How to make your practice stand out on LinkedIn

9 March, 2020

We are seeing practices use Twitter, Facebook and Instagram in smart and creative ways.

And then there’s LinkedIn – the black sheep of the social media world, at least for architects.The good news is that LinkedIn has changed. In many ways the platform has remembered it is actually a social network. Many features have been added that makes conversations more natural meaning the platform feels less uptight and serious which instantly makes it more appealing for those working in creative industries.

And the strategy seems to be paying off. We’re noticing more architects using the platform. We’ve also had more conversations with architects who take it seriously. For many, LinkedIn not only helps architects stay up to date, but it also helps them connect and create meaningful conversations with people outside the profession – something that doesn’t come naturally -thereby widening their circle of contacts.

If you’re want to make a name for yourself on LinkedIn it’s important you start with the foundations – your profile.

Below we’ve provided a few essential tips.

A headline that actually says what you do

The headline is the small piece of text that features just below your name. But the most people don’t make the most of it often just including a job title and company. But how much does ‘Architect at such-and-such practice’ really explain what you do?

  • You have 120 characters you can work with here – use it!
  • Describe what problem you solve – consider what your value is.

A summary that people want to read

The summary is often what most people instantly scroll to when they visit your profile. It’s a valuable space that can  sell you and your skills.

  • Like the headline, use this to expand on your role, experience, talent and what problem you solve
  • Highlight key achievements that show your expertise. Don’t be afraid to show your personality.
  • People rarely read past the first two sentences. Make sure that first paragraph gets to the point quickly and says what you want it to say.

Your experience helps

There’s a bit of debate here, but I’m going to share my point of view.

Yes, you should include every job you’ve had, even if it wasn’t in architecture. Why? Because humans are complex, and our diversity of experiences is what makes us who we are.

It’s best to use bullet points to summarise your role and achievements. Your most recent experience should be more detailed, and reduce down as you go further into the past.

Use an attention-grabbing profile photo

People who add a photo to their profile get 21 times more profile views and up to 36 times more messages.

The perfect photo should bear in mind the following:

  • Make sure you are in the centre of the frame – and that you take up at about 60% -70% of the image.
  • Please consider smiling
  • Wear what you would wear to work.
  • Choose an environment that’s well lit
  • Avoid plain white backgrounds – this isn’t a passport photo

Show off

One thing architects can be proud of is the tangibility of their work. Under the experience section it is now possible to add photos, videos, documents and links. So, instead of just describing your roles and expertise, prove it. Include a photo of a project you worked on, or a link to a case study.

Support each other

Recommendations, which are essentially testimonials, are a powerful way of showing that an individual is trusted within their industry.

Asking for recommendations from people you have worked with is not only important in terms of building a more trustworthy profile, it can also it can be a great way of engaging with that individual and showing the respect you have for them.

There’s nothing wrong with a little vanity (URL)

Having a Vanity URL (aka custom URL) that links to your LinkedIn profile can make it far easier to share. You can display it on a business card or on your email signature. It’s also more aesthetically pleasing to other users. You can see how to set this up here.


The Archiboo Awards launch in May 2020. There are two awards for social media – one for an individual and the other for a practice.