This fall's presentation on building a better LinkedIn profile, presented to Portland State University's CEPE.

1. Improving
Your
LinkedIn
Profile
Presented by Janet Johnson

2. • How
recrui*ng
has
changed
– Upping
the
odds
of
making
it
through
the
screen
• Prac*cal
*ps
for
cra9ing
your
career
profile:
– Cra9ing
a
resume
to
be
read
best
by
a
machine
– Crea*ng
your
personal
brand
on
LinkedIn
• Top
10
ac*ons
to
take
on
LinkedIn
• Top
10
phrases
to
avoid
on
LinkedIn
• Minding
the
edges
of
social
media
Our Agenda

3. Who’s Heard of Amy Cuddy?
Source:
Amy
Cuddy:
Your
Body
Language
Shapes
Who
You
Are
–
TED
Talk
Harvard
Social
Psychologist
2nd
most
watched
TED
talk
of
all
*me

4. Tiny Tweaks ! Big Changes
Source:
Amy
Cuddy:
Your
Body
Language
Shapes
Who
You
Are
–
TED
Talk

5.
Using LinkedIn to Build Your
Personal and Professional Brand

6. • 300M
members
• 41%
have
>500
connec*ons
– Up
from
30%
last
year
• 15%
have
>1,000
connec*ons
– Up
from
8%
last
year
• 48%
spend
2
hours
a
week
– Up
from
38%
last
year
• 18%
spend
>
7
hours
a
week
– Up
from
11%
last
year
• Outperforms
email
by
7:1
LinkedIn by the Numbers: Platform

7. LinkedIn vs. Google for People Search
• Google
is
too
broad
for
people
search
any
more
• We
have
much
more
context
in
LinkedIn

8. Most I know of recruiting comes from LinkedIn
Great
resource!

9. Modern Recruiting has Morphed

10. Job #1: Learn to write for a machine
to get through the screen
Source:
LinkedIn
12
Tips
to
Build
a
Stunning
Talent
Pipeline

11. Understand how recruiters search
Pepper
Your
Profile
with
Appropriate
Keywords

12. Leverage LinkedIn’s advice to recruiters

13. LinkedIn Uses Keywords to Recommend Talent
Source:
LinkedIn
Talent
Trends
2014

14. How Recruiters See You

15.
How
can
we
take
what
we
know
about
the
HR
recruiJng
process
and
apply
it
to
our
job
quests?
Questions so far?
Source:
DC
Comics’
Wonder
Woman

16.
Your LinkedIn Profile

17. Try Premium or Not?
IF
you’re
searching
for
a
job,
sign
up
for
your
free
month

18. Step One: Do THIS First
25%
of
LinkedIn
users
s*ll
don’t
know
about
this.
And
we
know
who
they
are!

19. Editing Your Profile – LinkedIn will Lead You Through the Process

20. How Anyone Sees You

21. Managing Your Public Profile: Summary

22. #1: Walk through ‘Improve/Complete your profile’

23. #2: Beef up your headline

24. #3: Claim your name

25. This is your professional brand…

26. Managing Your Public Profile: SEO

27.
He’s
grabbed
his
name
Excellent
Use
of
Title
Importance
of
Loca*on
In a crowded field – how to score in LinkedIn

28. Create an Engaging Photo
Your
photo
is
cri*cal
to
your
profile:
– “You’re
seven
?mes
more
likely
to
have
your
profile
viewed
if
you
have
one.
Like
a
house
that’s
on
sale,
the
assump*on
is
that
if
there’s
no
photo,
something’s
wrong.”
– HSN
Beauty
found
that,
when
paging
through
LinkedIn
profiles,
19%
of
recruiters
look
only
at
your
profile
picture.
• And
they’re
looking
for
your
energy,
more
than
anything…
– “No
dog,
no
husband,
no
baby!”
Your
photo
is
meant
to
show
you
at
your
professional—not
personal—best.

29. Quiz! Which is the best/worst profile photo?
Source:
newsle.com

30. Managing Your Public Profile: Content

31. Keywords are Critical in Your Summary: Let Premium
Help

32. Keywords are Critical in Your Summary: Let Premium
Help
Bonus:
Do
you
have
a
CTA
in
your
summary?

33. • Based
on
this
job
descrip*on,
you
might
use:
– Public
rela*ons
– Media
rela*ons
– Corporate
communica*ons
strategy
– Worked
with
execu*ve
team
– Built
internal
communica*ons
campaigns
– Developed
external
communica*ons
strategy
– Internal
communica*ons
strategy
– Implements
communica*on
tools
Use job descriptions to find good keywords

34. #5: Scrutinize your public profile

35. Don’t like who shows up on your public profile?

36. Curate your endorsements, recommendations
Endorsements:
a
Facebook-­‐ish
“Like”
for
business
skills…
BUT,
they’re
important
profile
keywords
Recommenda?ons
are
a
whole
new
level
of
engagement
–
a
“Comment”
instead
of
a
“Like”

37. Manage Your Profile - SEO
Members
who
list
skills
on
their
LinkedIn
profiles
receive
an
average
of
13
?mes
more
profile
views
than
those
who
don’t.

38. Skills are Keywords that Are Important in Searching
LinkedIn
Order
your
skills
by
desirable
traits
not
necessarily
by
endorsement
numbers

39. How to hide an endorsement
• Go
to
Edit
Profile
• Scroll
to
in
the
Skills
and
ExperJse
sec*on
of
your
LinkedIn
profile
• Find
the
skill
and
uncheck
the
box(es)
for
endorsements
you
want
to
hide
(like
Beer)
• 50
keywords
(I
mean
skills)
are
generally
available

40. • Curate
your
recommenda*ons
by
enthusiasm,
dates,
focus,
whatever
you
like.
• I
wrote
the
top
two
recommenda*ons
for
my
clients.
• They
appreciated
the
help.
I
appreciated
the
control
of
my
posi*oning.
Managing Your Public Profile: Recommendations

41. • Sprinkle
your
profile
with
appropriate
keywords
– Don’t
forget
it’s
how
you’ll
be
found
• Use
numeric
examples
– Increased
leads
by
1150%
y/y
• Show
your
style
–
sparingly,
but
show
it
– This
is
your
first
impression,
let
your
personality
shine
through
• Break
up
long
paragraphs
with
bullets
– People
have
very
short
ahen*on
spans
– Some
folks
prefer
to
scan
for
content
–
don’t
make
anyone
work
too
hard
• NEVER
claim
exper*se
or
experience
that
you
can’t
back
up
with
facts
#7: Use first person, active wordsas you write your
profile

42. Top 10 phrases to avoid on LinkedIn
I
haz
shame

43. Fix it! But don’t denude it

44. In One Month: Check Yourself in the Mirror

45.
Example Profiles

46. Easy to read
Scannable, with
links for reference
Side interests round
out the person

47. Easy to read
Promotional – you
can tell he’s in sales
Presents credibility
in awards, etc.

48. Easy to read
Quantifies chops
with links
Shows a sense of
humor

49. Continues with brilliant example of keywords in the
profile!

50.
Have
you
gathered
an
acJon
plan
for
your
profile
at
this
point?
How do you feel so far?

51.
Prospecting on LinkedIn

52. Status Updates: Understanding LinkedIn Trends
Members
who
share
content
on
LinkedIn
at
least
once
a
week
are
nearly
10
?mes
more
likely
to
be
contacted
than
people
who
don’t
share.

53. Managing
your
Public
Profile:
Content
Strategy
• Check
your
profile
every
day
to
review
your
own
updates
– Are
you
adding
value
by
sharing
the
right
kind
of
informa*on?
• Follow
the
6
-­‐
3
-­‐
1
rule
in
LinkedIn:
for
every
10
posts
– Six
educa*onal
posts
of
informa*on
in
your
industry
– Three
educa*onal
posts
that
you
or
your
company
authored
– One
promo*onal
post
about
your
services
Status
Updates
Will
Define
You
eMarketer

54. This is a 6 post in the 6:3:1 Rule

55. This is a 3 post in the 6:3:1 Rule

56. So
check
your
“Profile…
What
You’ve
Shared…”
stream
for
duplicates,
and
remove
them.
What you Like will be shared, as well as what you
Comment on…

57. Control your Group Settings: Interests…

58. How Do You Want to Be Perceived?

59.
Connecting on LinkedIn!

60. Once
you’ve
established
a
connec*on
in
person
or
via
email,
ask
if
it’s
okay
to
connect
with
them
via
LinkedIn
Then
remind
them
-­‐-­‐
in
the
connec*on
request
-­‐-­‐
that
you’ve
sent
them
an
email
asking
for
the
connec*on
in
LinkedIn
Make
sure
you
list
your
LinkedIn
URL
in
your
email
signature
Connect with your existing customers and prospects

61. • When
you
meet
someone
new,
ask
in
person
to
connect
on
LinkedIn
– Then
personalize
the
connec*on
request,
reminding
them
of
your
ini*al
mee*ng
or
conversa*on
(or
mutual
acquaintance)
Understanding Timing / Connection Requests

62. • Read
your
prospect’s
Company
Page
before
reaching
out
to
them
so
you
know
what’s
happening
before
you
speak
Follow Prospect Companies – and others like them
• Look
at
Companies/Profiles
using
“People
Also
Viewed”
to
find
other
prospects

63.
Minding the edges

64. • Some
recruiters
will
review
your
social
profiles
Most
hiring
managers
(and
potenJal
employees)
will
absolutely
look
you
up
• What
recruiters
are
looking
for:
1. Searchability
2. Who
You
Know
3. Personality
4. Staying
Engaged
5. Red
Flags
Your social profiles are important
Source:
Payscale.com

65. • Tweet
about
your
passions,
your
interests,
your
areas
of
job
growth
• RT
smart
content
• Have
conversa*ons
• Review
your
pages
regularly
• Be
interes*ng
or
funny
or
smart
…
be
true
to
you
Twitter: brand yourself appropriately

66. • According
to
Jobvite’s
2014
Survey:
• 55%
of
recruiters
have
reconsidered
hiring
a
candidate
based
on
their
social
profiles.
• 61%
of
those
decisions
were
nega*ve.
• Recruiters
are
looking
for
red
flags:
– Misspellings
– Profanity
– Poor
job
or
lifestyle
choices
– Sexual
content
Instagram or Facebook: when in doubt, don’t

67.
Questions?
Thank you!
/in/janetleejohnson