Many people, particularly in C-level positions, write their LinkedIn BIOs in the third person for several reasons instead of being original.

Here’s why:

Professionalism and Formality

Writing in the third person can convey a sense of professionalism and formality. C-level executives often represent their company publicly, so the bio reads more like a press release or official communication, which may be typical for leadership roles.

Consistency with Traditional BIOs

Executive-level professionals may be accustomed to seeing third-person BIOs in corporate settings—on company websites, media mentions, or speaking engagements. Using the third person on LinkedIn maintains consistency across platforms and formats.

Brand Representation

For executives, their personal brand is often intertwined with the company’s brand. A third-person BIO can make the tone more neutral, focusing on the executive’s organizational role rather than personal achievements. It reinforces that they are speaking not only as an individual but as a representative of the organization.

Highlighting Accomplishments

Writing in the third person allows people to highlight accomplishments in a way that sounds less self-promotional. Phrases like “John has led the company to increase revenue by 25%” sound more objective than saying “I led the company…”.

Familiarity and Expectations

Many professionals at the executive level are used to seeing third-person BIOs in corporate contexts, so they may default to that style on LinkedIn without considering alternatives. It feels familiar, safe, and aligned with expectations in their industry.

Distance and Authority

A third-person BIO creates a certain distance between the individual and the reader, which can reinforce authority and leadership. It can also position them as more approachable in a formal context, allowing for the perception of leadership without sounding too casual or too self-focused.

Press and Public Use

Executives often use their BIOs in media, conferences, or press releases. A third-person BIO makes it easier for others (journalists, PR professionals, etc.) to directly use or quote their profile without needing to rewrite it, simplifying the process for external use.

While using the first person can make a BIO feel more personal and engaging, many C-level professionals prioritize consistency, formality, and the broader context of their role over differentiation on LinkedIn.

OK, But … There are Downsides

There are downsides to writing dense paragraphs in the About section on LinkedIn, so this approach may only sometimes be effective.

1. Decreased Readability

• Dense paragraphs can be visually overwhelming, making it harder for readers to skim and quickly absorb key points.
• LinkedIn users tend to skim profiles, so large blocks of text may deter them from reading through the content, and I am one of them! My eyes glaze over when I see paragraphs.

2. Lack of Engagement

• Users may lose interest if they can’t find highlights or key information quickly, leading to a higher chance that they’ll leave your profile without fully engaging.
• Bullet points or concise sections with clear headings are more inviting for readers seeking specific information. I would add some reasonable emojis for a pop of color!

3. Missed Opportunities for Key Information

• Essential points like skills, achievements, and keywords may get buried using long paragraphs. Readers may miss key information crucial for executive career opportunities or networking.
• Important metrics or achievements are often overlooked in large chunks of text, and many people search on LinkedIn by keywords.

4. Less Impactful First Impression

• LinkedIn’s “About” section only shows the first few lines before users must click “See more.” If the initial paragraph is too long or lacks compelling information, you risk losing the reader’s interest before they click to view the rest.

5. Reduced SEO and Searchability

• Might it be possible that the SEO value of the “About” section decreases when important keywords are embedded deep in paragraphs?  Short, clear sentences, headings, and bullet points may allow for better keyword placement, making your profile more discoverable in searches. I don’t know what I don’t know, but I know my personal preferences.

6. Doesn’t Stand Out

• As an executive opting for paragraphs, this format may cause your profile to blend in and not tell your story. Structured formatting, with bullet points, short sentences, reasonable emojis, and bold or capitalized keywords, can make your profile more dynamic and eye-catching.

7. Limited Mobile Usability

• Many LinkedIn users access the platform via mobile devices, where long paragraphs appear even more cumbersome on smaller screens. Viewing on smaller mobile devices makes reading, scrolling, and navigating profiles less user-friendly.

8. Missed Personal Connection

• A conversational tone can be lost in lengthy paragraphs. Breaking up the content into smaller, digestible parts allows you to inject personality more easily, making it easier for others to relate to and engage with you. Why not add some personal interest icebreakers to humanize yourself?

9. Fails to Highlight Accomplishments

• Amid a paragraph, significant achievements or metrics can easily get buried. Shorter sections or lists make these stand out more effectively, allowing you to showcase your successes with a more significant impact.

Conclusion

To keep readers engaged and maximize impact, it’s often better to break up the “About” section with clear, short paragraphs or bullet points, include compelling hooks early on, and strategically place keywords and metrics for visibility. Originality and skimmable and scannable content are my preferences, but I have had clients who want it their way. Que sera, sera!

Did you read the article from last week? How dare you suggest my LinkedIn profile is not optimized! I had it reviewed!

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