When it comes to your professional profile, you have to be seen to be discovered. That means not only making your way into the top search results of recruiters and contacts, but also having a personal brand to showcase. And that’s where LinkedIn comes in.

The app is more than a tool for job searches; it’s where you can optimise how you present your career history, skills and accomplishments. Start by creating a profile that includes a professional profile picture, a background photo that represents what you do and a summary of your experience (remember to use keywords that match search criteria). Once you’re active on LinkedIn, always keep your work experience up to date.

One of the most important tricks for improving your personal brand is to customise your url. Tap on the Me icon at the top of the home tab, choose View Profile and then tap on the settings icon in the top right corner. Go to Privacy, tap ‘Edit your public profile’ and change your url. It’ll be an address that looks like this: www.linkedin.com/in/yourname. Once your profile has been customised, it will appear prominently when someone searches for your name online.

But if you really want to see your profile shine and establish your reputation, sharing useful content with those in the same field as you is key. Use the app to post pictures or videos, and you can even use the free blog platform on the desktop version of LinkedIn to write articles that will automatically be shared to your profile once published.

If you’re wondering what you could write or blog about, first of all, consider what’s unique about you and what you want to achieve. When you unpack your goals, you’ll get an idea about how you’d like to be perceived (innovative, curious and willing to share knowledge, perhaps) and from there you can find your angle. Keep your writing focused and authentic, whether you’re discussing trends in your sector or specific areas you’re an expert in.

Use the app to track how your articles perform in terms of readership, comments and likes... or begin a conversation with other users who have commented on your article. Remember that personal branding works both ways and sharing or interacting with other users’ content is equally as important as promoting your own.

If you’re consistent with your content and engage regularly with other users, these tips will help you to position yourself as an expert in your field, become recognised within your network and improve your personal brand. LinkedIn is your opportunity to be seen and discovered.