Your commercial business headshot is an important part of your brand - arguably, the most important. Especially in today’s climate of digital introductions, it is often the first impression your potential client has of you. You have one chance to make it count! Your image should connect you with clients, show off your style, and communicate what is important to you.
8 TIPS TO THE PERFECT BUSINESS HEADSHOT
1: USE YOUR HEADSHOT TO COMMUNICATE YOUR BUSINESS STYLE
Your headshot is, in this digital world, the equivalent of practicing your handshake in years past. If your headshot doesn’t communicate your goals, it’s not much better than the grey on grey placeholder circle on social media. Nuances give an impression, and they matter! How would you want your clients to describe you? Start with a few words that fit and work to create an image that communicates your business style. Here is a (non-exhaustive) list to get you thinking. I want to know your style so we can create images that reflect it.
Relaxed, Approachable, Strong, Welcoming, Professional, Creative, Honest, Passionate, Decisive, Inclusive, Focused, Friendly, Helpful, Confident, Analytical, Attentive, Unique, Trustworthy....
2: BE CONSISTENT COMPANY WIDE
If you are the sole face of your small business, you can skip this one tip. Many businesses have a team of faces that will interact with a single client base. Teams should be represented in a consistent way, to communicate a consistent message (see #1 above). I often see professional business websites with a smattering of headshot quality and styles, and it truly does not read well. Find a photographer you love, hire them to capture your team, and bring them back for new members and updates. Using broad or short lighting style, high or low-contrast light, and angle all matter. One company, one goal, one style!
3: POSE EFFECTIVELY
Your best pose is going to depend on your goals for image - assertive vs friendly, for example - and your body type.
Body language communities a lot about your personality and believe it or not, even if you are only showing your head and shoulders in the image, your pose matters!
You are going to want to pose where your shoulders are not square to the camera, but turned so they create depth. Leaning towards the camera at your waist creates more connection and brings your facial features closer to the lens in relation to your upper body. Leaning towards the camera can look welcoming, assertive, or anything in between, depending on your angle. Your hands and arms should either be cut out entirely from the image or included in an intentional way (laughter, with a prop, arms crossed). Women look great with some space between the elbow and side.
All of these suggestions are small movements that, combined with an intentional camera angle, make a huge difference. There are lots of ways to make anyone with any body type feel confident in front of the camera!
4: CHOOSE YOUR BACKGROUND WISELY
There are three general options for a background:
- A traditional solid backdrop. For larger companies with dozens or hundreds of employees, choosing a standard grey, white, or black background is going to create the consistency that says professional team. This is also the easiest to replicate over years as large companies update their roster of employees. Example can be seen here.
- On-location but general. A background in your office or home that has interesting depth and light but is general enough to not really say what it is that the subject does specifically. The viewer takes more cues from the pose and expression than the background. These images tend to be more casual and welcoming than the solid backdrop. I will use a window in a lobby, an interesting staircase, or front door to give depth and interest to the portrait.
Example can be seen here. - Environmental background. These images are custom to each employee, and show the work space or project. Environmental images tell a story to the viewer, as we communicate as much about the subject in the image with what’s included in the background as their pose. Think of a scientist in their lab surrounded by equipment or a musician standing in their studio next to all of their instruments and stacks of music. Example can be seen here.
5: FEEL GREAT IN WHAT YOU WEAR
What to wear for a professional business headshot is the first question I get from clients!
The most important thing is to feel confident. You will be using this image to represent you for a few years, most likely, and across several platforms. You may see it every day on teams meetings so loving what you see is important!
In general terms, solids are best and I love the look of layers. Touches of style or color in jewelry, bowties, hats, etc are all wonderful but all of this should be chosen with your list of goals (see #1) in mind. I generally avoid recommending solid black, as colors will bring out skin tones better. If you want to wear something very dark, a charcoal grey or dark navy work well with most people. If you were thinking white just avoid shiny fabrics (an oxford, silk, or satin) and instead go with a cream, off-white, or knit top that has some texture to it. A good place to start is with your favorite top you already feel great in, and accessorize if you need to add a little something.
As a bonus step, choosing colors that complement company design and website colors is a great way to make your marketing look incredible. For instance, if your company color is blue, asking your team to wear mostly neutrals with some blues/cool colors will allow each individual to show their personal style while looking cohesive.
There are a few things that are always a big “no” for me: any top with words or big logos (unless it’s your company logo and part of a specific project), nametags, sunglasses, and very bold patterns that don’t match your company's brand. Long necklaces often don’t work as well because they get cut off in a traditional headshot image.
Still aren’t sure? Don’t hesitate to bring multiple options and we will take a look in-camera to choose the perfect outfit.
6: UNDERSTAND WHAT A HEADSHOT IS
Knowing how you are going to use the images is important so that I can effectively frame and deliver them.
When we say “headshot” we mean an image that is shoulders and above. The goal of these is to show your face, and it should be large enough that your features can be seen in the little social media and teams icons. Traditionally taken in vertical format, I now frame these horizontally to ensure proper spacing for square and round icon use.
Images showing a little more personality by including hands and upper body is a great for presentations, intros, and other marketing uses. These images can be generally categorized by the approximate amount of the body they cover; 1/2 body, 2/3, 3/4, etc. Full body images are great for specific marketing purposes and can often involve props. If you aren't sure what you need we can talk about image usage and plan accordingly.
7: USE YOUR NEW BUSINESS HEADSHOT
It is well known in the marketing world that repeated exposure to an image or brand increases familiarity and credibility. By putting the same headshot in every place that a client, co-worker, or potential new boss will see, you are creating familiarity and building relationships.
Put your new headshot on all client-facing social media, company websites, on video calls, in your email footer, and anywhere else you are communicating with your clients.
8: KNOW WHEN TO UPDATE YOUR BUSINESS HEADSHOT
As a general rule, update your professional headshot every 5 years. However in reality, you should update your headshot as often as needed for the image to still represent you and your company's brand.
If you are using an old image, people will to meet you in person, or over zoom, and think “wow they are older than I thought” or “wow they look different than in their photo, is this the same person?”. You are making that client or co-working question your authenticity. Instead, you want them to say “hello!” and instantly recognizes you as the person they have been communicating with. Having an image that is outdated can create an immediate barrier to connection.
I often hear that people use an old image because they look younger, or “better”, in their old image. Your client is working with who you are now, so your best move is to be authentically who you are now. I promise that’s better than the younger, or thinner, or less grey version from years ago.