This blog focuses purely on your LinkedIn profile and specifically your endorsements from other people.

If you’ve looked at LinkedIn and have seen photos and names appear, enticing you to endorse those people for a particular skill/expertise, then you’ll also have often thought “well, I certainly don’t think they’re strong in THAT particular area so I won’t endorse them”.   If that’s resonating with you then read on …

In a previous blog we’ve focused on the importance of endorsements but here we’re focusing on how to create a better balance.  For example, if you look at the endorsements below you’ll see that it shows 99+ for Web Analytics, 99+ for Online Marketing, but the PPC is showing 82.   If that person thought that actually, they should have 99+ for PPC as well (because it may also be a strong area of their expertise) then they’d want to raise that …


The picture above is actually quite rosy and gives some confidence in the expertise available all round.  However, let’s look at a different LinkedIn profile (identity hidden to save embarrassment) …


We happen to know that this particular person happens to be very good at tax accountancy but their LinkedIn endorsements don’t seem to reflect that.

So what can they do about it?

It’s no coincidence that they have only 292 connections and they’re not very active on LinkedIn.  Nor do they blog very much.

What they could do to start with is focus on the subject of tax accountancy (that they want more endorsements for) and start building up a good range of blogs demonstrating their expertise, ensuring that they’re posted to LinkedIn.

Next they could get involved in various groups and discussions on LinkedIn, demonstrating their expertise in a subject when the opportunity arises (and sometimes linking back to blogs they’ve already written about the subject being discussed).

As the number of LinkedIn connections and online interactions grow, they will get more endorsements when their connections see their photo/name linked to a particular skill.  This also applies to the ‘offline’ world as well of course – someone you know (e.g. a client) will know your skills/expertise and as long as you’re connected to them on LinkedIn (you DO routinely ensure such connections happen, don’t you?!) then there’s a good chance they’ll endorse you.

We suggest reviewing your endorsements on a monthly basis, tracking the progress to getting your best skills/expertise up to the top of the list (obviously, with 99+!) … and then benefiting from the increased level of business enquiries that come from that.




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