LinkedIn 101 covers profile development and search engine optimization.

1. LinkedIn 101: Making LinkedIn Work
for You!
Emily Mulloy, Talent Acquisition Coordinator-North
America

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Why is it important?
› 332 million+ users
• WIM: Limitless networking opportunities
› 43.2% of users spend 0-2 hrs on site per week
• WIM: Short window of opportunity to make an
impression
› 22% of high level executives primarily use
LinkedIn for industry networking
• WIM: Opportunity to make important connections;
reminder that LinkedIn isn’t just for job-seekers

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Agenda
› Keyword Optimization
› Basic Profile Development
› Tool highlights
› Take-Away Items

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Keyword Optimization
› Foundation for later content discussion
› Boolean search method (AND, NOT, OR)
› Variable weighting given to each section
• Headline & Roles with highest weighting
› Important to include generalized words and
compensate for less common titles
• Ex. Business Partner | HR Generalist
• Live example (talent vs. recruiter)

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Keyword Activity
› Write down 2-3 keywords you can
start incorporating into your profile
today.
› How can you change your title to
make it authentic, but also more
generalized?

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Basic Profile Development
Photo
Headline
Summary
Roles
Recommendations

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Photo
› Profiles with a photo 11x more likely to be
visited
› Up to date
› Be wary of unintended messages
› Balance between displaying personality
and conveying professional value

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Photo Experiment
› Conducted by Jason Seiden (CEO, Brand
Amper)
› Posted variety of photos over the course of
several months
› Measured effectiveness
• Direct feedback
• Indirect feedback  Profile views, connection
requests, professional opportunities

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Photo Experiment: Which one “won?”
1 2 3

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Photo 1: The Headshot
› 75% scored it as high-
performing
• But couldn’t explain why
› Minimal personality; too
aggressive

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Photo 2: Mr. Nice Guy
› Inbox messages &
connection requests
exploded
• Inquiries for free advice
› Increased approachability
› Minimal professionalism 
lost image of valuable time

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Photo 3: The Screen Grab
› Best performer
• Social proof of skills
• Approachable, but professional
appearance
• Overall intriguing
› Run your own experiment
› No patience?
• Think about audience & intended
message; seek feedback

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Headline
› Extra keyword weight
• Be creative while still
optimizing
› Easy use:
• Sales Recruiter
› Better use:
• Talent obsessed recruiter passionate about attracting
top sales professionals
› Consider length, keywords, & authenticity

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Headline Activity
› Create a headline of your own!
• Consider keywords and length
• Capture personal brand and personality
› Another example
• Passionate about building Best-in-Class Global Sales
Teams
› Share!

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Summary
› “Relaxed business dinner”
› Consider intended audience
› Achievements, not tasks
› Where you’ve been, what
you’re doing, & where you want
to go

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Professional Roles
› Extra weighting in search algorithm
› Include all past professional roles
• Contributes to current value as a professional
› Ex. HR Generalist with background in marketing has
different value than an HR Generalist with a background in
finance
› Describe roles, focusing on the most “important”
tasks
• Emphasize accomplishments & unique value
› Add media, photos  color

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Recommendations
› Adds credibility and personality  social proof
› Be specific in your recommendation request
• Why are you seeking a recommendation?
• What areas/projects would you like them to focus on?
• Offer value in return
› Who could you ask?

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Tool Highlights
› Blogging feature
• Opportunity to become a thought leader and
contribute ideas
• Focus on quality, not quantity
• Forrester Social Media policies
› Connections
• Find Alumni

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Tool Highlights, contd.
› Interests  Groups
• Important to vet before joining
› Activity, growth, industries, demographics

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Tool Highlights, contd.
› Analytics
• Who’s Viewed You
› Profile views (y) actions taken (x)
› Keywords, demographics, etc.
• How You Rank

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Take-Away Items
› Pick an audience & intended goal
• Tailor your format, content, and language for what
works for you
› Fill out profile first; seek connections later
› Rethink “anonymous” for personal networking
› Be explicit in networking endeavors
› Dedicate & participate!
• Groups, connections, thought leadership

22. Thank you
Emily Mulloy, Talent Acquisition Coordinator-
North America
LinkedIn: www.linkedin.com/in/emilymulloy
Twitter: @emulloy