Does your bio stand out? Take a look at most executive bios on a company website and they tend to be boring, lacking anything truly valuable, and they all look alike. How do you stand out?
If your bio doesn’t stand out, neither will you. If it is not helping you to create a personal brand or establish you as a thought leader in your industry, it is failing you. Your company’s website is exactly where prospective clients will go to learn more about you. Take the time to look at your company bio right now. Is it impressive? Does it create your brand? If not, here’s how to fix it.
#1 – Determine Who the Audience Is
Are you targeting customer? Partners? Venture capitalists? Determine who your audience is. Then, consider what your audience wants to read if they’ve landed here. What can you put in your bio that will impress them?
- Are they looking for education qualifications?
- Are they looking for licenses?
- What specific skills make you desirable?
- What have you achieved thus far in your career?
Consider who your audience is. Then, consider what the audience wants from you when reading your bio.
#2 – Communicate Your Unique Value
As an executive, you have a unique value. You bring something to the table that no one else does. You offer something unique, important, or significant and that is the reason you hold the position that you do. The goal is to define what your unique value is. It could be your expertise, your long-term history, your interesting personality, or your notoriety. Your executive bio should communicate this.
#3 – Build Creditability
Think about the last person you met. How did you determine if he or she was creditable and, therefore, worth your time? You probably took the time to learn about his or her history. Your executive bio should build your credibility in the same way.
- How much experience do you have?
- What types of experience do you have?
- What have you accomplished for your current company and/or previous employers?
- What have you done that others have not?
Keep in mind that building credibility does not mean just pumping up your bio with lots of “fluff” or words that seem like they say a lot but really do not. Instead of saying “achieved corporate success,” for example state what you did. “Aided XYZ Company in boosting profit margins by 20 percent…” shows exactly what you did. Your bio should list only information that is accurate, too. Remember, recruiters are likely to verify anything they can do so.
#4 – Use a Story
You do not need to tell your life story in an executive bio. However, you do want to form a connection with those who are reading what you have to offer. To do this, tell a story in your bio. You want the audience to learn about you and your past experiences. They should be able to see how you progressed from where you were to where you are now. You’ll want to show how your past experiences helped to form who you are right now.
For example, you may wish to discuss your specific achievements right now in your current position, but that’s not enough. Rather, start with where you began your career and discuss how you ended up where you are today. By doing this, you will enable individuals reading your bio to think, “Hey, this guy did some pretty great things. Look how far he’s come!” They should step away and feel as though they know you.
#5 – Make it You Friendly
There is one more big step to make when creating an executive bio that is going to stand out. You need to make it friendly enough that people can instantly connect with you. Here are some tips to doing that.
- Start by include a few of your personal details. Are you married? Do you have children? Do you love a good game of chess? Are you passionate about a favorite sports team?
- Ensure your executive bio has a picture of you on it. Even though you may not want to take time away from your work day to get that professional photo, doing so will make a big difference in how personable your bio is.
- Link to your social media. Be sure your executive bio provides a way for people to connect with you. This could be through links or usernames for your favorite social media sites. This gives them a way to contact you outside of work.
With all of that information in place, there is one more step you need to take to ensure your bio stands out. You need to organize it. You don’t want a block of boring text. No one will read and grasp that. Rather use bullets to let important information stand out. Keep paragraphs short and to the point.
Why put all of this work into your executive bio? The reason is simple. You do not know who is reading it. However, you do know that whoever is on the other side of the web is interested in what you have to offer. For that reason, your bio needs to jump out and brand you.
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