LinkedIn From the Top - Updated for Bentley

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Judy Parisella e: [email protected] http://www.linkedin.com/in/judyparisella Making the Most of Share your voice of authority
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    18-Oct-2014
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A study Ladders commissioned in 2012 yielded results that suck! The ‘Gaze Tracking’ study showed that Hiring Managers et al spend 6 seconds reviewing a resume. WTFreak? My entire work experience is dwindled down to a mere 6 seconds?! #SuckIT! So how long do you think they spend on reviewing a LinkedIn profile before they decide to move on or scroll down? What’s this mean to you?! LOTS! You need to tailor your professional headline, (the title), and the first line or two of your SUMMARY so they stand out. Or at the very least be better than the average bear. Otherwise how will you get noticed through the noise? The professional title defaults to the latest job title found in the EXPERIENCE section. This default includes the company name… so why keep it there? Your LinkedIn profile is about YOU hawking YOU, not the company you work for. The ‘company’ is only the position you hold/held. Your profile is about so much MORE! It’s a culmination of all that is YOU in the professional space. ‘BE SELFISH’! This is the profile where you share all that is freak’n amazing about YOU; YOUR Skillset; YOUR Successes; YOUR Achievements and how it is that you kick arsss!! ‘If you build it they will come’ DOES NOT apply here. You need to be active in your LinkedIn profile. Dear GOD, at the very least DO something within your profile at least 1x a week. This presentation takes it from the top of building out your LinkedIn profile and why it matters. I’ve included a few fun and unexpected tools; debunked some myths about LinkedIn; included some best practices and even how to passively mine your network. As a bonus I included a bit about building prospect lists. So have fun with it!

Transcript of LinkedIn From the Top - Updated for Bentley

Page 1: LinkedIn From the Top - Updated for Bentley

Judy Parisella e: [email protected]

http://www.linkedin.com/in/judyparisella

Making the Most of

Share your voice of authority

Page 2: LinkedIn From the Top - Updated for Bentley

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Stuff We’ll Cover

What is LinkedIn

By the Numbers

Debunking the LinkedIn Myths

What you can do with LinkedIn

LinkedIn vs. Facebook vs. Twitter

LinkedIn From the Top

Your LinkedIn Objectives

Mine through LinkedIn

Passive and Active Approach

Page 3: LinkedIn From the Top - Updated for Bentley

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LinkedIn is….

… the world's largest professional network with

300 million strong

Connect. Find. Be found.

Build your professional identity online and stay in

touch with colleagues and classmates.

Build and engage with your professional network.

Discover professional opportunities, business

deals, and new ventures.

Learn and share.

Access knowledge, insights, and opportunities.

INFORM, EDUCATE, ENTERTAIN, ENGAGE

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300 Million Members Includes members from ALL Fortune 500 Companies

Over 6 billion professionally-oriented searches in 2013

73 of the Fortune 100 hired through LinkedIn

22nd Most Visited Site in 2013

3 million company Business Pages

41% of all LinkedIn traffic is via a mobile device

2 NEW Users every second

200 conversations occur PER MINUTE in LinkedIn Groups 2.1 million GROUPS

As of February 2013 LinkedIn Replaced Facebook as the

TOP SOCIAL TOOL for

‘Fastest Growing Private Businesses’

LinkedIn by the Numbers

88 Amazing LinkedIn Stats – ExpandedRamblings.com 5/2014

Page 5: LinkedIn From the Top - Updated for Bentley

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Debunking the Four

Great LinkedIn Myths Myth #1: "I don't need to be on LinkedIn. I'm not looking

for a job.“ Understandably pigeonholed with current emphasis on career

development

The Debunking: Vital to business development and advancing a

business’ commercial program. AND popular opinion states, ‘that if you

are not represented (well) on LinkedIn, then you are not for real in

business. ‘

Myth #2: "If I post an update, or make changes to my

LinkedIn profile, then everyone in my network will see

it.“

The Debunking: LinkedIn networks have grown to a point where updates

have fleeting relevance.

Page 6: LinkedIn From the Top - Updated for Bentley

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Debunking the Four Great

LinkedIn Myths ... continued

Myth #3: "If my LinkedIn connections are visible,

then my competitors will steal business from me."

The Debunking: Your LinkedIn network is an essential element of

your brand. Revealing that to others lays a foundation of trust;

promotes relationship building and invites business opportunities.

‘You are judged by the company you keep’

Myth #4: "You have to be a techie to be successful in

using LinkedIn."

The Debunking: There is a learning curve, but LinkedIn is a highly

intuitive platform. With practice comes agility. With agility comes

success.

Source: THE LINKEDIN CATALYST: The

Neuroscience of LinkedIn – JD Gershbein

Page 7: LinkedIn From the Top - Updated for Bentley

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Another LinkedIn Myth..

“If you build it they will come.”

Your level of participation determines

your activity.

No Activity – NO ACTIVITY

Know Activity – KNOW ACTIVITY

NOT TRUE!

Page 8: LinkedIn From the Top - Updated for Bentley

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With LinkedIn…

Build online referrals

Find Business Partners, Clients and Service

Providers – mine lists created by YOU

Increase traffic to your website

Recruit

Generate Leads – SOCIAL SELLING www.business.linkedin.com/sales-solution/

Access expert advice

Search Engine Optimization

Attract like minded individuals

Expand your business network

Advertise

Participate in and create your own GROUPS

You can…

Page 9: LinkedIn From the Top - Updated for Bentley

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LinkedIn vs. Facebook vs. twitter

LinkedIn Facebook twitter

Target Audience for

business EASY - User selects

GROUPS to participate in

CHALLENGING - User

selects companies to LIKE,

but not always permitted to

post content

CHALLENGING - User can

select who to follow, but

sharing content with

participants is fleeting

Strength Exclusively Professional

information

Citical Mass - Keeping up

with family and friends

Brevity and 3rd party

content tracking

Weakness Conections are blurred - too

many L.I.O.N.S.

Segmenting - lists are

clunky

Brevity and potential

overload

Analytics Robust and immediate Easy through insights

Overall traffic metrics can be

difficult to compile unless

leveraging a 3rd tool

Ease of Engagement Easy within network, groups

and companies Easy to be expressive

Extremely easy to comment

on ALL content

Privacy Fully integrated and

completley self managed

Privacy mechanisms

constantly changing Limited settings

Following Content Can follow specific posts

and associated comments -

but its not twitter

No elegant way to

acomplish

Preferred platform to tack

and participate in

conversations

Environment Advertising is respectful Advertising encroaches on

personal feeds

Paid tweets rank at top of

feeds but not throughout

Page 10: LinkedIn From the Top - Updated for Bentley

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Judy Parisella e: [email protected]

http://www.linkedin.com/in/judyparisella

From the TOP

Page 11: LinkedIn From the Top - Updated for Bentley

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LinkedIn Objectives

Build a KEYWORD RICH profile

Reach and maintain ALL STAR

profile strength

Become a Marketable Brand

Be active in LinkedIn WEEKLY

(at minimum)

Work it

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Gaze Tracking Study

In 2012 Ladders commissioned ground-breaking

research* on how recruiters scan resumes: Where they look

What they look for

And how long they review

Findings: they spend SIX Seconds reviewing a resume

*http://cdn.theladders.net/static/images/basicSite/pdfs/TheLadders-EyeTracking-StudyC2.pdf

Our work experience is worth a

mere SIX SECONDS? #SuckIt

By all indications the numbers are similar on LinkedIn whether a

recruiter or vetting for business engagement

Page 13: LinkedIn From the Top - Updated for Bentley

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LinkedIn Profile Strength–MATTERS

“Users with ‘All-Star’ profile strength are

40 times more likely to receive

opportunities through LinkedIn.” -LinkedIn Users

Robust ‘keyword rich’ headline

A current position with description

Two more positions

Education

At least 5 skills

Include Media

Profile photo

At least 50 connections

Keyword rich summary

Beginner

Intermediate

Expert

The Profile Strength meter is on

the right side of your profile and

gauges how robust your profile is.

Page 14: LinkedIn From the Top - Updated for Bentley

Let’s Take it

From the TOP

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1. Professional Title

2. PURL

3. Contact Info

4. Summary

5. Experience

6. Skills & Endorsements

7. Volunteer Experience &

Causes

8. Education

9. Additional Info

10.Groups

11.Follows

I urge you to find out what

Google says about you first.

“Don’t need no surprises!”

Page 15: LinkedIn From the Top - Updated for Bentley

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Header

1. Professional Title – 120 characters

2. PURL

3. Contact Info a) Include other

SMS, websites,

email etc.

Example: Experienced

Transportation Executive, Web

Designer and Information

Architect, Visionary

Entrepreneur and Investor

1

2

3

Page 16: LinkedIn From the Top - Updated for Bentley

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Summary

Summary First person It reflects the

culmination of all you have to

offer TODAY

• Include METRICS

• Add a video, image,

document, presentation…

Not sure which keywords to

use, do your own search.

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Summary – Keyword search

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Summary – Keyword search

Find a JOB DESCRIPTION

that fits your skill set, copy

the DESCRIPTION and

RESPONSIBILITIES

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Summary – Keyword search

Go to WORDLE.net and create a word cloud

The larger the

word, the

MORE focus

weight it has.

This is a

KEYWORD

or

KEYWORD

PHRASE

Page 20: LinkedIn From the Top - Updated for Bentley

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Experience

Include

Accomplishment

Statements, metrics

where possible

Add files

Duties Accomplishment Statement

Responsible for the startup of a

manufacturing facility.

Led the planning, design, an construction of a multi-

purpose manufacturing facility in Japan. Improved

product quality and delivery time for local customers.

Responsible for sales in

Northeast region.

Manage a team of three account executives and two

inside sales representatives. Produced $6M in new

revenue in less than 12 months.

Page 21: LinkedIn From the Top - Updated for Bentley

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Skills & Endorsements

You need to add at

least 5

Your network will

eventually do the

rest.

EDIT the SKILLS

to reflect the order

of YOUR TRUE

proficiencies.

Don’t be afraid to

delete the ones

that don’t apply.

Page 22: LinkedIn From the Top - Updated for Bentley

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Skills & Endorsements

Add, edit or delete

HIDE if required

as dictated by

your firm or

industry

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Volunteer Experience & Causes

NEW! Check Out

The LinkedIn Volunteer

Marketplace: Connecting

Professionals to Nonprofit

Volunteer Opportunities

http://volunteer.linkedin.com/

LinkedIn for Volunteers

Page 24: LinkedIn From the Top - Updated for Bentley

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Education

Be precise in your dates/years

Page 25: LinkedIn From the Top - Updated for Bentley

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Additional Info

Use your

best

judgment

regarding

what you

share here

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Groups

Select Groups

that MATTER

to your profile

Manage your Groups

through your ‘Privacy &

‘Settings’ function

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Judy Parisella e: [email protected]

http://www.linkedin.com/in/judyparisella

Mine through

LinkedIn

Page 28: LinkedIn From the Top - Updated for Bentley

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Use B.I. on

Your Network

Business Intelligence

Notes

Reminders

How you met

Tag

Available

in Premium

Accounts

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Passive Approach

Find out who

has already

found you

If intrigued,

reach out to

them.

Free account will

only see latest 5

viewers

Ask me about a

63% increase in

profile views.

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Passive Approach

Worth an

introduction?

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Passive Approach

Business owners should reach out to the people

following their company.

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Passive Approach

Go to one of your Groups and start or comment on a

discussion. Share an article. Add an event…

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ACTIVE Mining on LinkedIn – Deep dive into network

Upgrade to a Premium Account

Page 34: LinkedIn From the Top - Updated for Bentley

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ACTIVE Mining on LinkedIn – Deep dive into network

Upgrade to a Sales Executive Premium Account

http://business.linkedin.com/sales-solutions

Page 35: LinkedIn From the Top - Updated for Bentley

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ACTIVE Mining on LinkedIn–

Advance Search – Vetting Prospects

Create a

prospect list:

Go to People in

the search box

an click on

ADVANCED

Page 36: LinkedIn From the Top - Updated for Bentley

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ACTIVE Mining on LinkedIn–

Advance Search – Vetting Prospects

Target GEO

Keywords

Company Size

Industry

Etc……

Page 37: LinkedIn From the Top - Updated for Bentley

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ACTIVE Mining on LinkedIn–

Advance Search – Vetting Prospects

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ACTIVE Mining on LinkedIn –

Create a Prospect Tool

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Judy Parisella e: [email protected]

http://www.linkedin.com/in/judyparisella

978.491.7444