A few times in the past week I have encountered colleagues who are in the midst of a pivot in their careers.

Some of them are spinning on two of their 4 wheels to negotiate hairpin turns, others are adjusting with slight adaptations to another ancillary segment of his market, and another is in between, making structural changes to her business to cater better to market her offerings to her clients.

So it got me thinking, are they equally effective in making their paradigm shifts, whether dramatic or subtle, on all their LinkedIn profiles: personal profile and (lest we forget,) the company Page(s)?

In all three cases, even if they made slight adaptations, it was all too sparingly, such that the new aspects never really came forth with why (!) they were making the changes, and how well (!!) that will support prospects’ decisions to hire their services, and the simultaneous need to inform new and existing clients, vendors, investors, associates, etc.

Mistakes, on all fronts, but certainly repairable by:

  • renovating their About section,
  • recasting their present-day Work Experience job,
  • adding a great graphic with a short blurb to their Featured section to showcase the changes, and
  • rewriting their company Page(s) with the list of newsworthy changes and how each item improves their delivery to the clients’ needs.

My advice, since these changes are heady and cerebral: don’t let your brain race into new business changes without recasting your LinkedIn profiles to help you market those changes.

Yes, this is you putting your brand marketing to work for you. Get ahead of the changes in your profile and introduce them, dripping them in, and make the announcement more effective when you implement the changes in your business.