The LinkedIn Audit

Blueprint: Journey
to Supercharged
Professional
Success
Crafted to scale your professional presence

in under 30 minutes.
 💡About this resource
We're thrilled that you've chosen to access our LinkedIn Audit Checklist.

But hey, you might be wondering, why is an audit like this so important?

Well, imagine this: with a comprehensive audit, you'll have the power to supercharge
your LinkedIn strategy. And with that, you'll soar towards exceptional results that
exceed your clients' wildest expectations.

Now, we understand that the idea of an audit can seem daunting, like a time-
consuming challenge you can't afford to tackle.

But fear not, fellow marketer! We're here to save the day!

Our incredible checklist is designed to help you breeze through a top-notch audit for
your LinkedIn Page and Profile, all in just 30 minutes.

And guess what? We've laser-focused on the metrics and goals that truly matter to
your brand.

Sounds like a winning plan, right? Get ready, because we're about to embark on this
exciting audit adventure together!

❓How to use this resource

To perform this audit, you’ll need the LinkedIn Page and LinkedIn Profile access to
relevant information. Or, even better, a Sendible account connected to these.

Do you have it? Great!

Our interactive LinkedIn Audit Checklist will aid you in auditing a brand's account,
including goal-setting, content, hashtags, lead generation, and more!

👈 Check out the resource breakdown on the left to easily navigate to the section of
choice (LinkedIn Page / LinkedIn Profile ).

📝 LinkedIn Page general information

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 Client’s name LinkedIn Page username

Page likes Followers

What is the posting frequency per month (per week, if applicable?)

Average engagement rate based on total follower count

Take the total engagement count and divide their sum by the total follower count. For
example, if the account has 2000 followers, and the post has 150 likes and 15
comments, that’s (150 + 15) ÷ 2000 x 100 = 8.25%). You can do this on a
monthly/quarterly/yearly level, or for the latest published posts.

# Post #1 Post #2 Post #3 Post #4 Post #5 Post #6

List any additional notes - trends on engagement, post quality or quick wins.

🎯 Step 1: Goals and KPIs

Objective: Check if LinkedIn integrates with overall marketing and business goals.

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 What are the current goals for the business, and how do these align with marketing
goals for LinkedIn?

LinkedIn goals should support the overall marketing goals, which in turn should
support the business objectives. For example, if the goal is to generate more event
registrations, your KPIs might include increasing click-through and registration rates.
This means your LinkedIn goals should focus on increasing registrations through
LinkedIn events, increasing CTR on your event promotion posts and event ads. Read
our guide to setting measurable social media goals for more tips!

What are suitable LinkedIn KPIs or metrics to measure?

List the potential LinkedIn KPIs that can be used in the future to measure performance
for set goals.

Are the KPIs clearly What are they/should Do they align with
defined? be? marketing and business
goals?

Yes Yes

[EXAMPLE] KPI (key performance indicator) is a quantifiable measure of performance

over time for a specific objective, while SMART stands for specific, measurable,
achievable, relevant, and time-bound. So, if Engagement is a KPI, the SMART goal
would be to: Increase the number of likes, comments, and shares on posts by 10% each
quarter in 2023. Grab our Social Media KPIs Unplugged template for some additional
help!

Who is the brand trying to appeal to on LinkedIn or social media in general? In

other words, who is their target audience?

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 What kind of content has generated the best results in the past year?

[Pro tip] Go to LinkedIn’s Analytics. To see post performance, go to 👉 Content

Highlights > See more > Sort by Reactions/Engagement
Rate/Clicks/Impressions/Reposts.

Best post for Reactions

Best post for Engagement Rate

Best post for Clicks

Best post for Impressions

Best post for Reposts

Check out our guide to social media data to learn more about LinkedIn Analytics.

Branded reports with metrics that matter

With over 200 modules to explore, you get best-in-
class social media analytics designed to show value.
Build presentation-ready reports tailored for each
client with our drag-and-drop report builder.

>>>Explore custom reports<<<

⚒️Step 2: Account Setup and Page Optimisation

The objective of this step is to establish a strong and appealing presence for the client's
LinkedIn Page, ensuring it accurately represents the brand and effectively attracts the

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 desired audience. Proper setup and optimisation enhance brand identity, improve
discoverability, and encourage meaningful engagement with users.

Is the LinkedIn Page handle/username aligned with the client's brand or business
name?

Are they aligned? What are they/should be?

Yes

Is the username consistent across all social platforms?

Check all active accounts across social networks:

● LinkedIn
● TikTok
● LinkedIn
● Twitter
● LinkedIn
● Pinterest
● Other:

Add suggestions or notes here.

Is your LinkedIn Page optimised for search?

The About section is the perfect place to optimise your company page for search
queries inside and outside of LinkedIn. Ensure the description includes the same

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 primary and secondary keywords your website's homepage is optimised for. Then
check for the other two optimisation hacks listed below:

Does the About Yes What are they/could be?

section include
relevant keywords?

Does the brand’s Yes Add links/icons/buttons

website link to the from your website to your
Page? company page.

Are you sharing Yes When you publish updates

relevant content on your Company Page
optimised for Google they also appear on your
search? public page, allowing your
content to be indexed by
Google.

Ensure your profile image and cover photo highlight what the brand is about.

The best practice for brands is to use their logo as the profile image, and the cover
photo to highlight the awards or services they provide. Check out the rest of the tips
and tricks to optimise your LinkedIn page.

Are they aligned? What are they/should be?

Yes

Does your Company Page include a custom call-to–action button?

If yes, what is it? If not, what could it be?

6
 Does the bio have a clear CTA? What is it/could be?

Yes

Did you populate all LinkedIn Page sections?

LinkedIn has a lot to offer - so why not use it? If the business has multiple entities
under one name ensure it’s using Showcase Pages. If they sell products or offer
services, use a dedicated LinkedIn Product Page to effectively connect your products
with the largest professional community in the world.

Did you connect Yes Notes and next steps

brand’s Showcase
Pages?

Did you populate the Yes Notes and next steps

Product Page?

Is there consistency in the brand tone of voice and style across the published
content and the bio?

Check for consistency. You don’t want your posts to be witty, and bio extremely
professional. What could be improved?

7
 🎨 Step 3: Branding and Aesthetics
Objective: Check the overall account style and visual elements such as colours and
branding.

Is there an overarching theme that fits the brand? What are the unique qualities
that shine through?

What is the initial impression when looking at the account?

Does the brand use a consistent colour palette?

If yes, check posts to see if it’s obvious and consistent and which colours and
elements are dominant. Do they match those of the website and other social media
platforms?

How do the profile and cover image compare to the individual posts?

Are these in sync, or does it look messy? How can this be improved for future posts?

Looking at the Page feed, is the brand story, values and offering clear?

Check if it’s immediately obvious what the LinkedIn Page (or brand) is about:

8
 🧠 Step 4: Content Creation
Objective: Check the quality of visuals, including formats and captions on individual
posts.

Does the content match your client's unique selling proposition (USP)?

The USP is what sets your client apart from their competitors, so you must ensure that
the content matches it.

Does the content match USP? Add suggestions for improvement.

Yes

Is there something that the competitors are doing better?

In order to truly connect with your client's market, you must be aware of what their
direct competitors are doing on LinkedIn, and adjust content creation if necessary.

Competitor's LinkedIn Page

How often do they post?

What content performs well?

Are there any content gaps?

What strategies or tactics can be learned from successful Pages?

List the best practices you noticed during the competitive analysis. Focus on those you
could implement in your content strategy.

What content pillars, formats, themes, and styles are present?

Audit what types of content appeal to your client's target audience and outline if you
should improve any content pillars.

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 Content pillar Themes Post formats Style

Content audit rundown:

Are the posts and Yes What is it/could be?

updates on the
LinkedIn Page aligned
with the target
audience's interests,
needs, and pain
points?

Are the posts and Yes What is it/could be?

updates on the
LinkedIn Page aligned
with the target
audience's interests,
needs, and pain
points?

Are visuals such as Yes What is it/could be?

images, videos, or
infographics used to
enhance the content
and increase
engagement?

Are LinkedIn Articles Yes What is it/could be?

or long-form posts
utilised to establish
thought leadership
and provide in-depth
insights?

Are trending industry Yes What is it/could be?

topics and news
incorporated into the

10
 content strategy to
stay relevant and
capture audience
attention?

Is content diversified Yes What is it/could be?

to include different
formats such as tips,
case studies, success
stories, or behind-the-
scenes glimpses?

Is engagement Yes What is it/could be?

actively encouraged
through clear and
compelling calls-to-
action in the posts?

Is there an ongoing Yes What is it/could be?

analysis of content
performance,
including likes,
comments, shares,
and click-through
rates, to identify high-
performing content
and optimise future
strategies?

Are the photos and videos optimised for LinkedIn?

Verify that there are no poor-quality visuals. For example, are there any blurry photos
or grainy videos? Check for ratios (square, landscape, portrait).

[Pro tip] Sendible can help you quickly optimise images for each social media
platform.

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 Save time when scheduling posts
Schedule social media posts, images, and videos
individually or in bulk as far in the future as you need.
With Sendible, you can tailor your client's posts to
each platform by adding mentions, hashtags, emojis,
and visuals.

>>>Explore Sendible’s Scheduler<<<

📢 Step 5: Content Amplification

Objective: Check how LinkedIn hashtags are used to amplify content.

Are relevant hashtags being used on all of the posts? Yes

Is there a mix of popular, niche hashtags, and branded hashtags? Yes

12
 Are there any hashtags specific to the brand or campaigns? Yes

Are any of the hashtags blocked or broken? Yes

Do the hashtags match content pillars? Yes

Based on your findings, what hashtags could you use in future posts?

This is where you can outline how you’d like to optimise the hashtag strategy.

Content pillar name Group of hashtags Suggestions

Content pillar #1

Content pillar #2

Content pillar #3

Content pillar #4

🤝 Step 6: Employee Advocacy

Objective: Better understand how your team looks to a potential client. Remember,
brand’s employees are its greatest ambassadors. If they are not excited about the
brand they’re working for, why should a prospect be?

Do the employees use Yes Notes and next steps

branded profile
images with their
headshots?

13
 Are employees Yes Notes and next steps
effectively utilizing
LinkedIn's "About"
section to highlight
their roles, expertise,
and company
affiliation?

Have employees Yes Notes and next steps

received
recommendations or
endorsements from
colleagues or clients
on their LinkedIn
profiles?

Are employees adding Yes Notes and next steps

relevant hashtags and
tagging the company's
LinkedIn Page in their
posts to increase
visibility and
engagement?

Are employees Yes Notes and next steps

actively engaging with
the company's
LinkedIn Page by
sharing its posts and
updates?

Do employees actively Yes Notes and next steps

participate in
industry-related
discussions or groups
on LinkedIn?

Are employees Yes Notes and next steps

leveraging LinkedIn's
"Featured" section on
their profiles to
showcase company

14
 news, projects, or
achievements?

🧲 Step 7: Lead Generation

LinkedIn prides itself in being a powerful lead generation platform. And no matter the
industry, a business can always benefit fro quality leads. Use this section of the audit to
examine the success of your current efforts and get new optimisation ideas.

Are lead generation Yes Notes and next steps

forms implemented on
the LinkedIn Page to
capture potential
leads directly?

Is the Call-to-Action Yes Notes and next steps

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 (CTA) clear and
compelling on the lead
generation forms?

Are valuable Yes Notes and next steps

resources, such as
whitepapers, ebooks,
or case studies,
offered in exchange
for contact
information through
lead generation
forms?

Is there a follow-up Yes Notes and next steps

process in place to
nurture and convert
the leads captured
through LinkedIn?

Are LinkedIn's Yes Notes and next steps

Sponsored InMail or
Lead Gen Forms ads
utilised for targeted
lead generation
campaigns?

Are A/B tests Yes Notes and next steps

conducted to optimise
lead generation
strategies, including
form design,
messaging, and CTA
placement?

Is the LinkedIn Yes Notes and next steps

newsletter feature
utilised to engage with
and capture leads
from a dedicated
subscriber base?

Are the newsletter Yes Notes and next steps

16
 topics and content
aligned with the target
audience's interests
and needs?

Is the newsletter Yes Notes and next steps

effectively promoted
across LinkedIn
channels and other
marketing platforms
to attract new
subscribers?

Are subscriber Yes Notes and next steps

feedback and
preferences collected
and considered to
improve the relevancy
and effectiveness of
the LinkedIn
newsletter?

🎬 Action plan
Based on the audit, list the advisable actions, why they are important, who’s the
project lead, and outline the due date.

Action Item Importance/ Project lead Due date

Priority

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 📃 Audit Summary
Use this section to summarise your findings, highlight the major points, and describe
conclusions and recommendations. Ensure this summary includes enough information
so your client can understand what is discussed in the full audit report, without having
to read it.

📝 LinkedIn Profile general information

Client’s name LinkedIn Profile name/URL

Number of connections Number of followers

What is the posting frequency per month (per week, if applicable?)

18
 Average engagement rate based on total follower count

Take the total engagement count and divide their sum by the total follower count. For
example, if the account has 2000 followers, and the post has 150 likes and 15
comments, that’s (150 + 15) ÷ 2000 x 100 = 8.25%). You can do this on a
monthly/quarterly/yearly level, or for the latest published posts.

# Post #1 Post #2 Post #3 Post #4 Post #5 Post #6

List any additional notes - trends on engagement, post quality or quick wins.

🎯 Step 1: Profile purpose and goals

Defining clear goals and purpose for a LinkedIn Profile is important as it provides a
clear direction and focus. It helps align efforts, drives follower’s engagement, and
enables individuals to achieve specific business objectives while fostering a sense of
purpose and value among the professional community.

What is the primary purpose of the LinkedIn Profile?

Is the LinkedIn Profile attracting the right audience that aligns with your brand or
objectives?

19
 What are the current KPIs and goals for the LinkedIn Profile, and how do these
align with the overall LinkedIn marketing goals and business objectives?

Are the KPIs clearly What are they? Do they align with
defined? marketing and business
goals?

Yes Yes

How is the Profile performing in terms of current goals and KPIs?

🌟 Step 2: Profile optimisation

Check that the LinkedIn Profile is optimised for the search, conveying the right tone, and
is consistent with the overall business purpose.

Audit the profile photo and background image.

Is the profile photo Does the background Outline what can be

professional and image clearly state improved.
branded? what your brand is
about?

Yes Yes

[Pro tip] Check out our article on LinkedIn Profiles to learn how to optimise it.

20
 Audit your headline.

You have 120 characters to get your message across. Your goal is to get people
intrigued so that they want to read more about you.

Is the headline Does it include Outline what can be

concise and meaningful keywords? improved.
impactful?

Yes Yes

Does the summary effectively communicates value proposition?

You don't want your summary to be a resume. But, you do want to entice people to
read more.

Skills and endorsements are up-to-date and relevant.

Recommendations and endorsements will help to boost your profile. It's one thing to
write about yourself, but recommendations from people who know you and have
worked with you enhance your credibility.

Multimedia elements (videos, presentations) are included if applicable.

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 Are you using an intro video? Did you add images of certificates, photos of event you
participated in, etc? Adding these will help you craft the perfect image for your new
and existing connections.

🧠 Step 3: Content Strategy

Auditing the content strategy of a LinkedIn Profile is crucial as it helps ensure that the
shared content is valuable, engaging, and relevant to the followers. This optimisation
improves followers and connections’ satisfaction, encourages active participation, and
ultimately strengthens the profile’s overall impact and success.

How often is valuable and relevant content being shared?

Remember, this is your chance to capture new leads and prospects, and nurture
existing ones.

Is the content engaging, informative, and resonating with the members?

How often do you share articles, informational documents, videos, articles, and
images?

22
 Are you using long-form posts for thought leadership?

If you don’t have massive website traffic, LinkedIn long-form posts and articles just
might be one of the best ways to establish yourself as a thought leader.

How does your LinkedIn Profile compare to competitors or similar profiles in your
niche?
In order to truly connect with your target market, you must be aware of what the direct
competitors are doing with their profiles and adjust content creation if necessary.

Competitor's LinkedIn Profile URL

How often do they post?

What content performs well?

Are there any content gaps?

Are there any unique differentiators that can be capitalised on?

Uncover and take note of what is the one thing that sets you apart from your
competitors.

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 🤝 Step 4: Engagement and networking
Auditing engagement and networking on LinkedIn is important because it helps you
build relationships, establish credibility, and increase visibility among industry
professionals. By actively engaging with your connections and participating in
discussions, you create opportunities for career growth, business partnerships, and
professional success.

Question Answer What could be

improved?

Do you have active and Yes

relevant connections
with industry
professionals and
potential clients?

Is the engagement with Yes

existing connections
adequate?

Are you using LinkedIn Yes

Groups for networking?

Are you actively Yes

exploring collaboration
and partnership
opportunities?

Are you participating in Yes

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 relevant
conversations?

🥇 Step 5: Recommendations and testimonials

Auditing recommendations and testimonials on LinkedIn is crucial as they serve as
social proof and validation of your professional skills and expertise. Positive
recommendations and testimonials enhance your credibility, build trust with potential
clients or employers, and increase the likelihood of securing new opportunities and
collaborations.

Question Answer What could be

improved?

Do you have a Yes

sufficient number of
recommendations and
testimonials from
clients, colleagues, or
industry experts that
showcase your skills
and expertise?

Do the Yes
recommendations and
testimonials cover a
diverse range of
projects, experiences,
or aspects of your
work?

Have you received Yes

recommendations and
testimonials from

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 individuals who hold
credibility and
influence within your
industry?

Do you actively seek Yes

recommendations from
satisfied clients or
colleagues to
continually update and
strengthen your
profile's testimonials?

Have you considered Yes

reaching out to
previous clients or
colleagues to request
additional
recommendations or
testimonials to further
bolster your profile?

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 🎬 Action plan
Based on the audit, list the advisable actions, why they are important, who’s the
project lead, and outline the due date.

Action Item Importance/ Project lead Due date

Priority

📃 Audit Summary
Use this section to summarise your findings, highlight the major points, and describe
conclusions and recommendations. Ensure this summary includes enough information
so your client can understand what is discussed in the full audit report, without having
to read it.

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For more useful resources, visit 👇
● Our blog, Sendible Insights for actionable LinkedIn and other social media
marketing advice for brands.

● Sendible's free resources library for more time-saving templates, like our social
media proposal and holiday calendar.
● Our Product blog to learn more about Sendible’s features and the best ways to
use them to grow your and your client’s business.

Grow your LinkedIn with Sendible