How a re-worded LinkedIn profile perked things up for Chris
“People have fixed ideas about what an accountant can do for them but the way you wrote my profile has really got me noticed. It’s completely different from anything I’d ever have thought to put myself.”
Chris Holmes, Direction
Chris Holmes is an accountant and chartered finance director whose background in commerce gives him a great eye for translating figures into practical implications for his clients’ day to day businesses. His company, Direction, undertakes accountancy, book-keeping and tax returns as well as providing a finance director service, giving businesses the expertise and experience of a chartered finance director and management accountant for a fraction of the cost of having them on the payroll.
Despite interacting on LinkedIn for a number of years, Chris knew he wasn’t making the most of the opportunities it presented. At the heart of this was his profile which listed his vast former employment with a CV-like precision that was impressive but unnecessary. His description – ‘accountant’ – did nothing to differentiate him from the thousands of other accountants on LinkedIn and his profile summary, although accurate, wasn’t managing to convey the significant impact of his expertise. The challenge he gave to Rachel at Welcome Words was simple: re-write it and get me noticed!
First of all, Rachel interviewed Chris to get an understanding of the man himself as well as his business. Armed with an appreciation of what Chris loves about his job, where his strengths lie and what kinds of work he’d like to do more of, she re-wrote his profile summary to give a flavour of his personality as well as the benefits of hiring him as a freelance finance director. Gone was the rather staid ‘accountant’ description and in came the intriguing ‘financial super sleuth’. At the same time, she recognised the need for Chris to maintain a professional demeanour as well as keep registering in any online searches people are doing for accountants. And so his final occupation description became ‘financial super sleuth, accountant & freelance FD’. The CV-like employment history was rationalised and his company profile was also re-written to focus on the benefits to customers. Anyone reading Chris’s LinkedIn profile now gets more than an inkling of his personality – so important when you have to work closely with someone – as well as an appreciation of how much more this ‘accountant’ can do for their business than simply filing the annual tax return.
- An eye-catching profile that differentiates Chris from the competition.
- Getting noticed – weekly profile views went up by five times their original figure.
- Engaging with prospective customers – the improvement in the number of profile views he gets has given Chris more opportunities to open ‘warm’ conversations with fellow LinkedIn users.