Get Traction for your Executive Job Search with LinkedIn

TRACTION
for your
Executive Job Search
with
Get
Chip Hartman
July 8, 2013
Written and
Designed by
GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 1 of 78
 LinkedIn, the LinkedIn logo, the IN logo and InMail are registered trademarks or trademarks of LinkedIn Corporation and its affiliates in the United States and/or other countries.

The competition for your next executive position – regardless of what
it may be – is extreme.
The dual pressures of an underperforming economy and breakaway
social technologies have made the problem of differentiating
yourself more challenging than ever before, yet that is exactly what
must be done to secure your next executive position – or risk losing it
to someone else.
Professional resumes, while providing valuable work history, reveal
little or nothing about values, character, and personality – things that
executive recruiters need to know in order to place a candidate
successfully.
Fortunately, the business networking web site LinkedIn has a
“profile” page which allows you to capture the best highlights of your
resume and integrate them with the so-called “spotlight attributes”
of your professional life (the ones you’d just LOVE to share with key
decision-makers if you could just get some face time with them).
Very simply, a strong LinkedIn Profile conveys personality and
experience. It give you the power to broadcast your brand.
The LinkedIn Profile page has become the primary gateway to millions
of business professionals worldwide. It is the first page that executive
recruiters and decision makers will see upon viewing search results for
your name. The LinkedIn Profile is now the place to get “virtual face
time” with the key people you want to influence.
For that reason … and also because “you never get a second chance to
make a great first impression,” … your LinkedIn Profile must be a
showpiece that blends expert writing, distinctive branding, and
compelling visuals – all in a very memorable way.
In short, your profile must be a masterpiece. Once you’ve created
that masterpiece, your LinkedIn Profile will deliver noticeably
improved traction for your executive job search.
Chip HartmanMeridiaSystems.com, LLC
Integrated Writing, Branding & Visual Services
Powerful  Polished  Professional
LinkedIn Profile
A Message to Executives in Transition
GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH

The Number 1
Business Networking Web Site
 LinkedIn, the LinkedIn logo, the IN logo and InMail are registered trademarks or trademarks of LinkedIn Corporation and its affiliates in the United States and/or other countries.
Today, many C-Level executives find themselves in transition
while maintaining current leadership positions … along with
the full range of responsibilities and accountability that go
with the territory. As a result, they find their time stretched to
the limit and need to find ways to manage their career
transition efficiently with the greatest opportunity for success.
This E-book offers both the theory and practice of generating
traction (via the LinkedIn Profile) for an executive’s job search.
Introduction
1
PART 1: INTRODUCTION

of business decision-makers
in their company use
50%
41%
Those using LinkedIn for
marketing who have
generated business with it:
LinkedIn: The Top Business Networking Site

Largest Business Networking
Site in the World
The Most Important Page
on the LinkedIn web site
All Social Media Sites
(the full web site)
Context and Focus for This E-Book

• Name, Title or Tagline
• Unique Talents, Skills
• Level of Activity & Engagement
• Your Unique Value Proposition
• Strongest Brand Attributes
• Aspects of Personality
• Visibility, Involvement
• Leadership Attributes
• Professional Experience
• Notable Accomplishments
• Personal Interests
• Sense of Humor
• Emotional Connection
• Your Brand “Story”
• Publications, Portfolios, Awards
• Volunteer Activities
A Well-Crafted LinkedIn Profile Will Capture Your Personal Brand

HOW
WHAT
do people first find you?
should they see first?
Your executive profile on:
(in Google’s search results)
Why LinkedIn Profiles Matter
© 2012 Google Inc. All rights reserved. Google and the Google Logo are registered trademarks of Google Inc.

PART 2: CHALLENGES FACING EXECUTIVES IN TRANSITION
Executives anticipating a career change are faced with a multitude of
challenges. Among the most difficult are: 1) getting their names and
faces in front of executive recruiters and hiring managers; 2) creating
“mind share” in the eyes of those key individuals; and 3) establishing
and projecting their personal brands. True executive leadership
requires crystal clear “leadership DNA” … but the trick is how to get
others to not only see it, but place a high value on it as well.
Challenges Facing
Executives in Transition
2

No offense, but this is what
you look like to decision
makers and recruiters …
Visibility and Differentiation: The Problem

But this is what you NEED
to look like …
Visibility and Differentiation: The Goal

RECRUITER / DECISION-MAKER
YOUR OBJECTIVEYOUR LINKED IN PROFILE
(while reviewing your LinkedIn Profile)
Acquiring Decision-Maker “Mind Share”

THE ONLY WAY TO GET THIS
Getting Mind Share Means Creating IMPACT!

Executive Recruiters, Hiring Managers
and Decision-Makers (ERs/HMs/DMs)
don’t really “see people” …
They see BRANDS.
WHY?
A Closer Look at the Decision-Maker’s Brain

Their desks
are flooded with
resumes and cover
letters that are
heavily focused
on skills and
experience.
Here’s One Big Reason Why …

“Sure, he’s got great leadership skills
and lots of relevant experience.
But is that enough to make him
the top candidate for this executive
position?”
“Here are some things we want to know that his resume can’t tell us …”
• How well can he communicate his ideas?
• Do we see a satisfactory level of engagement with his audience?
• Does he offer evidence of the unique value he claims to have?
• What can we learn about his personality, habits, or leadership qualities?
• What is there about him that makes him stand out as an ideal fit for the position?
• Does his career path show he’s on a growth trajectory? Joe Q. Candidate
How can I get
“face time” with
these recruiters &
decision-makers?
Rhonda Recruiter Denise Decision-Maker
But ERs, HMs & DMs Want More Than Just Experience!

Resume LinkedIn Profile
• Often wordy, overly detailed & loaded with “corpspeak”
• Tends to focus on experience and skills
• Rarely captures a candidate’s personal brand
• Seldom includes visual enhancement
• If constructed properly, offers a concise view of you
• Captures more relevant information for hiring decisions
• Through visuals, can communicate value & leadership
• If written properly, conveys an individual’s brand
Your LinkedIn
Profile is the next
best thing to
actual face time
with recruiters and
decision-makers.
Put yourself in the shoes of
the recruiter or decision-
maker. You have a limited
amount of time to learn as
much as you can about
many qualified candidates.
Which One Would YOU Look at First?

• Identifies your unique talents, skills, qualities
• Highlights your “signature” brand attributes
• Shows your level of “connectedness”
• Demonstrates your level of engagement (updates)
• Identifies your “differentiated value”
• Reveals elements of your personality
• Reveals your leadership skills
• Establishes credibility & relevance
• Tells “your story” … in a compelling way!
Instant
Snapshot
Of Who You
Are
Real Time
Updates for
Your Network
Background including:
Summary, Skills, Expertise &
Selected Excerpts from Your Resume
ERs/HRs/DMs* get a 360
degree view of you – not
just as a candidate, but as
a person … and that’s
vitally important to them!
Here’s what your profile does for you:
more
*ERs/HRs/DMs = Executive Recruiters, Hiring Managers, Decision-Makers
The Profile Provides a “360 Degree View” of Who You Are
Provides a trim, compelling “snapshot of value”

Use the digital broadcasting power of your LinkedIn Profile to:
WHAT … HOW …
Make a compelling case for the talent and value you offer
Through the use of rich media, embed a slide on your
profile that matches your accomplishments with industry
requirements or expectations. Think: “Visual T-Letter”
Tell your own executive leadership story without being
perceived as “grandstanding”
Create a slide deck or video that frames you as the “hero”
of a challenging leadership venture (don’t forget: people
love stories and they are especially attracted to the video
format).
Convey a unique attitude or point of view (not only is it
welcome, it’s encouraged)
The “Summary” section of your LinkedIn Profile is THE
place for you to express yourself – without reservation. Be
bold: This is the section that recruiters and decision-
makers look at first! Write with “first person passion.”
Don’t just SAY you’re a “thoroughly engaged leader” …
PROVE IT (by what you share, display, or create)
Post periodic updates to your Network; embed links to
supporting articles, blog posts, industry news. Here’s
where you can establish genuine credibility & authenticity.
Try Doing THIS With Just a Resume!

Branding is
Critical For Traction
Establishing a personal brand is critical for generating a
LinkedIn Profile that commands attention. If differentiating
yourself from others who have comparable credentials is
important (and who could logically argue that it isn’t?) then
getting that brand pinned down and deploying it strategically
throughout your LinkedIn Profile must be Priority # 1.
3
PART 3: BRANDING IS CRITICAL FOR TRACTION

Personal branding is all about influence, perception, and reputation.
The central question that personal branding tries to answer is this:
How can I influence the perceptions that others
have of me in order to enhance my reputation?
One of the better definitions for personal brand is:
A personal brand is the “mental picture” others have of you.
It’s the sum total of values, talents and behaviors that others
tend to automatically associate with you.
Perception
Influence
Reputation
Why Branding is Critical for Traction

• Offerings
• Customers
• Compelling Reason To Act (CRTA)
• Experience
• Benefits
• Cost
• Time
• Alternatives
• Advantages
• Engagement
A rock-solid value proposition is the precursor to a powerful brand.
Perceived
Cost
Perceived
Value
… And this is the “balance” it should convey:
If this is how people perceive your value, you’re
doing something VERY RIGHT!
These are the elements of a Value Proposition …
View a great reference for writing
your value proposition here.
Click on the web page icon to view the article
Build and Know Your Value Proposition

If given one chance .. in just 30 seconds … could you state your
value proposition in a way that makes a clear, compelling case for
decision-makers to give you serious consideration? Think of it as
the “press conference” test. You’ve got just one shot to get it right.
Is it ready? Are you ready?
Communicate Your Value Proposition With Impact

Does my network (or do my customers) know I’m “out there?”
What do I do better than anyone else? What makes me the “go to” leader?
Am I perceived as being authentic? Genuine? Believable?
What are the benefits of doing business with me?
Do people feel an emotional connection with me or my services?
The way to think about your brand – when you’re just starting your brand journey:
Personal Branding Basics

Strengths
Unique Value
Visibility
Relevance
Consistency Over Time
Differentiation
Authenticity
Emotional Connection
Credibility
Unique Identity
A Well-Branded
Profile
will capture these
for you
Personal Branding Basics (continued)

Branding is whatever you do to influence themYour brand is whatever they say it is
A memorable brand story
A dazzling LinkedIn Profile
A killer web site Spectacular videos
High-impact writing
High level of engagement on social media
“Think like the publisher of great content,
not the advertiser of a great product.”
― David Meerman Scott
BRANDING
The Difference Between BRAND and BRANDING
BRAND

MAINTENANCE
DEPLOYMENT
DESIGN & DEVELOPMENT
DISCOVERY
PLANNING
Summary View of the Branding Process

Expanded View of the Branding Process
This is where career
traction is first created …

People
are brands
People are
not brands
“The Brand Called You” by Tom Peters
8/31/1997… Click the button to read the article
“R.I.P. Personal Branding” by Olivier Blanchard
1/3/2012 … Click the button to read the article
Different Perspectives on Personal Brands

Formula Developed by David Zinger, Winnipeg, Canada
= (Strengths + Value + Visibility) x Engagement
Still one of the most concise explanations of personal branding, this one-line formula developed by David Zinger captures the dynamics which
drive anyone’s brand. Implicit in this formula is that the individual to which it pertains is fully aware of his/her strengths, value, visibility and
engagement. The real strength behind the formula can be seen when it is algebraically rewritten in the following manner:
Brand = (Strengths x Engagement) + (Value x Engagement) + (Visibility x Engagement)
In this context, the formula can be re-stated as follows: “The degree to which you identify and cultivate your strengths coupled with the degree
to which you identify and cultivate your value combined with the degree to which you identify and cultivate your visibility determines the strength
and impact of your personal brand.”
Your Your Your
The degree to which
you’re actively involved
with each of the three
A Mathematical View of Your Brand

If your branding efforts gradually move you toward
that magical “sweet spot,” your brand is rock-solid.
It doesn’t get much better than this!
The Mt. Everest of Personal Branding

Branded Profiles Help
Executives AND Recruiters
It almost seems like the perfect marriage: The one resource that
executive recruiters rely on most heavily just happens to be the
same resource that executives depend on to get “found” and
acquire valuable mind share. Both groups are hanging out in the
same space, looking for each other. How convenient is that?
4
PART 4: WHY EXECUTIVES NEED A WELL-BRANDED PROFILE

Enables you to find decision-makers and advocates
Allows you to research the competition
Allows you to broadcast your personal brand to the world
Allows you to share your expertise with the world
Gives decision-makers a “360-degree view” of who you are
For those without a web site, provides a “web presence”
Allows you to be seen as a “thought leader”
Page 1 of 2
Continued …
LinkedIn Profile “Brand Benefits” for Executives
Executive in Transition

Establishes Your Digital Marketing Hub
Offers Proof That You Walk Your Talk
Presents You as Someone With Personality AND Substance
A Golden Opportunity for a First Impression Masterpiece
Promotes a “Benchmark-Me-Against-Anyone” Attitude
Increases “Findability” and Visibility Through Keywords
Offers Real-Time Control & Dynamic Updates
Page 2 of 2
Executive in Transition
LinkedIn Profile “Brand Benefits” for Executives (continued)

Huge savings $$$ compared to traditional “job boards”
Greatly reduces resume reading time
Convenient way to gauge activity and visibility
Global talent available 24/7/365
A unique way to evaluate a candidate’s personal brand
Outstanding search and research functionality
Ready-made database of millions of professionals
LinkedIn’s Benefits for Recruiters
Executive Recruiters
Hiring Managers
Decision-Makers

The Awesome
Power of Story
As long as you’re going to convey your brand on your
LinkedIn Profile (and you must if you expect to get
traction), use the knockout power of story to do the heavy
lifting. Remember “mind share” and “virtual face time?”
Nothing beats a captivating story for conveying brand
value and becoming memorable.
5
PART 5: THE AWESOME POWER OF STORY

Great brands
usually have a great
story to tell
Steve Jobs
What’s yours?
The Awesome Power of Story (continued)

Houston, TX
What happens when
a team of downsized rocket
scientists enters the Houston area
workforce and challenges the status
quo on performance standards?
Let’s just say that the traditional
project management playbook gets
a truly astronomical facelift - thanks
to one woman's ability to connect
the dots between two radically
different worlds!

Meet Marcus Sheridan, “The Sales Lion”
Meet Marcus Sheridan, “The Sales Lion.”
Marcus not only has one the best brand story videos on the
Internet, he even offers a full page of tips and suggestions on
how you can make one for yourself.
While the back story about the video is fascinating, its core
message is this: Anyone can gradually accumulate
“authoritative stature” in their field(s) of expertise by simply
writing and publishing what they know best and helping others
to understand it easily and comfortably.
Marcus started out selling swimming pools then shifted his
focus to leverage inbound marketing to share his valuable
experience in the pool industry.
He is living proof that “teaching sells” and that picking up
traction for your brand has far more to do with sharing than
advertising.
Click the red button to visit The Sales Lion’s “Personal Branding Video” page.

The New
LinkedIn Profile
The LinkedIn Profile has changed substantially over
the past few years with the company adding many
new and important features while eliminating others.
In mid-2013, the Profile’s structure and function are
better suited than ever before to capture and convey
an executive’s personal brand and leadership style.
6 *
* as of 12/11/2012
PART 6: THE NEW LINKED IN PROFILE

OLD
PROFILE
PAGE
NEW
PROFILE
PAGE
more more
The New LinkedIn Profile (as of December, 2012)

• Name
• Headline
• Activity (updates you share)
• Summary
• Experience
• Skills & Expertise
• Education
• Applications
• Certifications
• Recommendations
• Additional Information
• Personal Information
• Patents
• Publications
• Languages
more
Full list of sections
on the new LinkedIn
Profile (as of 12/11/2012)

Writing the Profile Summary
The Summary is the centerpiece of your profile
page. Some specific writing tips:
With regard to personal pronouns, write it in
the first person (I, me), not the third person
(he/she). “He/she” can make you sound
aloof or unapproachable.
Use the “Who/What/Goals” format:
Who are you?
What do you do?
What are your goals?
Be bold. Let your writing show an executive’s
command of language.



Who
What
Goals
Actually
recommended
by LinkedIn!

Billboard (or “Header”)
Recent updates you’ve made to your network (messages, announcements, etc…)
You can embed images and hyperlinks that support your message.
Name, Photo, Title or Tagline, Current Work, Previous Work, Location,
Education, Vanity URL, Network Connections, Access to Editing Features,
Membership Level, and Contact Information
Activity
Illustrative extracts from various LinkedIn Profiles: See End Notes for attribution

The single most important block of text on your Profile page. This is where you
write the branded description of who you are, what you do, and your value. A
clear, compelling Summary offers prospective employers a 360 -degree view
of your personal and professional attributes, something a resume can’t do.
Background: Summary
Background: Skills & Expertise
Make sure your listing of skills and experiences “synchs up” with information
contained in your professional resume.

The most important extracts from your professional resume need to be patched
into this area of the profile (with dates, titles, etc…). Unlike your professional
resume, the “Experience” area of your LinkedIn Profile needs to be a concise
listing of your professional experience with minimum subtending details.
Be sure the details of your resume “synch up” with whatever extracts you
decide to include in the Experience section of the profile.
Make sure you take the time to embed relevant keywords in the Experience
area for optimal SEO benefit.
Background: Experience

If you are involved with your community or public service groups, this is where
you can inform your network about your activities. Never underestimate the
power of networking and potential connections while engaged in volunteer
work.
As you did for your professional experience (earlier), you will need to take all
relevant extracts of your educational background from your professional
resume and patch them into this part of your LinkedIn Profile.
Background: Volunteer Experience & Causes
Background: Education

Background: Publications
Background: Projects
Background: Languages, Additional Info

A Traction Plan
for Executives
Based on my own research and the extensive resources
available on the Internet concerning executives using
LinkedIn, the following sixteen slides describe the actions,
tasks, and responsibilities necessary to achieve “transition
traction.” As with any effort truly worthwhile, they involve an
investment of time and resources … sometimes both.
7
PART 7: A TRACTION PLAN FOR EXECUTIVES

1
Have your LinkedIn Profile evaluated by a
profile specialist. Pay special attention to
branding, SEO, marketing & social media.
A LinkedIn Profile Traction Plan for Executives
Rationale
Benefit
Resources
While it’s tempting to evaluate your LinkedIn
Profile on your own, an objective 3rd party
(well-versed in the construction of LinkedIn
Profiles) can find and correct critical errors
more quickly.
The primary benefit of doing this is to ensure
that all key areas of profile development have
been addressed, including: branding,
marketing, SEO optimization, social media
connections, and high-impact writing.
It all needs
to be woven
into your Profile!
An extensive list of resources is provided at
the end of this e-book.
Also check LinkedIn’s online help facility:

Establish your Value Proposition. Know it
better than you know your own name.
Your elevator pitch is a direct by-product.
Rationale
Benefit
Resources
2
A rock-solid value proposition is the precursor
to a brand. Getting professionals to “see and
understand” your brand is critical to the
success of a fully optimized LinkedIn Profile.
If you haven’t done this already, do it now.
Capturing the value you add to a leadership
team is not as easy as it may sound, but the
ability to spontaneously articulate your value
gives you a substantial amount of credibility
and helps to create trust. Your true value
comes from an ability to exude confidence.

Use the Summary section of the Profile to
tell a compelling brand story. Make use of
rich media (e.g., video, slide deck, etc.)
Rationale
Benefit
Resources
3
Building an effective story makes it far easier
to engage those recruiters and decision-
makers we mentioned earlier. They want to
get to know the real you and nothing beats a
great story in doing that.
If stories are so universally engaging, it makes
sense that telling a truly great one (reflecting
time, thought and effort) gives you a unique
opportunity to do one of the most difficult
branding tasks of all: Differentiating yourself
from “the herd.” (Remember the zebras?)
Be sure to check out Jim Signorelli’s book: StoryBranding: Creating Stand-Out Brands Through the Power of Story.

Make sure your Profile photo is of studio
quality (a professional portrait). You can’t
escape it: Perception Matters!
Rationale
Benefit
Resources
4
While the quality of a profile photo may not
be a linchpin career determinant for
everyone on LinkedIn, it is clearly a linchpin
determinant for executives in transition. A
poor quality photo can be a brand-wrecker!
The traction gained from a professionally
done photo is the added “packaging clout” it
offers when combined with a dynamic tagline
and carefully chosen keywords. Every single
item you put in your billboard that screams
“value” helps to make you memorable!

Instead of a traditional title, consider a
tagline instead – to establish “marquee
value” for your name.
Rationale
Benefit
Resources
5
The bottom line in creating high-impact
executive LinkedIn Profiles is getting the
brand message right. Nothing reinforces a
brand message better than a punchy tagline.
It’s the gift of “stickiness” for mind share.
When recruiters do a Google search on your
name, guess what? In the LinkedIn listing,
not only will your name show up, but your
TAGLINE will, too! Extra branding power! All
with just a handful of carefully chosen words.
 It’s honest (you can deliver it consistently)
 It’s not boring or cliché
 It’s professional
 It’s original and unique (like your brand!)
 It’s yours (check U.S. Patent & Trademark office)
 It appeals to your target audience
 From 3 – 6 words at most
 Focuses on your core service
 It’s memorable
Qualities of a good tagline:

Set up a vanity URL for your LinkedIn
Profile
Rationale
Benefit
Resources
6
 http://www.linkedin.com/in/jenniferhartman
 http://www.linkedin.com/in/chiphartman
 http://www.linkedin.com/in/thomasjefferson
If you have a name that is unique to LinkedIn,
taking the time to change your profile’s URL
to a vanity URL (examples on left side of
page) can help you to keep your branding
consistent and easy to communicate.
There is SEO benefit in creating a “vanity
URL” on LinkedIn; so even if your name is
very common (shared by many other
individuals), find a way to append a syllable
so you can retain the name yet make it just
different enough so that people will find you.
Examples
 http://www.linkedin.com/in/sallysmith-ITexec

From your Profile page, set up links to
other social media (e.g., Facebook,
Twitter, Pinterest, Blog, etc.)
Rationale
Benefit
Resources
7
The rationale for this step is to broadcast your
brand value beyond the LinkedIn community.
A branded, optimized profile will give you
traction in your job search, but it cannot be the
brand’s only venue for doing so.
Establishing profiles on other social media sites
returns the outstanding benefit of “consistent
messaging” so that when your name and
tagline show up, so do all of the attributes
associated with them. Note: Don’t try to be
everywhere; just adopt those you can manage.

Your profile Summary must be written in
a way that shows mastery of language
and a high degree of creative expression.
Rationale
Benefit
Resources
8
You can have the best executive brand in the
world, but if it isn’t articulated in a clear,
concise and compelling way, it will offer you
very little traction. Bold and assertive
language always captures mind-share.
The obvious benefit is winning “virtual face
time” with a recruiter or decision-maker. The
not-so-obvious benefit is creating vivid imagery
in the minds of readers so that your online
presence is forceful and memorable. Some of
the best images are painted with words!

Write your Summary using the Who /
What / Goals format. It’s actually
recommended by LinkedIn and it works!
Rationale
Benefit
Resources
9
Who I am
What I do
Goals/Future
The molten core of your
brand. The “innermost you”
How the molten core is
leveraged to generate value
Show how you want to move
forward in your career.
The documentation world has known about
structured writing for a long time. Here’s a
chance for you to apply the principle to make it
easier for recruiters/decision-makers to absorb
the best possible cross-section of who you are.
There are three key benefits to this approach:
1) the progression is a natural “1-2-3”
sequence making it not only easy to read but
easy to remember; 2) it offers a possible
template for creating an elevator pitch; 3) it’s
clean, simple and still expressive.

Take advantage of “rich media” (videos,
podcasts, slide decks, etc.) to enhance the
value of your Profile page
Rationale
Benefit
Resources
10
Part of the raw horsepower of a well-crafted
LinkedIn Profile is the added value of visuals
(e.g., slide decks, videos, portfolios, etc.).
While it’s time-consuming to develop these
kinds of assets, they are great differentiators!
Investing the time and resources in adding
visual components to your profile tells
recruiters (and ultimate decision-makers) that
you care enough about your professional
brand to make it as appealing to the eye as to
the mind.

Commit to making frequent updates to
your Network. Embed links and visuals
(because now you can!)
Rationale
Benefit
Resources
11
hyperlink
visual
One powerful differentiator over which you
have great control is the frequency with which
you post updates on your LinkedIn home page.
A high level of engagement demonstrates
enthusiasm and can help build authority.
The most immediate benefits stemming from
frequent updates include: 1) the repetitive
value of your name/tagline (helping to get
mind share); 2) establishing authority; and 3)
conveying a strong leadership-style point of
view.

Rationale
Benefit
Resources
Cross-connect all parts of your network.
Ensure that “Updates” you publish are
linked to your other social media accounts.
12
Smart online marketers know that cross-linking
their social media venues gives them more
visibility and the likelihood of more “buzz”
about their products and services. The SEO
benefit from this strategy is enormous.
Traction Plan Item # 7 was all about
establishing your presence on multiple social
media sites. Item # 12 is about setting up the
architecture that will connect all of your
profiles and social media posts for “buzz value.”

Be sure to embed keywords in the
Summary and Experience for which you
want to be found during Internet searches.
Rationale
Benefit
Resources
13
Search
Engine
Optimization
One of the most difficult tasks facing anyone in
transition (not only executives) is “getting
found.” People looking for the talents you have
will use key phrases, words and terms in their
Internet searches. Make sure you’ve got yours.
The successful deployment of keywords in your
LinkedIn Profile helps people you care about to
find you. Once found, your LinkedIn Profile
typically shows up high on the list of search
results. You can make a great impression if
they see your branded profile first.

Make sure your resume experience is
synchronized with the “Experience”
section on your LinkedIn Profile.
Rationale
Benefit
Resources
14
Most people do not even attempt to copy the
full Experience section of their resumes into
their LinkedIn Profiles – primarily because that
defeats the purpose of the Profile. But
whatever does get transferred must “synch up”
both in terms of substance and chronology.
If you take the time to extract only the most
relevant pieces of your resume and trim down
the wording a bit, this makes it easier for the
recruiter/decision-maker to get an initial “first
impression” of you. If they like what they see,
they will return to your full resume.

Be an active participant in Groups and
follow Companies. This builds visibility
and shows your degree of engagement.
Rationale
Benefit
Resources
15
Use
Groups
• Exposure
• Visibility, Engagement
• Thought Leadership
• Authority
• Create Buzz
• Build Connections
• Brand Deployment
• Brand Story Channel
Those who get the most benefit from LinkedIn
are those who are active participants in its
connection-building features. LinkedIn Groups
allows you to identify and interact with a niche
or target audience … in short, a group of people
you genuinely want to influence.
The primary benefits of being active with
LinkedIn Groups are shown under the
illustration at left. They include: Exposure,
visibility, thought leadership, brand deployment
and creating “buzz” about your brand.

Stay current with LinkedIn’s ever-changing
features and functionality. Be sure to
check Jason Alba’s blog for guidance.
Rationale
Benefit
Resources
16
Recognizing that time is a scarce commodity,
it’s still a good idea to budget some portion of
the week to “dig in” to LinkedIn’s features and
functionality … both of which are continually
improving. (Recent improvements include a
change to “advanced search” and “contacts.”)
Mastery of LinkedIn may not be a #1 priority for
executives in transition, but a steady ramp-up
of your own knowledge pays dividends in terms
of brand awareness, ever-expanding visibility
(especially in front of those who matter most)
and getting your story “front and center.”
• Updates to LinkedIn
• Blog posts
• Webinars
• A balanced view (pros & cons)

1
2
3
4
5
67
8
9
10
Branded, Optimized, Rich Media, Brand Story,
High Engagement, FrequentUpdates, Active in
Groups. All writing is crisp, punchy, and free
of gobbledygook and corpspeak.
1 NO LINKED IN PROFILE
2 Sub-Standard Profile
3 Standard (Basic) Profile
4 Mildly Above-StandardProfile
5 Same as 4 + Minimal Branding
6
Minimal Branding, Non-
Optimized
7
Basic Branding, Some
Optimization
8 Basic Branding & Optimization
9
Branded, Optimized, Some Rich
Media
10
Branded, Optimized, Expert Use
of Rich Media
11
Branded, Optimized, Expert Use
of Rich Media , Brand Story
12
All of # 11 + Continual
Engagement, Updates, Groups
12
11
OFF-THE-CHARTS TRACTION!
The Executive LinkedIn Profile Traction Scale

Resources
In terms of quantity and variety of resources available on the
Internet for LinkedIn, there is a veritable embarrassment of
riches. In fact the pages that follow represent a radically
compressed list when compared to the original draft. The
entries shown in this section were chosen either because they
have special relevance for C-Level executives or because they
treat the subject in an unusually well-balanced way. Updates
to this e-book will include expanded resource listings.
8
PART 8: RESOURCES

Click on the PDF icon for free download
What a brand is and why you need to nuture yours How to build a personal brand from the ground up
Resources: Branding Theory & Brand-Building

Fifteen suggestions for Optimizing Your LinkedIn Profile
Resources: Turbocharge Your LinkedIn Profile

Your LinkedIn Summary: Is it a Grabber? (Carolyn Cohn)
http://www.compukol.com/blog/your-linkedin-summary-is-it-a-grabber/
Ten Ways to Use LinkedIn (Guy Kawasaki)
http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html#axzz1SKG9puWd
Ten Things You Must Do For LinkedIn Profile Completeness
http://windmillnetworking.com/2010/04/09/10-things-you-must-do-for-linkedin-profile-completeness/
Executive Branding and Your LinkedIn Profile (Meg Giuseppi)
http://www.job-hunt.org/guides/Job-Hunt-LinkedInEbook.pdf
Ten Steps to an Authentic, Magnetic Personal Brand (Meg Giuseppi)
http://executivecareerbrand.com/10-steps-to-an-authentic-magnetic-personal-brand/
My Best of LinkedIn Tips and Resources (Meg Giuseppi)
http://executiveresumebranding.com/my-best-of-linkedin-tips-and-resources/
Free Online Resources: Selected Articles

http://help.linkedin.com/app/answers/detail/a_id/34327
Profile Media Link Providers
What kind of media can I add to my profile?
Last Updated: 01/31/2013
Adding, Editing, or Removing Video, Presentations and Other Media on Your Profile
How do I display or change media on my profile?
What happened to my LinkedIn Applications?
Assistance with Applications
How do I get help with an application?
LinkedIn Learning Webinars
Do you offer any LinkedIn Learning Webinars?
Profile - Overview
What is my profile?
Last updated: 12/17/2012
Promoting Your Public Profile
How do I promote my LinkedIn public profile?
Managing Account Settings
Where do I change my account information and settings?
Editing Your Profile
How do I edit my profile?
Free Online Resources: LinkedIn’s New Profile Format (as of 12/11/2012)

Alba, Jason (Book: I’m On LinkedIn – Now What?)
Amicus BD
Arruda, William
Blake Project
Boscobel Marketing Communications (Baltimore, MD)
Brier, David
Brogan, Chris
Callahan, Jr. Edward C.
Clark, Brian
Colon, Rod (ETP Network Founder & CEO)
CommonCraft
Cone, Steve (Book: Powerlines)
Dixon, Kirsten
Dodaro, Melonie
Empowering Today’s Network (ETP Network)
Gershbein, J. D.
Giuseppi, Meg
Godin, Seth
Guarino, Dr. Walt
HubSpot (Cambridge, MA)
Kawasaki, Guy
Konrath, Jill
Latumahina, Donald
Montoya, Peter
Neubert, Reid M.
Owlish Communications (Chicago, IL)
Perry, Jack
Reid, Carl (ETP Network COO; SavvyIntrapreneur)
Rivkin, Steve
Schawbel, Dan
Scott, David Meerman
SGW Integrated Marketing Communications (Montville, NJ)
Sheridan, Marcus (The Sales Lion)
Signorelli, Jim (Book: Story Branding)
Slavkina, Olga (Schmoozy Fox)
Swartz, Eric (The Tagline Guru)
Trout, Jack (Book: Differentiate or Die)
Van Auken, Brad
Vaynerchuk, Gary
Zinger, David
LinkedIn and Branding Resources
Included in the following list of “key influencers” are some companies and organizations that have been powerful idea stimulators for me personally – and for many of my
networking friends and associates. In my view, they have demonstrable expertise with LinkedIn, personal branding and career ownership. Not only do they “get it,” they know
how to clearly communicate and share their expertise with others. I especially want to thank Dr. Walt Guarino for being my branding mentor and advisor.

Jason Alba
Rod Colón
Chip Hartman
The man who
wrote the book on
LinkedIn − literally!
Personal Brand
& Branding Specialist
CEO of ME, Inc.
Entrepreneur
CEO of ME, Inc.
Entrepreneur

Images used in this e-book
Images used in the preparation of this e-book were acquired from three sources: 1) Bigstockphoto.com; 2) iStockPhoto.com; and 3) Internet image searches.
Where images were used from general Internet image searches, the image source has been identified “on page” with a small blue button in the lower right
corner (“image credit”), hot-linked to its web location.
In the first two cases, appropriate licenses are on file. However some images obtained from general Internet searches were not traceable to their originators.
If you are the copyright holder of any image shown in this publication and would like the image either removed or appropriately attributed, please contact
Chip Hartman via e-mail at: chip@meridiasystems.com. Content will be adjusted accordingly within three to five days of receipt of your request.
In order to make this e-book as informative as possible, a profile belonging to Lauren Bowen (LinkedIn) was used as a graphical
template and then modified to display illustrative information pertaining to fictional character “Jennifer Hartman.” The Lauren
Bowen Profile was obtained from an Internet search for “LinkedIn Profile.” The source for the Lauren Bowen image can be found
by clicking on the “Image Credit” button below.
Note:
Despite numerous searches and inquiries, we have been unable to locate the source of the “head with logos” visual on Page 13.
If you are the copyright owner of this image, we ask that you send us an e-mail message so that we may properly attribute your
work (or remove it if you prefer).
chip@meridiasystems.com
End Notes, Attribution and Copyright Issues
Lauren Bowen’s Profile

Planning, scheduling,
strategy, information-gathering;
post-engagement support
Activities & tasks to
engineer branding &
optimization into the profile
The best way to add
differentiation value
WRITING BRANDING VISUALS
S E A M L E S S L Y I N T E G R A T E D
 
We also create brand stories for executive traction!
How We Build LinkedIn Profile Traction for Executives
This is our approach to branding & optimizing LinkedIn Profiles:

• to schedule a no-cost, no-obligation analysis of your current LinkedIn Profile
• to request a price list for LinkedIn Profile branding & optimization services
• to request information about LinkedIn Profile coaching or consulting
Contact Chip:
973 331-0948 (Office) Please call between 9 am and 2 pm (Eastern USA)
862 207-9504 (Mobile) Please call between 9 am and 2 pm (Eastern USA)
973 331-0937 (Fax) Available 24/7
chip@meridiasystems.com
LinkedIn Profile
Please note:
The new MeridiaSystems.com web site will be back online in late August, 2013.
How MeridiaSystems.com Can Help You
Chip Hartman

B R A N D T R A C T I O N
Your LinkedIn Profile should be an iconic representation
of your unique leadership value. If it is, you will have
for your executive job search.

Make your LinkedIn Profile
a Masterpiece!

Get Traction for your Executive Job Search with LinkedIn

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