LinkedIn URL Customization Guide: Optimize Your Profile and Company Page

Why Custom LinkedIn URLs Matter

Your default LinkedIn URL looks like this: linkedin.com/in/john-doe-a1b2c3d4e5. Compare that to linkedin.com/in/johndoe. The custom version is cleaner, more professional, and easier to share on business cards, email signatures, and resumes.

For company pages, linkedin.com/company/brandname signals professionalism. linkedin.com/company/12345678 does not.

Personal Profile URL Customization

How to Customize

1. Log into LinkedIn and go to your profile
2. Click "Edit public profile & URL" in the top right
3. Click the pencil icon next to your current URL
4. Enter your desired custom URL
5. Save

Rules

• 3-100 characters
• Letters and numbers allowed
• Hyphens allowed (no underscores, periods, or spaces)
• Case-insensitive (but displays exactly as entered)
• Must be unique

Best Practices for Personal URLs

Use your name: linkedin.com/in/johndoe or linkedin.com/in/john-doe

If your name is taken:

• Add your middle initial: /in/johnmdoe
• Add your credential: /in/johndoecpa
• Add your industry: /in/johndoemarketing

Avoid:

• Random numbers: /in/johndoe123
• Outdated titles: /in/johndoevp (you might change roles)
• Excessively long URLs: /in/john-doe-senior-marketing-director-nyc

When to Use Hyphens

Hyphens improve readability for longer URLs:

• /in/johndoe ✅ (short enough without hyphens)
• /in/john-doe ✅ (equally good)
• /in/sarahconnormitchell → /in/sarah-connor-mitchell ✅ (hyphens help readability)

Company Page URL Customization

How to Customize

1. Go to your company page as an admin
2. Click "Edit Page"
3. Find the "LinkedIn Public URL" section
4. Enter your desired company URL
5. Save

Rules

• 3-100 characters
• Letters, numbers, and hyphens allowed
• Must be unique
• Requires admin access to the page

Best Practices for Company URLs

Match your brand name: linkedin.com/company/brandname

Match your other social handles: If you're @brandname everywhere else, be /company/brandname on LinkedIn.

Keep it short: /company/brandname is better than /company/brandname-inc-official

If Your Company Name Is Taken

• Check if the existing page is your company's old page (you might be able to merge)
• Use a consistent modifier: /company/brandnamehq
• Add "io" or "app" if relevant: /company/brandnameapp
• Contact LinkedIn support for trademark conflicts

LinkedIn URL in Professional Contexts

Email Signatures

Include your custom LinkedIn URL in your email signature. A clean URL builds credibility:

John Doe | Marketing Director
linkedin.com/in/johndoe

Business Cards

A custom LinkedIn URL fits cleanly on business cards. Default URLs with random characters look unprofessional and are impossible to type.

Resumes

Recruiters check LinkedIn profiles. A custom URL on your resume signals attention to detail and digital proficiency.

Speaker Bios and Conference Materials

When you're presented as a speaker or panelist, a clean LinkedIn URL lets attendees connect with you easily.

SEO Benefits of Custom URLs

LinkedIn profiles rank highly in Google for name searches. A custom URL helps by:

• Reinforcing your name in the URL (Google uses URL as a ranking signal)
• Making the link more clickable in search results
• Preventing duplicate profile confusion

Company Page Optimization Beyond the URL

While customizing your URL, also optimize:

• Company description: Include relevant keywords in the first 156 characters (visible in search)
• Industry and company size: Helps LinkedIn surface you in relevant searches
• Logo and banner: Professional visuals build trust
• Specialties: Add keywords that describe your services
• Featured content: Showcase your best posts and articles

The Bigger Picture: Brand Consistency

Your LinkedIn URL is one piece of your brand's digital identity. Ideally, your LinkedIn URL, domain, and social handles all match — creating a seamless brand experience across every platform.

Check your brand name's availability across LinkedIn, other social platforms, domains, and trademarks with BrandScout — one search covers everything you need for a consistent digital presence.