Your LinkedIn profile is a powerful tool for building your personal brand, and the LinkedIn About section is one of the most important elements. It’s the place to tell your story—a story that will be the most-read version of your bio. In our digital-first world, your LinkedIn About serves as a lasting first impression. Yet, many professionals don’t maximize their About, and some even leave it blank. To craft an authentic, relevant, and captivating About, follow these three steps.
1. Prepare
The University of Minnesota suggests you “Think, then write.” Taking time to reflect and gather content before typing helps you craft the best version of your story. Here’s what to think about:
Goals
Before putting finger to key, clarify your goals. In addition to being relevant, your About should be aspirational, connecting who you are now with who you want to become professionally. What’s next in your career? Define your purpose, then identify the goals you want to achieve that will help you fulfill that purpose.
Your Audience
Your About should appeal to your brand community—the decision-makers and peers you want to impress, influence, and inspire. Who are the people you seek to impact? Your About needs to speak directly to that audience, not all billion-plus LinkedIn members. Keep it focused to make it potent.
Content
Gather content that builds both likability and credibility. The most powerful LinkedIn About sits at the intersection of these two key elements:
- Credibility: Include work experiences and achievements that highlight your skills and expertise–especially as it relates to your future plans. Collect stories of your accomplishments, awards, degrees, and other accolades that showcase your knowledge, endorsements, and most impressive successes.
- Likability: While credibility is essential, adding personality makes your profile engaging and memorable. No one gets excited about a long list of degrees and titles. That’s why you need to showcase your values, passions, and unique skills—the things that make you, you. Answer these questions: What’s your superpower—that thing you do better than anyone else? What helps you stand out from others who does what you do? What do you like best about what you do for work? What makes people want to connect with you?
2. Compose Your Draft
Since only the first few lines of your About are visible when people check out your profile, make those lines enticing enough to inspire the reader to click “see more.” These opening lines should be inspiring, provocative, or intriguing to set the tone for your entire About and bridge to your current role to establish relevance.
Then, write your story by weaving together the elements of likability and credibility. Acknowledge that it’s often hard to write about yourself and expect your first draft to be less than perfect. Keep iterating until you feel it truly represents you. This is an important writing task, so don’t rush it or put too much pressure on yourself.
Best Practices For Composing Your Draft LinkedIn About
- Write in the first person to create a conversational tone between you and those who seek to learn more about you. Writing in the third person puts distance between you and the reader.
- Repeat all the relevant keywords that align with your career goals, job function, and industry.
- Keep it real, but aspirational. Your About should be grounded in authenticity while at the same time presenting a clear vision of where you’re headed in your career.
Once you’ve created a draft you’re happy with, gather feedback. Ask colleagues, managers, clients, friends, and networking contacts from your target audience to review it. Incorporate any helpful feedback. Then use this quiz to evaluate your About’s readiness before uploading.
3. Publish, Promote, And Pat Yourself On The Back
Once your About is polished and ready for prime-time, upload it to LinkedIn and start driving people to it. Here’s how to boost its visibility:
- Secure your domain name and point it to your LinkedIn profile. Include this link in all your professional communications, like at the end of all emails.
- Update your network. Reverse sort your email inbox to identify important past connections and add them on LinkedIn. Send connection requests to get your network up-to-date. Then make a plan to add all the new people you meet to your LinkedIn network soon after meeting them.
- Use your profile link and a QR code as a way to connect with you when delivering presentations, publishing articles, attending networking events, or creating videos. Make LinkedIn the go-to place for those interested in your work.
Remember to acknowledge yourself for the hard work you put into crafting a stellar, on-brand About. Schedule time in your calendar at least yearly to review and refine your About so it remains current and compelling.
LinkedIn About Examples
Sometimes, checking out others’ LinkedIn Abouts can provide a spark that will help you craft your own. These examples are as unique as the people they describe. No two of these LinkedIn Abouts are even slightly similar, yet each is a compelling narrative that makes you want to know more:
With a thoughtful About, you’ll make a powerful impression on anyone who visits your profile, and you’ll be one step closer to expanding your personal brand and advancing your career. Enjoy the process, and celebrate the result!
A pioneer in personal branding and virtual presentation skills, William Arruda helps professionals stand out in the digital world. Download his free guide 9 Fun and Easy Ways to Rev Up Your Online Meetings and Presentations and transform your online events into powerful, engaging, branded experiences.