LinkedIn Strategic Guidelines

Strategic Guidelines
brought to you by
Bruce A. Bennett
Career Coach Corner
March 15, 2023

2
Introduction & Notes for Workshop
Introduction
MCWN Volunteer since 2010 & Contractor from 2018
Career Coach Corner Blogger & Presenter
B² Discuss LinkedIn Podcaster
General Notes for Today
My contact info is on the last slide
Workshop is interactive, Q/A & Parking lot
Presentation files are on SlideShare
Follow-up email will include a link to deck and survey

3
Outline for session
Outline
Why LinkedIn?
General tips
Enhancing your profile
Strategic Guidelines
Searching & Settings
Mobile App

4
Goals for session
Learn why to create and post content
Understand how to use the hashtag # symbol
Recognize how to use the at @ symbol
Identify opportunities to market yourself
Discover the LinkedIn mobile app benefits

5
LinkedIn - What is it & Why use it?
Over 900 million professionals in more than 200
countries use LinkedIn to connect, exchange
information, ideas & opportunities!
More than 90% of recruiters search for candidates on LinkedIn
45 million people use LinkedIn to job search weekly
6 people are hired on LinkedIn every minute
77 job applications submitted every second
Source: https://blog.hootsuite.com/linkedin-statistics-business

6
LinkedIn Profile - Introduction Card

7
LinkedIn Profile - Add Profile Sections

8

9

10

11
Important Messaging Setting!!!

12
Editing Your LinkedIn Profile URL

13
Delete
computer
generated
digits &
Save

14
Use on
resume,
cover letter,
business
card, job
applications,
email
signature

15
Adding a Custom Banner
Providing a custom banner enhances a profile

16
Use a relevant image of
your profession or
brand
1600 x 400 pixels is the
suggested banner
size
LinkedIn has a few
custom images to
select from generic to
current topics,
e.g. BLM or LGBTQ

17
This is the Upload
a Photo option
that allows you
to adjust the
image to size

18
Use Google Images to search alternate options

19
Editing Your Profile Contact Info
Check your contacts for email & phone

20
Editing Your Profile Contact Info
Your contact info should include email & phone

21
LinkedIn Strategic Guidelines
1. All Star profile
2. Headline that is descriptive and accurate, not title
3. Add media to the Featured & Experience sections
4. About section with call to action
5. Utilize Skills section and other keywords
6. Create relevant job search agents
7. Create a post, share image, write article, etc.
8. Use # and @ for better visibility on LinkedIn & social media
9. Recommendations
10. Name pronunciation - Mobile app
11. Cover story - Mobile app

22
All Star profiles are 40x more likely to receive job opportunities
There are several stages to developing your LinkedIn profile
1. Beginner
2. Intermediate
3. Advanced
4. Expert
5. All Star
LinkedIn will suggest actions to reach the next level under your
Introduction card until you achieve an All Star Profile
How to Achieve All-Star Status on LinkedIn in 2020 Article
How To Get LinkedIn All-Star Status as a High-Skilled and
Underrepresented Candidate in 2022 Article with video
Strategic Guideline - All Star Profile

23
Your photo should have a professional appearance
Passport format with headshot
Any digital photo can be cropped to fit
Rename photo file for SEO before uploading it
e.g. Bruce Bennett Fishing Guide.jpg
Strategic Guideline – Profile Photo

24
Strategic Guideline - Headline
Headline can have
220 characters
Separate your
skills with a
space and pipe
symbol

25
A. B2B Sales at MNO Company
B. Bilingual B2B Sales Professional at MNO Company
C. Fluent Bilingual B2B Sales Professional Helping French and
American Companies expand their International Presence
A. Marketing Manager at XYZ Company
B. Successful Marketing Manager of Brands at XYZ Company
C. Internet Marketing Expert | Looking For New Business
Partnerships That Need Help With Marketing... Lets Connect!
LinkedIn Headline Alternative - UVP

26
Strategic Guideline – Add Media
Featured section
is an ideal place
to share photo
ops, documents,
work examples,
etc.

27
Strategic Guideline – Add Media
Adding media to
your Experience
section is
another ideal
place to share
photo ops,
documents, work
examples, etc.

28
The About section can have 2600 characters
Optional - Start with email address or phone # on the very first line
First paragraph should be about your skills, job titles, work
experience and passion
Second paragraph should relate how you added value for a previous
employer(s) - tell a STAR story
Final paragraph should tell how you can solve a company’s problems
or issues
Close with a call to action: “let’s connect…contact me if…call me if”
Strategic Guideline - About Summary

29
Strategic Guideline - Skills
Three skills are featured but you can have 50 skills
You can add a new skill by clicking the + hyperlink symbol
The skills can edited by clicking on the pencil
Add a new skill Edit your skills

30
LinkedIn suggests
key skills based on
your profile
Click on the skill and
Save to add it to
your profile
Or type in a skill to
add it to your profile

31
Type a new skill
LinkedIn suggests variations for key skills
Customer = Service, CRM, Satisfaction, Experience, Support
You can select from several suggestions
Skills at the top of the list are more widely searched

32
You can select the role
where you gained the
experience
Multiple positions can be
selected for the skill

33
You can select the role
where you gained the
experience
Multiple positions can be
selected for the skill

34

35
Best Practice - Skills & Endorsements
You can edit the
skills by
clicking on the
pencil
Click on 3 dots
to reorder your
displayed skills
or check
Endorsement
settings

36
Strategic - Skills & Endorsements
Click on the symbol and
drag the skill to the new position

37
Endorse connections to receive endorsements

38
When you click on the
Demonstrate Skills button
it opens this page
You can Demonstrate soft
skills by writing or
recording a response that
will be included with
relevant job applications
Take Skill Assessments is a
feature that is getting
traction

39
Completing Skill Assessments may benefit your job search

40
Take Skill Quiz
offers several
categories to
test your
knowledge

41
Strategic Guideline - LinkedIn Skills
Once you pass
the quiz, a
badge is
featured next
to the skill

42
It is imperative to add all your skills to your profile
You might ask yourself why is it so important?
This Is Why I Emphasize Skills

43
Strategic Guideline - Skills Nuance
Strategically place skills in your work experience
Job Title (then list skills used in that position)
Insert key skills again in the detailed section

44
Best Practice - Job Search Agent
A job search
agent can be
created easily
You can save up
to 10 different
job searches
using different
job titles, and
many other
filtering criteria

45
Strategic Guideline - Job Search Agent
All filters allow
for expanded
searching by
Date posted,
Experience
level,
Company
and more….

46

47
Utilize filters to
target your ideal
position &
company
New filters have
been recently
added
Under 10 Applicants,
In Your Network &
Fair Chance
Employer

48
Enter a job title, skill or company to start a search

49
Use Easy Apply if NOT listed on Company Website
LinkedIn Easy Apply Application

50
Strategic Guideline - Your Activity
Review activity &
interest about
your profile
Analytics and
Resources is only
visible to you
Formerly named as
Dashboard

51
Activity posting can be
articles, recognition, etc.
Try to include an article
hyperlink, image or video
Click on See all activity to
view additional content

52

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54
Information about the individuals viewing your posts

55
Post analytics offers
insights about the
exposure your activity

56
Demographics
information covers
several categories
Show all displays
additional information

57
Post analytics and
Resources is only
visible to you
Information about
the individuals
viewing your
posts

58
Creating a post is an easy process
Start on the Home page and click on Start a post

59
Click on the Anyone drop down menu to select who receives the post

60
You can send to Anyone, Tweet, connections only, or a LinkedIn Group

61
You can select a
LinkedIn Group
to post your
message

62
Type message and add
# or @ to target
recipients

63
Add hashtags to
increase target
recipients
#careers 22.5M
#socialmedia 19.7M
#personaldevelopment 14.7M
Content is complete and
ready to Post

64
Post is successful
confirmation, click
view to see it

65
You can schedule your post for a later time

66
Strategic Guideline - Hashtag - #
The hashtag # symbol is a powerful tool
Use it to reach a larger audience
Gain more visibility and/or marketing
Appropriate use is #LinkedInTips
Those individuals following #LinkedInTips
will have it appear in their feed

67
Strategic Guideline - Hashtags
Enter in a topic to find variations of the theme

68
Strategic Guideline – Hashtags
LinkedIn indicates how many followers a topic has

69
Strategic Guideline - @
The @ symbol tags a specific person or company
The tagged person receives a notice of mention
e.g. @Erica Reckamp
Or @BruceBixler
Or @Brunswick Corporation
Both symbols work with other social media
Can a Company Use # and @??

70
Strategic Guideline - At @
When typing a name,
click on the person in
the dropdown list

71
LinkedIn completes
the name for you &
hyperlinks it
Complete typing your
comments and click
the Post button

72
Individual receives notice that you tagged them
People that follow the individual will see it in their feed

73
The company
receives notice
that you tagged
them in a post

74
Three levels of connections
Your LinkedIn Network – 1st, 2nd, & 3rd

75
LinkedIn suggests many ways to build your network
People you may know from University of South Florida
Top emerging creators to follow
Pages to follow based on your activity
People you may know with similar roles
People in the Professional Training & Coaching industry
you may know
Online events for you
Groups you may be interested in
Strategic Guideline - Build Network

76
People you may know with similar roles
Click on their name or photo to connect

77
Click on blue Connect button

78
Dialogue box pops up with two options
Add a note customized to the person
Send now produces a generic spam like message
Leverage LinkedIn - Build Network

79
A personal note
increases the
likelihood of a
successful
connection
Only 300
characters can be
used for the note

80
Click on the More
button to Connect
and reveal several
other options
Building Your LinkedIn Network

81
Strategic Guideline - Recommendation
Recommendations are
meaningful and add an
important element to your
profile for consideration
Including a quote from your
Recommendations and
adding it to specific work
experiences validates your
capabilities to the viewer

82
Strategic Guideline - Follow Company
Keep current with your
Interests & target
companies
LinkedIn enables you to
easily view news & jobs
This also enables you to
engage with the company

83
LinkedIn company page
features many details
Following the company
makes it easy to stay
informed and up to date
about it
Jobs can usually be found
on their company page

84
Like,
Comment or
Share to
engage with
a company

85
Additional Job search
agents can be specific for
your target companies
You are more likely to be
viewed when liking,
commenting or sharing
their content
It demonstrates you are
engaged with the company

86
Who Viewed You
Review from the home or profile page
Last five people are viewable with a free account

87
Best Practice - Who Viewed You?
The 5 most recent five people are identified with a free
account except those that want to remain anonymous

88
LinkedIn Searching
Find people,
companies,
jobs, groups
using search
Use LinkedIn’s
array of
search filters
to fine tune
results

89
LinkedIn Searching
All filters
allow for
searching
by
Connections
of, Location,
Companies,
Industries,
Schools,
and…

95
LinkedIn Settings
There are three
profile viewing
options
You want to let
individuals and
companies
know that you
are looking at
them

97
LinkedIn Mobile
High level of functionality
Instant communication
Record audio message
#Networking

98
LinkedIn Mobile App
LinkedIn mobile makes it easy to
network and stay connected with
your network.
The mobile app opens to your
home page for viewing network
feed.

99
Strategic Guideline - Name Pronunciation
LinkedIn mobile
allows you to add your
name pronunciation.
Click on your profile
settings to add name
or brief message.
Save 10 second
recording as last step.

100
Strategic Guideline – Cover Story
Name Pronunciation
displays a speaker next to
name.
LinkedIn mobile allows you
to add a 30 second video to
your profile. Click on +
symbol to explore options.
Erica Reckamp Cover Story
The video will be on mobile
& desktop versions.

101
LinkedIn Mobile Adding a Connection
You can personalize
a request to connect
on LinkedIn mobile.
1 Go to their Profile.
2 Click the symbol.
A new screen will be
displayed.
2
1

102
LinkedIn Mobile Network Page
Manage network connections
from this page.
Accept invitations or select
person to invite & write personal
note to connect.
Limited to 300 spaces.

103
LinkedIn Mobile App Posting
LinkedIn has made it
easy to post options are
numerous using the app.
Note the bubble at the
top of the page. Touch
the symbol. A new
screen will be displayed.

104
LinkedIn Mobile Messaging
Messaging offers ability to
search messages.
Green circle indicates they are
active on LinkedIn
1 To search for a message.
2 To create a new message.
A new screen will be displayed.
1
2

105
LinkedIn Mobile Messaging
You can send more then a plain
text message.
Click on the + symbol to add
attachment, camera, video,
photos, or GIF.
Or send a short audio message by
selecting the microphone.

106
LinkedIn Mobile App Notifications
This page replicates the desktop
version. It will display recent
activity about your network.

107
LinkedIn Mobile App
The Jobs button
displays most of the
features available on
the desktop version.
Click on See more to
display the app
features.

108
Success Stories
Jackie L. – Financial Industry
Improved her profile after workshops & 1on1 critique to obtain new job
Sherry H. – Marketing
Attended NTS meetings and networked to get hired
Maria A. – Change Agent
Incorporated my recommendations, found on LinkedIn and offered job
Liz Z. – Graphic Design
Attended my workshops, used LinkedIn effectively and offered job
Rich M. – Project Manager
Improved his resume & profile after workshops and got hired
I want to add your name to the list!

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McHenry County Workforce Network
March Career Workshops & Services
Personalized Job Search Assistance Services
To sign up, email the professional directly
LinkedIn Critiques
60 minute session Virtual Session is a one on one
profile review and/or Q&A about LinkedIn usage
Email me to set up an appointment: BABennett73@gmail.com

110
Upcoming Webinar Events
Resumes, Cover Letters and Applying Online
Wednesday April 5, 2023 from 10:00am to 12:00pm
Guide to a Winning Interview
Monday April 10, 2023 from 10:00am to 12:00pm
Network to Success Job Club
Job Search for Over 50
Wednesday April 12, 2023 from 1:00pm to 3:00pm
LinkedIn for Your Job Search
Monday April 17, 2023 from 10:00am to 12:00pm
Arlington Heights Memorial Library
Create Your Professional Portfolio
Thursday April 27, 2023 from 7:00pm to 8:30pm

Feel free to connect with me on LinkedIn
Bruce A. Bennett
Mobile: 815-302-9552
Email: BABennett73@gmail.com
LinkedIn: http://www.linkedin.com/in/bruceabennett
Career Coach Corner Blog: http://bruce73.wordpress.com/
https://bruce73.wordpress.com/upcoming-presentations/
Podcast: https://www.spreaker.com/show/b-squared-linkedin

LinkedIn Strategic Guidelines

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