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Here’s Why Your Linkedin Profile Should Be Like John Urschel’s

In watching ESPN,

I found out about John Urschel’s expertise is not only an offensive guard but a mathematician. What I didn’t know is that news outlets everywhere such as NPR talks with him about football and math. Well, later that day I went to see if he had Twitter and Linkedin profiles. His Twitter handle…perfect as @MathMeetsFBall. He even displays some humor that makes you smile:

So, @BillPrady , when is my @BigBang_CBS cameo going down? The team needs a mathlete! #ready pic.twitter.com/CjiHsmkIV1

— John Urschel (@MathMeetsFball) March 24, 2015

But his Linkedin profile was substantive and revealing at least to my delight.

It seems that John Urschel cut out the noise and fanfare from the rest of the world to unveil what is most relevant on his Linkedin Profile. After all, he could have his own website that promotes his football career (by the way, if he does, it’s listed on the first three pages of Google) followed by his profile captivating some possible commercial or entrepreneurial opportunities. No. Let’s do the math. He’s looking to change the world by the numbers. Somebody’s got to, right?

It is so not sexy, right?

I even made this observation in “The Voice of Job Seekers” Linkedin group:

“Here is a lesson in sound and effective branding. Go look at John Urschel’s Linkedin page and it will show you that it doesn’t have to be flashy or flowery. The keyword selection is appropriate, near perfect grammar and clearly niche. It doesn’t replicate any keyword phrases from anyone else’s page, or try so hard to be unique. So when we see an article below about you such as the one about Urschel, we’re not surprised.”

There are many takes on what a Linkedin profile should look like, but I encourage you to look at John Urschel’s Linkedin profile. This is the everyman’s (every woman’s) profile where less is more, and originality (not authenticity) compels more than it sells. It’s an example of the message sent and inferred and not marketing.

1. Football is what I do, but math is my love. Note that his passion for both is inferred and not overwhelming the reader with his intent. It is simple in language and tells the facts. He could overwhelm the reader with his football knowledge, or inundate us with formulaic rhetoric.

Instead, his keyword selection has functionality giving it meaning and substance right from the beginning:

“I have general expertise in all areas of numerical analysis and numerical linear algebra. My specialty lies in the numerical solution of PDE’s (specifically Finite Element and Multigrid Methods). “

Your headline and summary (note he doesn’t have a headline that matches the rest of his profile) should tell readers the problems you address or solve. If it doesn’t, then you will likely disengage readers who mean the most: Your prospective business partners or employers.

2. This is what I’ve done to ONLY whom it matters. This is simpler to say than it is to write, but Urschel’s profile speaks to a few people. We may say that they’re nerds, but it makes all the sense in the world. He doesn’t have to state what his goal is nor does he have to convince readers his intentions. Most of us cannot measure the impact or understand what he is publishing. What we can glean is his mission to find mathematical solutions that maybe 1% of people who will ever read will understand. The point: Your profile cannot be effective if it’s speaking to everyone. Narrow your focus to the audience that will understand if you. You will say more by speaking to fewer people. If you’re not solving a problem, or presenting an argument for us to engage, then at least intrigue us in a brief itinerary of your journey.

3. Nor am I trying to impress all of you. Urschel’s audience on his Linkedin profile is not football fans. It is not written for the general public. The problem with my Linkedin clients (and frankly 80% of Linkedin users) is you want your profile to mirror, sound like, or yes plagiarize someone who put in the real work. If you want to impress an employer to look at you, shrink your target and INTENT. If your experience is originally yours, then tell your story with your experiences and work.

I am not pointing to Urschel’s Linkedin profile as a perfect one. His content is clear storytelling without trying so hard to get the reader to do something right now (better yet, he sounds far from desperate). He is simply beginning the chapters to a career trajectory to become decades long. We can argue whether his headline says enough or if his Summary is too short or that he could use and afford a higher quality photo. We care less (and perhaps forget) that he smashes 300 pound guys for a living, but rather intrigued (at least those of us who are math unabled) that he’s a genius.

Marketing self by not marketing is the best marketing. I broke some grammar rules, but I’ll bet you will remember it.

What does your Linkedin profile say? Do you think it has your voice? Love to hear your thoughts.

About Mark Anthony Dyson

I am the "The Voice of Job Seekers!" I offer compassionate career and job search advice as I hack and re-imagine the job search process. You need to be "the prescription to an employer's job description." You must be solution-oriented and work in positions in companies where you are the remedy. Your job search must be a lifestyle, and your career must be in front of you constantly. You can no longer shed your aspirations at the change seasons. There are strengths you have that need constant use and development. Be sure you sign up to download my E-Book, "421 Modern Job Search Tips 2021!" You can find my career advice and work in media outlets such as Forbes, Inc., Fast Company, Harvard Business Review, Glassdoor, and many other outlets.

by Mark Anthony Dyson

2014 Global Career Brainstorming Day Report with Marie Zimenoff

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For the last five years, the Career Thought Leaders Consortium (CTL) has published a “Global Career Brainstorming Day” through hosting a worldwide brain dump of career trends current and anticipated. MarieZimenoff (@workwithpurpose), the new President of CTL, and I discuss a small part of the whitepaper produced as a result of the meeting. The whitepaper is a useful tool for job seekers and career professionals. The report is free and downloadable for anyone to access as well as other material produced by CTL members.

Marie is a former president of the National Resume Writing Association as well as a career practitioner. She hosts the podcast and radio show through Voice of America, the “Career Confidante (Note that I erroneously announced during the show as ‘Career Confidential’).”

I would love to hear your thoughts about today’s topice in one of the following ways:

Call and leave a message at either 708.365.9822 or go to TheVoiceofJobSeekers.com and press “Send Voicemail.”
Email me at [email protected]
Leave a comment on the blog

Here are some of the highlights of our conversation:

1. Marie said she pulled out three words that highlighted the resume section: branded, brief, and visual. Branded: If your resume is not telling your story, you’re at a disadvantage. Brief: Pieces of the resume needs to be in bits and bites so that they are little snapshots. Visual: Not only pertaining to presenting an infographic, but also must be visually appealing as a marketing piece

2. Content is still king. Success stories, skills, and keywords are a must

3. Marie says that the challenge for job seekers is that there are no rules other than the best practices that presented before them. When it comes down to it, the writer must know the industry, the audience and what type of marketing material that is going to appeal to them

4.Job seekers need to be careful with emailing directly to hiring managers. Some companies create a blacklist of people who send unsolicited emails. It is important for them seek out the right person through referrals, other employees, or through social channels (Linkedin, Twitter, etc.)

5. Linkedin is an opportunity to tell more of the story, written in the first person, and easy to read through as well as showing more of your personality

6. Recruiters are more proactive than ever and with the social profile so accessible, and they are actively contacting potential candidates

7. Social media where you should expand your story and leverage successes to add value versus advertising. It is an opportunity to make achievements more real and bigger

8. The pain point letter from a job seeker is a growing trend where the individual sends the hiring manager in a company a letter of why he or she has solutions to specific problems without the job being posted. Marie has seen a high rate of success when the person has conducted extensive research

9. To become more of a “branded product (I love this part)” you have to understand what your value is, your core value proposal, and adjust your message to your audience needs

10. Marie says that the confidence in your brand is important because it is likely that you will tell an employer what you want to make

If you are a career professional in any capacity you’re invited to leave advice, or expand on a point made during the show, or disagree. If you leave permission to read your reply or replay your message on the show, I will include a link to your blog or website.

Have you subscribed to this show on iTunes? If you haven’t, please do so. This is also a great place to write an honest review. Enjoy listening to the show. Let us know what you think.

Do you need help with resume writing or career direction? Do you need coaching or instruction? Then start here and can help.

About Mark Anthony Dyson

by Mark Anthony Dyson

Jobseekers, Give Some Love to Your LinkedIn Profile Headline

Small branding statements can bring some interest to potential employers if you put the time in.

Right now, go to this article and read Pete Leibman’s (@PeteLeibman) article, “Is Your LinkedIn Headline Killing Your Personal Brand”on Dan Schwabel’s Personal Branding Blog. Pete, like other career experts, have made it clear that this is a key part of a functional LinkedIn profile, and makes your profile more attractive to lurking employers and recruiters. If his name sounds familiar, I reviewed his book last March and published his interview with me last April. Your LinkedIn headline is the first thing people use to decide to read on. That’s why it must be eye-catching and interesting. It’s critical.

In short, Pete offers this formula for a great LinkedIn headline:

“Step 1: Say WHAT you are.
Step 2: Say WHO you help.
Step 3: Say HOW you make their life/work better.
Step 4: Give PROOF that you are credible. ”

“Public Relations Specialist…” is BORING and says nothing! Leibman’s suggestion is much more functional. I would suggest to Jane Jobseeker this:

Public Relations Specialist increased media visibility for the Acme Company from 20,000 to 40,000 newsletter subscribers

This fits perfectly into the 120 character limit requirement with spaces!

There are a few other philosophies out there, but this is an interesting approach that would help you stand out. You are accomplishing several things:

1) You are stating your purpose. When potential business partners/employers look at your profile they understand your career direction.

2) You don’t have to say that you are a “problem-solver.” Instead a direct approach is professional and impressive.

3) Your accomplishments are featured. Awards, recognition, expertise, and the results highlighted inspire others to read more of your profile.

People often use the space just to say who he or she is professionally. Do just that if you want to be like everyone else. Again, approach this space as a way to sell yourself, and stand out. It will take some time to tweak and re-write but your profile will get a few more looks if you take the time to create an effective profile.

Keep in mind that you have 120 characters in that space. How does your headline look now? Comment below.