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Unlocking LinkedIn: 
Finding Your Dream Job 
or Client 
Michael McCallister 
Michael McCallister, STC-Wisconsin September 2014
Who am I? 
• Senior Document Architect, PKWARE 
• Books about openSUSE Linux and WordPress 
• Blog: Notes from the Metaverse (metaverse.wordpress com) 
Michael McCallister, STC-Wisconsin September 2014
Michael McCallister, STC-Wisconsin September 2014
Ask questions any time! 
Michael McCallister, STC-Wisconsin September 2014
What We’re Covering 
● Making Your Profile Shine 
● Demonstrating Authority by Contributing Content 
● Searching for Your Dream Job/Client 
Michael McCallister, STC-Wisconsin September 2014
Origins of LinkedIn 
How do you break through the Old Boys 
Network? 
Understand the connections people make in 
the business world!
LinkedIn: Two Key Numbers 
● 300+ million profiles (April 2014) 
● More than 3 million companies 
represented (August 2014) 
Michael McCallister, STC-Wisconsin September 2014
Making a Shiny Profile 
Michael McCallister, STC-Wisconsin September 2014
All Star Profile 
More than just a resume 
Michael McCallister, STC-Wisconsin September 2014
Components of an All Star Profile 
• Photo 
• Headline 
• Background Summary 
• Job History 
– Projects 
– Portfolio 
– Recommendations 
Michael McCallister, STC-Wisconsin September 2014 
• Publications 
• Education / Coursework 
• Skills/Endorsements 
• Portfolio 
• Honors & Awards 
• Certifications 
• Volunteer Experience
Make it Easy to Find You 
Michael McCallister, STC-Wisconsin September 2014
Company Pages 
• Recommend for Independents / Consultants 
• If you're full time, but available for freelance assignments 
Michael McCallister, STC-Wisconsin September 2014
Company Page: 
Required Components 
● Company Name 
● Company Description 
● Company Type 
● Company Size 
● Website URL 
● Main Company Industry 
● Company Operating Status 
Michael McCallister, STC-Wisconsin September 2014
Contributing Content: 
Groups, Publishing and Updates 
Michael McCallister, STC-Wisconsin September 2014
Participating in Groups 
● Demonstrate your knowledge and authority 
● Get more visits to your profile 
Michael McCallister, STC-Wisconsin September 2014
Targeting Groups 
● Identify your interests 
● Identify your clients' interests 
● Find the right group(s) 
Michael McCallister, STC-Wisconsin September 2014
The “Right Group”? 
● Large 
● Active 
● Relevant 
Michael McCallister, STC-Wisconsin September 2014
Status Updates 
Still content 
Michael McCallister, STC-Wisconsin September 2014
Status Updates 
● Tweets, only longer 
● Facebook wall posts, only more 
professional 
● Links to quality content (not 
necessarily your own) 
Michael McCallister, STC-Wisconsin September 2014
Professional Publishing Platform 
Blogging at LinkedIn 
Michael McCallister, STC-Wisconsin September 2014
PPP: Ever Expanding 
• Influencers: Celebrities, CEOs and 
Politicians (2012) 
• Top Influencers: LinkedIn 
members with lots of followers 
(2013) 
• Everybody (2014) 
Michael McCallister, STC-Wisconsin September 2014
Demo: Professional Publishing 
Michael McCallister, STC-Wisconsin September 2014
Searching for Experts 
(and future colleagues) 
Michael McCallister, STC-Wisconsin September 2014
Follow Your Favorite Companies/Orgs 
• See what's happening right in your 
news feed 
• Learn about jobs 
• Get “who to follow” suggestions 
Michael McCallister, STC-Wisconsin September 2014
Colleges: Old Boy Network Revisited 
• See what's happening right in your 
news feed 
• See Notable Alumni 
• Get “who to follow” suggestions 
Michael McCallister, STC-Wisconsin September 2014
Search! Search! Search! 
• Basic search plenty useful 
• Advanced search even more 
granular 
• Premium Search 
Michael McCallister, STC-Wisconsin September 2014
Basic Search: Plenty Useful 
• Relationship 
• Location 
• Current Company 
• Industry 
Michael McCallister, STC-Wisconsin September 2014 
• Past Company 
• Profile Language 
• Nonprofit Interests
Advanced Search: More Granular 
• First/Last Name 
• Title 
• Company 
• School 
Michael McCallister, STC-Wisconsin September 2014 
• Location (in or near) 
• Country 
• Postal Code
Premium Search: Anything you need 
• Groups 
• Years of Experience 
• Function 
• Seniority Level 
Michael McCallister, STC-Wisconsin September 2014 
• Interests 
• Company Size 
• Fortune 1000 
• When Joined
Connecting with folks who matter 
• Connect with 2nd level network 
people 
• Connect with Group members 
• InMail 
Michael McCallister, STC-Wisconsin September 2014
Is a Premium Membership Worth it? 
Michael McCallister, STC-Wisconsin September 2014
LinkedIn Executive Benefits 
• Very granular search 
• Saved searches 
• Analytics for posts 
• Send 25 InMails per month 
• Who viewed your profile? Analytics 
for those too 
● Costs 
– Executive Plan $75/mo 
– Pro Plan $440/mo (!) 
Michael McCallister, STC-Wisconsin September 2014
LinkedIn for Journalists 
• Lively group (Large, Active and Relevant) 
• Monthly training on finding news sources 
• Get trained: Get a year of Premium free! 
Michael McCallister, STC-Wisconsin September 2014
Connect with Me 
• LinkedIn: www.linkedin.com/in/workingwriter 
• Web: michaelmccallister.com 
• Twitter: @workingwriter 
Michael McCallister, STC-Wisconsin September 2014
Questions? 
Michael McCallister, STC-Wisconsin September 2014

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Unlocking LinkedIn: Finding Your Dream Job or Client

  • 1. Unlocking LinkedIn: Finding Your Dream Job or Client Michael McCallister Michael McCallister, STC-Wisconsin September 2014
  • 2. Who am I? • Senior Document Architect, PKWARE • Books about openSUSE Linux and WordPress • Blog: Notes from the Metaverse (metaverse.wordpress com) Michael McCallister, STC-Wisconsin September 2014
  • 4. Ask questions any time! Michael McCallister, STC-Wisconsin September 2014
  • 5. What We’re Covering ● Making Your Profile Shine ● Demonstrating Authority by Contributing Content ● Searching for Your Dream Job/Client Michael McCallister, STC-Wisconsin September 2014
  • 6. Origins of LinkedIn How do you break through the Old Boys Network? Understand the connections people make in the business world!
  • 7. LinkedIn: Two Key Numbers ● 300+ million profiles (April 2014) ● More than 3 million companies represented (August 2014) Michael McCallister, STC-Wisconsin September 2014
  • 8. Making a Shiny Profile Michael McCallister, STC-Wisconsin September 2014
  • 9. All Star Profile More than just a resume Michael McCallister, STC-Wisconsin September 2014
  • 10. Components of an All Star Profile • Photo • Headline • Background Summary • Job History – Projects – Portfolio – Recommendations Michael McCallister, STC-Wisconsin September 2014 • Publications • Education / Coursework • Skills/Endorsements • Portfolio • Honors & Awards • Certifications • Volunteer Experience
  • 11. Make it Easy to Find You Michael McCallister, STC-Wisconsin September 2014
  • 12. Company Pages • Recommend for Independents / Consultants • If you're full time, but available for freelance assignments Michael McCallister, STC-Wisconsin September 2014
  • 13. Company Page: Required Components ● Company Name ● Company Description ● Company Type ● Company Size ● Website URL ● Main Company Industry ● Company Operating Status Michael McCallister, STC-Wisconsin September 2014
  • 14. Contributing Content: Groups, Publishing and Updates Michael McCallister, STC-Wisconsin September 2014
  • 15. Participating in Groups ● Demonstrate your knowledge and authority ● Get more visits to your profile Michael McCallister, STC-Wisconsin September 2014
  • 16. Targeting Groups ● Identify your interests ● Identify your clients' interests ● Find the right group(s) Michael McCallister, STC-Wisconsin September 2014
  • 17. The “Right Group”? ● Large ● Active ● Relevant Michael McCallister, STC-Wisconsin September 2014
  • 18. Status Updates Still content Michael McCallister, STC-Wisconsin September 2014
  • 19. Status Updates ● Tweets, only longer ● Facebook wall posts, only more professional ● Links to quality content (not necessarily your own) Michael McCallister, STC-Wisconsin September 2014
  • 20. Professional Publishing Platform Blogging at LinkedIn Michael McCallister, STC-Wisconsin September 2014
  • 21. PPP: Ever Expanding • Influencers: Celebrities, CEOs and Politicians (2012) • Top Influencers: LinkedIn members with lots of followers (2013) • Everybody (2014) Michael McCallister, STC-Wisconsin September 2014
  • 22. Demo: Professional Publishing Michael McCallister, STC-Wisconsin September 2014
  • 23. Searching for Experts (and future colleagues) Michael McCallister, STC-Wisconsin September 2014
  • 24. Follow Your Favorite Companies/Orgs • See what's happening right in your news feed • Learn about jobs • Get “who to follow” suggestions Michael McCallister, STC-Wisconsin September 2014
  • 25. Colleges: Old Boy Network Revisited • See what's happening right in your news feed • See Notable Alumni • Get “who to follow” suggestions Michael McCallister, STC-Wisconsin September 2014
  • 26. Search! Search! Search! • Basic search plenty useful • Advanced search even more granular • Premium Search Michael McCallister, STC-Wisconsin September 2014
  • 27. Basic Search: Plenty Useful • Relationship • Location • Current Company • Industry Michael McCallister, STC-Wisconsin September 2014 • Past Company • Profile Language • Nonprofit Interests
  • 28. Advanced Search: More Granular • First/Last Name • Title • Company • School Michael McCallister, STC-Wisconsin September 2014 • Location (in or near) • Country • Postal Code
  • 29. Premium Search: Anything you need • Groups • Years of Experience • Function • Seniority Level Michael McCallister, STC-Wisconsin September 2014 • Interests • Company Size • Fortune 1000 • When Joined
  • 30. Connecting with folks who matter • Connect with 2nd level network people • Connect with Group members • InMail Michael McCallister, STC-Wisconsin September 2014
  • 31. Is a Premium Membership Worth it? Michael McCallister, STC-Wisconsin September 2014
  • 32. LinkedIn Executive Benefits • Very granular search • Saved searches • Analytics for posts • Send 25 InMails per month • Who viewed your profile? Analytics for those too ● Costs – Executive Plan $75/mo – Pro Plan $440/mo (!) Michael McCallister, STC-Wisconsin September 2014
  • 33. LinkedIn for Journalists • Lively group (Large, Active and Relevant) • Monthly training on finding news sources • Get trained: Get a year of Premium free! Michael McCallister, STC-Wisconsin September 2014
  • 34. Connect with Me • LinkedIn: www.linkedin.com/in/workingwriter • Web: michaelmccallister.com • Twitter: @workingwriter Michael McCallister, STC-Wisconsin September 2014
  • 35. Questions? Michael McCallister, STC-Wisconsin September 2014

Editor's Notes

  1. Ask: Everyone have a LinkedIn Profile? Independents vs Employees? Know about STC-related groups?
  2. Reminder: We're hiring an Android developer! <number>
  3. Unofficial title: “Social Media for Writers.” Chapter 6: LinkedIn! Cover creating a central homebase on the web w/WordPress. Connecting to Twitter, LinkedIn, Facebook, Google+ and several other things. Good for anyone who wants to be published (or already is) <number>
  4. Running through a lot of material, but slow me down if necessary.
  5. Might be able to do an hour on each of these, but will push on.
  6. Show my profile. Discuss everything here.
  7. Add a screenshot of someone's not-personalized URL. Add my personalized URL
  8. LinkedIn says contributing to groups leads to 4x the profile visits <number>
  9. <number>
  10. If there's time, show how to create/edit. Otherwise, just show off my first post.
  11. Search your network for people who work (or have worked) at your dream company/client.
  12. Now look for a Documentation Manager, or someone who went to your school
  13. Now see if you can find a manager with a ton of experience in docs.