LinkedIn Strategic Guidelines

Strategic Guidelines
brought to you by
Bruce A. Bennett
Career Coach Corner
July 19, 2023

2
Introduction & Notes for Workshop
Introduction
MCWN Volunteer since 2010 & Contractor from 2018
Career Coach Corner Blogger & Presenter
B² Discuss LinkedIn Podcaster
LinkedIn user since 2006
General Notes for Today
My contact info is on the last slide
Workshop is interactive, Q/A & Parking lot
Presentation file is available online at SlideShare (no recording)
Follow-up email will include a link to deck and survey
Red Arrows

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 930 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
Your View of My Introduction Card

7
Use the More
button to
reveal
additional
options
including the
Connect

8
My View of the Introduction Card

9
LinkedIn Profile - Add Profile Sections

10

11

12

13
Important Messaging Setting!!!

14
Editing Your LinkedIn Profile URL

15
Delete
computer
generated
digits &
Save

16
Use on
resume,
cover letter,
business
card, job
applications,
email
signature

17
Adding a Custom Banner
Providing a custom banner enhances a profile

18
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

19
This is the Upload
a Photo option
that allows you
to adjust the
image to size

20
Use Google Images to search alternate options

21
https://www.freewordcloudgenerator.com/generatewordcloud

22
Editing Your Profile Contact Info
Check your contacts for email & phone

23
Editing Your Profile Contact Info
Your contact info should include email & phone

24
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 a call to action
5. Utilize the Skills section and other keywords
6. Create relevant job search agents
7. Create a post, share an image, write an article, etc.
8. Use # and @ for better visibility on LinkedIn &
social media
9. Recommendations
10. Name pronunciation - Mobile app

25
Strategic Guideline - All Star Profile
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

26
Strategic Guideline – Profile Photo
Your photo should have a professional appearance
Passport format with a headshot
Any digital photo can be cropped to fit
Rename the photo file for SEO before uploading it
e.g. Bruce Bennett Fishing Guide.jpg

27
Strategic Guideline - Headline
Headline can have
220 characters
Separate your
skills with a
space and pipe
symbol

28
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

29
Strategic Guideline – Add Media
Featured section
is an ideal place
to share photo
ops, documents,
work examples,
etc.

30
Strategic Guideline - Add Media
Adding media to
your Experience
section is
another ideal
place to share
photo ops,
documents, work
examples, etc.

31
The About section can have 2600 characters
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

32
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

33
LinkedIn suggests
key skills based on
your profile
Click on the skill and
Save it to add to
your profile
Or type in a skill to
add it to your profile

34
Type a new skill and LinkedIn
suggests variations of the skill
Customer = Service, CRM,
Satisfaction, Retention, Experience,
Support, etc.
Skills at the top of the list are
more widely searched

35
You can select the role
in which you gained
the experience
Multiple positions can
be selected for the skill

36

37
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

38
Strategic - Skills & Endorsements
Click on the
symbol and drag the
skill to the new
position

39
Endorse connections to receive endorsements

40
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

41
Completing Skill Assessments may benefit your job search

42
Take Skill Quiz
offers several
categories to
test your
knowledge

43
Strategic Guideline - LinkedIn Skills
Once you pass
the quiz, a
badge is
featured next
to the skill

44
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

45
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

46
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

47
Strategic Guideline - Job Search Agent
All filters allow
for expanded
searching by
Date posted,
Experience
level,
Company
and more….

48
Enter a job title, skill or company to start a search
Strategic Guideline - Job Search Agent

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

50
Analytics & Tools
Review activity and
interest in your profile
The Analytics section is
only available to you for
review

51
Strategic Guideline - Your Activity
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

53

54
Information about the individuals viewing your posts

55
Post analytics
Impressions offers
insights about the
exposure your
activity
Periods range from
past 7 days, 14
days, 28 days, 90
days and 365 days

56
Post analytics
Engagements detail
the reactions to your
activity

57
Demographics
information covers
several categories
Top demographics
can display Job
titles, Locations,
Industries, Seniority,
Company size and
Company

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, +Twitter, Connections only, or a
LinkedIn Group

61
You can select
only ONE
LinkedIn
Group to
post your
message

62
Type a message and
add # to increase
the number of
recipients
Or use @ to tag
specific
individuals or
company

63
Add hashtags to reach
a larger audience
#careers 22.5M
#socialmedia 19.7M
#personaldevelopment 14.7M
The content is complete
and ready to Post

64
Confirmation
the post is
successful
Click View to
see, review
and/or edit 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 topic

68
Strategic Guideline - Hashtags
LinkedIn reveals how many followers a topic has

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

70
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
The 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, or 3rd

75
Strategic Guideline - Build Network
LinkedIn suggests many ways to build a network
 People you may know from the 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
 Online events for you
 Groups you may be interested in

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

77
Click on the blue Connect button

78
A dialogue box pops up with two options
Add a note customized to the person
Send now produces a generic spam-like message

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

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

81
Strategic Guideline - Recommendation
Recommendations are
meaningful and add an
important element to
your profile for
consideration
Include a quote from your
Recommendations and
add it to specific work
experiences further
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
Best Practice - Follow Companies
Like,
Comment or
Repost 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 Profile Views
from the home or
profile pages
Last five people are
viewable with a free
account

87
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 the
search option
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…

94
LinkedIn Settings
There are three
profile viewing
options
You want to let
individuals and
companies
know that you
are looking at
them

96
LinkedIn Mobile
High level of functionality
Instant communication
Record audio message
#Networking

97
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.

98
Strategic Guideline - Name Pronunciation
Name Pronunciation
displays a speaker next
to your name.
LinkedIn mobile app
allows you to add it.
Click on your profile
settings to add name
and/or brief message.
Save a 10-second
recording as last step.

99
Strategic Guideline - Cover Story
The cover story or Profile Video
was discontinued after June
26th.
LinkedIn mobile allowed you to
add a 30-second video to your
profile. Click on the + symbol
to explore options to add a
cover story.
Erica Reckamp Cover Story
The video will be on mobile &
desktop versions.

100
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

101
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.

102
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.

103
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

104
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.

105
LinkedIn Mobile App Notifications
This page replicates the desktop
version. It will display recent
activity about your network.

106
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.

107
Success Stories
Jackie L. – Financial Industry
Improved her profile after workshops & 1on1 critique to obtain new job
Debbie F. – Administrative
Attended webinars and was hired
Patti P. – Executive Assistant
Attended all the webinars and was hired
Steve F. – Financial Industry
Attended my workshops, used LinkedIn effectively and offered a job
Rich M. – Project Manager
Improved his resume & profile after workshops and got hired
I want to add your name to the list!

108
McHenry County Workforce Network
July Career Workshops & Services
Free Personalized Job Search Assistance Services
To sign up, email the professional directly
LinkedIn Critiques
60-minute 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

109
Upcoming Webinar Events
Resumes, Cover Letters and Applying Online
Wednesday August 2, 2023 from 10:00am to 12:00pm
Guide to a Winning Interview
Monday August 7, 2023 from 10:00am to 12:00pm
Network to Success Job Club
Building Confidence
Wednesday August 9, 2023 from 1:00pm to 3:00pm
LinkedIn for Your Job Search
Monday August 14, 2023 from 10:00am to 12:00pm

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

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