LinkedIn Profile Webinar

Webinar:
LinkedIn Profiles
for
Digital Diplomats
Donna Svei, Executive Resumes & LinkedIn Profiles
www.linkedin.com/in/donnasvei

Learning Objectives
1. Gain basic understanding of LinkedIn:
a. Member value propositions.
b. Network size.
2. Gain basic understanding of LinkedIn profiles:
a. Privacy.
b. Account types.
c. Basic Profile Sections.
I. How to access.
II. Suggestions and tips for your profile.
III. Access to sample profiles.

LinkedIn
Global Professional Network
Three Member Value Propositions
1. Professional Identity.
Be the professional profile of record.
2. Network.
Connect of all the world’s professionals.
3. Knowledge.
Be the definitive professional publishing platform.

LinkedIn Members, Q3 2014

US & APAC Membership
• US: 100+ million.
Over 57% of the working age US population has a LinkedIn profile.
• Asia/Pacific: 50+ million.
Membership tripled 2011 through early 2014.

Benefits of a LinkedIn Profile
1. Increase your visibility.
a. Colleagues.
b. Other Stakeholders (exporters, importers, etc.).
c. Recruiters.
2. Control your first impression.
3. Build your personal brand.
a. An online resume.
b. Extensive brand building/story telling tools.

Go to Your LinkedIn Account
1. Go to www.LinkedIn.com.
2. You will either be prompted to:
a. Open an account (simple).
b. Login (email address & password).

Set Your Privacy Controls – Where

Make Your Privacy Decisions -- Where

More on Privacy
1. Consider your goals.
2. Let your goals inform your decisions.
3. Use Google to learn more about each option.
a. It will connect you to official LinkedIn information.
b. It will connect you to blog posts.

Choose Your Profile/Account Type
1. None.
2. Basic (free).
3. Premium (monthly/yearly fee).
a. Job Seeker.
b. Business Plus.
c. Executive.

Visibility of Profile Types
1. No profile: NO visibility.
2. Basic, free profile:
a. Visible to your network.
b. Visible to some recruiters.
c. Visible via search engines (if you make your profile “public.”)
d. Invisible to members you specifically block.
3. Premium profile:
a. Visible to all LI members, unless blocked.
b. Visible via search engines (if you make your profile “public.”)

Features of Basic & Premium Accounts
(Beyond the scope of this webinar)
• Basic Account
See: http://buff.ly/1zN8dX4
• Premium Accounts
See: http://buff.ly/1zN8qtc
• Choice depends on your goals.

Go To “Edit Profile” Mode -- Where

8 Key Profile Sections
1. Header.
2. Summary.
3. Experience.
4. Education.
5. Certifications & Licenses.
6. Languages.
7. Recommendations.
8. Endorsements.
 You don’t have to build it all at once. 

8 Header Elements
1. Name.
2. Photograph.
3. Headline.
4. Location.
5. Industry.
6. Customize your public profile & URL.
7. Contact information.
8. Background image & accessibility (premium).

Profile: Click on Sections/Prompts to Edit

Header: Name -- Where

Header: Name – Details
1. First Name.
2. Last Name.
3. Credentials follow last name.
This LinkedIn database field has heavy SEO weight.
4. Former Name.

Header: Photograph -- Where

Header: Photo – More Where

Header: Photograph
• Headshot.
Research says viewers spend most time on your profile here.
• In focus.
• Assess effectiveness at PhotoFeeler.com.
• Google “LinkedIn profile photo” for more tips.

Header: Headline
1. Keywords first.
This database field has heavy LinkedIn SEO weight.
2. Personal brand builders next.
3. Examples:
a. “Executive Resume Writer | Retained Search Consultant | Career
blogger featured by Fast Co, Time, CBS News…”
b. “E&P professional with consistent record of increasing reserves,
production & cash flow”
c. “Corporate Tax & Customs Executive | CTO | Global 1000
Manufacturing & Distribution | US & Foreign Owned Firms”

Header: Industry
• Structured drop down menu.
• Choices:
a. “Import & Export.”
b. “International Trade & Development.”
c. Your industry specialty.
d. The industry where you want to work.

Header: Customize Public Profile/URL

Header: Select Public Profile Elements

Header: Create Custom Profile URL

Header: Custom URLs
1. Fit more easily than standard LI URLs on:
a. Business cards.
b. Resumes.
c. Professional bios.
d. Lists of meeting participants.
e. Etc.
2. Can be used for personal branding:
a. www.linkedin.com/in/JaneDoeMBA
b. www.linkedin.com/in/JohnDoeIntlTrade
c. www.linkedin.com/in/JaneDoeCPA

Header: Contact Information -- Where

Header: Detailed Contact Information

Header: Background Image -- Where
• Premium accounts only.
• Hover cursor in background image area.
• “Edit background” will appear.
• Parameters: http://buff.ly/1D9ggnx

Header: Background Images -- More
• Tremendous visual story telling opportunity.
• Help viewers visualize “who, what, where,
how” of what you do.
• Ideas:
1. Map that shows your geographical expertise.
2. Photo of you behind the podium at a speaking engagement.
3. Personal branding statement.
4. Google “LinkedIn background images” for ideas.

Header: Branding Example

Header: Premium Profile -- Where

Header: Premium/Open Profiles
1. Help your stakeholders access your profile.
2. Some employers pay LinkedIn’s fees.
3. A MUST for job seekers.

Header: Premium Profile Benefits

Summary Section
• Think “Executive Summary.”
• Use keywords.
This database field has heavy LinkedIn SEO weight.
• Examples:
1. Wanda Barquin | LinkedIn http://buff.ly/1Hx6gUJ
2. Sheila B. Storch, SPHR | LinkedIn http://buff.ly/1Hx6MCe
3. Phil Winner, MBA | LinkedIn http://buff.ly/1Hx7Gi0

Experience Section
1. Bare minimum:
a. Employers (use keywords, heavy SEO weight).
b. Job titles (use keywords, heavy SEO weight).
c. Dates.
d. Last 10 years.
2. Copy and paste your resume (preferred):
a. Wanda Barquin | LinkedIn http://buff.ly/1Hx6gUJ
b. Sheila B. Storch, SPHR | LinkedIn http://buff.ly/1Hx6MCe
c. Phil Winner, MBA | LinkedIn http://buff.ly/1Hx7Gi0

Education Section
• Relevant:
a. Graduate degrees.
b. Undergraduate degrees.
c. Certificate programs.
d. High school only if it shows multicultural background.
• Information:
a. Degree.
b. School.
c. Location.
d. Year (optional).
e. Honors.

Certifications & Licenses Section

Languages Section

Recommendations Section
• Essential for credibility & personal branding.
• Possible referees:
a. Past/present managers.
b. Past/present stakeholders.
c. Past/present colleagues.
• How To: Ask for LinkedIn Recommendations,
http://buff.ly/1tJxzbM

Skills & Endorsements Section -- Where

Skills & Endorsements Settings

Which Skills to Feature?
• Keywords, keywords, keywords.
Has LinkedIn SEO weight.
• Use LinkedIn’s “canned” keywords.
• Helpful for credibility & personal branding.

Rich Media – Visual Story Telling
• Use videos & photos to tell your story.
Example: Rich Hirsch | LinkedIn http://buff.ly/1AuXLYe
• A picture is worth a thousand words.
• Where:
a. Background images.
b. Summary.
c. Experience (for one or more positions).

More
• Slide deck posted at:
http://www.slideshare.net/DonnaSvei
• Connect with me on LinkedIn to access sample
LinkedIn profiles featured in deck:
www.linkedin.com/in/DonnaSvei

LinkedIn Profile Webinar

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