LinkedIn From the Top - Updated for Bentley


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A study Ladders commissioned in 2012 yielded results that suck! The ‘Gaze Tracking’ study showed that Hiring Managers et al spend 6 seconds reviewing a resume. WTFreak? My entire work experience is dwindled down to a mere 6 seconds?! #SuckIT! So how long do you think they spend on reviewing a LinkedIn profile before they decide to move on or scroll down?

What’s this mean to you?! LOTS! You need to tailor your professional headline, (the title), and the first line or two of your SUMMARY so they stand out. Or at the very least be better than the average bear. Otherwise how will you get noticed through the noise? The professional title defaults to the latest job title found in the EXPERIENCE section. This default includes the company name… so why keep it there? Your LinkedIn profile is about YOU hawking YOU, not the company you work for. The ‘company’ is only the position you hold/held. Your profile is about so much MORE! It’s a culmination of all that is YOU in the professional space.

‘BE SELFISH’! This is the profile where you share all that is freak’n amazing about YOU; YOUR Skillset; YOUR Successes; YOUR Achievements and how it is that you kick arsss!!

‘If you build it they will come’ DOES NOT apply here. You need to be active in your LinkedIn profile. Dear GOD, at the very least DO something within your profile at least 1x a week.

This presentation takes it from the top of building out your LinkedIn profile and why it matters. I’ve included a few fun and unexpected tools; debunked some myths about LinkedIn; included some best practices and even how to passively mine your network. As a bonus I included a bit about building prospect lists. So have fun with it!

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LinkedIn From the Top - Updated for Bentley

  1. 1. Judy Parisella e: Making the Most of Share your voice of authority
  2. 2. 26/18/2014 Stuff We’ll Cover  What is LinkedIn  By the Numbers  Debunking the LinkedIn Myths  What you can do with LinkedIn  LinkedIn vs. Facebook vs. Twitter  LinkedIn From the Top  Your LinkedIn Objectives  Mine through LinkedIn  Passive and Active Approach
  3. 3. 36/18/2014 LinkedIn is…. … the world's largest professional network with 300 million strong Connect. Find. Be found.  Build your professional identity online and stay in touch with colleagues and classmates. Build and engage with your professional network.  Discover professional opportunities, business deals, and new ventures. Learn and share.  Access knowledge, insights, and opportunities. INFORM, EDUCATE, ENTERTAIN, ENGAGE
  4. 4. 46/18/2014 46/18/2014 300 Million Members Includes members from ALL Fortune 500 Companies Over 6 billion professionally-oriented searches in 2013 73 of the Fortune 100 hired through LinkedIn 22nd Most Visited Site in 2013 3 million company Business Pages 41% of all LinkedIn traffic is via a mobile device 2 NEW Users every second 200 conversations occur PER MINUTE in LinkedIn Groups 2.1 million GROUPS As of February 2013 LinkedIn Replaced Facebook as the TOP SOCIAL TOOL for ‘Fastest Growing Private Businesses’ LinkedIn by the Numbers 88 Amazing LinkedIn Stats – 5/2014
  5. 5. 56/18/2014 Debunking the Four Great LinkedIn Myths Myth #1: "I don't need to be on LinkedIn. I'm not looking for a job.“ Understandably pigeonholed with current emphasis on career development The Debunking: Vital to business development and advancing a business’ commercial program. AND popular opinion states, ‘that if you are not represented (well) on LinkedIn, then you are not for real in business. ‘ Myth #2: "If I post an update, or make changes to my LinkedIn profile, then everyone in my network will see it.“ The Debunking: LinkedIn networks have grown to a point where updates have fleeting relevance.
  6. 6. 66/18/2014 66/18/2014 Debunking the Four Great LinkedIn Myths ... continued Myth #3: "If my LinkedIn connections are visible, then my competitors will steal business from me." The Debunking: Your LinkedIn network is an essential element of your brand. Revealing that to others lays a foundation of trust; promotes relationship building and invites business opportunities. ‘You are judged by the company you keep’ Myth #4: "You have to be a techie to be successful in using LinkedIn." The Debunking: There is a learning curve, but LinkedIn is a highly intuitive platform. With practice comes agility. With agility comes success. Source: THE LINKEDIN CATALYST: The Neuroscience of LinkedIn – JD Gershbein
  7. 7. 76/18/2014 Another LinkedIn Myth.. “If you build it they will come.” Your level of participation determines your activity. No Activity – NO ACTIVITY Know Activity – KNOW ACTIVITY NOT TRUE!
  8. 8. 6/18/2014 8 With LinkedIn… Build online referrals Find Business Partners, Clients and Service Providers – mine lists created by YOU Increase traffic to your website Recruit Generate Leads – SOCIAL SELLING  Access expert advice Search Engine Optimization Attract like minded individuals Expand your business network Advertise Participate in and create your own GROUPS You can…
  9. 9. 96/18/2014 LinkedIn vs. Facebook vs. twitter LinkedIn Facebook twitter Target Audience for business EASY - User selects GROUPS to participate in CHALLENGING - User selects companies to LIKE, but not always permitted to post content CHALLENGING - User can select who to follow, but sharing content with participants is fleeting Strength Exclusively Professional information Citical Mass - Keeping up with family and friends Brevity and 3rd party content tracking Weakness Conections are blurred - too many L.I.O.N.S. Segmenting - lists are clunky Brevity and potential overload Analytics Robust and immediate Easy through insights Overall traffic metrics can be difficult to compile unless leveraging a 3rd tool Ease of Engagement Easy within network, groups and companies Easy to be expressive Extremely easy to comment on ALL content Privacy Fully integrated and completley self managed Privacy mechanisms constantly changing Limited settings Following Content Can follow specific posts and associated comments - but its not twitter No elegant way to acomplish Preferred platform to tack and participate in conversations Environment Advertising is respectful Advertising encroaches on personal feeds Paid tweets rank at top of feeds but not throughout
  10. 10. 106/18/2014 Judy Parisella e: From the TOP
  11. 11. 116/18/2014 LinkedIn Objectives Build a KEYWORD RICH profile Reach and maintain ALL STAR profile strength Become a Marketable Brand Be active in LinkedIn WEEKLY (at minimum)  Work it
  12. 12. 126/18/2014 Gaze Tracking Study In 2012 Ladders commissioned ground-breaking research* on how recruiters scan resumes:  Where they look  What they look for  And how long they review Findings: they spend SIX Seconds reviewing a resume * Our work experience is worth a mere SIX SECONDS? #SuckIt By all indications the numbers are similar on LinkedIn whether a recruiter or vetting for business engagement
  13. 13. 6/18/2014 13 LinkedIn Profile Strength–MATTERS “Users with ‘All-Star’ profile strength are 40 times more likely to receive opportunities through LinkedIn.” -LinkedIn Users Robust ‘keyword rich’ headline A current position with description Two more positions Education At least 5 skills Include Media Profile photo At least 50 connections Keyword rich summary Beginner Intermediate Expert The Profile Strength meter is on the right side of your profile and gauges how robust your profile is.
  14. 14. Let’s Take it From the TOP 146/18/2014 1. Professional Title 2. PURL 3. Contact Info 4. Summary 5. Experience 6. Skills & Endorsements 7. Volunteer Experience & Causes 8. Education 9. Additional Info 10.Groups 11.Follows I urge you to find out what Google says about you first. “Don’t need no surprises!”
  15. 15. 156/18/2014 Header 1. Professional Title – 120 characters 2. PURL 3. Contact Info a) Include other SMS, websites, email etc. Example: Experienced Transportation Executive, Web Designer and Information Architect, Visionary Entrepreneur and Investor 1 2 3
  16. 16. 166/18/2014 166/18/2014 Summary Summary First person It reflects the culmination of all you have to offer TODAY • Include METRICS • Add a video, image, document, presentation… Not sure which keywords to use, do your own search.
  17. 17. 176/18/2014 Summary – Keyword search
  18. 18. 186/18/2014 Summary – Keyword search Find a JOB DESCRIPTION that fits your skill set, copy the DESCRIPTION and RESPONSIBILITIES
  19. 19. 196/18/2014 Summary – Keyword search Go to and create a word cloud The larger the word, the MORE focus weight it has. This is a KEYWORD or KEYWORD PHRASE
  20. 20. 206/18/2014 Experience Include Accomplishment Statements, metrics where possible  Add files Duties Accomplishment Statement Responsible for the startup of a manufacturing facility. Led the planning, design, an construction of a multi- purpose manufacturing facility in Japan. Improved product quality and delivery time for local customers. Responsible for sales in Northeast region. Manage a team of three account executives and two inside sales representatives. Produced $6M in new revenue in less than 12 months.
  21. 21. 216/18/2014 Skills & Endorsements You need to add at least 5 Your network will eventually do the rest. EDIT the SKILLS to reflect the order of YOUR TRUE proficiencies. Don’t be afraid to delete the ones that don’t apply.
  22. 22. 226/18/2014 Skills & Endorsements Add, edit or delete HIDE if required as dictated by your firm or industry
  23. 23. 236/18/2014 Volunteer Experience & Causes NEW! Check Out The LinkedIn Volunteer Marketplace: Connecting Professionals to Nonprofit Volunteer Opportunities LinkedIn for Volunteers
  24. 24. 246/18/2014 Education Be precise in your dates/years
  25. 25. 256/18/2014 Additional Info Use your best judgment regarding what you share here
  26. 26. 266/18/2014 Groups Select Groups that MATTER to your profile Manage your Groups through your ‘Privacy & ‘Settings’ function
  27. 27. 276/18/2014 276/18/2014 Judy Parisella e: Mine through LinkedIn
  28. 28. 286/18/2014 Use B.I. on Your Network Business Intelligence  Notes  Reminders  How you met  Tag Available in Premium Accounts
  29. 29. 296/18/2014 Passive Approach Find out who has already found you If intrigued, reach out to them. Free account will only see latest 5 viewers Ask me about a 63% increase in profile views.
  30. 30. 306/18/2014 Passive Approach Worth an introduction?
  31. 31. 316/18/2014 Passive Approach Business owners should reach out to the people following their company.
  32. 32. 326/18/2014 Passive Approach Go to one of your Groups and start or comment on a discussion. Share an article. Add an event…
  33. 33. 336/18/20146/18/2014 33 ACTIVE Mining on LinkedIn – Deep dive into network Upgrade to a Premium Account
  34. 34. 346/18/2014 ACTIVE Mining on LinkedIn – Deep dive into network Upgrade to a Sales Executive Premium Account
  35. 35. 356/18/2014 35 ACTIVE Mining on LinkedIn– Advance Search – Vetting Prospects Create a prospect list: Go to People in the search box an click on ADVANCED
  36. 36. 366/18/2014 ACTIVE Mining on LinkedIn– Advance Search – Vetting Prospects Target  GEO  Keywords  Company Size  Industry  Etc……
  37. 37. 376/18/2014 ACTIVE Mining on LinkedIn– Advance Search – Vetting Prospects
  38. 38. 6/18/2014 38 ACTIVE Mining on LinkedIn – Create a Prospect Tool
  39. 39. 6/18/2014 39 Judy Parisella e: 978.491.7444