Why Your LinkedIn URL Matters
When Emma sent her resume to a hiring manager, she included two links:
Portfolio: emmadesigns.com
LinkedIn: linkedin.com/in/emma-thompson-designer
The hiring manager clicked both. The LinkedIn URL reinforced her name and profession before they even saw her profile—building brand consistency across touchpoints.
Compare that to a default LinkedIn URL: linkedin.com/in/emma-thompson-b8372a145
The random string (b8372a145) looks unprofessional, is impossible to remember, and says nothing about who you are.
Your custom LinkedIn URL (also called a vanity URL) is a simple branding decision that takes 60 seconds but delivers lasting value:
- Professional appearance — clean URLs signal attention to detail
- Easier to share — verbally, on business cards, in email signatures
- Brand consistency — reinforces your name across platforms
- Minor SEO benefit — keywords in your URL may help search rankings
- Credibility — shows you care about your professional presence
Default vs. Custom LinkedIn URL: What's the Difference?
Default LinkedIn URL
When you create a LinkedIn account, you're assigned a URL like:
linkedin.com/in/yourname-randomnumber123
The random alphanumeric string has no meaning, can't be customized retroactively by LinkedIn, and looks unprofessional.
Custom LinkedIn URL
A custom URL removes the random string and lets you choose your identifier:
linkedin.com/in/yourname or linkedin.com/in/yourname-title
It's clean, memorable, and reinforces your personal brand.
How to Customize Your LinkedIn URL (Step-by-Step)
- Go to your LinkedIn profile (click your profile photo → View Profile)
- On the right side, find "Public profile & URL"
- Click "Edit public profile"
- On the right side, under "Edit your custom URL," click the pencil icon
- Enter your desired URL (3-100 characters, letters, numbers, hyphens only)
- Click "Save"
Done! Your new URL is live immediately.
How to Choose Your Custom LinkedIn URL
Option 1: FirstnameLastname (Best for Most People)
Format: linkedin.com/in/johnsmith
Pros:
- Simplest, cleanest format
- Easy to remember and share
- Matches your name exactly
Cons:
- May already be taken (common names)
Option 2: FirstnameLastname-Title
Format: linkedin.com/in/johnsmith-productmanager
Pros:
- Includes keyword for SEO (minor benefit)
- Clarifies your role/niche
- Available if your name is taken
Cons:
- Longer to type or say verbally
- Locks you into a title (if you pivot, URL feels outdated)
Option 3: FirstnameMiddleinitialLastname
Format: linkedin.com/in/johnmsmith
Pros:
- Solves availability issues for common names
- Still professional and clean
Cons:
- Only works if you have/use a middle name
Option 4: FirstnameLastname + Number
Format: linkedin.com/in/johnsmith23
Pros:
- Solves availability if your name is taken
Cons:
- Looks arbitrary (why 23?)
- Less professional than other options
Recommendation: Use this only if firstname-lastname and firstname-middleinitial-lastname are both unavailable.
What to Avoid
- ❌ Special characters (LinkedIn only allows letters, numbers, hyphens)
- ❌ Underscores (use hyphens instead)
- ❌ Birth years (linkedin.com/in/johnsmith1985 ages you)
- ❌ Random numbers (linkedin.com/in/johnsmith42 looks meaningless)
- ❌ Overly long URLs (linkedin.com/in/johnsmith-senior-product-manager-saas)
SEO Benefits of Custom LinkedIn URLs
Google Search
When someone Googles your name, your LinkedIn profile often ranks on the first page. A custom URL with your name is more likely to rank higher than a random string.
Example search: "Emma Thompson designer"
Better result: linkedin.com/in/emma-thompson-designer
Worse result: linkedin.com/in/emma-thompson-b8372a145
LinkedIn Search
Custom URLs may influence how LinkedIn's internal search algorithm ranks profiles, though the effect is minor compared to headline, skills, and activity.
Keyword Inclusion (Minor Benefit)
If you include a keyword (e.g., linkedin.com/in/johnsmith-productmanager), it may provide a tiny SEO boost for that keyword. However, the benefit is so small that you shouldn't choose a URL solely for this reason—clarity and professionalism matter more.
Cross-Platform Branding: Why Consistency Matters
Your LinkedIn URL should align with your other professional profiles for brand consistency:
Example: Consistent Branding
- LinkedIn: linkedin.com/in/sarahchen
- Twitter: twitter.com/sarahchen
- Personal website: sarahchen.com
- GitHub: github.com/sarahchen
When someone finds you on one platform, they can easily find you on others. Consistency builds recognition and trust.
Where to Use Your Custom LinkedIn URL
1. Resume
Include your LinkedIn URL in your contact info section at the top.
Example:
Sarah Chen
linkedin.com/in/sarahchen | sarahchen.com | sarah@email.com
2. Email Signature
Add your LinkedIn URL to your professional email signature.
Example:
Sarah Chen
Product Manager | Tech Co
linkedin.com/in/sarahchen
3. Business Cards
Print your LinkedIn URL on business cards for easy sharing at events.
4. Presentations and Portfolios
Include your LinkedIn URL on the final slide of presentations or in your portfolio to make it easy for viewers to connect.
5. Social Media Bios
Link to your LinkedIn in your Twitter, Instagram, or other platform bios.
What If Your Name Is Already Taken?
Option 1: Add Middle Initial
linkedin.com/in/johnmsmith
Option 2: Add Location
linkedin.com/in/johnsmith-nyc
Option 3: Add Profession/Industry
linkedin.com/in/johnsmith-designer
Option 4: Use Hyphen Between Names
linkedin.com/in/john-smith
Frequently Asked Questions
Can I change my LinkedIn URL multiple times?
Yes, you can change your custom URL anytime. However, changing it breaks old links (business cards, resumes, email signatures), so choose carefully and avoid frequent changes.
Will changing my URL affect my profile's search ranking?
No significant impact. Your profile's search ranking depends on headline, skills, activity, and connections—not your URL.
Should I include keywords in my URL for SEO?
Only if it makes sense professionally. linkedin.com/in/johnsmith-productmanager is fine if you're a product manager long-term. But if you might pivot, stick with linkedin.com/in/johnsmith.
What if someone else has my exact name URL?
Try adding your middle initial, location, or profession. If your name is very common (like John Smith), expect to add a differentiator.
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