As a career goes from entry-level to increasing levels of seniority, the recruitment process will change. Junior-level candidates are expected to apply for jobs – Executives in senior roles expect to be approached by executive search firms. However, for this to happen, the candidate has to be found. In the context of Linkedin, this means that a recruiter – working on a specific search to find the best candidate for a particular role with a particular organization – needs to find the candidate profile in a database of more than 500 million. This is why executives turn to Linkedin profile optimization.