Recently I viewed a profile from a gentleman whose current job description was…well a job description. Or I should say all about the company for which he works and nothing about him.
This left me wanting to know more about him in his current role. I reached out to him, telling him it’s nice to be a company man, but that his profile should be more about him.
His response was gracious, saying he just hasn’t gotten around to updating his latest position. Fair enough.
This also got me to thinking what if your current company requires you to reference it throughout your LinkedIn profile? How do you address this in certain sections of your profile?
Abide by your company’s rules, to a point. If the company insists that you mention them on your profile, heed their request. After all, you work for them and want to keep your job. Heeding their request doesn’t mean your profile should be an advertisement for the company, though.
Important to note: my valued LinkedIn connection and Personal SEO Researcher, Trainer, Writer, Susan Joyce, believes describing the company for which one works is beneficial. She writes:
“More words, done well, about the company usually means more keywords—like the industry name, names of products and/or services; even names of corporate officers and locations can be important keywords to include.”
There are four sections on our profile where you can promote the company, while still expressing your value to the company.
This is not as problematic as with other areas on you profile, particularly if the company has an impressive image (below) that fits this space on your profile (1,584 x 396 pixels recommended).
A smart company will provide its employees with a background image that supports consistent branding.
The company for which you work might require that its name is in your headline. That’s fine. In fact, some recruiters and other visitors like to see in your Headline where you’re currently working.
Simply list your company name first or last.
New Business Development Director at (Company Name) ~ Global Marketing | Training | ~ Generating $50+ million in sales
Don’t use this valuable real estate for your company’s benefit only; rather you’ll dedicate approximately one-third of it in your About section. The remaining content will be about you.
Where you place your company’s information is up to you; however, I suggest listing it at the end of your About section. The reason for this is because the first three lines should be used to highlight your value, not your company’s.
Here is an example for our New Business Development Manager.
Forging partnerships with domestic and international partners, I enhance businesses’ internal management processes. In turn, they become more productive and realize growth and prosperity.
My start in business development began five years after graduating from university. With a drive to strive for more experience and knowledge I rose to various managerial roles (10+ years) before becoming Director of Business Development.
In 2018 I conceived and marketed, on a global level, a software solution that increased office production by 210%, garnering (Company) $56 million in revenue. This solution is in use in eight countries in Western and Eastern Europe, as well as the U.S.
A product will not sell itself. I am highly adept at training and educating inside sales and distributor sales staff in all aspects of selling. I have trained more than 2,500 sales people in 12 countries.
(Company) sells products to many B2B distributors, as well as numerous B2C outlets. It provides business management solutions to industries that include the USDA, EPA, DoD, Energy, Higher Ed, Health Science, Transportation, and more. (Company) has gained recognition for its solutions’ ease of use in helping businesses support and automate their processes.
It was in my subject’s Experience section that he described the company for which he works and nothing about what he accomplished. It does no good to dedicate most of the content to the company’s successes. In terms of selling yourself, this is where you do it.
Instead of denying yourself the opportunity to describe your quantified accomplishments, briefly describe the attributes of the company in your Job Summary. Let’s look at our Dir. of Business Development’s Experience section which follows my suggestion.
(Company) delivers to market business management software serving the USDA, EPA, DoD, Energy, Education, Life Sciences, Food & Beverage, Transportation, and more. In this role, I led all aspects of business development including:
NEW BUSINESS DEVELOPMENT AND MARKETING
► Conceived three software solutions within a three-year time-frame, while also overseeing the global marketing efforts. The Top Tier solution:
»» Commands 30% of business management software market.
»» Has generated more than $56 million in worldwide business.
► Established (Company) as a contract vendor to (7) leading regional, national and international distributors in multiple business sectors.
SALES & TRAINING
► Increased EBITDA margin 12% while simultaneously improving margins, continually cutting costs, without sacrificing quality of brand or brand performance.
► Created sales programs, marketing initiatives and pricing matrices for all levels of customers.
HELPING BUSINESSES GROW
My success as a New Business Product Director is due in large part to the ability understand companies’ needs based on the business management market. I have an instinct to foresee what’s coming down the road and act on it.
There is one exception to the rule. If you’re the top employee of the of a company—perhaps CEO—it’s assumed that anything under your charge has your name on it.
Also, describing in detail what you do as the CEO of the company might draw attention to the fact that you’re pursuing other opportunities.
I hope the subject of this article has taken the time to describe more of what he does in his position than the details of the company for which he works. After all, I’m more interested in his accomplishments than those of the company.
Photo: Flickr, stefgibson01
I agree, but I am just learning more and more about LinkedIn. I never understood why people wrote about their company in experience and not what they contributed.
Filler, maybe. I don’t get it either. But then again, I’m not shy about promoting myself. Thanks for the comment.
I worked at a company that insisted I use my LI profile to advertise for them I would, I would definitely be looking for a new place to work.
They belong in the “currently working here” section. Other than that… no.
Thanks, Vicki. Great to hear from you. I think a compromise is okay, as long as the majority of what you have on your profile is about you. Companies that do it right want to have their employees put their best foot forward.
I love the content of THINGS CAREER RELATED. I find great value and advice as well as up-to-date information, each time I visit; never fails!
So, about LinkedIn and its proprietary use…. Once again, you are right on! I can’t begin to tell you how many times I have explained to my clients (at http://www.market-connections.net) that cutting and pasting the ABOUT section of their employer’s website and copying it onto their LinkedIn ABOUT section is a BAD idea. You just reiterated that message here and did it MUCH BETTER “in writing”.
Thank you so much for all this great work! I will be referring my clients to your blog, so they can also learn from you.
Mandy, Thanks for your kind words. I think too much promotion of one’s current and past companies is a waste of valuable space on a resume and LinkedIn profile.
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