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Leveraging LinkedIn to Build Your Personal Brand

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Delivered to the Charlotte HR Meetup on December 21, 2009 by Hallie Hawkins, Jason Tarazi, and Mark Weber

Delivered to the Charlotte HR Meetup on December 21, 2009 by Hallie Hawkins, Jason Tarazi, and Mark Weber

Published in: Career, Technology, Business

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  • 1. LEVERAGING LINKEDIN TO BUILD YOUR PERSONAL BRAND CHARLOTTE HR MEETUP DECEMBER 21, 2009 Jason Tarazi, MSHRM, SPHR Vice President – Corporate Recruiting Bank of America http://www.bankofamerica.com Mark Weber Managing Partner Darton Group http://www.dartongroup.com Hallie Hawkins, JD Co-Founder and Trainer Get It Together http://www.get-it-together-today.com
  • 2. AGENDA
    • Hallie Hawkins:
    • How companies leverage LinkedIn
    • Jason Tarazi:
    • How recruiters and job seekers leverage LinkedIn
    • Mark Weber:
    • How to create a strong LinkedIn profile
  • 3. WHY LINKEDIN?
    • Huge global reach : 50+ million users, 95% of whom have a college degree, and the average user age 41 (64% male, 36% female)
    • The power of recommendations (i.e. your references)
    • The ability to form and join groups of common interest for networking, and sharing business and employment opportunities
    • Companies use it to post jobs, and candidates use it to search for jobs
    • Recruiters use it to source passive candidates: the traditional “job boards” are too expensive and over-saturated, and companies want people, not resumes
  • 4. IMPORTANT TIPS FOR NEW USERS
    • LinkedIn is intended for business professionals to connect with others who they trust, know, and whose work they can recommended
    • “ Open networking” (i.e. connecting with anyone just to amass connections) is discouraged
    • LinkedIn suspends or revokes membership privileges of users who practice “invitation spamming”
  • 5. PROMOTING A COMPANY’S PRESENCE
    • Home Page : Create a company page and post network status updates to promote products, services and announcements
    • (can now be linked with Twitter)
    • Profile : Create a profile that effectively markets both personal expertise and the company’s mission
    • Connections : Leverage connections to facilitate introductions to others, and keep contacts current with network status updates
  • 6. USING THE ADVANCED SEARCH FEATURES TO IDENTIFY BUSINESS PROSPECTS
    • Search people from specific companies or people with specific positions with those companies.
    • Search companies based on industry, location, company size, and who is hiring
    • Search groups by using key words that relate to your target market of potential customers – this can include regional areas, experts in your field, and specific fields of subject matter experts
    • Everyone can start their own group
  • 7. COMPANIES USE POSTINGS TO PROMOTE THEIR BUSINESS
    • Companies post items that are relevant to their business – such as events, Wordpress Blogs, Google Slideshow presentations, and Slideshare presentations
    • It’s critical to keep the marketing message clear – avoid postings that are unprofessional or inaccurate
    • Other experts scrutinize these postings – paying attention to details such as grammar is crucial
    • Never post confidential or copyrighted material
  • 8. USING ANSWERS TO IDENTIFY OTHERS WITH SIMILAR INTERESTS AND EXPERTISE
    • Post a question or search for an answer in the Answers section, which has forums for all industries and specialties
    • Answers is not a place to sell – never market a product or service when posting or answering a question
    • When posting questions, always select the “best answer” as a courtesy
    • See the Learning Center or search Answers before posting a question with an obvious answer
  • 9. THE INS AND OUTS OF PASSIVE RECRUITING & SOURCING
    • LinkedIn people searches returns those profiles that are:
    • Direct connections (1 degree of separation)
    • Connected to a connection (2 degrees of separation)
    • Connected to a connection’s connections (3 degrees of separation)
    • Exception: searching by first and last name will always return that person’s profile (if available) even if further than 3 degrees of separation.
    • When searching by anything other than a person’s name, profiles greater than 3 degrees of separation are shown as Private – only the profile title is available with some limited information, but the person’s name cannot be seen
  • 10. SEARCH TIPS FOR RECRUITERS
    • Use Advanced People Search to search for people by using company names and titles in the keywords field – using the company and title search fields will not return users who have “skeleton” profiles (i.e. profiles without a completed work information section)
    • LinkedIn’s free account allows users to see only the first 100 search results – so when using keywords, be specific, yet not too narrow, since the goal is to get as close to 100 results as possible
    • If only 50 results are received, the search may be too narrow and miss up to 50 other qualified profiles – and if 150 results are received, the search may not be narrow enough because only the first 100 results are viewable (50 others cannot be accessed)
    • Further limit search results by radius around zip code and by industry by checking the appropriate industry in the industry checkbox .
  • 11. HOW RECRUITERS BREAK THROUGH 3 DEGREES OF SEPARATION
    • Search Private profiles on Google using the exact profile title in quotation marks – usually returns publicly published profiles with names
    • If unsuccessful, remove quotation marks and add additional search criteria such as city, university, or previous companies
    • If still unsuccessful, most likely that person did not publicly publish his/her profile
  • 12. A WAY FOR RECRUITERS TO ACCESS LINKEDIN’S “BACK DOOR”
    • Use Google to search for publicly published profiles, including “skeleton” profiles:
    • “ Private Client Advisor” and “Wells Fargo” site:linkedin.com
    • The string above returns all publicly published profiles of Private Client Advisors from Wells Fargo, regardless of degree of separation or completeness of profile
    • Profiles can be seen by anyone even without being signed into a LinkedIn account – complete profiles can be access once signed into LinkedIn
  • 13. THE COMPOSITION & BENEFITS OF A STRONG PROFILE
    • LinkedIn Profile = Your “Electronic” Business Card
      • 100% Complete
      • First Impressions Count
      • Provide Details
      • Spelling & Grammar Matter
    • Your Online Teacher = LinkedIn Learning Center
      • http://learn.linkedin.com/
  • 14. GETTING STARTED: LINKEDIN LEARNING CENTER
      • Overview + Site Features + User Guides
  • 15. THE MORE COMPLETE THE PROFILE, THE STRONGER THE PROFILE
  • 16. A HIGHLY DETAILED PROFILE IS A STRONG PROFILE
  • 17. MORE DETAIL IS ALWAYS BETTER