting relationship between employers and Indigenous employees is not only an ethical responsibility but also creates a strategic business advantage. Human Resources and leadership play a crucial role in building this trust by intentionally integrating inclusion, trust, and accountability into all aspects of the workplace. Understanding Trust in the Indigenous Workplace Context Trust for Indigenous employees is influenced by a history of colonization, systemic discrimination, and inequities that affect employment experiences today. Data from Statistics Canada (2022) reveals that Indigenous people are more likely to experience workplace discrimination than non-Indigenous employees (15.2% versus 9.1%), and they are also less likely to remain in roles long-term, with only 32.0% reporting tenures of 10 years or more compared to 37.3% of non-Indigenous workers. Statistics like these reveal the lower levels of psychological safety that Indigenous employees feel at work. Building psychological safety for this marginalized group therefore requires HR and leadership to move from performative inclusion to more meaningful and relationship-based practices that are centered around trust, respect, and inclusion. The Role of HR and leadership in Building Trust Building trust with Indigenous employees is a shared responsibility that requires both HR and leaders to work in sync. We will discuss the roles of both parties below. 1. Mentorship Indigenous employees who are new to the workforce might be unfamiliar with systems, procedures, and expectations. A mentorship program, opportunities for leadership development or training, or a buddy system that pairs them with an employee guide and supports them throughout their first few months or longer can be beneficial for these workers. An effective mentorship program will require organizational leadership to endorse and prioritize mentorship initiatives while HR works with managers to design and implement mentorship programs that will meet each employee’s development needs. When done right, Indigenous mentorship programs can bridge the cultural gaps and create safe spaces for growth and promote psychological safety. 2. Cultural Competency and Awareness Training Cultural competency has become a critical skill in managing today’s diverse workforce and the major aim of this training is to create awareness and/or improve the understanding of various cultures and beliefs in the workplace while equipping staff with skills required to seamlessly communicate, collaborate, and respectfully work with people from different backgrounds. Leaders must champion this training and promote a culturally respectful workplace culture. HR must lead the implementation of such training, ensuring it is structured, inclusive, and embedded across the organization and engage the right facilitators. 3. Providing Support for Emotional and Mental Well-being Supporting Indigenous employee well-being is another critical responsibility. To achieve this, organizational leaders must commit to fostering a culturally safe, trauma-informed workplace that respects Indigenous traditions, prohibits discrimination, and creates environments where Indigenous employees feel safe to speak up. Clear reporting avenues and prompt action to concerns should be addressed. HR’s part in this initiative is to provide Indigenous based employee assistance programs like Indigenous-specific counselling resources, elder support, and land-based healing programs where accessible. Also, promoting a supportive workplace culture, fostering inclusive team environments where Indigenous employees feel supported and valued. 4. Integrating Cultural Inclusion in Workplace Practices This is another shared responsibility between HR and leadership. HR plays a key role in designing and formalizing cultural inclusion practices such as starting corporate events with land acknowledgments, creating space for cultural practices like smudging, supporting flexible holidays for cultural celebrations, and ensuring that Indigenous memorial events such as the National Day for Truth and Reconciliation or Aboriginal Awareness Day are celebrated. The leadership role is to reinforce these commitments to cultural inclusion by openly supporting and participating in these initiatives, which shows that the organization regards cultural inclusion as a priority. 5.Supporting Career Advancement and Fair Performance Practices Finally, HR plays a vital role in designing clear, transparent paths for advancement and working with managers to implement fair and consistent application of performance standards and employee feedback systems. Organizational leaders are responsible for supporting employee growth and development, encouraging participation in career advancement pathways, and demonstrating commitment to equity and inclusion. The following experience report offers a real-world example of how the trust-building principles outlined above can be put into practice through partnership, flexibility, and shared accountability. Experience Report: Building Trust Through an Indigenous Employment Partnership by Rike Enss In 2024, my HR team attended a career fair at Norquest College where they were approached by leaders of the Indigenous Career Centre, an external facing program of the college located right next to Norquest. The Indigenous Career Centre (ICC) connects Indigenous talent s with their employer partners. So, the conversation was two-fold, finding an employer partner that could support employment opportunities. As a company who has Indigenous Partnerships as a strategic pillar and actively connects with Indigenous communities to support each other, we were very open to connecting and hearing how we can engage. From there, many conversations and meetings were held, where we got to know each other and actively connected on what this partnership could look like, as we are mostly a seasonal employer. Most of our jobs are entry level and all one needs are 3 safety tickets. Even that could be quite a challenge for some Indigenous job seekers. But the Indigenous Career Centre was there to help, and able to financially support job seekers with getting these tickets through funding or other means. Before the whole partnership could begin, a formal Pipe Ceremony was held in February of 2025, where leaders from both sides came together to ground our relationship and affirm our intention to walk together side by side, helping each other and our job seekers. As a company, we also knew we needed to be a bit more flexible than our usual approach, and that wasn’t hard to achieve. Partnering with ICC and consistent and open feedback and communication made this possible. In the spring of 2025, my HR team was actively recruiting from ICC. We started with 6 people entering into our weeklong training that is required to work as a safety watch. Of the 6, we had 1 person remaining who started working with us, but what a shining star! Even though we weren’t successful in having the other 5 start work, we have had great experiences and gained some valuable learnings. When we started our recruitment approach in the fall, we changed our process to allow for more time to obtain tickets, provide additional support during the process, and make sure expectations were clear and set. As a result, ICC was also able to source better candidates who would be a good fit for the oil and gas industry and potentially available to be away from home. Over time, the 2 partners understood each other's needs better, and both continue to learn the other’s needs. In the fall, we ended up hiring 6 people from the ICC. This spring 2026, we successfully trained 7 people from the Indigenous Career Centre. Being able to learn from each other and grow together is a very rewarding experience as an employer. Conclusion Creating a culturally safe and supportive workplace is essential to fostering belonging and well-being for indigenous employees. When leaders and HR create a culture that listens, learns, and acts with respect, trust is achieved. An inclusive environment not only supports Indigenous employees to thrive but also improves engagement, retention, and overall workplace relationships. Trust is built through accountability, and it is important that organizations align workplace practices with Truth and Reconciliation Commission of Canada’s Calls to Action and the United Nations Declaration on the Rights of Indigenous Peoples strengthens Indigenous inclusion efforts. Organizations should track metrics like retention, engagement, and psychological safety, while incorporating Indigenous voices through lived experiences. Organization should also publish their Indigenous inclusion commitments, report on their progress, and be honest when they fall short. Finally, acknowledging the long-term organizational risks of failing to build trust -such as reputational harm, reduced engagement, and limited talent attraction - would emphasize the strategic importance of sustained and accountable action. 
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