Use #SocialSelling to Get That Job

Use
#SocialSelling to
Get That Job
Social Media Performance Group
Mike Ellsworth
Ken Morris
Robbie Johnson

About ME
• LinkedIn user since June 16, 2003, 6 weeks after it
debuted (member number 8893)
• Networking online since the 80s
• 15 years at Nielsen Co.
• 6 years as IT strategy consultant
• 10 years at State of Minnesota
– Program Director of CareerOneStop
– But here as a citizen and
entrepreneur
Copyright © 2017, Social Media Performance Group, Inc. All Rights Reserved

• BTW
• FWIW
• FYI
• IMHO
• LOL
• ROFL...CGU
• BFF
• TTYL
Test Your Acronym Knowledge

• BTW
• FWIW
• FYI
• IMHO
• LOL
• ROFL...CGU
• BFF
• TTYL
Bring the Wheelchair
Forgot Where I Was
Found Your Insulin
Is My Hearing-Aid On?
Living on Lipitor
Rolling on the Floor Laughing ... Can't
get Up!
Best Friend Fell
Talk to You Louder
Test Your Acronym Knowledge
- Boomer Edition

Agenda
• Job Seeking Trends
• Selling Yourself
• Search for Companies & Contacts
• Join Groups
• Tweet Regularly
• Triangulate with Facebook
• Become Findable
• Create Relationships
• Draw Them Closer
• Ask for Help
• Prepare for the Interview

Job Seeking Trends
• Resume
– Create a branding statement
– Use bullets
– Keep descriptions short
– Focus on what you can do, not what you did
– Use keywords – a robot will read it first
– Include quotes from references
– Include credentials (certifications, licenses)
careeronestop.org/Resourcesfor/credentialseeker/credential
-seeker.aspx

Personal Branding Statement
• COMMUNITY AFFAIRS MANAGER with 10
years of experience visualizing, developing,
and organizing company wide philanthropic
events, maintaining connections with
hundreds of nonprofit organizations,
coordinating diverse employee volunteer
opportunities, and creating dynamic external
and internal event communications.

Personal Branding Statement
1. What are you most passionate* about? What do
you care deeply about?
2. What are your top 3 or 4 personal attributes – the
things that define how you make things happen?
3. What are your 3 or 4 greatest strengths or top
motivated skills (things you love doing) that have
benefitted your companies/employers?
4. What differentiates you from your competition for
your next job? What do you have to offer that no
one else does?

Job Seeking Trends
• Cover Letter
– Not obsolete, but may be
read by a robot
– Keywords
– Customize
– Describe the benefit you
will deliver, not how great you are

Job Seeking Trends
• LinkedIn is very important for more and more jobs
– Many employers let you use LinkedIn profile to apply
• LinkedIn goal: connect the world’s workers
• Headlines are crucial
– Must reflect your brand
• Body must have examples that support your brand
• Listing a current position is critical to getting found
• Include a call to action
• A personal website or blog can boost your brand

Online Goals
• Top Goals for Online Networking
– Create a community of contacts who can recommend you
and connect you
– Conduct research on employers
– Expand your job search to new markets
– Create a higher profile and
build your personal brand

You are part of a marketplace.
You need to stand out

Think of Yourself as a Brand

Think of Yourself as a Brand
• Do you buy a product by just looking at the wrapper?
• Your resume is your wrapper
• Your employee goodness – skills, drive, motivation –
is on the inside
• Get the inside out

Build Your Brand
• Create a tagline
– Digital Swiss Army Knife
• Create a LinkedIn professional headline
– Not: Sales at ABC Corporation
– Sales and Revenue Growth in
Cloud-Enabled Technology
Solutions
– Even get a logo
– Fiverr - $5+ for a logo
• Develop keywords

Social Selling
• A concept that emphasizes engagement
• Create relationships
• Give before you get
• Become the only answer
• Develop a community of people who
can recommend and endorse you

Selling Yourself
• Think of yourself as a product
• Create a marketing plan
• Create a sales plan
• Curate your brand

You as the Product
• You have features
– Skills
– Talent
– Experience
• You are in a marketplace
– Who are your competitors?
– What’s your unique selling proposition?
• You need to market your brand
– Resume, cover letter
– Social media

Basics of Social Selling
• Understand the talent acquisition process

• First step: establish your reputation online

• Always be connecting – let everyone know you’re looking

• Curate content – send interesting things to contacts

• Listen on social, not just job boards, not just LinkedIn

• Track how you’re doing

• Track how you’re doing
– Number of 1st degree connections
– Number of Target Companies Followed
– Number of 1st degree connections in Target Companies
– Number of local professional groups joined
– Number of updates per week
– Number of connections to recruiters
– Number of Inbound Requests to Connect (number up?
You’re getting attention)
– Number of Profile Searches
– Number of Profile Views

Why Use LinkedIn?
• It’s a professional social networking site . .
• For professionals
• 500 million of them
• 138 million in US

Who is On LinkedIn?
Recruiters!

Who is On LinkedIn?
• 450,000+ Companies
Employers!

Who is On LinkedIn?
• 6.5M Jobs!
Jobs!

Recruiting Goes Social
• Social recruiting is now the norm—92% of recruiters
use social to support their recruiting
• 89% of all recruiters report having hired someone
through LinkedIn

To Do on LinkedIn
• Ensure Your Personal Profile is Complete
• Search for Employers, Partners, Referrers
• Build Your Network
• Join Groups

Your LinkedIn Profile
• Pay attention to your professional headline
• Consider adding keywords to your job title
• Use your summary for additional keyword content
• Add projects and other extra sections on LinkedIn
• Continue collecting endorsements

DAY ONE CHECKLIST
Update your LinkedIn Profile and resume
Make sure your profile has a professional-looking photo, compelling summary,
and job descriptions that highlight your achievements
Setup saved job alerts
Create one or more searches in the Jobs tab on your home page, then save
them. You can select daily or weekly email alerts when new jobs that meet your
criteria are posted
Setup time to talk about your search
Discuss your job search with a trusted close friend or family member—someone
who will give you an honest assessment and good advice
Make a list of the skills you want to develop
What can you add to your skillset to make your next role more than “just a job?”
Expert Tip:
Uploading your connections to LinkedIn or the LinkedIn Job Search app will allow
you to easily see who you know at companies that you are interested in.

YOU’RE UNEMPLOYED
YOU’RE UNDERQUALIFIED
YOU’RE SHY
• If you’re getting passed over for jobs that are in your wheelhouse,
you may be shooting too low. Start applying for more senior
positions. Of course, do the opposite if you’ve been aiming high.
• Highlight recent accomplishments rather than years of experience.
• Customize your qualifications, listing them in the same fashion
and order as the employer.
• When reaching out to LinkedIn connections for feedback or help,
imagine how you would feel if the tables were turned. You would
help out, and they will too.
• Make sure your resume is rock solid. More often than not,
correcting simple mistakes on a resume will do wonders for
your search.
• Be willing to freelance or work part-time. Getting your foot
in the door might result in a full-time job.
• Use LinkedIn Company Pages and LinkedIn Pulse to read
up on topics you may discuss. Acing your preparation can
really help with your confidence.
• Practice, practice, practice. If a phone call to a connection or
employer is going to be difficult, iron out potential rough
spots in advance by rehearsing with a job search buddy.
• Demonstrate how your skills and experience can solve key
business problems.
Common Job Search Problems

Search Companies

Searching for Prospects on LinkedIn
• Works fine, is powerful
• Limits you to 100 search results

Searching for Prospects on LinkedIn

Three Degrees of LinkedIn
3rd
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1st
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1st
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2nd
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Peter Winer Chris Brogan Guy Kawasaki

Power Tool: Richter Power Search

Use #SocialSelling to Get That Job

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