The impact of a shortened URL on your LinkedIn branding strategy


26 Sep 2023  •   5 minutes read

Author: Admin

The Impact of a Shortened URL on Your LinkedIn Branding Strategy

LinkedIn has become an essential platform for professionals to showcase their skills, network with industry peers, and find job opportunities. With over 740 million users worldwide, it’s crucial to make your LinkedIn profile stand out from the crowd. One way to enhance your branding strategy on LinkedIn is by using a shortened URL for your profile.

What is a LinkedIn URL?

Before we delve into the impact of a shortened URL, let’s first understand what a LinkedIn URL is. A LinkedIn URL is a unique web address that directs users to your LinkedIn profile. By default, LinkedIn assigns a long and cumbersome URL to your profile, consisting of a combination of letters, numbers, and special characters. For example, your default LinkedIn URL might look something like this:

Why Should You Customize Your LinkedIn URL?

Using a default LinkedIn URL can be a missed opportunity to showcase your personal brand and make it more memorable for others. Customizing your LinkedIn URL not only makes it easier for others to find and access your profile but also adds a touch of professionalism to your online presence. Here are some reasons why you should consider customizing your LinkedIn URL:

  1. Improved Branding: A shortened URL that includes your name or a relevant keyword helps reinforce your personal brand. It looks cleaner and more professional, making it easier for others to remember and recognize your profile.
  2. Enhanced Search Engine Optimization (SEO): Customizing your LinkedIn URL with relevant keywords can improve your search engine rankings. When someone searches for your name or expertise, having a personalized URL can boost your visibility in search results.
  3. Easy Sharing: A shortened URL is easier to share with others, whether it’s on your business card, email signature, or social media profiles. It eliminates the need for others to remember or search for your long and complex default URL.
  4. Consistency across Platforms: If you use your LinkedIn profile as part of your professional online presence, having a consistent URL across different platforms creates a cohesive and unified brand image.

How to Customize Your LinkedIn URL

Now that you understand the benefits of a customized LinkedIn URL, let’s explore how you can change your default URL to a shortened and personalized one:

  1. Step 1: Accessing the Settings: Log in to your LinkedIn account and navigate to your profile page. Click on the “Me” icon at the top right corner of the page and select “Settings & Privacy” from the dropdown menu.
  2. Step 2: Editing Your Public Profile: In the “Settings & Privacy” section, click on the “Privacy” tab. Scroll down to the “How others see your LinkedIn activity” section and click on “Edit your public profile.”
  3. Step 3: Customizing Your URL: On the right-hand side of the page, you’ll find a section called “Edit your custom URL.” Click on the pencil icon next to your current URL to change it.
  4. Step 4: Choosing Your New URL: Enter your preferred URL in the text field. Ideally, it should be your name or a combination of your name and professional title. LinkedIn will automatically check if the URL is available. If it’s already taken, try adding a middle initial or relevant keyword to differentiate it.
  5. Step 5: Saving Your Changes: Once you’ve chosen a new URL, click on “Save” to confirm your changes. Your LinkedIn URL will now be updated to the customized version you selected.

Optimizing Your LinkedIn URL for Maximum Impact

Now that you have a customized LinkedIn URL, it’s important to optimize it for maximum impact. Here are a few tips to make the most out of your personalized URL:

  1. Include Your Full Name: Ensure that your personalized URL includes your full name. This makes it easier for others to find you and adds a touch of professionalism to your profile.
  2. Avoid Special Characters: Stick to alphanumeric characters when customizing your URL. Special characters can make your URL difficult to type and remember.
  3. Use Relevant Keywords: If possible, incorporate relevant keywords related to your industry or area of expertise in your LinkedIn URL. This can improve your search engine rankings and attract the right audience to your profile.
  4. Keep It Concise: While it’s important to include your full name, try to keep your LinkedIn URL concise. A shorter URL is easier to share and remember.
  5. Update Your Other Online Platforms: Once you’ve customized your LinkedIn URL, make sure to update it on your business card, resume, email signature, and other online platforms. This ensures consistency and makes it easier for others to find and connect with you.

Measuring the Impact of a Shortened LinkedIn URL

After customizing your LinkedIn URL, you may be wondering how to measure its impact on your branding strategy. While it can be challenging to directly attribute the impact to a shortened URL alone, there are a few ways to gauge its effectiveness:

  1. Website Analytics: If you have a personal website or blog, you can track the traffic coming from your LinkedIn profile using website analytics tools like Google Analytics. Look for an increase in referral traffic from LinkedIn to get an idea of how many people are visiting your website through your LinkedIn profile.
  2. Profile Views: LinkedIn provides insights into the number of profile views you receive. Monitor your profile views before and after customizing your URL to see if there’s an increase in visibility.
  3. Inbound Connection Requests: Another way to measure the impact of your shortened LinkedIn URL is by tracking the number of inbound connection requests you receive. If more people are reaching out to connect with you after customizing your URL, it’s a positive sign that your personalized URL is making a difference.
  4. Engagement Metrics: Pay attention to the engagement metrics on your LinkedIn posts, such as likes, comments, and shares. If you notice an uptick in engagement after customizing your URL, it could indicate that your personalized URL is attracting a more targeted and interested audience.

The Benefits of Using a URL Shortener for LinkedIn

While LinkedIn allows you to customize your URL to some extent, you can further enhance your branding strategy by using a URL shortener. A URL shortener is a tool that takes a long URL and creates a shorter, more manageable one. Here are some benefits of using a URL shortener for your LinkedIn profile:

  1. Improved Aesthetics: A shortened URL tends to look cleaner and more appealing than a long and complex one. It can make your LinkedIn profile appear more professional and visually appealing.
  2. Easy Sharing: A shortened URL is easier to share verbally or through written communication. It eliminates the need for others to type out a long and convoluted URL to access your profile.
  3. Tracking and Analytics: Many URL shorteners offer tracking and analytics features that allow you to measure the performance of your shortened URLs. You can see how many clicks your LinkedIn profile link receives and gain insights into the effectiveness of your branding efforts.
  4. Customization Options: Some URL shorteners allow you to customize the shortened URL even further by adding a custom domain or a relevant keyword. This can further reinforce your personal brand and make your LinkedIn profile link more memorable.


A shortened URL can have a significant impact on your LinkedIn branding strategy. By customizing your LinkedIn URL and using a URL shortener, you can enhance your personal brand, improve search engine rankings, and make it easier for others to find and connect with you. Remember to optimize your personalized URL with relevant keywords and keep it concise for maximum impact. Regularly monitor the performance of your shortened URL to gauge its effectiveness and make adjustments if needed. Embrace the power of a shortened URL and take your LinkedIn branding strategy to new heights.

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