1. WORKSHOP: CREATE A STELLAR LINKEDIN PROFILE
!
SAN FRANCISCO, CA
3/9/15
presented by Robin Frank
2. Yours Truly
Social Media
!
I work with
companies large and
small to help them
build and tune-up
an engaging online
presence.
!
Iām known as a
dynamic speaker
and speak regularly
at national
conferences,
companies, and
events.
Personal Branding
!
I help individuals in
many fields create
powerful personal
brands.
!
My personal branding
strategy is featured in
the recent book
āDigital Marketingā
written by Larry Weber
and endorsed by Reid
Hoffman (Chairman,
Founder/LinkedIn) and
John Donahoe (CEO/
eBay).
Reboot Camp
!
Innovative program to
help Moms confidently
re-enter the workforce
after a break.
!
Six inspiring and
pragmatic sessions
cover topics from
networking and
interview skills to social
media and personal
branding, plus two
hours of one-on-one
coaching.
Mom
!
Twin 8 Yr old boys
!
Live in Mill Valley
3. Todayās
Workshop
ā¢ LinkedIn - compelling
numbers
ā¢ Profile Creating/Updating
ā¢ Best practices -
organizating, SEO, & more
ā¢ Networking using LinkedIn
8. Itās a No-Brainer
ā¢ Update your profile
ā« Keeps you top of mind
with your friends and
connections
ā« Particularly if you post
updates as well
ā« Most people have no
idea on what they are
missing out on
8
9. Customize Your Profile URL
ā¢ While on your LinkedIn profile page, your URL has some strange
characters and looks funny - this is not the URL you want to share
ā¢ Click the Edit icon next to the URL link under your profile photo
ā¢ First come/first serve
ā¢ Use it below your email signature, blog, business card, etc.
9
10. Use a Good Image
ā¢ Your photo sends a strong
message of who you are
ā¢ Use a head shot with a clean
background, a smile and a
clear view of your eyes
ā¢ Best photo is a smiling face
and a little bit of your
shoulders
ā¢ Make sure it isnāt blurry, or
grainy
10
13. Optimize Your Headline
ā¢ Most people only look at your picture and headline
ā¢ Craft a compelling headline, even if you are not employed
13
14. Your Headline = Search Keywords
ā¢ You have 120 characters to play with ā maximize it
ā« Keywords used by ideal clients to search for what you offer
ā« Look at others in your industry
ā« Use Google Adwords Keyword Planner
ā« 3 keywords that represent your job history and ideal job
ā« Use "Show examplesā
14
17. Whoās Viewed My Profile?
ā« Watch āWhoās viewed my profileā to see if changes have
an impact on views
17
18. Skills/expertise
ā¢ Others endorse you for skills - and it shows up below your
work experience on your profile Ā
ā¢ You can add, remove,and reorganize skills
18
20. Your LinkedIn Summary
ā¢ Similar to an Objective on a
resume
ā¢ NEVER be dry and dull
ā« Itās a first impression
ā« Project some personality
ā¢ Reflect your professional brand
ā« Why you got into your
industry
ā« What you love about it/why
you do what you do!
ā« What kind of professional
you are
ā¢ Beware of buzzwords
ā« Banish the beige word speak
20
21. Beef Up Your Summary Section
ā¢ Contact info first (or easy
to find)
ā¢ Use first tense - I wasā¦.
ā¢ 3-5 paragraphs - bullets in
the middle
ā¢ Walk through your work
passions, key skills,
unique qualifications, and
industries
21
22. Have a Clear Call to Action
ā¢ Tell your reader what to
do once theyāve
finished reading your
summary
!
ā¢ Tell them how to reach
you!
22
To learn more about my dog grooming services,!
ā¢ Visit http//www.robeensdoggrooming.com!
ā¢ Email me at robeen@robeensdoggrooming.com!
ā¢ Call me at 1-800-345-DOGS
23. Be Found to Be Hired
23
ā¢ Keywords for job search
ā« Used on LinkedIn (by recruiters/
employers
ā« Used to describe job or job
skills
ā¢ Develop your keywords ā look at
specific words in descriptions of
jobs you want!
ā¢ Top categories
ā¢ Job titles, skills, tools/software,
certifications, education,
employer categories,
professional/technical acronyms
or industry insider terms, etc.
24. Storytelling For Your Audience
ā¢ Write for the desired
audience
ā« Craft the tone/content
accordingly
ā« Communicate job-seeking
interest, if seeking a job
ā¢ Tell an ENGAGING story
ā« Lure the reader in/sell
yourself!
ā« Conversational, fun, lively
ā¢ Achievements, not tasks
24
30. Summary Section Template
ā¢ What you do - what problem do you solve and
how?
ā¢ How you are different?
ā¢ Why you do what you do?
ā¢ Personal brand, your passion
ā¢ How did you get where you are today?
ā¢ Explain concisely in a way that makes you look
interesting and motivated.
ā¢ What do others say - credibility Ā
ā¢ End with a call to action
30
32. Complete Experiences, Keyword-Rich
ā¢ A POWERFUL profile
includes past
experiences
ā¢ Highly sensitive to
SEO
ā¢ Include keywords
people are using to
find someone like you
ā¢ Ensure YOU WILL BE
FOUND
32
33. Keywords for 2015
OUT
ā¢ Results-driven
ā¢ Hardworking
ā¢ Innovative
ā¢ Exceptional
ā¢ Good communication skills
ā¢ Effective
ā¢ Outstanding
ā¢ Highly motivated
ā¢ Effectual leader
ā¢ Has talent for
ā¢ Go-to person
ā¢ Team player
ā¢ Strategic thinker
ā¢ Think outside of the box
33
!
IN
ā¢ Improved
ā¢ Achieved
ā¢ Managed
ā¢ Trained/mentored
ā¢ Resolved
ā¢ Created
ā¢ Increased/decreased
ā¢ Volunteered
ā¢ Influenced
ā¢ Under budget
ā¢ Won
ā¢ Ideas
ā¢ Launched
ā¢ Negotiated
ā¢ Revenue/profits
34. Effective Phrases - Suggestions/Ideas
ā¢ Acquired five new clients
ā¢ Started a new procedure to cut
costs
ā¢ Created a new orientation
program for employees
ā¢ Ranked number-one in sales in
my department
ā¢ Negotiated new contract for
department successfully
ā¢ Increased sales productivity by
15 percent
ā¢ Was named employee of the year
ā¢ Created a new incentive program
for employees
34
35. Donāt Just Say It, Display It
!
ā¢ PortfolioĀ feature - you can add photos, videos, documents, linked articles
with images, screenshots, audio recordings, and SlideShare presentations
ā¢ Highlight work samples, client work, launches, special projects, press, and
tweets from speaking engagements.
ā¢ Not many are using this yet
35
36. 90% of information transmitted to the brain is visual,
and visuals are processed 60,000X faster in the brain
than text
38. Volunteering Can Be Just as Powerful as
Work Experience
ā¢ Include organizations support and projects you have worked on
as well
38
39. Organizing & Moving Sections
ā¢ DEMO
ā¢ Can move larger sections like Experience, Volunteer, Skills,
etc.
ā¢ When in edit mode, simply hover your mouse over the
double-sided arrow next to the Edit link for each section.
ā¢ Your mouse will turn into a four-arrowed icon, at which
point you can click, then drag and drop to another
position on your profile.
ā¢ Within a section - can rearrange current positions - that is
all
39
40. Projects
ā¢ Move your cursor over Profile
at the top of your homepage
and select Edit Profile
ā¢ If you've never added a
project before, click the Add
Projects beneath your profile
summary
ā¢ Note: You can click View More
to expand your selection of
sections
ā¢ If you've previously added a
project, scroll down to the
Projects section on your
profile and click Add project
40
41. Character Limits
ā¢ Professional Headline
ā¢ 120 characters
ā¢ Company Name
ā¢ 100 characters
ā¢ Summary
ā¢ 2000 characters
ā¢ Public Profile URL
ā¢ 30 maximum characters
ā¢ Position Title
ā¢ 100 characters
ā¢ Position Description
ā¢ 2000 maximum characters
ā¢ Skills
ā¢ Up to 25 skills using 60 characters per skill
ā¢ LinkedIn Status Update
ā¢ You can use up to 700 characters
41
42. recommendations
ā¢ 10x increase of your ranking
ā¢ Add a personal message
when you ask for a
recommendation
ā¢ Be strategic - your recos
should emphasize different
talents and aspects of your
skills
ā¢ You can choose to hide/
display any recommendation
42
Recommendations
43. Be Strategic About Recommendations
ā¢ Look at jobs you want - map your skills to those required by the job and strategize
ā¢ Which of your managers can speak to each skill?
ā¢ Ask each person to discuss three skills - and provide those
ā¢ Ask them to include: How long theyāve worked with you, background on how they
know you, description of the three skills you asked them to discuss, and at least
one specific success example
ā¢ Offer to write it for their review
ā¢ Find people similar to you and look for recommendations you find compelling
43
44. Get Noticed By Your Network
ā¢ Update your status
ā¢ Like, comment and share
your connectionsā status
updates
ā¢ Make a change in your
profile (add a new skill)
ā¢ Write a recommendation
ā¢ Get recommended (ask)
ā¢ Endorse someoneās skills
ā¢ Join a group
ā¢ Follow new company
ā¢ Follow new thought
leader
ā¢ Make a new connection
44
45. SEO Checklist for LinkedIn
ā¢ 100% profile completeness
ā¢ Target Keywords in Profile
Heading
ā¢ Professional and natural in
Summary (with keywords)
ā¢ Job descriptions with bullet
points for easy scanning/SEO
ā¢ Optimize Skills for keywords
ā¢ Vanity URL ā also helps
outside LinkedIn
ā¢ Connections and Groups also
drive search rankings
45
46. Your Connections Strategy - Go Big!
ā¢ The Network Effect ā larger
networks are more valuable
(e.g., the telephone)
ā¢ Swarm Theory ā large numbers
of trends more accurate (basis
for LinkedIn Endorsements)
ā¢ Recruiters ā search results in
order of connectedness
ā¢ Theory of Weakest Link ā
biggest leaps donāt happen
with first degree connections
ā¢ Fear/downside? ā can always
remove connections if spam
46
47. Getting a Job is 60% Networking
ā¢ 20% - Applying directly to a job
ā¢ 20% - Great resume, online brand, LinkedIn, social
ā¢ 60% - Networking
48. How to Get a Meeting with Someone You
Donāt Know
ā¢ Networking - forwards and backwards
ā¢ Maximizing your use of LinkedIn
49. Networking: Quality not Quantity
ā¢ Deepen your connection
ā« People you have just met or may have known your whole life
ā« People in our networks serve a variety of purposes ā they can
stimulate our thinking, expand our options, help us make better
decisions, provide insight into our careers
ā¢ Be a people hub
ā« One of the most valuable things you can do for someone is
connect them with the right person
ā« Facilitate a mutually beneficial connection
51. Weak Links are More Powerful
ā¢ Account for most of the structure of social networks in society
as well as the transmission of information through these
networks
ā¢ More novel information flows to individuals through weak rather
than strong ties
ā¢ Our close friends tend to move in the same circles that we do ā
and the information they receive overlaps considerably with
what we already know
52. Network is a Verb Not a Noun
ā¢ Care and feeding of your network
ā« Give something of value in every interaction
ā« Send a message with an update or article or
interesting event
53. Why Donāt We Follow Up?
ā¢ Youāre one connection away from getting the job of your dreams
ā¢ Sometimes you MEET that one connection. You know itās right for
you. And you know itās right for them. But for some reason, you
NEVER follow up. Why?
ā« We forget
ā« Negative thoughts prevent you from taking action
ā« Networking can feel forced, unnatural, and sleazy
54. The Key to the Successful Follow-Up
ā¢ Calendar reminder 5-10 days away - email
ā¢ How to make sure they read it?
ā« Say: Iāll email you in a week or two
ā« Email content: offer a potential solution, data, research you
think they would be interested in and/or ask a question that
demonstrates some knowledge - Are you going to XYZ event
or do you think competitor ABC's new launch/positioning will
be impactful?
55. Getting Referrals and Introductions
ā¢ Increase your chances of being interviewed and getting a
better job by 5-10X over applying directly
ā¢ Some connections you make along the way will surprise
you, and put you on a path you never even considered
56. Networking Forwards with LinkedIn
ā¢ Target 10 people who can vouch for your past performance and
future potential (goal is 4)
ā« Professors, advisors, or social connections
ā¢ Reach out - ask if they would be comfortable recommending you to
connections in companies or industries of interest to you
ā« Get the names of 4 people and an intro
ā« Look at their LinkedIn - have specific people in mind
ā« Track everything in a spreadsheet
57. LinkedIn Introductions - Trusted Connections
ā¢ Look at a job/company you are interested in
ā¢ Find who you're connected to (1st Degree) who knows someone
in the company (2nd Degree) and ask to be referred/introduced
59. InMail ā When You Have No Connections
ā¢ You can send an inMail to
anyone
ā¢ For pay (avoids spam)
ā¢ If you donāt receive a reply,
LinkedIn will refund your
credit automatically
60. Talking to Strangers
ā¢ Lead with something in common
ā« Contextualize the conversation - mention how you found them
ā¢ Get to your point fast
ā¢ Reassure the person that youāre not asking for a favor
ā« Be firm that you are just looking for a meeting
ā¢ Talk about what makes you qualified - your brand pitch here!
ā¢ End with a strong call to action with a time limit
ā« Mention that you need only 15 minutes of their time.
ā¢ Be respectful = Show appreciation for their time
61. The (Almost)Perfect Meeting Request
Dear [name],
I found your profile through the [name the common LinkedIn Group or
network] on LinkedIn. I have been working as a [name last position] at
[name last company], and I am in the process of making a career transition.
It would be helpful for me to find out about your experiences as a [name
role] for [target company]. I promise not to take more than 15 minutes of
your time.
!
I am not expecting to discuss a particular job opening, but I would
appreciate being able to talk with you on an informational basis.
!
What is the best way to reach you this week? Do you have any availability
this coming Thursday or Friday? I thank you in advance.
Regards,
[your name]
62. Change the Game
ā¢ Offer value before you ask for anything
ā« How can I help this person?
ā« Do not discount yourself just because youāre young. Offer what
you have based on what people need
ā« Add value - Offer to create a website, a video, or?
ā¢ Do your research
ā« Know the basics - take time to check Google, Twitter, LinkedIn,
Facebook, etc. so you understand what the person is all about
ā« Find the details - look for common hobbies or a hook - one of my
mentors is someone I connected with because I reached out and
mentioned we both like to dive
63.
64. Brand me ā¦
Please
Need Help?
Hire an Expert
ā¢ Personal Branding
ā¢ LinkedIn Profiles
ā¢ Social Media
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