If you truly want to craft a killer LinkedIn profile, the guy who helped create the world's largest social network for professionals has a few tips.

During a video interview, LinkedIn co-founder Reid Hoffman shared the biggest missteps he sees users making with their LinkedIn profiles.

What follows are four specific tips Hoffman says will help separate your LinkedIn profile from the rest of the pack on the network. And given that LinkedIn now has roughly 435 million members in 200 countries, that's quite a pack!

Tip 1: Get Found!

"We live in a networked age. So what's your strategy for being found?" Hoffman asks during the video interview. "Someone might be looking for you--your product, your specific skill set. Be able to be found."

The more completely you fill out your profile, Hoffman says, and the more information it contains about who you are and what you do for others, the better chance you have of being discovered on the network.

Tip 2: Have a Goal!

"You should have a goal for your profile," Hoffman says. "With my profile, I look at who I want to target and have my profile appeal to."

Hoffman goes on to share one on of my favorite tips--to make your profile what I call "client-facing"--meaning it's written in a way that appeals directly to your ideal employer, client, or customer.

The key is this: It's not as much about listing your work history and job duties like on a résumé as it is showing how you can help your ideal customer or employer achieve his or her professional goals via the products, services, or skill sets you provide.

"Have your profile written from a viewpoint [that appeals to] the people searching for or reading your profile," Hoffman adds. "And they read it, and think, 'Oh, [you are] someone I want to talk to!'"

Tip 3: Be Unique!

Although LinkedIn is a "professional," suit-and-tie type social network, that doesn't mean you have to scrub all traces of personality and individuality from your profile page, photos, or posts.

No matter what type of product or service you provide, people still want to work with other people. As a result, we naturally gravitate toward hiring and partnering with people we know, like, and trust.

If your LinkedIn profile is a faceless avatar with no information beyond a dry description of the job duties you perform or services you provide, it will be difficult to bridge that gap with potential customers and business partners.

"What things are uniquely you?" Hoffman asks. "You can put in your hobbies, but it's not so much those personal things even as it is some genuine expression of what kind of work you do, what you're an expert in, the kind of things you're interested in."

Tip 4: Get Social Proof!

Some of the most underutilized and undervalued tools on LinkedIn, according to Hoffman, are endorsements and recommendations.

The reason is simple--because LinkedIn requires users to attach their real name, face, and profile page with any endorsement or recommendation they give someone, it reduces the likelihood of fake testimonials.

"That is a very useful thing," Hoffman says. "There is an incentive for people not to lie in public."

When you endorse someone or write a recommendation for another person on LinkedIn, the whole world sees your name, face, and the public information attached to it.

"When someone is looking at your profile and is looking to present you with an opportunity, they are going to see that you are someone they want to talk to," Hoffman says. "Because it's not just you saying that you're good at something--other people are saying it, too."

So, if you haven't already, now would be a good time to take Hoffman's advice and start putting these tips into action with your LinkedIn profile.

The Biggest LinkedIn Profile Mistakes You Can Make
Published on: Jul 12, 2016