There is no question that “About Us” pages should be part of all commercial, professional, and institutional websites. At the same time, there is no question that LinkedIn profiles should be created and maintained by all modern companies and brands. Even companies that choose to forego a social media presence on networks such as Facebook and Instagram should at least manage an updated LinkedIn profile that points to their website. The best way to build contacts and do networking is through LinkedIn, check out Free linkedin profile review to learn more!
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With the above in mind, should the “About Us” section of a website be copied and pasted onto its LinkedIn counterpart? Search engine optimization professionals say no; it is always better to paraphrase or offer a different version for the benefit of the Google crawler and ranking algorithm. Something else to consider is that the “About Us” section of a LinkedIn profile should always be shorter. When you look at this company’s description on LinkedIn, for example, you can see that it is succinct and to the point.
It should not be surprising to learn that the elements that comprise ideal “About Us” pages are pretty much the same for a LinkedIn profile. As previously mentioned, brevity is the distinctive factor, but the goal will always be to provide answers that you know visitors are likely to have in mind. Let’s look at five of these elements:
Unlike the “About” section of your website, you do not have to thank visitors for their interest in your brand or company. Instead, you should get right down to business because LinkedIn is all about business anyway. Don’t forget to mention something about the kind of people who manage the company and what they do.
What makes you proud about your company or about your chosen line of business? This is not a question that comes to the minds of prospective customers right off the bat, but they will be impressed to see that you want to answer it preemptively. Talk about your policy for hiring associates, so potential clients will feel more at ease. A few sentences should be sufficient in this regard.
The question that you need to answer here is “why should I care about your business?” You cannot assume that anyone who browses your LinkedIn profile would be automatically and deeply interested in what you do. This should be presented tacitly, and there should be a marketing undertone guiding your words. If you offer products or services at prices lower than your competitors, be sure to state so clearly. A value proposition should always be enticing.
Think about what your business stands for. A textile processing plant that only deals with organic cotton suppliers, for example, could be thought of as standing in favor of nature conservation. A law firm that only deals with copyright matters stands for the right to protect intellectual property.
This section is essentially the opposite of the mission statement because it should mention the things that a company or a brand stands against. For example, a criminal defense law firm that chooses not to work with informants should state this clearly.