The document provides an agenda and guidance for using LinkedIn effectively. It discusses the benefits of LinkedIn for maintaining relationships, research, and strengthening personal and company brands. It offers tips for an engaging profile, such as a headline, summary, and professional photo. The document also reviews growing your network through connections, introductions, and groups. It describes searching and sharing content on LinkedIn.

1. Workshop
June 2017

2. Agenda
1. What are the benefits of using LinkedIn?
2. What makes a good profile?
3. Growing your network – connections & groups
4. Searching on LinkedIn
5. Sharing content
6. Useful resources & questions

3. LinkedIn – What’s in it for me?
• Maintain relationships with customers
• Build connections with leads
• Discover valuable information about prospects and customers
• Keep up to date with trends & industry news
• Competitor research
• Strengthen the OfficeTeam brand
• Strengthen your ‘personal brand’

4. What makes a good profile?
• An engaging headline
• A strong summary
• A professional profile picture &
eye-catching background image
• A personalised URL
• Relevant work experience & achievements
• Multimedia - case studies, blogs,
whitepapers, videos etc
• Key skills
• Recommendations & endorsements

5. Creating a catchy headline
Your headline is your 120 character hook to people finding you in a LinkedIn
search – It should be about what you do as opposed to what you are.

6. Summary: best practice
• Write in the first person
• Your summary shouldn’t exceed 220 characters
• Only the first 92 characters are immediately visible on a mobile, so your first
sentence needs to make an impact
• Use bullet points
• Describe what drives & inspires you and how you incorporate this in your work
• Include something that makes you stand out – interesting hobbies or project that
you’re currently working on

7. Picking a profile picture
Having a professional LinkedIn photo
makes your profile 14 times more likely to
be viewed

8. What makes a good profile picture?
 Use a recent image
 Face the camera
 Wear what you’d wear to
work
 Use the correct image size
(400 x 400 pixels)
FUN FACT:
Research by PhotoFeeler found that images
showing toothy smiles make people seem more
likeable than people with a closed smile.

9. Adding a background picture
Adding a relevant, eye-catching image can help make your page more memorable.
Best image size:
Between 1000 x 425 and 4000 x 4000

10. Personalise your URL
• Looks more professional
• Boost your ranking for
Google searches
containing your name
• Add this to your email
signature to make it
easier for people to
connect

11. Experience, thought-leadership &
achievements
Use the experience section to
talk about your
accomplishments
Adding multimedia to your
experience and summary will
enhance the quality and
appeal of your profile:
•PDF brochures
•Links
•Photos
•Videos

12. Key skills
• You can add up to 50 skills to your profile, but focus on 5-10 core skills that are
most relevant to the work you do
• Only three skills are immediately visible so make sure you order your skills by
relevance

13. Endorsements
• Adding credibility to your profile
• Showcasing your abilities
• Endorse connections and they will return the favour

14. Recommendations
• Personal testimonials that appear on your profile
• You can recommend someone or request a recommendation
• Increase credibility
• Provide a recommendation to encourage someone to return the favour

15. Growing your network

16. Growing your network –
Degrees of connection
1st
–degree connection 2nd
–degree connection 3rd–degree connection
People you're directly
connected to because you've
accepted their invitation to
connect, or they've accepted
your invitation.
People who are connected to
your 1st-degree connections.
You'll see a 2nd degree icon next
to their name in search results
and on their profile. You can
send them a connection request.
People who are connected to your
2nd-degree connections. You'll see
a 3rd degree icon next to their name
in search results and on their profile.
•If their full first and last names are
displayed, you can invite them to
connect
•If only the first letter of their last
name is displayed,
clicking Connect isn't an option but
you can contact them through an
InMail if you have a Premium
Account.

17. How to grow your network
• Sync and add contacts by email
• Send LinkedIn connection requests after meetings and events
• Browse ‘People you may know’ visible on the ‘My network’ section
• Use LinkedIn’s Introductions feature
• Join Groups and engage with discussions
• Use the LinkedIn Search to find connections & leads

18. Connecting with people you know
On the ‘My Network’
section of LinkedIn, you
can:
•Add personal contacts
you have in your email
address book
•Browse and connect with
‘People you may know’

19. Growing your network –
Invitation best practice
• Send personalised requests
• Quality over quantity, but a larger network increases credibility

20. Growing your network –
Introductions
You can use an introduction to contact 2nd-degree connections through
connections you have in common.
You can request an introduction, and then your connection can start a
message addressed to you and the desired recipient.
You can only request 5 introductions at one time with a basic account

21. Groups – key points
• Gain an insight into your target audience
• Join groups with audience demographics you think may be interested in our
services to see what kind of information they deem valuable and worthy of sharing
• Strengthen your image as an expert in your field by contributing to conversations
• Avoid being self promotional
• Once you’ve joined a group, you can contact all group members
• You can only be a member of 100 groups at one time
• Maximum of 10 pending groups at one time

22. How to join groups
You can either search for groups by name or keyword,
or you can browse group recommendations by LinkedIn.
Using the search to find groups
if you want to search for groups
by name or keyword:
1.Click in the search box at the top of
the page & then select
‘search for people with filters
2.Select Groups from the list on the below the
search box
3.Enter in your keywords or group name –
If you need to narrow down your searches,
you can do this with the filters on the right
4.Click on the group of interest &
click ‘Ask to join’

23. How to join groups
Using LinkedIn’s group recommendations:
1.Click the Work icon in the top right of your
LinkedIn homepage & select
Groups from the dropdown.
2.Click Discover
3.Select the group you want to join
by clicking Ask to join.

24. Searching on LinkedIn

25. How to use LinkedIn search
• Allows you to search for people, posts and companies
• On the search results page you will be able to filter your people search results by
company, location, keywords, industries and more
• If you’re trying to find a specific person but don’t know their full name, you can use
other information in your search. For example: ‘Procurement Manager HSBC’
• Use search terms to find multiple companies. Enter in keywords related to the
company and ensure you have selected ‘Company’ results

26. Using Boolean Search
Quoted searches:
To find profiles with an exact phrase, enclose the phrase in quotation marks.
Example - “Procurement Manager”
NOT searches:
To exclude a particular term, type that term with an uppercase NOT before it.
Example - "programmer NOT manager"
OR searches:
To see results that include one or more terms in a list, separate the terms with OR.
Example - "sales OR marketing".
AND searches:
To get results that include two or more terms in a list, you can use AND as a separator.
Example - "manager AND director"

27. Why share content?
• Indirect contact with customers and prospects
• Build credibility and trust
• Gain new connections
• Strengthen both your personal and the OfficeTeam brand

28. Sharing your own content
You can share short, snappy posts:
Choose whether to share your post with anyone on LinkedIn or your connections only
Tag people in your posts so they receive a
notification that you’ve written about
them by typing @ before their name
Include a photo with
your update

29. Sharing your own content
Or you can write longer, blog-like articles:

30. Sharing connections' content
Your LinkedIn feed contains
posts from:
• Your network
• Companies you follow
• Groups you belong to
• Sponsored content
• Posts LinkedIn thinks will
interest you
Ensure you’re following relevant companies & influencers to ensure you
receive content that’s interesting to you and valuable to your connections.

31. Sharing OfficeTeam content
• Follow OfficeTeam on LinkedIn
• Weekly blogs covering a range
of topics
• Case studies shared weekly

32. Additional information & resources
Build Your Personal Brand
How To Create The Ideal LinkedIn Profile
4 Highly Effective LinkedIn Summary Templates
Different types of LinkedIn accounts
Detailed guide to using LinkedIn Groups
10 Things You Can Do This Week to Get New Business from LinkedIn
Top 10 Tips For Using LinkedIn For Sales Prospecting