LinkedIn 101: Making LinkedIn Work for You!Emily Mulloy, Talent Acquisition Coordinator-North America

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Why is it important?

› 332 million+ users• WIM: Limitless networking opportunities

› 43.2% of users spend 0-2 hrs on site per week• WIM: Short window of opportunity to make an

impression

› 22% of high level executives primarily use LinkedIn for industry networking

• WIM: Opportunity to make important connections; reminder that LinkedIn isn’t just for job-seekers

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Agenda

›Keyword Optimization

›Basic Profile Development

›Tool highlights

›Take-Away Items

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Keyword Optimization

› Foundation for later content discussion

› Boolean search method (AND, NOT, OR)

› Variable weighting given to each section• Headline & Roles with highest weighting

› Important to include generalized words and compensate for less common titles

• Ex. Business Partner | HR Generalist

• Live example (talent vs. recruiter)

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Keyword Activity

›Write down 2-3 keywords you can start incorporating into your profile today.

›How can you change your title to make it authentic, but also more generalized?

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Basic Profile Development

PhotoHeadline

Summary

Roles

Recommendations

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Photo

› Profiles with a photo 11x more likely to be visited

› Up to date

› Be wary of unintended messages

› Balance between displaying personality and conveying professional value

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Photo Experiment

› Conducted by Jason Seiden (CEO, Brand Amper)

› Posted variety of photos over the course of several months

› Measured effectiveness• Direct feedback

• Indirect feedback Profile views, connection requests, professional opportunities

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Photo Experiment: Which one “won?”

1 2 3

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Photo 1: The Headshot

› 75% scored it as high-performing

• But couldn’t explain why

› Minimal personality; too aggressive

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Photo 2: Mr. Nice Guy

› Inbox messages & connection requests exploded

• Inquiries for free advice

› Increased approachability

› Minimal professionalism lost image of valuable time

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Photo 3: The Screen Grab

› Best performer• Social proof of skills

• Approachable, but professional appearance

• Overall intriguing

› Run your own experiment

› No patience?• Think about audience & intended

message; seek feedback

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Headline

› Extra keyword weight• Be creative while still

optimizing

› Easy use:• Sales Recruiter

› Better use:• Talent obsessed recruiter passionate about attracting

top sales professionals

› Consider length, keywords, & authenticity

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Headline Activity

› Create a headline of your own! • Consider keywords and length

• Capture personal brand and personality

› Another example• Passionate about building Best-in-Class Global Sales

Teams

› Share!

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Summary

› “Relaxed business dinner”

› Consider intended audience

› Achievements, not tasks

› Where you’ve been, what you’re doing, & where you want to go

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Professional Roles

› Extra weighting in search algorithm

› Include all past professional roles• Contributes to current value as a professional

› Ex. HR Generalist with background in marketing has different value than an HR Generalist with a background in finance

› Describe roles, focusing on the most “important” tasks

• Emphasize accomplishments & unique value

› Add media, photos color

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Recommendations

› Adds credibility and personality social proof

› Be specific in your recommendation request• Why are you seeking a recommendation?

• What areas/projects would you like them to focus on?

• Offer value in return

› Who could you ask?

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Tool Highlights

› Blogging feature• Opportunity to become a thought leader and

contribute ideas

• Focus on quality, not quantity

• Forrester Social Media policies

› Connections• Find Alumni

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Tool Highlights, contd.

› Interests Groups• Important to vet before joining

› Activity, growth, industries, demographics

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Tool Highlights, contd.

› Analytics• Who’s Viewed You

› Profile views (y) actions taken (x)

› Keywords, demographics, etc.

• How You Rank

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Take-Away Items

› Pick an audience & intended goal• Tailor your format, content, and language for what

works for you

› Fill out profile first; seek connections later

› Rethink “anonymous” for personal networking

› Be explicit in networking endeavors

› Dedicate & participate! • Groups, connections, thought leadership

Thank youEmily Mulloy, Talent Acquisition Coordinator- North America

LinkedIn: www.linkedin.com/in/emilymulloy

Twitter: @emulloy