Get Traction for your Executive Job Search with LinkedIn
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The reason some of my C-Level friends weren't moving into their next leadership position had nothing to do with their qualifications -- it was a lack of TRACTION (polished elements that win ...

The reason some of my C-Level friends weren't moving into their next leadership position had nothing to do with their qualifications -- it was a lack of TRACTION (polished elements that win "mind-share") within their LinkedIn Profiles. For executives in transition, traction must be methodically embedded in LinkedIn profiles through high-impact writing, integrated visuals (rich media), and knockout personal branding. It also helps to have a mesmerizing story, too!

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Get Traction for your Executive Job Search with LinkedIn Presentation Transcript

  • 1. TRACTION for your Executive Job Search with Get Chip Hartman July 8, 2013 Written and Designed by GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 1 of 78  LinkedIn, the LinkedIn logo, the IN logo and InMail are registered trademarks or trademarks of LinkedIn Corporation and its affiliates in the United States and/or other countries.
  • 2. The competition for your next executive position – regardless of what it may be – is extreme. The dual pressures of an underperforming economy and breakaway social technologies have made the problem of differentiating yourself more challenging than ever before, yet that is exactly what must be done to secure your next executive position – or risk losing it to someone else. Professional resumes, while providing valuable work history, reveal little or nothing about values, character, and personality – things that executive recruiters need to know in order to place a candidate successfully. Fortunately, the business networking web site LinkedIn has a “profile” page which allows you to capture the best highlights of your resume and integrate them with the so-called “spotlight attributes” of your professional life (the ones you’d just LOVE to share with key decision-makers if you could just get some face time with them). Very simply, a strong LinkedIn Profile conveys personality and experience. It give you the power to broadcast your brand. The LinkedIn Profile page has become the primary gateway to millions of business professionals worldwide. It is the first page that executive recruiters and decision makers will see upon viewing search results for your name. The LinkedIn Profile is now the place to get “virtual face time” with the key people you want to influence. For that reason … and also because “you never get a second chance to make a great first impression,” … your LinkedIn Profile must be a showpiece that blends expert writing, distinctive branding, and compelling visuals – all in a very memorable way. In short, your profile must be a masterpiece. Once you’ve created that masterpiece, your LinkedIn Profile will deliver noticeably improved traction for your executive job search. Chip HartmanMeridiaSystems.com, LLC Integrated Writing, Branding & Visual Services Powerful  Polished  Professional LinkedIn Profile GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 2 of 78 A Message to Executives in Transition GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 3. The Number 1 Business Networking Web Site GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 3 of 78  LinkedIn, the LinkedIn logo, the IN logo and InMail are registered trademarks or trademarks of LinkedIn Corporation and its affiliates in the United States and/or other countries. Today, many C-Level executives find themselves in transition while maintaining current leadership positions … along with the full range of responsibilities and accountability that go with the territory. As a result, they find their time stretched to the limit and need to find ways to manage their career transition efficiently with the greatest opportunity for success. This E-book offers both the theory and practice of generating traction (via the LinkedIn Profile) for an executive’s job search. Introduction 1 PART 1: INTRODUCTION
  • 4. of business decision-makers in their company use 50% 41% Those using LinkedIn for marketing who have generated business with it: GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 4 of 78 LinkedIn: The Top Business Networking Site GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 5. Largest Business Networking Site in the World The Most Important Page on the LinkedIn web site All Social Media Sites (the full web site) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 5 of 78 Context and Focus for This E-Book GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 6. • Name, Title or Tagline • Unique Talents, Skills • Level of Activity & Engagement • Your Unique Value Proposition • Strongest Brand Attributes • Aspects of Personality • Visibility, Involvement • Leadership Attributes • Professional Experience • Notable Accomplishments • Personal Interests • Sense of Humor • Emotional Connection • Your Brand “Story” • Publications, Portfolios, Awards • Volunteer Activities GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 6 of 78 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH A Well-Crafted LinkedIn Profile Will Capture Your Personal Brand
  • 7. HOW WHAT do people first find you? should they see first? Your executive profile on: GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 7 of 78 (in Google’s search results) Why LinkedIn Profiles Matter GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH © 2012 Google Inc. All rights reserved. Google and the Google Logo are registered trademarks of Google Inc.
  • 8. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 8 of 78 PART 2: CHALLENGES FACING EXECUTIVES IN TRANSITION Executives anticipating a career change are faced with a multitude of challenges. Among the most difficult are: 1) getting their names and faces in front of executive recruiters and hiring managers; 2) creating “mind share” in the eyes of those key individuals; and 3) establishing and projecting their personal brands. True executive leadership requires crystal clear “leadership DNA” … but the trick is how to get others to not only see it, but place a high value on it as well. Challenges Facing Executives in Transition 2
  • 9. No offense, but this is what you look like to decision makers and recruiters … GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 9 of 78 Visibility and Differentiation: The Problem GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 10. But this is what you NEED to look like … GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 10 of 78 Visibility and Differentiation: The Goal GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 11. RECRUITER / DECISION-MAKER YOUR OBJECTIVEYOUR LINKED IN PROFILE (while reviewing your LinkedIn Profile) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 11 of 78 Acquiring Decision-Maker “Mind Share” GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 12. THE ONLY WAY TO GET THIS GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 12 of 78 Getting Mind Share Means Creating IMPACT! GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 13. Executive Recruiters, Hiring Managers and Decision-Makers (ERs/HMs/DMs) don’t really “see people” … They see BRANDS. WHY? GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 13 of 78 A Closer Look at the Decision-Maker’s Brain GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 14. Their desks are flooded with resumes and cover letters that are heavily focused on skills and experience. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 14 of 78 Here’s One Big Reason Why … GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 15. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 15 of 78 “Sure, he’s got great leadership skills and lots of relevant experience. But is that enough to make him the top candidate for this executive position?” “Here are some things we want to know that his resume can’t tell us …” • How well can he communicate his ideas? • Do we see a satisfactory level of engagement with his audience? • Does he offer evidence of the unique value he claims to have? • What can we learn about his personality, habits, or leadership qualities? • What is there about him that makes him stand out as an ideal fit for the position? • Does his career path show he’s on a growth trajectory? Joe Q. Candidate How can I get “face time” with these recruiters & decision-makers? Rhonda Recruiter Denise Decision-Maker But ERs, HMs & DMs Want More Than Just Experience! GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 16. Resume LinkedIn Profile GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 16 of 78 • Often wordy, overly detailed & loaded with “corpspeak” • Tends to focus on experience and skills • Rarely captures a candidate’s personal brand • Seldom includes visual enhancement • If constructed properly, offers a concise view of you • Captures more relevant information for hiring decisions • Through visuals, can communicate value & leadership • If written properly, conveys an individual’s brand Your LinkedIn Profile is the next best thing to actual face time with recruiters and decision-makers. Put yourself in the shoes of the recruiter or decision- maker. You have a limited amount of time to learn as much as you can about many qualified candidates. Which One Would YOU Look at First? GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 17. • Identifies your unique talents, skills, qualities • Highlights your “signature” brand attributes • Shows your level of “connectedness” • Demonstrates your level of engagement (updates) • Identifies your “differentiated value” • Reveals elements of your personality • Reveals your leadership skills • Establishes credibility & relevance • Tells “your story” … in a compelling way! Instant Snapshot Of Who You Are Real Time Updates for Your Network Background including: Summary, Skills, Expertise & Selected Excerpts from Your Resume ERs/HRs/DMs* get a 360 degree view of you – not just as a candidate, but as a person … and that’s vitally important to them! Here’s what your profile does for you: GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 17 of 78 more *ERs/HRs/DMs = Executive Recruiters, Hiring Managers, Decision-Makers The Profile Provides a “360 Degree View” of Who You Are GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Provides a trim, compelling “snapshot of value”
  • 18. Use the digital broadcasting power of your LinkedIn Profile to: WHAT … HOW … Make a compelling case for the talent and value you offer Through the use of rich media, embed a slide on your profile that matches your accomplishments with industry requirements or expectations. Think: “Visual T-Letter” Tell your own executive leadership story without being perceived as “grandstanding” Create a slide deck or video that frames you as the “hero” of a challenging leadership venture (don’t forget: people love stories and they are especially attracted to the video format). Convey a unique attitude or point of view (not only is it welcome, it’s encouraged) The “Summary” section of your LinkedIn Profile is THE place for you to express yourself – without reservation. Be bold: This is the section that recruiters and decision- makers look at first! Write with “first person passion.” Don’t just SAY you’re a “thoroughly engaged leader” … PROVE IT (by what you share, display, or create) Post periodic updates to your Network; embed links to supporting articles, blog posts, industry news. Here’s where you can establish genuine credibility & authenticity. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 18 of 78 Try Doing THIS With Just a Resume! GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 19. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 19 of 78 Branding is Critical For Traction Establishing a personal brand is critical for generating a LinkedIn Profile that commands attention. If differentiating yourself from others who have comparable credentials is important (and who could logically argue that it isn’t?) then getting that brand pinned down and deploying it strategically throughout your LinkedIn Profile must be Priority # 1. 3 PART 3: BRANDING IS CRITICAL FOR TRACTION
  • 20. Personal branding is all about influence, perception, and reputation. The central question that personal branding tries to answer is this: How can I influence the perceptions that others have of me in order to enhance my reputation? One of the better definitions for personal brand is: A personal brand is the “mental picture” others have of you. It’s the sum total of values, talents and behaviors that others tend to automatically associate with you. Perception Influence Reputation GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 20 of 78 Why Branding is Critical for Traction GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 21. • Offerings • Customers • Compelling Reason To Act (CRTA) • Experience • Benefits • Cost • Time • Alternatives • Advantages • Engagement A rock-solid value proposition is the precursor to a powerful brand. Perceived Cost Perceived Value … And this is the “balance” it should convey: If this is how people perceive your value, you’re doing something VERY RIGHT! These are the elements of a Value Proposition … View a great reference for writing your value proposition here. Click on the web page icon to view the article GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 21 of 78 Build and Know Your Value Proposition GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 22. If given one chance .. in just 30 seconds … could you state your value proposition in a way that makes a clear, compelling case for decision-makers to give you serious consideration? Think of it as the “press conference” test. You’ve got just one shot to get it right. Is it ready? Are you ready? GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 22 of 78 Communicate Your Value Proposition With Impact GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 23. Does my network (or do my customers) know I’m “out there?” What do I do better than anyone else? What makes me the “go to” leader? Am I perceived as being authentic? Genuine? Believable? What are the benefits of doing business with me? Do people feel an emotional connection with me or my services? The way to think about your brand – when you’re just starting your brand journey: GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 23 of 78 Personal Branding Basics GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 24. Strengths Unique Value Visibility Relevance Consistency Over Time Differentiation Authenticity Emotional Connection Credibility Unique Identity A Well-Branded Profile will capture these for you GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 24 of 78 Personal Branding Basics (continued) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 25. Branding is whatever you do to influence themYour brand is whatever they say it is GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 25 of 78 A memorable brand story A dazzling LinkedIn Profile A killer web site Spectacular videos High-impact writing High level of engagement on social media “Think like the publisher of great content, not the advertiser of a great product.” ― David Meerman Scott BRANDING The Difference Between BRAND and BRANDING GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH BRAND
  • 26. MAINTENANCE DEPLOYMENT DESIGN & DEVELOPMENT DISCOVERY PLANNING GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 26 of 78 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Summary View of the Branding Process
  • 27. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 27 of 78 Expanded View of the Branding Process GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH This is where career traction is first created …
  • 28. People are brands People are not brands “The Brand Called You” by Tom Peters 8/31/1997… Click the button to read the article “R.I.P. Personal Branding” by Olivier Blanchard 1/3/2012 … Click the button to read the article GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 28 of 78 Different Perspectives on Personal Brands GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 29. Formula Developed by David Zinger, Winnipeg, Canada = (Strengths + Value + Visibility) x Engagement Still one of the most concise explanations of personal branding, this one-line formula developed by David Zinger captures the dynamics which drive anyone’s brand. Implicit in this formula is that the individual to which it pertains is fully aware of his/her strengths, value, visibility and engagement. The real strength behind the formula can be seen when it is algebraically rewritten in the following manner: Brand = (Strengths x Engagement) + (Value x Engagement) + (Visibility x Engagement) In this context, the formula can be re-stated as follows: “The degree to which you identify and cultivate your strengths coupled with the degree to which you identify and cultivate your value combined with the degree to which you identify and cultivate your visibility determines the strength and impact of your personal brand.” Your Your Your The degree to which you’re actively involved with each of the three GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 29 of 78 A Mathematical View of Your Brand GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 30. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 30 of 78 If your branding efforts gradually move you toward that magical “sweet spot,” your brand is rock-solid. It doesn’t get much better than this! The Mt. Everest of Personal Branding GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 31. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 31 of 78 Branded Profiles Help Executives AND Recruiters It almost seems like the perfect marriage: The one resource that executive recruiters rely on most heavily just happens to be the same resource that executives depend on to get “found” and acquire valuable mind share. Both groups are hanging out in the same space, looking for each other. How convenient is that? 4 PART 4: WHY EXECUTIVES NEED A WELL-BRANDED PROFILE
  • 32. Enables you to find decision-makers and advocates Allows you to research the competition Allows you to broadcast your personal brand to the world Allows you to share your expertise with the world Gives decision-makers a “360-degree view” of who you are For those without a web site, provides a “web presence” Allows you to be seen as a “thought leader” GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 32 of 78 Page 1 of 2 Continued … LinkedIn Profile “Brand Benefits” for Executives GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Executive in Transition
  • 33. Establishes Your Digital Marketing Hub Offers Proof That You Walk Your Talk Presents You as Someone With Personality AND Substance A Golden Opportunity for a First Impression Masterpiece Promotes a “Benchmark-Me-Against-Anyone” Attitude Increases “Findability” and Visibility Through Keywords Offers Real-Time Control & Dynamic Updates GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 33 of 78 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Page 2 of 2 Executive in Transition LinkedIn Profile “Brand Benefits” for Executives (continued)
  • 34. Huge savings $$$ compared to traditional “job boards” Greatly reduces resume reading time Convenient way to gauge activity and visibility Global talent available 24/7/365 A unique way to evaluate a candidate’s personal brand Outstanding search and research functionality Ready-made database of millions of professionals GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 34 of 78 LinkedIn’s Benefits for Recruiters GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Executive Recruiters Hiring Managers Decision-Makers
  • 35. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 35 of 78 The Awesome Power of Story As long as you’re going to convey your brand on your LinkedIn Profile (and you must if you expect to get traction), use the knockout power of story to do the heavy lifting. Remember “mind share” and “virtual face time?” Nothing beats a captivating story for conveying brand value and becoming memorable. 5 PART 5: THE AWESOME POWER OF STORY
  • 36. Great brands usually have a great story to tell Steve Jobs What’s yours? GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 36 of 78 The Awesome Power of Story (continued) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 37. Houston, TX GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 37 of 78 The Awesome Power of Story (continued) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH What happens when a team of downsized rocket scientists enters the Houston area workforce and challenges the status quo on performance standards? Let’s just say that the traditional project management playbook gets a truly astronomical facelift - thanks to one woman's ability to connect the dots between two radically different worlds!
  • 38. Meet Marcus Sheridan, “The Sales Lion” Meet Marcus Sheridan, “The Sales Lion.” Marcus not only has one the best brand story videos on the Internet, he even offers a full page of tips and suggestions on how you can make one for yourself. While the back story about the video is fascinating, its core message is this: Anyone can gradually accumulate “authoritative stature” in their field(s) of expertise by simply writing and publishing what they know best and helping others to understand it easily and comfortably. Marcus started out selling swimming pools then shifted his focus to leverage inbound marketing to share his valuable experience in the pool industry. He is living proof that “teaching sells” and that picking up traction for your brand has far more to do with sharing than advertising. Click the red button to visit The Sales Lion’s “Personal Branding Video” page. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 38 of 78 The Awesome Power of Story (continued) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 39. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 39 of 78 The New LinkedIn Profile The LinkedIn Profile has changed substantially over the past few years with the company adding many new and important features while eliminating others. In mid-2013, the Profile’s structure and function are better suited than ever before to capture and convey an executive’s personal brand and leadership style. 6 * * as of 12/11/2012 PART 6: THE NEW LINKED IN PROFILE
  • 40. OLD PROFILE PAGE NEW PROFILE PAGE GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 40 of 78 more more The New LinkedIn Profile (as of December, 2012) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 41. • Name • Headline • Activity (updates you share) • Summary • Experience • Skills & Expertise • Education • Applications • Certifications • Recommendations • Additional Information • Personal Information • Patents • Publications • Languages GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 41 of 78 more The New LinkedIn Profile (as of December, 2012) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Full list of sections on the new LinkedIn Profile (as of 12/11/2012)
  • 42. Writing the Profile Summary GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 42 of 78 The Summary is the centerpiece of your profile page. Some specific writing tips: With regard to personal pronouns, write it in the first person (I, me), not the third person (he/she). “He/she” can make you sound aloof or unapproachable. Use the “Who/What/Goals” format: Who are you? What do you do? What are your goals? Be bold. Let your writing show an executive’s command of language. The New LinkedIn Profile (as of December, 2012) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH    Who What Goals Actually recommended by LinkedIn!
  • 43. Billboard (or “Header”) Recent updates you’ve made to your network (messages, announcements, etc…) You can embed images and hyperlinks that support your message. Name, Photo, Title or Tagline, Current Work, Previous Work, Location, Education, Vanity URL, Network Connections, Access to Editing Features, Membership Level, and Contact Information Activity GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 43 of 78 The New LinkedIn Profile (as of December, 2012) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Illustrative extracts from various LinkedIn Profiles: See End Notes for attribution
  • 44. The single most important block of text on your Profile page. This is where you write the branded description of who you are, what you do, and your value. A clear, compelling Summary offers prospective employers a 360 -degree view of your personal and professional attributes, something a resume can’t do. Background: Summary Background: Skills & Expertise Make sure your listing of skills and experiences “synchs up” with information contained in your professional resume. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 44 of 78 The New LinkedIn Profile (as of December, 2012) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Illustrative extracts from various LinkedIn Profiles: See End Notes for attribution
  • 45. The most important extracts from your professional resume need to be patched into this area of the profile (with dates, titles, etc…). Unlike your professional resume, the “Experience” area of your LinkedIn Profile needs to be a concise listing of your professional experience with minimum subtending details. Be sure the details of your resume “synch up” with whatever extracts you decide to include in the Experience section of the profile. Make sure you take the time to embed relevant keywords in the Experience area for optimal SEO benefit. Background: Experience GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 45 of 78 The New LinkedIn Profile (as of December, 2012) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Illustrative extracts from various LinkedIn Profiles: See End Notes for attribution
  • 46. If you are involved with your community or public service groups, this is where you can inform your network about your activities. Never underestimate the power of networking and potential connections while engaged in volunteer work. As you did for your professional experience (earlier), you will need to take all relevant extracts of your educational background from your professional resume and patch them into this part of your LinkedIn Profile. Background: Volunteer Experience & Causes Background: Education GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 46 of 78 The New LinkedIn Profile (as of December, 2012) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Illustrative extracts from various LinkedIn Profiles: See End Notes for attribution
  • 47. Background: Publications Background: Projects Background: Languages, Additional Info GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 47 of 78 The New LinkedIn Profile (as of December, 2012) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Illustrative extracts from various LinkedIn Profiles: See End Notes for attribution
  • 48. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 48 of 78 A Traction Plan for Executives Based on my own research and the extensive resources available on the Internet concerning executives using LinkedIn, the following sixteen slides describe the actions, tasks, and responsibilities necessary to achieve “transition traction.” As with any effort truly worthwhile, they involve an investment of time and resources … sometimes both. 7 PART 7: A TRACTION PLAN FOR EXECUTIVES
  • 49. 1 Have your LinkedIn Profile evaluated by a profile specialist. Pay special attention to branding, SEO, marketing & social media. A LinkedIn Profile Traction Plan for Executives GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 49 of 78 Rationale Benefit Resources While it’s tempting to evaluate your LinkedIn Profile on your own, an objective 3rd party (well-versed in the construction of LinkedIn Profiles) can find and correct critical errors more quickly. The primary benefit of doing this is to ensure that all key areas of profile development have been addressed, including: branding, marketing, SEO optimization, social media connections, and high-impact writing. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH It all needs to be woven into your Profile! An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility:
  • 50. Establish your Value Proposition. Know it better than you know your own name. Your elevator pitch is a direct by-product. Rationale Benefit Resources 2 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 50 of 78 A rock-solid value proposition is the precursor to a brand. Getting professionals to “see and understand” your brand is critical to the success of a fully optimized LinkedIn Profile. If you haven’t done this already, do it now. Capturing the value you add to a leadership team is not as easy as it may sound, but the ability to spontaneously articulate your value gives you a substantial amount of credibility and helps to create trust. Your true value comes from an ability to exude confidence. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility:
  • 51. Use the Summary section of the Profile to tell a compelling brand story. Make use of rich media (e.g., video, slide deck, etc.) Rationale Benefit Resources 3 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 51 of 78 Building an effective story makes it far easier to engage those recruiters and decision- makers we mentioned earlier. They want to get to know the real you and nothing beats a great story in doing that. If stories are so universally engaging, it makes sense that telling a truly great one (reflecting time, thought and effort) gives you a unique opportunity to do one of the most difficult branding tasks of all: Differentiating yourself from “the herd.” (Remember the zebras?) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility: Be sure to check out Jim Signorelli’s book: StoryBranding: Creating Stand-Out Brands Through the Power of Story.
  • 52. Make sure your Profile photo is of studio quality (a professional portrait). You can’t escape it: Perception Matters! Rationale Benefit Resources 4 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 52 of 78 While the quality of a profile photo may not be a linchpin career determinant for everyone on LinkedIn, it is clearly a linchpin determinant for executives in transition. A poor quality photo can be a brand-wrecker! The traction gained from a professionally done photo is the added “packaging clout” it offers when combined with a dynamic tagline and carefully chosen keywords. Every single item you put in your billboard that screams “value” helps to make you memorable! GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility:
  • 53. Instead of a traditional title, consider a tagline instead – to establish “marquee value” for your name. Rationale Benefit Resources 5 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 53 of 78 The bottom line in creating high-impact executive LinkedIn Profiles is getting the brand message right. Nothing reinforces a brand message better than a punchy tagline. It’s the gift of “stickiness” for mind share. When recruiters do a Google search on your name, guess what? In the LinkedIn listing, not only will your name show up, but your TAGLINE will, too! Extra branding power! All with just a handful of carefully chosen words. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH  It’s honest (you can deliver it consistently)  It’s not boring or cliché  It’s professional  It’s original and unique (like your brand!)  It’s yours (check U.S. Patent & Trademark office)  It appeals to your target audience  From 3 – 6 words at most  Focuses on your core service  It’s memorable Qualities of a good tagline: A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility:
  • 54. Set up a vanity URL for your LinkedIn Profile Rationale Benefit Resources 6 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 54 of 78  http://www.linkedin.com/in/jenniferhartman  http://www.linkedin.com/in/chiphartman  http://www.linkedin.com/in/thomasjefferson If you have a name that is unique to LinkedIn, taking the time to change your profile’s URL to a vanity URL (examples on left side of page) can help you to keep your branding consistent and easy to communicate. There is SEO benefit in creating a “vanity URL” on LinkedIn; so even if your name is very common (shared by many other individuals), find a way to append a syllable so you can retain the name yet make it just different enough so that people will find you. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Examples A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility:  http://www.linkedin.com/in/sallysmith-ITexec
  • 55. From your Profile page, set up links to other social media (e.g., Facebook, Twitter, Pinterest, Blog, etc.) Rationale Benefit Resources 7 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 55 of 78 The rationale for this step is to broadcast your brand value beyond the LinkedIn community. A branded, optimized profile will give you traction in your job search, but it cannot be the brand’s only venue for doing so. Establishing profiles on other social media sites returns the outstanding benefit of “consistent messaging” so that when your name and tagline show up, so do all of the attributes associated with them. Note: Don’t try to be everywhere; just adopt those you can manage. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility:
  • 56. Your profile Summary must be written in a way that shows mastery of language and a high degree of creative expression. Rationale Benefit Resources 8 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 56 of 78 You can have the best executive brand in the world, but if it isn’t articulated in a clear, concise and compelling way, it will offer you very little traction. Bold and assertive language always captures mind-share. The obvious benefit is winning “virtual face time” with a recruiter or decision-maker. The not-so-obvious benefit is creating vivid imagery in the minds of readers so that your online presence is forceful and memorable. Some of the best images are painted with words! GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility:
  • 57. Write your Summary using the Who / What / Goals format. It’s actually recommended by LinkedIn and it works! Rationale Benefit Resources 9 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 57 of 78 Who I am What I do Goals/Future The molten core of your brand. The “innermost you” How the molten core is leveraged to generate value Show how you want to move forward in your career. The documentation world has known about structured writing for a long time. Here’s a chance for you to apply the principle to make it easier for recruiters/decision-makers to absorb the best possible cross-section of who you are. There are three key benefits to this approach: 1) the progression is a natural “1-2-3” sequence making it not only easy to read but easy to remember; 2) it offers a possible template for creating an elevator pitch; 3) it’s clean, simple and still expressive. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility:
  • 58. Take advantage of “rich media” (videos, podcasts, slide decks, etc.) to enhance the value of your Profile page Rationale Benefit Resources 10 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 58 of 78 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility: Part of the raw horsepower of a well-crafted LinkedIn Profile is the added value of visuals (e.g., slide decks, videos, portfolios, etc.). While it’s time-consuming to develop these kinds of assets, they are great differentiators! Investing the time and resources in adding visual components to your profile tells recruiters (and ultimate decision-makers) that you care enough about your professional brand to make it as appealing to the eye as to the mind.
  • 59. Commit to making frequent updates to your Network. Embed links and visuals (because now you can!) Rationale Benefit Resources 11 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 59 of 78 hyperlink visual GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility: One powerful differentiator over which you have great control is the frequency with which you post updates on your LinkedIn home page. A high level of engagement demonstrates enthusiasm and can help build authority. The most immediate benefits stemming from frequent updates include: 1) the repetitive value of your name/tagline (helping to get mind share); 2) establishing authority; and 3) conveying a strong leadership-style point of view.
  • 60. Rationale Benefit Resources Cross-connect all parts of your network. Ensure that “Updates” you publish are linked to your other social media accounts. 12 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 60 of 78 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Smart online marketers know that cross-linking their social media venues gives them more visibility and the likelihood of more “buzz” about their products and services. The SEO benefit from this strategy is enormous. Traction Plan Item # 7 was all about establishing your presence on multiple social media sites. Item # 12 is about setting up the architecture that will connect all of your profiles and social media posts for “buzz value.” A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility:
  • 61. Be sure to embed keywords in the Summary and Experience for which you want to be found during Internet searches. Rationale Benefit Resources 13 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 61 of 78 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Search Engine Optimization A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility: One of the most difficult tasks facing anyone in transition (not only executives) is “getting found.” People looking for the talents you have will use key phrases, words and terms in their Internet searches. Make sure you’ve got yours. The successful deployment of keywords in your LinkedIn Profile helps people you care about to find you. Once found, your LinkedIn Profile typically shows up high on the list of search results. You can make a great impression if they see your branded profile first.
  • 62. Make sure your resume experience is synchronized with the “Experience” section on your LinkedIn Profile. Rationale Benefit Resources 14 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 62 of 78 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility: Most people do not even attempt to copy the full Experience section of their resumes into their LinkedIn Profiles – primarily because that defeats the purpose of the Profile. But whatever does get transferred must “synch up” both in terms of substance and chronology. If you take the time to extract only the most relevant pieces of your resume and trim down the wording a bit, this makes it easier for the recruiter/decision-maker to get an initial “first impression” of you. If they like what they see, they will return to your full resume. Illustrative extracts from various LinkedIn Profiles: See End Notes for attribution
  • 63. Be an active participant in Groups and follow Companies. This builds visibility and shows your degree of engagement. Rationale Benefit Resources 15 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 63 of 78 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH A LinkedIn Profile Traction Plan for Executives An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility: Use Groups • Exposure • Visibility, Engagement • Thought Leadership • Authority • Create Buzz • Build Connections • Brand Deployment • Brand Story Channel Those who get the most benefit from LinkedIn are those who are active participants in its connection-building features. LinkedIn Groups allows you to identify and interact with a niche or target audience … in short, a group of people you genuinely want to influence. The primary benefits of being active with LinkedIn Groups are shown under the illustration at left. They include: Exposure, visibility, thought leadership, brand deployment and creating “buzz” about your brand.
  • 64. Stay current with LinkedIn’s ever-changing features and functionality. Be sure to check Jason Alba’s blog for guidance. Rationale Benefit Resources 16 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 64 of 78 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH An extensive list of resources is provided at the end of this e-book. Also check LinkedIn’s online help facility: A LinkedIn Profile Traction Plan for Executives Recognizing that time is a scarce commodity, it’s still a good idea to budget some portion of the week to “dig in” to LinkedIn’s features and functionality … both of which are continually improving. (Recent improvements include a change to “advanced search” and “contacts.”) Mastery of LinkedIn may not be a #1 priority for executives in transition, but a steady ramp-up of your own knowledge pays dividends in terms of brand awareness, ever-expanding visibility (especially in front of those who matter most) and getting your story “front and center.” • Updates to LinkedIn • Blog posts • Webinars • A balanced view (pros & cons)
  • 65. 1 2 3 4 5 67 8 9 10 Branded, Optimized, Rich Media, Brand Story, High Engagement, FrequentUpdates, Active in Groups. All writing is crisp, punchy, and free of gobbledygook and corpspeak. 1 NO LINKED IN PROFILE 2 Sub-Standard Profile 3 Standard (Basic) Profile 4 Mildly Above-StandardProfile 5 Same as 4 + Minimal Branding 6 Minimal Branding, Non- Optimized 7 Basic Branding, Some Optimization 8 Basic Branding & Optimization 9 Branded, Optimized, Some Rich Media 10 Branded, Optimized, Expert Use of Rich Media 11 Branded, Optimized, Expert Use of Rich Media , Brand Story 12 All of # 11 + Continual Engagement, Updates, Groups 12 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 65 of 78 11 OFF-THE-CHARTS TRACTION! The Executive LinkedIn Profile Traction Scale GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 66. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 66 of 78 Resources In terms of quantity and variety of resources available on the Internet for LinkedIn, there is a veritable embarrassment of riches. In fact the pages that follow represent a radically compressed list when compared to the original draft. The entries shown in this section were chosen either because they have special relevance for C-Level executives or because they treat the subject in an unusually well-balanced way. Updates to this e-book will include expanded resource listings. 8 PART 8: RESOURCES
  • 67. Click on the PDF icon for free download What a brand is and why you need to nuture yours How to build a personal brand from the ground up Click on the PDF icon for free download GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 67 of 78 Resources: Branding Theory & Brand-Building GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 68. Click on the PDF icon for free download Fifteen suggestions for Optimizing Your LinkedIn Profile GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 68 of 78 Resources: Turbocharge Your LinkedIn Profile GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 69. Your LinkedIn Summary: Is it a Grabber? (Carolyn Cohn) http://www.compukol.com/blog/your-linkedin-summary-is-it-a-grabber/ Ten Ways to Use LinkedIn (Guy Kawasaki) http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html#axzz1SKG9puWd Ten Things You Must Do For LinkedIn Profile Completeness http://windmillnetworking.com/2010/04/09/10-things-you-must-do-for-linkedin-profile-completeness/ Executive Branding and Your LinkedIn Profile (Meg Giuseppi) http://www.job-hunt.org/guides/Job-Hunt-LinkedInEbook.pdf Ten Steps to an Authentic, Magnetic Personal Brand (Meg Giuseppi) http://executivecareerbrand.com/10-steps-to-an-authentic-magnetic-personal-brand/ My Best of LinkedIn Tips and Resources (Meg Giuseppi) http://executiveresumebranding.com/my-best-of-linkedin-tips-and-resources/ GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 69 of 78 Free Online Resources: Selected Articles GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 70. http://help.linkedin.com/app/answers/detail/a_id/34327 Profile Media Link Providers What kind of media can I add to my profile? Last Updated: 01/31/2013 http://help.linkedin.com/app/answers/detail/a_id/34325 Adding, Editing, or Removing Video, Presentations and Other Media on Your Profile How do I display or change media on my profile? Last Updated: 02/05/2013 http://help.linkedin.com/app/answers/detail/a_id/34324 What happened to my LinkedIn Applications? Last Updated: 01/31/2013 http://help.linkedin.com/app/answers/detail/a_id/1188 Assistance with Applications How do I get help with an application? Last Updated: 12/10/2012 http://help.linkedin.com/app/answers/detail/a_id/530 LinkedIn Learning Webinars Do you offer any LinkedIn Learning Webinars? Last Updated: 12/07/2012 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 70 of 78 http://help.linkedin.com/app/answers/detail/a_id/15493 Profile - Overview What is my profile? Last updated: 12/17/2012 http://help.linkedin.com/app/answers/detail/a_id/85 Promoting Your Public Profile How do I promote my LinkedIn public profile? Last Updated: 12/17/2012 http://help.linkedin.com/app/answers/detail/a_id/66 Managing Account Settings Where do I change my account information and settings? Last Updated: 12/17/2012 http://help.linkedin.com/app/answers/detail/a_id/5 Editing Your Profile How do I edit my profile? Last Updated: 12/18/2012 Free Online Resources: LinkedIn’s New Profile Format (as of 12/11/2012) GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH
  • 71. Alba, Jason (Book: I’m On LinkedIn – Now What?) Amicus BD Arruda, William Blake Project Boscobel Marketing Communications (Baltimore, MD) Brier, David Brogan, Chris Callahan, Jr. Edward C. Clark, Brian Colon, Rod (ETP Network Founder & CEO) CommonCraft Cone, Steve (Book: Powerlines) Dixon, Kirsten Dodaro, Melonie Empowering Today’s Network (ETP Network) Gershbein, J. D. Giuseppi, Meg Godin, Seth Guarino, Dr. Walt HubSpot (Cambridge, MA) Kawasaki, Guy Konrath, Jill Latumahina, Donald Montoya, Peter Neubert, Reid M. Owlish Communications (Chicago, IL) Perry, Jack Reid, Carl (ETP Network COO; SavvyIntrapreneur) Rivkin, Steve Schawbel, Dan Scott, David Meerman SGW Integrated Marketing Communications (Montville, NJ) Sheridan, Marcus (The Sales Lion) Signorelli, Jim (Book: Story Branding) Slavkina, Olga (Schmoozy Fox) Swartz, Eric (The Tagline Guru) Trout, Jack (Book: Differentiate or Die) Van Auken, Brad Vaynerchuk, Gary Zinger, David GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 71 of 78 LinkedIn and Branding Resources GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH Included in the following list of “key influencers” are some companies and organizations that have been powerful idea stimulators for me personally – and for many of my networking friends and associates. In my view, they have demonstrable expertise with LinkedIn, personal branding and career ownership. Not only do they “get it,” they know how to clearly communicate and share their expertise with others. I especially want to thank Dr. Walt Guarino for being my branding mentor and advisor.
  • 72. Jason Alba Rod Colón Chip Hartman The man who wrote the book on LinkedIn − literally! Personal Brand & Branding Specialist CEO of ME, Inc. Entrepreneur CEO of ME, Inc. Entrepreneur GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 72 of 78
  • 73. Images used in this e-book Images used in the preparation of this e-book were acquired from three sources: 1) Bigstockphoto.com; 2) iStockPhoto.com; and 3) Internet image searches. Where images were used from general Internet image searches, the image source has been identified “on page” with a small blue button in the lower right corner (“image credit”), hot-linked to its web location. In the first two cases, appropriate licenses are on file. However some images obtained from general Internet searches were not traceable to their originators. If you are the copyright holder of any image shown in this publication and would like the image either removed or appropriately attributed, please contact Chip Hartman via e-mail at: chip@meridiasystems.com. Content will be adjusted accordingly within three to five days of receipt of your request. In order to make this e-book as informative as possible, a profile belonging to Lauren Bowen (LinkedIn) was used as a graphical template and then modified to display illustrative information pertaining to fictional character “Jennifer Hartman.” The Lauren Bowen Profile was obtained from an Internet search for “LinkedIn Profile.” The source for the Lauren Bowen image can be found by clicking on the “Image Credit” button below. Note: Despite numerous searches and inquiries, we have been unable to locate the source of the “head with logos” visual on Page 13. If you are the copyright owner of this image, we ask that you send us an e-mail message so that we may properly attribute your work (or remove it if you prefer). chip@meridiasystems.com GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH End Notes, Attribution and Copyright Issues GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 73 of 78 Lauren Bowen’s Profile
  • 74. Planning, scheduling, strategy, information-gathering; post-engagement support Activities & tasks to engineer branding & optimization into the profile The best way to add differentiation value WRITING BRANDING VISUALS S E A M L E S S L Y I N T E G R A T E D   GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 74 of 78 We also create brand stories for executive traction! How We Build LinkedIn Profile Traction for Executives GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH This is our approach to branding & optimizing LinkedIn Profiles:
  • 75. • to schedule a no-cost, no-obligation analysis of your current LinkedIn Profile • to request a price list for LinkedIn Profile branding & optimization services • to request information about LinkedIn Profile coaching or consulting Contact Chip: 973 331-0948 (Office) Please call between 9 am and 2 pm (Eastern USA) 862 207-9504 (Mobile) Please call between 9 am and 2 pm (Eastern USA) 973 331-0937 (Fax) Available 24/7 chip@meridiasystems.com LinkedIn Profile Please note: The new MeridiaSystems.com web site will be back online in late August, 2013. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 75 of 78 GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH How MeridiaSystems.com Can Help You Chip Hartman
  • 76. B R A N D T R A C T I O N Your LinkedIn Profile should be an iconic representation of your unique leadership value. If it is, you will have GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 76 of 78 for your executive job search.
  • 77. Make your LinkedIn Profile a Masterpiece! GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 77 of 78
  • 78. GET TRACTION FOR YOUR EXECUTIVE JOB SEARCH WITH LINKED IN  © 2013 MeridiaSystems.com, LLC  All Rights Reserved  (973) 331-0948  chip@meridiasystems.com Page 78 of 78