#CareerGravity teaches you how to create an engaging, disruptive and effective digital footprint that takes your career to the next level. We show you how to use surprisingly free and low-cost tools at the tactical level to create an explosive online presence, one that generates a gravitational pull with the power to expand your professional network and attract new opportunities.

1. Don’t
hold
ques�ons
un�l
end
–
interac�ve
How
many
sales/marke�ng?
How
many
business
owners?
1

2. 2

3. In
his
book
Linchpin,
Seth
Godin
describes
what
he
views
as
a
completely
new
workplace
paradigm.
When
we
transi�oned
from
an
agrarian
economy
to
an
industrial
one
back
in
the
early
20th
century,
many
of
our
ins�tu�ons
were
developed
in
order
to
fill
America’s
factories
with
efficient
workers.
He
calls
these
workers
“cogs”:
They
show
up
on
�me,
do
as
they’re
told,
follow
a
script,
don’t
speak
up
and
get
paid
an
honest
wage
for
an
honest
day’s
work.
Unfortunately,
they
also
get
replaced.
3

4. This
model
worked
well
for
over
a
hundred
years,
but
as
we
transi�on
from
an
industrial
economy
to
an
informa�on
economy
a
different
type
of
employee
is
required.
These,
Godin
calls
“linchpins.”
A
linchpin
doesn’t
need
a
map
because
they
blaze
their
own
trail.
They
create
art,
which
means
doing
their
job
in
a
way
such
that
it
is
a
gi�
to
those
around
them.
They
defeat
the
lizard
brain
(which
is
constantly
telling
us
to
conform
and
not
be
different).
And
finally,
a
Linchpin
ships
(i.e.
delivers).
Instead
of
being
replaceable,
linchpins
are
indispensable.
And
today
is
a
great
�me
to
be
a
linchpin.
Why?
For
that
answer,
let’s
look
to
an
obscure
publica�on
from
1968.
4

5. The
Whole
Earth
Catalog
was
founded
by
Stewart
Brand
and
published
between
1968
and
1972.
It
combined
dedica�on
to
the
six�es
counter-­‐culture
with
a
love
of
technology
and
a
belief
that
“the
most
empowering
tool
of
the
century”
was
the
personal
computer.
The
back
cover
of
the
final
issue
is
where
Steve
Jobs
read
the
quote,
“Stay
hungry.
Stay
foolish.”
It
inspired
him
to
embark
on
a
quest
to
fuse
humanity
and
technology.
Today,
combining
the
PC
(or
Mac)
with
the
Internet
has
fulfilled
this
prophecy
and
gives
us
all
access
to
tools
for
personal
empowerment.
Brand
published
this
catalog
because,
in
his
words:
A
realm
of
in�mate,
personal
power
is
developing
–
power
of
the
individual
to
conduct
his
own
educa�on,
find
his
own
inspira�on,
shape
his
own
environment,
and
share
his
adventure
with
whoever
is
interested.
Today’s
Internet
finally
gives
us
that
personal
power
predicted
so
long
ago.
We
are
all
fully
empowered
by
free
and
low-­‐cost
Web
2.0
tools
to
take
greater
control
over
our
own
des�nies,
conduct
our
own
educa�ons
and
shape
our
environment.
Career
Gravity
is
all
about
using
that
power
to
give
your
career
some
weight.
5

6. Each
year,
so�ware
company
Jobvite
posts
an
annual
social
recrui�ng
survey.
They
ask
employers
how
they
plan
to
use
social
media
for
talent
recruitment.
Here
are
a
few
interes�ng
data
points:
89%
of
employers
said
they
did
or
would
be
using
social
media
for
recrui�ng
talent:
6

7. 7

8. There
you
have
it.
Nearly
nine
out
of
every
ten
employers
are
looking
to
social
media
to
find
employees
and
almost
three-­‐quarters
of
them
will
search
for
your
online
profile
before
you
come
in
for
an
interview.
What
will
they
find?
8

9. In
this
new
world
of
linchpins
and
social
recrui�ng,
having
a
strong
online
presence
is
not
op�onal.
#CareerGravity
is
a
process
that
results
in
an
online
footprint
that
is
large,
permanent
and
disrup�ve.
#CareerGravity
allows
you
to
be
found
by
people
looking
for
your
skills
and
to
develop
a
strong
online
network
that
supports
and
enhances
your
career.
Crea�ng
a
gravita�onal
field
for
your
career
involves
three
steps:
9

10. Build
a
home
base.
By
registering
your
own
domain
name
and
building
a
personal
website,
you
have
an
online
“home
base”
where
you
can
build
and
expand
your
digital
assets.
Establish
outposts.
Social
media
sites
and
search
engines
act
as
outposts
where
you
can
engage
with
other
professionals
and
drive
traffic
back
to
your
home
base.
Measure
and
improve.
It’s
important
to
monitor
the
size
and
effec�veness
of
your
footprint
so
that
you
can
constantly
strengthen
your
career's
gravita�onal
field.
10

11. 11

12. 12

13. 13

14. 14

15. Point
out
differences
b/t
Wordpress-­‐direct
hos�ng
vs.
HostGator
hos�ng.
Wordpress
more
expensive
and
less
flexibility
–
fewer
plug-­‐ins,
too.
15

16. 16

17. Devote
areas
of
your
website
to
images,
head
shots,
videos….
Discuss
the
importance
of
the
profile
shot
on
FB,
etc.
–
professional
17

18. 18

19. 19

20. 20

21. Pay
a�en�on
to
the
ways
that
you’re
drawing
people
in
further,
a�er
you’ve
drawn
them
in
ini�ally.
Conversion
pages
(i.e.,
landing
pages)
are
important
–
headline
that
speaks
about
what
you
can
do
for
someone
–
what’s
in
it
for
THEM
+
have
tes�monial
Think
about
SELLING
yourself.
Think
ad
copy,
in
a
way
–
this
is
where
you’re
a
li�le
less
resume,
a
li�le
more
adver�ser
(of
yourself)
Be
available
via
as
many
channels
as
possible
–
let
them
contact
you
the
way
THEY
want,
not
just
the
way
you
prefer.
Tells
you
how
effec�ve
your
value
proposi�on
is…fine
tune,
tailor,
etc.
21

22. Landing
page
also
helps
you
to
monitor
the
effec�veness
of
your
traffic-­‐drawing
efforts.
Three
things
you
can
learn
from
analy�cs:
1) Where’s
traffic
coming
from—e.g.,
LinkedIn,
etc.
2) Where
are
ppl
spending
their
�me?
You
can
actually
spy
on
ppl—what’s
resona�ng…because
each
page
is
dedicated
to
a
diff
area
of
exper�se
3) What
search
keywords
are
bringing
ppl
to
your
page…do
these
jive
with
what
you
thought
they’d
be?
Are
they
what
you
want
them
to
be?
1) 40
percent
of
all
Google
searches
have
never
been
performed
before—
brand
new,
for
the
first
�me
ever
searched,
says
Google.
22

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