LinkedIn Headlines - The Why Instead of the What

Joel Ungar
Share this content

Corey Lord is the Chief Accounting Innovator at Lord & Associates in Saline, MI (near Ann Arbor). We've known each other on line for a year or so and hope to meet face to face one day. Anyway, Corey read my post 9 out of 10 LinkedIn Headlines Are Dull - Is Yours? If you haven't read it, I recommend that your headline not just be a recitation of your current position and employer. Instead, it should say something more about you. My current one is "Exceptional CPA Specializing in audits of SEC Smaller Reporting Companies."

Corey raised the following question to me:

What about stating your why instead of your what?

By way of example, Corey's headline is Simplifying accounting by challenging the status quo.

I think that is a great question and a great headline. Frankly, I'm not sure why I hadn't thought of that.

My headline is definitely a what. The headlines I included in that post from 10 connections were also all "what" headlines. Remember that this is what shows up under your name when people are searching for people or in the People You May Know feature on LinkedIn.

I also admit I'm not sure what would be a good one for me:

  • Providing cost effective audits for SEC Smaller Reporting Companies
  • Approaching audits of SEC Smaller Reporting Companies in a different way

I'm sure I could come up with a few more.

I think this works very well for Corey. His practice focuses on helping small business meet their accounting needs and better understand their businesses. That kind of a customer could very well be attracted by Corey's headline when searching for accountants in the greater Ann Arbor area. I know I would be.

For me, I'm not sure how well it would attract people to me, but I'm going to give it a try and see. As mentioned in the previous blog post, changing your headline puts you in your connections news feed, and that is always a good thing. 

What do you think? Please comment as to which you think is better. And comment with your LinkedIn questions or topics you'd like to see.

About Joel Ungar


Please login or register to join the discussion.

By Samuel Dergel
Jun 26th 2015 01:10


Is "Why" better than "What"? Maybe.

I think that anyone using a "Why" or "What" is ahead of the game. Using a standard title for a LinkedIn headline is limiting.

Note - I'm currently using "What": Executive Search Consultant with Stanton Chase & Executive Coach to CFOs


Thanks (0)
By Joel Ungar
to Amber Setter
Jun 26th 2015 01:10

I'm thinking "it depends" - varies on situation. Think it works well for Corey.

Thanks for commenting!

Thanks (0)