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How to format your LinkedIn URL

Ricardo Batista •
#LinkedIn#Branding
LinkedIn URL format guide for professional branding
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Your LinkedIn URL is more than just a web address – it’s a crucial part of your professional brand. Professionals with custom LinkedIn URLs receive 40% more profile views than those using default URLs, and 85% of recruiters say they’re more likely to remember candidates with clean, professional profile links.

Yet many professionals still use LinkedIn’s default URLs like linkedin.com/in/john-smith-2a1ba6258 instead of creating memorable custom URLs like linkedin.com/in/johnsmith. This simple change can significantly impact your professional visibility and networking effectiveness.

Understanding LinkedIn URL structure

LinkedIn URLs follow a specific format that determines how people find and remember your profile. Understanding this structure is essential for creating an effective professional presence.

Default URL format

When you first create a LinkedIn profile, you’re assigned a default URL that looks like this:

https://www.linkedin.com/in/your-name-random-numbers

For example: https://www.linkedin.com/in/john-smith-2a1ba6258

Problems with default URLs:

Custom URL structure

A custom LinkedIn URL simplifies your profile address to:

https://www.linkedin.com/in/yourname

For example: https://www.linkedin.com/in/johnsmith

Benefits of custom URLs:

URL requirements and limitations

Character specifications:

Change limitations:

How to customize your LinkedIn URL

Desktop customization process

Step 1: Access your profile settings

  1. Log into LinkedIn and click the Me icon at the top of your homepage
  2. Select View Profile from the dropdown menu
  3. Look for the Edit public profile & URL section on the right side of your profile

Step 2: Edit your custom URL

  1. Click the Edit icon next to Public profile & URL
  2. In the right panel, find Edit your custom URL
  3. Click the Edit icon next to your current public profile URL
  4. Enter your desired custom URL in the text box
  5. Click Save to apply the changes

Step 3: Verify your changes

  1. Check that your new URL works by opening it in a new browser tab
  2. Ensure it displays your profile correctly
  3. Test the URL in incognito/private browsing mode
  4. Update any existing links you’ve shared

Mobile URL customization

For iOS and Android:

  1. Open the LinkedIn mobile app
  2. Tap your profile photo at the bottom of the screen
  3. Select View Profile
  4. Tap the Contact info section
  5. Find your profile URL and tap Edit
  6. Enter your desired custom URL
  7. Save your changes

Mobile considerations:

Verification and testing

Post-customization verification:

After customizing your URL, test these key points:

Consider also optimizing how your profile appears when shared by testing it with LinkedIn Post Inspector.

Best practices for LinkedIn URL optimization

Naming conventions and formatting

Professional name variations:

Ideal formats:

Industry-specific considerations:

IndustryRecommended FormatExample
Creative professionalsName + specialtylinkedin.com/in/sarahdesigner
ConsultantsName + domainlinkedin.com/in/mikemarketingconsultant
ExecutivesName + titlelinkedin.com/in/jennifercto
Authors/SpeakersName onlylinkedin.com/in/davidjohnson
EntrepreneursName + companylinkedin.com/in/alexstartupfounder

What to avoid:

SEO considerations

Search engine optimization benefits:

Google indexing: Custom LinkedIn URLs are indexed by Google and appear in search results when people search for your name. A clean, professional URL ranks higher than default URLs with random characters.

Keyword optimization: While LinkedIn URLs have limited keyword potential, including your profession can help with specific searches:

Brand consistency: Your LinkedIn URL should align with your other professional URLs:

Profile visibility optimization

Public profile settings: After customizing your URL, optimize your public profile visibility:

  1. Make key sections public:

    • Professional headline
    • Summary/About section
    • Current position
    • Education information
    • Skills and endorsements

  2. Contact information display:

    • Show your custom URL prominently
    • Include relevant contact methods
    • Display professional email address
    • Add website links when appropriate

  3. Privacy balance:

    • Show enough information to attract opportunities
    • Maintain appropriate privacy boundaries
    • Consider what information serves your professional goals

Advanced URL strategies

Company page URL customization

For business LinkedIn pages:

  1. Access your company’s LinkedIn page admin view
  2. Click Edit page in the admin panel
  3. Navigate to the Page info section
  4. Find the custom URL option
  5. Enter your desired company URL format
  6. Save changes and verify functionality

Company URL best practices:

International and multilingual considerations

Regional URL variations: LinkedIn automatically adds country codes for users in certain regions:

Language-specific profiles: If you maintain profiles in multiple languages, LinkedIn adds language codes:

Global professional strategies:

Sales Navigator and premium features

Sales Navigator URLs: Sales Navigator users see different URL structures:

https://www.linkedin.com/sales/profile/ACwAABmVpS0BKн8QB_4d_20RbA29-T_gLnxmcw0,LwH5,NAME_SEARCH/

Premium account considerations:

Common mistakes and troubleshooting

Frequent URL customization errors

Technical mistakes:

Professional mistakes:

Troubleshooting common issues

URL already taken: If your preferred URL is unavailable, try these alternatives:

  1. Add middle initial: johnmsmith instead of johnsmith
  2. Include professional designation: johnsmithcpa
  3. Use industry terms: johnsmithaccountant
  4. Add location: johnsmithnyc
  5. Try variations: j-smith or jmsmith

Profile not displaying correctly:

Changes not saving:

Recovery and backup strategies

Before making changes:

After customization:

Leveraging your custom URL for professional growth

Marketing and networking applications

Business card optimization: Include your custom LinkedIn URL prominently on business cards:

Email signature enhancement:

John Smith
Marketing Manager | TechCorp
📧 [email protected]
📱 (555) 123-4567
🔗 linkedin.com/in/johnsmith

Resume and CV integration:

Content marketing and thought leadership

Speaking engagements:

Content creation:

Professional networking:

Measuring URL effectiveness

Analytics and tracking: While LinkedIn doesn’t provide direct URL analytics, you can measure effectiveness through:

Profile performance indicators:

Professional opportunities:

Brand consistency metrics:

Long-term URL strategy

Career transition planning:

Brand evolution:

Professional legacy: Your LinkedIn URL becomes part of your digital professional legacy:

Advanced customization techniques

URL redirect strategies

For professionals with multiple online presences:

Integration with other platforms

Cross-platform consistency:

QR code implementation:

Future considerations

Platform evolution

LinkedIn URL features development:

Professional branding trends:

Best practices evolution

Staying current:

Long-term strategy:

Making your LinkedIn URL work for you

Your LinkedIn URL is a small but significant part of your professional brand. A well-chosen custom URL enhances your professional credibility, makes you easier to find and remember, and demonstrates attention to professional details.

Key takeaways for effective LinkedIn URL optimization:

  1. Customize your URL as soon as possible – don’t wait until you need it for job searching
  2. Choose a professional format that you can maintain long-term
  3. Keep it simple and memorable – avoid complex combinations or numbers
  4. Update all your professional materials with the new URL
  5. Use it strategically in networking and professional communications

Remember the bigger picture:

Your LinkedIn URL is one component of your overall professional brand. It should complement your professional goals, align with your other digital presences, and support your networking and career development efforts.

Remember that URL optimization is just one part of building a strong LinkedIn presence - you should also focus on creating well-formatted content and using strategic hashtag strategies.

Whether you’re just starting your career, making a transition, or establishing thought leadership in your industry, a professional LinkedIn URL is a simple but powerful tool for professional growth and networking success.

The bottom line: Your LinkedIn URL is prime professional real estate. Customize it thoughtfully, use it strategically, and make it work for your professional goals. This small change can have a significant impact on your professional visibility and networking effectiveness.

Looking to build a team of professionals who understand modern personal branding and digital presence? FidForward connects you with candidates who know how to leverage professional platforms effectively, navigating beyond the common issues with LinkedIn.

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