6 tips for a better LinkedIn profile

Applying to a top business school can be competitive, and admissions officers assess candidates stringently. While you'll no doubt take every step to represent yourself in the best possible light throughout the application process, it's worth remembering that schools often look at social media for more information—and potential red flags. 

Undertaking a business master's or MBA is all about taking the next step in your career. And so, to get an idea of your qualities as a candidate, LinkedIn is often one of the places admissions officers go.

Here’s how to make sure your profile is doing all of the right things to help—not hinder—your application.

Compiling your business school application will require you to assess your capabilities and professional achievements. That self reflection can elicit new talking points and things to highlight; updating your LinkedIn profile in line with this can ensure you are consistent while giving you the opportunity to show who you are to both the academic and professional worlds.

“LinkedIn can also help applicants assess the alignment between their existing capabilities and their intended career path,” explains Professor Himanshu Rai (pictured), director of Indian Institute of Management Indore.

"By examining relevant job descriptions, industry discussions, and professional profiles, they can identify skill gaps and make informed decisions about the program and school most relevant to their goals.”

2. Present your best and most authentic self

Like your application, your LinkedIn profile should provide visiting admissions officers with a glimpse of your personality. First impressions last: a strong, eye-catching headline for your profile is a must and a professionally-taken picture will pay for itself. 

“A professional profile does not mean impersonal,” explains Marwa Hammam (pictured), executive director of the Master in Finance at Cambridge University Judge Business School. “A good profile should still sound like a human being. It is perfectly appropriate to communicate your interests, values and areas of curiosity, provided they are presented thoughtfully and authentically.”

Use your summary to provide a concise overview of your career path, but remember, a summary is not a resume. Focusing on your passions, goals, and any life-changing experiences you’ve undergone will help the admissions officer get a sense of how you could use the skills and opportunities a business master's or MBA will give you. 

Don’t forget to demonstrate any volunteer work, hobbies, and interests to give a more well-rounded view of who you are and what you care about. It’s also worth reviewing any other publicly accessible social media profiles beyond LinkedIn to ensure they align with the public image you’re presenting.  

3. Contextualize your achievements

Remember to include academic achievements as well as professional ones, including any awards or honors. Be aware that admissions officers may not be overly familiar with your industry, company, or country, so make sure to explain why your achievements are important. Including figures can help to contextualize these accomplishments—however, try to keep things concise.

“Rather than simply claiming skills or qualities, you should demonstrate them through projects, responsibilities, and concrete results. A strong profile shows rather than tells,” says Karima Belkicema, head of Masters of Science career development at ESCP Business School.

4. Grow your network—and use it

Networking is the main function of LinkedIn, after all. Given the importance of social media and an online presence in today’s business environment, you may have built an extensive network already, but business school can be an opportunity to reach new avenues. 

At the very least you should be following leaders in your industry, but also follow leaders in other fields where you have interests. This is especially relevant if you plan to use your business master's or MBA to branch out in new directions, or if you have ambitions to make a difference in particular areas, such as by advocating for social issues or pursuing innovation.

Don’t be passive, either. Engage thoughtfully by commenting on articles and joining conversations if you have expertise to offer. Of course, you should avoid commenting if you’re not confident in what you’re saying, but on the other hand, don’t be afraid to ask intelligent questions. 

Connections and recommendations from within your industry—and in other areas where you’ve made an impact, such as your community—will demonstrate your active involvement. Ultimately, these may give admissions officers a better impression of your character than a mere list of your achievements would. Ask for brief testimonials from the people providing your recommendations, to demonstrate your qualities as a colleague, leader, innovator, or community member. 

“LinkedIn can be an excellent research and relationship-building tool. Applicants can use it to understand the career paths of alumni, explore where graduates are working, follow faculty, and learn more about industries or roles they may be considering,” says Marwa.

“That research can ultimately help them make a much more informed decision about whether a program is right for them, alongside facilitating genuine conversations with those in the school's community.”

5. Follow your target school and its alumni

Not only does following and engaging with your target school on LinkedIn demonstrate your interest, it will keep you up to date with any developments that might affect you.

Participating in your school’s community will give you a head start on one of the major pillars of business school: networking. You may even get to know some of your future classmates and professors. 

In addition, alumni at top schools often remain active within the community, and a personal interaction online may open the door to further interaction. This can be especially advantageous if your school has a particular focus on your industry or area of interest. 

However, David Simpson (pictured), recruitment and admissions director of MBA and Master in Finance programs at London Business School, advises against using your connections as a research tool for information you could find elsewhere.

“When communicating with admissions professionals, don’t use LinkedIn connections and messaging as a back door for access you couldn’t gain in other ways,” he says. “Asking admissions directors about GMAT scores or other basic details that can be discovered from a website or AI search is not going to make a good impression.”

6. Don’t overdo it in an attempt for a stronger presence

A lot of what we’ve said so far puts the emphasis on ‘more’—more connections, more interactions, and putting yourself in the spotlight more often. But there is also a risk of doing too much, overposting or just making connections for the sake of it. 

“Not everyone has to be a thought-leader. You can be a commentator too,” says David. “A healthy balance of posting, re-posting, commenting and discussion seems right. If you are too active with your posts and comments, people may wonder what you do all day at work!”

Make sure all your posts are professional and appropriate. Make sure any commentary is informed and relevant, and avoid interpersonal conflict.

It’s also important to approach every potential contact as an individual. No one appreciates indiscriminate spam mail, nor is it much of a basis for a productive relationship going forward. What about that person made you want to reach out? Whether their achievements caught your eye or you share a common interest, take the time to let them know.    

“One of the biggest mistakes is sending a connection request with no message at all,” explains Professor Rai. “One or two lines is all it takes: who you are, how you came across them, and what you are curious about. That small amount of effort changes the response rate considerably, and is what turns a new connection into a conversation worth having.”

Your LinkedIn profile is going to come in handy as you build connections during and after business school, and when you reach out to employers. It is well worth the investment to put your best foot forward.