In Digital Marketing Today, it is essential for students to market themselves to the best of their abilities so that they can stand out from the pool of applicants during their interviews. In this lecture, we covered how to have a true "All-Star" LinkedIn profile as well as how publishing works and the ways to add it to your portfolio.

1. LinkedIn Workshop
Lecture #3: LinkedIn Profiles and LinkedIn Publishing
UGBA 198 - Fall 2017
Haas School of Business, UC Berkeley
Julian Gamboa-Ramos

2. Warm-Up: SWOT Analysis

3. Warm Up: Halo-Top

4. Warm Up: Halo-Top

5. Warm-Up: Halo Top
“I guess the CEO has been a fan of my stuff for a while. He basically just
said to me, “We already have enough commercials that explain why
Halo Top is awesome. We just want something in your style that just
grabs people’s attention.” I came back and pitched my idea in person.
It’s one of those things where I felt like, if I just sent it to him over email, I
would sound like a crazy person. I had to get in front of this dude and
illustrate why it’s going to be funny. On paper, it just reads like it’s super
dark, you know? I downloaded a text-to-speech app and kind of acted it
out, and played the robot parts on my phone, so he would understand
why it’s funny for the robot to say “Eat the ice cream” a bunch of times."

6. What’s LinkedIn?
● What does LinkedIn offer?
○ ~500 million registered users
○ “Your always-available, online resume”
○ Rich media, job listings, publishing
● Who are its users?
○ Students, job-seekers, influencers
○ Recruiters, head of departments, execs
○ Companies: open positions & culture
December, 2002

7. In Your Internship
● Recruiter/Interviewer details
○ Company values, personal projects for questions
○ Profile views: Hyperlinked on resume - clicked?
● Grow your network with professionals and alumni
○ Mentoring and advice
○ Recruiting seasons help
○ References!

8. Profile Strength - Beginner
● Professional Headline and Headshot
○ Current job position + Company
● Location and Industry
○ Residency and field of interest
● Education
○ College? Campus’ homepage’s summary.
● Personalized LinkedIn URL

9. LinkedIn Card

10. Marketing Your Education
● Organizations
○ Campus organizations
● Honors/Awards
○ Scholarships, Dean’s Honor List
● Courses
○ Classes taken in set college.
○ Pertaining to your major
● Media
○ Images - virtual tour

11. Profile Strength - Intermediate
● Detailed Work + Volunteer Experience
○ Conversation version of your resume.
○ +50 words within each section.
○ Adds credibility to profile with company logo.
○ Media: Either two or five files to show projects.

12. Work Experience

13. Profile Strength - Advanced
● Strong Summary (3 Paragraphs)
○ Personal intro, hobbies, extra-curriculars
○ Work Experience summary
○ Contact Info: e-mail and Twitter
● Attach Media (Links to Portfolio)
○ Professional Twitter
○ Slideshare (Presentations)

14. Executive Summary
Personal Intro
Work Experience
Contact Info
Media

15. Profile Strength - Expert
● Skills & Endorsements
○ Top 10 skills + additional
● Additional Info
○ Interests (Hobbies)
● +500 Connections
● Following Influencers
● Link your Twitter

16. Skills & Endorsements

17. Profile Strength - All-Star
● Recommendations
○ Supervisor’s, co-worker’s, or employee’s W.O.M.
○ Makes a more “recruiter-friendly” profile
● Publications
○ Demonstrate your knowledge in your field
● Join LinkedIn Groups
○ Join discussions of like-minded professionals

18. Work Recommendations

19. Publications

22. Update LinkedIn Regularly
● Maintaining your LinkedIn
○ Campus activities, volunteer service, UPDATE!
● Know Your LinkedIn URL
○ Create a bit.ly (bit.ly/juliangamboa)
● Recruiter Messages
○ Keep your LinkedIn updated!

23. LinkedIn Publishing

24. In Your Internship
● Knowledgeable about the subject.
○ Marketing interviews
○ Formulate opinions beforehand
● Showcase your activity in the industry.
● Adds to your marketing portfolio.
● Reach new audiences
○ Influencers, students, recruiters!
○ Executives!

25. Course’s Online Publications
146.2k Views 1054 Comments25.7k Likes 150 Features

26. Your Research
● Topics: Marketing & LinkedIn Student Editorial Calendar
○ Do you have a perspective on a marketing event?
○ What is your brand doing differently?
○ Can other brands learn from this?
○ Why is it interesting to you?
● Recommended sources:
○ Adweek, Mashable, Forbes, Business Insider,
LinkedIn, TechCrunch, + any digital publisher.

27. LinkedIn Student Publishing

28. Header Image
● Stock images are great.
○ Clean, concise, easy to find.
● Avoid text-heavy headers.
○ If some text, not focus of image.
○ Avoid brands - instead, usage of brands.
● Credit image source: “The Next Web | bit.ly/29D7KUE”

29. In Retrospect
● What did your reader learn?
● What is your call-to-action? Your article’s purpose?
● Encourage conversation:
○ Ask a set of questions that could be discussed in
comment section. What is your stance on ____?

30. Course’s Signature
If received a YES, use:
“This post belongs to the #Digiviewpoint series of Digital
Marketing Today, a digital marketing course taught at UC
Berkeley by course instructor and LinkedIn Campus Editor
Julian Gamboa. #StudentVoices”
Keep hyperlinks when posting!

31. Signatures
● Your signature should answer:
○ How can I connect with / follow the author?
○ What else has the author written?
○ Who wrote this article?
○ Are they credible?
● Update on every new post.

32. Signatures
Short Bio + Credibility
Follow Me!
Past Published Work
Contact Info

33. Marketing Your Post
● Make an enticing (non-clickbait!) tweet.
○ “This company marketed their product, you won’t
believe what happened next!” or #’s
○ Pin your Tweet!
● Post on your LinkedIn Groups.
○ Utilize your tweet here
● Like and/or comment on shares.
○ +Profile views

34. Marketing Your Post

35. Comment Section

36. #USPolitics- LinkedIn Channel

37. Comment Section
● Manage it well.
○ Let angry comments be angry.
○ Discussion is encouraged!
● Thank supporters
○ “Thank you for reading!”
● Shares
○ Think Quoted Retweets
○ Tweet back!

38. Publishing Demo