Maximizing Your Career and Visibility as a CMA on LinkedIn
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In this presentation delivered at an educational session provided by CMA Manitoba on February 6/2013, Matthew Shepherd of Dotdynamic Internet Marketing discusses the virtues of LinkedIn for Certified Management Accountants. Topics covered include: - LinkedIn Profile Optimization - Networking Through LinkedIn - Advanced Searches on LinkedIn - Linked-In X-Ray Searches
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Maximizing Your Career and Visibility as a CMA on LinkedIn
- 1. Maximizing Your Career With Brought to you by: Matthew Shepherd, Dotdynamic Internet Marketing. Certified Management Accountants of Manitoba
- 2. Privacy 101 If you wouldn’t share it in public Don’t share it online!
- 6. Being The Most Visible
- 9. CMA In LinkedIn Search
- 11. CMA in Job Title
- 12. Certified Management Accountant In Title
- 13. Profile Basics
- 17. Privacy and Email Settings
- 18. Privacy and Email Settings
- 19. Privacy and Email Settings
- 22. Networking
- 23. Networking We met at.... We are both members of... We are both connected to... I’d like to connect to...
- 24. Endorsements
- 25. Recommendations
- 26. Searching
- 27. Searching
- 28. X-Ray Searching
- 32. X-Ray Searching Free Tool To Help With X-Ray Searches www.recruitin.net
- 33. Groups
- 34. Thank You Matthew Shepherd Online Marketing Consultant www.dotdynamic.ca matthew@dotdynamic.ca Matthew Shepherd matthew@dotdynamic 204-296-2562 @MatShepSEO .ca www.dotdynamic.c a
Editor's Notes
- In light of the increased number of incidents of hacked social media accounts some brief advice: If you wouldn’t share it in public, don't’ share it online! Always read privacy policies of sites you sign up for. In general understand they will not be held responsible for anyone else gaining access to your information. Don’t use the same password across websites and try and use secure passwords.
- The first thing I notice when visiting various CMA websites is the tagline “Create Possibilities”. As CMA’s are professionals driven by creating possibilities it seems that LinkedIn is a perfect tool to add to a CMAs toolkit. I realise many of you despite your common designation work in varying roles so what those possibilities are will likely vary too but hopefully after today all of you will find ways to use LinkedIn to maximize your career and business opportunities.LinkedIn has created a vast worldwide social network of professionals that you can tap in to create possibilities for yourselves, your career and the businesses you work for.What possibilities can LinkedIn create for you? Connect you with new job prospects and career opportunities. Help you find new employees. It can help your sales team connect with and research key prospects within an organization. It can help your marketing team deliver key messaging to a professional audience. Connect you with colleagues for collaboration and education. Allow you to create a space to position yourself as a subject matter expert, knowledge hub or as a thought leader.
- ...and these possibilities extend throughout a broad range of industries.To open up these possibilities you first of all need to be present and more importantly visible on LinkedIn. I’m not going to walk you through every step of creating a LinkedIn profile instead I’m going to highlight the key areas that are often overlooked in creating a great profile.Going to discuss: Being visible for career and business opportunities Connecting with colleagues Understanding organizations through LinkedIn Connecting with hard to reach individuals through LinkedIn Finding resources Being a resource
- What do I mean by being visible? Let’s start with how may people start their online browsing session these days...with search. If I were looking for a local certified management accountant, for whatever reason, this is what I would do.
- So how do you increase your visibility on LinkedIn and how do you become the most visible professional for important searches on and off of the network?Angela’s doing something right so let’s take a look at her profile...In Angela’s case we can see that Angela has prominently and frequently mentioned certified management account throughout her profile. In fact it appears 11 times...
- Keyword prominence and frequency play a part in visibility so definitely keep in mind the keywords you want to be found for when filling out your profile but also strive to fill out your profile completely. You are given plenty of space to shine...lets take a look at some of the key areas you should focus on to increase visibility, convey professionalism and grow your network.Upcoming change to CPA (Chartered Professional Accountant)NameProfessional HeadlineLocationPublic Profile URLSummary
- Search CMA in LinkedIn restricting to Winnipeg and surrounding area = 397 results...not al CMAs but we get a feel that some of you are putting this in your LinkedIn profile. Notice Denise Zaporzan coming out on top there.
- Search Certified Management Accountantin LinkedIn 314 results...not all CMAs but we get a feel that some of you are putting this in your LinkedIn profile. Notice Denise Zaporzan coming out on top there.
- Search CMA in title on LinkedIn 9 results. Notice Denise Zaporzan doing well again.
- Search Certified Management Accountant in Title. Only 4 results...but not many people perhaps really hold that job title.Enough with the searching what am I getting at here? Basically...if you want to be found for something on LinkedIn mention it frequently through your profile. Take a look at those that are ranking highest and figure out why they are doing better than you. Generally speaking a fully complete profile, with strategically placed keywords and large number of connections will do well.Consider also as you saw at the beginning of this that you are not juts increasing your profile visibility in LinkedIn but in some circumstances in search engines like Google, often outranking your own website for relevant keywords.Being found on LinkedIn and beyond LinkedIn for searches relevant to your skills and offerings...that sounds like possibilities to me...
- Fill out your profile as completely as you can. Many people approach LinkedIn like a resume but because they are not a job seeker are sparse with detail. Remember that LinkedIn isn’t just for job seekers, it’s also a networking and prospecting tool. You’ll be more successful at networking and prospecting if you look like you are taking the network seriously and you are giving other members plenty of information to find you with.Place important keywords that you want to be found for in your job title (if possible) and past job titles. Activity – This is where you can post frequent updates that show up in your connections news feed. Staying front of mind.
- Fill out your profile as completely as you can. Many people approach LinkedIn like a resume but because they are not a job seeker are sparse with detail. Remember that LinkedIn isn’t just for job seekers, it’s also a networking and prospecting tool. You’ll be more successful at networking and prospecting if you look like you are taking the network seriously and you are giving other members plenty of information to find you with.
- Fill out your profile completely always remembering to mention those all important keywords associated that you want people to find you with.
- Adding more than the basic details differentiates your profile and also helps profile viewers relate to you (finding common ground, interests, groups, connections)
- Make sue others can easily contact and connect with you.
- If you want to know who’s looking at your profile you will have to let them see you.
- This is how you see how often your profile is being viewed and potentially who is viewing your profile. This can be a good opportunity to reach out to those that are interested in you.
- Who’s been looking at my profile. Does that person represent an opportunity, perhaps you can contact them and/or connect with them. Perhaps gives you an idea if a particular company or industry has an interest in you....and yes Photoshop is a skill I should add to my LinkedIn profile ;)
- Your company profile is like a mini version of your website but should never replace your website. Provide information here that is focused on a professional business network and make it easy for them to get to your website.Post regular company updates to keep your brand in front of your network via their LinkedIn activity feed. Position yourself as a trusted resource and/or thought leader.
- Growing your network increases your visibility on LinkedIn (and beyond) and opens up opportunities. On LinkedIn as with many others things in life you get out what you put in. Actively network and share information on LinkedIn.When connecting there are a few things to consider:Do you follow LinkedIn’s guidelines and only connect with those you know or do you connect with people that you are relevant to in a meaningful and informative way? As long as you know you are truly relevant to a person and that you can tell people how you know them, what you have in common, and why you want to connect you will usually be successful in making a connection.
- Never send the default LinkedIn connection request!!! Send a personalized message including things like:We met at....We are both members of...We are both connected to...I’d like to connect to...Keep a document of common introduction messages that you can and copy and paste in this space.
- The new LinkedIn spam....at least for some.Endorsements are the easy access and time considerate version of recommendations. Use them sparingly and meaningfully.You can choose which endorsements show up in your profile (look for the pencil edit icon beside the endorsements section)
- Recommendations show profile visitors that others recommend you for your skills, previous work and character, they differentiate your profile and give profile viewers someone to talk to if they are considering working with you.Often the best way to get recommendations is to give them or to ask for them if you know the LinkedIn member well.
- In LinkedIn, Advanced search is your friend! You can find:New employeesCareer opportunitiesAnswers to questions (from your peers, industry experts or target audience)The latest industry newsIntelligence on your next prospectOrganizational structure of competitors or prospectsand much more!
- X-ray searching is the process of using advanced search operators in search engines like Google to search through the content on LinkedIn. It often turns up information that is hard to access on LinkedIn.This is a secret weapon for many human resource teams and head-hunters.In this example I’d like to know more about Darcy. S then LinkedIn is willing to tell me (without paying!)
- Enter x-ray searching via Google.
- And here’s the cached (text version) of Darcy’s public profile.
- A similar search in LinkedIn only gave me 141 results and didn’t always give me the full name of the LinkedIn member
- Check out www.recruitin.net for an easy way to x-ray search LinkedIn.
- Groups help you: Find like minded individuals Share information with your peers Learn from your peers Great way to make connectionsLinkedIn today – News recommended by LinkedIn network on topics you choose.Our description of this event also mentioned that we would cover LinkedIn Answers but unfortunately LinkedIn retired that on Jan 31st.