GSK 2014

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Brand Matters:Mobilize Your Brand Ambassadors on LinkedInShira AppellCustomer Education ConsultantLinkedIn

As a recruiter today we all know how important it is to build trust and awareness of your company's talent brand. It is critical to have the employees within your organization spread the word about what inspires them to come into work each day for your company.

LinkedIn provides prime real estate for you and your colleagues to tell your story!

Also its really important for you to be aware that your colleagues and hiring managers (and their networks) should be a huge asset to you and your companies ability to identify and recruit the best talent

In todays presentation we are going to teach you how to build out your LinkedIn profile in a way that makes you a true brand ambassador of your company. You will be given all the content we go over today with the intention that you can then present this information to your teams and help evangelize the message.

Before we start I want to2

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Members400M

Members per second>2 New

Monthly unique visitors97MGrowing global network

Before we dive right in to how you are going to build out your profile or as we mentioned earlier.your Real Estate on LinkedIn I think it is critical to note just how big the LinkedIn ecosystem is.3

What is the #1 Activity on LinkedIn?Viewing Other Peoples Profiles

LinkedIn is a professional ecosystem not just a job board. In fact, what do you think the #1 activity on LinkedIn is?

Yes its viewing profiles!

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You are your Companys Best Brand Ambassador

A person is 3X more likely to trust a post from a companys employee than from the company itself.Source: Edelman Trust Barometer

LinkedIn members are constantly checking out your profiles and the profiles of your colleagues and hiring managers. Its important to remind them of this so they realize why its so important to make a strong first impression you are all brand ambassadors for your organizations and have a huge influence on how the network views the potential opportunity to build a career there

When building a talent brand that inspires candidates to want to join and employees to want to stay, Trust is critical. The best people to convey that message is the people living and breathing it everyday, your employees. In fact, a person is 3X more likely to trust a post from a companys employee than from the company itself. This is why the role each of you play is so important. (Source: Edelman Trust Barometer )

In order to build trust and expand your brand reach, your employees must have a presence and built out profiles on LinkedIn.

1. Step 1 is having a Presence: That is where your job comes in. Ensuring that your colleagues and hiring managers are on LinkedIn. If they arent on LinkedInyour company is not only missing out on vital netwrok connections but also potential talent will get their first impression from the info that isnt there rather than the information that is2. Think about how you make decisions. How do you decide who or what to trust or who looks like a good candidate or prospect?

Are you surprised by this? Think about the last post you read? Did you trust it more from the company marketing department or from an employee speaking from personal experience?

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How do you handle objections to being on LinkedIn?Set a clear OBJECTIVE with your audience

YOUR GOAL: Ensure your business partners understand EVP and the key role they play in representing your company with their presence on LinkedIn.

WIIFM?

Provide clear GUIDELINES about your company policies

Provide tangible TAKEAWAYS & NEXT STEPS

REPETITION, REPETITION, REPETITION!

We have just gone over why this session content is valuable and of interest to you my audience on todays call. That said, when you sit with a business partner or hiring manager its important you do the same and set a clear objective. This is one way to handle objections before you get them.

I want to pause and ask, what are the typical objections you get when mentioning LinkedIn to a hiring manager or partner? How do you respond?

Here are some great ways that help you when handling objections.

1. Set a clear objective with your audience: Your mission is to ensure that hiring managers have a crystal clear understanding of the company employee value proposition and feel confident in their ability to serve as talent ambassadors through LinkedIn. Your key message is that your hiring managers play a key role in representing your company, and have a unique opportunity to do so with their professional presence on LinkedIn. 2. WIIFM?Understand the audience, and relate your content back to them. Be able to answer the question, Whats in it for me? for your hiring manager and for your audience. State this upfront before they need to ask. 3. Provide clear guidelines about your company policiesEnsure participants have access to any resources or guidelines outlining your companys social media policies. During the session, ensure that all the fundamentals of your policy are covered and that participants feel confident that they can tell their story on LinkedIn. 4. Give them tangible takeaways at the end ask them what they learned and what they plan to do with this information and by when? Keep them accountable!5. REPETITION - Recognize for yourself that you will have to repeat yourself, a lot. Accept it and then take ownership for the amazing role you will play if you get your partners on board.

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7LinkedIn helps its membersCONNECT

STAY INFORMED

Today we are going to talk about how leverage LinkedIn to connect and build a strong brand, and to stay informed and engaged with your network. 7

8connectwith your professional world

Lets start by focusing on how to Connect with your professional world using LinkedIn. 8

Develop your networkYour Network is Bigger Than You ThinkConnect with alumni, current & past colleagues, and People You May Know

Neighbor

Boss from your last company

Cousin who works at XYZ Company

It starts with you developing your network. Your Network is Bigger Than You Think, this may require thinking outside of the box to map your network and identify those in your life who can make an impact on your life moving forward.

Im sure you all actively grow and leverage your networks right? Do you encourage your colleagues and hiring managers to do the same? Its in everyone best interests to do so as they likely know great talent who would be a great fit for vacant roles so encouraging them to make those connections on LinkedIn can be a massive help and boost to you with your recruiting efforts9

Send personalized invitations with context10Grow your network

Start at the profile to ensure you have the option to create a personal message.

Connect with a call to action for the person you are reaching out to. Keep you audience and goal in mind.

Best practice is to personalize your invitation. Its ok to connect with people you dont know but make sure they know why you are connecting and emphasize whats in it for them. 10

Build a great profile11

While growing and connecting with your professional world, its very important you put thought into building a great profile on LinkedIn and giving the best first impression for yourself and for your company.

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Add a professional photo

1More views with a profile photo than without14xSource: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing

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Select a photo that represents you professionally. This helps humanize your profile and makes you more approachable. You dont have to enlist the help of a professional photographer ensure youre dressed professionally and alone in the shot and you can even take a photo with the help of a colleague. 12

Write an attention-grabbing headline

2Explain what it is you doShow your passion and value

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Your profile is the front page of your story. The headline is a great way to show your value and passion in one quick line. Especially today when more than 50% of people are looking at your profile on a mobile phone with only a couple of inches to make an impact. You want to inspire the viewer to read more.13

Draft a compelling summary

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14Focus on career accomplishments and aspirationsRecommend 40 words or moreInject your personality to connect with your audienceInclude keywords not buzzwords

Adding a summary of 40 words or more makes your profile more likely to turn up in a future employers search. A good tip is to ensure your summary includes keywords featured in desirable job descriptions for your field.

Its easy to forget this is still a social network, so make sure you inject pieces of your personality so that you can really connect with your audience, remember this is not just a static resume.

Describe your experience and tell the world why you work in your chosen career. Avoid buzzwords (examples: strategic, team player, creative) and focus on your career accomplishments.

When talking to colleagues or HMs stress the fact that the summary is one of the 1st parts of the profile which is viewed when looking at a profile and has a huge influence on how you and your organisation is viewed by the wider network14

Detail your past work experience

4More profile views than those without12xSource: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing

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Its essential to list all past experience, keep in mind that you should list most relevant jobs and detail keywords associated with each role. Remember this should not look identical to your resume pick out what would be important for someone to learn about you if they looked at your profile. Your profile is 12 times more likely to be viewed if you have more than one position listed. 15

5Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+EditingAdd examples of your work in photos presentations & videosGive a dynamic, visually appealing representation of your professional story

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Illustrate your unique professional story and achievements by adding visuals such pictures, compelling videos, links to news stories and innovative presentations to your experience section. Again, give them a reason to scroll and continue to interact with your profile. Show rather than just tell about the work you have done.16

Add skills and get endorsed for them

6Include a mix of high level and niche skills

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Add skills The optimal number is unique to each person. Include a mix of high level and niche skills and be specific.Get Endorsements -Add skills that your connections can endorse you for and recognize those youve worked with on their professional skills. There are over 3 billion endorsements given to date on LinkedIn.Remember, you can always manage what skills show on your profile or who has endorsed you. 17

Include Volunteer Experiences & Causes

7More profile views than those without6xSource: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing

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Adding causes and volunteer experience is a great way to round out your professional identity. Almost half of all hiring managers say they view volunteer experience as equivalent to formal work experience.

People with volunteer experiences and causes listed on their profile give another reason to connect. These people actually see 6X more views to their profile than those who have not filled in this section.

Again we would encourage you to remind your colleagues and HMS that highlighting these broader interests often can provide a much broader way to engage with the network and demonstrate causes they are passionate about. Its a great way to show how a career with your organization can be more than just a job18

19STAY INFORMEDBuild your professional brand

This is also demonstrated by interacting and engaging with your networks

Now that you have a strong profile, its important that you interact and engage with your network.

Part of building your brand is also engaging with the LinkedIn network and expressing who you are by liking, sharing and participating in discussions. LinkedIn has a number of rich channels for you to build your own knowledge, share what you know, and interact with others on topics that matter to you.

Next, we will be discussing the different ways that you can engage within the incredible LinkedIn ecosystem we talked about.19

The most relevant professional news and knowledge

Pulse

Influencers & Publishing

Groups

SlideShare

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There are many ways for your to share what you know on LinkedIn, and to also learn from others who are sharing their expertise. I am going to dive deeper into a couple of these.

SlideShare upload you presentations, or infographics. New functionality now where you can with one click from SlideShare, add a presentation to your LinkedIn profileGroups We have over 2.1M groups on LinkedIn connect with other professionals with similar interests to you. Collaborate, share, discussPulse Consume content on the topics that interest you.Influencers Follow industry influencers

We also have member publishing, which hopefully youve heard of. Were going to dive deeper into that in a little bit.

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Find and join GroupsParticipate in discussions related to your industry

Look for groups relating to your industry, function, and career interest then join a few to stay up to date on trending topics and news. Build a solid professional reputation by sharing your ideas and commenting on others posts and providing advice where appropriate. 21

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Build your knowledgeDiscover content that matters to you

With Pulse, you can keep up to date on industry news and articles on LinkedIn that will make you better at the job you have now. Make sure you select the 22

23Gain insights from top industry leaders

On LinkedIn you have the ability to learn from the best industry thought leaders in their space. Follow your favorite Influencers and see articles they post and what they care about in the space. Leverage this knowledge to grow and challenge your own subject matter expertise and grow your business impact. 23

Helping you grow and engage your network24Sharing updates vs. publishing postsShare links, articles, images, quotes or anything else your followers might be interested inDeeply explore topics that matter to you, then watch the comments to see your impactUPDATESPUBLISHING

Sharing updates and publishing posts can be great ways to both grow and engage your network. This can be how you share with prospects and colleagues alike topics and areas that interest you. This also allows you to share with potential candidates industry expertise as well as company news.

The publishing platform is our slightly newer offering which allows you to deeply share your own subject matter expertise and encourage participation from your network. By publishing you can set yourself apart from others in your space and deeply explore the topics that matter most to you and see how others feel about them too.

Grow your reach: Writing on LinkedIn is a great way to tap into and grow your network. Not only will your posts reach your connections, you can also build a following

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More engagementwith content vs. jobs7xContentJobs25

The usage of our platform has dramatically shifted and content now gets 7x more engagement than jobs on LinkedIn. Today, we are the definitive platform for professionals to gain and share content and insights.

With this shift, it becomes even more important for you and all employees at your organization to get the word out about your company, but more important what it is like to work at your company! This is in essence your talent brand and this is the thing that will help to build awareness and decrease time to hire when your recruiters are looking to close the deal.

Encourage your colleagues to do this more easily by leveraging pulse and slideshare which makes it really quick and easy to find and share great content it doesnt have to take a lot of time a few mins once or twice a week is all it takes! In fact you can take a look on slideshare and find relevant content to suggest to your hiring managers to give them a starting place and make the whole process feel more accessible.

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WHO IS ENGAGING THEIR NETWORK? HOW?

Seeking a Relationship Manager in San FranciscoRelationship ManagerThis role will build strong personal relationships with clients, and will seek to support new opportunities in

Paul Smith

Looking for an Account Executive in LondonAccount ExecutiveDevelop and execute on a strategic plan for the territory. Build strong personal relationships with clients.

Paul Smith

Hiring Sales Development rep for multiple locationsSales Development Rep.Do you love to build relationships and spread the news about a company youre passionate about? This entry-

Paul Smith

Seeking a Regional Manager in SydneyRegional ManagerThis person will have a love for target setting, people-building, and experience in the technology industry.

Paul Smith

Considering a career move? Were seeking a Relationship Manager in San Francisco.Relationship ManagerDevelop and execute on a strategic plan for the territory. Build strong personal relationships with clients.

Jane Jones

Welcome Samantha Lavenstein to the Acme London office! Were happy to have you on the team!

Jane Jones

Like (22) Comment Share 2d ago

Max Lotz, Colene Kremers and 20 others

Acme has just released an amazing new phone! Have you had a chance to check it out? http://lnked.in/x-bXD2

Jane Jones

Like (2) Comment Share 24m agoColene Kremers and Alex Handris

Always Be Closing? Try Always Be Connecting! The 6 practices you must follow if youre in sales.

Jane Jones

The 6 Must Knows for Todays Sales Executive

Who is Engaging Their Network? How?Note: This slide builds.

Say: Sharing status updates is a great way to engage with your network. But lets talk why its important to share the right updates. Im going to show you 4 status updates from two recruiters at the same company.

Activity: As we scroll through these updates, use the chat box to tell me which of these recruiters is engaging their network in a compelling way creating strong talent brand presence over time?

Read responses aloud and comment on answers.

Commentary: Fantastic you are correct Jane appears to be engaging talent in a more effective way by diversifying the content and updating her network of the ongoing things that go on within her company. Notice Paul has only posted about job opportunities which can become like white noise on the LinkedIn homepage rather than adding brand presence.

Think about using your status updates as a way to engage in an on-going conversation with your network. You wouldnt go to a networking event and only talk about jobs, so make sure your status updates are varied to keep your network interested. Leverage each of the tools we discussed on the previous slide as an easy way to share relevant content.

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27Manage your personal settings. Manage your brand.You control what you broadcast. You can manage your privacy.

We just discussed many ways to engage and grow your network but we want to make sure that you also understand the control you have over your personal brand. We want you to feel comfortable to edit and alter your profile at any time.

Wed recommend you remind your HMs that they do have this total control over updates on profile changes and enhancements they might make

You can control the message that you broadcast even when you update your profile. So, if you do not want to alert your entire network while you make multiple changes, make sure you say NO to publishing updates to your network. Then, once you are done making all changes you can turn it back on and alert your network and encourage comments and interactions on a new title change or promotion for example.

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Questions?

2014 LinkedIn Corporation. All Rights Reserved.2014 LinkedIn Corporation. All Rights Reserved.

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