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.

Make the Most of Your Employee Advocacy Program

Looking for a simple way to share great professional content in your social networks?

If your company offers an employee advocacy program, download the app and start sharing content that matches your professional goals for social media.

This can be a key part of your social media savvy strategy to personally brand and market yourself successfully in social media.

But first, what is employee advocacy?

It’s “brands empowering employees to support the goals of the brand, through employee-owned social media,” says Chris Boudreaux in Social Media Governance.

My employer makes it easy to share company-provided content with Social Circle, powered by Social ChorusNolan Carleton pioneered the approach, with much success.

(This is where I remind readers that opinions in this blog are my own.)

Here are 11 ways to make the most of your employee advocacy program, promoting your company while you build your own professional brand.

  • Download the app. Make it easy to share content by putting the app on your mobile devices. You can use snippets of time during the week to review and share content.
  • Choose content categories that support your professional goals. Align your own social media strategy with the available content categories. For example, you could focus on your company’s business strategy, the customer experience, the employee experience, career strategies or community engagement, just to name a few.
  • Customize your feed for your content categories. Once you know what types of content you want to share, see if you can customize the content you see. This will make the process more efficient as you choose what to share.
  • Select the social media platforms you want to post on. Assess how the available content lines up with the platforms where you’re most active for professional purposes. In my case, it’s LinkedIn and Twitter.
  • Keep looking before you link. Just as you shouldn’t link to other social media content without reading it first, you should do the same with a company-provided message. Make sure it reflects well on your professional brand before sharing it.
  • Tailor company-provided messages to your voice. You can use the company-provided messaging to share links, or you can edit it to be closer to your own voice. Just be sure that the edits you make reflect positively on your company.
  • Share your pride in your company. Let your enthusiasm for your company shine through. Whether you love the employee experience, the products and services, or everything about your organization, share that sentiment.
  • Follow your company’s social media guidelines. Make sure to follow the spirit and the letter of social media guidelines at your company. When in doubt, err on the conservative side. While you’re acting as a brand ambassador of your company, that holds you to a higher standard.
  • Target 3 or more posts each week. Sprinkle your company’s posts among a broad variety of content you’re sharing. Don’t go overboard with excessive sharing. Since it’s company-related content, post it on weekdays. Your platform may enable you to schedule sharing in advance to post at a specific time.
  • Share social content from colleagues. Keep an eye on content from colleagues who also engage in the advocacy program. Share their content if it fits with your overall goals. This promotes your colleagues, your company and you – a triple win.
  • Experiment and refine your approach. Check the analytics for each of your social platforms to see how your community is engaging with content from your company. Make adjustments based on that, and keep fine-tuning as you go.

 

What if your employer doesn’t offer an employee advocacy program? Make a pitch to your Corporate Communications team.

Here’s a key data point. Consumers see recommendations from friends as the most credible form of advertising – as much as 83%, according to a Nielsen study.

And IABC Fellow Shel Holtz shares for corporate communicators that “employees are now your most credible spokespeople.” This is based on the 2017 Edelman Trust Barometer.

Also, check out the 2016 State of Employee Advocacy report from JEM Consulting and Advisory Services.

The study’s leader Jen McClure notes that, “Most employee and brand advocacy programs are still fairly new, and companies are still developing best practices.”

How are you using an employee advocacy program to promote your company’s brand along with your own?