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.



There's Still Time to Learn, Connect, and Earn CPD Hours

By Jessica Jaithoo • September 29, 2026
As the year draws to a close, now is the perfect time to invest in your professional growth. Whether you're looking to maximize your remaining professional development (PD) budget, complete your CPD requirements, or build skills in emerging areas, CPHR Alberta's fall lineup offers practical learning opportunities designed for today's HR professionals. A Timely Conversation: Workplace Suicide Awareness and Prevention October's Suicide Prevention Month serves as an important reminder that mental health and wellbeing continue to be critical workplace priorities. HR professionals are often called upon to support employees, leaders, and teams through difficult situations. Our Workplace Suicide Awareness for HR Practitioners: Masterclass (October 28) , led by Tara Adams, Founder of Abridge Consulting, provides practical guidance on understanding suicide in the workplace, implementing prevention strategies, and creating a more supportive workplace culture. * Earn 3 CPD hours. Lead Through the AI Shift with Confidence Artificial intelligence is rapidly transforming the workplace, making AI literacy an increasingly important skill for HR professionals. Our 3-day AI Certificate (AI Adoption that improves productivity without overwhelming the organization December 9-11) and Leading Through the AI Shift – Master Class (November 4) provide practical insights into AI adoption, workforce transformation, and the evolving role of HR. Build the knowledge and confidence needed to support AI initiatives and help your organization navigate change. Learn on Your Schedule with Conference On-Demand Access more than 20 recorded conference sessions, including keynotes, concurrent sessions, micro-sessions, and expert panels, anytime and anywhere. Gain practical HR insights, access speaker resources and presentations, and learn at your own pace. * Earn up to 5 CPD hours. Build Expertise in High-Demand HR Areas In addition to our featured offerings, this fall's PD calendar includes opportunities to strengthen core HR competencies through: Law Symposiums across Alberta chapters (September, October and November) Investigation Report Writing Workshop (November 5) Investigation Interviewing Techniques Workshop (November 18) Conducting Credibility Assessments Workshop (December 2) Workplace Investigation Training Certificate (November 24-26 and December 8-10) These programs provide practical, immediately applicable knowledge that can help strengthen decision-making, reduce organizational risk, and enhance your effectiveness as an HR professional. Don't Forget Your Complimentary Learning Opportunities  As part of your membership, you also have access to a variety of complimentary professional development opportunities throughout the fall, including: Monthly member roundtables Noon-hour webinars: Expert-led discussions on topics such as managing intergenerational teams, workplace agility, and common recognition and rewards mistakes. Finish the Year Strong Don't let unused professional development dollars or outstanding CPD requirements carry into year-end. Explore our fall learning opportunities and invest in skills that will support your success today and into the future—then round out the year by reconnecting with your professional community. Join your HR community at one of our Holiday Mingles , taking place across the province this November and December. These gatherings offer a chance to celebrate the year, expand your network, and reconnect with colleagues before the holiday season. View the Professional Development Calendar

World Mental Health Day: Key Lessons for HR Professionals

By Jessica Jaithoo • September 28, 2026
Author: Volunteers from the Wood Buffalo Chapter Observed annually on October 10th, World Mental Health Day highlights the importance of promoting mental health awareness and improving access to mental health support worldwide. The day was established by the World Federation for Mental Health and is supported internationally by the World Health Organization. In Canada, mental health challenges increasingly affect workplace productivity, employee engagement, and organizational sustainability. For HR professionals in Alberta, World Mental Health Day provides an opportunity not only to raise awareness but also to evaluate policies, workplace culture, and leadership practices that support psychological safety. HR professionals have a significant role in ensuring compliance with provincial legislation while building supportive work environments that address emerging mental health risks. Recent Canadian research indicates that workplace mental health challenges are widespread and growing. Several key statistics illustrate the scope of the issue: 1 in 5 Canadians experiences a mental health problem each year (Employment and Social Development Canada). Mental health problems remain the leading cause of disability in Canada . Approximately 58% of employed Canadians are affected by a mental health diagnosis either personally or through a family member. 52% of employees report mental health challenges that affected their work performance , yet only 33% disclose these challenges to their employer . 39% of Canadian workers report experiencing burnout , demonstrating a significant increase compared with previous years. Nearly 47% of Canadians identify work as the most stressful part of their daily life . The economic implications are also substantial. Mental health problems cost the Canadian economy approximately $51 billion annually, including $20 billion directly related to workplace impacts such as absenteeism and reduced productivity. These statistics demonstrate that workplace mental health is no longer solely an individual concern; it is a strategic organizational issue requiring active engagement from HR and Business leaders. Alberta Legislative Context: HR Responsibilities HR professionals in Alberta must navigate both occupational health and safety requirements and workers’ compensation frameworks related to psychological injuries. The Alberta Occupational Health and Safety Act requires employers to ensure the health and safety of workers, which increasingly includes psychological health and safety. While the legislation traditionally focused on physical hazards, workplace harassment, violence, and psychosocial risks are now recognized as hazards that must be addressed through prevention and policy. Under Alberta OHS requirements, employers must: Identify workplace hazards, including psychological hazards such as harassment or excessive workload Implement prevention measures and policies addressing workplace violence and harassment Provide training and reporting mechanisms for workers In practice, this means HR departments must develop policies addressing psychological safety, respectful workplaces, and harassment prevention. Failure to address these risks may expose organizations to legal liability and regulatory scrutiny. Another legislative body of work comes through the Workers' Compensation Board (WCB) Alberta which recognizes that psychological injuries can occur as workplace injuries similar to physical injuries. It provides income replacement to workers with a diagnosed injury or illness that is shown to arise out of and in the course of employment. For HR professionals, this has several implications: Workplace psychological injuries may result in WCB claims Employers may need to participate in claim investigations and return-to-work planning Organizations must demonstrate that reasonable steps were taken to prevent psychological harm Key Lessons for HR Professionals Integrate Psychological Safety into Workplace Safety Programs Mental health should be treated as part of occupational health and safety rather than a separate wellness initiative. HR professionals should integrate psychological risk assessments into safety management systems and identify workplace factors such as: excessive workloads toxic workplace culture violence, harassment or bullying lack of managerial or organizational support Proactive management of these risks can reduce absenteeism, disability claims, and employee turnover. Train Managers to Respond to Mental Health Concerns Managers often serve as the first point of contact when employees experience psychological distress. However, research shows that many supervisors feel unprepared to address mental health issues effectively. HR professionals should implement training programs that equip leaders to: recognize early signs of burnout or distress conduct supportive workplace conversations connect employees to resources such as Employee Assistance Programs Managerial support is particularly important, as studies show that support from managers and coworkers significantly improves workplace mental health outcomes. Address Workplace Stigma Despite increasing awareness, stigma remains a major barrier to mental health support. A significant proportion of Canadian employees report that they would hesitate to disclose mental health challenges due to fear of career consequences. HR professionals can reduce stigma by: encouraging senior leaders to discuss mental health openly integrating mental health awareness campaigns into workplace culture ensuring confidentiality when employees seek support Strengthen Workplace Supports Effective mental health support systems may include: Employee Assistance Programs (EAPs) flexible work arrangements mental health leave policies access to counselling services Research suggests that time off, flexible schedules, and supportive management are among the most effective workplace mental health supports. For HR professionals in Alberta, World Mental Health Day serves as an important reminder that mental health is both a legal responsibility and a strategic workforce issue. Organizations that prioritize psychological safety and employee wellbeing are better positioned to reduce disability claims, improve employee engagement, and retain skilled workers in a shrinking talent pool. With rising burnout levels, increasing psychological injury claims, and evolving legislative expectations, HR professionals in Alberta must take a leadership role in promoting mental health and wellbeing in the workplace. By aligning organizational practices with occupational health and safety requirements, supporting employees experiencing psychological challenges, and fostering open workplace cultures, HR professionals can help create healthier and more sustainable workplaces for the future.

Why Workforce Analytics Requires More Than Technology

By Jessica Jaithoo • September 10, 2026
Author: Eleanor Hecks As workforce analytics becomes more sophisticated, organizations have more ways to understand how work gets done. But introducing these tools without clear communication can create uncertainty around privacy, data use and employee trust. HR leaders should make the purpose and boundaries of these tools clear from the start. The Rise of Employee Monitoring The workforce analytics market has reached $2.92 billion in 2026 as organizations pursue hybrid-work optimization, data-driven talent decisions and AI-powered analytics. Within this broader market, organizations are increasingly using tools such as productivity-monitoring software, keystroke logging, application and activity tracking and other systems that analyze employees' work patterns. These technologies can give HR greater visibility into workloads, staffing needs, productivity and broader workforce trends. However, as these tools become more sophisticated, HR also needs to consider how employees will understand and respond to data collection. What Can Go Wrong When Employers Introduce Productivity Trackers? Problems can arise when employees do not know what information the organization collects or how it will use it. Workers may worry that screenshots or time away from a device could become measures of their value or performance. These concerns are worth taking seriously. The American Psychological Association found that 45% of workers who experienced workplace monitoring said their work environment had a negative impact on their mental health. The finding highlights why HR should consider the employee experience when introducing these tools. Building Trust in Workforce Analytics Introducing monitoring works best when employees understand the decision and see themselves as part of the process. Transparency and early communication often build confidence and trust. Address Employee Concerns Before They Become Questions HR should explain the basics before introducing the software, including which activities the system will track and which it will ignore. Managers should also let teams know whether the tracker data can influence performance decisions. Proactively explaining the tool's capabilities and limitations can help prevent an unexpected discovery from becoming a trust issue. Have a Clear Purpose for the Technology HR should identify the specific problem before choosing a solution. This becomes especially important as organizations race to adopt emerging technologies without defining clear objectives first. This pattern is visible in how many companies are currently approaching AI adoption. A survey found that about half of organizations have deployed AI or plan to do so this year, but only one-third have a strategy for it. These numbers show that organizations are implementing tools simply because they feel like they “should,” faster than they can define what success looks like. Workforce analytics tools — many of which now include these AI-powered features — present the same challenge. “We need to use more tools that integrate AI” or “Everyone else is tracking productivity” are not strategies. Without a clear purpose, HR may collect more data than it needs or track metrics that don't align with actual business decisions. Before selecting a monitoring tool, HR should determine what it needs to learn and what decisions the data will support. Explain the Difference Between Aggregate and Individual Data Employees should understand whether HR is looking for broader workforce patterns or evaluating individual behavior. Aggregate data might show that a department is consistently handling a heavy workload, while individual data could reveal how a specific employee spends their time. Making this distinction clear can reduce uncertainty about how the organization will use employee information. Build Trust Through Inclusive Practices Employee involvement should begin before committing to a vendor or a tool. Representatives can help assess what a system collects and whether intrusive features align with organizational goals. HR can invite employees to ask questions and solicit their feedback on monitoring policies. California's proposed AB 1883 illustrates the emerging regulatory conversation around workplace monitoring. The bill seeks to prohibit employers from using workplace surveillance tools that predict emotional states or collect neural data. As proposed legislation, it is not currently a requirement for California employers, but it demonstrates how policymakers are beginning to address newer forms of workplace surveillance. Trust Starts Before the Monitoring Does Workforce analytics can deliver real insight into workforce needs. Organizations that communicate openly about purpose and involve employees often create monitoring systems that support better resource allocation and planning.
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