Explore how your LinkedIn headline can clarify your brand and differentiate you from everyone else.
My goal with LinkedIn is to create a platform to appeal to my potential clients:
- I want to be found by using the right keywords in appropriate volume.
- I want viewers to understand quickly what I offer, differentiate myself from other coaches, and see a solution to their needs.
- I want to engage with my connections so we can find ways to help each other.
Today I had a wonderful conversation with a new connection, Julia Cha, an executive coach specializing in mindset coaching with executives and entrepreneurs. Our practices are complementary. We do not overlap much, but we have similar interests. This conversation hit all three of my objectives at the same time!
Julia gave me some insight into how my profile is viewed. I appreciated the feedback from a fellow coach who knows a thing or two about marketing for entrepreneurs. She had some great suggestions on how to differentiate myself from other job search coaches. Since I believe the same techniques are useful for entrepreneurs and job seekers, I want to share what I learned.
Recently I’ve spoken to several LinkedIn connections who have had terrible, expensive experiences with resumes. I looked at several very expensive, but absolutely UGLY resumes, that cost a LOT of money. One person says she cries every time she looks at her resume.
I know I deliver better value and a better product, but how can I differentiate myself from the other resume writers who can’t do what I do?
Julia suggested that, perhaps what makes my resumes better for executives is that I have been an executive most of my life. I know how to talk to them and what they need because that is my background too. She suggested this differentiates me from other job search coaches who create resumes who never worked at that level.
What a great idea! Clearly, I did not see this myself. This is the kind of valuable insight that comes from talking to your connections!
Here are the changes I am making to my headline and About sections as a result of this insight:
My current Headline is full of keywords, which is great, but doesn’t differentiate me from other resume writers: Strategic Job Search | Talent Leadership Development | Resumes | Executive Career Coach | Professional Speaker | Author
My new Headline also uses keywords but helps the viewer understand immediately what makes me different: C-Level Director VP Exec Job Search Coach ~ Resumes, Job Search Marketing Plans, LinkedIn for Job Seekers, Interviews
Same 120 characters. Different perspective.
In another post I will describe how I add this emphasis to my About section and to the description for The Interview Doctor. I will monitor the number of views to see if these changes have an impact.
I want to thank Julia Cha for the fascinating conversation and the great idea! I can’t wait to see what happens!
What do you think of this change? Which headline resonates with you? Please share in my blog post, because we learn from each other!!
If you want more information about this topic, check out The Interview Doctor’s free job search training, How to Use LinkedIn to Get the Job You Want.