LinkedIn Strategic Guidelines

Strategic Guidelines
brought to you by
Bruce A. Bennett
Career Coach Corner
November 15, 2023

2
Introduction & Notes for Workshop
Introduction
MCWN Volunteer since 2010 & Contractor from 2018
Career Coach Corner Blogger & Presenter
B² Discuss LinkedIn Podcaster
LinkedIn user since 2006
General Notes for Today
My contact info is on the last slide
Workshop is interactive, Q/A & Parking lot
Presentation file is available online at SlideShare (no recording)
Follow-up email includes a link to the deck and evaluation
survey

3
Outline for session
Outline
Why LinkedIn?
General tips
Enhancing your profile
Strategic Guidelines
Searching & Settings
Mobile App

4
Goals for session
Learn why to create and post content
Understand how to use the hashtag # symbol
Recognize how to use the at @ symbol
Identify opportunities to market yourself
Discover the LinkedIn mobile app benefits

5
LinkedIn - What is it & Why use it?
Over 950 million professionals in more than 200
countries use LinkedIn to connect, exchange
information, ideas & opportunities!
 More than 90% of recruiters search for candidates on LinkedIn
 45 million people use LinkedIn to job search weekly
 6 people are hired on LinkedIn every minute
 77 job applications submitted every second
Source: https://blog.hootsuite.com/linkedin-statistics-business

6
Your View of My Introduction Card

7
Use the More
button to
reveal
additional
options
including the
Connect

8
My View of My Introduction Card
Creator Mode Help

9
My View of the Introduction Card

10
LinkedIn Profile - Add Profile Sections

11

12

13

14
Important Messaging Setting!!!

15
Editing Your LinkedIn Profile URL

16
Delete
computer
generated
digits &
Save

17
Use on
resume,
cover letter,
business
card, job
applications,
email
signature

18
Adding a Custom Banner
Providing a custom banner enhances a profile

19
Use a relevant image of
your profession or
brand
1600 x 400 pixels is the
suggested banner
size
LinkedIn has a few
custom images to
select from generic to
current topics,
e.g. BLM or LGBTQ

20
This is the
Upload a Photo
option that
allows you to
adjust the
image to size

21
Use Google Images to search alternate options

22
https://www.freewordcloudgenerator.com/generatewordcloud

23
Editing Your Profile Contact Info
Check your contacts for email & phone

24
Editing Your Profile Contact Info
Your contact info should include email & phone

25
LinkedIn Strategic Guidelines
1. All Star profile
2. Headline that is descriptive and accurate, not title
3. Add media to the Featured & Experience sections
4. About section with a call to action
5. Utilize the Skills section and other keywords
6. Create relevant job search agents
7. Create a post, share an image, write an article, etc.
8. Use # and @ for better visibility on LinkedIn &
social media
9. Recommendations
10. Name pronunciation - Mobile app

26
Strategic Guideline - All Star Profile
All Star profiles are 40x more likely to receive job opportunities
There are several stages to developing your LinkedIn profile
1. Beginner
2. Intermediate
3. Advanced
4. Expert
5. All Star
LinkedIn will suggest actions to reach the next level under your
Introduction card until you achieve an All Star Profile
How to Achieve All-Star Status on LinkedIn in 2020 Article
How To Get LinkedIn All-Star Status as a High-Skilled and
Underrepresented Candidate in 2022 Article

27
Strategic Guideline – Profile Photo
Your photo should have a professional appearance
Passport format with a headshot
Any digital photo can be cropped to fit
Rename the photo file for SEO before uploading it
e.g. Bruce Bennett Fishing Guide.jpg

28
Strategic Guideline - Headline
Headline can have
220 characters
Separate your
skills with a space
and pipe symbol
or create a Unique
Value Proposition
(UVP)

29
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

30
Strategic Guideline - Add Media
Featured section
is an ideal place
to share photo
ops, documents,
work examples,
etc.

31
Strategic Guideline - Add Media
Adding media to
your Experience
section is
another ideal
place to share
photo ops,
documents, work
examples, etc.

32
The About section can have 2600 characters
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…contact me
if…call me if”
Strategic Guideline - About Summary

33
Strategic Guideline - Skills
Two skills are featured but you can have 50 skills
You can add a new skill by clicking the + hyperlink symbol
The skills can edited by clicking on the pencil
Add a new skill Edit your skills

34
LinkedIn suggests
key skills based on
your profile
Click on the skill and
Save it to add to
your profile
Or type in a skill to
add it to your profile

35
Type a new skill and LinkedIn
suggests variations of the skill
Customer = Service, CRM,
Satisfaction, Retention, Experience,
Support, etc.
Skills at the top of the list are
more widely searched

36
You can select the role
in which you gained
the experience
Multiple positions can
be selected for the skill

37

38
Best Practice - Skills & Endorsements
You can edit the
skills by
clicking on the
pencil
Click on 3 dots
to reorder your
displayed skills
or check
Endorsement
settings

39
Strategic - Skills & Endorsements
Click on the
symbol and drag the
skill to the new
position

40
Endorse connections to receive endorsements

41
When you click on the
Demonstrate Skills button
it opens this page
You can Demonstrate soft
skills by writing or
recording a response that
will be included with
relevant job applications
Take Skill Assessments is a
feature that is getting
traction

42
Completing Skill Assessments may benefit your job search

43
Skill Assessments offers several categories to test
and validate your knowledge

44
Strategic Guideline - LinkedIn Skills
Once you pass
the quiz, a
badge is
featured next
to the skill

45
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

46
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

47
Strategic Guideline - Job Search Agent
A job search
agent can be
created easily
You can save up
to 10 different
job searches
using different
job titles, and
many other
filtering criteria

48
Strategic Guideline - Job Search Agent
All filters allow
for expanded
searching by
Date posted,
Experience
level,
Company
and more….

49
LinkedIn Easy Apply Application
Use Easy Apply if NOT listed on Company Website

50
Analytics & Tools
Review activity and
interest in your profile
The Analytics section is
only available to you for
review

51
Strategic Guideline - Your Activity
Activity posting can be
articles, recognition, etc.
Try to include an article
hyperlink, image or video
Click on See all Activity to
view additional content

52

53

54
Information about the individuals viewing your posts

55
Post analytics
Impressions offers
insights about the
exposure your
activity
Periods range from
past 7 days, 14
days, 28 days, 90
days and 365 days

56
Post analytics
Engagements detail
the reactions to your
activity

57
Demographics
information covers
several categories
Top demographics
can display Job
titles, Locations,
Industries, Seniority,
Company size and
Company

58
Creating a post is an easy process
Start on the Home page and click on Start a post

59
Click on the Anyone drop-down menu
to select who receives the post

60
You can send to Anyone, +Twitter, Connections only, or a
LinkedIn Group

61
You can select
only ONE
LinkedIn
Group to
post your
message

62
Type a message and
add # to increase
the number of
recipients
Or use @ to tag
specific
individuals or
company

63
Add hashtags to reach
a larger audience
#careers 22.5M
#socialmedia 19.7M
#personaldevelopment 14.7M
The content is complete
and ready to Post

64
Confirmation
the post is
successful
Click View to
see, review
and/or edit it

65
You can schedule your post for a later time

66
Strategic Guideline - Hashtag - #
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

67
Strategic Guideline - Hashtags
Enter in a topic to find variations of the topic

68
LinkedIn reveals how many followers a topic has

69

70
Strategic Guideline - @
The @ symbol tags a specific person or
company
The tagged person receives mention notice
e.g. @DenisCurtin
Or @BruceBixler
Or @Brunswick Corporation
Both symbols work with other social media

71
When typing a
name, click on the
person in the
dropdown list

72
LinkedIn
completes the
name for you &
hyperlinks it
Complete typing
your comments
and click the
Post button

73
The individual receives notice that you tagged them
People that follow the individual will see it in their feed

74
The company
receives notice
that you tagged
them in a post

75
Three levels of connections
Your LinkedIn Network - 1st, 2nd, or 3rd

76
Strategic Guideline - Build Network
LinkedIn suggests many ways to build a network
 People you may know from the University of South Florida
 Top emerging creators to follow
 Pages to follow based on your activity
 People you may know with similar roles
 People in the Professional Training & Coaching industry
 Online events for you
 Groups you may be interested in

77
People you may know with similar roles
Click on their name or photo to connect

78
Click on the blue Connect button

79
A dialogue box pops up with two options
Add a note customized to the person
Send now produces a generic spam-like message

80
A personal note
greatly increases
the likelihood of a
successful
connection
Only 300 characters
can be used for the
note

81
Building Your LinkedIn Network
Click on the More
button to Connect
and reveal several
other options

82
Strategic Guideline - Recommendation
Recommendations are
meaningful and add an
important element to
your profile for
consideration
Include a quote from your
Recommendations and
add it to specific work
experiences further
validates your
capabilities to the
viewer

83
Strategic Guideline - Follow Company
Keep current with your
Interests & target companies
LinkedIn enables you to easily
view news & jobs
This also enables you to
engage with the company

84
LinkedIn company page
features many details
Following the company
makes it easy to stay
informed and up to date
about it
Jobs can usually be found
on their company page

85
The About section
features an overview
with many details
about the company
You can let a
company know you
are interested in
working there

86
Best Practice - Follow Companies
Like, Comment or Repost to engage with a company

87
Additional Job search
agents can be specific
for your target company
You are more likely to be
viewed when liking,
commenting or sharing
their content
It demonstrates you are
engaged with the
company

88
Who Viewed You?
Review Profile Views
from the home or
profile pages
Last five people are
viewable with a free
account

89
Who Viewed You?
The 5 most recent five people are identified with a free
account except those that want to remain anonymous

90
LinkedIn Searching
Find people,
companies,
jobs, groups
using the
search option
Use LinkedIn’s
array of
search filters
to fine-tune
results

91
LinkedIn Searching
All filters
allow for
searching
by
Connections
of, Location,
Companies,
Industries,
Schools,
and…

96
LinkedIn Settings
There are three
profile viewing
options
You want to let
individuals and
companies
know that you
are looking at
them

98
LinkedIn Mobile
High level of functionality
Instant communication
Record audio message
#Networking

99
LinkedIn Mobile App
LinkedIn mobile makes it easy to
network and stay connected with
your network.
The mobile app opens to your
home page for viewing network
feed.

100
Strategic Guideline - Name Pronunciation
Name Pronunciation
displays a speaker next
to your name.
LinkedIn mobile app
allows you to add it.
Click on your profile
settings to add name
and/or brief message.
Save a 10-second
recording as last step.

101
Strategic Guideline - Profile Video
The Profile Video was
discontinued after June 26th. It
now reads View or Edit profile
video
This allowed you to add a 30-
second video to your profile.
Click on the + symbol to
explore if they restored this
option.

102
LinkedIn Mobile Adding a Connection
You can personalize
a request to connect
on LinkedIn mobile.
1 Go to their Profile.
2 Click the symbol.
A new screen will be
displayed.
2
1

103
LinkedIn Mobile Network Page
Manage network connections
from this page.
Accept invitations or select
person to invite & write personal
note to connect.
Limited to 300 spaces.

104
LinkedIn Mobile App Posting
LinkedIn has made it
easy to post options
are numerous using the
app.
Note the bubble at the
top of the page. Touch
the symbol. A new
screen will be
displayed.

105
LinkedIn Mobile Messaging
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.
A new screen will be displayed.
1
2

106
LinkedIn Mobile Messaging
You can send more then a plain
text message.
Click on the + symbol to add
attachment, camera, video,
photos, or GIF.
Or send a short audio message by
selecting the microphone.

107
LinkedIn Mobile App Notifications
This page replicates the desktop
version. It will display recent
activity about your network.

108
LinkedIn Mobile App
The Jobs button
displays most of the
features available on
the desktop version.
Click on See more to
display the app
features.

109
LinkedIn Mobile App
LinkedIn has made it easy to
share your profile with others
at networking events.
1 Click on the symbol.
A new screen will be displayed.
1

110
LinkedIn Mobile App
1 You can scan another person’s code.
2 Your code is displayed for scanning.
3 Share your code via email, Facebook, etc.
4 Save QR code to your phone.
2
1
3
4

111
Success Stories
Mandi S. - Sales
Karl K. - Marketing
Raj S. - Financial Industry
Rich K. - Sales
Patti P. - Executive Assistant
Jackie L. - Financial Industry
William V. - Sales
I want to add your name to the list!

112
McHenry County Workforce Network
November Career Workshops & Services
Free Personalized Job Search Assistance Services
To sign up, email the professional directly
A LinkedIn Critique is a 60-minute Virtual Session is a one on one
profile review and/or Q&A about LinkedIn usage
Email me to set up an appointment: BABennett73@gmail.com

113
Upcoming Webinar Events
Resumes, Cover Letters and Applying Online
Wednesday December 6, 2023 from 10:00am to 12:00pm
Guide to a Winning Interview
Monday December 11, 2023 from 10:00am to 12:00pm
Network to Success Job Club
Learnings from Successful Job Searchers
Wednesday December 13, 2023 from 1:00pm to 3:00pm
LinkedIn for Your Job Search
Monday December 18, 2023 from 10:00am to 12:00pm

Feel free to 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

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