Here's what most people don't realize: your CV and LinkedIn are being read by completely different audiences.
Your CV often hits an ATS (Applicant Tracking System) first (its a software that scans for exact keyword matches from the job description. If the job says "stakeholder engagement," and you wrote "worked with stakeholders," the ATS might not make the connection. You need to mirror their language exactly.
But LinkedIn? That's where human recruiters search manually. They're casting a wider net, looking for people who might fit multiple roles. They're not just looking for exact matches, they're looking for someone interesting.
This is why you need different strategies for each
Your CV strategy: Pass the robot, impress the human
Use exact keywords from the job description (if they say "budget management," say "budget management")
Keep formatting simple: standard fonts, clear section headings (Experience, Education, Skills), no tables or text boxes that confuse ATS
Be specific and measurable: "Led rebranding project that increased brand awareness by 35%"
Stay formal and third-person: this is a professional document, not a conversation
Tailor it to each role: what's relevant for one job might not be for another
Your LinkedIn strategy: Be discoverable, be human
Use broader, searchable terms: Instead of "Marketing Manager at ABC Corp," try "Marketing Leader | Brand Strategy, Demand Gen & Team Building | B2B SaaS"
Write in first person: "I help B2B tech companies connect with the customers who actually need what they're selling"
Show personality: Let people see who you are, not just what you've done
Include everything: volunteer work, side projects, courses: it all builds the fuller picture
Bonus! Stay active: One post or comment per week shows you're engaged in your field. Typically I would never force any of my clients to do that if that’s not something they are comfortable with.
Quick action for this week:
Rewrite your LinkedIn headline with 3–5 searchable keywords
Request 1–2 recommendations from people who know your work
Add one thing to LinkedIn that isn't on your CV (certification, volunteer role, project)
Good luck! you can do this
Yours,
Stephanie
