The title or headline of your LinkedIn profile sits under your name. The default setting on LinkedIn will set your title to be exactly the same as your current role.  Most of the clients we see limit their opportunities by leaving it that way.

So, why is this so important to change?


Without the correct heading, you will be pigeonholed into the category people think you belong to, rather than perceived how you want to be.

For example, if you have “CEO of Pegasus Pty Ltd”, that doesn’t tell me how you help me. If it’s not clear to your reader how you can help them, your ideal client will pigeonhole you as a CEO who can’t help them, when in fact you can. You just haven’t sold it early enough in your profile.


Firstly, when your profile is returned in search results, the name, headline and photo will be the sections of your profile that are visible. This means that the photo, headline and name are the determining factors for whether somebody is going to click through to your profile.

It is imperative you use your title as a positioning statement for how you want to be found. When somebody is viewing your profile in search results, you don’t have long to make an impact. The best way to do this is with a standout headline.

Will Rogers once remarked, “You never get a second chance to make a first impression”.

Search Engine Optimisation

Your title contributes to your search engine optimisation, so include keywords where possible. You have 120 characters in the headline to maximise your findability. If your keywords include a target location, you can include this in your headline as well.

Use typology symbols (these include ✦ ► ● ♦ ★ ✔ ✰) to break use words, increase readability and minimise conjoint words.

A well-written title distinguishes you from people with similar skills and expertise.

A recent article in US News and Money explains “Headlines are your chance to grab their attention and get them curious about who you are and what you can do for their company.”

We have worked with clients to create multiple headlines, and then tested them on a rotational basis to see what achieves the best click-through. You can do this yourself to see what gets you the best results.