With the new LinkedIn user interface, you need to make some changes to your profile summary.

On the old interface, when you viewed someone’s profile, you saw their Hero Image, Profile Photo, and 120 Character Headline. Directly below that was the person’s summary which you could easily skim for the first paragraph to get a good idea of who the person was and what they did.

In the new user interface, things have changed – the viewer has to take action to read your whole summary so the lead off better be good and compelling so that they want to read more.  Below are several examples of great profiles, almost perfect profiles, and some who completely miss the boat.  I have also included mine which is a never ending quest for the perfect balance.  I recommend that position to all of my clients – don’t worry about perfect – go for great and settle for almost there and a work in progress.

The new user interface looks like this:

LinkedIn New User Interface April 2017

Here are several examples of how profiles look now in the new interface and layout.

They range from awful to amazing and everything in between.  Sometimes it just takes a pair of fresh eyes to find the perfect solution. So don’t hesitate to ask a friend who knows a little bit about what you do, but does not know your business inside and out to take a look and give you honest feedback.

Poor Profile Summary

This was the worst example that I could find in my quick search.  Here are the errors:

  1. It is all about the person not their prospect or client
  2. It is written in third person
  3. It reads like a brochure

You should be writing in first person with your target prospects in mind with the value clearly stated.  Why would I care if my profile is optimized? What is that going to get me?

Confusion

This one is just a generally confused mess.  The person does two things that are very disparate and they have not managed to connect the two in a clear way.

OK – maybe it is because the two things that they do have absolutely nothing to do with each other.  I do several different things too, but they are all marketing related.  I help my clients remain visible throughout the sales process.  So I am able to convey the various facets of our business.

When it comes to crafting your LinkedIn profile when you have multiple businesses look at what you do before you include everything in your profile with equal exposure. Here are the options:

  1. If the businesses have nothing to do with each other, it depends on what those businesses are. It is fine if you manufacture different product categories and own them all. Go ahead and list everything and craft your headline to reflect that you own multiple manufacturing companies.
  2. It is also fine if you are a partner in several different businesses, but they are all in the same general space.  A good example of this are people like Jill Konrath, Jeb Blount and Mark Hunter. They are each keynote speaks, authors and sales trainers.  In Jeb’s case he even owns a training company and a sales job board company.  To craft their profiles all one would have to do is focus on the sales aspect and their unique niche – Jill – sales acceleration; Mark – high profit sales; Jeb – prospecting.
  3. If however, like this profile, your businesses have nothing to do with each other – see which one pays the bills, which one you want to grow and then craft your profile to reflect that focus.  You can list your second position under experience, but why dilute your impact? And, let’s be honest, do you really want to trust your online brand to someone in the finance business or would you rather have someone who focuses on helping people with their online brand/is only a LinkedIn trainer or at least is in the marketing space?
Neutral profile heading

This profile is interesting.  I know in a round about way that this person gets it – they do a great job coaching their clients and they use a perfect appraoch to helping those clients achieve their goals.  That is why I was surprised when I stumbled on this person’s own profile, which I think needs some improvement.  They have not distinguished themselves from the rest of the LinkedIn trainers.  Yes, they have made it easy to reach them – a plus, but why would I want to work with them instead of anyone else – what is their unique value that might apply to me – do they work in a particular niche? Do they teach their clients how to prospect efficiently using LinkedIn? I don’t know about you, but I want that information before I bother reaching out to someone. The fact that they have helped a large number of people, was that one-on-one through their books, and what results did those people achieve – a percentage of increased sales?  Something concrete would certainly pique my interest a whole lot more.

Almost Perfect LinkedIn profile

I consider this one almost perfect (let’s face it 98% of profiles are not perfect, mine certainly is not) as long as it is getting this profile owner the business that they want then, in truth, it is perfect.  There is one thing, that looking at it from the viewer perspective, that I would have liked to see- their services more to the top of their summary now that the whole thing is not longer visible without the extra click.  They gave some great info, but it is generic and I don’t think it nearly highlights the real expertise that this person does have.

I admit it – I consider Viveka‘s work to be as close to perfect as anyone can hope to get on LinkedIn – that is why she is my LinkedIn mentor and I am an affiliate for her LinkedIn training courses.  Let’s take a close look at all of the things that she got right –

  1. A pain point and a solution
  2. An offer for free content
  3. Enough info and a teaser to make you want to click and read more

 

 

In case you are still wondering about the distinctions in what you see in a summary before and after you click – here is mine as it is in the collapsed version and the full version of my summary where I include contact info and a more complete message about what is unique about me and how I work with my clients to help them get through the marketing functions that they need to include in their day to sell more and increase their revenue.

Current view of your summary

Current view as part of what automatically shows up – this limited view without an extra click is part of what makes getting the summary perfect

What You Get if You Click More

This is what you get when you open the summary.  People will do it so be sure that you include things like contact information so that they don’t have to go hunting if they have looked this far.  Be sure to include some media as well.

To make these changes all you really need to do is sit down, figure out who you want to attract, why they would want to talk to you and then convert that into the top part of your summary combined with your headline.

Still not sure what to do?  In addition to offering Viveka’s courses, we also offer one-on-one LinkedIn Training geared to helping you use LinkedIn as a strategic part of your overall marketing efforts.  Connect with us here or call 212-812-1438