How Millennials Are Building Their Personal Brand on LinkedIn
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How Millennials Are Building Their Personal Brand on LinkedIn
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How Millennials Are Building Their Personal Brand on LinkedIn
- 1. THE August 16, 2016, 11am PST / 2pm EST PLAYBOOK How Millennials are Building Their Personal Brand on LinkedIn
- 2. THE MILLENNIAL PLAYBOOK Alex Rynne Associate Content Marketing Manager LinkedIn Katherine Lisciani Founder & Marketing Strategy Consultant Millennovation® Media
- 3. What We’ll Cover A millennial’s influence 1 Millennials taking on the workforce by storm How millennials build their personal brands on LinkedIn Hear from a top millennial marketer: How Katherine built her personal brand #MarketingProbz Q&A 2 3 4 5 6
- 4. “We are not a generation of suits and ties, but rather creators and entrepreneurs.” PAGE WILLIAMS Senior Manager, Member Marketing & Communications, Social Media, LinkedIn
- 5. millennials in the world 2 billion in annual purchasing power $1 trillion searches with the keyword “millennial” 16 million articles written about millennials 43,764 The Influence of Millennials THE MILLENNIAL PLAYBOOK
- 6. Millennials make up 38% of LinkedIn’s global user base. 38% 11 million+ global millennial decision makers— about 12% of total millennials — are on LinkedIn. 12% 30% 2 million+ millennials on LinkedIn hold marketing roles. About 30% of them are decision makers. 677,000 millennial marketing decision makers are on LinkedIn. The Influence of Millennials on LinkedIn As of early 2016, there are 87 million Millennials on LinkedIn globally. THE MILLENNIAL PLAYBOOK
- 7. By 2020, millennials will make up 50% of the workforce.
- 8. SA LESPE RSO N SOFT WARE DEVE LOPE R ADM INIST RATIVE EMPLOYE E MARKETI NG SPE CIA LIS T ST UD ENT / INTE RN PROJE CT MANAGE R CONSULTANT RESEA RCH / GRADU ATE ASSIS TANT BUSI NESS OW NER UN IVE RSIT Y PROFESSO R / LECTUR ER ACC OUN TANT 2,733,905 1,949,755 1,580,712 1,210,169 1,156,593 960,227 931,767 902,125 817,699 810,178 806,177 Occupations of Millennials on LinkedIn THE MILLENNIAL PLAYBOOK
- 9. Advancement Opportunities 67% Better Pay 60% Challenging Work 51% What Millennials Want in a Job THE MILLENNIAL PLAYBOOK
- 10. What Millennials Want in a Job Millennials extensively research companies online When it comes to compensation, they don’t settle. The job hunt is different for millennial men and women. 1 2 3 THE MILLENNIAL PLAYBOOK
- 11. “Becoming known as a thought leader shouldn’t be your goal. It’s just the icing on the cake of creating something truly innovative. When you’re willing to take risks and do things that are unconventional, you’ll find others in your industry looking to mimic you and learn from you, and eventually you may earn the respect that labels you a thought leader.” LAUREN HOCKENSON Content Marketing Associate, Checkr
- 12. Optimize your LinkedIn profile. Publish on LinkedIn. Create a LinkedIn SlideShare account. Make meaningful connections Customize your feed by following those who matter most. 1 2 3 54 How Millennials are Building Their Personal Brand on LinkedIn THE MILLENNIAL PLAYBOOK
- 13. Authenticity is key Be consistent. Continuously add value1 2 3 Personal Branding Ground Rules THE MILLENNIAL PLAYBOOK
- 14. Create a distinctive LinkedIn pro le headline. Add a professional profile picture. Make your LinkedIn background photo work for you. Customize your LinkedIn URL, and share it everywhere. Tell your story through your summary and experience. Optimize Your LinkedIn Profile
- 15. Keep your network fresh and active Strengthen your global connections. Know more about people you’ve met or are about to meet. Make Meaningful Connections on LinkedIn THE MILLENNIAL PLAYBOOK
- 16. “Your personal brand is your responsibility. Never before has there been more of an opportunity to use technology, social media, and common sense to tell your professional story, stand up, and stand out in an increasingly crowded digital space.” MEL CARSON Founder, CEO & Principal Strategy Consultant at Delightful Communications
- 17. Publishing on LinkedIn 30% 45% Millennials represent 30% of all long-form publishers on LinkedIn of readers on LinkedIn are in the upper ranks of their industries Write about what you know best—whether that’s your professional expertise or experience, industry trends, or lessons learned. I N S I D E R T I P THE MILLENNIAL PLAYBOOK
- 18. Marketing Social Media Recruiting Employee Engagement Recruiters Self-Esteem European Union Integrated Marketing Venture Capital Marketing Lean Manufacturing What Content Millennials Engage with on LinkedIn
- 19. Tap on the control menu in the top right corner of any update in your feed. 1 Then tap on the option that says “Improve your Experience.” 2 You’ll get to choose from personalized recommendations of people, publishers and topics to follow, tailored to you based on your LinkedIn profile. 3 When you see an update from a connection that you don’t need in your feed, tap on the control menu in the top right corner. 4 Then, tap on the option that says “Unfollow [connection name].” 5 Customize Your Feed by Following Who Matters Most THE MILLENNIAL PLAYBOOK
- 20. Customize Your Feed by Following Who Matters Most TOP 10 INFLUENCERS ON LINKEDIN IN 2015 THE MILLENNIAL PLAYBOOK
- 21. monthly visitors 70 million monthly new content pieces 400,000 people visit LinkedIn SlideShare 7 million SlideShares to LinkedIn 20 million of traffic comes from organic search 80% Create a LinkedIn SlideShare account THE MILLENNIAL PLAYBOOK
- 22. “I built a personal brand to blend in with the crowd”... said no one ever. The purpose of your personal brand is not to blend in. It is to STAND OUT. Identify what unique view of the world you are experiencing RIGHT NOW. Capitalize on it to show others the value your unique perspective can bring to the table. THE MILLENNIAL PLAYBOOK
- 23. The 4 C’s of Personal Brand Building Seeding Your Network with Unique, Purposeful, and Personal Content CURIOSITY COMMUNITY CONTRIBUTE CONSISTENCY THE MILLENNIAL PLAYBOOK
- 24. Start with a Genuine Curiosity and Willingness to Learn. “ ... all of your actions on LinkedIn should be focused on building and solidifying unique connections with those in, or adjacent to, your network.” KATHERINE LISCIANI Founder and Full-stack Marketer, Millennovation® Media Identify your industry “heroes” THE MILLENNIAL PLAYBOOK Jason Miller Global Content Marketing Leader at LinkedIn Robert Rose Chief Strategy Advisor at Content Marketing Institute
- 25. Leverage Content to Share Exactly Where You are in Your Journey Right Now THE MILLENNIAL PLAYBOOK
- 26. Show your heroes, and the world, that you are authentic, trustworthy, and reliable by continuously contributing to conversation, sharing honestly about your experiences and personal journey, and by demonstrating the determination with which you continue to chase your craft.
- 27. Watch the #MarketingProbz video Visit the Millennial Minute blog
- 29. MARKET TO WHO MATTERS For the first time in the history of media, you can reach the world’s professionals-all in one place. More than 433M people worldwide gather on LinkedIn to stay connected and informed, advance their careers, and work smarter. Together they comprise the largest global community of business professionals. These are the decision-makers, influencers, and the leaders of today and tomorrow-precisely the people you want to target. For more information, visit marketing.linkedin.com.
Editor's Notes
- It seems like everyone lately is talking about building your personal brand. Often times we begin building something without even really knowing why. “I built a personal brand to blend in with the crowd”... said no one ever. The purpose of your personal brand is not to blend in. It is to STAND OUT. Identify what unique view of the world you are experiencing RIGHT NOW → Capitalize on it to show others the value of your unique perspective and what you can bring to the table.
- SEEDING YOUR NETWORK WITH UNIQUE, PURPOSEFUL, AND PERSONAL CONTENT: The 4 C’s of Personal Brand Building—this is something I developed through experimentation with my own personal brand. CURIOSITY—CONTRIBUTION—CONSISTENCY—COMMUNITY
- It starts with CURIOSITY—showing a genuine curiosity, interest, and desire to learn from your peers, role models, customers, or others.
- CONTRIBUTE——> Once you’ve shown an interest and willingness to learn you have to—PROVE YOUR VALUE by demonstrating that you are not a taker, you are a matcher and that you too have something to CONTRIBUTE Leverage content to share exactly where you are and what you are learning in your journey right now → I do it through writing blogs and video blogging → find a medium with which you are most comfortable and start leveraging content and publishing to contribute to the conversation, being thoughtful and intentional with every communication. (Gary Vaynerchuk talks about this a lot. Supporting your heroes) (Jason Miller is a really great example of someone who is doing this. For example the post on the bottom of the page, entitled—”A B2B Marketer Spends a Month with Snapchat”. I guarantee you there are a lot of people in his position who would not be so transparent about their age and the way they feel about strange new technologies.)
- CONSISTENCY: → You must prove to people—both your audience and your role models—that you are reliable, trustworthy, and someone they can depend on and believe. → You build this credibility by demonstrating CONSISTENCY in the way you work, engage, publish, and connect. The fourth and final C is for COMMUNITY: → your role models are one thing, but creating community is different. → A community is a group of people who are all connected through a common purpose, location, preference, interest, or experience. → They’re all focused on participating and helping each other achieve both common and individual goals. → YOU CAN NOT BUILD AN AUDIENCE BEFORE BUILDING A COMMUNITY.
- The fourth and final C is for COMMUNITY—your role models are one thing, but creating community is different. A community is a group of people who are all connected through a common purpose, location, preference, or experience. They’re all focused on participating and helping each other achieve their goals. You have to build community before you can acquire an audience. Here are some examples of how Alex and I are living out the 4 C’s— → #Marketing probz is an initiative I started to discuss the challenges people face connecting and engaging with others in the digital age. → Each week people submit challenges they are facing in their careers or in building their brands to my #MarketingProbz google sheet. → Then I address these problems and open up discussions for possible solutions through my #MarketingProbz videos on YouTube and Snapchat. Alex is doing something similar with the Millennial Minute by creating a conversation around the generational differences in millennials vs. those who came before us.