1.
Creating Your Online
Personal Brand
Aaron J. Moore, Ph.D.
@moore_aj January 12, 2015

2.
Who is this guy?
 Associate Professor of Public Relations
 Director of Rider University’s Department of
Communication and Journalism Internship Program
 Areas of expertise: Public Relations, Social Media,
Sports Media
 https://www.linkedin.com/in/aaronmoore

3.
Getting started
 How many people are on/active with the first wave of
social media?
 Facebook
 Twitter
 LinkedIn
 How many people are on/active with the next wave of
social media?
 Instagram
 Tumblr
 Vine

4.
Expectations of social media
usage
 Don’t look at social media as anything different than
“Communication”
 Consumers expect businesses, products and service providers to
have social media presence
 Expectation that whoever you meet, you can look at “their life” via a
multitude of social media platforms
 Every job you apply for, someone is investigating your online
presence

5.
Branding and Image Crafting
 Two key components for branding
 Recognition
 Differentiation
 Image Crafting
 Using social media to tell your own story
 Nothing new, fundamentals of public relations
 First step in creating online personal brand --- How do you want
[others] to see you?
 Expertise
 Skill set
 Experience
 Language skills
 Humor

6.
Developing your LinkedIn
profile: First Steps
 Separate Church and State
 This is your resume
 Headline – No more than 150 words
 Focus on Summary and Experience sections – key points
(1,000 word max)
 Include links to your work, social media
 The demise of the cover letter
 Skills, Recommendations and Endorsements

7.
Generating interest in your
LinkedIn profile
 Create your profile
 Stay congruent with other social media platforms
 Image Crafting – how do you want others to “see” you
 LinkedIn account on Email signature, social media profiles
 Personalize Connection & Recommendation requests
 Stay Linked and In touch with contacts
 Keep it professional at all times
 Use Facebook to go down memory lane with your Junior Prom date
 Not the platform to show pics of your lunch
 Respond in timely manner to any messages
 Keep your Contact List open to Connections
 Connect your Connections
 Join Discussion Groups

8.
The power of visual storytelling

9.
Message someone you are not
connected with

10.
What to avoid on LinkedIn
 The Hard Sell
 Over posting (20 posts a month is a threshold)
 Negativity in posts and in discussions
 Not completing entire profile (limits you in searches)
 Grovel for Likes or Followers on other social media
platforms
 “I see you viewed my profile…” messages

11.
Rider University alumni doing
LinkedIn correctly

12.
Developing LinkedIn profile:
One step further
 Stay active and keep contact info current
 Network, connect with people in targeted businesses/jobs
 Post relevant articles, stay in the “public eye”
 Create compelling content
 Infographics, Memes, etc. that can be shared
 What can you do to help others ?
 Connect to your blog
 Import RSS feed
 Create Events/Meetups
 http://www.meetup.com/

13.
Best times and days to post on
LinkedIn
 Time
 Best: Lunch time, early morning (7:00-8:30 a.m.), early
evening (5:00-6:00 p.m.)
 Worst: Late night, over night, during conventional
business hours (outside of midday)
 Day
 Best: Midweek (Tuesday to Thursday)
 Worst: Fridays and Weekends
 Track your busy times – When are connections
posting comments or responding back to you?

14.
Rider University alumni
providing feedback about
LinkedIn
Alisha Miranda
 Keep your LinkedIn as robust as possible, and give it
a refresh 1x a quarter. I like to incorporate as much
portfolio material as possible to show the wide range
of work I've completed every year. A good way to think
of your LinkedIn profile is to treat it like a search
engine, so use content that will grab attention from
recruiters and hiring managers. It worked for me!

15.
Rider University alumni
providing Feedback about
LinkedIn
Kevin Lawton
 I got my current job through Linkedin. Stay diligent in the
follow up and try to connect with recruiters from that
company through messaging after application and make
them a Linkedin connection for future opportunities. Also,
important to look at the company’s careers’ page outside of
Linkedin as sometimes the postings differ. I also tried to find
some of the people I would be working with to see if their
page could give me any further insight into the
job/department.

16.
Rider University alumni
providing feedback about
LinkedIn
Kimberly Quevedo
 I keep my profile up to date and include as many
portfolio pieces as possible and, because of this, was
contacted by employers looking for candidates. It also
helped when I applied for jobs and used my Linkedin
profile as a learn-more tool — a recruiter that would
have passed up my resume saw my extended
information here and contacted me for an interview.

17.
Rider University alumni
providing feedback about
LinkedIn
Adam D’Aleo
 When you start looking for a new job, reach out to your connections via
direct message alerting them that you are on the hunt. On this same
note, be sure to stay in touch with connections randomly from time to
time (like right now :) ) to keep relationships alive for the times when
you're in need of a favor.
 - Before and after an interview use LinkedIn to connect with anyone you
met at the company. Don't resist looking at their profiles more than once
in fear that they will see that you're looking. Notifications that you've
looked at someone’s profile can be flattering to them and continue to
raise awareness of your name as a candidate. *Personally, I think
LinkedIn is all about swallowing your pride and putting yourself out
there.

18.
Rider University alumni
providing feedback about
LinkedIn
 LinkedIn Sales Navigator is definitely worth the $50
per month. People actually respond to messages!

19.
Rider University alumni
providing feedback about
LinkedIn

20.
Personal Branding through
content
 Social media allows a person to tell his/her story,
an e-portfolio supports the case.

21.
What is an E-Portfolio
 Any online platform that allows a person to display
his/her work
 Examples include website, blog or online resume
 Academic E-portfolios contain academic work and
progress

22.
Creating E-Portfolios
 Select a platform
 Pathbrite, YouTube, Blogger, Instagram, Weebly,
WordPress, Tumblr
 Identify purpose and audience for E-portfolio
 E-portfolio uses
 Art/Design
 Video
 Writing
 Teaching/Education
 Sales
 Professional accomplishments

23.
What to include in an E-
Portfolio
 Summary of career goals
 Professional mission statement
 Traditional resumes
 Lists of skills and marketable qualities
 Work experience
 Letters of recommendation and references

24.
Fine Tuning your E-Portfolio
 Create different sections/links for subject areas such
as experience, education, relevant work, contact
information, references
 Avoid loud, bright colors and obscure fonts
 If it’s a creative e-portfolio then make it creative
 Use pictures but limit them and not personal ones
 Remember Image Crafting
 Uze spill checck

25.
Rider University Alumni E-
Portfolios
 http://ginamguarino.wix.com/ginag

26.
Rider University alumni E-
Portfolios
 http://alishainthebiz.tumblr.com/

27.
Thank you