How to create an effective LinkedIn profile. Understand keywords, how recruiting relies on them, and how to leverage them in your personal profile. We also talk through the top five mistakes you can make on LinkedIn. Presented to the Center for Executive and Professional Education at Portland State University for the past several years.

1. Cra$ing
a
Effec-ve
LinkedIn
Profile
and
other
cri-cal
techniques
for
being
a
great
job
candidate
online

2. Our
Agenda
• How
recrui-ng
has
changed
– Upping
the
odds
of
making
it
through
the
screen
• Prac-cal
-ps
for
cra$ing
your
career
profile:
– Cra$ing
a
resume
to
be
read
best
by
a
machine
– Crea-ng
your
personal
brand
on
LinkedIn
• Top
10
ac-ons
to
take
on
LinkedIn
• Top
10
phrases
to
avoid
on
LinkedIn
• Minding
the
edges
of
social
media

3. WHO’S
HEARD
OF
AMY
CUDDY?
BUT!
Before
we
get
started…

4. Harvard
Social
Psychologist
2nd
most
watched
TED
talk
of
all
-me
Source:
Amy
Cuddy:
Your
Body
Language
Shapes
Who
You
Are
–
TED
Talk

5. Tiny
Tweaks
à
Big
Changes
Source:
Amy
Cuddy:
Your
Body
Language
Shapes
Who
You
Are
–
TED
Talk

6. HOW
RECRUITING
HAS
CHANGED
Well-­‐armed
is
well-­‐aimed

7. Most
I
know
of
recrui-ng
comes
from
LinkedIn
Great
resource!

9. Job
#1:
Learn
to
write
for
a
machine
to
get
through
the
screen
Source:
LinkedIn
12
Tips
to
Build
a
Stunning
Talent
Pipeline

10. Explore
“Talent
Pool”
Reports
for
keywords:

11. Understand
how
recruiters
search
And
Pepper
Your
Profile
with
Appropriate
Keywords

12. Leverage
LinkedIn’s
advice
to
recruiters

13. Career
management
is
“new
norm”
Source:
LinkedIn
Talent
Trends
2014

14. Ques-ons
so
far?
How
can
we
take
what
we
know
about
the
HR
recruiKng
process
and
apply
it
to
our
job
quests?
Source:
DC
Comics’
Wonder
Woman

15. “PASSIVE”
JOB
SEEKERS
PREFERRED
The
Jobs
Marketplace:
for
recrui-ng
professionals…

16. When
jobs
are
more
compe--ve:
Source:
Jobvite
2012
social
recruiKng
survey

17. 75%
of
employees
are
considered
“passive”
candidates
by
HR
Sources:
LinkedIn
Talent
Trends
2014
*2010
Adler
Group,
LinkedIn
Recruitment
Team
Up
from
60%*
in
2010

18. Passive
candidates
more
experienced
Source:
2010
Adler
Group,
LinkedIn
Recruitment
Team

19. Passive
candidates
more
sa-sfied
Source:
LinkedIn
Talent
Trends
2014

20. WHAT
IF
I’VE
BEEN
OUT
OF
WORK
FOR
AWHILE?
Addressing
a
big
ques-on

21. Muster
enthusiasm
and
drive…
be
honest
• Once
you
get
an
interview,
hit
the
ques-on
head
on
–
before
they
get
to
it
–
then
move
on
Describe,
honestly,
your
-me
off
What
did
you
learn?
What
did
you
gain?
How
did
you
spend
your
-me?
Did
you
volunteer
in
your
area
of
exper-se?
Did
you
recharge?
Travel?
• Over
70%
of
hiring
managers
surveyed
by
LinkedIn
said
they
considered
volunteer
work
as
legi-mate
work
experience

22. Ques-ons
so
far?
If
“passive”
candidates
are
more
experienced
and
happy,
how
do
you
leverage
those
traits,
even
if
you’re
acKvely
searching?

23. KEYWORDS
ARE
YOUR
NEW
BEST
FRIENDS
How
to
make
sure
you’ll
be
found…

24. Machines
are…
well,
machines
• Keywords
are
cri-cal:
– In
your
resume
– In
your
profile,
headline
and
skills
on
LinkedIn
• Keywords
should
match
your
‘perfect
job’
– Always
choose
keywords
based
on
fact
– But
make
allowances
for
other
job
possibili-es
• Let’s
look
at
resumes
and
machines…

25. What’s
‘seen’
by
machines

27. How
will
you
re-­‐cra$
your
resume?
Embrace
simplicity,
avoid
buzzwords
But
do
use
keywords

28. AND
A
VERY
IMPORTANT
SETTING
10
most
important
things
to
do
to
improve
your
LinkedIn
profile

29. Seengs:
Your
LinkedIn
Publicity
/
Privacy
Hub

30. Seengs:
Choose
your
broadcasts
carefully

31. #1:
Walk
through
‘Improve/Complete
your
profile’

32. #2:
Beef
up
your
headline

33. #3:
Claim
your
name

34. This
is
your
professional
brand…

35. #4:
Select
your
best
photo
Your
photo
is
cri-cal
to
your
profile
– “You’re
seven
Dmes
more
likely
to
have
your
profile
viewed
if
you
have
one.
Like
a
house
that’s
on
sale,
the
assump-on
is
that
if
there’s
no
photo,
something’s
wrong.”
– HSN
Beauty
found
that,
when
paging
through
LinkedIn
profiles,
19%
of
recruiters
look
only
at
your
profile
picture.
• And
they’re
looking
for
your
energy,
more
than
anything…
– “No
dog,
no
husband,
no
baby!”
Your
photo
is
meant
to
show
you
at
your
professional—not
personal—best.
Source:
Forbes
8
Mistakes
You
Should
Never
Make
on
LinkedIn

36. Which
is
the
best/worst
profile
photo?
Source:
newsle.com

37. #5:
Scru-nize
your
public
profile

38. Don’t
like
who
shows
up
on
your
public
profile?

39. #6:
Use
job
descrip-ons
to
find
good
keywords
• Based
on
this
job
descrip-on,
you
might
use:
– Public
rela-ons
– Media
rela-ons
– Corporate
communica-ons
strategy
– Worked
with
execu-ve
team
– Built
internal
communica-ons
campaigns
– Developed
external
communica-ons
strategy
– Internal
communica-ons
strategy
– Implements
communica-on
tools

40. LinkedIn
Premium
Job
Seekers
can
help

41. Then
check
your
endorsements:
How
would
you
measure
up
as
a
candidate?

42. #7:
Use
first
person,
ac-ve
words
as
you
write
your
profile
• Sprinkle
your
profile
with
appropriate
keywords
– Don’t
forget
it’s
how
you’ll
be
found
• Use
numeric
examples
– Increased
leads
by
1150%
y/y
• Show
your
style
–
sparingly,
but
show
it
– This
is
your
first
impression,
let
your
personality
shine
through
• Break
up
long
paragraphs
with
bullets
– People
have
very
short
apen-on
spans
– Some
folks
prefer
to
scan
for
content
–
don’t
make
anyone
work
too
hard
• NEVER
claim
exper-se
or
experience
that
you
can’t
back
up
with
facts

43. Top
10
phrases
to
avoid
on
LinkedIn
I
haz
shame

44. Fix
it!
But
don’t
denude
it

45. How
do
you
feel
so
far?
Have
you
gathered
an
acKon
plan
for
your
profile
at
this
point?

46. #8:
Curate
endorsements,
recommenda-ons
• Endorsements:
a
Facebook-­‐ish
“Like”
for
business
skills…
BUT,
they’re
important
profile
keywords
• Recommenda-ons
are
a
whole
new
level
of
engagement
–
a
“Comment”
instead
of
a
“Like”

47. Endorsements
should
tell
YOUR
story
You
don’t
automa-cally
have
to
accept
every
endorsement
– Especially
true
when
you’re
endorsed
for
"skills
and
exper-se"
that
aren’t
on
your
LinkedIn
profile
Accept
only
those
that
bring
you
alive…
or
apract
your
new
job
I
haz
more
shame!

48. How
to
hide
an
endorsement
• Go
to
Edit
Profile
• Scroll
to
in
the
Skills
and
ExperKse
sec-on
of
your
LinkedIn
profile
• Find
the
skill
and
uncheck
the
box(es)
for
endorsements
you
want
to
hide
(like
Beer)
• 25
keywords
(I
mean
skills)
are
generally
available

49. #9:
If
you
ask
for
a
recommenda-on,
give
one
back!
• It’s
fine
to
ask
for
wripen
recommenda-ons
– Acer
you’ve
been
connected
for
awhile
– When
the
person
you’re
asking
knows
you
• It’s
best
to
dra$
up
a
proposed
recommenda-on
with
the
request
– PR
people
make
up
quotes
for
approval
all
the
-me
– It
saves
your
prospec-ve
recommender
valuable
-me
• Offer
a
recommenda-on
in
return
– It’s
very
poor
form
not
to
offer
or
return
the
favor
– This
is
a
personal
gripe
(it
happens
to
me
too
o$en)

50. #10:
Always
customize
your
connec-on
requests

51. People
love
helping
people
Ask
your
trusted
connecKons
for
help
in
rounding
out
your
profile,
offer
your
help
back

52. EXAMPLES
OF
STRONG
LINKEDIN
PROFILES
In
case
of
inspira-on!

53. LinkedIn
Profile
Examples
Source:
rocktheworldbook.com

54. Easy
to
read
Scannable,
with
links
for
reference
Side
interests
round
out
the
person

55. Easy
to
read
Promo-onal
–
you
can
tell
he’s
in
sales
Presents
credibility
in
awards,
etc.

56. Easy
to
read
Quan-fies
chops
with
links
Shows
a
sense
of
humor

57. Con-nues
with
brilliant
example
of
keywords
in
the
profile!

58. MINDING
THE
EDGES
Don’t
let
the
rest
of
your
social
profiles
pull
you
down

59. Google
yourself
once
in
awhile

60. Since
I
last
gave
this
presenta-on

61. Your
social
profiles
are
important
• Some
recruiters
will
review
your
social
profiles
Most
hiring
managers
(and
poten-al
employees)
will
absolutely
look
you
up
REVIEW
SOCIAL
PROFILES?

62. Twiper:
brand
yourself
appropriately
• Tweet
about
your
passions,
your
interests,
your
areas
of
job
growth
• RT
smart
content
• Have
conversa-ons
• Review
your
pages
regularly
• Be
interes-ng
or
funny
or
smart
…
be
true
to
you

63. Facebook:
when
in
doubt,
don’t
Period.

64. Ready
to
kick
your
profile
into
gear?
Thank
you!
@janetleejohnson
LinkedIn.com/in/janetleejohnson

65. Addi-onal
Resources
• hpp://www.ted.com/talks/
amy_cuddy_your_body_language_shapes_who_you_are?
language=en
• hpp://mashable.com/2013/04/13/linkedin-­‐profile-­‐-ps/
• hpp://www.wired.com/business/2013/04/the-­‐real-­‐reason-­‐
you-­‐should-­‐care-­‐about-­‐linkedin/
• hpp://www.forbes.com/sites/williamarruda/2014/03/04/22-­‐
linkedin-­‐secrets-­‐linkedin-­‐wont-­‐tell-­‐you/