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.



Supporting Employee Well-Being: How HR Plays a Role in World Mental Health Day

By Jessica Jaithoo • October 7, 2025
Each year on October 10th we commemorate World Mental Health day. A day dedicated to raising awareness, minimize stigma, and promote meaningful connections and conversations about mental well-being. In the modern fast-paced and high-pressured working world, mental health support comes as a crucial element beyond a wellness initiative. It helps to build a more resilient, compassionate, and productive workplace. For HR professionals this day is an important reminder in the role we play in creating a culture that prioritizes empathy, balance, and care. When employees are mentally supported, they are more engaged, collaborative, and better equipped to excel in their roles. Why Mental Well-Being Matters Mental health can affect anyone, regardless of position, age, industry, or experience. The World Health Organization (WHO) reported that in 2019, 970 million people globally battled mental health issues. Anxiety and depression being the most common disorders. The economic costs become substantial, with loss in productivity outstripping direct cost of care. Beyond numbers, the impact can ripple through teams and affect morale. Stress, burnout, and disengagement have real, impactful consequences. Acknowledging mental health and proactively making efforts to take care of employees strengthens companies as a whole. How Can Employers Support Employee Mental Health? While there is no “cookie cutter” formula to promote mental wellness – creating an environment where employees feel seen, heard, and supported is key. Here are a few actions HR can implement to make an impact: Foster Open Conversations Break the silence. Openly encouraging judgement-free conversations around mental health can reduce the stigma around the topic. Practicing empathy and sharing personal experiences can encourage others to also discuss their own experiences and current challenges. Access to Mental Health Resources Ensure employees know where they can turn to for help. Having an Employee Assistance Program (EAP) with access to counseling, therapy, or mental-health hotlines and online support tools can increase awareness and better access to resources that can help employees whom are struggling with their mental health. HR can also work with benefits providers to increase coverage for mental health services or host workshops that focus on stress management and mindfulness as well as recognizing signs of burnout or emotional distress. Creating an environment within the workplace that promotes these habits also is important. Having quiet spaces to decompress, offering mental health days, or acknowledging small employee achievements can go a long way. Work-Life Balance Having a balance between work and personal life is key in maintaining mental health. Encourage employees to set realistic goals and expectations, honour their time off, and model such balanced behaviour themselves. Flexible work schedules, options to work remotely, regular check-ins, and encouraging boundaries can help employees better manage their workload and reduce burnout. Celebrating World Mental Health Day in the workplace  World Mental Health Day is a great opportunity to remind and emphasize an organization’s commitment to well-being. Here are a few ways HR can promote and celebrate the day: Host a wellness workshop: Invite a speaker or mental-health professional to talk about coping strategies or tools for mindfulness Coffee & Connection: Have an informal meeting where employees can share their own ways to de-stress and support one another Share Resources: Share educational material or mental health tips through internal communication channels Closing Thoughts Mental health shouldn’t just be a one-day topic. It’s a constant year-round commitment to help take care of ourselves. On this World Mental Health Day, we should reflect on how to make our own workplaces safer, fostering compassionate and stigma-free spaces for everyone. As HR professionals we are in a key role to lead this change. We can advocate for open dialogue, sharing helpful resources, and nurturing an inclusive culture that values well-being just as much as performance. By working together, united we can create safer workplaces where employees can thrive both professionally and personally. When people feel supported, everyone benefits. Resources: https://www.who.int/health-topics/mental-health#tab=tab_2 About the Author: Rheya is a volunteer with the CPHR Alberta Social Media Committee, a young professional passionate about HR and creativity. With a Diploma and Bachelor's in Business Administration from SAIT, Rheya brings experience in project management, SEO, and social media. When not working, Rheya enjoys crocheting, writing a first novel, and binge-watching Harry Potter movies.

A Strategic Guide to Organization Restructuring, Part 1

By Jessica Jaithoo • September 29, 2025
Author: Ada Tai, MBA, CPHR, SHRM-SCP I’ve been watching the pace of corporate restructuring accelerate this year, and it’s striking how no sector seems immune. ConocoPhillips is reducing its global workforce by a quarter. Intel is preparing to slash 24,000 jobs in one of the largest shake-ups in its history. Salesforce is eliminating 4,000 positions as it doubles down on its AI strategy. Paramount Skydance, fresh off its blockbuster merger, is shedding up to 3,000 roles; while Hudson’s Bay, a retailer that’s been part of Canada’s identity for more than 350 years, is closing its doors and letting go of more than 8,300 employees. Add to that layoffs at Starbucks, Amazon, PwC, Burberry and even Recruit Holdings, the parent company of Indeed and Glassdoor 1 , and the picture becomes clear: we’re in the middle of a global restructuring storm, where technology, cost pressures, and shifting markets are re-writing the rules of work. In my recent conversations with business leaders, one theme keeps surfacing: many are contemplating a restructuring of their own. However, they’re not just looking to cut costs; they’re seeking a clear strategy. That’s what this guide is about: how to prepare for restructuring with purpose, clarity, and humanity. Step One: Define the "Why" Restructuring is one of the most complex decisions a company can make. Done poorly, it can destabilize operations and damage culture. Done well, it can reset the business for future success. The starting point is always the “why.” What problems are you solving? Common drivers include: Financial distress - Reducing costs and/or improving profit margin to stabilize the business Market changes - Pivoting toward new products, services, or geographical territories Technology shifts - Re-organizing to adopt AI, automation, or other innovations Efficiency and competitiveness: Streamline structures or flatten hierarchies The objectives must be specific, measurable, and aligned with the company's long-term vision. This "why" is the foundation for the entire plan and is essential for communicating with stakeholders. Step Two: Define the “What” Once the purpose is clear, organizations can proceed to define the scope. Which functions are absolutely critical to preserve? And which areas could be restructured, consolidated, or phased out? This stage is about mapping priorities. In my work with clients, I often find that once they clarify their non-negotiables, the rest of the plan comes into focus much more easily. Step Three: Plan the “How” Too often, companies jump straight to layoffs, but effective restructuring requires scenario planning. Before jumping to layoffs, I’d advise businesses test different options to see which will lead to the best results for their company. This might include a hiring or salary freeze, reduced hours, offering voluntary exits, retraining employees, or re-deploying talent to new roles. Each option carries different financial, operational, and cultural impacts. Running these scenarios before making cuts prevents costly missteps.  Equally important: restructuring can’t be run by a single department in isolation. Organizations need a cross-functional team of leaders, supported where needed by external advisors who bring objectivity and specialized expertise.

Mental Health in the Agriculture Industry

By Jessica Jaithoo • August 8, 2025
Author : Nicole Mahieux, Nick Canning & Kendal Tremblay Mental health is increasingly recognized as a cornerstone of employee well-being, business resilience and community strength. For HR professionals, supporting mental health is no longer optional—it’s imperative. While conversations around mental health have gained traction in many industries, one critical sector still faces unique and persistent challenges: agriculture. Farmers and agricultural workers play a vital role in food production and national food security. Yet they are among the most vulnerable when it comes to mental health struggles. In fact, they experience some of the highest rates of stress, anxiety, depression—and even suicide. This is not just a personal issue. It's a workforce issue. It's a public health issue. It's a business issue. There are a range of compounding pressures makes farming one of the most mentally taxing professions.  These include: 1.Financial Stress & Unpredictability Unstable markets, weather-dependent outcomes, and shifting government policies contribute to a constant sense of economic uncertainty. 2. Isolation Many farmers work alone and live in rural areas where access to social support is limited. Social isolation increases vulnerability to mental health concerns. 3. Stigma Although mental health stigma is slowly decreasing, it remains a barrier—especially among men, who represent 74% of the agricultural workforce. Traditional gender norms often discourage open conversations or help-seeking.
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