Personal Branding - LinkedIn USC Webinar
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Personal Branding - LinkedIn USC Webinar

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  • If you have any difficulties hearing the audio through your computer speakers, just call into the teleconference.
  • Welcome from Lori Shreve Blake
  • Welcome from Nate and intro Lindsey
  • If you’d like to ask a question at any point, simply type your question in the “Q&A” area on your screen and it will either be answered on your screen during the webinar, or when we pause for questions during the last 10 to 15 minutes of the webinar.
  • So, what is it?
  • Here is a working definition of personal branding from Dan Schawbel, who writes the Personal Branding Blog and is the author of the book Me 2.0.READ QUOTEThe term was originally coined in 1997 by business guru Tom Peters in an article for Fast Company magazine and I’ll share some of his thoughts later.
  • Why, then, is personal branding important?
  • Here’s what Tom Peters says…READ QUOTEIn the 21st century economy, the days of working in one organization, or even one industry, for your entire career are pretty much over. This means it’s no longer enough to have a good reputation in your current position. You have to think about your wider professional image. You just never know these days when you might be job hunting, career changing or starting a new business.- You have to think about your professional reputation – your personal brand -- at all times.
  • We’re going to look at 3 overarching elements of a strong personal brand. Then we’ll talk about how LinkedIn and other tools can help you incorporate each of these elements into YOUR unique brand.
  • The first important element of a personal brand is differentiation. What is your competitive edge that makes you stand out? It’s nice to be a generalist, but it’s not particularly memorable and the world is full of generalists. What are you really, really good at that you can use to your advantage? What can you include on your resume that no one else can?
  • The next key element of your brand is visibility. If you have a great professional image but no one knows about you, then you won’t benefit much. So ask yourself:How visible are you to the people you want to know about you? This includes both online and offline visibility. Do you show up at important industry functions? Do you appear in publications or social media sites that are popular in your field? Do you take time to meet people in person? In other words, are you networking enough? Successful branding for people, products, events or anything relies heavily on word of mouth, and that’s really what networking is all about. Plus, networking gives you the opportunity for strategic brand association – when you have relationships with other people who have strong brands, people will perceive you in that way as well.
  • Finally, personal brands MUST be authentic to be effective. I can’t emphasize this point enough. A lot of people are turned off by the very phrase “personal branding” because it sounds like we’re trying to turn people into Coca-Cola or Apple or BMW. This couldn’t be farther from the truth. The best personal brands are genuine, honest and simply about making sure people know who you are and what you can offer to the world. Authenticity is also about consistency. Do your online image, your resume and people’s in-person interactions all project the same message? If you asked several professional contacts to describe you, would they say similar things? Consistency is important so as not to confuse people or send mixed messages about who you are and what you want in your career. And authenticity is important, of course, because there’s no reason to build a great brand if the real you doesn’t live up to the expectations you’ve set.
  • Tom Peters, our personal branding guru, says…READ QUOTE Let’s look at some actions you can take to build or enhance your brand. You may be doing some of these things already or they may be new to you. No matter what, I encourage you to take some of these actions in the next few weeks and see what results you achieve.
  • First, determine your strengths and differentiators. For some people this comes easily, for other people this is challenging.1 – sometimes other people can see what we can’t see in ourselves.23Several university career centers offer career assessments to alumni, including the USC Career Planning and Placement Center
  • This elevator pitch is a brief self-introduction of about 15 to 30 seconds – the length of an elevator ride with someone you want to impress. 1 – While you don’t want to sound canned or have every single word memorized like an automaton, a good elevator pitch takes practice. Test yours with friends, family or the career center.2 – It is so easy now to find other people’s pitches – on LinkedIn, on their websites and by asking them3 – a helpful resource4 – Use your pitch as often as possible – when you introduce yourself at an event, as he first paragraph of your LinkedIn profile, when job interviewers ask that dreaded question, “So tell me about yourself.” Your pitch should be on tap at all times just in case!
  • Part of differentiating yourself is having a depth of knowledge about your career field.1 Be well read in your industry or on topics you care about – knowledge can be a great differentiator2 Be aware of what important people are saying – be part of the conversation3 Talk to people in your field to make sure you are in-the-know. This is particularly important for recent graduates and career changers.
  • Remember, too, that your in-person image is part of your personal brand. First impressions really do count.1 Note what other people in your field are wearing and dress accordingly. A suit looks out of place at a poetry reading and jeans won’t work at an accounting firm. This again is particularly important for young professionals who may not be sure what to wear in professional situations. When in doubt, ask.2 It’s an old adage to “dress for the job you want” and it still holds true. When in doubt, dress for a level above your current position. People sometimes need to see you in a role before you can get it.3 Sometimes this takes investment – in a nice watch, a great briefcase, a fantastic haircut – whatever matters in your industry.
  • I believe strongly that helping others is a crucial way to build your own personal brand. When people know they can rely on you, they remember you and recommend you to others.1 Be generous in sharing your network. If you read Malcolm Gladwell’s book The Tipping Point, you know that connectors are very important people in a community.2 Be the one who takes action. This requires work, but people love to be invited to lunch, to be invited to conferences. Don’t wait for people to come to you – be proactive.3 Reid Hoffman, the co-founder of LinkedIn, says that one of his favorite uses of the site is to do “small goods” for other people – wish someone good luck if their status says they are working on a big project, answer someone’s question or just say hello. Small actions can make a big impact and build your personal brand tremendously.
  • And finally, remember that your personal brand must exist both online and offline. 1 People are Googling you whether you like it or not, so be aware of what exists online about you. 2 If you don’t like what you find, do your best to remove any inappropriate content such as party photos on Facebook or embarrassing videos on YouTube. Be sure as well to set your privacy settings to protect any information you’d like to keep private. If there is content you can’t remove, the best thing to do is work on creating lots of new, positive, professional content so that the majority of information about you online is consistent with the personal brand you want to project.3 Find out which social networks are important in your field. If you work on the music industry, you might need to be on MySpace. If you are a photographer, you’ll want to be on Tumblr. If you are in PR or politics, Twitter will be essential. We all have limited time, so determine where your online time will be best spent.And LinkedIn is THE place to project your personal brand online, no matter what your industry. I’ve heard many people call it the “professional yellow pages” – if you’re not there, you don’t exist professionally. As the world’s largest professional social network, it is definitely the best place to have a 100% professional online image.
  • For those who aren’t as familiar with the site, here is a diagram of how LinkedIn works. You start by connecting with people you already know or meet in “the real world” (your 1st degree connections) and then the site provides you with tools to connect, degree by degree, with the connections of your connections for mutual benefit. Note that the way LinkedIn is set up, you can only connect to someone through an introduction from a mutual connection or by belonging to a shared group with someone. This ensures that the connections on the site are trustworthy. So, how far and wide can your network expand? Let’s take a look at the full breadth of the LinkedIn universe
  • Let’s take a look at a fantastic example of a 100% complete and well presented profile of one of your fellow USC alums, Angelica Urquijo.LIVE DEMOHighlight: Headline – tips for job seekers and career changers Photo recommendations Custom URLSummary tips for job seekers and career changers – MAKE SURE EVERYTHING IS CONSISTENT WITH RESUME AND OTHER PERSONAL BRAND ELEMENTS Keywords Importance of including all experience What counts as experience for students – extra curriculars and volunteering are great to include Summary – importance of keywords for attracting recruiters and others Recommendations – why they are important and how to request them Applications – for more advanced users Contact settings – show people what you’re interested in (and vice versa)
  • LinkedIn recently did a research study of the 10 most overused phrases in LinkedIn profiles and you can see the results of your screen.These phrases are not “BAD,” but because they are so common, people’s eyes tend to gloss over them and they don’t do anything to enhance your personal brand.If you have any of these terms on your profile – or on your resume for that matter – I’d recommend replacing them with more specific descriptions. For example,Instead of saying you have “extensive experience,” explain exactly how much or what particular type of experience you have. Instead of saying you are a team player, include great recommendations from people who have been on teams with you. Instead of saying you’re entrepreneurial, show what businesses or projects you’ve successfully launched.Again, these words aren’t bad per se, but they will not add to the personal brand you’re creating to stand out from the crowd.
  • It’s also important to promote your LinkedIn profile once you have it. One quick and easy way to do this is to add your LinkedIn URL to your email signature line as you see in this example. This shows anyone you email with that you are active in social media and eager to connect on LinkedIn. You can also use your LinkedIn URL on your business cards.
  • You can even feature your LinkedIn URL on your resume.
  • Another way to increase your visibility is to update your status and tell people what you’re doing, what events you’re attending or what articles you’re reading. This is a great way to stay on other people’s radar screens with your news. Think of updating your status with the kinds of things you’d chat with someone about at a networking event when they ask, “What’s new?” Here you can see how I’ve updated my status, easily done right from my homepage on LinkedIn. If you’re active on Twitter, you can click this little box [CLICK] and broadcast the same status update to your followers on Twitter.
  • First,you want to connect with your friends and family. You have to start thinking about the people in your life not just as siblings, neighbors and people you see at the gym, but also as people who are professionals themselves and have professional networks. And you want these people to start thinking of YOU in a professional way as well. Then, if they hear about a job or event or other opportunity that can help you, you’ll be top of their minds. This may sound obvious, but many people forget to connect with the people closest to them. Remember that people are in a different mindset when they are in the professional environment of LinkedIn, so even people you see every day will interact with you in a different, more professionally focused way on LinkedIn.
  • Beyond your personal contacts, you have another easy network to tap into: the communities you belong to in the “real world.” Anyone with whom you share an alma mater or even an industry affiliation is a “warm” contact who may become a lead to a job opportunity. If your network right now is small right now, work on expanding it through alumni clubs, volunteering, parent groups, professional associations, etc. Look around to see where the people you want to connect with are, both offline and online. Let’s talk about university networks first. If you haven’t already, it’s an absolute must to join your university’s LinkedIn Group.This picture, by the way, is from the new Ronald Tutor Campus Center at USC, which opened this past August.
  • LIVE DEMOThe more active you are in a group, the more value you’ll get out of it. How to get noticed in group discussions: remember that every discussion you post, every question you answer is an opportunity to market yourself to people who might be hiring or might know of someone who is hiring. Remember that networking is not just about who you know; it’s about WHO KNOWS YOU. Demonstrate your expertise. Discussions are a fantastic place to be visible in a professional way that highlights your skills and expertise. By demonstrating your expertise on LinkedIn you earn recognition that helps you build your credibility. Be careful with self-promotion. Choose the appropriate place, tone and information to share. NEW PROMOTIONS TAB.
  • Once you’ve joined the groups of any colleges or universities you’ve attended, you should follow the same process with industry-related groups.Here we are at the Groups Directory page. I typed in “accounting industry” and foundvarious groups in this industry where you can build connections, join discussions, post questions and find job listings related to the industry or industries you want to work in.
  • Remember that when you share a group with someone on LinkedIn, you can reach out to that person directly and they can reach out to you. So, joining an industry group, just like joining an alumni group, is another great way to build a broader network.Join the groups of any professional associations you belong to, or those that are prominent in your industry. If you are a career changer, it’s a good idea to join groups related to the industry you want to join so you can build your knowledge and connections in that field. Recruiters often scour professional groups to round up potential candidates. Next, join groups that support the personal brand you are projecting in your profile. If you say you are a marketing expert, make sure you are a member of some marketing groups. If you say you have been an active volunteer in the time you’ve been unemployed, then your profile should show that you are a member of some nonprofit groups on LinkedIn. When you’re choosing which groups to join, it’s best to join the ones that are clearly established and active. This will give you the maximum benefit in terms of connecting with other members, finding job listings inside groups and making yourself visible to the largest number of people when you post comments in group discussions. Finally, another great way to find great groups to join is to look up the profiles of people you admire – even people who have the exact job or work in the exact companies you want to work in and join some of the groups those people belong to. There is no exact right number of groups to belong to. I would say that you should join as many groups as you think you can engage in a meaningful way. Quality is more important than quantity. And if you find that you rarely participate in certain groups, it’s okay to leave those groups and focus on the ones where you’re getting the most value.
  • Be aware that you don’t have to go to the LinkedIn website constantly to keep track of the activity of the groups you belong to. You can save time by having a digest of group activity come right to your regular email inbox – you can set your preferences to have this happen once a day or once a week. Some job seekers use this daily or weekly update as a reminder to consistently post in discussions and check the job listings in the groups they belong to so they never miss out on any opportunities.
  • The third way to build your connections is to always connect with people online once you’ve met them in other situations. This includes: Recruiters you meet at a job fair or company information session People you meet at professional networking events Potential clients Anyone elseYou’ll find that the majority of these people have LinkedIn profiles and – if you made a good impression – they will be happy to connect with you and keep in touch, which could lead to a job opportunity.
  • As you reach out to connect with people, especially those you’ve just met, remember that it matters HOW you ask people for connections and for advice. You can connect to someone with this generic note, but I don’t think this will get you very far. As a job seeker you want to show that you are someone who is willing to go the extra mile, so you should personalize every connection request you send…
  • This is what I recommend:Write a brief, customized, polite note to explain your connection and why you want to connect. It’s also a good idea to thoroughly read the person’s LinkedIn profile and mention something that stood out to you or something you have in common. It is not appropriate to directly ask for a job in a connecting request. As you can see in the example on your screen, I recommend using the request to build rapport and establish contact, then once the person accepts you can ask for advice or for the person to keep you in mind if he or she hears of any job opportunities that might be a good fit for you. Remember to use proper grammar and spelling – this is a professional communication that is contributing to your reputation. One great strategy is to offer your help to each person you’d like to connect with. You might say something like, “Please let me know if there is anything I can do to support you.” Remember that HOW you build your network is just as important as why you build it. Always be authentic, polite and positive. People will remember that when they hear about job openings.
  • Now let’s take a few minutes and talk about finding a job on LinkedIn – something you may be doing now or in the future. You can start a job search on LinkedIn by clicking “Jobs” on the top menu. Enter a search term to start – or you can use the Advanced Job Search tab (where that bottom green arrow is pointing) to refine your search by company, location and other criteria. And don’t miss ‘Jobs You May Be Interested In’ where LinkedIn has already done the hard work to find jobs that match your skills and interests.
  • MARKETING JOBWhen you find a job that’s right for you, click the ‘Apply Now’ button to submit your application. What makes LinkedIn’s job postings different from other job boards is that LinkedIn doesn’t just tell you who is hiring, it tells you how you are personally connected to that company through your network. Show how to search for job How to click through to apply During the application process, simply check the ‘Featured Applicant’, your application will appear at the top of the list when the hiring manger begins reviewing candidates.
  • Here is where you have the opportunity to make yourself a Featured Applicant – to stand out from the crowd when you apply for the job.
  • What if you see a job listing someplace else – on Google, Twitter, a jobs website or offline? You can still use LinkedIn to help you get a foot in the door at that company.
  • When you see a job you like outside of LinkedIn, use LinkedIn to find an “in” at that company, and learn more about that organization and other opportunities that might exist.The best place to do this is through LinkedIn Company pages.Here is the Company Search page, where you can search for companies in a variety of ways:LinkedIn Company pages have recently gotten much more robust and feature a wealth of incredibly valuable information for job seekers.
  • LIVE DEMO TO PwC COMPANY PAGE:This is extremely valuable if you want to work at a particular company, if that company is an existing client, if you have a meeting with someone at that company, if you’re a journalist writing about them or if you are a business owner hoping to win them as a client.Here you can research:What that company doesJob titles of anyone on LinkedIn who works there or has worked thereThe career paths people pursued before working at that company and after. This is great if you have a company or two in mind and you want to expand your list of potential employers. Remember that even if you find the seemingly “perfect” employer, it’s never a good idea to put all of your eggs in one basket and only apply to one companyYou can see where that company has all of its offices, which is great if you’re thinking about relocating to a new city or country. You can find the profiles of people who will be interviewing you – great tip for job interview prep!And, of course, you can see if that company has available jobs.
  • Finally, a few etiquette reminders for all users of LinkedIn…
  • Here is a link to the LinkedIn learning center for more information on any of the features you’ve seen today, as well as ongoing information about new features. Thank you very much for joining me today. I look forward to seeing you on LinkedIn! Now I’ll turn it back over to Lori Shreve Blake…

Personal Branding - LinkedIn USC Webinar Personal Branding - LinkedIn USC Webinar Presentation Transcript

  • • Welcome! We will begin the webinar promptly at 5:30pm PST. In the meantime, you will hear silence.• To hear the audio when we begin, turn up the volume on your computer speakers OR call in to the toll-free teleconference line:1-866-699-3239 (US/Canada) Access Code: 664 193 278• If you experience any problems with the webinar on your computer (audio or video), try logging out of the webinar and logging back in.• For technical support, call 1-866-569-3239, and press 1 and then 4 to get priority support.• For any other questions, please type them into the Q&A box.

- The LinkedIn and USC Alumni Career Services teams http://www.linkedin.com
  • http://www.linkedin.com
  • http://www.linkedin.com
  • What isPersonal HowBranding? LinkedIn(And why does your cancareer depend on it?) help! http://www.linkedin.com
  • 1 Personal Branding Basics2 Developing Your Brand3 How LinkedIn Can Help4 Q&A http://www.linkedin.com
  • •Typeyour question into the“Q&A” box•Presenter will answerquestions at the end of thiswebinar•If your question is notanswered, ask it on LinkedIn! http://www.linkedin.com
  • What isPersonalBranding aBasics personal brand? http://www.linkedin.com
  • What ispersonal branding? http://www.linkedin.com
  • “Personal branding describes the process bywhich individuals and entrepreneurs differentiatethemselves and stand out from a crowd byidentifying and articulating their unique value proposition….“In this way, individuals can enhance their recognition asexperts in their field, establish reputation andcredibility, advance their careers, and build self-confidence.” - Dan Schawbel, Me 2.0 http://www.linkedin.com
  • Why is personal branding important? http://www.linkedin.com
  • “Its over. No more vertical. No moreladder. Thats not the way careers workanymore. Linearity is out. A career isnow a checkerboard. Or even amaze.” - Tom Peters, “The Brand Called You” http://www.linkedin.com
  • What are thekey elementsof a strong brand? http://www.linkedin.com
  • 1. Differentiation http://www.linkedin.com
  • 2. Visibility http://www.linkedin.com
  • 3. Authenticity http://www.linkedin.com
  • Developing TakeYour Brand Action http://www.linkedin.com
  • “ Everything you do -- and everythingyou choose not to do -- communicates the valueand character of the brand.“Everything from the way you handle phoneconversations to the email messages you sendto the way you conduct business in a meeting ispart of the larger messageyouresending about your brand.” - Tom Peters, “The Brand Called You,” http://www.linkedin.com
  • Determine Your Strengths • Ask friends/colleagues to describe you • Take a career assessment test • Contact the USC Career Planning and Placement Center http://www.linkedin.com
  • Develop an Elevator Pitch • Practice introducing yourself • Observe the pitches of people you admire • Check out www.15secondpitch.com • Use your pitch everywhere! http://www.linkedin.com
  • Become an Expert• Read key industry publications• Follow leaders on Twitter• Conduct informational interviews http://www.linkedin.com
  • Dress the Part• Watch how others in your industry dress• “Dress for the job you want”• Invest in key items http://www.linkedin.com
  • Help Others• Be a connector• Be the initiator• Do “small goods” http://www.linkedin.com
  • Enhance Your Online Presence • Track your “Google-ability” • Clean up any inappropriate content and be savvy about privacy settings • Determine the key social networks in your field http://www.linkedin.com
  • How LinkedIn In soCan Help many ways! http://www.linkedin.com
  • Your Friends’ Friends’ FriendsYour Friends’ FriendsYour Friends http://www.linkedin.com
  • Latin America Europe 3% 24% Over90 millionprofessionals Over 1 million company Asia 8% pages Africa 1% Over 150 industries Middle East 1% Executives from every Oceania 2% North America Fortune 500 firm Other 0% 61% http://www.linkedin.com
  • Live Demo of Angelica Urquijo profilehttp://www.linkedin.com/in/angelicaurquijo http://www.linkedin.com
  • 1. Extensive experience2. Innovative3. Motivated4. Results-oriented5. Dynamic6. Proven track record7. Team player8. Fast-paced9. Problem solver10.Entrepreneurial - LinkedIn http://www.linkedin.com
  • ------------------------------Jane DoeNational Company, Inc.Ph: (800) 555-1234Fax: (800) 555-5678Jane.Doe@National.comConnect with me on LinkedIn:www.linkedin.com/in/JaneDoe http://www.linkedin.com
  • http://www.linkedin.com
  • http://www.linkedin.com
  • 1 Connect with friends and family2 Maximize group affiliations3 Build and maintain new connections http://www.linkedin.com
  • http://www.linkedin.com
  • http://www.linkedin.com
  • Live Demo inside USC Alumni Group http://www.linkedin.com
  • http://www.linkedin.com
  • • Professional associations• Groups that support your personal brand• Groups that are large and active• Groups joined by people you admire http://www.linkedin.com
  • http://www.linkedin.com
  • http://www.linkedin.com
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  • Live Demo of Job Search & Applying for Job http://www.linkedin.com
  • http://www.linkedin.com
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  • Live Demo of LinkedIn Company Page http://www.linkedin.com
  • • Respect privacy concerns• It’s okay to “Archive” connection requests• Respond in a timely manner to messages and discussion comments• Apply the same manners online as you would in person http://www.linkedin.com
  • 1 Personal Branding Basics2 Developing Your Brand3 How LinkedIn Can Help4 Q&A http://www.linkedin.com
  • QuestionsFeedback: Hmmmmalumnics@usc.edu ... http://www.linkedin.com
  • http://learn.linkedin.com/ http://www.linkedin.com
  • See you onThank you LinkedIn! http://www.linkedin.com