Make the Most of Your LinkedIn Headline

When you scroll through your news feed, what grabs your attention? A great headline, of course.

It’s the same with your LinkedIn profile. You can – and should – create a personal headline. Otherwise the default is your current job title.

This is a lost opportunity on prime real estate in your profile. Not only does it display prominently in the mobile version of your profile, but it also appears in a Google search that displays your profile. It helps you stand out when people are searching.

You have 120 characters to describe yourself in a unique and compelling way. You should use every one of them, says personal branding expert William Arruda.

Your headline should share both what you do and how you benefit your target audience. That goes back to your goals for LinkedIn. Do you want to build your professional brand? Develop a reputation as a thought leader in your field? Position yourself as a candidate for your next job?

LinkedIn expert Donna Serdoula outlines two approaches to headlines in her book on LinkedIn Profile Optimization. (Even as the LinkedIn algorithms evolve, this is a great reference book with underlying concepts that are invaluable for personal branding.)

The first is using keywords – words or phrases that describe you and are likely to be used in an internet search. Serdoula suggests asking, “What are the keywords a person might type into LinkedIn search to find you?”

The second is a benefits statement — what you can do for your target audience. Here Serdoula suggests asking, “How do I help individuals and businesses?” and “What benefit do others receive from working with me?”

If you can accomplish both keywords and benefits in 120 characters, that’s even better.

Keyword-Rich Headlines

From my own LinkedIn network, here are some standout keyword headlines:

Shel Holtz – Communication Strategist, Public Speaker, Author, Trainer

Lisa Skeete Tatum – Entrepreneur | Investor

Allison Long – Professional Networker | Career Matchmaker | Connector of Dynamic Teams and Great Talent

Rene Dufrene – Innovative Business Development Executive | Team Leader | Alliance Design, Negotiation & Operation | Cloud Services

Erin Gollhofer – Global Corporate Social Responsibility Professional

Debbie Storey – Published Author | Speaker | Consultant on Leadership, Diversity & Inclusion, Customer Service, Resilience, Courage & Confidence, and Women in Business

Anthony Mirenda – Global Communications Leader | Corporate Reputation | Crisis & Issues Communications

Benefits-Focused Headlines

Also from my LinkedIn network, here are some compelling benefits headlines:

Michael Ambrozewicz – Engaging AT&T employees in how we deliver a mobile and entertainment experience in the U.S.

Amy Posey – Creating powerful leadership development experiences and making work more productive and effective at Peak Teams

Gary Zucker – Helping marketers and researchers make sense of customer feedback to test ideas, build loyalty and grow revenue

Catherine Fisher – Helping people build their professional brand on LinkedIn

Glenn Llopis – Disrupting the status quo and reinventing the way we work

Anat Mahrer – Creating a compelling and unique employee experience

Jon Lara – Delivering employee benefit strategies that enrich participant lives while optimizing company financial results.

How A Headline Evolves

Before writing this post, my headline was “Communications & Marketing Leader in Entertainment & Tech.” My goal was to highlight my functional areas, my level and my industries. Brevity and fitting a headline on two lines for mobile viewing were also priorities.

Then I edited it into a benefits statement that included my employer’s newer industry. “Communications & Marketing Leader in Tech, Media & Telecom helping people and organizations tell their stories.” (Opinions expressed in this blog are my own.)

But that repeated the opening of my summary statement a few lines below the headline. So I went back to what Serdoula calls “a keyword-saturated headline.”

Now my headline has my “VP” title to be more specific than “leader.” It includes AT&T as the name of my employer – a company I’m proud to say was recently named to FORTUNE’s 100 Best Companies to Work For. And it showcases this blog about social media savvy for corporate professionals.

Perhaps this highlights the most important thing about any social media presence – always be changing, evolving and improving. Just like the platforms themselves. And just like life.

Be Bold in Growing Your LinkedIn Network

“In growing your network, you want it to be both diverse and concentrated,” personal branding expert William Arruda wrote recently in Forbes about how to cultivate a powerful LinkedIn network.

First, begin with why you’re on LinkedIn. What do you want to accomplish? How can growing your network help you do that?

Second, ask yourself this question: Who did you meet this week, who will you be meeting soon and who do you want to meet?

Third, take a few minutes every week to add to your LinkedIn network. Always send a personalized invitation, explaining how you know each other and why you’d like to connect.

As you build your network, make sure your profile presents you in the best light. Here are great profile tips from LinkedIn career expert Catherine Fisher and Landit CEO Lisa Skeete Tatum. They spoke this winter at the MAKERS Conference for women’s leadership.

Who did you meet this week? Did you start working with any new colleagues? How about vendors? Invite them to join your network.

What professional, civic and charitable organizations are you involved with? Invite key people from those groups to be part of your network.

Look at your email contact list, your Facebook friend list, your Twitter followers and so on. Identify the ones you want to invite to your LinkedIn network. The “grow your network” feature on LinkedIn will see who you already know based on your email address book.

At the airport recently, I ran into someone I met a few years ago at an event at my son’s school. We struck up a conversation and caught up on what was going on at our respective employers (opinions expressed in this blog are my own). To keep the connection going, I followed up with a LinkedIn invitation.

One of my professional associations, a roundtable for senior communicators, also had its quarterly meeting this week. At the end of each day, I sent personalized invitations to people I’d met. An even better strategy – one colleague sent invitations in real time during our roundtable discussion of timely issues.

Who will you be meeting soon? What’s on your calendar for the coming week or month? Will you be meeting new people? Send them an invitation in advance of the event.

When you meet in person, you’ll already be acquainted with each other’s LinkedIn profiles and you may find a great conversation starter. For example, maybe you know interesting people in common or your new connection is working on a project you want to learn more about.

Who would you like to meet? Are you working in a new area and want to learn from the luminaries in the field? Are there companies of interest you want to know more about? Are there second-level contacts you’d like to add to your network?

This is where the personalized invitation is especially important. Explain in a compelling and brief way why you’d like to connect.

Take advantage of the “people you may know” algorithm in LinkedIn. Is there anyone you’ve missed connecting with? Invite them to your network.

Lucas Buck recommends looking at alumni groups and people who have similar college degrees. He’s an area sales manager at Farmers Insurance who uses LinkedIn highly successfully to achieve his business objectives.

He spoke last fall at a networking group affiliated with my son’s school. What did I do the same day as the event? I sent personalized LinkedIn invitations to the people I met at the event, along with Lucas.

Here’s a sidenote about conference speakers. Introduce yourself and chat with the speaker briefly before they speak, if they aren’t too busy with final presentation preparation. Fewer people line up to talk with them before their presentation, as opposed to the larger group that tends to gather after the talk.

Back to LinkedIn, what strategies do you use to grow your network?

Be Bold in Your LinkedIn Profile

What’s one action you can take today to kick-start your career?

Tell a bold story in your LinkedIn profile.

Here are powerful strategies from this month’s MAKERS Conference. LinkedIn career expert Catherine Fisher and Landit CEO Lisa Skeete Tatum led a standing-room-only session on managing your personal brand.

What is a personal brand? The presenters cited Jeff Bezos, who says “your brand is what people say about you when you leave the room.”

To define your brand they asked a key question: what do people want you in the room for? Put another way: what is the best of you?

How you answer these questions will shape the story you tell about yourself in social media and in real life. (And if you’re looking to reinvent your brand, there are great ideas from bestselling author Dorie Clark.)

While a brand – for a corporation, a product or a professional – is built over time, here are actions you can take today for a bolder LinkedIn profile.

They’re from the LinkedIn tip sheet above, along with how I’ve made them work for me. (Opinions expressed in this blog are my own.)

  • Include a professional photo. According to LinkedIn, your profile is 14 times more likely to be viewed if you have a photo. Here’s how to take a great headshot. If you don’t have a high-quality recent headshot, get one done this month.
  • Personalize your headline. Don’t use the default of your current job title. Show what you do and what makes you unique. Look at a variety of headlines for inspiration to see what catches your eye.
  • Add visuals. There are 20 million pieces of content on member profiles. Is your content among those? Post videos and pictures of your best work. Upload relevant presentations that can be shared with the public.
  • Post a compelling summary. Make it 40 words or more. Include keywords for your industry. Read others’ summaries to see what appeals to you. Writing in first person is stronger and bolder than third person.
  • Cover your past work experience. Your profile is 12 times more likely to be viewed if you list more than one position. If you’ve been working for several years, though, you can omit earlier positions that don’t add to your story.
  • Include volunteer experience and causes. This information increases profile views 6 times. If you’re looking for areas to engage, get involved with your company’s philanthropic causes and volunteer opportunities.
  • Check out LinkedIn Learning. We all get to be lifelong learners, and this feature offers hundreds of online courses. It’s a great reason to become a premium subscriber, which I did a few years ago for the analytics.
  • Share your contact information. Make it easy for people to get in touch with you. Include your email address, your blog, your Twitter handle and your company’s website. However, consider omitting your cellphone number.
  • Customize your public URL. Here are easy instructions. For consistent branding, use your name in the URL the same way you use it in other social profiles. Put it on your resume, business card and email signature.
  • Add skills and get endorsements. Be deliberate about skills you list. Your top 3 skill endorsements display in mobile search, so reorder them to show the ones that best tell your story. Give back to your network by endorsing others’ skills.

One of my goals for the MAKERS conference was to meet new people in every session. At the end of each day, I looked them up in LinkedIn. If I only had a first name and a company, I was able to search with that and find the right profile.

Then I sent personalized invitations (don’t send the default invitation!). Now we’re connected and can easily keep in touch as we build on the conference learnings.

How have you been bold in your LinkedIn profile?