The professional elements of the headline in LinkedIn appear along with the photo in several places:
The professional element of the headline is also known as the “tag line.” The tag line appears next to a person’s name and describes what the person does in less than 220 characters.
Underlying principles of slogans and taglines in advertising
We will do well to understand the underlying principles of slogans and tag lines in the world of advertising and leverage that to construct an effective tag line in LinkedIn.
“Brevity is a great charm of eloquence” - Marcus Tulius Cicero.
Slogans and taglines can be used interchangeably.
They are short and crisp.
Brands that have done it right convey their value proposition to their buyer persona in one short sentence.
It is especially difficult to express a complex emotional concept in a couple of words - which is exactly what slogans and taglines do.
Brevity is indeed a great charm of eloquence.
In business, a slogan is “a catchphrase or small group of words that are combined in a special way to identify a product or company.”
In many ways, they are like mini-mission statements.
Companies have slogans for the same reason they have logos: advertising. While logos are visual representations of a brand, slogans are audible representations of a brand. Both formats grab consumers’ attention more readily than the name of a company or a product. Plus, they are simpler to understand and remember.
The goal? To leave a key brand message in consumers’ minds so that they will remember the slogan if they remember nothing else from an advertisement.
It is memorable: Is the slogan quickly recognizable? Will people only have to spend a second or two thinking about it? A brief but few strong words can go a long way in advertisements, videos, posters, business cards, swag, and other places.
It includes a key benefit: Ever heard the marketing advice, “Sell the sizzle, not the steak?” It means sell the benefits, not the features - which apply perfectly to slogans. A great slogan makes a company or product’s benefits clear to the audience.
It differentiates the brand: Does your light beer have the fullest flavor? Or maybe the fewest calories? What is it about your product or brand that sets it apart from competitors?
It imparts positive feelings about the brand: The best taglines use words that are positive and upbeat. For example, Reese’s Peanut Butter Cups’ slogan, “Two great tastes that taste great together,” gives the audience good feelings about Reese’s. In contrast, a slogan like Lea & Perrins’, “Steak sauce only a cow could hate,” uses negative words. The former leaves a better impression on the audience.
Here are interesting examples of slogans and tag lines.
Key takeaways for the tagline in LinkedIn
The LinkedIn headline appears next to a person’s name and describes what the person does in less than 220 characters. The tagline, therefore, has to be brief.
Many people take a “just-the-facts” approach, listing only their company or job titles. However, the tag line has to be treated like an advertisement for a personal brand. It has to be used to build a personal brand. One must treat it like a mission statement — encapsulating who you are and why people should connect with you. Ideally, it should be enticing and memorable for someone to click on your profile and not your competitors’.
You must not be afraid to talk about your passion, mission, or whatever else you care about.
There is no standard formula for a great headline.
Two key considerations
The five elements of a great tag line
Succinctly showcase the recruiter’s specialty, value proposition, or the “so what?”
A succinct profile intrigues the viewer to stop and take a closer look at your profile
Speak directly to the audience you want to entice
Your tag line should consider its target audience and then speak directly to them. What will compel or seduce the decision-maker at the receiving end of the message?
Again, you may want to consider who you are trying to reach with the tagline and how you can stand out from the competition. The more specific you are the better.Worm in the important keywords
Keywords are important when it comes to the tag line. You may want to ideally include all the keywords that a prospective collaborator is likely to use to arrive at your page. You may want to include as many keywords as possible in the tagline to increase traffic to your page.
The tagline must be creative enough to capture the attention and leave an indelible mark instantly.
Examples of interesting professional elements of the headline
Here are some interesting and imaginative tag lines.