Does your LinkedIn Summary capture how you’re extraordinary?
I know, it’s really hard to do, isn’t it? Those who get stuck call me to optimize their LinkedIn profile. The irony is, after I actually write their Summary and Headline, and offer back a first draft, I sometimes catch flak. They say:
“Oh my – I can’t say all that. It’s embarrassing!”
I get it. It’s blinding to be shown your best side.
We are wired for negativity. It’s built into our culture. We’re rigged to see flaws, both others’ and our own. That’s why when we attempt to describe ourselves in our best light, it feels like we’re underrepresenting ourselves – or worse, lying.
A little test: Do you scoff when someone sings your praises?
Potential hiring managers or clients, however, don’t want to see your blemishes in your LinkedIn Summary. They just want to see your grace. They want to be dazzled, intrigued, WOWED. They want to be convinced you’re the one to call to solve their pain.
But because we swim in our insufficiencies, most of us struggle to write an effective LinkedIn Summary. Instead, we write something safe and bland, chock-full of keywords because “that’s what you’re supposed to do,” and cross our fingers we’ll get found for that next dream gig.
Unfortunately, blandness is the most effective camouflage on LinkedIn.
Here’s are 3 strategies I use for writing a more impactful LinkedIn Summary:
Write an irresistible opening line.
While there is no one way to write a great opening, here are 2 effective approaches that will pull your reader in:
- Begin with a question
By beginning with a question, you demonstrate confidence, engage your reader and address an employer’s business pain out of the gate. I use this approach if my client is unemployed and actively job searching, or is an entrepreneur.
(Note: Permission obtained from all clients, identified below).
BEFORE OPTIMIZATION: (Jerry Godwin)
“An executive with 20 years of leadership and management experience.”
This was Jerry’s opening sentence before he hired me. Since there are many executives out there with 20 years of leadership and management experience, his opener doesn’t differentiate him from his competition.
“What’s preventing your Eye Care practice from thriving? I help optometrists and ophthalmologists grow their practices by recapturing unrecognized revenue and opportunity costs.”
Jerry’s new opening sentences accomplishes a lot: It’s specific, orients the reader, and demonstrates how he would resolve a client’s business pain. It’s much more effective
Here’s a second approach to beginning your Summary:
- Declare your superpower
Be clear and specific about what you do really well, and express it in a surprising way.
BEFORE OPTIMIZATION: (Stephen Pearson)
“GOAL ORIENTED and SUCCESS DRIVEN! I am a well-qualified HR professional with expertise in resource allocation, operational planning, and audit reviews.”
While he’s very enthusiastic, and orients the reader out of the gate with his skill set, it doesn’t captivate the reader as it could.
“I solve complex business initiatives regardless of scale, without a map or any precedence.
I enjoy inspiring teams and improving processes so organizations can achieve their most ambitious objectives.”
His new opening is bold and provocative. Don’t you want to know what the rest of his profile says?
Here’s a second strategy to help you stand out:
Share a business lesson that has stuck with you.
I read too many Summaries without a heartbeat. That’s sad, since LinkedIn is a relationship building tool, and provides a wonderful opportunity to share your personality in a way resumes do not. Take advantage of this opportunity to shine!
Early in your career, what did you learn that has stuck with you? This can be interesting and reveal your unique value proposition.
During our interview, Tom Ward told me that at his first job, he realized his customers had a choice about where to spend their money. This insight solidified his commitment to customer service throughout his career.
After he told me that story, I began his Summary with the following:
“Do your customers view your company as the obvious “go to” choice?
Early in my career, I learned that if I fail to care for my customers, a competitor will be happy to step in. As a result, my driving mission became achieving “go to” status with my customers.”
Out of the gate, Tom makes his customer-service focus clear – an asset for any organization.
Share 1-2 proudest career accomplishments.
Share the specific impact you’ve had. Follow the writer’s mantra: “Show, don’t tell.” Describe your best strengths, and then back it up with a story that demonstrates that strength.
BEFORE OPTIMIZATION: (Scott Lowe)
“I am an experienced business development leader with a track record for success in multiple positions. I am a hands on, outgoing, team player.”
The line above is vague, non-engaging, with overused keywords. Unfortunately, Scott’s superpowers are camouflaged.
“My specialty? Closing the most challenging deals. Give me the “toughest nuts,” and I’ll crack them.
I have a knack for repairing business relationships previously thought lost. At a past sales role, I was told by the owner of a local company, “You’ll never get our business.” After he agreed to spend an hour with me, he changed his mind, resulting in an average monthly increase of $18,000 of profitable sales for our company.”
In contrast, this accomplishment story is energetic, demonstrates his superpower, uses unique language, and is specific. Scott walks the talk.
Keep in mind a viewer/hiring manager is sifting through dozens of profiles, looking for The One who raises her eyebrows. Specific examples light up a reader’s brain.
Who are you at your best? By sharing how you’re extraordinary, you lift yourself out of LinkedIn obscurity, demonstrating to hiring managers YOU are their “go to” choice for the role they need to fill.
Julie Bondy Roberts, MA, GCDF is a certified LinkedIn™ Profile Writer and LinkedIn trainer. She is the founder of Coming Alive Career Coaching, and loves teaching people how to get found on LinkedIn. A participant in one of her workshops recently wrote: “Julie’s LinkedIn class took me from a skeptical LinkedIn novice to a believer in the power of LinkedIn!”
To learn more about LinkedIn™ Profile Makeover packages & training your group or organization on growing your business through LinkedIn, contact Julie at firstname.lastname@example.org. You can also follow Julie onTwitter and Facebook.