Welcome to issue #081 of LinkedIn Unlocked. Twice a week, I share practical, unfiltered advice for free to help senior executives land their next role—faster, and without wasting time on strategies that don't work.
I've spent 20 years in the medical devices industry, including 5 at the C-level.
Today, I lead the global life sciences practice at one of the top 10 executive search firms worldwide. I know exactly how headhunters use LinkedIn—because I do it every day.
Last week, I decided to test something.
I asked ChatGPT for LinkedIn optimization tips—the same kind of advice thousands of executives are getting every day.
The results?
25 tips that ranged from "completely useless" to "career sabotage."
And here's the scary part: this garbage advice is everywhere. LinkedIn influencers are sharing it. Career coaches are selling it. Executives are following it.
But it's not working.
The AI Advice Problem
Here's what people don't understand about AI-generated career advice:
Garbage in, garbage out.
AI models learn from existing content on the internet. And guess what's all over the internet? Terrible job search advice from people who've never actually recruited anyone.
Career coaches who've never filled an executive role. LinkedIn "gurus" who've never used LinkedIn Recruiter. Resume writers who don't understand how search algorithms work.
This becomes the training data. Then AI spits it back out as "expert advice."
The result? You're getting career guidance from people who fundamentally don't understand how executive hiring actually works.
The 25 Tips: Scored by a Real Headhunter
Let me break down ChatGPT's advice and show you what really matters:
1. Fix your profile photo visibility
Original advice: Click the tiny globe icon and make sure everyone can see your face. Done in under 5 seconds.
Score: 5/10
Comment: Completeness boosts profile ranking, but this is hygiene, not a differentiator.
2. Use a clean, professional headshot
Original advice: No car selfies, no vacation beers. Just your face, good lighting, simple background.
Score: 5/10
Comment: Increases credibility, but doesn’t influence recruiter search results.
3. Add a background banner
Original advice: A banner is free advertising space. Use your company’s, your personal branding, or something visual but relevant.
Score: 1/10
Comment: Cosmetic. Doesn’t impact database search visibility at all.
4. Shorten your LinkedIn URL
Original advice: No one wants linkedin.com/in/someguy37493820. Clean it to linkedin.com/in/YourName.
Score: 1/10
Comment: Cosmetic. Zero effect on recruiter searches.
5. Rewrite your headline
Original advice: This is not your job title. It’s your promise of value. Use keywords plus a hook.
Score: 5/10
Comment: Absolutely critical to have a good headline. Headline is one of the three biggest search drivers. But do NOT write a promise of value rather use the golden formula: JOB TITLE | GEOGRAPHIC SCOPE | INDUSTRY | SUBSECTOR | KEY DIFFERENTIATOR
6. Add keywords to headline
Original advice: Recruiters search by terms, not by poetry. Fit in role-specific keywords.
Score: 10/10
Comment: Central to the Golden Formula. Without keywords, you’re invisible.
7. Optimize profile photo crop
Original advice: Your face should fill 60% of the frame. Don’t look like a distant cousin in a crowd shot.
Score: 2/10
Comment: Presentation fix. Doesn’t change recruiter visibility.
8. Update current position
Original advice: Make sure it’s current, accurate, and keyword friendly.
Score: 10/10
Comment: Job titles are primary recruiter search filters. Critical.
9. Add 2–3 past roles
Original advice: Even if they’re older, they build credibility and show progression.
Score: 5/10
Comment: Add all your past roles, it increases keyword density and findability.
10. Fill in “About” section
Original advice: Write 3–4 short paragraphs: what you do, why you do it, who you help, and proof of credibility.
Score: 5/10
Comment: Must-fill section. 2600 characters = prime keyword real estate.
11. Start with strong first 3 lines
Original advice: On mobile, only these are visible before “see more.” Hook them fast.
Score: 1/10
Comment: You write your LinkedIn profile for the algorithm, not for human readers. Nobody reads this.
12. Add a clear call to action
Original advice: Invite people to connect, email you, or visit your website.
Score: 3/10
Comment: Networking boost, not a visibility driver.
13. Use bullet points in “About”
Original advice: Helps skimmers digest your key wins.
Score: 1/10
Comment: Bullet points lead to keyword stuffing, an old technique used by SEO gurus to cramp in as many keywords as possible. However, algorithms see through this; they want keywords in a sentence in a context.
14. Add achievements under each role
Original advice: Not job duties. Results. Metrics. Bragging rights.
Score: 1/10
Comment: Recruiters don’t search for numbers; we look for competencies, skills, and experiences. Keywords are the only things that matter.
15. Add keywords to job descriptions
Original advice: Yes, keyword stuffing works here, just do it naturally.
Score: 9/10
Comment: Critical. Keywords in experience descriptions drive visibility.
16. Fill in skills section (50 max)
Original advice: Prioritize those you want to be found for.
Score: 8/10
Comment: I advise maxing out all 100 slots (the 50 Linkedin suggested is 2 year old data). Essential for filtering.
17. Pin top 3 skills
Original advice: These appear first—make them strategic.
Score: 1/10
Comment: Irrelevant, filling all slots is the important thing.
18. Get endorsements on those skills
Original advice: Even if it feels silly, it’s social proof.
Score: 1/10
Comment: Does not add credibility (we know it’s biased). The algorithm doesn’t weigh endorsements and … in Linkedin Recruiter we do not get to see them.
19. Add education (with details)
Original advice: Recruiters filter by schools. Don’t hide it.
Score: 5/10
Comment: Add it for completeness, but we don't use it as a search criteria.
20. Add certifications and licenses
Original advice: Industry credibility booster.
Score: 1/10
Comment: Totally irrelevant.
21. Add volunteer experience
Original advice: Shows values and soft skills.
Score: 1/10
Comment: Nice human touch, but irrelevant for search visibility.
22. Add 3 featured items
Original advice: Articles, posts, or PDFs that show authority.
Score: 1/10
Comment: The algorithm doesn’t care.
23. Request recommendations
Original advice: 2–3 strong ones are enough to add credibility.
Score: 1/10
Comment: Irrelevant (see point 18)
24. Post consistently
Original advice: Even once per week builds visibility.
Score: 1/10
Comment: Use the time you woukd spend on writing posts on optimizing your LinkedIn profile, reaching out to headhunters and using your secondary network instead. 1000% more efficient
25. Engage with others’ posts
Original advice: Like, comment, share. Visibility without content creation.
Score: 5/10
Comment: Engagement signals help your ranking in searches, but far weaker than keyword optimization.
What This Means for Your Job Search
If you're following AI-generated LinkedIn advice, you're likely:
❌ Wasting time on cosmetic fixes that don't impact visibility
❌ Writing your profile for humans instead of search algorithms
❌ Missing the keywords that actually get you found
❌ Following outdated strategies from 2015
Meanwhile, your competition is getting found because they understand how LinkedIn Recruiter actually works.
The Real LinkedIn Optimization Formula
Here's what actually matters when headhunters search:
1. Job Title Optimization
Use standard industry titles, not your company's creative versions. "Vice President of Sales" gets found. "Chief Revenue Ninja" doesn't.
2. Keyword Density
Pack your headline, About section, and experience with searchable terms. I'm looking for "P&L Management," not "passionate leader."
3. Skills Section Maximization
Use all 100 slots with specific, technical competencies. Not "Leadership" and "Communication."
4. Industry-Specific Language
Include variations of your industry terms. "Medical Devices," "MedTech," "Healthcare Equipment"—all of them.
🔎 Want recruiters to find YOU instead of chasing job postings? Click here to unlock the secrets.
Your Next Move
Stop trusting AI for career advice.
Stop following LinkedIn influencers who've never recruited anyone.
Stop optimizing for humans when algorithms determine your visibility.
Start optimizing for how headhunters actually search.
Because here's the truth: I've placed hundreds of executives. None of them got hired because of their background banner or custom URL.
They got hired because I could find them when it mattered.
Make yourself findable. Everything else is just noise.
Your expertise deserves better than radio silence from recruiters.
Till next time,
Kristof
P.S. Want to see exactly how headhunters search LinkedIn? I've built a course that shows you the real optimization strategies that actually work—no AI fluff, just insider knowledge from someone who does this every day. Get it here →
Thank you for this. Do you have advice for people open to switching industries to get attention of recruiters? For instance, my main career is as a Co-Executive Producer in television, which isn’t really a transferable title into marketing, advertising, consulting, etc… so how would you position an executive level in one industry into another?