Here is how to achieve this:
Section~\ref{ls:recom} deals with recommendations...
< intervening text>
\subsection{Recommendations\protect\label{ls:recom}}
This section presents\ldots
The character `~' is here used to prevent the reference indication from
being separated from `Section' by too much space: it is a `tie'.
The argument to \ref and to \label can be arbitrary text
within LaTeX constraints. You may have more than one \ref with
the same argument. You should adopt a systematic approach to the
composition of unique cross-reference arguments, and avoid simple
structures such as `ex:1' as these may cause problems should someone else
use this too in another document.... A good approach is to prefix
each label with a short acronym for the document. Labels should however not be
overlong as this causes memory problems in conversion to HTML:
\label{ls:tnoun} is a useful label form and length (`ls' for this
present document -- ``Layout and Style Guide''), whereas \label{styledoc:nountables} is not so useful for our purposes.
Note that when labelling a sectioning command for cross-reference, the
label must go inside the braces of the sectioning command itself, and be
prefixed by the command \protect. This will cause warning messages
to appear concerning multiply-defined labels. This is unproblematic and
can be ignored (unless you happen to have really used, in error, the
same name for a label to label two different locations in your document).