1. - Social Media Training - TiasNimbas – 05/01/2012 -
Social Media Training - TiasNimbas Utrecht 1 05/01/12

2. Introduction – Ayman van Bregt
- Co-founder NSMA
(Dutch Social Media
Academy)
- Digital Strategist with a
focus on turning digital (and
social) media into business
http://about.me/aymanvanbregt
Twitter: @aymanvanbregt
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3. Overview
1. Social media and recruitment
2. Everything you need to know about LinkedIn
3. Making LinkedIn work for you
Slides are available via http://www.slideshare.net/nsma
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4. 1. Social media and recruitment
 Defining social media
 The social media landscape: The Conversation Prism by Brian Solis
 The effect of social networking
 Social Technographics by Forrester
 Social media used around the world
 Social media used in business
 Social recruitment
 Social recruitment on LinkedIn
 Tips in using social media
Photo:
Cistar
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5. Defining social media
‘Social media describes
online tools and platforms
that people use to share
opinions, insights,
experiences and
perspectives with each
other.
Social media can take many
forms, including text,
images, audio and video.
Populair social mediums
include blos, message
boards, podcasts, wikis and
vlogs (2006)’
- Dion Hinchcliffe -
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6. Quiz
Based upon the definition of Social Media...
Do you consider yourself an active social media user?
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7. The social media landscape
‘Choose wisely
and go step by
step’
h,p://www.theconversa5onprism.com/
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8. The effect of social networking
- Strongly connected small networks
- Link to other networks
- Connected subnetworks
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9. The effect of social networking
Source:
Anatomy
of
Facebook
Research by Facebook and the University of Milan
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10. Social technographics (user activity)
Inac&ves
Spectators
Joiners
Collectors
Cri&cs
Creators
Do
not
use
View
and
Have
a
Collect
Respond
to
Produce
social
media
read
profile
on
a
webcontent
webcontent
webcontent
webcontent
social
network
site
‘Not everybody uses social media in the same way’
Source:
Forrester
Research
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11. Social media used around the world
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12. Social media used around the world
h,p://www.slideshare.net/stevenvanbelleghem/social-­‐media-­‐around-­‐the-­‐world-­‐2011
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13. Social media used in business
‘Conversations online outrank all traditional marketing channels’ (B2B)
Source:
GlobalWebIndex
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14. Social recruitment
Social
networking
sites are
important
sources for
recruitment
Source:
LinkedIn
Global
Recrui5ng
Trends
Survey
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15. Social recruitment
Overthink your online identity
Source:
Careerenlightment
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16. Social recruitment
LinkedIn is the
preferred
social network
for recruiters
to start.
Source:
LinkedIn
Global
Recrui5ng
Trends
Survey
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17. Social recruitment on LinkedIn
Many recruiters use LinkedIn as a tool
Source:
LinkedIn
Global
Recrui5ng
Trends
Survey
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18. Social recruitment on LinkedIn
Posting jobs...
How
companies
use LinkedIn
with open
positions
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19. Social recruitment on LinkedIn
Using ‘Talent Finder’...
How
companies
use LinkedIn
with open
positions
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20. Social recruitment on LinkedIn
Viewing information on profiles...
How
companies
use LinkedIn
with open
positions
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21. Social recruitment on LinkedIn
Searching on specific details...
How
companies
use LinkedIn
with open
positions
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22. Social recruitment on LinkedIn
Using Search Alerts...
How
companies
use LinkedIn
with open
positions
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23. The importance of social media
h,p://www.youtube.com/watch?v=VeP7AFwqHcQ
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24. Tips in using social media
1. Google yourself (including 123people.com)
2. Align with the platforms used by your key players (local
differences)
3. Position yourself and streamline your profiles on different social
networks
4. Inform your network regularly that you’re available for a new
position
5. Share your knowledge proactively instead of showing how
great you think you are
6. Use the power of 4 degrees of separation (warm introductions)
7. Start with giving and you’ll be receiving
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25. Overview
1. Social media and recruitment
2. Everything you need to know about LinkedIn
3. Making LinkedIn work for you
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26. 2. Everything you need to know about LinkedIn
 What is LinkedIn?
 Numbers and facts
 Characteristics
 The impact of LinkedIn
 Members’ activity
 100% profile completeness
 Applications
 Networking
 Groups
 Jobs
 Company pages
 Answers
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27. What is LinkedIn?
h,p://youtu.be/ZVlUwwgOfKw
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28. What is LinkedIn?
‘LinkedIn is the world’s largest professional network with over
135 million members and growing rapidly.
LinkedIn connects you to your trusted contacts and helps you
exhange knowledge, ideas, and opportunities with a broader
network of professionals’
Source:
LinkedIn
Help
Center
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29. Numbers and facts
- 44% North-America
- 22% Europe
- 3 million Dutch members
- 62% male, 38% female
- 24% entrepreneurs
- Business services and
technology are the most
represented industries
- 4 billion searches (2011)
Source:
LinkedIn
About
&
NSMA
Photo:
Lazy
Person
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30. Numbers and facts
h,p://www.slideshare.net/amover/linked-­‐in-­‐demographics-­‐and-­‐sta5s5cs-­‐2011
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31. Numbers and facts
h,p://www.slideshare.net/amover/linked-­‐in-­‐demographics-­‐and-­‐sta5s5cs-­‐2011
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32. Characteristics
LinkedIn is more
than an
online resume
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33. The impact of LinkedIn
‘LinkedIn provides work for an increasing amount of jobseekers’
Source:
Jobvite
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34. The impact of LinkedIn
‘LinkedIn generates twice the amount of leads as Twitter’
Source:
Pardot
(infographic)
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35. The impact of LinkedIn
Source:
LinkedIn
Press
Center
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36. The impact of LinkedIn
Source:
LinkedIn
Press
Center
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37. Members’ activity
35% checks profile daily
81% is a LinkedIn group member
C-level executives expand their network
Middle management maintain contacts
Entry level professionals seek jobs
42% update their profile regularly
90% is positive about LinkedIn
Source:
Lab
42
&
NSMA
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38. Members’ activity
Most activity
between 9-5
Increased activity
on mobile devices
in the evening
Most profiles
viewed during
office hours
Source:
Hubspot
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39. 100% profile completeness
Why a complete
profile?
Present yourself
as a professional
Higher ranking in
search results
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40. 100% profile completeness
 Your current position
 Two past positions
 Your education
 Your profile summary and specialties
 A profile photo
 At least three recommendations
 Tips
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41. 100% profile completeness – Current position
Link (if applicable) to company page
Provide extensive and relevant information
Use relevant keywords to describe yourself
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42. 100% profile completeness – Two past positions
Add your working history
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43. 100% profile completeness – Education
Link to your school
Add activities and
societies
Provide additional
notes to show more
of your personality
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44. 100% profile completeness - Summary and specialties
Keep it short and
simple
Focus on the key
message
Add specialties
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45. 100% profile completeness - a profile photo
This is how
people look at
a LinkedIn
profile
- Quality photo
- Professional
appearance
Source:
Eyetrack
Shop
- Friendly
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46. 100% profile completeness - three recommendations
Ask for recommendations
and show them on your
profile and the profile of
the person giving you the
recommendation
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47. Quiz
Who has got a profile on LinkedIn that is 100% complete?
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48. Set your language(s)
National and / or International?
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49. Avoid overused keywords
Creative
Multinational
Dynamic
Effective
Problem solving
Motivated
Managerial
Track record
Source:
LinkedIn
Press
Center
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50. Don’t exaggerate with keywords
Source:
Richard
van
der
Blom
Blog
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51. Add websites
Generate traffic
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52. Add sections to your profile
- Certifications
- Courses
- Honors and Awards
- Languages
- Organizations
- Projects
- Patents
- Skills
- Test Scores
- Volunteer Experience &
Causes
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53. Change the order of your profile
Let the most
important
sections stand
out
Drag to rearrange profile sections
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54. Applications
 Adding applications to your profile
 Twitter
 Slideshare
 Events
 Find more
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55. Applications – Adding applications to your profile
Applications add value to your profile
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56. Applications
Three recommended (if applicable) LinkedIn apps
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57. Applications - Tweets
- Add a Twitter ‘follow
button’ to your profile
- Redirect tweets
automaticly (or just tweets
with the hashtag #in)
- Use your LinkedIn profile
to get Twitter followers
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58. Applications - Slideshare
- Share your Slideshare
presentations via LinkedIn
- Show presentations
through thumbnails or a
complete player
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59. Applications - Events
- Find relevant events
- Show which events you
attent
- See who is also attending
- Add your own events to
the database
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60. Applications
Use
‘Browse More
Applications’ to
find more
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61. Networking
 1st, 2nd and 3rd degree connections
 People you may know
 Find connections through e-mail
 Who’s viewed your profile
 Search people
 Interact
 Status updates (what’s on your mind)
 Tips
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62. Networking - 1st, 2nd and 3rd degree connections
The networking
economy – We
are globally
connected...
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63. Networking - People you may know
LinkedIn shows
suggestions
based upon
information on
your profile and
your e-mail
addresses
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64. Networking - Find connections through e-mail
Select ‘Add
Contacts’
Enter your
e-mail address
Add the people
you know
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65. Networking - Who’s viewed your profile
See who has
visited your
profile recently
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66. Networking - Search People
‘Find new and
relevant
connections’
Set the search
mode to ‘People’
Create a relevant
query
Filter the search
results
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67. Networking - Interact
‘Expand your
network’
Always include a
personal message
1: Connect when you know the
person
2: Get introduced through a
connection
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68. Networking – Status updates
Show your expertise by sharing messages
Increase your visibility
Call to (inter)action
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69. Networking - Privacy settings
Do you want to browse anonymously
or show that you have visited a profile?
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70. Find new connections through status updates
Find
professionals
and start a
dialogue
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71. Groups
 Value
 Different types of groups
 Finding interesting groups
 View group statistics
 Interact with professionals
 Become an influential
 Groups and recruiters
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72. Groups - Value
Stimulate discussions
Share knowledge
Expand your business network
Stay informed
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73. Groups - Different types of groups
- Alumni groups
- Corporate groups
- Conference groups
- Networking groups
- Non profit groups
- Professional groups
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74. Groups - Different types of groups
Open groups: Closed groups:
Accessable for every user. To join ‘closed groups’ you have
You can join the group directly. to request a membership.
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75. Groups – Finding interesting groups
Set the search mode to
‘Groups’
Create a relevant query
Optional:
Select the group category
Select a language
Click on search
Browse the results
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76. Groups - View group statistics
Is the group
active and
relevant?
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77. Groups - Interact with professionals
Comment on discussions
‘Like’, ‘Follow’ or ‘Share’ a discussion
Start your own Discussion or Poll
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78. Groups - Become an influential
Influence members
of a group by
participating
actively
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79. Groups and recruiters
1. Identify recruiters that are important for you
2. Find out via their profile if they are members of groups on
LinkedIn
3. Join mutual groups
4. Share your knowledge and participate in active discussions or
start your own discussion
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80. Jobs
 LinkedIn jobs
 Job suggestions
 Search jobs
 Applying for a job
 Tips
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81. Jobs – LinkedIn jobs
Find relevant jobs by using the jobs section on
LinkedIn
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82. Jobs – Job suggestions
(The importance of relevant information
on your profile)
LinkedIn shows
suggestions based
on information on
your profile
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83. Jobs - Search jobs
Create a relevant query
Filter search results
Find matching jobs
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84. Jobs – Applying for a job
Apply directly or
on the company
website
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85. E-mail alerts
Receive e-mail
updates with
suggested jobs
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86. Save jobs
Save jobs and retrieve later
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87. Company pages
 Finding relevant company pages
 Follow company pages
 Get introduced
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88. Company pages - Finding relevant company pages
Set the search mode to
‘Company’
Filter search results
View company details
Follow company
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89. Company pages - Follow company pages
Stay up-to-date
View profiles of the
employees
Be the first to discover
new job openings
Show your interest in the
company
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90. Company pages - Get introduced
How many connections
link you to the
company?
Send a message and ask
for an introduction
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91. Answers
 Value
 Using Answers
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92. Answers - Value
Show your knowledge
Rated answers stage your expertise
Giving attention to your network
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93. Answers – Using Answers
Go to Answers (under More)
Browse questions from your
network
Browse questions in
categories
Ask questions
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94. Overview
1. Social media and recruitment
2. Everything you need to know about LinkedIn
3. Making LinkedIn work for you
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95. 3. Making LinkedIn work for you
 Goals
 Key players
 Activities and time
 Do’s and dont’s
 Tips
 Overview
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96. Making LinkedIn work for you - Goals
FOUT:
What are my Present yourself as an
goals? expert?
Generate business?
Follow competitors?
Find a job?
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97. Making LinkedIn work for you – Key players
FOUT:
Who do i need to
follow and target? Industry professionals?
Decision makers?
Recruiters?
Colleagues?
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98. Making LinkedIn work for you - Activities and time
What will you use and not use on LinkedIn?
100% Profile completeness?
Monitoring profile activity?
Join groups?
Monitor updates?
Use Answers?
How much time are you willing to spend?
15 minutes a day?
Half an hour weekly?
A couple of hours monthly?
Annually optimize your profile?
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99. Making LinkedIn work for you – Do’s and dont’s
 Present yourself a unique way
 Act and be social without putting the focus on selling yourself
 Keep your profile updated
 Interact with your connections (give attention) Do
 Send invitations without a personal note
 Share meaningless status updates
 Add too long descriptions and summaries on your profile
Don’t  Spam people
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100. Making LinkedIn work for you - Tips
1. Define yourself as a personal brand in three words
2. Search for these words on LinkedIn
3. Analyze the top 5 profiles and learn how to improve your profile
4. Monitor improvement with information and statistics of how
often you show up in searches
h,p://beknown.com/landing
h,p://branchout.com/
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101. Making LinkedIn work for you – Overview
 A complete profile with relevant keywords makes you stand out more and contributes to
be found better bij recruiters on LinkedIn
 Keep in touch with connections and expand your network
 Participate in groups and get noticed by recruiters and professionals
 Find relevant jobs and apply
 Follow companies to stay up to date
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102. Extra
h,p://www.youtube.com/watch?v=kJvAUqs3Ofg
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103. Extra
h,p://www.mbaonline.com/social-­‐job-­‐search/
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104. Extra
h,p://search.twi,er.com
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105. Contact
Connect with us...
ayman@nsma.nl
Twitter: @aymanvanbregt & @nsma_
LinkedIn: http://linkd.in/nsma
Presentation available via:
http://www.slideshare.net/nsma Follow our tips & tricks (Dutch)...
http://www.socialmediaacademie.nl
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