Talent Onboarding Guide #2
Your LinkedIn profile might be impressive. Your resume probably tells a compelling career story. But when it comes to fractional work, neither format serves you well.
Traditional profiles focus on what you've done. Fractional profiles need to focus on what you can do for clients right now. They need to answer one crucial question: "Why should I pay premium rates for your expertise instead of hiring someone full-time or choosing another fractional leader?"
Most experienced executives struggle with this transition. They're used to their reputation and network doing the heavy lifting. They've never had to "sell" their services to strangers or compete in an open marketplace.
But fractional work is different. Clients are evaluating you against other senior leaders, and they're making decisions based on profiles, not personal relationships. Your profile isn't just a summary of experience – it's a sales document that needs to convert prospects into clients.
The fractional profile mindset shift
From resume to value proposition
Traditional resume thinking: Lists roles, responsibilities, and achievements chronologically.
Fractional profile thinking: Leads with the specific problems you solve and the outcomes you deliver.
Example transformation:
- Resume version: "VP of Marketing at SaaS company, responsible for a team of 12, managed $2M budget"
- Fractional version: "I help B2B SaaS companies break through growth plateaus by diagnosing revenue leaks and implementing systematic marketing engines that typically improve qualified leads by 40-60% within 90 days"
From credentials to credibility
Clients care less about where you went to university and more about whether you can solve their specific problems. Your profile needs to establish credibility through relevant results, not prestigious company names.
From comprehensive to targeted
A good fractional profile is selective, not comprehensive. It highlights the 2-3 areas where you can deliver transformational value, not everything you've ever done.
The anatomy of a winning fractional profile
Hook: The problem you solve (first 2-3 lines)
This is the most important part of your profile. It needs to immediately communicate the specific problem you solve for the specific type of client.
Formula: I help [target client type] [solve specific problem] by [your unique approach] to [typical outcome].
Strong hooks:
- "I help growth-stage B2B companies transition from founder-led sales to scalable revenue engines, typically adding $2-5M ARR within 12 months through systematic sales process design and team development."
- "I help venture-backed startups build technology foundations that scale, having architected systems that supported growth from Series A to IPO at companies like [Company X] and [Company Y]."
- "I help consumer brands break into retail channels, having secured distribution deals worth $50M+ at Coles, Woolworths, and 200+ independent retailers."
Weak hooks:
- "Experienced marketing leader with 15+ years in technology companies"
- "Strategic executive with deep expertise across multiple functions"
- "Results-driven leader passionate about helping businesses grow"
Value statement: What makes you different
This section expands on your hook by explaining your unique approach, methodology, or perspective.
What to include:
- Your specific expertise or methodology
- The types of challenges you're uniquely positioned to solve
- Your approach or philosophy that differentiates you
Example: "My approach combines deep technical architecture experience with business strategy understanding gained from 12 years at hypergrowth startups. I don't just build systems – I design technology foundations that support 10x growth while maintaining reliability and security. Most fractional CTOs focus on immediate technical problems. I focus on building platforms that eliminate entire categories of future problems."
Social proof: Results and credibility markers
This is where you provide evidence that your approach works. Focus on quantifiable results and recognisable credibility markers.
Types of social proof:
- Specific, quantifiable results you've delivered
- Well-known companies you've worked with
- Industry recognition or thought leadership
- Relevant qualifications or certifications
Example: "Results include: architecting the platform that supported Startup X's growth from $5M to $50M ARR; leading the technical due diligence for Company Y's $30M Series B; building the engineering team that took Company Z from 20 to 200 developers. Previously: Principal Engineer at [Well-known Company], speaker at [Industry Conference], published author on scaling engineering teams."
Target clients: Who you work with
Be specific about your ideal client profile. This helps the right clients self-select and gives Shepherd's matching algorithm clear signals.
Include:
- Company stage (early-stage, growth, enterprise)
- Industry focus (if you have one)
- Company size or revenue range
- Specific situations where you add most value
Example: "I work with Series A-C SaaS companies ($2M-50M ARR) facing technical scaling challenges. Ideal engagements include: preparing for rapid growth phases, architecting for enterprise customers, building engineering teams, technical due diligence for funding rounds, and CTO transition planning."
Working style: How you operate
Fractional clients want to know what it's like to work with you. This section sets expectations and helps ensure cultural fit.
Cover:
- Your communication style and preferences
- How you structure engagements
- Your availability and working patterns
- What clients can expect from the relationship
Example: "I prefer deep, strategic partnerships over surface-level consulting. I typically work 2-3 days per week over 6-12 month engagements, allowing time to implement sustainable solutions rather than just provide recommendations. I'm highly responsive via Slack during business hours and believe in regular face-to-face strategy sessions combined with hands-on execution."
Industry-specific profile strategies
For former tech executives
Emphasise:
- Specific technologies and platforms you've scaled
- Quantifiable growth metrics from your experience
- Understanding of technical and business challenges
- Network within the tech ecosystem
Example specialisations:
- "Enterprise SaaS scaling" for former enterprise software leaders
- "Marketplace optimisation" for former platform executives
- "Developer tools GTM" for former developer-focused companies
For former retail/consumer executives
Emphasise:
- Channel expertise and distribution relationships
- Brand building and customer acquisition experience
- Understanding of retail operations and logistics
- Omnichannel strategy experience
Example specialisations:
- "D2C to retail transition" for brand scaling experts
- "Retail partnership development" for business development leaders
- "Supply chain optimisation" for operations executives
For former finance executives
Emphasise:
- Specific types of financial planning and analysis
- Experience with funding rounds and investor relations
- Industry-specific financial expertise
- Systems and process optimisation experience
Example specialisations:
- "SaaS financial modelling" for subscription business experts
- "Growth equity preparation" for later-stage funding specialists
- "International expansion CFO" for global scaling experience
Common profile mistakes
Being too generic
- The mistake: Trying to appeal to everyone by describing broad capabilities.
- Why it fails: Generic profiles don't help clients understand why they should choose you over other options.
- Better approach: Be specific about the problems you solve and the clients you serve best.
Leading with credentials instead of value
- The mistake: Starting with education, certifications, or company names.
- Why it fails: Clients care more about what you can do for them than where you've been.
- Better approach: Lead with the value you create, then support it with relevant credentials.
Underselling your expertise
- The mistake: Being modest about results or using vague language about impact.
- Why it fails: Fractional clients are paying premium rates and need confidence in your ability to deliver.
- Better approach: Be specific about results and confident about your capabilities.
Focusing on features instead of benefits
- The mistake: Describing what you do instead of the outcomes you create.
- Why it fails: Clients buy outcomes, not activities.
- Better approach: Focus on the business impact and transformation you deliver.
Ignoring the target audience
- The mistake: Writing for a general audience instead of your ideal fractional clients.
- Why it fails: Different audiences care about different things.
- Better approach: Write specifically for the clients you want to attract.
Platform optimisation for Shepherd
Keywords and searchability
Include relevant keywords:
- Your functional expertise (CMO, CTO, Head of Growth, etc.)
- Industry terms your clients would use
- Specific technologies, methodologies, or frameworks
- Company stage terminology (Series A, growth stage, scale-up)
Example keyword integration: Instead of: "I help companies improve their marketing" Use: "I help B2B SaaS companies optimise their demand generation funnel, from lead acquisition through MQL conversion, using account-based marketing strategies and marketing automation platforms like HubSpot and Salesforce."
Video introduction strategy
Since Shepherd uses video introductions, your profile should set up your video effectively:
- Profile role: Establish credibility and your specific value proposition
- Video role: Demonstrate personality, communication style, and cultural fit
Video preparation tips:
- Practice explaining your value proposition conversationally
- Prepare 2-3 specific examples of client results
- Show enthusiasm for fractional work and helping clients
- Demonstrate your communication style and executive presence
- Keep it under 3 minutes and focused on value
Portfolio and case studies
What to include:
- 2-3 detailed case studies showing specific results
- Before/after metrics, where possible
- Brief description of the challenge, approach, and outcome
- Client industry and stage (if not confidential)
Example case study format: "Challenge: Series B fintech company's customer acquisition cost had increased 200% while conversion rates dropped 30% over 6 months.
Approach: Conducted full-funnel analysis, identified 3 key conversion leaks, redesigned onboarding flow, implemented new lead scoring system.
Result: Reduced CAC by 45% and improved conversion rates by 60% within 90 days, contributing to successful Series C raise."
Profile testing and iteration
Get feedback from your target market
Before publishing:
- Show your profile to 3-5 potential clients in your network
- Ask specific questions: "Does this make you want to hire me?" "What questions does this raise?" "How does this compare to other fractional leaders you've seen?"
- Iterate based on feedback
A/B testing elements
Test different versions of:
- Your hook/opening statement
- Value proposition framing
- Case study selection
- Call-to-action language
Performance tracking
Monitor:
- Profile views and engagement
- Inquiry quality and quantity
- Conversion from profile view to discussion
- Client feedback on why they chose you
Your profile development checklist
Content strategy:
- [ ] Identified specific problems you solve
- [ ] Defined target client profile clearly
- [ ] Developed compelling hook (2-3 lines)
- [ ] Written value proposition that differentiates you
- [ ] Compiled 2-3 strong case studies with metrics
- [ ] Included relevant keywords for searchability
- [ ] Described working style and approach
Credibility markers:
- [ ] Quantified results where possible
- [ ] Included recognisable company names (if relevant)
- [ ] Mentioned industry recognition or thought leadership
- [ ] Listed relevant qualifications or certifications
- [ ] Shown progression and career growth
Optimisation:
- [ ] Written for your target audience, not the general public
- [ ] Focused on outcomes and business impact
- [ ] Used specific language instead of generic terms
- [ ] Included industry-specific terminology
- [ ] Prepared for video introduction
Testing and refinement:
- [ ] Gathered feedback from potential clients
- [ ] Tested different versions of key elements
- [ ] Planned for ongoing optimisation based on results
- [ ] Set up tracking for profile performance
Profile examples by function
Fractional CMO profile example
"I help B2B SaaS companies ($5M-50M ARR) break through growth plateaus by diagnosing revenue leaks and building systematic marketing engines that typically improve qualified pipeline by 50-80% within 90 days.
My approach combines deep SaaS marketing expertise with hands-on execution experience. I don't just create strategies – I build the systems, processes, and team capabilities that make sustainable growth possible. Most marketing consultants focus on tactics. I focus on building growth engines that compound.
Recent results: Took Company X from $8M to $25M ARR in 18 months; reduced Company Y's CAC by 60% while doubling qualified leads; built the demand generation engine that supported Company Z's successful Series B.
I work with Series A-C SaaS companies facing marketing scale challenges: transitioning from founder-led to systematic growth, preparing for funding rounds, breaking into enterprise markets, or optimising growth economics. Typical engagements are 2-3 days per week over 6-12 months, focusing on building capabilities rather than just delivering reports."
Fractional CTO profile example
"I help growth-stage startups (Series A-C) build technology foundations that scale without breaking, having architected systems that supported 10x+ growth at companies like [Company X] and [Company Y].
My superpower is translating business requirements into technical architecture that handles exponential growth. I've been through the scale challenges that most engineering teams will face: from 10K to 10M users, from $1M to $100M ARR, from 5 to 50 engineers. I know which technical decisions matter and which don't.
Recent impact: Designed the platform architecture that supported Startup A's growth from $5M to $50M ARR; led technical due diligence for Startup B's $30M Series B; built engineering teams from 8 to 40 people at two different companies.
I work with venture-backed startups facing technical scaling inflection points: preparing for rapid user growth, architecting for enterprise customers, scaling engineering teams, or technical preparation for funding rounds. I prefer 2-3 day per week engagements over 6-12 months, allowing time to implement sustainable solutions alongside your team."
The compound effect of great profiles
A great fractional profile doesn't just help you win individual projects – it builds your reputation and network over time. Clients who find you through your profile become:
- References for future opportunities
- Sources of referrals to other potential clients
- Case studies that strengthen your future profiles
- Network connections that open new opportunities
Invest the time to get your profile right. It's not just marketing copy – it's the foundation of your fractional business development strategy.
The bottom line
Your expertise is valuable, but expertise alone doesn't win fractional engagements. You need to clearly communicate the specific value you create for specific types of clients.
Think of your profile as your most important business development tool. It needs to establish credibility, differentiate your approach, and make potential clients excited to work with you.
The best fractional leaders treat profile development as seriously as they'd treat developing a go-to-market strategy for a new product. Because that's exactly what it is.
Next up: Writing proposals that close deals. Learn how to respond to client opportunities with proposals that demonstrate value and win premium engagements.
