LinkedIn as part of your career strategy

Creating your LinkedIn profile for maximum authority

Many people only start paying attention to LinkedIn when they are actively looking for a role.
By that point, they are already behind in terms of networking, attracting headhunters,
and demonstrating the strength and relevance of their professional network to employers and partners.
It can feel counter-intuitive, but it is best to avoid overt job-hunting language even if you are
quietly considering a move. Those who appear established and in demand are far more attractive to
recruiters than candidates who look like they are openly chasing their next role.

selection criteria writer melbourne
LinkedIn strategy

Who benefits from investing in a LinkedIn profile?

LinkedIn delivers the most value for executives, professionals shaping a longer-term career path, and those in leadership, sales, or marketing roles. It is not essential for every general job application, but its importance increases as seniority, visibility, and influence matter more.

LinkedIn is a powerful self-marketing tool for career-focused professionals. A well-written profile can attract headhunters, Melbourne-based recruiters, and direct approaches from employers, while supporting networking and visibility in ways a resume or CV alone cannot.

Used properly, it enables quiet networking, draws the attention of recruiters, and signals credibility, influence, and depth of experience to boards and senior decision-makers. A strong LinkedIn profile reinforces your authority, reflects how you think and lead, and complements your CV rather than repeating it, often opening doors before you actively start looking.

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What exactly can LinkedIn do for my career prospects?

Executive and professional roles

LinkedIn plays a central role in business networking at senior level. Used properly, it allows executives and professionals to build visibility, demonstrate credibility, and strengthen commercial relationships. A well-positioned profile helps establish authority, build trust, and attract interest from employers, boards, clients, suppliers, investors, and strategic partners.

Your current or most recent senior role is one of your strongest credentials. Leading with it gives you referred authority, drawing on the credibility of the organisation and outcomes achieved under your leadership. This positions you as a trusted industry voice rather than an active jobseeker.

Sales, marketing, and thought leadership roles

For commercial, advisory, and growth-focused roles, LinkedIn acts as a live credibility platform. It supports relationship building, inbound enquiries, and influence at scale. Profiles that clearly articulate market insight, commercial judgement, and value creation tend to attract stronger and more relevant opportunities.

The basic rules for creating a LinkedIn profile

A strong LinkedIn profile is not a copy of your CV. It is a positioning tool that signals how you think, operate, and add value in a business context.

  • Authenticity - Write in a natural, business-focused voice. Emphasise commercial outcomes, partnerships, and sector expertise rather than overt job seeking. Avoid generic, AI-generated phrasing and make the profile recognisably yours.
  • Credibility - Support claims with evidence. Use outcomes, metrics, client feedback, or external recognition to demonstrate genuine impact and authority.
  • Thought leadership - Share informed views on trends, risks, and opportunities in your sector. Engaging thoughtfully with relevant content helps build trust and strengthens professional relationships.
  • Visibility through engagement - Join industry-relevant LinkedIn groups and contribute to discussions. Consistent, informed participation increases visibility and reinforces your expertise.
  • Business alignment - Position your role in the context of organisational objectives. Show how your leadership, judgement, or commercial focus contributes to broader business outcomes and helps others succeed.
Employers, suppliers, and prospective partners have similar needs. They want to know what you can do for them; how authentic, innovative, approachable, and reliable you are. Most headhunters scour LinkedIn for the sought-after, so make sure that you fit the bill.

Seven steps to build an executive LinkedIn profile

selection criteria Writer, Melbourne

An effective executive LinkedIn profile is not overtly about job hunting. It is about positioning. Used well, it reinforces authority, signals credibility, and supports long-term career and commercial goals. These seven steps provide a practical framework for building a profile that works quietly in the background while you focus on leading.

1. Crafting a compelling LinkedIn headline

Your headline should quickly explain who you are and the value you bring. Go beyond a job title and spell out the impact of your role, the problems you solve, or the outcomes you are known for.

  • Chief Executive - Driving digital transformation across FTSE 250 organisations | Growth, scale, and operational resilience
  • Board Director - Governance and risk specialist | Supporting listed companies through complex regulation
  • Managing Director - Building high-performing teams | Delivering market expansion for global brands
  • Marketing Executive - Leading brand growth and demand strategy | Commercial outcomes in competitive markets
  • Senior Medical Practitioner - Clinical leadership and service governance | Improving patient outcomes and system performance
  • Head Teacher - Educational leadership and school improvement | Curriculum delivery, staff development, and student outcomes
  • Senior Public Sector Executive - Policy leadership and accountability | Delivering programs within complex regulatory environments
  • Civil Engineer - Infrastructure delivery and risk management | Major projects, safety compliance, and stakeholder coordination

2. Writing an engaging LinkedIn summary

Think of the summary as your business introduction. It should explain what your organisation does, your role in its success, and why that matters. Keep it focused, commercial, and grounded in outcomes rather than titles.

  • Organisation overview - A brief explanation of what the organisation does and where it operates
  • Your leadership role - How you contribute at senior level and the outcomes you are accountable for
  • Distinct value - What differentiates the organisation or your approach in the market
  • Call to action - A simple prompt to connect or continue the conversation

Example: “As CEO of [Organisation Name], I lead a senior team focused on sustainable growth in the [industry] sector. Over [number] years, we have strengthened market position through [specific outcomes], helping clients navigate complexity and change. I value strategic partnerships and thoughtful leadership. Happy to connect.”

3. Detailing your executive experience

Your experience section should highlight impact, not just responsibility. Focus on results achieved for the organisation, supported by context and scale.

  • Growth - Led and delivered a strategic growth plan resulting in sustained revenue uplift
  • Partnerships - Built senior partnerships that opened new markets or strengthened capability
  • Expansion - Oversaw entry into new regions or sectors, improving market reach and resilience

4. Highlighting skills and endorsements

List skills that reflect senior-level capability such as leadership, strategy, governance, transformation, and commercial judgement. Endorsements from peers and partners reinforce credibility and improve profile visibility.

5. Gathering LinkedIn recommendations

Recommendations act as third-party validation. Request them from people who can speak to your leadership style, outcomes delivered, and the value you bring. Clear guidance helps ensure they are specific and relevant.

6. Adding media and case studies

Supporting material strengthens your profile by showing evidence, not just claims.

  • Case studies - Examples of complex challenges solved or transformations delivered
  • Media coverage - Articles or commentary that reference your leadership or organisation
  • Published insight - Thought pieces or interviews that demonstrate sector understanding

7. Staying active and visible

A strong profile works best when paired with thoughtful activity. Executives who engage regularly signal relevance and authority. Share informed commentary, acknowledge organisational milestones, and engage with credible sources such as the AFR, The Economist, or professional institutes. This positions you as established and selective, rather than available.

Consistent engagement with respected publications and institutions signals credibility. Authority built through visible leadership carries far more weight than any job-seeking profile.

If you need help with your CV or resume, you view the packages by clicking the buttons below. I'll contact you within 24 hours to work on your CV until you're satisfied with the outcome. Additional services are also available if needed.

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CV or Resume, which should I use?

First job or haven't needed a resume for a long time? Start here. More...

Resume - In the Melbourne job market, a resume is usually a concise two to three page document that summarises your skills, education, strengths, and experience. It should focus on what is most relevant to the role, and make it easy for an employer to see why you should be shortlisted.

CV - A CV (curriculum vitae) is most common in academia and research, and in some highly technical fields. It covers similar ground to a resume, but typically includes additional credentials such as publications, presentations, grants, professional affiliations, and referees. The term is Latin for "the course of one’s life".

Not sure? - In parts of Australia, "CV" and "resume" are often used interchangeably, which can be confusing. Always follow the employer’s application instructions, and if the role is important, seek advice so you submit the right document. Choosing the wrong format can cost you an interview.

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Do I need a cover letter?

Resumes or CVs almost always need to be accompanied by one, but what type? More...

Purpose of a cover letter - A cover letter tailors your resume or CV to a specific Melbourne role. For many employers, it is the first screening step. If it does not meet expectations, your resume may not be reviewed. It provides a short narrative that links your experience to the employer’s selection criteria.

What to include - Use your cover letter to explain how your skills, experience, and qualifications fit the role, and to demonstrate genuine interest in the organisation. Both the resume or CV and the cover letter exist to market you, so employer needs should always come first.

When a cover letter matters - Each application requires a tailored cover letter. Reusing generic letters is one of the most common reasons candidates fail to reach interview stage.

Online applications - In online systems, the cover letter may appear as a short written statement or eNote. It serves the same purpose, and carries the same weight, as a traditional cover letter.

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LinkedIn and CVs or resumes

Should you consider creating a LinkedIn profile, and why? More...

Do I need LinkedIn? - LinkedIn is most relevant for executives, professionals building a career trajectory, and those in sales, marketing, or leadership roles. It is not essential for every general job application, but it becomes increasingly important as seniority increases.

Why LinkedIn matters - LinkedIn is now a key self marketing tool for career focused candidates. A well written profile can attract headhunters, Melbourne based recruiters, and direct approaches from employers. It also supports networking and visibility in ways a resume alone cannot.

Consistency counts - Employers commonly review LinkedIn to sense check a candidate’s background. Your LinkedIn profile should align closely with your CV or resume, as inconsistencies can raise doubts.

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What are your qualifications?

The industries I specialise in, and why I am qualified to help you. More...
Professional background - I have worked directly with major organisations in biotech, mining, resources, marketing, HR, and recruitment. Over many years, I have supported applicants pursuing roles across Australia, the UK, and the United States. With a degree in Information Science, I bring a practical understanding of how digital recruitment systems and screening tools operate, and how candidates are assessed within them. I hold dual UK and Australian citizenship with extensive experience across both markets.

Sector experience - My consulting work spans a wide range of organisations, including energy providers, universities, police services, the ADF, state government bodies, health services, information services firms, and large private enterprises. I regularly work with candidates across sectors such as:
  • Mining, resources, oil and gas roles
  • Pharmaceutical, biotech, health, and nursing positions
  • Primary, secondary, and tertiary education, including leadership roles
  • Corporate management and C suite appointments, including international roles
  • Political, chief of staff, and party pre selection applications
  • Government roles at local, state, and federal level
  • Franchise applications and commercial operator submissions
  • Capability statements for professionals and contractors
  • Marketing and sales leadership roles
  • IT, AI and digital leadership positions
  • ADF and former ADF applications
My credentials - I am a founder-member of the UK-based CVRA, which professionally certifies and educates CV and Resume Writers worldwide.

Certified Resume Writer Corporate consultancy - I have delivered resume writing seminars and outplacement workshops for Australian state and local government employees, as well as universities in Australia and the UK.
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What is the Resume creation process?

A resume carefully designed to pass ATS filters & appeal to the employer. More...

My role is to guide and support you with clear, honest advice as your resume takes shape. It must sound like you, because you will need to stand behind it at interview. If you are not targeting a specific role, I will shape your resume around broader industry expectations to appeal to multiple employers. Where a particular role is in scope, a tailored resume will always deliver stronger results.

How we create your resume together

Here is how the process works:

  • Initial conversation

    We begin with a detailed discussion about your background, experience, and career goals. This gives me the context needed to represent you accurately and effectively.

  • Drafting your resume

    Using our discussion as a foundation, I develop a resume that reflects your strengths and aligns with what employers are looking for.

  • Bringing your strengths forward

    The focus is not just on listing roles. We draw out what differentiates you, so your experience feels relevant and compelling rather than generic.

  • Review and refinement

    We review the document together for clarity, structure, accuracy, and tone, refining it until you are confident submitting it.

  • Ensuring it gets through screening

    As most employers use ATS software, I ensure your resume is formatted and written to pass automated screening and reach human decision makers.
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Do I need a General or Executive Package?

Executive applications typically involve more complex selection criteria. More...

General roles - These applications are for positions where you are not accountable for overall staff or budget management. You may supervise others without full managerial responsibility. Common examples include hospitality, healthcare, trade, and operational roles.

Executive roles - Executive applications require a different level of strategy. These roles involve direct responsibility for people, budgets, and outcomes, from senior management through to C suite appointments. Selection criteria are often detailed and demanding, and an executive resume must demonstrate leadership capability, strategic judgement, and measurable impact.

When choosing between a general or executive package, consider the level of accountability involved and the complexity of the selection criteria for the role you are targeting.
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How do I choose the right package?

It pays to start with a close look at the job ad and job description. More...

Start with the job advertisement - The job ad sets out exactly what the employer is seeking, and should guide which documents you need and how comprehensive they must be.

What the packages include - Resume packages are built around four core components: the resume or CV, a cover letter, LinkedIn, and selection criteria. A resume on its own is rarely enough to secure an interview in competitive Melbourne roles.

  • Resume or CV - A focused summary of your qualifications, skills, experience, and achievements, written to align closely with the role’s selection criteria.
  • Cover letter - Often submitted online as a short written statement, this translates your experience into a clear, role specific pitch.
  • LinkedIn - Developed from your resume, LinkedIn supports your application by reinforcing credibility and visibility. It is essential for senior, commercial, and network driven roles, but less critical for entry level or general positions.
  • Selection criteria - Many roles require written responses addressing essential and desirable requirements, covering skills, knowledge, experience, and outcomes.
    • In government, education, health, and not for profit roles, a separate selection criteria document is commonly required.
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