How Law Students Can Leverage the Power of Their Second Degree Network to Find a Job

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My second talk to Columbia Law Students where I presented my four step process for how law students can use LinkedIn to leverage their second degree networks to find a job. For this presentation, I worked with two Columbia law students selected by the Dean of Career Services for four days before my presentation. I then incorporated what was done with these students to illustrate how to use the Four Step Process and the power of LinkedIn and their second degree networks.

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How Law Students Can Leverage the Power of Their Second Degree Network to Find a Job

  1. 1. How to Leverage the Power of your Second DegreeHow to Leverage the Power of your Second Degree Network –What Law Students Need to KnowNetwork –What Law Students Need to Know Doug MandellDoug Mandell http://www.linkedin.com/in/dougmandellhttp://www.linkedin.com/in/dougmandell http://twitter.com/dougmandellhttp://twitter.com/dougmandell Columbia Law School October 11, 2012 Copyright © 2012 Social Leverage Partners LLC. All rights reserved. Confidential
  2. 2. Resources:Resources: http://learn.linkedin.com/what-is-linkedin/ http://learn.linkedin.com/students/step-1/ http://blog.linkedin.com/2010/10/04/linkedin -career-explorer/ http://www.linkedinlabs.com/ http://resume.linkedinlabs.com/ http://learn.linkedin.com/attorneys/
  3. 3. Power of the Second DegreePower of the Second Degree Your best chance of getting a job (or someday a client) is from someone you know. For students especially, the second degree is more important than the first degree.
  4. 4. How to Leverage the Power ofYourHow to Leverage the Power ofYour Second DegreeSecond Degree •LinkedIn is the primary tool •You first must have a strategy regarding your professional brand •Four Step Process for Law Students •What two students did over the last two days
  5. 5. The Four Step Process to Leverage yourThe Four Step Process to Leverage your 22ndnd DegreeDegree 1. Identify, analyze and move your first degree network online. 2. Update your LinkedIn profile to accurately reflect your professional brand. 3. Conduct your second degree analysis to identify the top ten people who could be most valuable for your to connect to. 4. Connect online and offline.
  6. 6. Execution of the Four Step Process withExecution of the Four Step Process with Columbia Law StudentsColumbia Law Students •David Kim and Katrina Kaufman •https://www.linkedin.com/in/katrinakauf man •https://www.linkedin.com/in/davidhk
  7. 7. •Our process over the last three days tracked for the four step process •Monday •Phone call and Homework: Identify networks and contacts •Tuesday •In person meeting: Formulated professional brand, analyzed profiles, discussed the second degree. •Wednesday •Homework: Refine headline, summary, conduct second degree analysis •Thursday •Phone call and homework: Reach out to the Second Degree
  8. 8. Step 1Step 1: Identify, analyze and move your: Identify, analyze and move your first degree contacts onlinefirst degree contacts online •Identify all of your networks •Classify all of your contacts into networks •Analyze your social graph •Identify your top 25 people in each network and connect personally to them.
  9. 9. How to analyze your first degreeHow to analyze your first degree network - study your social graph.network - study your social graph. What does your social graph look like: http://inmaps.linkedinlabs.com/ Do the the clusters accurately reflect each of your networks? What networks are missing?
  10. 10. Step 2Step 2: Update your LinkedIn Profile to: Update your LinkedIn Profile to Accurately Reflect your ProfessionalAccurately Reflect your Professional BrandBrand •What is your professional brand? •Make sure your headline and summary accurately reflect your brand. • Headline is the most important sentence in your profile. • Summary should be in first person. •Update your profile •You should have a perfect score on my 14 point test •Why do lawyers typically have such poor profiles?
  11. 11. Why are attorneys slow adopters?Why are attorneys slow adopters? Creation of the 14 point Social Connection Scale Big Law firms have extremely low scores Easiest way to take advantage of the “low hanging fruit” is to get a perfect score – which takes less than an hour
  12. 12. 14 14 point Professional Connection Scale for LinkedIn14 point Professional Connection Scale for LinkedIn No. Criteria Scor e 1 Picture on Profile 1 2 Personalized URL 1 3 1-10 connections 1 4 11-25 connections 1 5 26-100 connections 1 6 Profile describes what user does 1 7 Profile describes what firm does 1 8 Basic information about education (lists past schools so classmates can connect to user) 1 9 Basic information about other employers (lists prior employers so coworkers can connect) 1 10 At least one recommendation for current position 1 11 At least one recommendation from past position 1 12 Member of at least one group (should be member of at least one alumni group) 1 13 Link to firm website 1 14 Accurate headline which describes user’s expertise 1
  13. 13. How Law Students ScoreHow Law Students Score Total Attendees: 137 Total People on LinkedIn: 100  Average score for all attendees (including those not on LinkedIn):  5.1 Average score for conference attendees on LinkedIn:  7.02 (50% of total available score = F)
  14. 14. Attendee DataAttendee Data 24.0% have a picture on their profile 12.0% have a personalized URL 30.0% have 26-100 connections 20.0% describe what they do 1.0% describe what their company does 87.0% have information about their education
  15. 15. Attendee Data Cont.Attendee Data Cont. 72.0% have information about previous employment (employers) 18.0% have recommendations for their current position 24.0% recommendations from their previous position 55.0% are a member of a group 45.0% have a link to their firms website 12.0% have an accurate headline which describes user’s expertise.
  16. 16. How A San Francisco Law Firm Stacks UpHow A San Francisco Law Firm Stacks Up Top possible score=14 Average (Current LI users) Average (all) Median 5.4 4.0 3 • 1000 • Out of 76 attorneys, 19 do not have a LinkedIn profile • Of those with profiles, average score is under 6 • Median score is 3 (indicating a few power users and most underutilizing the tool) Score on Social Leverage Scale
  17. 17. How San Francisco Attorneys ScoreHow San Francisco Attorneys Score Total Attendees: 76 Total People on LinkedIn: 57  Average score for all attendees (including those not on LinkedIn):  4.0 Average score for conference attendees on LinkedIn:  305/57 = 5.4 (38.6% of total available score = F
  18. 18. Attendee DataAttendee Data 26.3% have a picture on their profile 10.5% have a personalized URL 59.6% have 26-100 connections 40.4% describe what they do 0% describe what their company does 82.4% have information about their education
  19. 19. Attendee Data Cont.Attendee Data Cont. • 57.9% have information about previous employment (employers) • 3.5% have recommendations for their current position • 3.5% recommendations from their previous position • 47.4% are a member of a group • 26.3.% have a link to their firms website • 0% have an accurate headline which describes user’s expertise.
  20. 20. How other groups compare.How other groups compare. Legal Conference Attendees • Average Score was 3.4 • 24.8% has 26-100 connections. Entrepreneurs • Average Score was 6.6 • 85.7% has 26-100 connections. Legal Marketers • Average Score was 3.4 • 72.9% has 26-100 connections.
  21. 21. Insert ossie cousins orrick bioInsert ossie cousins orrick bio
  22. 22. Insert ossie cousins linkedin profileInsert ossie cousins linkedin profile
  23. 23. Step 3Step 3: Conduct your Second Degree: Conduct your Second Degree Analysis to Identify Key PeopleAnalysis to Identify Key People • Strategic Search based on things you have in common with the type of person who could be helpful to you • Same college & law school • Similar passions or interests • Searches based on career path
  24. 24. David’s Second Degree SearchDavid’s Second Degree Search • Common firms and schools • Located within 35 miles of NYC • In the Legal practice areas • Keywords: “corporate” and “private equity”
  25. 25. Katrina’s Second Degree SearchKatrina’s Second Degree Search • Common firms and schools • Located within 35 miles of NYC • Keywords of law, journalism, media, film and art.
  26. 26. Step 4Step 4: Reach out to your top 10 people: Reach out to your top 10 people • Determine best way to reach out • Through the mutual first degree connection or directly? • Follow up offline
  27. 27. Ways I use LinkedIn New Business (clients can find me or people I know can refer my profile to them) ◦ Ted Shelton - the power of two degrees ◦ More than a virtual business card I can reach out to others ◦ Request introduction Research on people and firms ◦ Sitting next to someone on an airplane ◦ Company pages Recruiting (targeted search) ◦ LinkedIn GC ◦ Our own firm
  28. 28. Ways I use LinkedIn Keeping track of people in my network ◦ Someone goes in-house Intelligence/information Answers Updates Sharing information – Groups ◦ EO Attorney Network News
  29. 29. Creating a valuable profile on LinkedIn • Why your profile is so important • Content • Access • Access to people • Being found • Search engine optimization
  30. 30. Content  Summary Line  Summary  Photo  Personalize your public profile name  Rich detail about your area of expertise ◦ Most of you have no detail despite amazing accomplishments ◦ Detail about your firm ◦ Detail about your past  Reasons this is of value ◦ Credibility ◦ Connections  Endorsements ◦ Giving and receiving
  31. 31. Access Connecting to people through your “resume” Determining your networks and creating strategies around each network ◦ Past firms ◦ Other jobs ◦ Boards and nonprofits ◦ Other organizations ◦ Other attorneys who could refer you business ◦ Education
  32. 32. Connections  Determining who to connect to ◦ “I am getting so many requests – what should I do”  Value of your network (you can disconnect without the other person being notified)  How to connect to people  How to easily add people you want to your network (personalizing requests)  How people will connect to you  How to drive people to your profile ◦ The power of InMail
  33. 33. Privacy settings Do you want people to see your connections? What information about you is revealed when you look at someone else’s profile
  34. 34. Keeping track of changes to peopleKeeping track of changes to people in your networkin your network http://www.jobchangenotifier.com/
  35. 35. Uses of LinkedIn Reference checking through LinkedIn Status updates. Etiquette? Applications Company Buzz ◦ Add your company ◦ Add your clients!
  36. 36. Uses of LinkedIn Company pages ◦ Researching Firms ◦ Using them to research clients and competitors LinkedIn’s use in recruiting talent ◦ Premium accounts
  37. 37. Groups Why should I join a group? ◦ How to start a group? ◦ alumni groups ◦ http://www.linkedin.com/company/2626? trk=tyah ◦ http://www.linkedin.com/groups? gid=3134339&mostPopular=&trk=tyah
  38. 38. Top 10 Things to Do Now 1. Google yourself 2. Join LinkedIn (if you haven’t already) 3. Create LinkedIn profile with at least the following (your education, your last 3 jobs, 2-3 sentences about each job incorporating keywords you think describe you, a 3-5 sentence summary, and a subtitle) 4. Try to find yourself using the keywords you think most describe you. If you don’t find yourself, make changes to your profile.
  39. 39. Top Ten Continued 5. Identify what networks you are a part of a. Build strategies around each for connecting to people who matter b. Go through Outlook contacts to place contacts into different networks
  40. 40. Top Ten Continued 6. Connect with your top 100 from all networks 7. Edit your privacy settings 8. Request endorsements from 5 happy clients 9. Look at your Facebook profile and see if there is anything there you wouldn’t want a potential client to see someday 10. Take steps online to protect your reputation
  41. 41. Brand ManagementBrand Management
  42. 42. What about Facebook?What about Facebook? •Decide who you should and should not connect to on Facebook. •Firm’s are using Facebook to reach students for recruiting but most lawyers are not looking to connect to students there. •Employers are using Facebook to research candidates. •Don’t have anything on Facebook you would not want everyone to see.
  43. 43. Four Types of AttorneysFour Types of Attorneys The Connected Associate The Service Partner/Associate The Rainmaker The Junior Associate Legal Expertise Business Development Ability High High Low Low
  44. 44. Four Types of Attorneys & Their StrategicFour Types of Attorneys & Their Strategic NeedsNeeds Junior Associate ◦ How to build client and prospect list early ◦ Elements of a personal brand Connected Associate • Building a client and prospect list • How to create a personal brand • Communications strategy for building client relationships
  45. 45. Four Types of Attorneys & Their StrategicFour Types of Attorneys & Their Strategic Needs Cont.Needs Cont. Service Partner • Easy way to connect with existing clients and prospects • More frequent/relevant communication • Coaching on spotting and closing opportunities Rainmaker • Advanced strategy on building personal brand • How to leverage technology to increase reach in less time
  46. 46. Goals for a Comprehensive BrandGoals for a Comprehensive Brand Management StrategyManagement Strategy • Development and implementation of a Personal Brand Development Strategy for each attorney • Individually tailored strategies • Ability to track ROI and each attorney’s progress through the program – An objective way to evaluate all levels of attorneys in the Web 2.0 world – Tracking business development aptitude and investment over time, and linking to results – Our process is also ideal for evaluating lateral attorneys
  47. 47. Our Program: Dramatic Results for the Firm and the Individual • Development and implementation of a Personal Brand Development Strategy for each attorney • Individually tailored strategies • Ability to track ROI and each attorney’s progress through the program – An objective way to evaluate all levels of attorneys in the Web 2.0 world – Tracking business development aptitude and investment over time, and linking to results – Our process is also ideal for evaluating lateral attorneys
  48. 48. Law Firm Program: Three Phases • Phase I: The Foundation (Basic Brand Development Package) – Identification of networks & top contacts – Utilization of LinkedIn and other social networking tools – Evaluation of current profile, network and usage – Customizing profile and privacy settings – Identifying top networks and potential contacts – Kicking off connecting to those contacts • Phase II: Development of Tailored Personal Brand Strategy and Plan – Plan based on the individual and the type of attorney • Phase III: Execution – Comprehensive coaching plan for each attorney to assist attorney in reaching clearly defined business development objectives – Ongoing assistance with revising the strategy: fully utilize new and existing networks; account for changes in professional development, accomplishments and expertise. – Execution may be measured by the Firm to evaluate and reward attorneys and measure the progress of the overall Program.
  49. 49. Social Media Strategy for the Firm Internal ◦ Identifying experts and sharing knowledge internally ◦ Tracking networks and contacts across the Firm to aid business development External ◦ Creation of a social media strategy, leveraging a spectrum of tools from LinkedIn to blogs and websites ◦ Development of a 12-month social media calendar and execution plan ◦ Training and education (“dos and don’ts” of using social media to promote the Firm) ◦ Creation and maintenance of blogs, websites, and other tools
  50. 50. An integrated program to drive connection,An integrated program to drive connection, communication and cultivationcommunication and cultivation Build the platform •Build out a professional network on LinkedIn • Determine strategies for Facebook, Twitter and other social networks/Web properties • Set up client dashboard to automatically get breaking news about clients and potential clients Create personal brand strategy • Top three elements of personal brand • How to communicate brand consistently using social media and other tools • 3/6/12 month broad communication plan Design/execute personal business development plan • Identify high priority business development targets • Develop 3/6/12 month cultivation plan •Coach on execution For individual attorneys For the firm • Evaluate effectiveness •Monitor results • Report on successes • Identify • Identify business development opportunities based on individuals’ connections across the firm • Monitor firm and individuals’ progress on connection, communication and cultivationConnection Communication Cultivation

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