This document provides an overview of how to build a professional brand on LinkedIn. It discusses establishing an "All Star" profile with a background photo, headline, experience, skills and connections. It emphasizes growing connections from your education network and using LinkedIn content like publishing articles to engage your network and showcase your expertise. The goal is to position yourself as a thought leader in your industry and increase professional opportunities.

1. How to Build Your Professional Brand on
LinkedIn
Jennifer Urbanski
Government & Consulting Lead | Canada
LinkedIn Marketing Solutions

2. 2
AGENDA
1
LinkedIn
Overview
2
Brand Basics
3
Connections
Matter
4
Graduate to
Content

3. Connect to Opportunity

4. Create economic opportunity for every
member of the global workforce
Our vision
4

6. Connect the world’s professionals
to make them more productive
and successful
Our mission

7. For our Members
The professional profile of
record
Identity
Connect all of the world's
professionals
Networks Knowledge
The definitive professional
publishing platform
SlideShare InfluencersPulseGroups
Data & Insights

8. 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*
32M
467M+
Professionals
join daily

9. Spend Time
Personal Networks
Invest Time
Professional Networks
Info on friends
Info on personal interests
Entertainment
Kill time
Socialise
Maintain professional identity
Make useful contacts
Updates on brands
Knowledge & current affairs
Career info
Source: The Mindset Divide research study, TNS, September 2012
Mindset: Social v Professional Networks

10. LinkedIn elicits trust amongst professional users
Social Network association with “a trustworthy source of professional content”
among frequent/occasional professional users
LinkedIn
71% 40% 31%
Facebook Twitter
Source:LinkedIn/Millward Brown Mindset Divide Study, 2014

11. So, what does this
mean for you?

12. LinkedIn is more than
just a job board.

13. It’s all about the feed

14. 14
This is the key to
unlocking
opportunity
But you can’t be in the feed,
if you don’t have a profile

15. 15
So, let’s get you to “All Star”
profile strength!

16. 16
1. Background photo
2. Professional headshot
3. Title, Industry, 500+ Connections
4. Tiny URL
5. Summary (3 Paragraphs)
6. Work Experience
7. Skills
8. Volunteer Experience & Causes
9. Share, Upload, Publish
Professional Profile

17. 17
OPPORTUNITY
What you
know
Who you
know

18. 18
Connections Matter

19. 19
Start with Your Education Network!

22. 22

23. 23

24. PROFILE DATA
SCHOOL
GRADUATION
GROUPS
A MEMBER’S PROFILE
LOCATION
DEGREE
JOB TITLE
FIELD OF STUDY
COMPANY
SKILLS
NAME
AGE
GROUPS
IP ADDRESS
FUNCTION, SENIORITY
SIZE, INDUSTRY
SKILLS
University of Toronto
Class of 2011 = 29 years old
CMA, LEWIS, Social Tools
Toronto, ON, Canada
Bachelor of Science
Sr. Marketing Manager = Marketing Function + Sr. IC Seniority
Communications
Simply Measured, 51-200, Industry
SEO, Social Media, Digital Marketing, Blogging
Danie Smith

25. 25
Research Companies
• Company information
• How You’re Connected
• Employees and Followers
• Updates & Industry News
• Similar companies viewed

26. 26

27. 27
So now you’ve got the
basics down…

28. 28
Graduate to Content

29. More engagement
with content vs. jobs
7x
Content
Jobs
29

30. Content can change your life

31. 1
Engage with content
in the newsfeed to
stay top of mind with
your network
2
Your activity showcases
your interests and skill-
set
3
Measure your
progress through your
own data and
analytics
LIVE DEMO
Let’s cover…

32. Now it’s YOUR turn….
The professional profile of
record
Identity
Connect all of the world's
professionals
Networks Knowledge
The definitive professional
publishing platform
SlideShare InfluencersPulseGroups
Data & Insights

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