I’ve recently been writing some training on how to use LinkedIn to generate leads for your business or practice. In the course of my research, I discovered that most people do not know what to put in their professional headline.
Very quickly, your professional headline on LinkedIn is the ‘strapline’ under your name which appears whenever your name appears on LinkedIn. Simple to a business’s strapline, your professional headline is something which defines, at a glance, your personal brand.
However, most people, let LinkedIn set their professional headline. I.e. they leave it as:
Job title at company
I don’t know about you, but my personal brand is much wider and bigger than:
“Chief Coach at The Efficiency Coach”
What about my book – ‘The Financial Times Guide To Business Networking’? My social media expertise? My business coaching experience? The value my services bring to my target market –lawyers and accountants?
In case you haven’t read many of my previous blogs on LinkedIn, one of the very powerful reasons to be on LinkedIn – apart from its 100 million worldwide membership – is that Google ranks LinkedIn very highly, and normally returns your LinkedIn profile in the top three results when someone googles your name.
Now, your professional headline is not only JUST read by google and humans – it is indexed by LinkedIn’s own search engine. An important search engine in its own right. Therefore, you need to also add in some keywords which describe what you want to be found for.
To summarise, your professional headline needs to include a combination of:
• What you do
• The value you bring to your clients
• Keywords which someone searching for a person like you may use
After doing this research, I realised I had to change my own professional headline. Here is my professional headline:
“Author of 'The FT Guide to Business Networking', Speaker, Business Coach, Social Media Consultant”
Oh, and in case you didn’t know you only have 125 characters to write your professional headline...
What’s in your professional headline?
About Heather Townsend
Heather Townsend is a brand ambassador for the Practice Excellence Programme, and the Founder of ‘The Accountants Millionaires’ Club’. In 2015 the ICAEW decided she was the number one online influencer for the accountancy profession. She is the author of 4 books, including The Go-To Expert, and ‘How to make partner and still have a life’ (co-authored with Jo Larbie).
Heather is always up for a challenge. Perhaps that is why she has built a track record of helping accountants grow the size of their practice by 50-200%, often in under two years. Often helping them make partner or equity partner in the process.
Heather is a high profile member of the accountancy profession in the UK. She has worked with over 300 partners, coached, trained and mentored over 2000 professionals at every level of the UK’s most ambitious professional practices. Heather's clients have included: 7 out of the Top 10 UK practices, including all the Big 4 firms.
In 2016 her and her team of coaches have coached:
1) 7 people successfully to partner
2) Professionals from all of the Big 4, from every major continent in the world
As well as helping accountants make partner, she still spends 40% of her time helping small firms, typically under £1m GRF:
1) Create profitable revenue streams from advisory services and reduce their reliance on revenue from compliance services
2) Radically increase their profitability, even if they are a cloud based practice, often helping them achieve a net profit margin of 40%+
3) Double or even triple the size of their practice within 3 years
4) Win bigger and better clients
5) Grow the right team around them so they stop working stupidly high hours and spend quality time with the people they care about
Her articles appear regularly in the UK national and trade press, including The Financial Times, Accountancy Age, The Sunday Times and The Guardian. Heather is also in-demand for her speaking and has recently returned from the South African Accountancy Academy conference.