The rise of the rebellious LinkedIn headline
What’s with all this swearing on LinkedIn? It’s gone from the odd cheeky word to full-on potty mouth.
Headlines and cover photos are shouting ‘Helping you get sh*t done’, ‘Making brands f@%king unforgettable’, or ‘Cutting through the b*llsh!t so you don’t have to’.
These sweary promises are slowly creeping into taglines, posts, cover photos and ‘about’ sections. Is this what being authentic is?
What’s going on with LinkedIn personal branding?
In a way, this all comes from a good place. LinkedIn isn’t just a static CV anymore. It’s interactive, more human, and full of potential. We’re encouraged to be ourselves, show personality, and move away from dry, corporate speak. That’s a good thing.
I love seeing people get creative with their LinkedIn profiles. It’s a chance to show your impact, not just your job title. But it feels like things have drifted into parody. Is that REALLY you?
How bro marketing made swearing a trend
Part of this comes from bro marketing – I’ve spoken about this before. Backwards baseball cap, laptop by the pool, smug grin, and a downloadable e-book called ‘How to 10x Your Business’. They always have the most fabulous and enviable podcast/mic set-ups.
But for small businesses and freelancers, copying this tone doesn’t always pay off. It might attract attention but could be damaging to their brand. People might enjoy reading a gobby, sweary post – but would they introduce you to their client? I’m not sure.
Swearing isn’t as rebellious as you think
Swearing can feel powerful. I remember swearing in a school drama performance – it felt rebellious. Saying the f-word in front of a teacher was ICONIC. I also remember swearing during improv on my performing arts degree and practically sweating with the delicious thrill of it.
I could see my teacher trying to hide an eye roll, mixed with a sigh of relief that we’d finally got it out of our systems. ‘There we go, you’ve done it now – you’re past the swearing-for-effect thing.’ That was my wonderful teacher Jason Benson (just in case he’s listening!).
Real disruption doesn’t come from swearing. It comes from saying something meaningful. From doing something genuinely different. From standing out because of what you create, not what you shout.
Finding your voice in marketing
There’s a difference between being outspoken and performing it. I follow a few big personality influencers who I properly respect – they swear, they rant, they speak exactly how they think. It’s not a strategy. It’s just how they are, online and off. They are the exception.
But when others try to copy that style – when they show up all shouty online but are shy and reserved in real life – it doesn’t land. It feels off. People can sense it.
Authentic marketing isn’t about volume. It’s about alignment. If swearing doesn’t suit you, don’t do it. Your voice is enough.
It can be intimidating (especially for small businesses)
It can be intimidating. I meet so many start-ups and freelancers in my marketing workshops who are scared stiff of LinkedIn because of this exact reason. They worry they can’t match that big, loud energy – or worse, that they have to join in to succeed.
But you don’t. You just need to be clear, consistent and true to yourself. That’s what builds trust. That’s what builds a brand.
Beware the lurkers
You might be getting likes, but what about the lurkers? The quiet ones who don’t comment or react but still read everything. Those are often the ones who matter most – potential clients, collaborators, people who pass your name on behind the scenes.
Swearing might grab attention in the short term, but are you building long-term credibility with the people who never leave a digital trace?
Say something better
We all want to be disruptors – in branding, in business, in whatever space we’re in. But if everyone’s using the same ‘f@%k it’ tone, are we really disrupting anything?
Shock people with your originality. Impress them with your insight. Show your personality by being you, not by asterisks.
Before you go all mouthy in your profile, ask yourself – is this how you actually speak? Or are you just trying to sound like someone who gets noticed?
Come say hi (no loud swearing, promise)
Come and say hello at Anti-Social After Work Drinks in Swansea. I promise not to swear loudly in your face (this promise is not guaranteed after a glass of wine). 5pm – 7pm, third Thursday of every month at HQ Urban Kitchen in Swansea.
