Why Your LinkedIn About Is Essential And How To Make Yours Stand Out – Forbes
ByWilliam ArrudaByWilliam Arruda, Senior Contributor. Photo credit When someone lands on your LinkedIn profile, the first thing they see is your Headshot, then your Headline. And right after that, it’s your About. While your headline shows that you are relevant and your Headshot makes you real in the nebulous world of the internet, it’s your LinkedIn About that makes you relatable. How it’s written helps answer this question the viewer has: “Would I like to get to know this person?”Sadly, many professionals don’t even complete their About or they mistake it for what LinkedIn used to call Summary. If you think of your About as a summary of your experience, you are missing out on the most important part of this valuable piece of LinkedIn real estate–the opportunity to connect with people.Your About is the place where you introduce yourself, tell your story, and make a lasting first impression. Your About is a detailed your personal brand statement–a your chance to showcase who you are, what you do, and why people should care. Your About plays a big role in your career:1. It’s Your First ImpressionThink of your LinkedIn profile as your personal website. Your About is like your homepage—an opportunity to grab attention, establish credibility, and build connection with potential colleagues, employers, clients, and business partners. Most people scan profiles quickly. If your About is empty, boring, or “me-too,” they’ll move on. A well-written, authentic About hooks the reader and makes them want to learn more.2. It Establishes Your Personal BrandYour LinkedIn About is where you define who you are, what you stand for, and how you add value. Whether you’re a job seeker, entrepreneur, or executive, this is your chance to tell your story in a way that aligns with your personal brand. Of course, you need to get clear about your personal brand before crafting your About. When you get it right, your About helps you:3. It’s Your Elevator Pitch—But BetterUnlike an in-person conversation, your LinkedIn About works for you 24/7. Other LinkedIn members can find you at any time. Your About needs to be clear, compelling, and focused on what makes you unique.4. It Helps You Get FoundThink of LinkedIn as a search engine. If you want to be found, your About needs to include all the keywords for which you want to be known. These should be the same terms people would use when searching for someone with your skills. The right keywords help boost your visibility in LinkedIn searches.A great LinkedIn About is not just a list of skills—it’s a story, your story. It connects with your audience. When crafting it, avoid these common mistakes, then use these four steps to structure it:1. Start with a SizzleYour first sentence or two is everything. It determines whether people will click see more to read your entire About or just move on. Make it provocative, intriguing, unexpected, or differentiated to entice the reader to learn more. Whatever you choose, keep it engaging.2. Tell Your StoryYour About should feel personal. Instead of repeating everything you have in your Experience section, share your career journey, passions, and what drives you. Give the reader the opportunity to get to know you as the interesting human being you are.For example: “I’ve always been fascinated by how brands create emotional connections. From launching my first marketing campaign to leading brand strategy for Fortune 500 companies, I’ve learned that great branding isn’t about selling—it’s about storytelling.”A stellar About answers these three questions:3. Highlight Your Expertise and ValueCreate a bridge from your sizzling start to what you do and the value you offer. What can someone expect when they work with you?For example: “Today, I help companies craft compelling brand narratives that turn customers into loyal advocates. Whether it’s building a messaging strategy, refining a company’s LinkedIn presence, or coaching executives on personal branding, my goal is the same: to help brands make an impact.”4. Include a Call to ActionGive readers an opportunity to deepen their learning. What should the reader do next?Make it clear how people can engage with you.One of the extra added benefits of writing your About is brand clarity. You need to be introspective and think about what you want to say. You need to choose among many accomplishments, values, passions, and experiences to include. You need to understand and showcase the things that make you unique–demonstrating your brand differentiation. The process of writing your About also bolsters your confidence and ability to articulate who you are in an authentic and compelling way.William Arruda is a keynote speaker, co-founder of CareerBlast.TV and co-creator of BrandBoost – a virtual, video-fueled course to help you grow your self-awareness, uncover your personal brand, and amp up your career success.
