Something shocking about your LinkedIn Search results

Something shocking about your LinkedIn Search results


The other day I asked my connections on LinkedIn to join me in a little LinkedIn search experiment. I asked them to hit search without typing anything in the search box and tell me how many hits they got. The results ranged from 200K to 11M.

See experiment here. 


Conducting a LinkedIn search with an empty search field, you get quite a variety of results. You are not searching the full LinkedIn Database (all members), but just YOUR network. It would be easy to assume that this has something to do with the number of connections, but it is more complicated than that.


Your LinkedIn Network consists of 1st degree, 2nd degree, 3rd degree and group members. This puts quite some importance on 1st and groups. If you connect to 10 people with 200 connections each then you add 2010 people to your network (for argument’s sake they have no overlap). If you connect to 5 people with 1000 connections each, this grows your network by 5005 people. Members of the groups you belong to are also part of your network. So it makes a difference if you are a member of 10 small groups or 5 large groups. It doesn’t hurt to become a member of the largest two groups in the region that you focus on.


Just like on Google or any old search engine, you can use Boolean expressions. Searching for: Petra AND Amsterdam will give you results that contain both words. Searching for Petra OR Amsterdam will give you all results that contain at least one of the two words. Now I am doing a lot of math these days. The joys of living with a teenager! So I am totally into formulas (actually, I’ve always loved formulas; before LinkedIn my passion was Excel).


Petra OR (NOT Petra). Got it? You will get all profiles that either contain the word Petra OR that do NOT contain the word Petra. Yup THIS will more or less show you the full LinkedIn database. (533,518,415 at time of writing). Now use the filters on the side to narrow the results to what you are really looking for. BAM!


>>> Got any search questions? Pop ’em in the comments!<<<

5 Clever ways to use media on LinkedIn

5 Clever ways to use media on LinkedIn

Media on LinkedIn can stuff your reputation. If done without thought. Yup, gotta put thought into it. The banner on your LinkedIn profile strengthens or weakens your message. I explained this in “3 Things you need to know about your profile banner.” This goes for any media you add to your profile. Make sure it sends one clear message with the words on your profile.


Below 5 ways to use media on LinkedIn that are pretty clever. First, let me tell you what types of media you can add to your profile.

  • Video: if you are lucky, you can now record native video on LinkedIn (I haven’t got it yet (July 2017). You can also embed from 50+ providers such as YouTube, Vimeo or Hulu.
  • Images: I love creating images with Canva and with Paint (scribbling on screenshots). You can upload an image from your computer or embed an image from sites such as Instragram, Dribble or Dinosaur Comics. Yeah right!
  • Rich Media: I always struggle with this. What does the rich stand for? Also makes me wonder if we can display poor media on LinkedIn. LinkedIn gives Slideshare (which they happen to own 🙂 ), Prezi and Storify as examples.

You can also add ‘Audio’, ‘Products’ and ‘Other’ to your profile. Explore all 50+ options here, pretty much anything you can embed with embedly by the looks of it. (I got this from this page on LinkedIn Help).


  1. Counter attack prejudice.
  2. Showcase written publications.
  3. Conduct a mini lecture.
  4. Record a live video.
  5. Make a point.

1. An Armenian guy (3rd generation in The Netherlands) asked me: “When your last name is 5 syllables and your hair is pitch black, any idea what that does for your profile views?” Unfortunately, I understood his point. To counter attack he recorded a 1 minute video introducing himself. The main aim of the video was: prove he spoke flawless, accent-less Dutch.

2. If you’ve been published in a magazine, journal or newspaper there is not always a digital version to link to. You can take a picture of the publication and add this to your profile. Does miracles for establishing your authority. I published several articles in a Dutch Publication called “Marketing Rendement”. The generation that values paper publications is a dying breed, but we have not gone extinct just yet!

3. After you add media to LinkedIn, 2 items display without scrolling. I wrote 3, went to grab a screenshot and LinkedIn had changed it to 2! You can create three images that explain a topic to your audience or give step by step instructions. If you want to go over 2 images, write a table of contents on the first image, so people will know to scroll. Pay attention with uploading. The most recent upload displays first.


4. Social platforms always favour their own content. It won’t surprise me if LinkedIn will favour ‘native video’ over embedded video. What I like about live video (I use it on Facebook) is that people do not expect high tech quality. I do download the video afterwards, add captions, upload it to my YouTube channel and share it again. 85% of Facebook video is watched without sound. I have no doubt things on LinkedIn will go in the same direction.

5. Why would people read the articles you publish on LinkedIn? If you have a good title, that might entice people to click through. When people scroll quickly through their news feed an image stands out more than a text message. Always create a banner image for you LinkedIn articles that includes wording with the main point of your article.

>>> One of these days I shall follow up on my brilliant thought under point 3. How do you use media on LinkedIn? <<<

7 Hacks for publishing on LinkedIn

7 Hacks for publishing on LinkedIn

Hacks, who am I kidding? Hack seems to be the word people use instead of tip these days. Like a workshop is called a master class. And the 14-year-old teenage horror in my home is called a sweet, cute daughter. Ha! This is the longest post I’ve published to date, it will take you 4.5 min to read. Fancy that, double the value I normally give you! Have fun.


  1. Add the title or main message to the banner image
  2. Utter a BOLD statement in the opening line
  3. Create click to tweet quotes
  4. Finish with an author bio linking to your blog
  5. Focus on your LinkedIn target audience
  6. Give the full story
  7. End with a question


I mentioned this when I gave you 5 Clever tips to use media on LinkedIn.  (tip #5). On the LinkedIn homepage, people scroll quickly. An image sooner captures their attention than text. When you publish on LinkedIn, you can add a banner image that appears above your post. It is also the image that shows up in the feed when you (and others) share the article. If the image states the main point (or title) of your article, it helps people decide to click through.


This might be a no brainer. After the title, the opening line is the first thing people read. Grab their attention. Blogging experts say that a short opening line works best. Not much time to lose the reader. Then another easy to read sentence to get readers used to your style and tone. After that start making sense in the article you are publishing on LinkedIn.


I found people are likely to hit “click to tweet” at the very moment they read something interesting. Call them to action right there and then. It works miracles compared to the generic share option at the end. They take a little fiddling to set up though. You need the link to the article, to create a “click to tweet” link.

Here is how I do it: 1. Publish the article. 2. Grab the URL. 3. Go back into edit mode. 4. Shorten the URL (I use bitly). 5. Copy a statement from the article. 6. Go to click to tweet website. 7. Paste the statement, then copy/paste the shortened URL then type via @petrafisher. 8. Now I can generate the tweet. 9. Go back to the article, type {click to tweet} and make that a clickable link (use URL step 8). It is a lot easier than it seems from reading this. By listing every single step, it seems complicated. It is not. Just fiddly.


Note to self: start adding author bio to posts again. I have been slack. I have copy/pasted my blog-posts and forgot to add an author bio. I DO encourage you to do so. Generally, I am against speaking about oneself in 3rd person. Publishing on LinkedIn is an exception. People read your LinkedIn article because one of their connections commented on or shared your post. Your reader does not necessarily know you. An author bio allows them to get to know you and gives you the opportunity to link to your blog.


publishing-on-linkedin-hacks-petra-fisher-linkedin-trainer-consultant-expert-02Yesterday I baked a cake for my daughter. For no particular reason. Just because she felt like chocolate cake and I felt like baking. It turned out beautiful. Except for one thing… Although this is a very interesting story. Especially what followed, it is not what my followers on LinkedIn follow me for. They follow me for tips and insights on LinkedIn, Networking and Personal Branding. If I stay on topic, I become predictable. As soon as people see my mugshot pop up, they know what to expect. You want to be known for your specific expertise. When publishing on LinkedIn, focus on the people who are after that expertise.



Here is a big peeve I have. I see something interesting come along on my LinkedIn Homepage. It is longer than a few lines, so I need to click. So far so good. This takes me to the LinkedIn article. No problem. The story abruptly finishes after 1-2 paragraphs with a “read more” link to an external website. Yuck! I’ve already had to click to get here. Don’t tell me I only clicked to be told to click again. There are other ways to drive traffic from LinkedIn to your website. Add an author bio. Refer briefly to another post you wrote and link. End with something like: “Find more fun LinkedIn Tips on my blog”.


Engagement is key. Each time a person comments, they expose their network to your post. The easiest way to get people to comment is to ask a question. Or to make a STRONG statement. The question is the safer option. When people do comment (bonus tip) make sure to thank them by replying to their comment. This keeps the conversation going. It is also a great way to establish a relationship with the commenter. LinkedIn is after all a network, networking is all about building relationships.

PS The link to all your articles is nice to add to your email signature. Replace my name with what is in the URL to your LinkedIn Profile. There you go! You ended up with 9 tips instead of 7. Good sense in business and blogging: under-promise, over-deliver (10).


>>> Have you published on LinkedIn? Post the title and URL in the comments so we can check it out<<<

What your Search Appearances in LinkedIn tell you.

What your Search Appearances in LinkedIn tell you.

Have you clicked the Search Appearances feature on your profile? Mobile or desktop, your choice. On your LinkedIn profile, you’ll see the number of searches you appeared in. Clicking gives you some handy insights.



I mainly like the second bit of information after clicking on Search Appearances. Where it shows the job-titles of the people. This indicates if you reach the right audience. In my case, the image below shows it is spot on. This wasn’t always the case. I noticed that I showed up in searches by professions outside my target audience. I am happy to say that changing the focus of my profile worked. Keep reading to find out how you can optimise your profile for search.



People looking at you might be a great fit. Although you do not know if they actually LOOKED at your profile. Still, look at the companies of the people who found you. If you are looking for work, you can see if there are jobs going. You showed up in the search result of someone at that company; this might mean that you’ve got what it takes.


Here are some tips with an idea of how they affect your Search Appearances. The quoted figures are from LinkedIn themselves and true in July 2017. In case you read this in the unforeseen future.

  • Profile photo. Members with a profile photo receive up to 21x more profile views than faceless people. As well as 9x more connection requests. Mind you, you will not show up more often in the search for a researcher by wearing glasses or a lab coat.
  • Experience. Members with current positions show up to 16x more in recruiter searches. If you do not have a current position, make one up. Sabbatical focused on … (you are always learning something right).
  • Skills. I mean: skills equals keywords. DUH. We are talking search here! Members with more than 5 skills are 27x more likely to appear in searches by recruiters. Remember you can add 50 skills. Make sure to display them in the right order (find out here how to do that) and review twice a year.
  • Location, location, location. Including the city where you are based makes you stand out up to 23x in searches. At times your postcode may show an area on the other side of your home than where you prefer to work. In that case, add the postcode of where you want to operate professionally.


At the time of writing (July 2017) LinkedIn says: “We’re working to bring you even more insights, such as the keywords that other members are searching to discover your profile.” Now THAT would be a great thing to have back. Remember how we used to be able to see that?

>>> Tell me: what action have you taken after clicking on “Search Appearances”? <<<

Check if your LinkedIn Profile sends a clear message.

Check if your LinkedIn Profile sends a clear message.

People view your LinkedIn profile for your knowledge, experience and skills. You need to make sure though they actually stay on your profile long enough to read. You do this by (A) hitting the nail on the head with your first impression and (B) write in a tone that grabs them.


I can’t stress this enough in training and in blog posts. Don’t tell me what you are good at, show me! Let your experience and achievements do the talking. From your job title, I can guess most of your responsibilities, no need to write them down. Add your responsibilities as skills so people can endorse you. This validates your professionalism and they function as keywords.


You have no control over who visits (and reads) your profile. Your readers are as diverse as they come, so there is no pleasing them all. How about pleasing the ones you like? The people you dream of working with as your next client/partner/employer? That is SO MUCH EASIER than it seems! Stay close to yourself. Don’t pretend. Don’t use formal language if that is not you. The closer you stay to the true you the more your profile resonates with the people you’d LOVE to work with. Easy as that!


It is all very well to write a great LinkedIn Profile, but what if people don’t bother reading it? How do you keep them from visiting one of the other 500+ million members? You will need to make a killer first impression. As superficial as it sounds, your mugshot is the first go/no-go decision your reader makes.
Next up is your headline. It needs to state WHAT you do and WHO you it for. This tells your reader if it is worth their time to continue reading. If you kept them intrigued so far it is time to add a summary. This is where you introduce yourself. What makes you tick, your personality, what makes you stand out from the next person?


I happened to write a workbook that guides you through all the steps and thinking involved. You still need to do the work, but I’ll be there (almost) to hold your hand. Grab your copy of the free LinkedIn Profile Workbook here or by clicking the button top right of this page.

>>>What is the first thing you’ll fix up on your profile after reading this post? Let me know in the comments below<<<