How to stand out on LinkedIn

4 Tips to help insruance brokers optimize their LinkedIn profile

By Bri Cappella, Integrated Marketing Specialist on April 9, 2024
Breaking down the basics of LinkedIn: Part 2 of 4.

Optimizing your LinkedIn profile

According to a study reported on by Forbes, complete profiles are 40x more likely to receive opportunities through LinkedIn! And, FYI, that means more than just signing up and filling in your basic information. So, here are a few tips to help you maximize your profile's potential and set yourself up for success. 

1. Select your profile picture.

Research shows that most people make a first impression of a person within 7 seconds—and, when it comes to LinkedIn, that first impression is most likely your photo! That's why it's important to not only have a picture of yourself on your profile—but to have chosen the right one.

  • Use a professional headshot taken within the last few years.
  • Some best practices for your picture include using a high-res image (ideal size is 400x400 pixels), aiming to have your face fill 60% of the space (so using a close-up picture is better than far away), being the only person in the photo, avoiding distracting backgrounds and presenting an authentic smile (a study found that people view you as more likeable, competent and influential if you smile in your profile pic).
  • If you don't have a professional headshot, here are a few tips from LinkedIn to help you take one yourself. Or, you could even consider using an AI professional headshot creation service!

Here are step-by-step instructions to help you change your photo. >>>


2. Add a custom background image

If someone visits your LinkedIn profile, your banner image at the top of the page is going to be the biggest visual item they see. So, think about what you want that image to be—it could be your favorite quote, a picture from a work event or business-related stock image.

If you don't have an image or your image is the wrong size (the ideal size is 1584 x 396 pixels), Canva is a free site that allows you to use their existing LinkedIn banner templates, upload your own photo so that you can scale/crop appropriately or use free stock imagery to create something new. 

Here are step-by-step instructions to help you change your background image on LinkedIn. >>>

Here's a “Canva for Beginners" video guide. >>>


3. Write an elevator pitch for your “summary" section.

Consider your “about" or “summary" section to be your elevator pitch—AKA a short and simple way to introduce yourself and share your experience.

One framework you can use to help write your summary is this:

  • Start with a hook, or attention-grabber, like asking a question, making a bold declaration or sharing a stat.
  • Share your mission—for example, why you do what you do or what led you to your current role.
  • Sprinkle in your expertise, skills and accomplishments, like your years in the industry or any awards you've received.
  • Check for keywords. Your summary is used in the LinkedIn search algorithm, so be sure to include any keywords that you'd like associated with your profile, like "insurance" and the commercial lines you specialize in.
  • Add a call to action or what you want your connections to do—perhaps give you a call.
  • Make it easy to read. Avoid long, lengthy paragraphs—try to keep your text blocks to two or three sentences max to keep things easy to digest—and double-check for spelling and grammar mistakes.

Here's how to edit your profile—including your summary, headline, education, skills and more. >>>


4. Use an even shorter elevator pitch as your “headline".

Another part of the LinkedIn algorithm is your headline, which is a short descriptor under your name. Whereas users will have to specifically look (and scroll) for your summary, your headline is always front-and-center by your name—making it especially important. You can use your headline to help explain what you do or add some personality to your profile—or a combination of both.

Here are a few examples: 

  • Insurance broker for nonprofit organizations in AZ.
  • Want to compare your insurance coverage? Send me a message.
  • Helping churches stay protected through specialized insurance protections.
  • Insurance Broker | Public Entity Specialist | Dad | Nerd at Heart 
  • Here to help you find insurance coverage + protect your organization.


We get it. If these types of tasks aren't in your wheelhouse—this might seem intimidating. However, while these tips are designed to help you make the most of your profile—you don't have to do everything at once. If it's the picture you're worried about, it doesn't have to be perfect to start. Or, if it's the writing you're dreading, start a Word doc with ideas—that way you're prepared when the writer's block subsides. And, if it's new technology that you're scared of—that's totally understandable, too!

The goal of this series is to help demystify LinkedIn (because if you can use email—you can certainly use LinkedIn!) and help you create a professional, memorable and personal online presence. So, if you're itching to share your first post—we'd encourage you to go ahead and do so! But if you'd rather have some more guidance first—check out part 3 of our LinkedIn series that's focused on sharing content and writing your own!

Bri Cappella, Integrated Marketing Specialist

Bri is an over-enthusiastic dog mom, pop culture fanatic and Instagram addict. She enjoys eating pizza, practicing yoga and hiking.


The information contained in this blog post is intended for educational purposes only and is not intended to replace expert advice in connection with the topics presented. Glatfelter specifically disclaims any liability for any act or omission by any person or entity in connection with the preparation, use or implementation of plans, principles, concepts or information contained in this publication.

Glatfelter does not make any representation or warranty, expressed or implied, with respect to the results obtained by the use, adherence or implementation of the material contained in this publication. The implementation of the plans, principles, concepts or materials contained in this publication is not a guarantee that you will achieve a certain desired result. It is strongly recommended that you consult with a professional advisor, architect or other expert prior to the implementation of plans, principles, concepts or materials contained in this publication.

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