LinkedIn Strategic Guidelines

Strategic
Guidelines
brought to you by
Bruce A. Bennett
Career Coach Corner
January 20, 2021

2
Zoom Etiquette and Controls
Please keep your phone on mute.
Zoom controls are at the bottom of the screen.
Moving cursor will display the control bar.

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Zoom Etiquette and Controls
The chat feature allows you to ask questions.
Type message and hit enter to send.

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Notes & Outline for session
General Notes for Today
My contact info is on last slide
Presentation will be available on SlideShare
Workshop is interactive, Q/A & Parking lot
Red Arrows
Outline
Why LinkedIn?
General tips
Enhancing your profile
Strategic Guidelines
Searching & Settings
Mobile App

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Goals for session
Learn how to create and post content
Understand how to use the hashtags #
Understand how to use the ampersand @
Identify opportunities to market yourself
Learn the advantage of using the LinkedIn
mobile app

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LinkedIn - What is it & Why use it?
Over 722 million professionals in more than 200
countries use LinkedIn to connect, exchange
information, ideas & opportunities!!
Virtual Resume
Create an Internet Presence
Business Networking Site
Research Individual or Company
 Norm Galvin at InsightsNow
Find Employment Opportunities
Networking, networking, networking!

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LinkedIn Profile - Add Profile Section

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LinkedIn Profile - Add Profile Section

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Important Messaging Setting

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Editing Your LinkedIn Profile URL

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Delete computer generated digits & Save

15
Customized LinkedIn Profile URL
Use on resume, cover letter, business card, job
applications, email signature

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Editing Your Profile
The pencil is an editing tool for your use

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Providing a custom banner enhances a profile
Use relevant image for your profession or brand

18
Use Google images to search for relevant image

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Editing Your Profile Contact Info

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Custom your website links by selecting Other

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LinkedIn Strategic Guidelines
1. All Star profile
2. Headline that’s descriptive and accurate, not title
3. About section with call to action
4. Utilize Skills section and other key words
5. Create relevant job search agents
6. Create a post, share image, write article, etc.
7. Use # and @ for better visibility on social media
8. Build your network of connections
9. Recommendations
10. Following target companies

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Your profile status is displayed on your Dashboard
Are you an All Star, Intermediate and Beginner?
LinkedIn will make recommendations to reach next level
Strategic Guideline - All Star Profile

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Your photo should have a professional appearance
Passport format with headshot
Any digital photo can be cropped to fit
Rename photo file for SEO before uploading it
e.g. Bruce Bennett LinkedIn Training.jpg
Strategic Guideline - All Star Profile

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Strategic Guideline - Headline
Headline can have 220 characters

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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 Headline Alternative - UVP

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The About section can have 2500 characters
Start with email address on the very first line
First paragraph should be about your skills, job
titles, work experience and passion
Second paragraph should relate how you added
value for a previous employer(s) - tell a STAR story
Final paragraph should tell how you can solve a
company’s problems or issues
Close with a call to action; “let’s connect….call me
if…or contact me if…”
Strategic Guideline - About Summary

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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 blue pencil
Strategic - Skills & Endorsements
2
1
3
47 more

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Strategic Guidelines - LinkedIn Skills
You choose which three skills to feature

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Strategic Guidelines - LinkedIn Skills
Start typing a new skill to identify best fit
LinkedIn auto populates & defines key skills

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Strategic Guideline - LinkedIn Skills
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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Take Skill Quiz is a feature that is getting traction
You might ask yourself why is it so important?

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Take Skill Quiz
offers several
categories to
test your
knowledge.

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Once you pass
the quiz, a
badge is
featured next
to the skill.

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Strategic Guideline - Skills Nuance
Strategically place skills in your work experience
Job Title (then list skills used in that position)
Insert key skills again in the detailed section

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Best Practice - Job Search Agent
LinkedIn suggestions based on profile, skills, company, etc.

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Interview Prep provides sample Q & A with video & tips
Strategic Guideline - Job Search Agent

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Categories button offers additional questions

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Play video to understand framework & read tips

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Select a question and view video suggested answer

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LinkedIn allows for verbal and/or written practice

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

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Search for relevant jobs posted on LinkedIn
Use a job title & location to start a search
Best Practice - Job Search Agent

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

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All job filters allow for expanded searching by date
posted, salary, job type, Company, and….

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And… job function, experience level, title or benefits

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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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Strategic Guideline - Your Dashboard
Review activity & interest about your profile

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Strategic Guideline - Your Activity
Activity posting can be about articles, recognition, etc.
Viewing activity of others may be helpful & important

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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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Creating a post is an easy process
Start on the home page and click on Start a Post

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Click on the Anyone drop down menu to select who
receives the post

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You can send to Anyone, + Tweet, connections only,
or LinkedIn Group members

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You can select a LinkedIn Group to post your message

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Type message and add @ or # to target recipients

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Content is complete and ready to Post

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Post is successful confirmation, click view to see it

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Strategic Guideline – 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
Can A Company Use # and @??

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Strategic Guideline - Hashtags
Enter in a topic to find variations of the theme

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Strategic Guideline – Hashtags
LinkedIn indicates how many followers a topic has

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Strategic Guideline - Ampersand @
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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A company
receives notice
that you
referenced them
in a post

69
LinkedIn suggests hashtags and Groups to follow
Strategic Guideline - Build Network

70
LinkedIn suggests alumni, similar roles, local area,
industries, Group members as connections

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Click on blue Connect button

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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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3 dots
reveal
several
options
including
Connect
Building Your LinkedIn Network

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Strategic Guideline - Recommendation

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Strategic Guideline - Follow Company
Keep current with your Interests & 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 - Follow Companies

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Like, Comment or Share to engage with a company

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Best Practice - Follow Companies

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Strategic Guideline - Who Viewed You
Review from the home or profile page
Last five people are viewable with a free account

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Best Practice - Who Viewed You?

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

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LinkedIn Searching
Use LinkedIn’s array of search filters to fine tune results

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LinkedIn Searching
All people filters allow for searching by Connections of,
location, Companies, Industries, Schools, and…

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LinkedIn Searching
And… services, names, title or company
e.g. Talent Acquisition Recruiter at Brunswick

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LinkedIn Settings
There are three profile viewing options

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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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LinkedIn Mobile
High level of functionality
Instant communication
Record audio message
Tool for networking events
#Networking

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LinkedIn Mobile App
LinkedIn mobile makes it
easy to network and stay
connected with your
network.
The mobile app version has
great tools to facilitate it.

99
LinkedIn Mobile Adding a Connection
You can personalize a request
to connect on LinkedIn mobile.
1 Go to their Profile page.
2 Click the MORE button.
A new screen will be displayed.
1
2

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LinkedIn Mobile Adding a Connection
Select Personalize invite and
write your invitation to connect.
Limited to 300 spaces.

101
LinkedIn Mobile Messaging
Messaging offers instant
communication with your
network.
1 Go to the Home page.
2 Touch the symbol.
2
1

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Messaging offers ability to
search messages.
Green circle indicates they are
active on LinkedIn
1 To search for a message.
2 To create a new message.
1
2

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You can send more then a
plain text message.
Use regular keyboard
controls on Smartphone to
add emoji, gifs, or other
media.
Or send a short audio
message by selecting the
microphone.
1
1

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LinkedIn Mobile App Networking Tools
LinkedIn has made it easy
to share your profile with
others at networking
events.
1 Go to the Home page.
2 Touch the symbol.
A new screen will be
displayed.
2
1

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1 You can scan another
person’s code.
2 Add saved code from gallery.
3 Scan QR code to display
their profile.
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3

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Profile from scanning my
laptop screen is displayed!

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1 You can scan another
person’s code.
2 Your code is displayed
for scanning.
3 Share your code via
email, tweet, Facebook, etc.
4 Save Qcode to your
phone.
2
1
3
4

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McHenry County Workforce Network
McHenry County Workforce Network Website
Personalized Job Search Assistance Services
To sign up, request the professional directly by email
LinkedIn Critiques
60 minute session Virtual Session is a one on one
profile review and/or Q&A about LinkedIn usage
Set up an appointment: mcwnbennett@hotmail.com

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Upcoming Events
Career Workshops & Services
Resumes, Cover Letters & Applying Online
Wednesday February 3, 2021 from 1:00pm to 3:00pm.
Guide to a Winning Interview
Monday February 8, 2021 from 1:00pm to 3:00pm
Network to Success Job Club
Using Social Media in Job Search
Wednesday February 10, 2021 from 1:00pm to 3:00pm
LinkedIn for Your Job Search
Monday February 15, 2021 at 1:00pm to 3:00pm

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Success Stories
Jeremy H. – IT Professional
Improved his profile after this workshop & 1on1 critique to get found & hired
Richard S. – Project Manager
Attended workshops and incorporated learnings to get hired
Maria A. – Change Agent
Incorporated my recommendations, found on LinkedIn and offered job
Liz Z. – Graphic Design
Attended my workshops, used LinkedIn effectively and offered job
Rick P. – Sales Professional
Improved his profile after workshops & 1on1 critique
I want to add your name to the list!!

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/
https://bruce73.wordpress.com/upcoming-presentations/
Podcast: https://www.spreaker.com/show/b-squared-linkedin

LinkedIn Strategic Guidelines

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