Recommendations on professional branding through LinkedIn. Tips on creating a strong profile and actions to build and maintain a strong presence.

1. S
LinkedIn
Building a Strong Employer
Brand Through the Employee’s
Stories

2. What is LinkedIn?
S Started in 2003 LinkedIn is a social media site that connects professionals with
over 300 million members globally. Ten (10) million members in Canada.
S Originally started a profile derived from a resume and has since evolved into a
powerful interactive media tool for professional branding.
S LinkedIn’s Mission: Our mission is simple: connect the world's professionals to
make them more productive and successful. When you join LinkedIn, you get
access to people, jobs, news, updates, and insights that help you be great at
what you do.
S LinkedIn is available through multiple devices including iOS, Android. Recently
launched LinkedIn Recruiter and Pulse Apps.

3. Why LinkedIn?
Q: Why am I encouraging my staff to go on LinkedIn? Won’t this make it
easier for companies to steal my best employees?
A: Yes, your best and brightest will be approached more and enticed to
leave you. However, if a Recruiter wants to headhunt your employees
they don’t need LinkedIn to do it. Engaged employees who are engaged
and compensated fairly in the market are more likes to stay with you.
Employees are our post powerful and effective brand ambassadors. Nice
buildings, new gadgets, and fancy titles are not what attract and retain
employees. Who they work with and for is one of the key factors to the
potential job applicant when considering making a change.

4. Why LinkedIn?
S Transparency on who works for Public Sector
Organizations
S Increases communication with the professional
community
S Potential top job applicants can preview manager and
team prior to applying
S Control your content and brand image.
S Social Media presence is an expectation of the new
workforce.

5. Getting Started on LinkedIn
S Profile Picture, Professional Headline, and Vanity URL
S Summary and Employment History
S Employment History and Recommendations
S Volunteer Experience & Causes
S Top Skills
S Education
S Interests

6. LinkedIn - Profile Pic &
Professional Headline
S Profile Picture Current and Professional
S Full Name and Professional Designation
S Professional Headline is Reflective and Concise
S Use a vanity URL

7. LinkedIn - Professional
Summary
 Never Leave Blank
 Use a Professional Branding Statement
 Be Concise
 Focus on Areas of Specialty
 Use Key Words
 Tell a Story
 Be Truthful and Reflective of Who You Are and What You Do

8. LinkedIn - Experience Section
 This is NOT a resume.
 Link job to company
 Use accepted job title. Check with you manager if ok to use. (e.g. Clerk 3 = Engineering Administrative
Assistant)
 Describe you are and what you do.
 Focus on achievements
 Incorporate Key Words
 Showcase work you have done (e.g. presentation, videos, links)
 Make and Seek Recommendations

9. LinkedIn – Profile Information
S Endorsements – Indicate your knowledge, skills and
abilities and others can endorse you for them. (e.g.
Benefits, Project Management, Labour Relations)
S Education – Include all relevant educational information
including courses or programs you are current pursuing
S Causes, Interests, Volunteer Efforts etc…

10. What is a
Professional
Brand?
Expertis
e
Leadershi
p and
Vision
Professional
Brand
Values Accomplishments
A Professional Brand is what
you want to be known for and
separates you from others in
your industry/profession.
A well developed
professional brand can lead
to:
 Career Opportunities
(Internal and External)
 Industry Recognition
 Value to Customers

11. LinkedIn Professional
Branding
DOs
S Link LinkedIn Profile to Twitter Account
S Become a Micro-Publisher
S Join LinkedIn Professional Groups and Participate
in Discussions
S Make and Request Recommendations
S “Like” connections LinkedIn Updates
S Be Sincere
S Showcase Your Work with Presentations, Links,
Websites
S Get out there! Increase your Connections
DON’Ts
S Stretch the Truth
S Endorse People You’ve Never Met or Worked With
S Make Non-Professional Updates (e.g. Cat Videos)
S Make Comments that Go Counter to the
Organization’s Values or Position. When in doubt,
leave it out.

12. Closing
S Define Your Professional Brand
S Build and Complete Profile on LinkedIn
S Make Connections
S Pay it Forward: Make Recommendations and
Endorsements, Like Status Updates, and Share Jobs
S Keep Active on LinkedIn. Slow and Steady Wins the
Race!

13. Professional Branding
Resources
S What Is a Professional Branding Statement?
S The Undercover Recruiter – LinkedIn
S Creating A Killer LinkedIn Profile: Tips From Link Humans
S A Picture is Worth a Thousand Words, Make Your LinkedIn
Profile Shine
S Five Simple Ways to Boost Your Professional Brand On
LinkedIn