linkedin 101 lunch n' learn
TRANSCRIPT
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LinkedIn 101: Making LinkedIn Work for You!Emily Mulloy, Talent Acquisition Coordinator-North America
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Why is it important?
› 332 million+ users• WIM: Limitless networking opportunities
› 43.2% of users spend 0-2 hrs on site per week• WIM: Short window of opportunity to make an
impression
› 22% of high level executives primarily use LinkedIn for industry networking
• WIM: Opportunity to make important connections; reminder that LinkedIn isn’t just for job-seekers
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Agenda
›Keyword Optimization
›Basic Profile Development
›Tool highlights
›Take-Away Items
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Keyword Optimization
› Foundation for later content discussion
› Boolean search method (AND, NOT, OR)
› Variable weighting given to each section• Headline & Roles with highest weighting
› Important to include generalized words and compensate for less common titles
• Ex. Business Partner | HR Generalist
• Live example (talent vs. recruiter)
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Keyword Activity
›Write down 2-3 keywords you can start incorporating into your profile today.
›How can you change your title to make it authentic, but also more generalized?
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Basic Profile Development
PhotoHeadline
Summary
Roles
Recommendations
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Photo
› Profiles with a photo 11x more likely to be visited
› Up to date
› Be wary of unintended messages
› Balance between displaying personality and conveying professional value
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Photo Experiment
› Conducted by Jason Seiden (CEO, Brand Amper)
› Posted variety of photos over the course of several months
› Measured effectiveness• Direct feedback
• Indirect feedback Profile views, connection requests, professional opportunities
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Photo Experiment: Which one “won?”
1 2 3
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Photo 1: The Headshot
› 75% scored it as high-performing
• But couldn’t explain why
› Minimal personality; too aggressive
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Photo 2: Mr. Nice Guy
› Inbox messages & connection requests exploded
• Inquiries for free advice
› Increased approachability
› Minimal professionalism lost image of valuable time
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Photo 3: The Screen Grab
› Best performer• Social proof of skills
• Approachable, but professional appearance
• Overall intriguing
› Run your own experiment
› No patience?• Think about audience & intended
message; seek feedback
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Headline
› Extra keyword weight• Be creative while still
optimizing
› Easy use:• Sales Recruiter
› Better use:• Talent obsessed recruiter passionate about attracting
top sales professionals
› Consider length, keywords, & authenticity
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Headline Activity
› Create a headline of your own! • Consider keywords and length
• Capture personal brand and personality
› Another example• Passionate about building Best-in-Class Global Sales
Teams
› Share!
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Summary
› “Relaxed business dinner”
› Consider intended audience
› Achievements, not tasks
› Where you’ve been, what you’re doing, & where you want to go
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Professional Roles
› Extra weighting in search algorithm
› Include all past professional roles• Contributes to current value as a professional
› Ex. HR Generalist with background in marketing has different value than an HR Generalist with a background in finance
› Describe roles, focusing on the most “important” tasks
• Emphasize accomplishments & unique value
› Add media, photos color
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Recommendations
› Adds credibility and personality social proof
› Be specific in your recommendation request• Why are you seeking a recommendation?
• What areas/projects would you like them to focus on?
• Offer value in return
› Who could you ask?
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Tool Highlights
› Blogging feature• Opportunity to become a thought leader and
contribute ideas
• Focus on quality, not quantity
• Forrester Social Media policies
› Connections• Find Alumni
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Tool Highlights, contd.
› Interests Groups• Important to vet before joining
› Activity, growth, industries, demographics
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Tool Highlights, contd.
› Analytics• Who’s Viewed You
› Profile views (y) actions taken (x)
› Keywords, demographics, etc.
• How You Rank
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Take-Away Items
› Pick an audience & intended goal• Tailor your format, content, and language for what
works for you
› Fill out profile first; seek connections later
› Rethink “anonymous” for personal networking
› Be explicit in networking endeavors
› Dedicate & participate! • Groups, connections, thought leadership
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Thank youEmily Mulloy, Talent Acquisition Coordinator- North America
LinkedIn: www.linkedin.com/in/emilymulloy
Twitter: @emulloy