How to use LinkedIn - Build a Personal Brand and Company Brand using LinkedIn. Presented By Ralph Meyer at the "Where there Tea, there's hope" event on Thursday the 15th - https://www.eventbrite.co.uk/e/where-theres-tea-theres-hope-registration-63373420607

1. While we get things rolling
Grab your phone!
and type in the following link:
https://www.linkedin.com/sales/ssi

2. Getting the most out of
LinkedIn
Ralph Meyer
Global Senior
Customer
Success
Manager

3. Agenda
Get to know LinkedIn
Your LinkedIn Profile
Your Company Page
Learn new skills & get noticed
Network and community
Close & Questions

4. The Power of LinkedIn
630,000,000+

5. Break the ice.
Hands up if you have a
LinkedIn profile

6. Our Vision.
Create economic
opportunity
for every member of the
global workforce.

7. Our Mission.
Connect the world’s
professionals to make them
more productive and
successful.

8. Competition
We now face one of the
most competitive job
markets in history
Skills
New skills are emerging
and companies expect
you to acquire them
Disruption
Technology is disrupting
entire industries and the
traditional career path
The world of work is changing
You face a complex, fragmented workforce with many pathways

9. Stay informed
through professional and
industry news
Get hired
and build your career
What can LinkedIn do for you?
Three core pillars that our members return to us for
Connect
you to the professional
world

10. 630 Million Members
50 thousand skills listed
30 Million Companies
With 20 million open jobs
90,000 Schools
39 million students and
recent graduates
The Power of LinkedIn
Over two new members join every second

11. Building your Brand
on LinkedIn

12. The Context of LinkedIn
LinkedIn is your Monday morning, not your Friday night

13. It all Starts with
your Story
What is the journey that you
would like your audience to
see?

14. Step 1: Add a
photo
Profiles with a photo
get 21x more profile
views
• You alone
• From shoulders up
• Neutral background
• Professional clothing
LinkedIn member and student: Cornelius McGrath

15. Step 2: Add
your education
• Add your
school/university,
major(s) and degree(s)
• Add academic awards
and honors
• Include your activities,
including student
leadership positions,
clubs, etc.
LinkedIn member and student: Frederick Daso

16. Step 3: Add
your work
experience
Profiles with work
experience are 10x more
likely to get messaged
• List internships, summer
jobs, and part-time jobs
• Add examples of your work
or photos
• Describe what you
accomplished
LinkedIn member and student: Sarah Geyer

17. Step 4: Add
volunteer
experience
Hiring managers value work
and volunteer experiences
• Volunteer experiences
• Accomplishments (courses,
honors, awards, etc.)
• Interests (join relevant
Groups on LinkedIn)
LinkedIn member and student: Brody Hannan

18. Step 5: Add
your skills
Students who add 5 or
more
skills receive up to 17x more
Profile views
• Add relevant skills you’ve
acquired from internships,
volunteer experiences, paid
job experience (technical
and soft skills)
• Consider recommendations
from professors or teachers
LinkedIn member and student: Bo Peter Zhang

19. Step 6: Draft a
summary
Prime real estate for you to
talk about you, what
motivates you, and show
your personality
• Your “elevator pitch”
• Focus on accomplishments
and aspirations
• Keep it short: <100 words
LinkedIn member and student: Jamie Linton

20. What is you Elevator Pitch?
You meet a celebrity and as the
doors close, they greet you and ask you
for an intro….What do you say?

21. Exercise: Profile
SummaryTime: 15 minutes

22. Profile Summary
1. Group up with the person to your left
2. Pitch to them your 40 second ‘elevator
pitch’
3. Get & provide feedback
4. Make a start on creating or editing your
summary
• How would you describe what you do to
someone completely unfamiliar with your
field?
• What do you want to be professionally
known for?
• What can people expect from you?
• What do you love most about what you do?

23. Launch your career:
Network & Community

24. Start by
mapping your
future with the
alumni tool
Find alums who work in
jobs, companies, and cities
that interest you
• #1 way companies recruit is
through employees
referring people they know
Example: https://www.linkedin.com/school/university-of-cambridge/people/

25. Follow
companies
you’re
interested in
Follow companies you are
care about and are
interested in working for on
LinkedIn to get the latest
news and updates
Example: https://www.linkedin.com/company/linkedin/life/

26. Explore jobs
and set your
search
preferences
Create job alerts for
companies you’re interested
in working for
• Remember to customize
your job search settings
at: linkedin.com/jobs
Example: https://www.linkedin.com/jobs/career-interests/

27. Hiring Marketplace
630M Connections
Education
Skills
Open Candidate
Industry
Location Interest
Salary
Job searches
Job views
Content views
Companies followed
Connections at company
Hires
Industry
Company size
Experience
Current employees
Similar companies
Macro labor trends
Alumni
Location
Culture & Values
COMPANYJOB SEEKER
Members
20M
Open Jobs
50K
Skills
90K
Schools

28. Likely to apply
for your role
Ready for
transition
Interested in
Product roles
Open to
new career
opportunities
Passionate about
Healthcare tech
Actively applying
to jobs
Lives in San
Francisco, CA
Software
Engineer
Works at
ACME co.
Deep
member insights
What members say on their
profiles.
(identity)
What their actions and network
say about them.
(inferences made via LinkedIn data standardization
and machine learning)
What actions they take
on LinkedIn.
(includes both affinities & intentions)

29. Understanding hiring
needs
What you say on your
job description.
(structured)
What recruiters prefer.
(inferences made via LinkedIn data standardization
and machine learning)
What we infer based
on successful matches.
(includes both affinities & intentions)
Based in Bay Area
Title:
Software
Engineer
Computer Games/
Software Industry
Inferred years of
experience for this
job: 2-5 years
Inferred education
for job: bachelors or
masters
Required
skills in
bio: Java
and SQL
or willing to relocate within same
country

30. Follow
influencers
Follow LinkedIn Influencers
and thought leaders
• Customize your content
at:
linkedin.com/feed/follow
/
Example: https://www. linkedin.com/feed/follow/

31. Search for content to support your Ideas
or contribute to SlideShare so that others
may benefit from your thoughts
This is a great place to source
information for presentations, Projects
and to find experts in a field
SlideShare

32. Join groups and
build your
network
LinkedIn Groups can expand
your connections beyond
friends and fellow alumni.
You can meet professionals
who share your career
interests and gain insider
knowledge from leading
industry voices.
Example: https://www.linkedin.com/groups/3044917/

33. Company Pages

34. Your Company Page – Let’s create your Story

35. Followers
This is an audience that follow your
business and when you post update this is
how you communicate with them.
What happens if we don’t have any
followers?
It’s important to remember that employees
are automatically followers of their
Company
Page.

36. • Re-share employee posts
• Re-sharing company
mentions
Engage your peopleJoin the conversations
that matter most
• Mobile admin functionality
• Hashtag tracking
• Sharing richer media
(video, docs, PDFs)
Know and grow your
audience
• Content insights &
suggestions
• Refreshed audience &
content analytics
• Customized calls-to-action
LinkedIn Company Pages
Your place in the world’s professional community

37. Companies with completed and active Pages are
more successful at achieving growth objectives
5x
lift in page views
11x
lift in clicks per follower
7x
the average impressions
per follower
2x
Higher Content
Marketing Score

38. Building a Strategy around your objectives
02 Lead Generation
B2B prospects engage
with 7 pieces of
content on average
before making a
purchase decision
Drive higher quality
leads by featuring a
good mix of upper
funnel and lower
funnel content,
including tip sheets,
eBooks and case
studies
03 Thought
Leadership
74% of prospects
choose the company
that was first to help
them along their
buyer’s journey.
Share perspectives on
industry news and
trends, helpful product
how-to’s and articles
that reflect your
company’s vision.
04 Event
Registrations
Your LinkedIn Company
Page is perfect for
promoting upcoming
webinars and events your
company is attending
and/or sponsoring.
Key Event Registration
Metric:
• Event registrants driven
directly from your Company
Page, which you can
measure using tracking
codes on your event
registration URLs.
Build relationships with
your prospects by
getting your brand’s
word out and actively
engaging with and
replying to followers’
comments.
01 Brand Awareness

39. Employee
Advocacy
How can you amplify your message?

40. Employee advocacy
A business’s culture and values are lived
LinkedIn employees sharing our own
Marketing Solutions content increased the
aggregate reach of that content by 15
million over the course of a year.
What’s more, employee-shared content on
average generates double the engagement.

41. Examples: of Content Creation and Advocacy
#Bestbeerjobs#LinkedInLife #Tyrwhittspirit

42. A checklist for success with LinkedIn Company Pages

43. Sourcing Leads

44. Thought Leadership and Events
https://www.linkedin.com/company/social-talent/
Why?To get leads of course!
Lead generations starts with qualifying if a potential client has an
interest In the solution that you have to offer. SocialTalent built a brand
in the recruitment market for specialties in Headhunting
What do they offer:
• Webinars,Video, Courses,Tools, Q&A and Events.
People want to work with them because they are the voice of this
industry.

45. Thought Leadership and Events

46. Hiring Selling
• 1st Impressions matter, get your profiles up to
an “All star Status”
• Show professionalism while still
staying approachable
• Volunteer information and resources for
potential candidates to do additional research
• Responsiveness, engage in discussion and
describe how your business will build on and
individuals career
• Keep a consistent message
• Engage with leads in a non pressured way
• Keep thinking solutions rather product etc..
• Circle back to your leads – Conversations
sometime run dry, reinvigorate them with
invitations, call, events etc.
• Groups: Contribute willingly and become
the voice of the industry
Hiring and Selling
You only have a moment to make an impression

47. Launch your career:
Learn new skills & get
noticed

48. Most in-
demand
hard skills
2019
• Cloud Computing
• Artificial Intelligence
• Analytical Reasoning
• People Management
• UX Design
Source: "The Skills Companies Need Most in 2019,”
LinkedIn, January 2019.

49. Most in-
demand
soft skills
2019
• Creativity
• Persuasion
• Collaboration
• Adaptability
• Time Management
Source: "The Skills Companies Need Most in 2019,”
LinkedIn, January 2019.

50. Equip yourself
with the most
in-demand skills
with LinkedIn
Learning
Build on an existing skill or
learn something new with
11,000+ courses on business
and leadership, creative,
and technology
• Start your 30 day free trial
at linkedin.com/learning
Note: LinkedIn Learning is included in the LinkedIn Premium Career
membership subscription.

51. But how do we get
noticed on
LinkedIn?
Content of course!!!

52. What content to Share?
What to Share
Here are the types of content that are
effective to share on your personal Page
• eBooks, SlideShares, Infographics
and
• YouTube videos
• Blog posts
• Case studies
• Third-party industry articles and
reports
• Helpful how-to content
• Vivid visuals (Visual is the new
headline!)
• Serial, themed posts (For
example,

53. How to Increase Content Engagement – Quality Content
Free visual tools
• Haiku Deck: Killer presos
• Piktochart: A designer’s library, at your
disposal.
What’s that...you want more free
resources?
• Pexel, Pixabay and Unsplash for
sourcing high-quality images
• Pixlr for image editing online
• Wix.com for creating a beautiful
website
• Splashthat for an awesome registration
page

54. While we get things rolling
Grab your phone!
and type in the following link:
https://www.linkedin.com/sales/ssi

55.  Hand up if your Score is Below 50
 Hands up if you score is between 51 and 70
 Hands up if you score is between 71 and 85
 Hands up if you score is above 85!!
Your Social
Selling Index
Score
 Hand up if your Score is
Below 50
 Hands up if you score is
between 51 and 70
 Hands up if you score is
between 71 and 85
 Hands up if you score is
above 85!!
?

56. Network & Community

57. How Many
connections do you
have?
• Hands up if you have less than
30
• Hands up if you have between 30
and 100
• Hands up if you have between 100
& 500
• 500 and over?

58. How does the Network work?
1st Degree
Connections
– 101
members
2nd Degree
Connections
– 80K
members
3rd Degree
Connections – 1.5M
members
It’s based on
the degrees of
separation and
connection

59. How does the Network work?
IT Professionals
Majority of
connections
will be IT
Professionals
A lot of the
Connections will be IT
Professionals
Get a Plan
together to Target
a Specific
audience by
having an idea
with whom you
want to network
with

60. Build your connections via Inmail
and requests
Build your network via getting to
know people in your market from
Events, Posts, dialogue and Groups
Dear Ralph,
I really enjoyed your presentation at
SUGA yesterday, may I connect with you
so that I can learn more from you on
how to network with purpose?
Kind regards

62. Use your network to prospect
and help get your foot in the
door
Ask for referral from connections
that you have in common with
other member. Ask them to
introduce you to the member that
you’d like an opportunity to
network with

63. Connect
Use LinkedIn to connect with
people nearby

64. Connect with your
network in one easy
swift motion
Swift and easy
connections

65. 01 02 03 04
Immediate
Network
Identify People
to Network
with Now
Long Game
Rinse and
Repeat
Review your
immediate Network
and Assess if your
connections are
aligned to your
market.
Connect and begin
dialogue with
you meet in the
to find common
opportunities
Identify People you
want to network with
but need a “In” to
get to speak to
them. Work on
getting referrals or
demonstrable
successes to start a
dialogue with them
Review your
network again in 3-
months time and
reassess the
previous steps..
A
Networking
Journey
Manage your network – sense check it
regularly

66. Questions?

67. Thank you