Create and maintain a high quality Profile for attracting jobs, clients and opportunity in just minutes a day. In this workshop we will examine the basic features of a successful LinkedIn Profile that can attract opportunities to boost your professional profile to enhance your business or career.

1. The next 2 slides will be set to “loop” continuously
while session attendees are arriving,
until the session commences.

2. A few LinkedIn Facts
• Launch date: May 5, 2003 (Ed joined June 9, 2003)
• IPO date: May 19, 2011
• 332 M members (107M in US, ROW = 75% of recent growth)
• 2 new users join every second
• 42 million unique mobile visitors per month, up from 29 million
a year before (45% increase)
• Net revenue Q3’14: $568M, up 45% from Q3 ’13 ($393M)- Why?
• User goal: 3 billion registered users
• Average time a user spends on LinkedIn: 17 minutes per month
• 25 million LinkedIn profiles are viewed every day
• One in three professionals on the planet are on LinkedIn
• You can increase your LinkedIn views 11X just by having a photo
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3. A few LinkedIn Facts (cont’d)
• 41% of users visit LinkedIn via mobile
• Average number of connections on LinkedIn: 930
• Profile views in Q3 2014: 28 billion
• LinkedIn’s percentage of social sharing is only 4%
• 39 million students and recent grads are on LinkedIn
• Member distribution by gender: 56% male, 44% female
• 30,000 long form posts published on LinkedIn each week
• 41% of millionaires use LinkedIn
• 13% of Millennials use LinkedIn (so, where are they?)
• 13% of LinkedIn users don’t have a Facebook account
• 59% of LinkedIn users don’t have a Twitter account
• 26% of LinkedIn users’ session time is on the mobile app
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4. LinkedIn Essentials
for the professional who wants to build and leverage a business network
Ed Alexander
Chief Digital Marketer
presents
January 2015

5. About Ed Alexander, Session Leader
LinkedIn was launched On May 5, 2003; 35 days later, Ed Alexander joined. Since
then, he has been hired twice, interviewed a bunch, started and sold 3 companies,
landed several key customer accounts, built a network and an audience, and is now
building the brand and leading the Social Selling effort for clients of his digital
marketing agency, Fan Foundry.
As Chief Digital Marketer and President of Fan Foundry, Ed and his team modernize
sales and marketing operations for high growth organizations. With a number of
brand, company and product launches, F/G500 growth stories, strategic and IPO
events to their credit, the Fan Foundry team has the essential expertise to transform
organizations into high performing, social enterprises.
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6. What’s the Big Deal?
• What is LinkedIn?
• LinkedIn’s User Base
• LinkedIn Facts and Figures
Essentials
Session Objectives
Profile Components
• Title
• Photo
• Summary
• Experience
• Endorsements
• Recommendations
• Groups
• FollowingAccount Settings
• Free vs. Premium Account
• Privacy andVisibility Getting Found
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PowerTips

7. A: LinkedIn is a niche social network with some unique attributes
• Business-oriented – to build Connections, Customers, Careers
• Contact management system
• Social Network (User Profile Network)
• Apps
Amazon reading list
Blog link (Six Apart, Wordpress, TypePad)
SlideShare (acquired)
• Groups - Q&A section similar to Yahoo! Answers or Quora
Largest ones are employment related
• Business journal
• Search engine
What’s the Big Deal?
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8. How LinkedIn Makes Money
1. Talent Solutions - recruiters and corporations pay for:
• Branded corporate pages
• Pay per click job ads targeted to Linkedin users who match
• Access to LinkedIn database with advanced search
2. Marketing Solutions
• Advertisers pay for pay per click ads
3. Paid User Subscriptions (main revenue channel until 2013)
• LinkedIn Business for business users
• LinkedIn Talent for recruiters
• LinkedIn JobSeeker for job seekers
• LinkedIn Sales and Sales Professional
What’s the Big Deal?
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9. Menu
How LinkedIn Makes Money
What’s the Big Deal?
Source: Wikipedia

10. Fall 2014 stats (Millions)
If LinkedIn were a Country, it would be the 4th largest after China, India and Facebook
World User Stats
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What’s the Big Deal?
Source: Wikipedia

11. What are your goals for this session? What information do you need?
 __Privacy and security
 __Business prospecting
 __Personal brand / Reputation
 __Job search
 __Recruiting
 __Company marketing
 __Starting a Company Page
 __Joining Groups, Learning, Marketing
 __Premium Account - worth it?
 __Posting Updates
 __Other _______________
 __Other _______________
 __Other ________________
Session Objectives
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Portrait of a
LinkedIn User
(2014 edition)

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What’s the Big Deal?
Excerpts from “The Startup of You” (read it!)
(by Reid Hoffman and Ben Casnocha)
The Career Escalator (“single employer track”) is jammed
For the first time since WWII, today’s generation may
NOT do as well as, let alone better than, the previous.
College grads can’t find jobs. Retirement-age people
can’t afford to retire on their 201(k).
The career “ladder” is now more like a jungle gym.
How well you navigate depends on how well you brand
yourself to meet marketplace needs.

13. Account Settings
Free vs. Premium Privacy andVisibility
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Stop squinting.
Click to visit this
LinkedIn Help
page.

14. Settings and Privacy Controls (find them in your Account dashboard)
Account Settings
Free vs. Premium Privacy andVisibility
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especially when editing profile
Go incognito when you recruit,
research competition, or
edit your profile.

15. What can others see?
Your public profile appears when people search for you using a
search engine like Google, Yahoo!, Bing, etc. You can edit your
public profile from the Edit Profile page.
To hide your public profile
• Move your cursor over the word “Profile” at the top of your
Homepage and select “Edit Profile”.
• Click Edit next to the URL under your profile photo. It will be an
address like "www.linkedin.com/in/yourname".
• Click the button next to "Make my public profile visible to no one"
on the right. Your LinkedIn profile won't appear in search engines
and won't be visible to non-LinkedIn members.
Note: If you disable your public profile, it may take several weeks for
it to be removed from search engine results.
Account Settings
Free vs. Premium Privacy andVisibility
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16. Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
We will look at live examples online
Name – First and last
Title / Headline – Defaults to current job title;
customize it with key search terms
Summary – info “about your mission,
accomplishments, and goals.”
Contact Info – Email, phone, IM, address, Twitter
handle and websites.
Experience – Professional positions and experience;
jobs and volunteer work.
Recommendations – a major job hunt asset!
Skills & Endorsements – focus on your real
strengths, so Contacts can Endorse them.
Industry – Choose from drop-down menu
Location – where you work
Education – school names, courses studied
Certifications – job related
Publications – Specifically relevant for marketers,
writers and researchers
Projects – noteworthy projects that would impress
connections or employers
Languages – Bilingual? Can be major asset!
Volunteer Experience & Causes – Organizations you
support, causes you care about, and types of volunteer
opportunities you seek.
Additional Information – If it isn’t professional, keep it
out of this section (ie omit marital status)
Honors & Awards – relevant noteworthy awards
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17. Creative
Title (aka Headline): “Title is Vital”
Be distinctive. A first impressions is lasting, and possibly
the only one. LinkedIn auto-populates it with your current
Title and Company Name. Edit to include 2-3 key terms.
Think like a Search Engine. Use terms that will help you get
found on search results like skills and roles.
Be specific. Avoid self-serving, vague cliches (creative,
seasoned, team player, organized, motivated). People
don’t use those terms when they search. Let
Recommendations do that bragging for you.
Precious Keywords. Include the most relevant 2 or 3. Place
the rest in your Summary and the details of your Profile.
Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Industry

18. Photo
Up to date. Look like you do on a typical day - not a heavily
airbrushed glamour pose, unless you’re a model or actor.
Focus on your face. It should fill at least 50% of the frame,
not be a dot in a landscape. Crop at or near the shoulders.
Omit pets, props, other people. Left shoulder forward.
Brighten up. Smile with your eyes, a welcoming expression,
not a goofy grin or scowl. Face a light source. Backlighting
makes you look sinister.
Dress the part. Wear what you normally wear to work. Swap
a uniform, tux or sweats for "street" clothes. No wedding
gowns, Spring Break candids or selfies.
stats: Profiles with a photo get 11X more views
FBI informant?
Fashion model?
Default imageProfile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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“I don’t
care. You
shouldn’t
either.”

19. Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Summary
Use this space! (40 words or more)
In this most-often viewed part of your Profile, matching
keywords help you appear in searches.
First Person
Not ghost-written, i.e. “Jane is a seasoned executive
with…” Don’t be a pompous a_ _. You wrote it. Speak
that way. Inject some personality.
Terse Verse
Consider the audience and the medium.
Use well constructed logical phrases, but not whole
sentences. Make it “skimmable” to fit the reader’s pace.
is all you have. Make it count.

20. Job History
Show, don’t just tell.
Give specific examples of accomplishments.
You can even upload visuals (pictures, videos,
documents).
Be thorough.
No page limits on the Interwebs. Your Profile is
12X more likely to be viewed if you have multiple
jobs listed in your work history.
Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Volunteer Work
Career related or not, list it. 42% of managers surveyed equate it to formal experience.
Interests
Don’t limit them to career related, if they help you come across as human.

21. Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Education
Increase profile views 10X by completing
this section.
Accuracy counts:
Degree conferred
Conferring Institution
Dates: make it easy for an employer to
verify. In fact, you cannot list a degree
without including the date received.

22. Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Recommendations
Why
Credibility (high value)
Who
Boss, subordinate, client,
colleague, professor, partner
What
Draft it, or at least give guidance
Post / hide
Placement
How
Don't use the default email template
Personalize your request
Provide context (role, relationship, project, org)

23. Endorsements
Why
Credibility (low value)
Who
Any LinkedIn connection
can Endorse you
What
Your top skills (you can re-
sequence them as needed)
How
Post / hide
Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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24. Skills
Choose up to 50 Skills;
anything less puts you at a
disadvantage..
Repeat any key skills already
highlighted elsewhere (title,
summary, etc.)
You can appear in searches
for those specific skills
Don’t be humble! Share all of
your skills and abilities
Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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25. Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Groups – your target audience (gives you permission to reach out, invite, etc.)
Join up to 50 Groups. Select active ones. Anything less puts you at a disadvantage.
Contribute content! Your Likes, Comments and Shares will appear in your Connections’
newsfeeds.

26. Be a Power User
LinkedIn favors 100% complete profiles, so when
LinkedIn adds fields & options ... “up” yours.
Reasons for Getting Found
Social selling
Attract Employers
Attract clients
Recruit talent
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Getting Found
How LinkedIn Works
SEO matters - LinkedIn results appear at the top of Google search results
How LinkedIn's Algorithm Works
Keywords in your Name, Headline, Company Name, Job Title and Skills rank higher in
search results

27. Connections
“ABC” - Always Be Connecting
The more Connections you have, the more
likely you are to appear in searches by
members of your extended network.
Connect mainly to people you know; avoid
the LION, scammer and spammer worlds.
Keyword searches on LinkedIn will bring up
the most relevant results among your
Connections first.
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Getting Found

28. Menu
Getting Found
How much is enough?

29. Menu
Getting Found
Profile Views Analytics

30. Don’t Get Flagged
Don’t abuse LinkedIn’s algorithm by:
Spamming and “link farming” (example: eLink.club)
Misrepresenting your name or work history
Sending inappropriate messages
Temper your comments:
Publicly
via InMail
in Groups
Once LinkedIn flags your profile, you will have a much
harder time finding and connecting with people.
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Getting Found
Ask yourself:
Would you put
this comment
on a resume?
!

31. Engage
Be authentic and visible: use the Like, Comment and Share features wisely
• Like, comment and share content that resonates with your personal “brand”
• Share content that you think your Connections will also value
• Your personal brand isn’t just what you are, it’s also what you do. It’s not spin.
Post your own articles and SlideShare presentations
• Include project work
• Include visual examples
• Re-purpose them on other audience channels, too (Facebook, Twitter, blog)
Snag your unique URL (example: http://linkedin.com/in/edalexander)
• Create a unique QR code for it; add it to your networking business card!
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Getting Found

32. Menu
Job Seeker Account
Profile - complete, current
Resume - Upload one
Contacts – upload; discover common connections with hiring managers
Getting Found

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Get noticed with a Job Seeker Badge
Getting Found
Job Seeker Account

34. Menu
Directly via InMail - Don’t apply; introduce yourself
Have a great Subject line! It’s your first impression
Response rate: +30x than cold calls! Profile attached to message, no spam filter.
Getting Found
Job Seeker Account

35. Menu
Check the “Featured Applicant" box when applying.
Update your profile to ensure that you make a good first impression
Request recommendations from trusted colleagues to highlight your strengths
Getting Found
Job Seeker Account

36. Menu
Open Profile
Use the Account & Settings pages to select the type of
briefcase icon / badge you want to display.
Getting Found
Job Seeker Account

37. Menu
See Who's Interested in You
See "Who's Viewed Your Profile" on your home page.
Getting Found
Job Seeker Account

38. PowerTips
Research!
People and Companies
• Competitors’ departments and
staffing
• Background checks
• Advanced people finder
• Dispute resolution
• Business prospects (it takes 6
contact incidents to tip a prospect
into a buyer)
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39. LinkedIn Means Business
February 2015 Salem Newburyport
Thank you!
Brand Journalism
Company Pages
Talent Acquisition
CRM
Audience Development
ROI and AnalyticsSocial Selling
Next up:
(781) 492-7638 USA East • ed@fanfoundry.com
Linked Resources
Ed Alexander
Chief Digital Marketer
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