Look closely at the space available and maximum character limits.
You’re on LinkedIn, but you probably are not making the most of your profile there, like an attorney in my network.
David told me how he uses LinkedIn before a trial:
“When I learn the name of my opposing counsel, I look at their profile to learn three things:
- Who else do I know at the firm?
- Who do we know in common?
- Where did they go to law school?”
I replied, “David, it’s great that you use LinkedIn for competitive research. Tell me, do you think opposing counsel is looking at your LinkedIn profile the same way?”
He paused for a minute. Then he said, “You’re right. I never thought of it that way.”
Think: who are the people searching for you – or a professional similar to you – on LinkedIn?
They may be current clients, lapsed clients or referral sources who already know you.
There are many other people searching on LinkedIn for a professional with your skills. They may overlook you – and you may overlook them – when you are not paying attention to your Headline, Photo and About section, three essential components of your profile.
For example, these people already know your name and will type it in LinkedIn’s search bar to learn what you are doing currently:
- Active and lapsed clients
- Co-panelist
- Professional association colleague
- Networking contact
What about other professionals, who probably do not know your name; they search for someone with your background:
- Conference organizer
- Reporter
- Editor
- Podcast host
- Potential employee
- Student seeking summer internship
- Start-up founder
- Nonprofit executive with an empty board seat
- Recruiter
Consider which of these target audiences you wish to attract and how best to convey your capabilities to them and to the AI search engines that are also scouring your profile.
Three Sections of Your LinkedIn Profile
People who view your profile scan three key sections, to the following degree:
Percentage of Time Spent Viewing a LinkedIn Profile
| Section | % |
|---|---|
| Headline | 18 |
| Photo | 30 |
| About | 52 |
Here’s how you can improve each of these sections, in alignment with the people who you want to find you among the many colleagues in your field.
Headline
LinkedIn automatically places the title of your current position in your headline. If yours says:
- Partner
- Founder
- Owner
you are one of several thousand in your state on LinkedIn.
Do you really think someone is looking for a Founder when they need a marketing professional or accountant for their new business?
Consider the difference between:
- Designer at Johnson Design
- Branding, identity, graphic design and message professional for consumer goods, personal care, toiletries and cosmetic products. Logo, website and templates for social media, newsletter, stationery and packaging.
LinkedIn grants you 220 characters to describe your background. The branding professional’s headline above paints a detailed picture and, with 212 characters, could accommodate a bit more information about the industries they serve.
When composing your headline, think about the problem you solve for the reader, plus the benefit you bring, and incorporate their perspective. Keep in mind they may not use technical terms; use words that would be commonly employed in a search, for example:
- Branding
- Design
- Marketing
- Website
- Specific industry
Do NOT cite your company’s name; it displays nearby. If someone already knows the name of your business, they would probably visit the company’s website.
In addition to its presence on your profile, your headline travels with your photo wherever you are present on LinkedIn. When you:
- invite someone to connect with you
- promote your upcoming workshop in a post
- write a comment on another person’s post
your headline will appear.
Check your headline and confirm that it speaks the language of the person, and the AI bot, who you wish to find you in their search on LinkedIn.
Photo
Not displaying a photo reflects negatively.
About one-third of the time people scan your profile, they look at your photo. People check your picture before they meet you, in person or virtually.
After you’ve met, someone will look at it to confirm you are the person they remember talking with, not someone else with your name. (I’ve met another Janet Falk; she lives in the same town as my sister.)
Are you proud of your photo?
If not, plan for a new one.
When your hair style or hair color changes, or for men, your beard or moustache changes, take a new photo. Keep it current and update it every three to five years.
About
Fifty-two percent of the time scanning your profile is focused on your About section.
With free real estate and 2,600 characters, it is astonishing how few professionals take advantage of this space to tout their background.
Don’t leave that section crying for more details.
Take the opportunity to promote your experience and client successes from the perspective of the reader.
Write it in the first person and write long. Don’t hold back because you think people won’t read the entire section. They will only stop reading when they lose interest.
Use this format:
- Mention an issue clients face and indicate you are able to solve it. You have 270-320 characters before LInkedIn inserts the text … more, that requires readers to click an embedded link to continue reading the section.
- Explain what you do.
- Show what motivates you as a professional who serves clients.
- Give a brief example of a client success story.
- Indicate specific industries or situations that you focus on.
- Close with a Call to Action; tell the reader how to contact you about their circumstances.
Here are examples: first, for a branding and design professional and second, for an accountant:
(Introduction)
Cosmetics companies consult me for branding, packaging and website for new products. Together, we review the competitive landscape and establish a niche for their offering. The two draft alternatives adhere to their existing language and color palate. Call me at 347-256-9141 to review your situation. (301)
(Explain what you do)
My branding and design practice works at the juncture of marketing, consumer attitudes, cosmetics, personal care and drug and safety regulation:
- Creative response and deployment of resources
- Personal attention and hands-on approach
- Actionable recommendations
Clients contact me to:
- Design a distinctive appearance for packaging, website and marketing materials
- Maintain adherence to brand standards for related products
- Keep pace with evolving consumer preferences
(Show what motivates you to serve clients as a professional)
Clients recognize I care passionately about the integrity of their products. I evaluate their current situation and seek avenues to highlight unique features and benefits, so their items will stand out in the crowded marketplace. By working closely with all the stakeholders and addressing their concerns, I can create an outstanding brand design and achieve a solution.
Now, for an accountant, here’s a brief example of a client success story:
A dentist noticed an increase in overtime pay to her staff. Upon closer examination, she figured out the bookkeeper was logging unauthorized extra hours and receiving additional pay. The bookkeeper had altered time-keeping records. Working closely with the dentist, I figured out how the records were doctored.
The next day, the bookkeeper overheard a conversation about personnel records between the dentist and the office manager. He resigned the following day, when he realized his fraud was discovered.
(Indicate specific situations or industries where you focus your practice)
My experience includes:
- Medical, dental and veterinary practices
- Day care centers
- Home health care agencies
(Close with a Call to Action)
The sooner we speak, the sooner you will be at ease knowing that your books are balanced and you are in compliance with state and federal regulations regarding records and compensation for your employees. You will move forward with your business, without fixating on the stress of monitoring your monthly and annual financial records. Call 347-256-9141 for a free consultation.
Congratulations on your improved profile!
Now, plan to update other sections, such as experience, publications and projects, where you may list panel presentations and podcast appearances.
This Month’s Tip
Check your numbers on LinkedIn. Is your Headline descriptive of your business? Does it use the available 220 characters to the utmost? Does your About section provide a fulsome narrative in close to 2,600 characters?
Take the opportunity to compose a more detailed Headline and About section. They will increase the likelihood you will appear in a search by the potential clients, conference organizers and reporters looking for you, or a professional with your experience and industry focus.
Set a calendar reminder to review your profile once each quarter.
Contact
Whether they conduct a search on LinkedIn or pose a question to an AI search engine, people seek professionals with your credentials and background. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll compose your Headline and About section, plus count the characters, to improve your LinkedIn profile.
Click here to read prior issues of this newsletter.
Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.