Including leadership profiles on your website isn't just about stoking your CEO's ego. The profiles offer integrated marketers powerful benefits like:
- Putting a human face on your business
- Delivering an SEO bump
- Adding social proof that boosts your content's credibility
A good executive profile is much more than just a cut-and-pasted LinkedIn bio: it should tell a story and be "one of a kind." Here's some guidance on creating a good one.
Pick a format and stick to it. For example, have an introductory paragraph, a paragraph on the subject's current role, their most significant achievements, prior job history, etc.
The profiles don't all have to be the same length - in fact, it's appropriate for the more senior professionals to have longer profiles, but make sure they cover the same kind of content and each and every bio should sound like it's coming from the same organization.
In some instances, integrated marketers may want to include tidbits that get at the subject matter's personality. Definitely do include extracurriculars that are relevant to the business or lend prestige to the subject. However, revealing deep personal details isn't always the right way to go.
- If your business is in the financial services, legal, or healthcare: limit this to family. Even something as innocuous as a hobby might give a reader the wrong impression.
- In a business where there's a more personal connection - or the person IS the product (for example, success coaching, personal training, Realtors), it's more appropriate to talk about the truly personal. In fact, it can help your business stand out from the competition.
- Weave Your Brand Story Through It
Executive profiles should sound like the subject has internalized your company's brand, values, and mission. Weave your brand story through every profile. Every fact should support this bigger picture.
When writing about a subject's previous experience at another company, spin it as if it sounds like it was done in preparation to serving your company's larger objective. This is, after all, a marketing opportunity and not something to puff up an executive's ego (but if it's done well, there's no reason it shouldn't do both).
For best results, personally interview each subject. A LinkedIn page is a good start place, but you should have enough of the right kind of content to tell a compelling story that reads like an extension of your brand.