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.



Strong Internal Controls Make Good Business Sense

By Jessica Jaithoo • October 16, 2025
Internal controls are not just a box on a checklist; they are a trust-building tool. When HR leads with transparency, integrity, and strong processes, it sends the message that the organization values trust and accountability. Internal controls can also protect against errors, fraud, and damage to its reputation. Internal controls support fair hiring, secure data management, and consistent documentation, helping HR stay aligned with laws, privacy standards, and compliance expectations. What are internal controls? Internal controls are an organization’s procedures, policies, and processes. They ensure: Compliance with laws, regulations, and policy Accuracy in reporting Overall efficiency and transparency in operations Internal controls include setting out approval authority, role-based system access, audit trails, and segregation of duties. Once your controls are in place, continuous monitoring them further reduce risk by identifying issues early and providing timely feedback on areas where additional training may be needed. Examples of HR internal controls and why an accountant might consider them important Hiring Background checks ensure individuals hired to handle sensitive data don’t have histories of financial misconduct Signed employment agreements support key inputs into the payroll process and can serve as audit documentation Approval workflow for hiring decisions help prevent unauthorized payroll expense s Payroll Segregation of duties between the person hiring and the person setting up payroll can prevent conflicts of interest and fraud Reconciliations of payroll reports with HR records help ensure records match the source data, which supports accurate financial reporting Compensation An assignment of authority for employee events (e.g., salary change, promotions) ensures changes are authorized and reduces the risk of unauthorized payments Supervisor approval on timecards ensures information sent to payroll is accurate Employee records Secure employee records ensure payroll, benefits, and compensation figures used in financial reporting are reliable and safe Tracking changes made to records provides a trail for internal and external auditors Policy and compliance Key company policies requiring an employee’s signature can mitigate financial risks and ensure employees are expected to be aware of an organization’s policies A whistleblower policy provides a mechanism to uncover fraud or misappropriation of an organization’s assets Access and data controls Role-based access to systems limits access to financial systems and reduces the risk of data manipulation Monitoring controls Exception reporting (e.g., duplicate payments) supports quick identification of errors and accuracy of financial reporting Internal HR audits help ensure HR-related financial activities have proper controls and the controls are working as designed By having an HR department that designs and implements internal controls, you are creating a stable system of checks and balances, minimizing risk in more ways than you might expect! About the author: Kristy Mielke CPA, CA fosters the professional growth of Alberta’s 32,000 Chartered Professional Accountants (CPAs) as the Director of Professional Development and Learning at CPA Alberta. She has previously worked in public practice and internal audit, and in addition to being a CPA, she is a Certified Internal Auditor and Certified Fraud Examiner.

An Update from your Board of Directors – September 2025

By Jessica Jaithoo • October 7, 2025
As the governing voice of CPHR Alberta, the Board of Directors meet quarterly to provide oversight and guidance in several key areas. The Board, alongside CPHR Alberta operations, continues to deliver on the association's strategic priorities developed in the 2020 strategic plan. To ensure transparency between our Board of Directors, members and key stakeholders, we are sharing post-meeting messages to inform the steps taken towards advancing our profession and ensuring a financially stable association. The Board of Directors met on September 22, 2025, and the Board’s key messages are as follows: 2026 – 2028 Strategic Plan The Board unanimously approved CPHR Alberta’s new 2026 – 2028 Strategic Plan, which includes a refreshed organizational vision and mission. This forward-looking plan focuses on: Enhancing member value Promoting self-regulation Elevating the visibility of the CPHR designation Fostering a future-ready HR community Implementation begins immediately, with further details to be shared in the coming months. Stay tuned, our new Strategic Plan will be released this fall via email! Board Recruitment The Board has initiated preparations for the 2026 elections. We will once again be seeking CPHR, Retired CPHR, and public members. Additional details will be available in November. CPHR Canada and Collaboration Across Provinces The Board welcomed Philippe de Villers, Chair of CPHR Canada, who presented the national organization’s new strategic plan and the strong collaboration across provinces. Further updates will follow after CPHR Canada’s December Board meeting. You can view the CPHR Canada Strategic Plan here. Financial Management The Board reported that CPHR Alberta remains on track for a balanced 2025 budget, with no current financial risks identified. Engagement Board members will be attending our holiday mingles across the province starting in November. We invite you to join us in celebrating another successful year as a growing HR community. Visit the CPHR Alberta events page and watch your inbox, registration opens soon!  The next Board meeting takes place in November 2025, after which we will again share our key messages. If you have any questions regarding these key messages or the Board of Directors, please contact chair@cphrab.ca . We welcome your feedback!

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.
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