by David Marwick, KempMillJobAssist
August 17, 2026
Joe Apfelbaum, a LinkedIn trainer, among other things, created a 22-point checklist to help you optimize your LinkedIn profile.
For each one, he explains why it is important and offers suggestions on how to improve it.
Some of Joe’s advice is more relevant to business owners seeking new business than to individuals seeking a job.
Here is a list of the 22 items, including comments on how Joe has been creative in populating those fields.
- LinkedIn Banner: Your Digital Billboard (Comment: His banner field rotates through five images, each of which highlights another aspect of his business.)
- Profile Photo: The 21x Multiplier
- Name Field: Keep It Simple and Compliant (Comment: This field allows you to pronounce your name. He not only pronounces his name, but also includes a sales pitch.
- Headline: Your 220-Character Sales Pitch
- Profile Verification: The Trust Signal
- Pronouns Field: Strategic Real Estate (Comment: In some circles, specifying your pronouns signals a particular political outlook, which can be helpful or harmful, depending on your target companies. Instead of listing his pronouns, he describes himself as a “LinkedIn Whale.”
- LinkedIn Premium: Worth the Investment?
- About Section: Where Conversions Happen
- Recommendations: Third-Party Validation
- Skills: Align with Your Goals
- Content Posting: Your Visibility Engine
- Featured Section: Your Highlight Reel
- Custom URL: Professional and Memorable
- Experience Section: Proof of Your Track Record
- Services Page: Your LinkedIn Storefront
- Follower Growth: Quality Over Vanity Metrics
- LinkedIn Newsletter: Direct Access to Your Audience
- Video Content: The 5x Engagement Multiplier
- Social Proof: Getting Others to Talk About You
- LinkedIn Live Events: Real-Time Authority Building
- Company Page: Amplify Your Personal Brand
- Education Section: Credibility and Keywords (Comment: In the section where people usually list their educational credentials, he has this text: “Whatsapp Me +1-917-865-7631”
You can find “The Ultimate 22-Point LinkedIn Checklist (2026 Edition)” at https://joeapfelbaum.substack.com/p/linkedin-profile-optimization-tips
He says it’s been optimized for the 2026 algorithm.
You can learn more about Joe at https://www.linkedin.com/in/joeapfelbaum/
He has 500+ followers and about 57,000 followers on LinkedIn.
Our usual caveat: Profit-seeking coaches presumably provide some content for free in the hope that you will later purchase some of their services.
Joe has woven numerous sales pitches into both his LinkedIn profile and this checklist.