2. • Develop your personal “brand” (brand = reputation)
• Corporate pages and groups
• Online networking:
• Keep updated on people you know, and make new
Why should you use LinkedIn?
3. • 332 million users, 10 million in Canada (Nov. 2014)
• 40% users access LinkedIn daily (Jul. 2013)
• 47% LinkedIn visits via mobile (Q3, 2014)
• 4 million corporate pages (Q3, 2014)
• Most popular features: People You May Know, Groups
4. • LinkedIn is a PROFESSIONAL network
• LinkedIn ≠ Facebook (although they look similar)
• Careful about personal opinions – don’t “vent”
• Don’t expect to be headhunted, but…
• 19/20 of recruiters “vet” job candidates on LinkedIn
• LinkedIn ≠ Networking (it’s a networking TOOL)
Things to Remember
5. • Your Profile
• Home Page
• Job Search
• Expanding your Network
6. Your Profile
BANNER: PROFESSIONAL PHOTO & TAILORED HEADLINE
Photo: Headshot in professional attire with plain background.
Profiles with photos get 11x more views.
Banner: Focus on positives. Highlight specialties, and avoid sad-
sack terms like “in transition” or “looking for new opportunities.”
7. Your Profile
SUMMARY: YOUR SPECIALTIES, EXPERIENCE & SKILLS
Summary: Your value proposition (or the problem you solve),
experience and training, and call to action.
Guidelines: 1st person (3rd person is creepy). Use plain English,
and key words for searchability and impact.
8. Your Profile
JOB DESCRIPTIONS: CURRENT JOB (DETAILED)
Comprehensive: 6-10 bullets with similar level of information as
your resume. Give a clear idea of where you’re at in your career,
and the kind of duties you’re comfortable with.
9. Your Profile
JOB DESCRIPTION: PAST JOBS (LESS DETAIL, RECOMMENDATIONS)
Bare Bones: Job title, employer, dates, recommendations.
Motivate Contact: Encourage others to connect and find out more
by keeping an element of mystery.
10. Your Profile
SKILLS: HIGHLIGHT ABILITIES
Get found: Skills are searchable. Include technical, soft and I.T.
Ranking: Endorsements from connections get you ranked higher.
12. Edit Your Profile
CONTACT DETAILS HELP OTHERS REACH YOU
Privacy worries?: Create a LinkedIn-specific email that can be
changed if needed. Leave other contact info blank.
13. Edit Your Profile
PERSONALIZE YOUR LINKEDIN URL (PROFILE ADDRESS)
Make yourself easy to find: The standard URL ends with a string
of numbers. Personalize your LinkedIn address with some
combination of your name, and add this link to your resume.
14. Edit Your Profile
ADD SKILLS: SHOWCASE YOUR ABILITIES
Standards: When adding, choose from suggestions in drop-down.
16. Your Home Page
• A one-stop “hub” for communication
• Similar to the Facebook home page
• Updates from contacts
• Job opportunities (based on skills and work experience)
• See who’s looked at your profile, and suggestions for
people you may know
• Connect with past colleagues, classmates and teachers
• Connect after a networking meeting or course
• Connecting has several advantages:
• Access to your contact’s network
• Updates on your home page
• Endorsements and recommendations
• Up-to-date contact details
FIND A BUSINESS CONTACT ON LINKEDIN
Search Bar: Input what/who you want. Results in drop-down.
Categories: Results under Connections, Organizations, Groups…
Profile photo: Helps people recognize they have the right person.
CONNECT OR FOLLOW FROM YOUR CONTACT’S PROFILE PAGE
How you’ll connect: Follow influencers without connecting (you
receive updates on your home page). Connect with those you
wish to maintain 2-way communication.
THE CONNECTION WINDOW & DEFAULT MESSAGE
This is the default
YOU won’t want
spam requests from
So don’t “spam”
• This is IMPORTANT…
• Be careful about connecting using your smartphone
• The LinkedIn mobile app now allows you to personalize
your connection request, BUT it’s not the default setting
(and it only works for 2nd- and 3rd-degree connections).
• To personalize, first go to the person’s profile page and…
• Build and maintain your reputation:
• Ask questions and learn from other group members
• Share info and articles, get known as credible source
• Find out about professional networking events
• Connect with other group members
POSTS FROM GROUP MEMBERS APPEAR ON YOUR HOME PAGE
See the original on the Group Page: Click the title to open the
original post and get more details.
ORIGINAL POST ON GROUP PAGE
include links to
There are multiple
INTERACTING WITH GROUP MEMBERS
Options: Like or comment on the post, follow an individual
member, or REPLY PRIVATELY WITHOUT BEING CONNECTED!
ANOTHER WAY TO MESSAGE GROUP MEMBERS
On the group homepage, select Members list from the menu.
Note: Up to 15 messages per month to members outside your
network (all groups). Must be a group member for 4+ days.
45. Expanding your Network
• Coffee meetings (informational interviews) are important for
research, and for developing a strong reputation
• The majority of jobs available today haven’t been advertised
• Networking exposes you to the hidden job market:
• Impress with your attitude and creativity
• Get notified by contacts when new positions are posted
• Get referred/introduced by your contacts
• Overcome unspoken concerns (employment gaps, age,
language, lack of experience) and bypass ATS
46. Expanding your Network
• You need to meet and impress the people who influence
• LinkedIn can help:
• Find out who works in roles that interest you
• Learn how you’re connected to those people
• Leverage your contacts by asking for introductions
• Use coffee meetings to learn more about the organization
and department, and the best way to get hired
49. Expanding your Network
FIND OUT HOW YOU’RE CONNECTED TO THE COMPANY
1st degree: You know someone. Meet them!
2nd degree: Someone you know knows them. Click the number to
discover who can help you, and how you can get introduced!
51. Expanding your Network
FIND OUT WHO CAN INTRODUCE YOU
When you discover someone worth speaking to, see who your
shared connections are, and who can best introduce you.
52. Expanding your Network
Hi Kathy, I saw on LinkedIn that you know Sunil Mahashabde
at Suncor. I’m wondering if you would introduce me. I’d like to
learn a bit about Suncor and their recruiting department. If you
can make an introduction, please let Sunil know that I’ll only
need about 15-20 minutes of his time. I’m happy to meet
anywhere convenient for him, and coffee’s on me. Looking
forward to hearing back from you. Regards, Eric
ASK YOUR CONTACT FOR AN INTRODUCTION
Make it easy to say “yes”: Be clear about your purpose. Don’t
ask for too much. Most of all, don’t mention wanting to get a job
from the meeting (focus on information and learning). Then wait
for your contact to get back to you with email or phone details.
53. • Your Profile: Positive, detailed, but not too detailed
• Home Page: Your communication hub
• Connecting: Your online Rolodex
• Groups: Learn, share, build your reputation
• Job Search: Apply directly with LinkedIn
• Expanding your Network: Meet influencers and access the
hidden job market
54. One More Thing: The Gym Analogy
NO OVERNIGHT RESULTS. STEP-BY-STEP PROGRESS. JUST START!
• For more on networking and LinkedIn, check the CPA Alberta
Joint Venture Career Services resource page at: