1. A method comprising: identifying incomplete member profile fields in a member profile associated with member of an online social networking service; determining, based on accessed profile completion score criteria information, using one or more hardware processors, profile completion score weight values associated with the incomplete member profile fields in the member profile, each profile completion score weight value associated with each of the incomplete member profile fields indicating a relative predicted effect on an outcome metric in response to completing the respective member profile field in comparison to not completing the respective member profile field; ranking the incomplete member profile fields in the member profile, based on the profile completion score weight values associated with each of the incomplete member profile fields; and displaying, via a user interface, a list of one or more of the highest ranked incomplete member profile fields, together with a prompt recommending the member to complete the identified incomplete member profile fields.