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LinkedIn How to Present Yourself & Promote
Your Professional Brand
Career Development Centre 2015 - 2016
Purpose of Today’s Session • Recognize the key components of a strong LinkedIn profile
• Understand how to effectively present and distinguish your skills online
• Know how to use LinkedIn as a networking and job search tool
• Understand how to effectively use LinkedIn for career research
• Be aware of additional social networking resources available through the Career Centre
Why Bother?
2015 research by CareerBuilder • 49% of hiring managers use social media to research job
applicants (an additional 12% plan to start)
• 57% of hiring managers reported not hiring or hesitating to hire a candidate because of something negative
• 32% of hiring managers reported finding something positive that led to a job offer
Where to Start? Evaluate your Online Presence
Google yourself! • Is what you found helpful to your professional image? • Will the information support or contradict your resumé and
interview claims? • If you found nothing, is that really helpful to your professional
reputation?
What’s Next?
Take Charge of your Social Media Strategy – Create a LinkedIn profile! • Support and Expand on your Resume Claims • Define your Professional Brand • Tell your Story • Use Industry Keywords
Perception and Differentiation
• What are your skills and values? • What are your strengths? • What makes you unique? • What descriptors are you using? • What are your goals? • How can you add value for an organization?
What is your Brand?
Your student status/job/employer is NOT your brand!
What makes
you stand out?
Creating a LinkedIn Profile
Goals • Familiarize yourself with industry language • Evaluate how to make good use of this
language (keywords) in your profile • Differentiate yourself – what makes you
different from classmates? • Think about what someone would input
when searching on LinkedIn
• Include an appropriate Photo
• Write a creative and engaging Headline
• Create a compelling Summary
• Include industry Keywords
• Add your Skills, Experience, Education & Certifications • Establish and maintain your Network
Keys to a Strong Profile
Use an Appropriate Photo
Who do you want to connect with? • Only you (no other body parts, people, or pets) • Match industry tone – how do you want to be seen? • No selfies, please • Don’t forget to SMILE!
Providing Powerful Career & Social Media Strategies to Individuals and Organizations | BA in Communications
Financial Analyst | Accounting Professional | Working towards CPA | Internet Entrepreneur
MBA Candidate Seeking Management Consulting Role – strategy, operations, growth. Greater Toronto Area.
BBA Student | Emerging public relations practitioner with interests in social media and brand management
Psychology Graduate, Specializing in Survey Design. Interested in Market Research and Analysis
Write a Creative & Engaging Headline
Create a Compelling Summary
Tell your story • Who you are, what you’ve done, where you want to go next • Use first person • Contextualize education, training, experience to show the
reader what’s next in your career • Consider including a specialties/skills list • Don’t forget: Think about who you’re writing for and tell them
what they should do after reading your profile
Sample Summary I am a recent graduate of Communication Studies at Wilfrid Laurier University, where I was also a member of the Women’s Varsity Basketball Team. This fall I will be starting a Post-Graduate Certificate in Sport and Event Marketing at George Brown College.
As a student athlete, I developed strong time management, organization and multi-tasking skills, which allowed me to be a high-performing athlete while achieving the dean’s honour roll every year. I’m a dedicated team player with strength in motivating others. I’ve got the drive to win, and have the ability to set goals and continually achieve them.
During my undergraduate degree, I successfully developed and executed marketing strategies to fundraise for team travel – we not only met our goal, but exceeded it, resulting in a new travel scholarship! My current goal is to further establish myself in the sports industry as a marketing professional.
Fundraising • Event Planning • Social Media Strategy • Marketing • Promotion
Sample Summary I’ve always been intrigued by clever marketing campaigns and consumer behaviour. Currently I am completing a semester abroad in England, where I’m studying global business and marketing. Back home, I am pursuing a Bachelor of Business Administration at Wilfrid Laurier University.
My interests in human behaviour and social culture have led me to complete a Psychology minor to complement my business and marketing studies. After graduation, I plan on connecting my new knowledge in marketing and psychology to better understand and predict consumer behaviour and marketing trends in the fields of advertising and marketing for a multinational corporation. I hope to connect with colleagues and other professionals who share a strong interest in Marketing, Consumer Behaviour, Consumer Insights, and Market Strategy.
Specialties: Marketing | Advertising | Social Media Strategy | Sales | Market Research | Public Speaking | Project Management | Communication
Add your Experiences, Skills, Education & Training
• Support and expand on your resumé, but don’t repeat – Create connection or relevance; speak to transferable skills – Use accomplishment-based statements with keywords – Consider adding files, links, media, etc.
• Headline awareness – Default to current title
• Add industry-relevant Skills – Searchable terms (use keywords)
• Add Education & Certifications – Consider LinkedIn’s suggestions when describing Education
Consider LinkedIn’s Advice
• Sections are suggested • Consider how you
organize sections (what will intrigue readers, what about your background do you want readers to engage with first?)
• Start with whom you know – but NOT by inviting your address book to connect
• Always customize Invitations − Phone awareness
• Connecting standards vary - be strategic • Not a one time project
Establish your Network
Further Your Connections: The Alumni Tool
• Where they work • What they do • What they studied • What they’re skilled at • Where they live • Connection level
Join and participate in Professional/Interest Groups • Join up to 50
– Strategic visibility – Look for active members/discussions
• Learn, connect and raise your profile – Ask questions, make comments, share experiences, talk about
issues, recommend connections • Customize your digest
– Receive emails daily, weekly or not at all
Building your Network: Explore Groups
Options: Get Introduced, Connect • Click connect only when on
their profile (otherwise, the generic LinkedIn connect message will be sent)
• InMail available with paid subscription (not recommended)
• Get introduced (depends on connection level & quality)
Options: Connect via Shared Groups • Do you have groups in common?
– Can communicate with group members
Shared Groups: Search Members • Click on Shared Group • Click on ‘Search’ • Click ‘Members’ • Search Name • Click ‘Send Message’ • Can’t see their full name?
Google what you know and you’ll likely get results
Further Your Network • Follow companies and professionals • Maintain your account
− Adjust for optimal results − Try different approaches
• Actively post and participate − Links, articles, comment and like − Consider publishing
• Monitor your online presence
Your Public Profile & URL
• Select what level of information the public can see
• Personalize your
URL
LinkedIn Resources
• LinkedIn for Students http://students.linkedin.com • LinkedIn Blog http://blog.linkedin.com • Follow LinkedIn on LinkedIn • YouTube channel
http://www.youtube.com/user/LinkedIn
Career Resources
• Book an individual appointment at x 4495 • Drop-in hours, Monday through Thursday, 1 – 3 p.m.
for quick questions • Visit wlu.ca/career to access - Career Workshops - Employment Guidebooks - Schedule of Career and Employer Events
Connect with us! www.wlu.ca/career Waterloo Brantford 192 King St. N SC Johnson Building, Room 112 519.884.0710 x 4495 519.756.8228 x 5726 careercentre@wlu.ca careerbrantford@wlu.ca facebook.com/lauriercareercentre Laurier Brantford Career Centre @WLUCareerCentre @careerbrantford Laurier Career Centre Group
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