2. Learning Objectives
1. Gain basic understanding of LinkedIn:
a. Member value propositions.
b. Network size.
2. Gain basic understanding of LinkedIn profiles:
a. Privacy.
b. Account types.
c. Basic Profile Sections.
I. How to access.
II. Suggestions and tips for your profile.
III. Access to sample profiles.
Donna Svei, Executive Resumes & LinkedIn Profiles
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3. LinkedIn
Global Professional Network
Three Member Value Propositions
1. Professional Identity.
Be the professional profile of record.
2. Network.
Connect of all the world’s professionals.
3. Knowledge.
Be the definitive professional publishing platform.
Donna Svei, Executive Resumes & LinkedIn Profiles
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5. US & APAC Membership
• US: 100+ million.
Over 57% of the working age US population has a LinkedIn profile.
• Asia/Pacific: 50+ million.
Membership tripled 2011 through early 2014.
Donna Svei, Executive Resumes & LinkedIn Profiles
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6. Benefits of a LinkedIn Profile
1. Increase your visibility.
a. Colleagues.
b. Other Stakeholders (exporters, importers, etc.).
c. Recruiters.
2. Control your first impression.
3. Build your personal brand.
a. An online resume.
b. Extensive brand building/story telling tools.
Donna Svei, Executive Resumes & LinkedIn Profiles
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9. Go to Your LinkedIn Account
1. Go to www.LinkedIn.com.
2. You will either be prompted to:
a. Open an account (simple).
b. Login (email address & password).
Donna Svei, Executive Resumes & LinkedIn Profiles
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10. Set Your Privacy Controls – Where
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11. Make Your Privacy Decisions -- Where
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12. More on Privacy
1. Consider your goals.
2. Let your goals inform your decisions.
3. Use Google to learn more about each option.
a. It will connect you to official LinkedIn information.
b. It will connect you to blog posts.
Donna Svei, Executive Resumes & LinkedIn Profiles
www.linkedin.com/in/donnasvei
13. Choose Your Profile/Account Type
1. None.
2. Basic (free).
3. Premium (monthly/yearly fee).
a. Job Seeker.
b. Business Plus.
c. Executive.
Donna Svei, Executive Resumes & LinkedIn Profiles
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14. Visibility of Profile Types
1. No profile: NO visibility.
2. Basic, free profile:
a. Visible to your network.
b. Visible to some recruiters.
c. Visible via search engines (if you make your profile “public.”)
d. Invisible to members you specifically block.
3. Premium profile:
a. Visible to all LI members, unless blocked.
b. Visible via search engines (if you make your profile “public.”)
Donna Svei, Executive Resumes & LinkedIn Profiles
www.linkedin.com/in/donnasvei
15. Features of Basic & Premium Accounts
(Beyond the scope of this webinar)
• Basic Account
See: http://buff.ly/1zN8dX4
• Premium Accounts
See: http://buff.ly/1zN8qtc
• Choice depends on your goals.
Donna Svei, Executive Resumes & LinkedIn Profiles
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16. Go To “Edit Profile” Mode -- Where
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17. 8 Key Profile Sections
1. Header.
2. Summary.
3. Experience.
4. Education.
5. Certifications & Licenses.
6. Languages.
7. Recommendations.
8. Endorsements.
You don’t have to build it all at once.
Donna Svei, Executive Resumes & LinkedIn Profiles
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18. 8 Header Elements
1. Name.
2. Photograph.
3. Headline.
4. Location.
5. Industry.
6. Customize your public profile & URL.
7. Contact information.
8. Background image & accessibility (premium).
Donna Svei, Executive Resumes & LinkedIn Profiles
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19. Profile: Click on Sections/Prompts to Edit
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20. Header: Name -- Where
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21. Header: Name – Details
1. First Name.
2. Last Name.
3. Credentials follow last name.
This LinkedIn database field has heavy SEO weight.
4. Former Name.
Donna Svei, Executive Resumes & LinkedIn Profiles
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22. Header: Photograph -- Where
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23. Header: Photo – More Where
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24. Header: Photograph
• Headshot.
Research says viewers spend most time on your profile here.
• In focus.
• Assess effectiveness at PhotoFeeler.com.
• Google “LinkedIn profile photo” for more tips.
Donna Svei, Executive Resumes & LinkedIn Profiles
www.linkedin.com/in/donnasvei
25. Header: Headline
1. Keywords first.
This database field has heavy LinkedIn SEO weight.
2. Personal brand builders next.
3. Examples:
a. “Executive Resume Writer | Retained Search Consultant | Career
blogger featured by Fast Co, Time, CBS News…”
b. “E&P professional with consistent record of increasing reserves,
production & cash flow”
c. “Corporate Tax & Customs Executive | CTO | Global 1000
Manufacturing & Distribution | US & Foreign Owned Firms”
Donna Svei, Executive Resumes & LinkedIn Profiles
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26. Header: Industry
• Structured drop down menu.
• Choices:
a. “Import & Export.”
b. “International Trade & Development.”
c. Your industry specialty.
d. The industry where you want to work.
Donna Svei, Executive Resumes & LinkedIn Profiles
www.linkedin.com/in/donnasvei
27. Header: Customize Public Profile/URL
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28. Header: Select Public Profile Elements
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30. Header: Custom URLs
1. Fit more easily than standard LI URLs on:
a. Business cards.
b. Resumes.
c. Professional bios.
d. Lists of meeting participants.
e. Etc.
2. Can be used for personal branding:
a. www.linkedin.com/in/JaneDoeMBA
b. www.linkedin.com/in/JohnDoeIntlTrade
c. www.linkedin.com/in/JaneDoeCPA
Donna Svei, Executive Resumes & LinkedIn Profiles
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31. Header: Contact Information -- Where
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32. Header: Detailed Contact Information
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33. Header: Background Image -- Where
• Premium accounts only.
• Hover cursor in background image area.
• “Edit background” will appear.
• Parameters: http://buff.ly/1D9ggnx
Donna Svei, Executive Resumes & LinkedIn Profiles
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34. Header: Background Images -- More
• Tremendous visual story telling opportunity.
• Help viewers visualize “who, what, where,
how” of what you do.
• Ideas:
1. Map that shows your geographical expertise.
2. Photo of you behind the podium at a speaking engagement.
3. Personal branding statement.
4. Google “LinkedIn background images” for ideas.
Donna Svei, Executive Resumes & LinkedIn Profiles
www.linkedin.com/in/donnasvei
36. Header: Premium Profile -- Where
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37. Header: Premium/Open Profiles
1. Help your stakeholders access your profile.
2. Some employers pay LinkedIn’s fees.
3. A MUST for job seekers.
Donna Svei, Executive Resumes & LinkedIn Profiles
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39. Summary Section
• Think “Executive Summary.”
• Use keywords.
This database field has heavy LinkedIn SEO weight.
• Examples:
1. Wanda Barquin | LinkedIn http://buff.ly/1Hx6gUJ
2. Sheila B. Storch, SPHR | LinkedIn http://buff.ly/1Hx6MCe
3. Phil Winner, MBA | LinkedIn http://buff.ly/1Hx7Gi0
Donna Svei, Executive Resumes & LinkedIn Profiles
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40. Experience Section
1. Bare minimum:
a. Employers (use keywords, heavy SEO weight).
b. Job titles (use keywords, heavy SEO weight).
c. Dates.
d. Last 10 years.
2. Copy and paste your resume (preferred):
a. Wanda Barquin | LinkedIn http://buff.ly/1Hx6gUJ
b. Sheila B. Storch, SPHR | LinkedIn http://buff.ly/1Hx6MCe
c. Phil Winner, MBA | LinkedIn http://buff.ly/1Hx7Gi0
Donna Svei, Executive Resumes & LinkedIn Profiles
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41. Education Section
• Relevant:
a. Graduate degrees.
b. Undergraduate degrees.
c. Certificate programs.
d. High school only if it shows multicultural background.
• Information:
a. Degree.
b. School.
c. Location.
d. Year (optional).
e. Honors.
Donna Svei, Executive Resumes & LinkedIn Profiles
www.linkedin.com/in/donnasvei
44. Recommendations Section
• Essential for credibility & personal branding.
• Possible referees:
a. Past/present managers.
b. Past/present stakeholders.
c. Past/present colleagues.
• How To: Ask for LinkedIn Recommendations,
http://buff.ly/1tJxzbM
Donna Svei, Executive Resumes & LinkedIn Profiles
www.linkedin.com/in/donnasvei
45. Skills & Endorsements Section -- Where
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47. Which Skills to Feature?
• Keywords, keywords, keywords.
Has LinkedIn SEO weight.
• Use LinkedIn’s “canned” keywords.
• Helpful for credibility & personal branding.
Donna Svei, Executive Resumes & LinkedIn Profiles
www.linkedin.com/in/donnasvei
48. Rich Media – Visual Story Telling
• Use videos & photos to tell your story.
Example: Rich Hirsch | LinkedIn http://buff.ly/1AuXLYe
• A picture is worth a thousand words.
• Where:
a. Background images.
b. Summary.
c. Experience (for one or more positions).
Donna Svei, Executive Resumes & LinkedIn Profiles
www.linkedin.com/in/donnasvei
49. More
• Slide deck posted at:
http://www.slideshare.net/DonnaSvei
• Connect with me on LinkedIn to access sample
LinkedIn profiles featured in deck:
www.linkedin.com/in/DonnaSvei
Donna Svei, Executive Resumes & LinkedIn Profiles
www.linkedin.com/in/donnasvei