Over the course of the summer, I have had the pleasure of working with some smart, talented and committed people who are in the midst of a job change. They are either fed up with their current job, or they are itching for a new challenge. Either way, they are motivated to achieve their goals. 

With each person, I had a similar LinkedIn discussion. It goes something like this:

Me:  “Are you on LinkedIn?”

Client:  “Yes”

Me:  “If I search for your name right now, will I like what I see?”

Client:  “No, probably not.”

Me:  “Why is that?”

Client:  “Because I started my page a while ago and never finished.”

Each of these individuals broke the following commandment:  Thou Shalt Not Create a Half-Assed LinkedIn Profile.

And just in case you are not convinced that a great LinkedIn profile is worth the time and effort (and money you will spend on a professional head shot once you finish reading this post), let me share just three compelling statistics:

• In 2012, there were more than 5 million profile views. 

• LinkedIn hosts more than 2 million professional group sites. 

• A recent survey by Bullhorn reports that 45 percent of job postings are sourced through LinkedIn. 

Start with a good head shot 

How is it possible that with the popularity of selfies anyone on LinkedIn would not have a professional head shot in their profile? 

How does this image look to you? Don’t answer. I already know: This person is lazy or they are hiding something. Either way, it’s not good.

But wait, there’s more! It’s not enough to upload a photo. You need to choose the right one. The most popular advice is to choose a photo of your smiling self. While true, that advice is insufficient. 

Just because you are smiling and you like the way you look in the photo (from your best friend's wedding, for example) does not mean it’s right for your professional profile. Save it for Facebook. When it comes to LinkedIn, you want a photo that translates easily to the workplace, not the reception hall.   

Moving on to the meaning of “head shot.” Unless you are an artist and you want to stand in front of your latest masterpiece, don’t waste valuable real estate by including background images. No one can really see you, and they may not like your taste in wall hangings. 

Copy Joe Folkman

Joe is co-founder and president of Zenger Folkman, an organizational development firm. He is a respected authority on assessment and change, and he gave me permission to share his photo. It’s a great blend of all the important elements for LinkedIn: close-up head shot, a genuine smile, creative angle, and nothing distracting in the background.  Correct me if I’m wrong, but this image conveys trustworthiness and approachability—two important qualities you want to convey with your image.

When it comes to your personal brand, time and effort usually pay off.  Think of “personal brand” as “personal best.” You are not just trying to outperform other job candidates. you are trying to put your best foot forward. That way, the next time a recruiter is looking for your skills and abilities, you are not only “findable,” you also look impressive.

Now get online and finish those profiles!