The “Open To” feature sends a message – make sure it’s the right one
One of the questions I get asked most often is whether founders and professionals should use LinkedIn’s “Open To” feature. On the surface, it seems like an obvious decision. If you’re looking for new opportunities, why wouldn’t you tell people?
The reality is a little more nuanced.
Like every element of your LinkedIn profile, the “Open To” banner communicates something about your personal brand before anyone reads your headline, your About section, or your experience. Whether you’re looking for clients, partnerships, investors, or your next role, people will make assumptions based on what they see first.
That’s why I don’t think the question is simply whether you should use the feature. The real question is whether you’re using it in a way that supports the reputation you’re trying to build.
Your LinkedIn profile is more than a job search tool
One of the biggest mistakes I see professionals make is treating LinkedIn like an online job board.
While LinkedIn certainly helps people find employment, it’s evolved into something much bigger. Today, it’s where founders build authority, executives establish credibility, investors evaluate opportunities, and decision-makers research the people they’re considering working with.
Your profile isn’t just viewed by recruiters.
It’s viewed by potential clients.
Future business partners.
Conference organizers.
Journalists.
Investors.
Prospective employees.
Every update you make influences how those audiences perceive you.
Before enabling any profile feature, ask yourself whether it aligns with the image you want to project.
Different goals require different strategies
The right approach depends entirely on what you’re trying to achieve.
If you’re actively searching for your next role, using the “Open To Work” feature can help recruiters discover your profile more easily. LinkedIn even allows you to limit this visibility primarily to recruiters, making it a useful option for many professionals.
However, founders and business owners should think more carefully.
If you’re trying to attract clients, grow your company, or position yourself as an industry leader, having your profile primarily communicate that you’re looking for work may unintentionally distract from the message you actually want people to remember.
That’s why your LinkedIn profile should always reflect your primary objective.
Every element should reinforce the same positioning instead of sending mixed signals.
Positioning matters more than features
One lesson I’ve learned after reviewing thousands of LinkedIn profiles is that people rarely remember individual profile features.
They remember how your profile made them feel.
Did you appear confident?
Did you clearly communicate your expertise?
Did your profile make them trust you?
Or did it create uncertainty?
Your positioning is built from the combination of your profile photo, banner, headline, featured section, experience, recommendations, and the content you consistently publish.
The “Open To” feature is only one small piece of that puzzle.
It should support your positioning, not define it.
The strongest profiles communicate value immediately
When someone lands on your LinkedIn profile, they’re asking themselves a few simple questions.
Who are you?
Who do you help?
Why should I trust you?
Those answers should be immediately obvious.
If visitors have to scroll through your profile trying to understand what you do or why they should connect with you, you’re creating unnecessary friction.
Whether you’re looking for a new role or building your business, clarity is one of the most valuable assets your profile can have.
People don’t connect because your profile uses every available feature.
They connect because they understand your value.
Every profile decision shapes your personal brand
One reason I’m passionate about LinkedIn optimization is because every profile element contributes to your reputation.
Your profile picture creates a first impression.
Your headline establishes your positioning.
Your About section tells your story.
Your content demonstrates your expertise.
Even small details communicate something about your professionalism and priorities.
That’s why I encourage founders and professionals to stop asking whether a feature is “good” or “bad.”
Instead, ask whether it supports the personal brand you’re intentionally building.
The answer will often become much clearer.
Build a profile that works long after your job search ends
Whether you’re currently looking for opportunities or planning your long-term career, your LinkedIn profile should be treated as a long-term business asset rather than a temporary résumé.
The strongest personal brands aren’t built during a job search.
They’re built consistently over time through thoughtful positioning, valuable content, and a reputation that continues growing regardless of your current role.
When your profile clearly communicates your expertise and consistently reinforces your credibility, opportunities begin finding you instead of the other way around.
That’s the real power of LinkedIn.
Watch the Full Video on YouTube
If you’d like to understand when you should – and shouldn’t – use LinkedIn’s “Open To” feature, I’ve created a dedicated YouTube video where I break down the common mistakes professionals make, explain how the feature influences first impressions, and share the strategy I recommend depending on your goals. Whether you’re looking for your next role or building your personal brand as a founder, the video will help you make a more informed decision.
Our YouTube channel is where I regularly share LinkedIn profile tips, personal branding strategies, and practical advice to help founders, CEOs, and professionals build authority online. If you’re serious about making LinkedIn work for your career or business, be sure to watch the full video and subscribe for future insights.
And if you’re ready to build a LinkedIn presence that attracts opportunities long after you’ve updated your profile, I’d love to welcome you to the Private Founders Community. Inside, we help founders and business leaders create personal brands that inspire trust, generate inbound opportunities, and become lasting competitive advantages.
