This document discusses using LinkedIn for personal branding. It explains that personal branding is how one is positioned in others' minds based on their individual strengths and story. LinkedIn is important for personal branding because it allows users to create a searchable profile that showcases one's expertise and answers questions about their personal brand to establish themselves as a leader in their industry. The document provides tips for optimizing one's LinkedIn profile, such as using a professional photo, crafting an impactful headline and summary, including recommendations, engaging with groups, posting thoughtful content, and publishing articles.

1. Using LinkedIn for
Personal Branding
Laura Wiegert, Marketing Director,
Investors Community Bank

2. What is personal branding?
• How you are positioned in others’ minds
• Sets you apart--distinguishes you from the
crowd …your individuality and unique
strengths
• It’s about creating your story, living your
story, and telling the story

3. Why is it important?
• Positions you as the go-to person
in your niche or industry
• Builds credibility
• Builds connections
• Showcases expertise
• = Sales, new job, promotion, money
• It’s transferrable

4. Think

5. What is LinkedIn?
• B2B social networking platform
• The world's largest professional network
• Specifically for the business community to
establish networks of people they know
and trust professionally

6. Why important in general
• Only (viable) B2B platform
• 300 million + users
• Networking
• Job seeking
• Sales
• Branding

7. Why is LI important for personal
branding?
• Hub of professional online ID
• Searchable
• 24/7 billboard about you
• Personal web site/blog, complete with portfolio
• Thought leadership platform
• OPPORTUNITY!

8. Why is LI important for personal
branding?
Allows you to create a profile that answers
questions about your personal brand
• Who you are
• What you do
• What can you do for them? Prove it!
• Who can verify this?

9. HOW?
1. A Professional Profile Photo
2. A Concise, Impactful Profile Headline
3. A Well Written / Developed Summary
4. Recommendations / Endorsements
5. Involvement in LinkedIn Groups
6. Thoughtful posts
7. Publishing

10. 1. Your profile photo
• Professional head shot
• Not a company logo
• Recent
• No other people, kids, pets or
props
• This is your first impression…
make it good!
• Use same pic for other
business channels to enhance
your brand
• HAVE ONE! (7x more likely to be viewed)

11. 1. Your profile photo

12. 2. Profile Headline
• 1st piece of info users see in a search in
addition to name
• List official title so can ID role
• 120 characters … use them
• Keywords
• Clear, confident and searchable terms
• Short version of your story
• The debate …

13. 3. Profile Summary
• Opportunity to tell personal
brand story in a way that
matters.
• Like a 1:1 conversation
• Paint a picture of who you
are.
• NOT a resume

14. 3. Profile Summary
• Expand on your professional headline and
support it
• Highlight strengths and accomplishment
• What separates you from others?
• Not just skills and experience but your
approach and philosophy
• KEYWORDS

15. 4. Recommendations
• Ideal 2-3 for each
job
• Only part not
written by you
• Verifies credibility
• Ask for them!

16. 4. Recommendations
Skills
Endorsements

17. 5. Groups
• Create connections and discussions among
professionals with common interests
• Find one(s) appropriate for your niche and brand
• Participate! Build credibility, expertise
• Ask questions; answer questions; share articles
• Oct. 14 all groups become private

18. 6. Posts

19. 6. Posts
• Make a thoughtful post relevant to
your personal brand
• Quote, congratulations, infographic

20. 6. Posts
• Share an article and
add your own
comment

21. 6. Posts
Like, comment on or share someone else's’ post
• Support a customer/connection
• Endorse another thought leader
• Agree with industry ideas
• Show your insight

22. 7. Publishing

23. 7. Publishing
• Micro blog
• Vehicle to create content
quickly
• Share industry thoughts
• Showcase knowledge
• Possible wider audience
• Content is king!

24. Other
• Have as complete a profile as
possible – be an all star!
• Can rearrange your profile
• Add samples – video, audio,
documents and slide shows can
all be imported into your profile

25. Make your profile easy to find
• SEO (keywords)
• Claim vanity URL
• Put badge on web site (links
to profile)
• Include link in email
signature
• Print URL on business cards

26. 3 Rs of building your personal
brand on Linked In
• Respond: be timely
• Relate: share and participate
• Reciprocate: quid pro quo

27. Questions?