Why Does Your LinkedIn About Section Suck? (And How to Fix It)
Older man with sitting with two thumbs down.
I am going to be honest. Many of your LinkedIn About sections suck.
They are dull and unappealing and make you seem like you are some kind of robot.
LinkedIn gives you 2,600 characters to tell your story.
Who you are.
What you do.
What you have accomplished.
What you stand for.
Instead, many of you have an About section that is as interesting as watching paint dry.
It is bland, corporate speak.
You can do better.
Let me show you how.
Why Your LinkedIn Profile Is Important
For many of you, the About section seems the least important part of the profile. After all, the Experience section is where your job history lies. It is like your resume, right? Everyone focuses on their resume first.
While making a strong and compelling Experience section is important, there is a reason that LinkedIn has an About section: it is a place to showcase your professional and personal identity.
Here is the thing: Employers are hiring for everything about you: your skills, knowledge, expertise, values, and personality.
While the Experience section traditionally focuses on what you did, how you did it, and your accomplishments, it is not an area where you talk about your uniqueness and what makes you tick. Yet, this information can set you apart from everyone else with the same job title.
LinkedIn understands this and gives you an area to showcase what makes you. you.
What is your unique story?
What values do you have?
What areas do you excel in?
What interests you?
The About section lets you tell your story so you are not another face in the crowd.
Why not take full advantage of what LinkedIn offers?
Go from Bland to Brilliant
I want you to read the About section below. It is real, not made up. I found it on the profile of a not-to-be-named marketing professional.
✨ Strategic Thinker | Innovator | Leader
At my core, I am driven by a visionary mindset that allows me to see beyond the ordinary. I leverage a holistic view of market dynamics to fuel data-driven insights and cutting-edge marketing techniques that solve complex business challenges. 🚀
💡 Digital Strategy Meets Innovation
With a passion for digital strategy, creative problem-solving, and marketing analytics, I specialize in building customer-centric digital experiences that drive growth and engagement. 📊 I am always one step ahead, continuously evolving my strategies to meet the ever-changing market landscape. 🔄
🎯 More Than Just Campaigns
To me, digital marketing is about holistic, scalable strategies that align with a brand's vision and deliver measurable results. ✅ I use a robust mix of analytics, technology, creative innovation, ideation, and strategy to craft solutions that are efficient, impactful, and designed to maximize ROI. 💼📈
🚀 Transforming Brands
At every step, my goal is to create transformative digital strategies that connect brands with their audiences in meaningful ways, driving long-term success. 🌐
So you may ask, what is wrong with it?
I see many things that make this profile not work for the writer. Let’s go over them.
Overuse of Jargon and Buzzwords
Did you notice all the jargon and buzzwords? Terms like "visionary mindset," "holistic view," and "data-driven insights" may sound impressive, but in reality, they are overused and cliche terms that are quite vague. When you start sounding like everyone else, how can your uniqueness shine?
Lack of Personality
Did you feel how formal this sounded? It is as if they were writing a term paper, not their biography. Do you have any sense of the personality of the person behind these words? You want to connect with your audience. Hiding behind formal writing won’t do this.
Abstract Rather Than Concrete
People want to know about your specific achievements. When you talk in the abstract, those reading your words won’t know if you are being truthful or not. When you speak about specific achievements, your audience gets more of a sense of “Hey, I can visualize this person doing these things.” Phrases like "solve complex business challenges" or "continuously evolving my strategies" don’t give us a sense of how that is of value. They are empty words.
Overemphasis on Self-Proclamation
While using the first person when writing your LinkedIn About section is okay, making claims without backup leaves many people wondering, “Well, is this true? Are these statements credible?” The text relies heavily on self-proclamation, using phrases like "I am driven by" and "I specialize in." This can be a problem.
Lack of Storytelling
Your About section is a great place to tell your story. Since it has no defined format, you can use it in so many ways to tell the reader a story about what makes you unique.
-What has shaped your career?
-Specific problems or challenges you have solved.
-Your vision for the future of your industry or profession.
-Your “why.”
The example presents information in a static, resume-like format. It does not include a compelling story that lets us get to know the writer better.
Too cute
The use of emojis in your About section will depend on your audience, so having them in your About section is not a problem in itself. But more than 10? Even more than a few is too much. You rely on them, not your words, to carry your message.
Failure to Differentiate
Could this About section be written by many, if not most, marketing professionals? Nothing here makes us feel particularly connected to this individual or see them much differently than most other marketing professionals. The point of the About section is to showcase who you are, what you do, and how you are unique. If that does not jump off the page, you are doing it wrong.
So How Can The About Section Be Made Better?
Taking those seven aspects of a not-so-good About section into consideration, here is an updated version:
✨ Digital Trailblazer | Data Alchemist | Team Catalyst
Hello! I’m not just a marketer but a strategist who transforms marketing efforts into measurable results. Think of me as the sherpa guiding your brand through the complex digital landscape, always finding the best route to success.
The Science of Storytelling
I have a knack for blending analytics with creativity to craft compelling stories from data. Picture this: a recent campaign saw stagnant engagement rates. Rather than rehash old tactics, I designed a targeted content strategy that drove a 35% increase in click-through rates and boosted conversion by 20%. I turn spreadsheets into strategy, weaving metrics into a narrative that both inspires and informs.
Building Pathways to Profit
In my world, every interaction matters. I love creating digital experiences that turn passive visitors into engaged customers. For example, when faced with high bounce rates, I reimagined our site’s UX design, resulting in a 40% decrease in bounce rate and a 25% uptick in average session duration. Trends don’t lead my strategy – data does, and I harness it to pioneer approaches that drive bottom-line growth.
Real Results, Real Impact
Forget the buzzwords; I’m all about crafting strategies that make tangible impacts. When our team faced declining customer retention, I led an innovative email marketing campaign that stabilized retention rates and achieved a 15% increase in customer loyalty. My approach is grounded in practical solutions that work, turning “what ifs” into results that propel us forward.
Let’s Create Something Extraordinary
When I join a team, I bring more than expertise — I bring energy and a commitment to innovation. Whether refining brand messaging or scaling up digital campaigns, I’m here to set goals on fire (in a good way). Together, we’ll not just set targets — we’ll reimagine possibilities.
Ready to turn your marketing dreams into measurable success? Let’s connect.
Here is how this version takes much of the same message and improves upon it to be more engaging and memorable.
Reduced Jargon and Buzzwords
The updated version removes those vague buzzwords and uses simple language and concrete outcomes (e.g., “35% increase in click-through rates”). Instead of “visionary mindset,” it describes specific, value-driven actions and results. This is much more impactful.
More Personality
Did you notice a friendly, relatable voice used? By opening with “Hello! I’m not just a marketer…” you see more of this person’s personality shine through and less reliance on emojis. Phrases like “Picture this…” or “Ready to make something extraordinary?” give a warm and conversational feeling. These strike the right balance of informal and professional, which can be perfect on LinkedIn.
Concrete Rather Than Abstract
Concrete examples are used instead of vague language. Specific actions and outcomes, like decreasing bounce rates and increasing customer retention, are used to show value. You want the reader to visualize the impact you can make at their organization.
Self-Proclamation De-emphasis
The revised content focuses on concrete successes and examples. For example, “a recent campaign saw stagnant engagement rates, so I designed a targeted strategy that boosted conversion by 20%” is not a boast but a fact. Instead of making claims without substantiation, this version shares specific achievements that add credibility.
Storytelling is Powerful
Storytelling adds depth to the About section. Each section is now built around mini-stories of challenges and solutions, showing action and results. Addressing past challenges, like improving engagement or retention, provides insight into the writer’s problem-solving style.
More Substance, Less Cuteness
The revised section removes emojis except for a subtle, single-line-starting emoji. This keeps the tone professional and reduces the risk of distracting readers. The language is light but engaging.
Powerful Differentiation
This About section could not be written for just any marketing professional. The results supporting this person’s results and unique experiences set the writer apart. We have a good sense of the writer's “why” and “how.”
Don’t Make The LinkedIn About Section an Afterthought
The About section can be more than a simple bio; it’s your opportunity to show people who you are, what you’re all about, and why you do what you do. A great About section isn’t just a list of your skills (and LinkedIn already has a section for that) – it’s your story. When you share the journey behind your career, people can see what you’re made of and get a sense of your personality. This is how you connect with others on a deeper level, showing your experience and the drive that makes you stand out.
By telling your story in a way that highlights the challenges you’ve faced and how you’ve overcome them, your About section becomes more than a bunch of words – it’s the reason people reach out. When readers see how you solve real problems and understand what makes you tick, they’re more likely to think, “This is the person who can help me.”
So, take the extra time to create an About section that shows the real you. You’ll attract people who see you as more than just another connection—they see you as someone who can make a real difference for them.
Shelley Piedmont is a Career Coach who focuses on understanding your unique skills, interests, and aspirations and provides personalized coaching to guide you toward roles where you can truly thrive. Whether you are stuck as to what your next career move should be or need help with resumes, LinkedIn profiles, or interview preparation, Shelley is here to help you. Please set up an exploratory call to find out how she can help you reach your career goals.