SlideShare2012

Lynda.com2015

Microsoft2016

What we’ll discuss today

1. Objections

2. Sweet spots

3. Sections

4. Linking in

5. Bonus

Part 1

Objections

ObjectionLinkedIn is useful only when I’m looking for a job.

RealityIf you’re using LinkedIn only when you need a job, you could be letting your dream job pass you by.

“A friend wrote recently to thank me for helping his career.

Not having done a damn thing, as far as I could tell, to

advance this fellow’s professional life, I was pleased to

know he was referring to my insistence that he spruce up

his profile on LinkedIn, whether or not he wanted to find

a new job. As it turns out, a new job found him when a

recruiter viewed his profile on LinkedIn.”

—Adam Lashinsky

ObjectionI have a profile, but it hasn’t done much for me lately.

RealityGarbage in, garbage out.

Link in with someone

▲20%

Write asummary

▲15%

Add askill

▲15%

Join agroup

▲10%

Post anupdate

▲5%

http://www.linkedin.com/sales/ssi

http://www.linkedin.com/sales/ssi

http://linkedin.com/wvmx/profile/rankings

Part 2

Sweet spots

Brand yourself.

“Don’t ruin great messaging and positive interactions with

an outdated or sparse profile.”

—Emma Snider

Build your brand.

Research people.

Stay in touch with people.

The 2.0 Way to Follow-up: It’s Called“Social Networking” for a Reason

THE JONATHAN RICK GROUP

SectionsPart 3

Part 3.1

SectionsGroups

Part 3.2

SectionsCompany page

Part 3.3

SectionsNewsfeed

What content should you shareon LinkedIn?

Everyone Else“I’m one of the best marketers in the country.”

You“I’m one of the best marketers, of free-market think tanks, in the country.”

Part 3.4

SectionsYour profile

Part 3.4

SectionsYour profileURL

Everyone Elsehttp://linkedin.com/profile/view?id=6891050

Youhttp://linkedin.com/in/jrick

LinkedInlinkedin.com/in/jrick

Elsewheretwitter.com/jrick

facebook.com/jrick

slideshare.net/jrick

Part 3.4

SectionsYour profileHeadshot

A bit blurry.

A bit busy.

What’s with the frown?

Why’s your head cut off?

Smile!

Is this your mug shot, or your head shot?

No selfies, please.

Step into the sunlight, willya?

But avoid so much sun that it makes you squint.

The camera doesn’t bite.

Ease on the filter.

It’s called business casual, bro.

Drinks on me!

19 Reasons Your Headshot May Bean Epic Fail

MARKETING PROFS

Part 3.4

SectionsYour profileTitles

This one simple tweak will make your profile stand out.

“Headlines are value propositions, not job descriptions.

There’s no rule on LinkedIn that says you have to meekly

list your job title in your headline and that’s it. Grab

attention: let your prospects know how they’ll benefit

when they work with you.”

—Alaura Weaver

Job titleAssistant to the Presidentfor National Security Affairs

Career titleNational Security Advisor

Job titleManaging Partner,The Whitney Group

Career titleI help trade associations raise money.

Job titleBranch Manager,TD Ameritrade

Career titleFired up about helping investors find the right tools, resources and solutions that give them the confidence they need!

FragmentCreative Lobbyist

Washington Whisperer

SentenceI help Fortune 500 CEOs navigate and influence Washington.

You have a constitutionally guaranteed right to petition the government. I help you exercise it.

GeneralI’m a change agent who rolls upher sleeves to get things done.

I build and empower teams that specialize in delighting customers.

SpecificI know how to get your customers to love food as much as I do.

I help restaurants and retailers cultivate customer loyalty.

Part 3.4

SectionsYour profileExperience

The single best way to dazzlea recruiter.

ResponsibilityCoordinated press releases.

AccomplishmentCoordinated 8 artist press releases that contributed toan increase in annual salesby 14%

ResponsibilityMaintained a mailing list of customers.

AccomplishmentManaged a mailing list of12,000 customers, the art center’s largest ever.

ResponsibilityDesigned pamphlets.

AccomplishmentDesigned pamphlets that won over a difficult client.

How to transform your responsibilities into accomplishments.

If you’re in sales, did you

✓ increase the number of subscriptions, downloads, conversions,

members, users, prospects?

✓ generate repeat business?

✓ close more lucrative clients?

✓ implement a faster sales cycle?

✓ shrink the online checkout process from 3 pages to 1,

thus tripling conversions?

If you’re in operations, did you

✓ deliver projects consistently on time, on budget, within scope?

✓ develop templates for repeat forms, thus making the kick-off

process for new clients more efficient?

✓ reduce the number of complaints, escalations, support calls?

If you’re in management, did you

✓ lead annual internal workshops to sharpen writing skills across the

division?

✓ mentor junior staff to assume larger responsibilities?

✓ invest $5,000 to create an on-site test facility, thus saving

$17,000/year?

✓ bring a $10,000/month contract in-house?

One weird trick to make your first job (or internship) newly relevant.

Part 3.4

SectionsYour profileFormatting

Everyone Else• Managed $100K in ads for two

Commerce Depart-mentconferences, tripling the number of attendees

• Grew the S&T email list by 225%, e-newsletter click-through rate by 75%, and website traffic by 50%

• Led must-win new business proposals, winning contracts worth up to $6.5M

You• Managed $100K in ads for two

Commerce Depart-mentconferences, tripling the number of attendees

• Grew the S&T email list by 225%, e-newsletter click-through rate by 75%, and website traffic by 50%

• Led must-win new business proposals, winning contracts worth up to $6.5M

Everyone Else• Managed $100K in ads for two

Commerce Depart-mentconferences, tripling the number of attendees

• Grew the S&T email list by 225%, e-newsletter click-through rate by 75%, and website traffic by 50%

• Led must-win new business proposals, winning contractsworth up to $6.5M

You✓ Managed $100K in ads for two

Commerce Depart-mentconferences, tripling the number of attendees

✓ Grew the S&T email list by 225%, e-newsletter click-through rate by 75%, and website traffic by 50%

✓ Led must-win new business proposals, winning contractsworth up to $6.5M

Part 3.4

SectionsYour profilePromotions

Part 3.4

SectionsYour profileSummary

creative

interactive

effective

communicationskills

organizational

problemsolving

extensiveexperience

motivatedtrack

record

Part 3.4

SectionsYour profileCover photo

Part 3.4

SectionsYour profileEndorsements

“So, you call yourself a

social media expert?”

“Uh, yeah — I’ve been doing this

stuff for 10 years.”

“Then why don’t any of your

contacts endorse you for this

stuff?”

Part 3.4

SectionsYour profileRecommendations

Part 3.4

SectionsYour profileMultimedia

Part 3.4

SectionsYour profileProjects

Part 3.4

SectionsYour profileLayout

Linking inPart 4

Who’s viewed your profile?

“I noticed you recently viewed my profile on LinkedIn. (I

swear I’m not stalking you; LinkedIn alerts me whenever

this happens. :) What brought you by? Did I post

something interesting? Are you looking for

communications succor?”

—Jonathan Rick

“After you peeked at my profile, I peeked at yours. Our

field has so many pretenders, I seldom reach out to other

‘writers.’ But you’re the real deal. I’m impressed how

you’ve carved out a niche in writing about security. And I

see that you live in York, PA, which is not ‘too’ far from

Columbia, MD (where I work).”

—Paul Stregevsky

What’s the best way toconnect with someone?

The #1 mistake everyonemakes on LinkedIn.

“Treat an invitation like a miniature cover letter for a job.

Sell me on the idea that we should be connected to each

other, whether because of common values or interests, or

because you’d like to do business together. In other

words, edit the default message.”

—Ari Herzog

Who should you acceptfriend requests from?

I don’t know this guy. Connecting with someone implies I

approve of or endorse him.

Accepting too many requests diminishes the

value of my network.

✓ ✓ ✓

We attended the same school.

We worked for the same company.

We’re employed in the same field.

BonusPart 5

Part 5.1

BonusWebsite redirect

http://www.jasonsiegel.com

https://www.linkedin.com/in/jasonbsiegel/

Part 5.2

BonusSalary

http://www.linkedin.com/salary

Part 5.3

BonusRapportive

Part 5.4

BonusBacn

“If LinkedIn were a person, it would be

the guy who looks nice enough, but has

a tendency to pelt strangers with

business cards at happy hour.”

—Katie Rogers

Part 5.5

BonusContacting your contacts

From: Jonathan RickSubject: So, we’re connected on LinkedIn. Now what?

Have you ever wondered why you’ve been accumulating all those LinkedIn contacts over the years? Here’s one possible reason: so you can check in from time to time with these folk. Indeed, in a few cases, this email may be the first time we’re talking. :)

A quick refresher about me. I run a social media consultancy in Washington, DC, and teach business writing at the University of Maryland. I also offer a variety of communications workshops that are affordable, fun, and epiphany-engendering.

Now it’s your turn. When you get a chance, I’d love to know what’s keeping you busy these days? Any exciting projects slated for the fall?

I look forward to hearing from you. In the meantime, stay cool during the relentless humidity.

Part 5.6

BonusWant more?

The Ultimate List of LinkedIn Tips

HUBSPOT

The LinkedIn Privacy Settings MostPeople Don’t Know About

FORBES

http://www.linkedin.com/in/jrick