LinkedIn Personal Branding Skill

CRITICAL: Mandatory Audit Requirements

Every audit MUST include — no exceptions:

Field How to Determine

Industry/Sector Job titles, skills, content topics

Profile Type Employee / Consultant / Freelancer / Entrepreneur / Job Seeker

Target Audience Recruiters / Clients / Peers / Investors / Partners

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

SSI Score Actual score OR estimation with note

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

Core Workflow

Step 1: Determine Analysis Type

• Full Profile Audit — all elements, complete report with scores

• Quick Profile Review — priority action items and quick wins

• Content Strategy Analysis — posts, engagement, content performance

• Visibility Optimization — keyword/SEO discoverability

Step 2: Access LinkedIn via Chrome DevTools

Required: LinkedIn profile open in Chrome, user logged in.

Tool MCP Name Use For

List Pages mcp__chrome-devtools__list_pages

Find LinkedIn tab by URL

Select Page mcp__chrome-devtools__select_page

Focus tab

Snapshot mcp__chrome-devtools__take_snapshot

Accessibility tree with UIDs

Screenshot mcp__chrome-devtools__take_screenshot

Photo and banner analysis

Navigate mcp__chrome-devtools__navigate_page

Go to URLs

Click/Hover mcp__chrome-devtools__click / hover

Interact with elements

Wait For mcp__chrome-devtools__wait_for

Lazy-loaded content

Extraction workflow:

• list_pages → find pageId where URL contains linkedin.com/in/

• select_page → focus tab

• take_snapshot → get accessibility tree with UIDs

• take_screenshot → analyze photo/banner

• For lazy-loaded sections: hover to scroll → re-snapshot

Profile sections to analyze: photo, banner, headline, About, custom URL, experience, education, skills/endorsements, certifications, recommendations, featured section, activity/posts, followers, connections (500+ indicator), groups.

Step 3: Score Profile Elements

Category Weight Key Factors

Visual Identity 15% Photo quality, banner, consistency

Headline 15% Value proposition, keywords, memorability

About Section 15% Story, keywords, CTA

Experience 20% Completeness, achievements, metrics

Skills & Endorsements 10% Relevance, count

Recommendations 10% Quality, diversity, recency

Activity & Content 15% Posting frequency, engagement rate

Score interpretation: 90-100 Elite · 80-89 Excellent · 70-79 Good · 60-69 Average · <60 Needs Work

Step 4: Calculate Mandatory Metrics

Engagement Rate (REQUIRED):

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

Example: (15+1+0)/1,376×100 = 1.16% → below 3% target

SSI Score (REQUIRED):

Option A — User visits linkedin.com/sales/ssi and shares score (target: 70+/100, 20+/25 per component).

Option B — If unavailable, estimate:

Profile Characteristics Estimated SSI

All-Star + active posting + engaged network 70-85

Complete + regular posting 55-70

Basic + occasional activity 40-55

Incomplete + minimal activity <40

Keyword/SEO: Check keyword presence in headline, About, experience, skills. Recommend additions for target role/industry.

Profile completeness (All-Star): photo, banner, customized headline, About (500+ chars), current position + description, 2+ past positions, education, 5+ skills, location, industry.

Step 5: Generate Recommendations

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) — when possible

Categories: Profile optimization, Content strategy (3x/week minimum posting), Engagement (comments, network growth, recommendations), Visibility (keywords, featured section, creator mode).

Step 6: Deliver Report

Pre-report checklist: industry identified, profile type classified, target audience identified, engagement rate calculated, SSI captured or estimated, industry benchmarks applied.

Report sections:

• Executive Summary

• Classification (Industry, Profile Type, Target Audience)

• Profile Scorecard

• Calculated Metrics (Engagement Rate, SSI)

• Element-by-Element Analysis

• Quick Wins

• Strategic Recommendations

• 30-60-90 Day Action Plan

Profile Element Best Practices

Photo: 400×400px minimum, professional attire, approachable expression, clean background, face 60-70% of frame, good lighting.

Banner (1584×396px): Branded/industry-relevant, value proposition text, no clutter or small text.

Headline formula (220 chars max): Who you are + problems you solve + benefit/result + keywords

• Bad: "Marketing Manager"

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

About section (2,600 chars max): Hook (first 2-3 lines) → story → what you do/who you help → achievements with metrics → skills → CTA. First person, short paragraphs, relevant keywords.

Experience: Quantified achievements (%, $, #), scope, key projects, skills demonstrated.

Skills: 50+ relevant skills, top 3 pinned, endorsements from colleagues, aligned with target keywords.

Featured: 3-6 curated items — portfolio, case studies, articles, media, lead magnets.

Services (Consultants/Freelancers): 3-5 keyword-rich service offerings.

Chrome DevTools Navigation Patterns

Lazy-loaded sections:

hover(uid: "[section_uid]") → wait_for(text: "Show all") → take_snapshot()

Activity/posts:

navigate_page(url: "linkedin.com/in/[user]/recent-activity/") → wait_for(text: "reactions") → take_snapshot()

Analytics dashboard:

navigate_page(url: "https://www.linkedin.com/analytics/") → wait_for(text: "Profile viewers") → take_snapshot()

SSI:

navigate_page(url: "https://www.linkedin.com/sales/ssi") → wait_for(text: "Social Selling Index") → take_snapshot()

Playwright fallback: If Chrome DevTools MCP unavailable, use mcp__playwright__browser_* equivalents (snapshot, screenshot, navigate, click, hover, wait_for).

Error handling:

Error Recovery

LinkedIn tab not found Ask user to open LinkedIn in Chrome

Element UID missing Re-snapshot, find alternative UID

Content not loading Scroll manually, increase timeout, refresh

Rate limited/CAPTCHA Pause 30+ seconds, proceed slowly

SSI requires Sales Navigator Note unavailable, provide estimation

Private profile Document as "Limited visibility"

Industry-Specific Guidance

Always classify industry first. Load references/metrics_benchmarks.md for industry benchmarks across 15+ industries (Tech, Finance, Healthcare, Legal, Marketing, HR, Consulting, Creative, Nonprofit, Startups, etc.).

Factor Conservative (Legal, Finance, Healthcare) Progressive (Tech, Marketing, Startups)

Tone Formal Casual, personable

Content Thought leadership Stories, behind-the-scenes

Posting 2-3x/week 4-5x/week

Emojis Minimal Acceptable

LinkedIn Features to assess: Creator Mode (enable if 3+/week posting), Open to Work (job seekers), Providing Services (consultants), Newsletter (1000+ followers), Custom URL (always set), Verification Badge.

Reference Files

• references/scoring_framework.md — detailed scoring criteria with examples

• references/metrics_benchmarks.md — industry benchmarks for SSI, engagement, growth

• references/content_strategy.md — content pillars, posting schedules, formats

• assets/profile_audit_template.md — complete audit report template

• assets/quick_review_template.md — rapid assessment checklist

• assets/action_plan_template.md — 30-60-90 day roadmap template