If you can't answer "What do you do?" with "I provide [this value] for [this type of team/person]." you'll have a rough time finding your next role.
A clear statement of what you provide a potential employer is critical to an effective job search. Creating a Top Line helps:
Clarify your understanding of what you're looking for.
Focus your résumés/online profiles so they're more effective tools.
Improve your network's ability to connect you to appropriate roles. (By far, how most people land new jobs.)
An Amazing Top Line...
Is "forward-looking" and describes your next role (vs. your experience).
Includes one service paired with one type of company. (No lists of services or multiple types of organizations! A Top Line isn't intended to cover your entire work history or all the types of companies you might work for, it's only a marketing tool to help you get conversations/interviews.)
Is specific. (You make it as specific as you could tolerate, then make it painfully more specific.)
Does not include any industry jargon or acronyms, and can be easily understood by a six-year-old.
Includes an interesting word/phrase that helps make it memorable and promote conversations.
Bad Top Lines:
Hi, I'm Bob. I'm a marketer for big companies.
"Marketing" is what you do, not what you provide. (Marketing generalists “inspire/drive new customers.”)
"Big companies" is way too broad to help people associate you with appropriate roles.
Hi, I'm Jenny. I have an MS is epidemiology and am looking for a role with a new company.
A first grader probably doesn't know what an MS or epidemiology is, and even being unsure makes it difficult for adults to pass your name along.
Not specifying the company type makes Jenny seem desperate and also makes it difficult for her network to connect her to specific organizations, roles, and people.
Good Top Lines:
Hi, I’m Jess. I’m a dentist for dogs.
Of course, Jess probably provides dental services for other animals as well, but this statement is simple, easy to remember, and gets people talking.
Jess' friend is having coffee with her neighbor and the neighbor says, "My cat's tooth just fell out!" Who's name do you think will come up next?
Hi, I’m Susan. I slash advertising costs for companies that sell blood cleaning machines.
I know Susan's in advertising and works in some unusual medical field.
I'm intrigued and want to know more.
Want to talk about this strategy or develop some innovative ideas for your company? Don't waste your time posting a comment, email/call me and we can make real things happen that will actually help you/your team. Seriously, I'd love to connect.