LinkedIn Audit

Questionnaire

What you want LinkedIn to do, who you want to reach, and how you sound.

This questionnaire is optional. It also changes the audit more than anything else you send.

Without it, we audit your profile against what it appears to be aiming for. With it, we audit against what you actually want, and the rewritten headline, About section and experience entries are written for your goal and in your voice.

We do not ask for anything your profile or the order form already tells us. There are 21 questions, and most are a tick or a line or two.

How to fill it in

Type your answers straight into the boxes. They grow as you type.
For tick questions, select your choice.
The grey line under each question shows the kind of answer we are looking for. Your answer does not need to look like the example.
Skip anything you would rather not answer. A blank is better than a guess.
Short answers are fine. Notes and half sentences are fine.
Your answers are kept in this browser on this device, so you can stop and come back.
When you finish, select "Download my answers" at the end. Then go back to the audit page and attach that file in the form, or email it with your other items.

Section A

What you want from LinkedIn

A1What is the main job you want LinkedIn to do for you over the next six months?

Tick all that apply. For example, a consultant who also posts for visibility would tick "Win clients or customers" and "Build a reputation in my field".

A2When someone finishes reading your profile, what should they do next?

Tick all that apply, and paste the link in the box if there is one. For example: tick "Book a call" and paste your booking link.

Section B

Who it is for, and what you do

B1Describe the one person you most want to find your profile.

Job title, industry, company size and country. For example: "Founder or marketing head of a D2C brand in India with 10 to 50 staff", or "Recruiters hiring finance managers in Dubai".

B2In one plain sentence, what do you do and for whom?

Write it the way you would say it to a friend. For example: "I run paid ads for small online stores", or "I manage payroll and compliance for a 300-person manufacturing company".

B3What do you want to be known for, and why would someone choose you over another person who does the same work?

One or two lines. For example: "Fixing ad accounts that spend a lot and sell little. I worked in finance first, so I read the numbers before the creative."

B4List up to five results, numbers, clients or projects you are allowed to state publicly.

For example: "Grew monthly orders from 400 to 1,900 in a year", "Led a team of six", "Clients include (name)". Write (confidential) beside anything we may use to understand you but must not print.

B5Which parts of your career should the profile lead with, and which should it play down?

For example: "Lead with my last two roles in product. Play down the three years in sales, which I do not want to return to."

B6What is your working situation right now?

Tick all that apply. Your profile does not always show this, for example if you are between roles or freelancing alongside a job.

Employed

Self-employed or founder

Both

Between roles

B7Is anything on your profile wrong or out of date right now?

For example: "My title changed to Senior Manager in June", "The 2021 role ended in 2023, not 2022", or "I no longer offer web design".

Section C

How you sound

C1Three words for how you come across at your best in conversation

For example: "direct, warm, curious" or "calm, precise, dry".

C2What do you never want to see in your own writing?

For example: emoji, hashtags, exclamation marks, words like "passionate" or "synergy", or sentences that sound like a sales pitch.

C3Which LinkedIn profiles do you admire, and what do you like about them?

Up to three. Paste the link or the name, then say what you like: the tone, the look of the profile, the topics they post about, or how they describe their work. For example: "(name): short, plain sentences and no jargon" or "(name): posts real numbers from their own projects".

C4Which spelling do you use?

For example, UK English writes "organise" and "colour". US English writes "organize" and "color".

US English

UK English

Other

Section D

Posting and time

D1How much time can you realistically give LinkedIn each week?

Be honest, not hopeful. The posting plan is sized to this. Count writing, commenting and replying together.

Under 30 minutes

30 to 60 minutes

1 to 3 hours

More than 3 hours

D2Three to five subjects you could talk about for twenty minutes without notes

They do not all need to be about work. For example: "pricing a service", "hiring your first employee", "what running taught me about deadlines".

D3What are you comfortable publishing?

Tick all that apply. This decides what we suggest for your Featured section and your posts. For example, we suggest a client case study only if you tick "Client stories", and a video introduction only if you tick "Video of me".

Section E

One setting only you can see

A visitor cannot see this, so we cannot check it from outside. "Not sure" is a useful answer.

E1Which "Open to" settings are switched on?

Tick all that apply. On LinkedIn, open your profile and select "Open to" under your name to see them. "Recruiters only" is the one setting nobody else can see.

Section F

Proof and people

F1Up to five people who could credibly recommend you

For each: their name and how they know your work. For example: "(name), my manager at (company) for two years" or "(name), a client since 2023".

F2Links we should know about

Anything that could be featured on your profile. For example: your website, a portfolio, a case study, a press mention, a talk or a podcast episode.

Section G

Boundaries

G1Is there anything we must not change, must not say, or must not include in the report?

For example: "Do not change my job title, it is set by my employer", "Do not mention that I am looking for a new role", "My contract does not allow client names", or "Do not quote my salary figures from the files I sent".

G2Anything else we should know?

For example: a launch or job change coming up, a past profile rewrite you did not like, or a deadline you are working to.

Thank you. Download your answers, then go back to the audit page and attach the file in the form, or email it with your other audit items.