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I gave this presentation to people who attended the Portland State University's Center for Executive and Professional Education workshop last week. It was as fun and educational for me as (I hope) it was for those in attendance.
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Cra$ing an Effec-ve LinkedIn Profile
and other cri-cal techniques for being a great job candidate online
Our Agenda
• How recruiters search for people online • Prac-cal -ps for cra$ing your career profile:
• Cra$ing a resume to be read best by a machine • Crea-ng your personal brand online
– Top five ac-ons to take on LinkedIn – Top ten phrases to avoid on LinkedIn – Minding the edges of social media
HOW RECRUITING HAS SHIFTED Well-‐armed is well-‐aimed
So$ware: the new invasive species
Since 2008 there has been substan-ve change in recrui-ng… yet not.
“Direct personal contact with real people is to be the most successful way to find new employment.” “Younger people some-mes expect to solve the whole thing online, and this some-mes works, but real people reaching out to real people always proves to be the best way.”
Source: 2012 Right Management Survey
Social recrui-ng: the new norm BENEFITS
REVIEW SOCIAL PROFILES?
Source: Jobvite 2012 social recrui;ng survey
LinkedIn’s business focus: HR tools, training job recruiters
Learning about LinkedIn from LinkedIn
Great resource!
What can we glean from LinkedIn’s advice to recruiters?
Check out Talent Pools
Source: Slideshare LinkedIn Talent Pools
Consumer Goods Marke<ng Professionals Talent Pool Report
Ques-ons so far?
How can we take what we know about the HR recrui;ng process and apply it to our job quests?
“PASSIVE” JOB SEEKERS PREFERRED For recrui-ng professionals…
As jobs become more compe--ve:
Source: Jobvite 2012 social recrui;ng survey
60% employees are considered “passive” candidates by HR
Source: 2010 Adler Group, LinkedIn Recruitment Team
~70% of ac;ve job seekers have <5 years experience
Source: 2010 Adler Group, LinkedIn Recruitment Team
As we get more established in our careers we tend to look more “passive”
Source: 2010 Adler Group, LinkedIn Recruitment Team
Job sa-sfac-on is generally higher in more “passive” employees
Source: 2010 Adler Group, LinkedIn Recruitment Team
What if you’ve not worked in awhile?
• Over 70% of hiring managers surveyed by LinkedIn said they considered volunteer work as legi-mate work experience
• Show your enthusiasm, exper-se, energy through your photo, your recommenda-ons and your regular status updates on LinkedIn
KEYWORDS ARE YOUR NEW BEST FRIENDS
First, you have to be found…
Machines are… well, machines
• Keywords are cri-cal: – In your resume – In your profile, headline and content on LinkedIn
• Keywords should match your ‘perfect job’ – Always choose keywords based on fact – But make allowances for other job possibili-es
Anatomy of a resume to a machine
What’s ‘seen’ by machines
How will you re-‐cra$ your resume?
Embrace simplicity, avoid buzzwords
AND A VERY IMPORTANT SETTING Five most important things to do to improve your LinkedIn profile
Sekngs: Your LinkedIn Publicity / Privacy Hub
Choose your broadcasts carefully
#1: Walk through ‘Improve your profile’
#2: Beef up your headline
#3: Claim your name
This is your professional brand…
#4: Select your best photo
Your photo is cri-cal to your profile – “You’re seven <mes more likely to have your profile viewed if you
have one. Like a house that’s on sale, the assump-on is that if there’s no photo, something’s wrong.”
– HSN Beauty found that, when paging through LinkedIn profiles, 19% of recruiters look only at your profile picture. • And they’re looking for your energy, more than anything…
– “No dog, no husband, no baby!” Your photo is meant to show you at your professional—not personal—best.
Source: Forbes 8 Mistakes You Should Never Make on LinkedIn
Which is the best/worst profile photo?
Source: newsle.com
#5: Scru-nize your public profile
Don’t like who shows up on your public profile?
#6: Use job descrip-ons for good keywords
• Based on this job descrip-on, you might use: – Public rela-ons – Media rela-ons – Corporate communica-ons
strategy – Worked with execu-ve team – Built internal
communica-ons campaigns – Developed external
communica-ons strategy – Internal communica-ons
strategy – Implements communica-on
tools
Then check your endorsements: How would you measure up as a
candidate?
Use first person “I managed… I drove…” as you write your profile
• Sprinkle your profile with appropriate keywords – Don’t forget it’s how you’ll be found
• Use numeric examples – Increased leads by 1150% y/y
• Show your style – sparingly, but show it – This is your first impression, let your personality shine through
• Break up long paragraphs with bullets – People have very short aten-on spans – Some folks prefer to scan for content – don’t make anyone work too
hard • NEVER claim exper-se or experience that you can’t back up
with facts
Top 10 phrases to avoid on LinkedIn
1. Crea-ve 2. Organiza-onal 3. Effec-ve 4. Mo-vated 5. Extensive exper-se • Bonus! – Social Media Expert
6. Track Record 7. Innova-ve 8. Responsible 9. Analy-cal 10. Problem solving
Show… don’t tell
How do you feel so far?
Have you gathered an ac;on plan for your profile at this point?
Cura-ng endorsements, recommenda-ons
• Todd Wasserman, marke-ng editor for digital newsblog Mashable, calls endorsements a Facebook “Like” for business skills
• Recommenda-ons are a whole new level of engagement – a comment instead of a “Like”
Endorsements should tell YOUR story
• You don’t automa-cally have to accept every endorsement – Especially true when you’re endorsed for "skills and exper-se" that aren’t on your LinkedIn profile
– Those you may not be interested in developing on your next job
• Accept only those that bring you alive
• My bad!
How to hide an endorsement
• Go to Edit Profile • Scroll to in the Skills and
Exper;se sec-on of your LinkedIn profile
• Find the skill and uncheck the box(es) for endorsements you want to hide
• Between 12-‐15 skills are recommended
If you ask for a recommenda-on, give one back!
• It’s fine to ask for writen recommenda-ons – AZer you’ve been connected for awhile – When the person you’re asking knows you
• It’s best to dra$ up a proposed recommenda-on with the request – PR people make up quotes for approval all the -me – It saves your prospec-ve recommender valuable -me
• Offer a recommenda-on in return – It’s very poor form not to offer or return the favor – This is a personal gripe (it happens to me all the -me)
It takes at least 50 connec;ons: Always customize your connec-on requests
People love helping people
Ask your trusted connec;ons for help in rounding out your profile, offer your help back
EXAMPLES OF SCINTILLATING PROFILES
In case of inspira-on!
LinkedIn Profile Examples
Source: rocktheworldbook.com
Easy to read Scannable, with links for reference Side interests round out the person
Easy to read Promo-onal – you can tell he’s in sales Presents credibility in awards, etc.
Easy to read Quan-fies chops with links Shows a sense of humor
Con-nues with brilliant example of keywords in the profile!
MINDING THE EDGES Don’t let the rest of your social profiles pull you down
Google yourself once in awhile
Since I last gave this presenta-on
Your photos and tone are important
• Many recruiters will review your social profiles – Most hiring managers (and poten-al employees) will absolutely look you up
REVIEW SOCIAL PROFILES?
Brand yourself appropriately • Tweet about your passions,
your interests, your areas of job growth
• ReTweet smart content • Review your pages regularly
• Google+ is growing in importance for search results and authen-ca-on
Facebook: when in doubt, don’t
Period.
When in doubt… don’t
Ready to kick your profile into gear?
Thank you! @janetleejohnson
LinkedIn.com/in/janetleejohnson
Addi-onal Resources • htp://mashable.com/2013/04/13/linkedin-‐profile-‐-ps/ • htp://www.rocktheworldbook.com/extras/contest • htp://www.wired.com/business/2013/04/the-‐real-‐reason-‐
you-‐should-‐care-‐about-‐linkedin/ • htp://topdogsocialmedia.com/linkedin-‐marke-ng-‐
infographic/
