LINKEDIN FOR

JESSICA ARIES, J.D., LL.M.LINKEDIN.COM/IN/JESSICAARIES@JESSDARIES

ProfessionalsPersonal Branding to Conquer                   Your Digital Space

Branding 101

Why LinkedIn?

The Basic Structure of a Profile

Brand & Develop

Engage & Lead

Action Plan

Overview

A name, term, design, symbol, or any other featurethat identifies one seller’s good or service as distinctfrom those of other sellers. The legal term for brand istrademark. A brand may identify one item, a family ofitems, or all items of that seller. If used for the firm asa whole, the preferred term is trade name.

WHAT IS A BRAND?

Branding

- American Marketing Association

WHAT DOES A BRAND DO?

Branding

Audience Knowledge

Differentiates / Uniqueness

Displays Passion

Consistency

Exposure

Competes

A Brand ambassador is a person who ishired by an organization or company torepresent a brand in a positive light andby doing so they help to increase brand

awareness and sales. The brandambassador is meant to embody thecorporate identity in appearance,demeanor, values and ethics.

BRAND AMBASSADOR

Branding

Organizations aren't the only ones with brands;people have brands too.

PEOPLE AS BRANDS

Branding

Whether we like it or not, a large part of what we doas professionals in law firms is selling our ideas,processes, skills, and talents to attorneys within ourfirms.

WE ARE ALL SALESPEOPLE

Branding

Come in, WE’RE

OPEN

Provides the opportunity to build my own brandby capturing and promoting my skillset,experience, and capabilities as a professionalto my target audience of peers.

WHY LINKEDIN IS MY TOOL OFCHOICE...

Why LinkedIn?

LINKEDIN AS A BRANDING TOOL

Why LinkedIn?

of online adults who have graduatedfrom college are LinkedIn users.42%

Authenticity is key.

Be consistent.Continuously add value.

of online users are 35+ years old.38%Branding Groundrules

THEANATOMYOF ALINKEDINPROFILE

The Anatomy of LinkedIn

Full Name

Headline

Photo

Location

Industry

Current Position

Previous Position

Education

Connections

URL

Contact Info

Summary

Experience

Honors & Awards

Skills &

Endorsements

Education

Organizations

Other

IF YOU DOANYTHING, DOTHESE 7 THINGS:

The Anatomy of LinkedIn

Full Name

Color Photo

Title

Summary

Current Job

Education

Connect

BONUS: Custom URL

Headline - Not Just Your Job Title

Brand & Develop: Headlines

(1) Say WHAT you do(2) Say WHO you do it for / WHO you help(3) Provide CREDITBILITY

Brand & Develop: Headlines

SUMMARIES THAT DON'T JUSTSUMMARIZE

Brand & Develop: Summaries

Grab Attention (It's your Bonanza intro.)

Who You AreWhat You DoWho You Help/Serve and HowWhat Industry You ServeWho You LeadCall to Action

Brand & Develop: Summaries

Brand & Develop: Summaries

YOUR EXPERIENCE IS YOUR STORY

Brand & Develop: Experience

Experience should logicallyflow, building and showingprogression, growth, andlearned skill sets.Do NOT just copy andpaste from your resume, itlooks lazy and like you don'tknow how to use socialmedia properly.List out projects,organizational involvement,publications, andrecommendations andassociate them with yourpositions.Use photos, videos,articles, and presentationsto engage your reader.

YOUR EXPERIENCE IS YOUR STORY

Brand & Develop: Experience

Experience should logicallyflow, building and showingprogression, growth, andlearned skill sets.Do NOT just copy andpaste from your resume, itlooks lazy and like you don'tknow how to use socialmedia properly.List out projects,organizational involvement,publications, andrecommendations andassociate them with yourpositions.Use photos, videos,articles, and presentationsto engage your reader.

Features vs. Benefits

Brand & Develop: Experience

Explain the benefit of your experience, instead of listing your features. Benefit­centric writing isconsidered more "show" than "tell". 

Hire, train and supervise all support staff and work on officerelocation and planning initiative.

Drawing on 20 years of human resources experience in legal,I seek out, hire, train, and supervise highly sophisticated legaltalent to save the firm the time and expense of outsiderecruiting costs.

Assess internal firm needs and developed anticipated growthassessments, to lead the Firm's Relocation and PlanningInitiative for a 50-person office.

YOUR EXPERIENCE IS YOUR STORY

Brand & Develop: Experience

XACCOMPLISHED

RELATIVE TO YBY DOING Z

"Reduced employee turnoverby 15% compared to lastthree years by researchingthe effects of employeeappreciation initiatives onemployee moral andinstituting quarterlyEmployee AppreciationBreakfasts."

The "How" is as important if not more important than the "Result". 

The Google Method

THOUGHT LEADER SUPER STAR

Engage & Lead

(1) Connect - Seek outlike-mindedprofessionalconnections via yourconnections'connections, statusupdates, publishedcontent, or just good'ole search.

THOUGHT LEADER SUPER STAR

Engage & Lead

(2) Follow - Follow "influencers" and "channels" onLinkedIn to build your feed with "currated content" thatinterests you professionally and personally.

THOUGHT LEADER SUPER STAR

Engage & Lead

www.linkedin.com/pulse/discover

THOUGHT LEADER SUPER STAR

Engage & Lead

(3) Comment - Oneof the best ways todisplay thoughtleadership is bycommenting onLinkedIn blogs andupdates.

THOUGHT LEADERSHIP SUPERSTAR

Engage & Lead

(4) Groups - Groupsreinforce your personalbrand and help you connectwith like-mindedprofessionals.

Pro Tip: Looking for groupsto join? Find otherprofessionals on LinkedInwith similar job titles to youand join the groups they arepart of.

THOUGHTLEADERSHIPSUPERSTAR

Engage & Lead

Groups establishcredibility and help youestablish yourself as asubject matter expert toyour peers.

At my last firm, we would buy a "bucket ofhours" (at $157/hour) and just them up as

needed for support.

THOUGHT LEADER SUPSERSTAR

Engage & Lead

(5) Publish - Developyour own contentand publish it onLinkedIn'spublishing platform.

Thought leadershipcan be as easy assharing yourthoughts.

Action Plan

Harness the Power of your Headline

Summaries that go beyond summarizations

Experience is your story

Describe your accomplishments via the Benefit­Centric Approach and/or

Google Method 

The 7 MUSTs of a LinkedIn Profile:

(A) Name, (B) Color Photo, (C) Title, (D) Summary, (E) Current Job, (F)

Education, (G) Connect

Grow Your Thought Leadership:

Connect

Follow

Comment 

Group Up

Publish

HELLOMY NAME IS

Awesome

Donald Trump Photo ­ Gage Skidmore [CC BY­SA 3.0 (http://creativecommons.org/licenses/by­sa/3.0)], via Wikimedia Commons

Oprah Winfrey Photo ­ By https://www.flickr.com/photos/aphrodite­in­nyc ­https://www.flickr.com/photos/aphrodite­in­nyc/15445694840, CC BY 2.0,https://commons.wikimedia.org/w/index.php?curid=45044905

Martha Stewart ­ By David Shankbone ­ Own work, CC BY 3.0,https://commons.wikimedia.org/w/index.php?curid=15049241

Kim Kardashian ­ By Toglenn ­ Own work, CC BY­SA 3.0,https://commons.wikimedia.org/w/index.php?curid=15363887

LinkedIn User Statistics ­ http://www.pewinternet.org/2015/08/19/the­demographics­of­social­media­users/

References & Attribution

Thank You & Keep In Touch

Jessica Aries, J.D., LL.M.

Business Development ManagerAndrews Kurth LLPlinkedin.com/in/jessicaaries@jessdaries