For Your Job Search: LinkedIn Profile Optimization

For Your Job
Search
brought to you by
Bruce A. Bennett
Career Coach Corner
November 18, 2019

2
Introduction & Notes for session
Introduction
Professional Career in Media & Marketing Research
MCWN Volunteer & Contractor
Career Coach Corner Blog & Presenter
General Notes for Today
My contact info is on last slide
Workshop is interactive
Q/A & Parking lot
Red Arrows
Evaluation forms are 2 sided
Other: LinkedIn Job Search
Comments on the survey forms
Sign out of LinkedIn

3
Outline & Goals for session
Outline
Why LinkedIn?
Navigation tabs
Enhancing your profile
Best Practices - Break
Building your network
Searching
Settings
Goals
Recognize the difference between a resume & profile
Understand how to build a compelling profile
Create a relevant job search agent in LinkedIn
Research employers on LinkedIn & the Internet

4
LinkedIn - What is it & Why use it?
Over 645 million professionals use LinkedIn to
exchange information, ideas & opportunities!!
Virtual Resume
Create an Internet Presence
Business Social Networking Site
Connection referrals
Research Individual or Company
 Norm Galvin at InsightsNow
Find Employment Opportunities

6
LinkedIn Navigation Tab - Home

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LinkedIn Navigation Tab - My Network

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LinkedIn Navigation Tab - Jobs

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LinkedIn Navigation Tab - Messaging

10
Important Messaging Setting

11
LinkedIn Navigation Tab - Notifications

12
LinkedIn Navigation Tab - Me

13
LinkedIn Navigation Tab - Work

14
Profile Overview
Editing Your Profile Information

15
Editing Your LinkedIn Profile URL

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Delete computer generated digits & Save

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Editing Your Profile
Providing a custom banner enhances a profile

20
Editing Your Profile Contact Info

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LinkedIn Best Practices
1. All Star profile with photo
2. Headline that’s descriptive and accurate, not title
3. Summary section with call to action
4. Utilize Skills section and other key words
5. Create a job search agent
6. Activity update reading a book, view webinar
attending a seminar, trade show or conference
7. Use # and @ for better visibility on social media
8. Build your network of connections
9. Recommendations
10. Following target companies
11. Who Viewed Your Profile?
12. Participation & discussions in Network & Groups

26
Have a professional photo appearance
Passport format with headshot
Contrasting plain background
Rename photo for SEO
e.g. Bruce Bennett LinkedIn Training.jpg
Best Practice - Photo

27
Optimize Your Important SKILLS
The first word in your headline gets the SEO results from
LinkedIn’s search algorithm.
Thus, it’s critical that you start your headline with your
most important SKILL.
Many members don’t understand this, so if you do it, you
will get powerful SEO results.
It matters because if you don’t come up high in search
results, then you won’t get the chance to convince
someone to click through to your profile.
LinkedIn Profile Nuance

29
Most people have a headline that states their position
It doesn’t tell people why they should connect with you
It doesn't tell them how you add value
It doesn't tell them how you can solve their problem
You have to set YOURSELF apart
You need to show that YOU are the expert
Best Practice - Headline

30
Multiple Choice Quiz Time
A. B2B Sales at MNO Company
B. Bilingual B2B Sales Professional at MNO Company
C. Fluent Bilingual B2B Sales Professional Helping French and
American Companies expand their International Presence
A. Marketing Manager at XYZ Company
B. Successful Marketing Manager of Brands at XYZ Company
C. Internet Marketing Expert | Looking For New Business
Partnerships That Need Help With Marketing... Lets Connect!
LinkedIn Profile UVP

31
Best Practice - Headline
Include Skills in your positions and headline
 Never use the word “Searching” or “Opportunity” in
your headline.
 2018 top ten overused buzzwords on LinkedIn used last year
Specialize, Experienced, Skilled, Leadership, Passionate,
Expert, Motivated, Creative, Strategic, Focused
 2019 overused buzzwords on LinkedIn used last year
Energetic, Passionate, Tenacious, Value-Add, Expert,
Ninja, Guru

32
• Your summary could start with email address and
contact information on the very first line
• Paragraph one should be about what you do, your
job title, work experience and keywords (your
defined skills)
• Paragraph two should show how you have added
value to a previous employer - tell a story (STAR)
• Paragraph three should tell how you will solve a
company’s problems - use a story (STAR)
• Close with a call to action, “call me if……”
Best Practice - Summary Structure

33
Three skills are featured but you can have 50 skills
You can add a new skill by clicking the hyperlink
The skills can reordered by clicking on the pencil
Best Practice - LinkedIn Skills

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You choose which three skills to feature

35
Start typing a new skill to identify best fit
LinkedIn auto populates & defines key skills

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It is imperative to add all your skills to your profile
You might ask yourself why is it so important?
This Is Why I Emphasize Skills

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Best Practice - Job Search Agent
LinkedIn suggests jobs based on your profile data,
e.g. job titles, skills, companies, etc.

39
Update career interests to inform recruiters with your
expertise, job titles, and locations

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Update career interests to inform recruiters with your
expertise, job titles, and locations

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Update career interests to inform recruiters and/or all
LinkedIn members with your job titles, and locations

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Update career interests to inform recruiters with the types
of employment you would consider

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Search for relevant jobs posted on LinkedIn
Use a job title & location to start a search

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LinkedIn Job Search Agent
Searches can be filtered on many criteria & saved

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Opt in for Daily or Weekly updates
Select notifications, email or both
LinkedIn Job Search Agent

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Apply button redirects you to company website
LinkedIn Job Applications

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Use Easy Apply if NOT listed on Company Website
LinkedIn Easy Apply Application

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LinkedIn Easy Apply Application

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LinkedIn Easy Apply Job Application

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LinkedIn Easy Apply Job Application

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Best Practice - Activity Dashboard

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Best Practice - Your Activity
Activity posting can be about articles, recognition, etc.

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Find information about the individuals viewing
your posts to determine if your message
is reaching the intended targets

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Best Practice – Hashtags & @
 The hashtag # symbol is a powerful tool
 Use it to reach a larger audience
 Gain more visibility and/or marketing
 Appropriate use is #LinkedInTips
 Those individuals following #LinkedInTips
will have it appear in their feed
 The ampersand @ symbol allows you to reach,
market to or recognize a specific person
Appropriate use .e.g. @MaureenMueller or
@BruceBixler
 Both symbols work with other social media

60
Enter in a topic to find variations of the theme

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LinkedIn indicates how many followers a topic has

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When typing a name, click on the person in the list

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LinkedIn completes the name for you & hyperlinks it

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Complete typing your comments and click the Post
button to complete the action
The individual will receive a notice that you
referenced them in a post

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LinkedIn recommends connections and alumni
Building Your LinkedIn Network

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Click on blue Connect button

67
Dialogue box pops up with two options
Add a note customized to the person
Send now produces a generic spam like message

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Make it personal and engaging
There is a limit of 300 characters

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2nd Level – Click Connect Button, Message Locked

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2nd Level – Click connect or Message group member

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3rd Level - Click on 3 dots to connect

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3 dots
reveal
several
options
including
Connect

74
Best Practice - Follow Companies
Keep current with your target companies
LinkedIn enables you to easily view news & jobs

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LinkedIn company page features many details

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Best Practice - Search Companies

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Best Practice - Who Viewed You?

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Best Practice - LinkedIn Groups
Two ways to access your LinkedIn Groups

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Not all Groups are created equal
Vary with members #s and activity

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Not all Groups are created equal
Vary with members #s and activity

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This is Linked N Chicago (LiNC) group
You can change settings or leave a group

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You can view & search the members of a group
This makes it easy to message a non-connection

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These 2 posts from Linked N Chicago (LiNC)
illustrate one reason to join groups

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Best Practice - Group Participation
Become a "SME”, post new topic or respond to posts

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LinkedIn Searching
Find people, companies, jobs, groups using various
search filters

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LinkedIn Searching
Location, current company are 2 great search filters

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LinkedIn Searching
Using All Filters allow for expanded searching by job
title, e.g. Recruiter or Talent Acquisition

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LinkedIn Settings
Settings are divided into four main areas

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LinkedIn Settings
Add 2nd email addy and mobile number

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LinkedIn Settings
There are three profile viewing options

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LinkedIn Settings
You can turn off sharing edits if you are making
multiple changes to your profile

99
LinkedIn Settings
Upload your resume under Job Application Settings

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LinkedIn Settings
Additional information & settings are available

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JobScan.co for LinkedIn
Compares your resume to job description

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My resume scored 35% when compared to Echo job

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LinkedIn optimization requires a premium service

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Success Stories
Jeff B. – Project Manager
Enhanced his LinkedIn profile after this workshop and got hired
Jeremy H. – IT Professional
Improved his profile after this workshop & 1on1 critique to get found & hired
Nick C. – Retail Loss Prevention
Attended all workshops and incorporated learnings to get hired
Samantha B. – Senior Year College Student
Incorporated my recommendations, found on LinkedIn and offered job

105
McHenry County Workforce Network
November Career Workshops & Services
McHenry County Workforce Network Website
Personalized Job Search Assistance Services
To sign up, request the professional directly by email
LinkedIn Critiques
60 minute session is a one on one profile review
and/or Q&A about LinkedIn usage
Bruce Bennett – November 18 & December 2 & 16
1:00pm, 2:00pm or 3:00pm
Email: mcwnbennett@hotmail.com

106
Upcoming Events
McHenry County Workforce Network
500 Russel Court, Woodstock IL 60098
Getting Started with LinkedIn
Webinar Available on MCWN website
Start with a Resume and Finish with an Interview
December 2, 2019 from 9:00am to 12:00pm
LinkedIn for Your Job Search
November 16, 2019 from 9:00am to 12:00pm
Crystal Lake Public Library
126 W Paddock St, Crystal Lake, IL 60014
Using Social Media in Job Search
Friday January 21, 2020 from 2:30pm – 4:00pm

Feel free to follow up or
connect with me on LinkedIn
Bruce A. Bennett
Mobile: 815-302-9552
Email: BABennett73@gmail.com
LinkedIn: http://www.linkedin.com/in/bruceabennett
Career Coach Corner Blog: http://bruce73.wordpress.com/
Podcast: https://www.spreaker.com/show/b-squared-linkedin

For Your Job Search: LinkedIn Profile Optimization

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