Linkedin Personal Branding

LinkedIn Personal Branding Skill

⚠️ CRITICAL: Mandatory Requirements

Every audit MUST include these elements - no exceptions:

| Requirement | What | Why | |-------------|------|-----| | Industry Classification | Identify user's industry/sector | Determines which benchmarks to apply | | Profile Type | Employee / Consultant / Freelancer / Entrepreneur / Job Seeker | Affects recommendations (e.g., Services section) | | Target Audience | Recruiters / Clients / Peers / Investors / Partners | Shapes content and positioning strategy | | Engagement Rate | CALCULATED: (R+C+S)/Impressions×100 | Raw numbers alone are meaningless | | SSI Score | Actual score OR estimation with note | Key performance indicator |

These fields appear in the report header and metrics section. Do not skip them.

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Overview

This skill enables comprehensive LinkedIn profile analysis, personal branding assessment, and actionable optimization recommendations using Claude for Chrome browser automation. It helps professionals improve their visibility, engagement, and professional positioning on LinkedIn.

Works for ANY industry: Tech, Finance, Healthcare, Legal, Marketing, HR, Consulting, Creative, Nonprofit, and more. See references/metrics_benchmarks.md for industry-specific benchmarks.

Requirements:

• Claude for Chrome extension installed and connected
• User has LinkedIn profile open in their browser
• User is logged into LinkedIn (for access to private metrics like profile views)

Core Workflow

Step 1: Determine Analysis Type

Identify what type of LinkedIn work is needed:

A. Full Profile Audit

• Comprehensive analysis of all profile elements
• Output: Complete audit report with scores and recommendations

B. Quick Profile Review

• Fast assessment of key profile elements
• Output: Priority action items and quick wins

C. Content Strategy Analysis

• Focus on posts, engagement, and content performance
• Output: Content recommendations and posting strategy

D. Visibility Optimization

• Focus on discoverability and search appearances
• Output: Keyword and SEO optimization recommendations

Step 1b: MANDATORY - Profile Classification

⚠️ REQUIRED: Before any analysis, you MUST identify and document:

| Field | How to Determine | Example Values | |-------|------------------|----------------| | Industry/Sector | Job titles, company types, content topics | Tech, Finance, Healthcare, Consulting, etc. | | Profile Type | Current role structure | Employee, Consultant/Freelancer, Entrepreneur, Job Seeker | | Target Audience | Who they want to reach | Recruiters, Clients, Peers, Investors, Partners | | Geographic Focus | Location + language | Local, Regional, Global |

Classification Questions to Answer:

1. What industry does this person work in? (Check job titles, skills, content)
2. Are they an employee, consultant, freelancer, or entrepreneur?
3. Who is their target audience on LinkedIn?
4. What is their primary language/market?

This information MUST appear in the audit report header:

**Industry/Sector:** [IDENTIFIED INDUSTRY]
**Profile Type:** [Employee / Consultant / Freelancer / Entrepreneur / Job Seeker]
**Target Audience:** [Recruiters / Clients / Peers / Investors / Partners]

Why This Matters:

• Benchmarks vary significantly by industry (see metrics_benchmarks.md)
• Recommendations differ for employees vs. consultants
• Content strategy depends on target audience

Step 2: Gather Profile Information

Use Claude for Chrome browser tools to access the LinkedIn profile. The user should have LinkedIn open in their browser.

Chrome DevTools MCP Tools for LinkedIn Analysis:

| Tool | MCP Tool Name | Use For | |------|---------------|---------| | List Pages | mcp__chrome-devtools__list_pages | Get browser tabs, find LinkedIn tab by URL | | Select Page | mcp__chrome-devtools__select_page | Select LinkedIn tab for operations | | Snapshot | mcp__chrome-devtools__take_snapshot | Extract accessibility tree with element UIDs | | Screenshot | mcp__chrome-devtools__take_screenshot | Capture visual elements (photo, banner) | | Navigate | mcp__chrome-devtools__navigate_page | Navigate to URLs or back/forward | | Click | mcp__chrome-devtools__click | Click elements using UID from snapshot | | Wait For | mcp__chrome-devtools__wait_for | Wait for text to appear (lazy content) | | Hover | mcp__chrome-devtools__hover | Scroll element into view |

Workflow:

1. Call mcp__chrome-devtools__list_pages → find pageId where URL contains "linkedin.com/in/"
2. Call mcp__chrome-devtools__select_page with the pageId to focus LinkedIn tab
3. Call mcp__chrome-devtools__take_snapshot → returns accessibility tree with UIDs (e.g., [uid1], [uid2])
4. Call mcp__chrome-devtools__take_screenshot → analyze profile photo and banner quality
5. For lazy-loaded sections: mcp__chrome-devtools__hover to scroll → re-snapshot to get new content

Key sections to analyze:

Profile Foundation

• Profile photo (quality, professionalism, approachability)
• Banner/background image (branded, relevant, memorable)
• Headline (value proposition, keywords, impact)
• About section (storytelling, keywords, call-to-action)
• Custom URL (clean, professional)

Professional Story

• Experience section (completeness, achievements, metrics)
• Education (relevance, completeness)
• Skills (relevance, endorsements count, top 3 pinned)
• Certifications (industry relevance, credibility)
• Recommendations (quantity, quality, recency)

Visibility & Engagement

• Featured section (portfolio, links, media)
• Activity/posts (frequency, engagement rates)
• Followers count
• Connections (500+ indicator)
• Publications and articles

Network Signals

• Groups membership
• Newsletter subscriptions
• Interests followed

Step 3: Score Profile Elements

Use the scoring framework from references/scoring_framework.md to evaluate each element.

Scoring Categories (1-10 scale):

| Category | Weight | Key Factors | |----------|--------|-------------| | Visual Identity | 15% | Photo quality, banner relevance, visual consistency | | Headline | 15% | Value proposition, keywords, memorability | | About Section | 15% | Story structure, keywords, CTA | | Experience | 20% | Completeness, achievements, metrics | | Skills & Endorsements | 10% | Relevance, endorsement count | | Recommendations | 10% | Quality, diversity, recency | | Activity & Content | 15% | Posting frequency, engagement rate |

Overall Score Interpretation:

• 90-100: Elite (Top 1% of LinkedIn profiles)
• 80-89: Excellent (Strong personal brand)
• 70-79: Good (Solid foundation, room for improvement)
• 60-69: Average (Missing key optimizations)
• Below 60: Needs Work (Significant improvements required)

Step 4: Analyze Key Metrics

Track and benchmark these metrics (see references/metrics_benchmarks.md):

Visibility Metrics

• Profile views (weekly/monthly trend)
• Search appearances
• Post impressions

Engagement Metrics

• Engagement rate (target: 2-8% for B2B)
• Comments per post
• Share rate

⚠️ MANDATORY: Calculate Actual Engagement Rate

You MUST calculate and report the engagement rate, not just show raw numbers:

Engagement Rate = (Reactions + Comments + Shares) / Impressions × 100

Example Calculation:

Post data: 1,376 impressions, 15 reactions, 1 comment, 0 shares
Engagement Rate = (15 + 1 + 0) / 1,376 × 100 = 1.16%

Interpretation: 🟡 Average (1-2%) - needs improvement
Target: 3%+ for good engagement

Always include in the report: | Metric | Raw Value | Calculated | Benchmark | Status | |--------|-----------|------------|-----------|--------| | Engagement Rate | 16 interactions / 1,376 impressions | 1.16% | 3%+ | 🟡 Below target |

Growth Metrics

• Follower growth rate (target: 10%+ monthly)
• Connection acceptance rate (target: 40%+)

⚠️ MANDATORY: Social Selling Index (SSI)

The SSI score is critical for measuring LinkedIn effectiveness. You MUST either:

Option A - User provides SSI: Ask user to visit linkedin.com/sales/ssi and share their score, then document:

| SSI Component | Score | Target |
|---------------|-------|--------|
| Establish professional brand | X/25 | 20+ |
| Find the right people | X/25 | 15+ |
| Engage with insights | X/25 | 18+ |
| Build relationships | X/25 | 18+ |
| **TOTAL SSI** | **X/100** | **70+** |

Option B - SSI not available: If user cannot access SSI, document in report:

**SSI Score:** Not available (user should visit linkedin.com/sales/ssi to check)
**Estimated SSI Range:** [X-Y] based on profile completeness and activity

SSI Estimation Guide (when actual score unavailable): | Profile Characteristics | Estimated SSI | |------------------------|---------------| | All-Star profile + active posting + engaged network | 70-85 | | Complete profile + regular posting | 55-70 | | Basic profile + occasional activity | 40-55 | | Incomplete profile + minimal activity | Below 40 |

Step 4b: Advanced Analysis Areas

Keyword/SEO Analysis

• Identify target keywords for user's industry/role
• Check keyword presence in: Headline, About, Experience, Skills
• Assess search visibility for target terms
• Recommend keyword additions for discoverability

Profile Completeness Check

• [ ] Profile photo uploaded
• [ ] Custom banner image
• [ ] Headline customized (not just job title)
• [ ] About section filled (500+ characters)
• [ ] Current position with description
• [ ] 2+ past positions
• [ ] Education listed
• [ ] 5+ skills added
• [ ] Location set
• [ ] Industry selected

→ All checked = LinkedIn "All-Star" profile status

Multilingual Profile Analysis (if applicable)

• Primary language alignment with target audience
• Secondary language profile completeness
• Consistency across language versions
• Keyword optimization in both languages
• Recommendation: Keep both versions equally updated

LinkedIn Features Assessment | Feature | Status | Recommendation | |---------|--------|----------------| | Creator Mode | On/Off | Enable if posting 3+/week | | Open to Work | On/Off | Enable if job seeking (visible to recruiters only) | | Providing Services | On/Off | Enable if freelancer/consultant | | Newsletter | On/Off | Consider if 1000+ followers | | Custom URL | Set/Default | Always customize | | Verification Badge | Yes/No | Add if available |

Network Quality Assessment

• Connection diversity (industries, roles, seniority)
• Percentage of 1st-degree connections in target audience
• Key influencers/decision-makers in network
• Group membership relevance

Step 5: Generate Recommendations

Provide actionable recommendations using the priority framework:

Priority Matrix:

• Quick Wins (High impact, Low effort): Do immediately
• Strategic Initiatives (High impact, High effort): Plan carefully
• Nice-to-haves (Low impact, Low effort): Do when possible
• Avoid (Low impact, High effort): Not worth resources

Recommendation Categories:

1. Profile Optimization

• Photo and banner improvements
• Headline rewriting
• About section restructuring
• Skills reorganization

1. Content Strategy

• Posting frequency (target: 3x/week minimum)
• Content pillars definition
• Best posting times
• Content formats (carousels, videos, polls)

1. Engagement Strategy

• Comment engagement tactics
• Network growth approaches
• Recommendation requests
• Group participation

1. Visibility Enhancement

• Keyword optimization
• Featured section curation
• Publication strategy
• Creator mode activation

Step 6: Create Actionable Report

⚠️ MANDATORY: Pre-Report Validation Checklist

Before generating any audit report, verify ALL mandatory fields are completed:

□ Industry/Sector identified and documented
□ Profile Type classified (Employee/Consultant/Freelancer/Entrepreneur/Job Seeker)
□ Target Audience identified (Recruiters/Clients/Peers/Investors/Partners)
□ Engagement Rate CALCULATED (not just raw numbers)
□ SSI Score captured OR noted as unavailable with estimation
□ Industry-specific benchmarks applied (from metrics_benchmarks.md)

If any field is missing, go back and complete it before proceeding.

Generate output using templates from assets/:

Report Sections:

1. Executive Summary
2. Mandatory Classification (Industry, Profile Type, Target Audience)
3. Profile Score Card
4. Mandatory Calculated Metrics (Engagement Rate, SSI)
5. Element-by-Element Analysis
6. Quick Wins (Immediate Actions)
7. Strategic Recommendations
8. 30-60-90 Day Action Plan

Profile Element Best Practices

Profile Photo

• High-quality headshot (400x400px minimum)
• Professional attire appropriate to industry
• Friendly, approachable expression
• Clean, neutral background
• Face occupies 60-70% of frame
• Good lighting (natural preferred)

Banner Image (1584x396px)

• Branded or industry-relevant imagery
• Include value proposition or tagline
• Showcase expertise or work
• Use brand colors if applicable
• Avoid clutter and small text

Headline (220 characters max)

Formula: Who you are + What problems you solve + Benefits you provide

Bad: "Marketing Manager" Good: "Marketing Manager | Helping B2B Companies Grow Through Data-Driven Strategies | 45% Revenue Increase Specialist"

Industry-Specific Examples:

| Industry | Example Headline | |----------|------------------| | Tech | "Senior Software Engineer | Building Scalable Systems at Fortune 500s | Python, AWS, Distributed Systems" | | Finance | "Investment Analyst | Helping Family Offices Navigate Alternative Investments | CFA Charterholder" | | Healthcare | "Nurse Practitioner | Improving Patient Outcomes Through Preventive Care | 15+ Years Emergency Medicine" | | Legal | "Corporate Attorney | M&A and Securities for Growth-Stage Companies | Former BigLaw, Now Founder-Friendly" | | HR | "Talent Acquisition Leader | Building World-Class Engineering Teams | Hired 200+ Engineers at Scale-Ups" | | Sales | "Enterprise Account Executive | Helping CFOs Reduce Costs by 30% | $5M+ Annual Quota Achiever" | | Creative | "UX Designer | Making Complex Products Simple | Design Systems, User Research, Accessibility" | | Consulting | "Strategy Consultant | Helping Retailers Increase Revenue 25%+ | Former McKinsey, Now Independent" | | Nonprofit | "Development Director | Raising $10M+ Annually for Education Equity | Grant Writing, Major Gifts" | | Startup | "Founder & CEO @ [Company] | Helping SMBs Automate Operations | Ex-Google, 2x Founder" |

Include:

• Primary role/expertise
• Target audience
• Key differentiator or result
• Relevant keywords

About Section (2,600 characters max)

Structure (Problem-Solution-Proof-CTA):

1. Hook (first 2-3 lines visible before "see more")
2. Your story/journey
3. What you do and who you help
4. Key achievements with metrics
5. Skills and expertise
6. Call-to-action

Tips:

• Write in first person
• Use short paragraphs
• Include relevant keywords
• Add emojis sparingly for visual breaks
• End with clear CTA

Experience Section

For each role include:

• Quantified achievements (%, $, #)
• Scope of responsibility
• Key projects and outcomes
• Skills demonstrated
• Media attachments if relevant

Skills Section

• List 50+ relevant skills
• Pin top 3 most important skills
• Request endorsements from colleagues
• Align with target job keywords

Featured Section

Curate 3-6 items:

• Portfolio pieces
• Case studies
• Articles/publications
• Media appearances
• Key achievements
• Lead magnets or "work with me" links

Services Section (for Consultants/Freelancers)

If user offers services:

• List 3-5 core service offerings
• Use keyword-rich service names
• Ensure services align with headline positioning
• Link to service pag

…

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: schwepps
• Source: schwepps/skills
• License: MIT

Install and usage instructions live in the source repository linked above.