Bio Style #1:

Dr. Sanchez oversees customer engagement from the enterprise and infrastructure perspectives.

Bio Style #2:

Jeannie holds our customers' hands when she's not knitting or scuba diving.

Bio Style #3:

Some combination of #1 and #2 that makes sense for your organization.

If you are drafting a bio:

• Keep it short. It is different than the bio you might include in proposals that require lengthy lists of accomplishments. It is not a resume.

• Minimize the hype. Readers want a sense of your team's capabilities and what it would be like to work with you. Don't be falsely modest, but don't lay on the "best in class," "uniquely qualified," and other superlatives too thickly.

• Don't lie or embellish. That should be obvious, but a reminder just in case.

If you are deciding how to compile a collection of bios for your organization:

• Match the tone to your brand. Informal style (first names, conversational) fit many organizations; others feel more comfortable with a more distant style (Ms. Johnson).

• Determine whom to include. Some organizations post bios of the whole staff, from receptionist to CEO. Others limit the bios to the senior leadership team or some other smaller set. No right or wrong answer, but make it a conscious decision, not just by default.

• Determine what to include. Do you want the bios to include family and personal interests? Volunteer positions? Academic degrees? Or just stick to information related to the job. Try to be consistent across bios.

• Photos or not? When I read a website bio before meeting someone in person, I like seeing his or her photo beforehand. But you may disagree. If you include photos, they should be professional--not necessarily a formal head shot but not the kind that teens post on Facebook.

• Proof the bios carefully. For example, if you include academic background, be consistent with how you present the information across multiple bios. (Did they major in Psychology or psychology?)

If you are asking your colleagues for their bios:

• Give them clear guidelines. Outside-of-work information or not, previous jobs before coming to your organization or not? Decide beforehand so you don't waste people's time (and good will).

• Run it past them. It's their lives on public display. Ask for a sign-off is considerate.