Your LinkedIn About section is where you tell your authentic and compelling story. This 2,600-character space sits near the top of your profile and allows you to introduce yourself to the people who are checking you out. It allows you to showcase who you are, what you do, and why people should care. It is written specifically for your audience, the people you want to influence, impact, and impress. Your About is one of four key LinkedIn profile elements that help you get noticed and tell your story. An inspiring About is authentic, while at the same time, aspirational. That helps to position you for what’s next. Your LinkedIn About will likely be the most-read version of your bio, and as such, it plays many roles in your career.
Your LinkedIn About Is Your First Impression
Because in the virtual age digital precedes real, your online profile is often your first impression. Whether people start at Google or go directly to LinkedIn to learn about you, they’ll likely end up at your profile. That’s because your LinkedIn profile will show up at or near the top of Google search results. Think of your LinkedIn profile as your personal, always-available website, where your About is your homepage. It should grab attention, establish credibility, and build a human connection.
If your About is empty, undifferentiated, or bland, it’s not going to influence the reader. But, a well-written, authentic About captivates the reader, making them want to get to know you more deeply.
Your LinkedIn About Establishes Your Personal Brand
Your LinkedIn About helps you define who you are, what you stand for, and what sets you apart from your peers. Whether you’re a professional, entrepreneur, or senior executive, it’s your chance to tell your story in a way that aligns with who you are and how you deliver value to others. Of course, crafting a branded About assumes you are clear about your personal brand. Focus on uncovering your brand before writing your About. A branded About helps you:
- Showcase your differentiation
- Attract opportunities that align with your goals
- Build trust and connection with those who are researching you
Your LinkedIn About Is Your Elevator Pitch—With Greater Impact
Unlike a live conversation, your LinkedIn About is delivering your introduction on your behalf 24/7. Think of it as the extended-play version of your elevator pitch, delivered online. It creates interest, getting people to want to connect with you to learn more.
Craft Your Standout LinkedIn About
An engaging LinkedIn About is not just a list of credentials in paragraph form. It’s your brand story. It helps you connect with your audience. To do that, write in the first person. That sets up a conversation between you and the reader. After all, people assume you wrote your own LinkedIn About, so using the third person can feel distant or inauthentic. When crafting it, avoid these common mistakes, then follow these four steps:
1. Start with a Sizzle
When someone visits your profile, they don’t see your entire About section. They just see the first two or three lines. That opening needs to be magnetic. It determines whether people will click “see more” to read your entire About, or just move on. That’s why your start needs to sizzle. Make it unexpected, intriguing, energizing, funny, or differentiated to make the reader want to learn more.
This sizzling start makes you want to get to know Leadership and Management Coach Fabian Camargo. He starts with a compelling promise.
“You can excel without sacrificing your well-being. Yes, you can even love Mondays.
As a leadership and management coach with a solid tech background, I help people do exactly that. My approach creates a space for you to think, feel, be, and breathe. I’ll challenge and support you, staying curious … see more”
2. Create a Bridge
Once you’ve hooked the reader, create a bridge to connect the kick-off with the full story. What can someone expect when they work with you?
Jean Oplinger’s LinkedIn About starts with a provocative statement, then builds the bridge to her work as an executive coach and expert on the topic of values.
“The most transformative leaders and teams I’ve worked with aren’t just skilled, they’re aware and aligned. They know what drives them, what matters, and what they won’t compromise. That clarity changes everything.
I’m Jean Oplinger, Master Certified Executive Coach, Personal Brand Strategist, and Founder of Values Identifier, a data-driven tool that helps individuals and teams discover the values that drive their decisions, relationships, and results.“
3. Tell Your Story
Your About is not your Experience section rewritten in prose. It needs to be more human, approachable, and memorable. When done, it should sit at the intersection of credibility and likability. Give the reader a chance to get to know the real, fascinating human being behind the job title.
4. Keep the Conversation Going
End your About with a call to action, giving readers a chance to learn more. Direct them to some content that reinforces your message, invite them to sign up for your newsletter, or give them an opportunity to deepen their learning. Now that the reader knows about you, what do you want them to do next so you can continue the conversation?
The Added Benefit Of Writing Your LinkedIn About: Personal Brand Clarity
Writing your About helps you achieve brand clarity. The process makes you decide what to include and what to leave out. It forces you to choose which accomplishments to feature, which passions to share, and how to express your aspirations and life purpose. All of these decisions you make as you move through the process define how you want to be known. The process not only shapes and refines your brand, it also boosts your confidence and ability to articulate your unique promise of value in an engaging way.
Here are 10 stellar examples of engaging LinkedIn Abouts, each as unique as the person it describes.
- Damilare Odueso, Co-founder Crendly
- Charles Good, President, Institute for Management Studies (IMS)
- Paul Gurney, CEO, BecomingX
- Aliza Edelstein, VP, Product Marketing, Scribe
- Gijo Mathew, Chief Product Officer, Spring Health
- Nawal Fakhoury, Senior Director, Culture Experience, Hubspot
- Jacob Schwartz, Founder, Magiscribe
- Rita Wang, IT Communications Training Lead
- Julie Smith, PR Manager, Haworth
- Moe Tanabian, CEO, IntuigenceAI
Now it’s your turn. Use these examples for inspiration. Then, follow the process to craft or update your LinkedIn About. Ask a few people you trust to give you feedback on your draft, incorporate the feedback, and upload it to your profile. Then you can focus on the other three essential LinkedIn profile sections that form your digital first impression.
William Arruda is a keynote speaker, author, and personal branding pioneer. Join him for practical tips on using AI to uncover, express, and expand your personal brand in a free Maven Lightning Lesson. If you can’t make it live, register to get the replay.