Live Webcast: How Millennials Are Building Their Personal Brand on LinkedIn

THE

August 16, 2016, 11am PST / 2pm EST

PLAYBOOK

How Millennials are Building TheirPersonal Brand on LinkedIn

THE MILLENNIAL PLAYBOOK

Alex Rynne Associate Content Marketing ManagerLinkedIn

Katherine LiscianiFounder & Marketing Strategy ConsultantMillennovation® Media

What We’ll Cover

A millennial’s influence

1Millennials taking on the workforce by storm

How millennials build their personal brands on LinkedIn

Hear from a top millennial marketer: How Katherine built her personal brand

#MarketingProbz Q&A

2 3

4 5 6

“We are not a generation of suits and ties, but rather creators and entrepreneurs.”

PAGE WILLIAMS

Senior Manager, Member Marketing & Communications, Social Media, LinkedIn

millennialsin the world

2 billionin annual

purchasing power

$1 trillionsearches with the

keyword “millennial”

16 millionarticles written about

millennials

43,764

The Influence of Millennials


Millennials make up 38% of LinkedIn’s global user base.

38%

11 million+ global millennial decision

makers— about 12% of total millennials —are on LinkedIn.

12% 30%

2 million+ millennials on LinkedIn hold marketing

roles. About 30% of them are decision makers.

677,000 millennial marketing decision makers

are on LinkedIn.

The Influence of Millennials on LinkedIn

As of early 2016, there are 87 million Millennials on LinkedIn globally.


By 2020, millennials will make up 50% of

the workforce.

SA LESPE RSON SOFT WAREDEVE LOPE R

ADM INIST RATIVEEMPLOYE E

MARKETI NGSPE CIA LIS T

ST UD ENT /INTE RN

PROJE CTMANAGE R

CONSULTANT RESEA RCH /GRADU ATEASSIS TANT

BUSI NESSOW NER

UN IVE RSIT YPROFESSO R /

LECTUR ER

ACC OUN TANT

2,733,905

1,949,755

1,580,712

1,210,1691,156,593

960,227931,767

902,125 817,699 810,178 806,177

Occupations of Millennials on LinkedIn


Advancement Opportunities

67%

Better Pay

60%

Challenging Work

51%

What Millennials Want in a Job


What Millennials Want in a Job

Millennials extensively research companies online

When it comes to compensation, they don’t settle.

The job hunt is different for millennial men and women.

1 2 3


“Becoming known as a thought leader shouldn’t be your goal. It’s just the icing on the cake of creating something truly innovative. When you’re willing to take risks and do things that are unconventional, you’ll find others in your industry looking to mimic you and learn from you, and eventually you may earn the respect that labels you a thought leader.”

LAUREN HOCKENSON

Content Marketing Associate, Checkr

Optimize your LinkedIn profile.

Publish on LinkedIn. Create a LinkedIn SlideShare account.

Make meaningful connections

Customize your feed by following those who matter most.

1 2 3

54

How Millennials are Building Their Personal Brand on LinkedIn


Authenticity is key Be consistent. Continuously add value1 2 3

Personal Branding Ground Rules


Create a distinctive LinkedIn pro le headline.

Add a professional profile picture.

Make your LinkedIn background photo work for you.

Customize your LinkedIn URL, and share it everywhere.

Tell your story through your summary and experience.

Optimize Your LinkedIn Profile

Keep your network fresh and active

Strengthen your global connections.

Know more about people you’ve met or are about to meet.

Make Meaningful Connections on LinkedIn


“Your personal brand is your responsibility. Never before has there been more of an opportunity to use technology, social media, and common sense to tell your professional story, stand up, and stand out in an increasingly crowded digital space.”

MEL CARSON

Founder, CEO & Principal Strategy Consultant at Delightful Communications

Publishing on LinkedIn

30% 45%

Millennials represent 30% of all long-form publishers on LinkedIn

of readers on LinkedIn are in the upper ranks of their industries

Write about what you know best—whether that’s your professional expertise or experience, industry trends, or lessons learned.

I N S I D E R T I P


Marketing Social Media

Recruiting Employee Engagement

Recruiters Self-Esteem

European Union

Integrated Marketing

Venture Capital

Marketing Lean Manufacturing

What Content Millennials Engage with on LinkedIn

Tap on the control menu in the top right corner of any update in your feed.1 Then tap on the option that says “Improve your Experience.”2You’ll get to choose from personalized recommendations of people,

publishers and topics to follow, tailored to you based on your LinkedIn profile.

3 When you see an update from a connection that you don’t need in your feed, tap on the control menu in the top right corner.

4 Then, tap on the option that says “Unfollow [connection name].”5

Customize Your Feed by Following Who Matters Most


Customize Your Feed by Following Who Matters Most

TOP 10 INFLUENCERS ON LINKEDIN IN 2015


monthlyvisitors

70 million

monthly new content pieces

400,000

people visitLinkedIn SlideShare

7 million

SlideSharesto LinkedIn

20 millionof traffic comes from organic search

80%

Create a LinkedIn SlideShare account


“I built a personal brand to blend in with the crowd”... said no one ever.

The purpose of your personal brand is not to blend in.

It is to STAND OUT.

Identify what unique view of the world you are

experiencing RIGHT NOW. Capitalize on it to

show others the value your unique perspective

can bring to the table.


The 4 C’s of Personal Brand Building

Seeding Your Network with Unique, Purposeful, and Personal Content

CURIOSITY

COMMUNITY CONTRIBUTE

CONSISTENCY


Start with a Genuine Curiosity and Willingness to Learn.

“ ... all of your actions on LinkedIn should be focused on building and solidifying unique connections with those in, or adjacent to, your network.”

KATHERINE LISCIANI

Founder and Full-stack Marketer,Millennovation® Media

Identify your industry “heroes”


Jason MillerGlobal Content Marketing Leader at LinkedIn

Robert RoseChief Strategy

Advisor at Content Marketing Institute

Leverage Content to Share Exactly Where You are in Your Journey Right Now


Show your heroes, and the world, that you are authentic, trustworthy, and reliable by continuously contributing to conversation, sharing honestly about your experiences and personal journey, and by demonstrating the determination with which you continue to chase your craft.

Watch the #MarketingProbz video

Visit theMillennial Minute blog

https://business.linkedin.com/marketing-solutions/blog/content-marketing-webcasts/2016/the-cornerstone-to-building-your-personal-brand-

https://youtu.be/l4CFauGBPmM

Questions?


MARKET TO WHO MATTERS

For the first time in the history of media, you can reach the world’s professionals-all in one place. More than 433M people worldwide gather on LinkedIn to stay connected and informed, advance their careers, and work smarter. Together they comprise the largest global community of business professionals. These are the decision-makers, influencers, and the leaders of today and tomorrow-precisely the people you want to target.

For more information, visit marketing.linkedin.com.

http://marketing.linkedin.com/

http://marketing.linkedin.com/

Career

Live Webcast: How Millennials Are Building Their Personal Brand on LinkedIn