We experience the world in headlines. Not just the news.
That's the result of the drama or melodrama injected into more and more human activities. That's to position and package them as worth paying attention to. The contract job opening at Organization is framed on Craigslist as "Exciting Opportunity For Big-Picture Thinker."
So, it's surprising that professionals are still resisting branding themselves in headlines everywhere. Yes, that includes their LinkedIn profile, as Danny Rubin hammers on BusinessInsider. It also extends to cover letters, resumes and the conversations during interviews.
The traditional way to present on LinkedIn would be provide the job title. "John Smith, Vice President of Marketing at ABC Corporation."
The headline way is to first figure out the unique edge and then bundle that into an action phrase. "John Smith, Increasing Sales Through Data Analytics."
That branding approach should be used throughout the rest of the text, be it the profile or resume.
This isn't new, at least not to communications pros. The oldest fundamental in communications is: Show, don't tell. The tone, organization and actual text of material about professionals should create a demo of their potential contribution to organizations. Not a laundry list of credentials.