Primary audience members are made up of:
Secondary audience members include:
- Industry leaders
- Past, present and future managers
- Staff or team members
- Board or committee members
Your goal is to write to the primary audience. The secondary audience will be able to read between the lines and interpret what is important to them. So for example, if you are a(n):
- Product Marketer? Talk to the user base and investors will understand.
- Account Manager at an agency? Talk to client needs and recruiters will get it.
- CMO or VP of Marketing? Talk to the target market, add in tidbits on your great workforce, and board members will translate it.
Now that you know the audience you’re writing for, you can create content that attracts them and doesn’t look like you are actively pursuing other opportunities.
Let’s talk about your headline first. Even though you may be the marketing manager at Accenture, that doesn’t have to be the only thing in your headline. Instead you can use a keyword-loaded headline, like:
Marketing Manager › Digital Marketing | Lead Generation | Social Media | Content Marketing | Marketing Automation
Or like this:
Marketing Manager at Accenture | Social Media & Demand Generation Marketing Manager | Social Audience Developer
The other option is to write a value statement, and that would look something like this:
Marketing Manager who understands how to mesh clients’ needs with technology to drive growth and transform operations
These headlines speak either to your area of expertise, which is relevant to your current and future employer, or your value, which is relevant to your current clients and future employers.
Your summary section is one of the most important fields in your profile, and it is where the LinkedIn algorithm searches for keywords. So make use of the 2000 characters available to tell your story. For stealth job seekers, you need to frame your story in terms of your current position. Here are a couple of examples of profiles that show value or start off with an interesting story.
Like these examples, you want to tell a story that resonates with your primary audience, and your secondary audience will be able to connect the dots. In the product manager executive summary, the person tells the story of their organization and how they align with that. In the sales and marketing manager example, the author conjures up an image of the product and adds in keywords for her target customer that double as keywords for industries they have experience working with.