This document provides an overview of a workshop about developing skills lists and endorsements on LinkedIn. The workshop teaches participants to: 1) Use LinkedIn's skills and expertise feature to develop their skills list and get endorsements from others. 2) Apply the Johari window model of self-awareness to improve their LinkedIn profile and search results ranking. 3) Develop a campaign to research in-demand skills, endorse others, expand their network, and request endorsements for their own skills list. The goal is to help job seekers leverage LinkedIn's features to better market their skills and experiences to potential employers.

1. "Developing Your LinkedIn
Skills List & Endorsements
Open Your Johari Window"
Harper Career Stimulus
Friday, October 26, 2012
Harry Reczek
www.Connect2Harry.com
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2. Workshop Overview
• Using the LinkedIn Skills & Expertise Feature -
Social by Design
• Develop your LinkedIn Skills List & Endorsements.
Open you Johari window. Two insights to leverage
the improvement of your LinkedIn profile and
improve your search results ranking in LinkedIn.
• The slides take you through the key features of
this NEW LinkedIn application - "Skills &
Expertise". Here's why you need to be there and
an overview on how to do it. This is social media
marketing and branding brought together for
your success using LinkedIn.
(39 slides/pages in .pdf) ~H. "
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3. Have you wondered how you could
develop new, in demand skills?
…And then get someone to endorse
those skills?
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4. That is why we’re
here today
LinkedIn provides a database
of research information
and search results
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5. Follow the Johari Window Model…
• For self-awareness,
• personal development,
• group development and
• understanding relationships.
Use LinkedIn Skills
• To improve in-bound search,
• Rank higher in results,
• Because ‘Skills’ are keywords.
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6. The Johari Window
• Developed by Joseph Luft and Harry Ingham
(the word “Johari” comes from Joseph Luft
and Harry Ingham), there are two key ideas
behind the tool:
– That individuals can build trust between
themselves by disclosing information about
themselves; and
– That they can learn about themselves and come
to terms with personal issues with the help
of feedback from others.
http://magicofteams.wordpress.com/2010/12/11/johari-a-window-of-another-kind/
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7. When it comes to your skills.
You have an on-line LinkedIn
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community/team 7

8. The Goal
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9. The Skills Campaign Plan Objectives
Endorse My
Surprise
Skills
Others List Endorsed
Request UNKNOWN
Endorsement
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10. The (Your) Campaign Results
PERSONAL
SKILLS
Endorse LIST
Others
Surprise
Endorsed
Request
UNKNOWN
Endorsement
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11. Why LinkedIn Skills As a “Tool”
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12. http://www.linkedin.com/skills/
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13. How This Happens
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14. Be Purposeful & Leverage
• Take a unique campaign marketing approach
to build your network while developing an
in-demand skills list with endorsements.
• Social platforms are Social by Design.
• Research LinkedIn and target new skills with
network endorsements.
– Purposefully volunteer, network and attend classes for
great opportunities to…
• Increase your network connections
• Acquire a new list of skills plus,
• Ask your network for their endorsement.
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15. Why use LinkedIn in Job Search?
• Have a searchable profile.
• With keyword rich content.
• Score higher in search results.
Why LinkedIn Introduced “Skills”
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16. At the
bottom of
your profile
Copy &
Paste to a
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17. So What? Hiring
Managers
• The new LinkedIn Skills
promises to focus in on
your skills and our
members’ profiles skills
Competitors Customers
needed to attract
hiring managers,
customers looking for
certain business with
1. Increased visibility
employees’ skills, plus 2. More transparency
it offers an opportunity 3. Employees | Businesses – Now,
have skills
to keep a watchful eye 4. Customers now, looking at
on your competitors. company's skilled employee list.
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18. The Perfect Storm
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19. Your Johari Window Opens to
Uncover Blind Spots &
Acknowledge Your Strengths.
Social
Media
Social
LinkedIn
Psychology
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20. Today’s Discovery…
Social Media by Design
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21. Social Platforms are built around
Social Business Design
• ALL the integrated networks want to make it easy for
developers, partners and members to
– leverage existing communities,
– add new conversations and
– have users expand their online identities (their Brand).
• You need to understand social by design, and learn to
use it given your on-line plan and job search strategy.
• All the platforms allow people to create an identity
online, build communities around themselves, and
share content/interact with the/their communities.
• When features like LinkedIn Skills are introduced, it’s
time to take notice, learn and act!
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22. Social Platforms are built around
Social Design
Identity
(BRAND)
Conversations Communities
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23. What we’ll focus on today?
• Use the LinkedIn Skills feature
• Develop a Campaign Plan as a social
marketing tool
• Have a Communications Plan “ready-to-go”
BEFORE we ask for skills endorsements.
• Use LinkedIn as a Market Research Tool
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24. Use LinkedIn Skills & Social Media
by Design For Your Advantage
• For Savvy Job-seekers, you can leverage LinkedIn Skills
to change your market positioning and online
messaging by re-mixing current and acquiring new
skills then, obtaining endorsements for the skills.
• It’s just as important for you to know what skills are in
demand as much as it is for customers to know what
skills are present in a company by virtue of the
employees they have hired.
• In that sense you and businesses need to pay attention
to your on-line Brands!
– You have skills to offer.
– A business has products and services to offer.
• Your success in search is no better than the skills you
have to offer.
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25. Job-seeking is like business
advertising
• You have skills to offer.
• A business has products and services to offer.
• A company’s product offerings and service
delivery is no better than their hiring
decisions.
• Your success in search is no better than the
skills you have to offer.
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26. Why we are here today?
• To become “social by design”
• Leverage
Community | Conversation | Identity
• Expand your 1° connections
• Use Social Marketing techniques for
relevant skills selection
• Develop a strategy for endorsement
conversations
• Add new skills from today’s session
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27. Social By Design – 3 Core Elements
• Community - i.e. the people your network
knows, trusts, likes, follows, etc.
• Conversation - i.e. the interactions you have
within your communities
– Who you talk to
– What are you saying
– Why you are having the conversation
• Identity - how you see yourself, and how you
are seen by the communities
– e.g., size of network, number of 1° connections,
number of groups, etc.
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28. The “To Do” List Today
• Develop a communication plan,
• Research your skill set,
• Endorse other’s skills,
• Acquire/List new skills from today’s
workshop, and
• Obtain skill endorsements – starting
with me.
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29. Have a Plan
• Here’s suggestions for YOU today……….
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30. The Results
• A developed list of relevant, keyword-based
skills
• Developing a larger network (by design)
• Increased meaningful conversations
(w/Plan)
• Become a more desirable candidate &
happier job-seeker
• New content for resume, LinkedIn Profile
and Brand positioning.
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31. At Home…what you’ll need
• Word
– .doc of your LinkedIn Skills List
– .doc of your Pre & Post Endorsement text
• Excel
• .xls of your target company skills
• LinkedIn Skills Research
– Screen prints of skill keywords
More about this in our NEXT Breakout Session
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32. The Process, Exercise & Examples
Enter Follow-Up
1st ° Endorse
Select-Skill
Your Their
Endorse
Skills Connections Skills
Request
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33. Add In-Demand Skills To Your Profile
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34. The Strategy?
Asking for a skill endorsement
(from a 1° connection)
That you uniquely have!
(Once you’ve endorsed them 1st)
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35. Skills Ranking Strategy
• It’s not only the skills you bring to the table,
but the skills you acquire along the journey!
• At X yrs. in a career with business/work
experience we would expect a
– Skills List
– That become out-dated
• Use LI’s Skills Auto-fill to identify what’s
trending in the market
• Then, use your “skills acquisition” time to
target endorsements from fans + influencers.
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36. Using “Skills” As Research Database
The Secret
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37. LI Like Google Search Auto-complete
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38. The Result and Your Response
• “I appreciate your voice on my skills. ~H.”
• Keep the conversation going
• Monitor your LinkedIn skills list regularly
• Become “Search-able” & “Memory-able”
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39. Grow By Strategy
Succeed Thru Collaboration
Be Counter-intuitive
• Harry Reczek
• Please Call & Connect
• (847) 828-4719
• www.Connect2Harry.com
•Download Discussion Handout:
www.Bit.ly/OCT26Handouts3
"Like" my presentation on Facebook
Copyright: H. Reczek 2012 www.facebook.com/BeaconSocialMediaMarketing 39