1. KEY ELEMENTS: A PROFESSIONALS
GUIDE TO BRANDING
LAURA VIRILI
Keynote Speaker, Consultant, Coach
Social Media & Relationship Management
www.LauraVirili.com
@LauraVirili
LauraVirili.com
2. YOUR LINKEDIN PROFILE IMAGE
Your Photo Tips:
Professional photo
Business casual
Engaging & friendly
From waist, chest or shoulders up
Cropped & sized correctly
Great background, outdoor shots are fabulous!
Profiles with photos get 16x
more views than profiles
without photos. Check out
cheat sheet for tips & tricks.
Source: LinkedIn
!
Images: Stan Kaady Photography
3. YOUR NAME & HEADLINE/TITLE
Name: Add designations, certifications and advanced degrees: MBA, CPA, CFP®, CRPC ®,
etc. - 60 characters
Title: Shortened version of your profile - 120 characters
LauraVirili.com
4. NAME & HEADLINE/TITLE
Headline/Title:
Keyword Headline – professional keywords with personal interests/activities.
EXAMPLE: Influential Marketing Professional | Google Analytics Guru | World
Traveler | Yoga Enthusiast
Power Statement Headline – tells your story, compels people to want to read more!
EXAMPLE: Tech Specialist Devoted to Creating Stable, Scalable Solutions for
Businesses | Vice President Technology Manager XYZ Corp.
LauraVirili.com
5. YOUR CONTACT INFO
Because ‘Contact Info’ is only visible
to your 1st degree connections, be
sure to add the Additional Info/Advice
for Contacting section for anyone
visiting your profile to see that info:
LauraVirili.com
6. CUSTOMIZE YOUR URL
LauraVirili.com
LinkedIn will assign you a random
URL. To make your profile more
easily searchable on Google and
for others looking for you, change
the URL to something that better
matches your name.
In edit mode, click on the gear icon
next to your name. If available, use
just your first and last name. Be sure
to ‘Save’ once complete.
!
7. YOUR SUMMARY
Personal feel
Humanize yourself
Written in the first person
This is what I do
This is why I do it
This is how I do it
“I welcome a connection if…”
Contact Info
Common misspellings (your name,
company, etc.)
Hire a professional writer
who can convey what makes you “you” –
and your services unique and desirable.
Check out the cheat sheet for more
insight.
T: 804-750-2555
bob@andersadvertising.com
LauraVirili.com
8. YOUR EXPERIENCE
Describe your current position
List your previous experience
Rule of Thumb: For your current and
previous experience keep text concise
and to the point. No more than a
sentence or two, no more than 2-3
paragraphs per position. Remember to
use keywords!
LauraVirili.com
Ask for ‘Recommendations’ for each of position
you have held. You get what you give – so give
endorsements, easiest way, use Endorser, it does
the work for you: http://endorser.org/
9. JOIN GROUPS
Branding & Search-ability
Join up to 50
Displayed on your profile
Networking
Niche Markets
Hobbies
Alumni
Professional Designations
Charitable
35.5% of LinkedIn Users are in
1-9 Groups.
Source: SmartInsights Inc.
!
LauraVirili.com
10. SKILLS/ENDORSEMENTS
Showcase your top 10 skills
Demote the rest
Remove irrelevant skills
Ask for endorsements –
increases SEO
Receive more recommendations,
which helps you be found & relevant,
by using the steps found in the
appendix.
LauraVirili.com
11. GROUPS
Branding & Search-ability
Exponentially expands your network
Join up to 50
Displayed on your profile
Networking
Niche Markets
Hobbies
Alumni
Professional Designations
Charitable
35.5% of LinkedIn Users are in
1-9 Groups.
Source: SmartInsights Inc.
!
LauraVirili.com
12. GROUPS: ATTRACTING IDEAL CLIENTS
Consider joining groups:
o Comprised of like-minded individuals
o Focused on the services you provide
Attract ideal clients by:
o Initiating insightful dialogues
o Demonstrating your subject matter expertise by answering questions posted
by other participants
Attract Ideal Clients thru LinkedIn
Groups! Then stay active in the most
relevant Groups, 3-5 is ideal &
manageable.
LauraVirili.com
13. GET INFLUENCED
Follow Your Company’s
Influencer (if applicable)
Follow People You
Admire Both
Personally/Professionally
LauraVirili.com
Act like an Influencer… You
can post like one thru
LinkedIn Publisher!
14. ACT LIKE AN INFLUENCER
Share Content
Publish on
LinkedIn*
Get Noticed
Stay Top of Mind
& Tip of Tongue
LauraVirili.com
15. STAY ‘IN GOOD COMPANY’
Follow Your Company
Follow Companies Related
to Your Clients and Prospects
Follow Your Competition
Follow Companies of Interest
LauraVirili.com
16. YOUR COMPANY PAGE
Picture – Importance of
Promote your speakers
Promote your speakers posts
Post updates & track performance
Ask your speakers/clients to ‘Follow’
page thru posts and/or email
Ensure content is SEO friendly
Add a ‘Follow’ button to your
website/email signature
LauraVirili.com
17. KEY ELEMENTS CHECKLIST
* Details including sizes (in pixels), character limits, availability, etc. as of June 2015
LauraVirili.com
Top LinkedIn Elements Specs* Details
Photo 200x200px Professionally taken, business casual, friendly, engaging, approachable.
Name 60 chars Display your name as people know you. Include designations, certifications, advanced educational
degrees.
Headline/Title 120 chars Shortened version of what you do. Choose a keyword headline or a power statement headline.
Contact Info Complete your contact info. Note: Only visible to 1st degree connections.
Custom Website URL 256 chars Customize your LinkedIn URL. You have 29 characters after “www.linkedin.com/in/”.
Summary 2000 chars Differentiate yourself, written in the 1st person. Opportunity to make the right people ‘feel’ a
connection to you. Humanize yourself. Add keywords!
Experience 2000 chars A paragraph or two for each position you have held. Include only relevant positions.
Skills/Endorsement Showcase your top 10 skills, ask to be endorsed for your top 5, demote the rest
Groups Up to 50 Join Groups. Order them so the 7 most important show on your profile. Stay active with your top 3-5
groups thru relevant contributions.
Influencers 500+ There are 500+ LinkedIn Influencers. Follow the ones that you admire from a personal and professional
perspective.
Companies unlimited Follow your company, your competition, your client’s companies and companies of interest.
Publisher 40k Publish on LinkedIn just like an ‘Influencer’ – share your subject matter expertise and thoughts. Check
with your firm’s compliance group regarding e-communications created in support of you and your
practice. FINRA may classify it as adverting.
Printable Version
18. HOW TO EDIT YOUR LINKEDIN PROFILE
LauraVirili.com
From the LinkedIn menu go to
‘Edit Profile’ option. Once there,
simply click on the pencil icon
associated with the section you
would like to edit. Don’t forget
to ‘Save’ each section.
TIP! When making a lot of
changes to your profile turn
your ‘notifications’ off.
!
20. INCREASING YOUR SKILLS/ENDORSEMENTS
Step 1: Craft the Message to Your Connections
Hope this message finds you well! I would love to endorse you for your skills,
however I only want to endorse you for the ones you want highlighted. I know this
feature on LinkedIn helps when you are Googled and when HR reps and
recruiters are viewing your profile.
If you have a second, could you in turn endorse me for only these 5 skills:
1. Social Media
2. Marketing
3. Public Speaking
4. Coaching
5. Social Networking
Trying to give these 5 a lift. Please let me know what you would like me to
endorse you for!
Best,
Laura
www.linkedin.com/in/lauravirili.com
LauraVirili.com
21. Step 2: Select Your Connections
1. Go to
Connections on
menu bar
2. Sort by > Last
Name
3. Filter by >
Connections
Only
LinkedIn defaults to Sort by >
Recent Conversation, Filter by
> All Contacts
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INCREASING YOUR SKILLS/ENDORSEMENTS
LauraVirili.com
22. Step 3: Send the Message to Your Connections
1. Check Connections you want to endorse & request to
endorse you (50 recipients max)
2. Select ‘Message’
3. Populate Subject / Body with your message
4. Un-check ‘Allow recipients to see each other’s names…”
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2
3
4
LinkedIn
default: the box
is checked!
INCREASING YOUR SKILLS/ENDORSEMENTS