LinkedIn is the ultimate tool for finding new qualified prospects and customers, developing and building professional relationships, enhancing professional skills and recruiting talent. Your personal profile, in addition to your company’s page, should be used as a marketing tool, working to attract a full spectrum of people to fulfill those various functions. Ensuring that your LinkedIn profile is fully optimized will contribute to better networking opportunities and encourages LinkedIn users outside of your network to reach out to you and find value in what you have to say. Your profile should be made up of more than just your current position; it should include relevant work experience and past positions, your schooling and professional training details, and the groups that you belong to that are relevant to your industry and expertise. Optimizing your LinkedIn profile will ensure that your profile works hard for you, rather than you having to work hard for your profile.