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.



A Strategic Guide to Organization Restructuring, Part 2

By Jessica Jaithoo • November 19, 2025
Author: Ada Tai, MBA, CPHR, SHRM-SCP After publishing “ A Strategic Guide to Organization Restructuring, Part 1 ,” I heard a consistent follow-up question from leaders: “How do you actually re-design an organizational structure so it aligns with strategy, future needs, and the realities of the day-to-day operations?” In this post, I will take you behind the scenes of a recent restructuring project our firm completed and walk you through the steps for designing a structure that works not just today, but also for the next 3 - 5 years. Step One: Understand the Organization Restructuring is not a mechanical exercise. Before anyone touches boxes on an org. chart, leaders must understand the full context of the organization: its challenges, aspirations, constraints, and people. Recently, our team worked with a large public-sector entity that hadn’t reviewed its structure in more than a decade. Over time, several issues had emerged: Long-standing role ambiguity and workflow friction Significant retention and succession challenges A rapidly growing industry and expanding service demands A CEO overwhelmed with too many direct reports Insufficient leadership depth in the layer immediately below the CEO The mandate was clear: Design a structure that could carry the organization for the next 3–5 years. Before jumping in, we partnered with the executive team to answer a set of foundational questions: Why is a new structure needed now? What pressures, risks, or opportunities are driving the change? What is the organization trying to achieve long-term? We reviewed vision, mission, values, strategic priorities, and expected growth. How is the organization currently designed? We examined complexity, formality, decision flows, span of control, talent mix, communication channels, policies, and people challenges. What work must happen to deliver services successfully? We mapped critical processes and clarified who is responsible for what work today and tomorrow. What resources and budget constraints shape the options? We did a reality check. Answering these questions transforms guesswork into a strategic foundation. Step Two: Plan for the Structure Review Once aligned on objectives and constraints, we co-created a plan for the whole structure review. 1. A small project team was assembled within the organization. This was a group of leaders/champions who would serve as our partners, sounding board, and communication anchors throughout the process. 2. To design a structure that reflects reality rather than assumptions, we needed both qualitative and quantitative insights. Together with the project team, we developed a data-collection plan that included: On-site tours to understand operations and workflow in context In-person interviews with employees across departments, tenure levels, roles, and demographic groups Review of organizational documents , including strategy, service data, operational metrics, etc. 3. We also conducted external research to understand the demand for the organization’s services, the competitive landscape, and industry benchmarks. The goal was to build a complete, nuanced picture of how work actually gets done. Step Three: Design the Structure Over the next several weeks, we conducted interviews with 80% of the head office staff and 60% of the frontline workforce. One important message we emphasized to every group is: “This review is not a performance assessment, nor an attempt to eliminate jobs. It is about building a structure that sets everyone up for success.” Gradually, as we gained insights, a clear picture emerged of what the future structure could and should be. We facilitated a series of structural design sessions with the project team. These sessions were collaborative, candid, and grounded in both data and lived experience. Together, we co-created: A transition structure for the upcoming year — providing stability while preparing for change. A future-state, growth-oriented structure designed for the next 3 – 5 years — with more substantial leadership depth, transparent accountability, and defined pathways for talent development and succession. The result was not just an org. chart. It was a blueprint for how the organization would operate, make decisions, support employees, and deliver services at a higher level. Step Four: Support the People Side of Change Even the best-designed structure can fall apart without thoughtful implementation. Once the project team felt confident in the proposed structures, the next steps were: Securing Board approval Preparing a comprehensive communication plan Engaging employees with clarity, empathy, and transparency We had the privilege of presenting the new design and its rationale to the Board. After approval, we supported the organization as it rolled out the change to staff, ensuring leaders were prepared to answer questions, set expectations, and guide their teams through the transition. Structure isn’t just architecture; it impacts morale, trust, and people’s sense of security. The human side must be handled with the same care as the technical side. Final Thoughts Restructuring is a strategic redesign of how an organization works, leads, and delivers value. A thoughtful structure review requires three things: Deep understanding of the organization’s reality Collaborative design grounded in data Careful implementation that supports people When these pieces come together, restructuring becomes more than a response to pressure. It is an opportunity to strengthen leadership capacity, improve clarity and accountability, and position the organization for sustainable growth. Check out my previous blog: “ A Strategic Guide to Organization Restructuring, Part 1 ” 

Essential Resources for HR Professionals in Alberta: Stay Ahead in Workforce Planning

By Jessica Jaithoo • November 19, 2025
Alberta’s labour market is dynamic, and HR professionals need timely insights and practical tools to make informed decisions. To help you navigate hiring trends, funding opportunities, and compliance requirements, here are three key resources you should know about: 1. Labour Market Information Bulletin The Regional Employer Supports Bulletin provides a snapshot of Alberta’s labour market, including: Employment Trends: September saw a 1.7% increase in employment , reversing previous declines. Unemployment Rate: Currently at 7.8% , slightly above the national average. Wage Updates: Average weekly wages rose to $1,433.62 . Upcoming Webinars: Topics include hiring foreign workers, employment standards, and psychological health and safety. Explore Labour Market Notes 2. Hiring Demand Bulletin The September Hiring Demand Bulletin offers detailed insights into job postings and hiring patterns: Job Postings: Over 30,500 new openings in September, with Calgary and Edmonton leading the way. Top Occupations: Retail salespersons, cooks, registered nurses, and material handlers. Sector Trends: Sales and service roles dominate (31%), followed by trades and transport. Regional Highlights: Calgary posted 11,004 openings , Edmonton 10,032 . View full hiring demand details 3. Employer Resources Guide Looking for ways to attract, train, and retain talent ? The Employer Resources Guide is packed with programs and funding opportunities: Grants & Funding: Canada-Alberta Productivity Grant – supports training to boost productivity. Workforce Strategies Grant – funds innovative workforce development solutions. Industry-Specific Programs: Food Futures Program – wage subsidies for food industry placements. ECO Canada – training and wage subsidies for environmental jobs. Youth & Apprenticeship Incentives: CAREERS Internship Programs – up to $7,500 for hiring youth. Student Work Placement Program – funding for co-op and internship positions. Recruitment Tools: Job Bank – free job posting platform. Agriculture Job Connector – match workers with agri-food employers. Access the full Employer Resources Guide Why These Resources Matter Together, these tools help HR professionals: Plan strategically with accurate labour market data. Fill critical roles by understanding hiring trends. Leverage funding to reduce recruitment and training costs. Stay compliant with employment standards and best practices. Take Action Today: Register for upcoming webinars on employment standards and workforce programs. Connect with a Workforce Consultant for tailored advice. Bookmark these resources to keep your HR strategies future-ready.

Overcoming Adversity and Inspiring Others

By Jessica Jaithoo • November 10, 2025
Author: Jennifer Muellers, Katy O’Brien-Watson, and Mandy Ingraham (Grande Prairie Chapter Committee) Every October, Alberta celebrates Disability Employment Awareness Month (DEAM) which promotes employment inclusion and increased participation of workers with disabilities in Alberta’s economy. DEAM celebrates the contributions of workers with disabilities and supports employers in practicing inclusive hiring (Government of Alberta, 2025). The Grande Prairie Chapter chose a local story of a girl named Kiesha, who was told after her car accident she would likely never walk again. Kiesha uses her story to inspire and uplift others through her journey of perseverance through public speaking engagements. Kiesha frames her journey not just as healing for herself, but as something that can help and inspire others in similar situations. Her film touches on living and working with disability in a rural setting like Grande Prairie and how accessibility, advocacy, community support and awareness are so important to her success. It shows through her positive outlook she empowers those around her even through her job at Costco. A local business owner speaks on his experience of having Kiesha as a client at his business and how this made him think differently about his business environment to be welcoming and accessible for all within the community. The film Able is a production supported by STORYHIVE and is made available (free on-demand) via TELUS Optik. The Changing World of Work The world of work is always evolving, and it is more accepting of individuals and their unique abilities than ever before, however, each instance of disability and accommodation cannot be given a ‘one size fits all’ mentality. There are many different types of disabilities and health factors that organizations need to be mindful of and accommodate. For example: cognitive and mental health disabilities (learning disabilities, autism spectrum, ADHD, etc.), physical disabilities (colour blindness), and chronic health issues (addiction, diabetes, epilepsy, Ehler Danlos syndrome, lupus). Even temporary conditions, such as pregnancy and menopause need to be accommodated in the workplace. The partnership between Human Resources and Management along with employees and other stakeholders can lead to deeper understanding and appreciation to what individuals are facing day to day. Some key items for the Human Resources Role to consider when Accommodating Employees: Have policies regarding accommodation in the workplace Ensure leaders and employees are walking the walk and talking the talk Train managers on accommodation in the workplace a) This could include Mental Health First Aid, Crisis Interventionist training, Drug and Alcohol Awareness training b) Employer’s Duty to Inquire and Duty to Accommodate Consider Emotional Intelligence training Work with managers and the employee requesting accommodation as per the employer’s Duty to Accommodate and establish an acceptable accommodation Employee Feedback a) Have questions regarding DE&I in the annual employee survey b) Have an open-door policy for employees to make suggestions on how to make the workplace more accessible Work with a local disability organization for assistance on determining if your organization is physically accessible a) is your handicapped parking space large enough? Do you have an automatic door opener? Can someone in a wheelchair reach the automatic door opener? Disability Employment Awareness Month serves as an important reminder that inclusion is not just a celebration—it’s a commitment to equitable workplaces and meaningful participation. Kiesha’s story in Able demonstrates the power of perseverance, the impact of inclusive employment, and the vital role employers play in shaping accessible and supportive environments. Her journey reminds us that when individuals are empowered to bring their full selves to work, everyone benefits—teams grow stronger and perspectives broaden. As HR professionals, we have the responsibility and privilege to lead this change. Through thoughtful policies, continuous training, and genuine engagement with employees, we can remove barriers and foster workplaces where inclusion is lived, not just stated. By prioritizing accessibility, empathy, and flexibility, we create cultures that value every person’s contribution. We can ensure that every employee—regardless of ability—has the resources and support needed to succeed and add meaningful value to Alberta’s workforce.
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