Nov
09
Creating Your LinkedIn Headline Summary Statement


Hi, my name is Carolyn Kalantari and I
work at the University of Virginia. Today, I’d like to introduce you to two simple
but critical aspects of successful LinkedIn profiles: your headline and your
summary statement. This exercise was developed by Kara Ward, the Assistant
Director of Marketing at UVA, for a live training that she provided to the UVA
Dual Career Program. Let’s start with the headline. The headline is located just
below the name on your LinkedIn profile and this positioning underscores its
importance. In essence, the headline identifies the type of work you’re
seeking. Whether the headline lists the current role or an aspirational role, its
primary purpose is to direct hiring managers to find you when they’re
looking to fill a certain position. Therefore, your ability to correctly
outline your desired job function in the headline is critical. The summary
statement is a different kind of persuasive writing. It’s the quick pitch
that entices recruiters and potential employers to take a closer look at your
profile, your complete profile. Because you have just 220 characters to set the
stage, you want to make this as impactful as possible while maximizing your search
engine optimization. Your SEO, or search engine optimization, is a measure of how
likely you are to appear in a search for someone with your skills and experience,
at least in LinkedIn speak. This is easier said than done, right? Here’s a
four-part formula to help you create your headline and summary statement. By design, we’re not giving you a whole lot of room. You will need to think
creatively and practically when defining which of your skills and experience
deserve mention. To start, you’ll identify your target job or position, followed by
the functions required to perform that role. Second, state your primary industry
or job function. Third identify, your strongest areas of expertise, especially
those that relate to the types of roles you’re seeking. Finally add a signature
achievement or result that demonstrates you have the capacity to excel the type
of jobs that you’re seeking. Take a minute to look back at your work.
The material needed to craft a standout headline and summary statement are
likely there before your eyes, it just needs a little framing and creativity.
Given the headline’s prime real estate, just below your LinkedIn profile picture,
strive for a sentence that grabs the reader’s attention and makes them want
to learn more about you. Consider using your target job, such as IT Specialist,
followed by descriptive phrase that illustrates your ability and commitment
to do your job well. With a headline wrapped up, you can move on to your
summary statement. You have more room to play with here and this allows you to
provide greater context for your professional interests and successes.
Using the four part formula as a guide, work to include keywords including
technical training, certifications, and other attributes that recruiters may be
using to search for someone just like you. Still feeling stuck? Check out profiles of some of your friends and colleagues on LinkedIn. What resonates best to you? In addition to this presentation, this module includes a
worksheet that you can use to brainstorm your headline and summary statement.
Remember, LinkedIn is a dynamic platform that can change and evolve with you. Feel
free to update and tweak your profile as you target a new opportunity or career
path.