LinkedIn From the Top - Updated for Bentley

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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

Slide 1

Judy Parisella e: judy.parisella@yahoo.com

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

Making the Most of

Share your voice of authority

2 6/18/2014

Stuff Well 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

3 6/18/2014

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

4 6/18/2014 4 6/18/2014

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

5 6/18/2014

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.

6 6/18/2014 6 6/18/2014

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

7 6/18/2014

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!

6/18/2014 8

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

9 6/18/2014

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

10 6/18/2014

Judy Parisella e: judy.parisella@yahoo.com

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

From the TOP

11 6/18/2014

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

12 6/18/2014

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

6/18/2014 13

LinkedIn Profile StrengthMATTERS

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.

Lets Take it From the TOP

14 6/18/2014

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.

Dont need no surprises!

15 6/18/2014

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

16 6/18/2014 16 6/18/2014

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.

17 6/18/2014

Summary Keyword search

18 6/18/2014

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

20 6/18/2014

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.

21 6/18/2014

Skills & Endorsements

You need to add at

least 5

Your network will

eventually do the

rest.

EDIT the SKILLS

to reflect