Successful organizations know that leveraging their leadership and subject matter experts is important to driving visibility and value for the organization. Most About Us pages and corporate bios fail miserably in their goal of engaging key audiences – and they are often very out of date. Based on our years of working with corporate, professional services clients, academic and healthcare institutions and others, we’ve put together the “Top 5 Tips for Creating a Winning Expert Profile”.
By following these simple tips we’re confident you’ll be well on your way to driving better conversations with prospective customers, media, analysts, conference organizers and others.
We hope these tips provide you the starting point for better showcasing your people.
Tip #1: BE VISUAL
Your Headshot Creates a Human Connection
Profiles with photos get 14x more views (according to research from LinkedIn). A good head shot humanizes your profile and helps establish trust. Make sure to invest in some professional headshots. Avoid busy backgrounds and lose the props unless they are relevant.
Tip #2: BE SEARCHABLE
Choose Topics to Help You Get Discovered
Pay very close attention to which topics you list on your profile as they help determine search results. Find the right balance between general and specialized terms. For example “tax inversion” is a specialized accounting term. But “offshore tax”, “tax havens’”; and “corporate tax planning” or geographic tags related to specific tax havens such as “Bermuda” are more likely search terms used by various audiences looking for a tax expert.
Tip #3: BE APPROACHABLE
Create a Tagline that Draws People In
Your professional headline (tagline) and biography must create and sustain attention. Don’t misuse this prime real estate to simply restate your current job title. Focus on your value proposition to advertise what you’re trained in and summarize the experience you have. Keep it concise using relevant keywords. Here’s an example of a powerful headline for an accomplished expert: “15 Years Experience in Commercial Real Estate | Author | Adjunct Business Professor | Keynote Speaker | TV & Radio Guest | Architectural Enthusiast.”
Tip #4: BE DESCRIPTIVE
Focus Your Biography on Accomplishments
Keep your biography clear, descriptive and up to date. Describe your responsibilities in concise statements led by strong verbs. Incorporate industry specific keywords and topics. Whenever possible, quantify your accomplishments and responsibilities with numbers or percentages. Don’t forget to mention international experience and any special awards or recognition you received. Remember it’s not your life story or a chronology of all your work experience. Leave that for your resume.
Tip #5: BE ENGAGING
Multimedia Helps Prove Your Expertise
Journalists and conference organizers will often avoid profiles that don’t have multimedia as they need to see how well you present your ideas in front of an audience. Videos, photos and audio of podcasts or interviews provide quick validation of your ability to communicate your ideas. If you’re an author upload a thumbnail of your book. Upload clips of your speaking sessions. Did you appear on TV? License a copy of the interview or upload a screenshot of the broadcast.
Robert Carter Co-Founder & VP Product
Experienced entrepreneur and marketer, helping organizations build stronger first impressions and generate higher quality conversations.