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Building a Positive On-line Personal Brand: Using LinkedIn, Blogs, and
other Social Media Tools
1 Confidential; Not for Distribution. February 6, 2015
Lauren Celano
CEO, Propel Careers [email protected]
MGH Graduate Student Division
December 4, 2014
LinkedIn: Top 3 Rules of the Game
Building your profile on LinkedIn
Highlighting your background and experiences
Developing thought leadership using Blogs, and Twitter
LinkedIn as a tool during your job search
Outline
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You control your Brand
You decide what to highlight
Customize your information for your preferred career path
i.e. if you want to do research, highlight your research and technical details
If you don’t want to do bench research, then highlight the big picture of your research and also your transferable skills
You Create your Brand
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However, this is not just for filling jobs… Networking event follow-up
Informational Interviews
Keeping in touch
Searching for types of roles and companies to gain insight
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> 30% of jobs are filled using LinkedIn
Rule # 1
Building your On-line Network
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Quality over Quantity!!!
Building your On-line Network
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Classmates
Lab mates
Former colleagues
Friends
Mentors
Alumni Organizations
Organizations that you are a part of
Connections of your LinkedIn connections
Individuals you meet or who speak at events
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Building Connections – Personal Network
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Invitations – accepting people
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You can reply to an invitation and not accept the invitation
Rule # 2
Building your On-line Network
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Personalize your Message!
Connecting on LinkedIn
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Personalize connecting on LinkedIn
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Rule # 3
Building your On-line Network
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Follow-up after networking
Building your On-line Network
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Follow up shortly after the event (1-3 days)
Title of email – DO NOT JUST USE “Hello” or “Nice to Meet You”
Be descriptive and succinct
Mention where you met them (imp with LinkedIn)
Mention follow up items (if any)
Include your contact details in the follow up email
Phone and Email
Follow Up Email/ LinkedIn Request
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Follow up Email
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Building Your Profile
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Build out your Profile
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VS
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Build out your Profile
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Your Picture
Remember – your Brand Matters! what are you trying to convey?
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Customize your Profile
Your Title can be Edited –
Life Science professional cultivating future leaders
Passionate entrepreneur developing careers
Etc…
Location and Industry can be tailored also
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Summary Section
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Current Ph.D. student with a background in neuroscience and oncology. Research studies pathways involved in the formation of glioblastomas to try to identify ways to inhibit the pathways with small molecule therapeutics. Proficient in cell biology and biochemistry techniques as well as in vivo (mouse) models. Successfully collaborated with two companies and three academic labs. I am very passionate about applying my skills to the development of novel therapeutics for cancer treatment.
Additional Details
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You could add the following to the Summary:
Anticipated completion time
Preferred location (s)
Preferred role(s) (e.g. bench research, consulting, etc)
Preferred type of organization(s) (e.g. small biotech, non-profit, pharma, etc)
Specific techniques
Relevant non-technical information (coursework, internships, etc)
Email address
Resume
Greencard / Citizen Status
LinkedIn Search Feature
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Building Your LinkedIn Profile
Use resume details to build your profile
Your profile should be similar to your resume
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Adding Experiences
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Experience Section
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Details you can Add
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Additional Details to Add
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Compare LinkedIn Profiles
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Evaluate profiles for people in your desired role to help build your profile
Are they similar or different to you?
How are they describing their skills / experiences
Do you have similar skills?
Do you need to build skills?
Advanced Search Feature
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Advanced Feature Tab
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Leveraging Information
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Who has viewed your Profile
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Profile Rank
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Building Thought Leadership
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Updating Connections - LinkedIn Status Bar
You can decide who to share this with
Public
Public and twitter
Only your connections
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Using the LinkedIn Status Bar
You can share updates such as: Upcoming presentations
Published papers
Awards
Attendance at a conference
Meetings you are organizing
Mention relevant articles
Etc…
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Build awareness among your contacts regarding what you are doing
Join Relevant Groups
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Comment on Relevant Group Discussions
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A Few Additional Features to be Aware Of
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Privacy Settings
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Privacy Settings on LinkedIn
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Click on your picture
Click on Privacy settings
Click “Turn off activity
broadcasts”.
If not, your network gets notified each
time something changes.
Click on again click when you
are done updating
What people see when you view their profile
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Naming your Profile Link
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You Choose what is Visible
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Communications Tab
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Groups, Companies, and Applications
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Other Options to Build your Brand
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Can provide thought leadership
You can Tweet about topics of interest to you
You can follow companies / people you are interested in
Can allow you to “know” what is happening in real time
Sometimes companies post jobs / networking events via Twitter
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Perhaps create two accounts:
Professional Personal
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Do not have a silly Facebook profile photo
Be careful of being tagged in pictures
Pay attention to your activities and interests – ensure they do not say things are not professional
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Check your gmail or hotmail photo (if you have one associated with your account)
Make sure it’s professional
Ensure your personal email address is professional – i.e. [email protected]
Email Considerations
53 Confidential; Not for Distribution. February 6, 2015
Company Reference Checks
Many companies check LinkedIn, Twitter and Facebook to see if you have a professional brand before they decide to interview you.
What does your brand convey?
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Blogging to Develop Thought Leadership
Wordpress is a common blogging tool
“Professional” Blogs can cover topics such as: Disease area – i.e. oncology
Functional area – i.e. Regulatory
Sector – i.e. small biotech or oncology biotech
Conference – i.e. AACR
Investment trends
Personal Blog could cover topics such as: Travel, food, hobby, charities you are involved with
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Blog Example
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http://lifescivc.com/
Contribute to a Blog
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How does HR use LinkedIn
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HR Searches …
Company Recruitment
Database
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LinkedIn Recruiters Referrals Internal and
external
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LinkedIn Search Feature
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InMail Feature in LinkedIn
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If a recruiter from a company emails you through LinkedIn and if you are interested in the role, email them
This way, you can be on their “radar”
If you are not interested, let them know what you are interested in, so they can keep you in mind for future roles
InMail Feature Tips
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You control your Brand
Develop a profile that is professional
Highlight your skills and experiences so that others can see them
Utilize tools to develop your thought leadership and presence in your area of expertise
In Summary
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Contact Details: Connect with Propel
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Full time jobs and
Internships
Coaching:
Resume, LinkedIn, Job
Search, etc
Newsletter Networking
Events
Lauren Celano
Founder and CEO
Propel Careers
cell: 215-370-2285
email: [email protected]
Twitter: @Propel_Careers
Facebook: Propel Careers
LinkedIn: Propel Careers
Web: www.propelcareers.com
