Long gone are the days when your resume ruled as your single most important job search asset. Today your LinkedIn profile is critical in achieving multiple goals: generating inbound career opportunities for yourself or your business, being your public online face when you're doing a job search, and playing an integral role in your personal branding. Many recruiters now use LinkedIn as their first screening of potential candidates and won't even contact you to speak with you or ask to see your resume unless they're impressed by your LinkedIn profile. Plus, recruiters don't read LinkedIn profiles, they scan them, which makes having a great LinkedIn profile more important than ever. Make your profile passes the quick scan test of a recruiter or potential client, so you don't miss that next great career opportunity. Mark Andersen is the Founder/CEO of CareerNav (www.CareerNav.com), a leading coaching company based in San Francisco. He has over 1,300 connections on LinkedIn and landed his previous two VP of Marketing jobs by first receiving inbound inquiries via LinkedIn from executive recruiters he didn't know at the time. Mark is also the author of the new book "I Got the Job! 8 Steps to Getting Hired", which became the #2 best-selling career guide ebook on Amazon. This workshop will be based on the LinkedIn chapter from his book: Amazon.com/author/markandersen In this workshop, Mark will also cover topics like "How does LinkedIn's search algorithm work?" LinkedIn protects its search algorithm like a state secret, so nobody outside of LinkedIn knows for sure how their algorithm works and it's always changing. Nonetheless, there are best search practices to optimizing your profile that you can implement. These slides walk you and a colleague through such topics as how to: -Create a great LinkedIn profile that gets positive responses from recruiters and companies -Strengthen your personal branding: is your profile clearly and compellingly communicating your brand? You'll find out when you use the questions included -Optimize ("SEO") your profile: we'll cover keyword selection, natural use of keywords, connections, groups...

1. HOW TO CREATE A GREAT LINKEDIN PROFILE:
IMPRESS RECRUITERS & STRENGTHEN YOUR EXISTING BRAND
MARK ANDERSEN
MARCH 6, 2014

2. AGENDA
• Create
a great LinkedIn profile that gets positive responses from recruiters and companies.
• Strengthen
•
Exercise to find out
• Optimize
•
("SEO") your profile: keyword selection, natural use of keywords, connections, groups...
Keyword part of exercise
• Avoid
•
your personal branding: is your headline clearly communicating your brand?
the cardinal sins of bad profile writing such as "Keyword stuffing", cliches etc.:
Review of profile examples
• Test
changes in your profile to increase your search results
• Understand
what the "Skills and Expertise Endorsements" feature means for your personal
branding
•
What is it? How can it help or hurt your brand?

3. OUTCOMES
• Understanding
of how to create a great Linkedin profile
• Understanding
key drivers of LinkedIn's algorithm
• Feedback
• Your
on how your LinkedIn profile is currently perceived
most important keywords
• Improved
LinkedIn headline

4. HOW LINKEDIN HELPS MY
CAREER
• Personal
• My
Branding: executives / clients viewing my profile...
professional database
• Last
2 VP of Marketing jobs I got: What resume? Only 20%
on webinar have gotten a job/consulting project through
LinkedIn, but that'll increase.
• How
to impress recruiters: Following slides

5. HOW EXECUTIVE RECRUITERS
IDENTIFY CANDIDATES
• They
know what they're looking for based on the job requirements and company culture
• Scan
for possible candidates: they're a fisherman & your profile is the bait
• Summary
paragraph & clarity critical to break through. This is what separates the "A" players from the rest
• Don't: add
• Remember
too much info, repeat useless facts, use jargon/cliches ("think outside the box" etc)
to have to have your settings "open to receiving inMails"
• The
ideal profile recruiters are looking for, but most don't have (a) Skill set that shows you have the relevant,
excellent experience; (b) quality of the companies you've worked at; (c) history of success that communicates your
personal achievement at your company; (d) progression of promotions in every company you've been at; (e) stability
still matters
• Search
mechanics recruiters use: Keywords, Experience, Title, Education, Radius

6. KEY DRIVERS OF LINKEDIN'S
ALGORITHM (STATE SECRET)
• Complete
your profile!:
•
Headline with targeted keywords
•
Summary with targeted keywords
•
List all jobs & descriptions you've had with targeted keywords
•
Add a photo
•
Include your education, postal code, industry
•
50 or more connections
•
At least 5 skills (up to 50)
• LinkedIn
rewards:
•
Networks of connected people
•
•
Keyword-focused content:
•
•
LinkedIn groups: Join Kellogg's, Northwestern's, affinity groups...
Value of a 1st level connection: your search lens
Don't just list your previous titles--list content from those jobs

7. IMPORTANT DETAILS
• Review
•
• "Skills
•
of keyword stuffing example:
A bad idea; effect on personal branding
& Expertise" section
How to manage it
• Importance
• If
of recommendations
you're doing a job search:
•
Photos matter (beer)
•
Follow companies to see relevant jobs: "similar Jobs"
•
Using advanced search
•
Turn off "Activity Alerts"
• Should
you upgrade to Business account ($25/mo when paid monthly)?
•
3 inMails (can purchase separately)
•
15 introductions versus 5 with Basic
•
See full profiles of 3rd degree and group connections (not just 2nd degree)
•
More advanced search filters

8. "SEE HOW YOU STACK UP TO OTHER
APPLICANTS": JOB SEEKER PREMIUM
• "The
percentage rank provided is an
estimate based on assumptions about
profile info like experience & education,
and how it likely relates to the posted
job."
• Applications
• Who
over time
else is applying (anonymous)
• Seniority...

9. CREATING YOUR CUSTOMIZED
URL / RESOURCES & TOOLS
• Create
your customized url:
•
Include in your email signature & on business cards
•
http://help.linkedin.com/app/answers/detail/a_id/87
• Resources
• Listen
& tools:
to Matthew Temple's webinars on Kellogg site: career resources section
•
http://talent.linkedin.com/blog/index.php/2013/07/how-to-create-an-effective-linkedin-profile/
•
Lnkd.in/jobsearchchecklist2013
•
Lnkd.in/jobsearchblogpostpacket
• CardMunch
• SlideShare

10. HOW TO GET INTRODUCED TO
RECRUITERS, HIRING MANAGERS & CLIENTS
•4
steps to using LinkedIn for getting introduced for (a) business
networking, (b) getting hired:
•
Create an excellent profile achieving your goal.
•
Send out your invites to build as many connections as possible.
•
Create your short list of people you'd like to be introduced to.
•
Send out introduction requests.
• To
watch my video explaining these 4 Steps in greater detail go to:
http://youtube.com/watch?v=wp6lusJtuRs

11. HEADLINE & KEYWORD
EXERCISE: DO YOURSELF
• What
• Your
is your headline goal?
unique value proposition?
• What's
your credible "wow." Don't exaggerate or be shy.
• What
are the most important keywords I should be using naturally in my
headline & throughout my profile?
• New
headline:

12. GIVE PROFILE FEEDBACK TO
OTHERS: EXERCISE
• What
do you think my profile goal is (i.e., "find a marketing
job in a startup...", "branding for my company"...)?
• What
• How
is my biggest area of expertise?
would you describe my personal brand in 1 sentence?
• Does
my headline and summary clearly communicate what
you think my brand is?
• If
not, why not?

13. WRAP-UP / Q&A
• You
should have a much better understanding now of how your profile is perceived
• You
should know your next steps to creating a great profile
• Download
ebook (free for next 24 hours): I Got the Job! 8 Steps to Get Hired:
www.Amazon.com/author/markandersen
• 1month
free Job Seeker subscription from LinkedIn (only new subscribers are available):
http://lnkd.in/jssfriendsandfamily2014
• Kellogg
provides free coaching to alumni
• MarkAndersen@CareerNav.com
• Connect
with me: linkedin.com/in/markdandersen
• @MarkAndersen
• Feedback
for this workshop