Make sure you’re in Profile Edit mode. Now we are going to tackle a super-important element in your profile: Summary. It is the first glimpse at who you really are and what you do. If a colleague, consulting firm, or job-recruiter glances at your summary and is not impressed, he/she probably won’t read any further. It’s lights out on your profile.
Before drafting this section, you need to determine the purpose of your profile. Is it to network, to promote you, to promote your business, or a combination of the preceding? Who will see it? Your summary must be written to fit your profile purpose(s). This section will be tailored to the image you want presented.
Summary: Click Edit. This section consists of 2 parts:
(1) Professional Experience & Goals which is a highlight “film” of your background, experience, and what you can offer a client, and
(2) Specialties field to highlight your areas of expertise and what distinguishes you from the rest of the pack
Professional Experience & Goals (max. 2000 characters). This blank white area should be filled with your “elevator speech.” Remember my blogs on that topic? NO! That’s okay. Format-wise, use lists, if possible. They’re easier and faster to read than running text. Carefully craft a capsule description of
a. who you are (teacher, professor, researcher, writer, secret agent, GEICO gecko, etc.)
b. what you do (conduct psychological profiles on the men in the Capital One commercials) or produce (books on rodents and lizards used in GEICO commercials)
c. what you can do for your target audience (create hilarious commercials for rich insurance companies)
The last-named focus is for consulting and business purposes. Consulting firms and clients want to know specifically what benefits or outcomes you can provide for them.
Beyond these outcomes, identify your goals.
This section should be brief and pop off the page so a colleague, client, or recruiter will stop and take notice. Since LinkedIn only formats in PLAIN TEXT, not HTML, you’re limited in popping options. I recommend UPPER CASE for important words and heads or “apostrophes” around other words for emphasis. Don’t get carried away.
Specialties. Identify your categories of expertise. These can be more specific than b above. What can you do differently or better than others with a similar background? Why should a client or employer hire you as a consultant, speaker, or CEO?
Click Save Changes.
What’s Next? I’ll add information on experience and education, which you can copy from your CV. Your profile should be taking shape.
COPYRIGHT © 2010 Ronald A. Berk, LLC
