Published on March 6, 2014
HOW TO CREATE A GREAT LINKEDIN PROFILE: IMPRESS RECRUITERS & STRENGTHEN YOUR EXISTING BRAND MARK ANDERSEN MARCH 6, 2014
AGENDA • Create a great LinkedIn proﬁle that gets positive responses from recruiters and companies. • Strengthen • Exercise to ﬁnd out • Optimize • ("SEO") your proﬁle: keyword selection, natural use of keywords, connections, groups... Keyword part of exercise • Avoid • your personal branding: is your headline clearly communicating your brand? the cardinal sins of bad proﬁle writing such as "Keyword stufﬁng", cliches etc.: Review of proﬁle examples • Test changes in your proﬁle to increase your search results • Understand what the "Skills and Expertise Endorsements" feature means for your personal branding • What is it? How can it help or hurt your brand?
OUTCOMES • Understanding of how to create a great Linkedin proﬁle • Understanding key drivers of LinkedIn's algorithm • Feedback • Your on how your LinkedIn proﬁle is currently perceived most important keywords • Improved LinkedIn headline
HOW LINKEDIN HELPS MY CAREER • Personal • My Branding: executives / clients viewing my proﬁle... professional database • Last 2 VP of Marketing jobs I got: What resume? Only 20% on webinar have gotten a job/consulting project through LinkedIn, but that'll increase. • How to impress recruiters: Following slides
HOW EXECUTIVE RECRUITERS IDENTIFY CANDIDATES • They know what they're looking for based on the job requirements and company culture • Scan for possible candidates: they're a ﬁsherman & your proﬁle is the bait • Summary paragraph & clarity critical to break through. This is what separates the "A" players from the rest • Don't: add • Remember too much info, repeat useless facts, use jargon/cliches ("think outside the box" etc) to have to have your settings "open to receiving inMails" • The ideal proﬁle recruiters are looking for, but most don't have (a) Skill set that shows you have the relevant, excellent experience; (b) quality of the companies you've worked at; (c) history of success that communicates your personal achievement at your company; (d) progression of promotions in every company you've been at; (e) stability still matters • Search mechanics recruiters use: Keywords, Experience, Title, Education, Radius
KEY DRIVERS OF LINKEDIN'S ALGORITHM (STATE SECRET) • Complete your proﬁle!: • Headline with targeted keywords • Summary with targeted keywords • List all jobs & descriptions you've had with targeted keywords • Add a photo • Include your education, postal code, industry • 50 or more connections • At least 5 skills (up to 50) • LinkedIn rewards: • Networks of connected people • • Keyword-focused content: • • LinkedIn groups: Join Kellogg's, Northwestern's, afﬁnity groups... Value of a 1st level connection: your search lens Don't just list your previous titles--list content from those jobs
IMPORTANT DETAILS • Review • • "Skills • of keyword stufﬁng example: A bad idea; effect on personal branding & Expertise" section How to manage it • Importance • If of recommendations you're doing a job search: • Photos matter (beer) • Follow companies to see relevant jobs: "similar Jobs" • Using advanced search • Turn off "Activity Alerts" • Should you upgrade to Business account ($25/mo when paid monthly)? • 3 inMails (can purchase separately) • 15 introductions versus 5 with Basic • See full proﬁles of 3rd degree and group connections (not just 2nd degree) • More advanced search ﬁlters
"SEE HOW YOU STACK UP TO OTHER APPLICANTS": JOB SEEKER PREMIUM • "The percentage rank provided is an estimate based on assumptions about proﬁle info like experience & education, and how it likely relates to the posted job." • Applications • Who over time else is applying (anonymous) • Seniority...
CREATING YOUR CUSTOMIZED URL / RESOURCES & TOOLS • Create your customized url: • Include in your email signature & on business cards • http://help.linkedin.com/app/answers/detail/a_id/87 • Resources • Listen & tools: to Matthew Temple's webinars on Kellogg site: career resources section • http://talent.linkedin.com/blog/index.php/2013/07/how-to-create-an-effective-linkedin-proﬁle/ • Lnkd.in/jobsearchchecklist2013 • Lnkd.in/jobsearchblogpostpacket • CardMunch • SlideShare
HOW TO GET INTRODUCED TO RECRUITERS, HIRING MANAGERS & CLIENTS •4 steps to using LinkedIn for getting introduced for (a) business networking, (b) getting hired: • Create an excellent proﬁle achieving your goal. • Send out your invites to build as many connections as possible. • Create your short list of people you'd like to be introduced to. • Send out introduction requests. • To watch my video explaining these 4 Steps in greater detail go to: http://youtube.com/watch?v=wp6lusJtuRs
HEADLINE & KEYWORD EXERCISE: DO YOURSELF • What • Your is your headline goal? unique value proposition? • What's your credible "wow." Don't exaggerate or be shy. • What are the most important keywords I should be using naturally in my headline & throughout my proﬁle? • New headline:
GIVE PROFILE FEEDBACK TO OTHERS: EXERCISE • What do you think my proﬁle goal is (i.e., "ﬁnd a marketing job in a startup...", "branding for my company"...)? • What • How is my biggest area of expertise? would you describe my personal brand in 1 sentence? • Does my headline and summary clearly communicate what you think my brand is? • If not, why not?
WRAP-UP / Q&A • You should have a much better understanding now of how your proﬁle is perceived • You should know your next steps to creating a great proﬁle • Download ebook (free for next 24 hours): I Got the Job! 8 Steps to Get Hired: www.Amazon.com/author/markandersen • 1month free Job Seeker subscription from LinkedIn (only new subscribers are available): http://lnkd.in/jssfriendsandfamily2014 • Kellogg provides free coaching to alumni • MarkAndersen@CareerNav.com • Connect with me: linkedin.com/in/markdandersen • @MarkAndersen • Feedback for this workshop
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