The LinkedIn Headline: Your Brand in 120 Words or Less

Most parts of your LinkedIn profile are fairly straight-forward.  Complete this, select that, edit thoughtfully, and you are on your way to a new LinkedIn profile.  The stumbling block for many is the headline.  You have 120 characters to brand yourself, get located through keywords, and attract the reader to explore the rest of your headline.  That small space on your profile carries a lot of weight.  Let’s tackle some of the common questions about the LinkedIn headline.

What is a LinkedIn profile headline?

The LinkedIn profile headline is below your name at the top of your profile.  Your photo, name, and headline are the first things viewers will see.

What happens if you skip the headline?

Nice try.  If you skip the headline, LinkedIn will fill the headline space with your current job title and employer. Skipping the effort and allowing the default is not a good choice. This is prime marketing real estate – and it’s free!  Customizing your headline is crucial to your brand. Why miss this branding opportunity? Take the time to consider what you want the world to know about your expertise.  Create a short, but impactful headline to help engage the reader and give you the opportunity to establish your credibility.

What makes a headline effective?

First we should define the purpose so we can understand what is effective.  The point of the profile is to introduce keywords.  Recruiters and hiring employers can perform searches based on criteria and keywords.  Scrutinize your word choices, so you have a better chance of being found.  Secondly, you want those that find you to be interested.  Again, carefully choose the words that indicate the value you bring to your target job.  Try viewing other profiles of professionals with jobs similar to your target job.  Also, view job postings to see what employers find valuable. You can then introduce key words and examples in the summary and throughout the profile to establish and manage your brand.

What are the recommended headline styles?

There are different approaches to the headline.  You could start with your title, followed by keywords that define your areas of expertise.  If you are a consultant, you could share keywords describing your services.

Do you possess a unique certification or degree?  Differentiators are great content for your headline. If you list a series of keywords, you can use some accepted symbols to help the information stand out.

What headline tactics should I avoid?

• Do not shout. In other words, do not use all uppercase letters.
• Avoid desperate pleas for jobs.
• Cut the fluff, such as “Innovative and creative problem solver.”
• Omit contact information.  This is not the correct section for your contact details. There are other areas on the profile where you can include contact information.
• Offbeat humor and politically incorrect statements can be harmful to your  career.

The headline on LinkedIn is an excellent branding opportunity.   Take advantage of those 120 characters to communicate what you do well and the value your bring.   If you would like help crafting your profile, contact me.  I would love to be a part of extending your brand through LinkedIn.