Having scanned thousands of LinkedIn profiles to find top talent, I can confidently say that a person’s LinkedIn professional headline (tagline) is one of the most important yet overlooked parts of their profile. Your tagline is one of the first things that a Recruiter will see when they are searching for candidates. Your goal is to create a catchy tagline that gets people to click further to read your LinkedIn profile. This is why it’s so important to make it compelling as it can spark curiosity and lead to new opportunities! Think of a newspaper headline statement, what would get one’s attention to reach further?

By default, your LinkedIn headline is your current job title. If yours is currently like this, it means that you’re not really taking advantage of this prime real estate.

Though your Linkedin headline doesn’t have to include your job title, it should reflect your area of expertise and the value that you bring. There are two parts to a compelling tagline: the keywords, and the value proposition.

The Keywords

Keywords are relevant buzzwords that a Recruiter will search for when seeking matches for a position on LinkedIn. This means that you’re going to want to include relevant keywords that match the industry or functional area that you’re in.

Because your space is limited to a maximum of 120 characters, I recommend keeping the amount of keywords down to 3. This leaves space for the value proposition piece.

For example, if you are in marketing, some keywords that you could consider are:

  • Strategy
  • Marketing Analysis
  • Promotions
  • Copy-Writing
  • Campaign Management

Action Item: Think about what keywords a Recruiter would use to search for talent in your profession. Check out the LinkedIn profiles of other professionals in similar positions and pay attention to the words they use in their ‘Skills’ sections.

The Value Proposition

This is an important part of your LinkedIn tagline because it advertises what you’re trained in and summarizes the experience you have. The key to mastering this section is to be concise. For example, if you have a Project Management Certificate, your value proposition could be that you are a ‘Project Management Expert’. An alternative to using an ‘expert’ title is to incorporate the results you can create with the expertise you have. Some more examples:

  • Digital Marketing Expert
  • Improves Operational Efficiencies
  • Management Consultant
  • Increases Sales & Profitability
  • Social Media Strategist
  • Empowers people to reach their full potential
  • Consumer Marketing Expert

For those of you who are still students, you may not have the experience you need to call yourself an ‘expert’, and that’s okay! To make sure that you still show up in keyword searches, add the phrases ‘aspiring’, ‘ with a passion for’, or ‘passionate about’. For example:

  • Aspiring Digital Marketer
  • Passionate about Copy-Writing and Editing
  • With a Passion for Consumer Marketing

Putting it All Together

Now that you have your keywords and your value proposition, all you have to do is package it together into a concise and compelling tagline to optimize your LinkedIn profile. Here we go!

Let’s pick three keywords: Strategy, Promotions, and Campaign Management.

And one value proposition: Consumer Marketing Expert.

Now what do we have?

Consumer Marketing Expert with a focus on Strategy, Promotions, and Campaign Management.

And for students:

Aspiring Consumer Marketer with a passion for Strategy, Promotions, and Campaign Management.

That’s all there is to it! But remember, you don’t have to stay married to this formula. Switch it up and add some creativity to your profile to stand out to Recruiters. Here are some more compelling tagline examples that have caught my eye on LinkedIn:

Marketer | Analytical | Passion for Tech | I create winning products for and marketing campaigns

Personal branding strategist providing business leaders with techniques to maximize their brand value for career success

Construction Management | Skilled Negotiator | Commercial Real Estate and Architectural Enthusiast

13+ Yrs Accomplished Marketing & Business Development Executive | Technology, Social Media & SEO/ SEM Savvy | Team Leader

Transitioning strategy into execution. Business development, change management, human capital and operations consultant 

One Final Tip for Job Seekers

A great way to advertise that you’re currently looking for a new role is to incorporate it into your tagline. But, try to avoid simply putting ‘seeking new opportunities’. The more specific you are, the better. It would be much more effective to say that you’re seeking specific opportunities in a particular industry:

Aspiring Consumer Marketer seeking new opportunities in Strategy, Promotions, and Campaign Management.

Are you looking for more tips to help you take your LinkedIn profile to the next level? Check out some more free advice: