Why Your Digital Presence Matters

Your CV gets you in the door.
Your LinkedIn profile (and online presence) decides whether you’re invited to sit down.

Here’s the reality in 2025:

• 92% of UK recruiters check LinkedIn before making interview decisions (SEMrush report, 2025).
• 48% of employers say a strong personal brand online is as important as your CV (Milkround, 2025).
• 1 in 3 graduates lose out because of weak or outdated LinkedIn profiles.

As Diane Huth, author of Brand You! puts it:

“If you don’t brand yourself, others will brand you — and you may not like what they say.”

So, let’s talk about how to turn your LinkedIn + online presence into a job magnet.

 Step 1 – Optimise Your LinkedIn Profile

Think of LinkedIn as your digital CV + portfolio + networking hub.

Here’s the formula recruiters scan in under 10 seconds:

1. Headline:
   ❌ “Recent Graduate” → too vague.
   ✅ “Marketing Graduate | SEO, Content & PPC Enthusiast | Looking for Graduate Roles in London”
2. About Section:
   Tell your story in first person. Use 3 parts:

• Who you are.
• What you’ve done.
• What you want.

Example:

“I’m a Marketing graduate with hands-on experience in SEO, content writing, and campaign management. I’ve grown engagement by 45% at my internship and developed blogs ranking #1 on Google. I’m now looking to bring my creativity and analytics skills to a graduate role in digital marketing.”

3. Experience Section:
   Don’t just list roles. Show achievements with metrics.

• “Boosted Instagram engagement by 45%.”
• “Ranked 3 blogs on page 1 of Google in 3 months.”

4. Skills & Endorsements:
   List 10–15 skills. Prioritise SEO, PPC, Analytics, Copywriting, Content Marketing.
5. Recommendations:
   Ask mentors, managers, or project teammates for short recommendations. Even 2–3 can boost credibility.

SEMrush tip: Optimise your LinkedIn like a webpage. Use keywords recruiters search for (SEO, PPC, content marketing, campaign management).

Step 2 – Craft a Personal Brand

Your digital presence should scream consistency.

• Profile Photo: Professional but approachable (clear headshot, no cropped party pics).
• Banner: Use Canva to design a banner with your tagline: “Marketing Graduate | SEO | Content | Digital Branding.”
• Posts: Share insights, not just updates. Write about campaigns you admire, tools you use, or skills you’re learning.

From Brand You!:

“People don’t hire CVs. They hire stories, personalities, and brands they trust.”

Step 3 – Publish Content

You don’t need to be an influencer. You just need visibility.

Ideas for graduates:

• Write a short post reviewing a recent campaign (e.g., Spotify Wrapped, Nike ads).
• Share your marketing blog (OTINGA plug 😉).
• Post about industry trends (AI in marketing, TikTok SEO).

Data from LinkedIn (2025):

• Members who post once a week get 3x more recruiter profile views.
• Posts with images/videos get 2x engagement compared to plain text.

Step 4 – Use SEO for Your Profile

This is where SEMrush meets LinkedIn. Treat your profile like a landing page.

How?

• Insert keywords from job descriptions into your headline + About section.
• Use variations: “Digital Marketing | SEO | PPC | Paid Media.”
• Add relevant hashtags to posts (#DigitalMarketing #GraduateJobsUK).

💡 Example: If job ads mention “Google Analytics” 10 times → make sure “Google Analytics” is in your Skills & About.

Step 5 – Network Like a Marketer

LinkedIn isn’t just a profile. It’s a networking machine.

3 types of people you should connect with:

1. Recruiters – especially those hiring in marketing.
2. Alumni – search your university + “marketing” in LinkedIn filters.
3. Industry pros – comment on posts by agencies, marketers, and employers.

Message template (polite, concise):

“Hi [Name], I’m a Marketing graduate interested in digital roles. I admire your work at [Company] and would love to connect and learn from your insights.”

HBR reminds us:

“Most jobs are found not on boards but through networks — conversations that never hit the open market.”

Step 6 – Build Beyond LinkedIn

Employers will Google you. Make sure they find professional breadcrumbs:

• Personal Website/Portfolio – even a simple Wix/WordPress site showcasing projects.
• Blogging (OTINGA, Medium, LinkedIn Articles) – show thought leadership.
• GitHub/Behance (if creative) – portfolios of design, SEO audits, campaign reports.

 OTINGA Pro Tip: Add your portfolio link to your LinkedIn headline & email signature.

Evidence & Data

From SEMrush & LinkedIn insights:

• Recruiters spend 6 seconds on a CV but 30+ seconds on a LinkedIn profile.
• Graduates with complete profiles are 71% more likely to get interviews.
• Posting at least once per week increases visibility by 300%.

Recruiter Quotes

From Brand You!:

“Your brand isn’t what you say about yourself. It’s what others say when you leave the room.”

From LinkedIn UK (2025 recruiter report):

“A complete LinkedIn profile is the new baseline. Without it, candidates are invisible.”

From HBR’s Networking Guide:

“Every interaction is a chance to reinforce your personal brand.”

Mini Glossary – Digital Presence Terms

Quick Checklist

• Headline is clear and keyword-optimised.
• About section tells a personal story.
• Experience highlights achievements with numbers.
• Profile photo + banner are professional.
• I post at least once per week.
• My name is Google-ready (no unprofessional results).

Conclusion

 In 2025, your LinkedIn and digital presence aren’t “extras” — they’re your job hunt armour.

A recruiter may forget your CV, but they’ll remember your brand if you’ve been visible, authentic, and consistent.

Download OTINGA’s Personal Branding Worksheet — with prompts to build your LinkedIn, design your tagline, and plan weekly posts.