Live Webcast: How Millennials Are Building Their Personal Brand on LinkedIn

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THEAugust 16, 2016, 11am PST / 2pm ESTPLAYBOOK

How Millennials are Building TheirPersonal Brand on LinkedIn

The Millennial Playbook

Alex Rynne Associate Content Marketing ManagerLinkedInKatherine LiscianiFounder & Marketing Strategy ConsultantMillennovation Media

What Well CoverA millennials influence 1Millennials taking on the workforce by stormHow millennials build their personal brands on LinkedInHear from a top millennial marketer: How Katherine built her personal brand#MarketingProbzQ&A23456

We are not a generation of suits and ties, but rather creators and entrepreneurs.

PAGE WILLIAMS Senior Manager, Member Marketing & Communications, Social Media, LinkedIn

millennialsin the world2 billionin annual purchasing power$1 trillionsearches with the keyword millennial16 millionarticles written about millennials43,764The Influence of MillennialsThe Millennial Playbook

Millennials make up 38% of LinkedIns global user base.

38%11 million+ global millennial decision makers about 12% of total millennials are on LinkedIn.

12%

30%2 million+ millennials on LinkedIn hold marketing roles. About 30% of them are decision makers.

677,000 millennial marketing decision makers are on LinkedIn.A Millennials Influence on LinkedInThe Influence of Millennials on LinkedInAs of early 2016, there are 87 million Millennials on LinkedIn globally.The Millennial Playbook

By 2020, millennials will make up 50% of the workforce.

Occupations of Millennials on LinkedInThe Millennial Playbook

Advancement Opportunities

67%Better Pay

60%Challenging Work

51%What Millennials Want in a JobThe Millennial Playbook

What Millennials Want in a JobMillennials extensively research companies onlineWhen it comes to compensation, they dont settle. The job hunt is different for millennial men and women. 123The Millennial Playbook

Becoming known as a thought leader shouldnt be your goal. Its just the icing on the cake of creating something truly innovative. When youre willing to take risks and do things that are unconventional, youll find others in your industry looking to mimic you and learn from you, and eventually you may earn the respect that labels you a thought leader.

LAUREN HOCKENSONContent Marketing Associate, Checkr

Optimize your LinkedIn profile.Publish on LinkedIn.Create a LinkedIn SlideShare account.Make meaningful connectionsCustomize your feed by following those who matter most.12354

How Millennials are Building Their Personal Brand on LinkedInThe Millennial Playbook

Authenticity is keyBe consistent.Continuously add value123Personal Branding Ground RulesThe Millennial Playbook

Create a distinctive LinkedIn pro le headline.Add a professional profile picture.Make your LinkedIn background photo work for you.Customize your LinkedIn URL, and share it everywhere.Tell your story through your summary and experience.Optimize Your LinkedIn Profile

Keep your network fresh and activeStrengthen your global connections.Know more about people youve met or are about to meet.

Make Meaningful Connections on LinkedInThe Millennial Playbook

Your personal brand is your responsibility. Never before has there been more of an opportunity to use technology, social media, and common sense to tell your professional story, stand up, and stand out in an increasingly crowded digital space.MEL CARSONFounder, CEO & Principal Strategy Consultant at Delightful Communications

Publishing on LinkedIn

30%

45%Millennials represent 30% of all long-form publishers on LinkedInof readers on LinkedIn are in the upper ranks of their industriesWrite about what you know bestwhether thats your professional expertise or experience, industry trends, or lessons learned.

INSIDER TIPThe Millennial Playbook

Marketing Social MediaRecruitingEmployee Engagement RecruitersSelf-EsteemEuropean UnionIntegrated MarketingVenture CapitalMarketingLean Manufacturing

What Content Millennials Engage with on LinkedIn

Tap on the control menu in the top right corner of any update in your feed.1

Then tap on the option that says Improve your Experience.2Youll get to choose from personalized recommendations of people, publishers and topics to follow, tailored to you based on your LinkedIn profile.3When you see an update from a connection that you dont need in your feed, tap on the control menu in the top right corner.4Then, tap on the option that says Unfollow [connection name].5Customize Your Feed by Following Who Matters MostThe Millennial Playbook

Customize Your Feed by Following Who Matters MostTop 10 influencers on LinkedIn in 2015 The Millennial Playbook

monthlyvisitors

70 millionmonthly new content pieces

400,000people visitLinkedIn SlideShare

7 million SlideSharesto LinkedIn

20 millionof traffic comes from organic search

80%Create a LinkedIn SlideShare accountThe Millennial Playbook

I built a personal brand to blend in with the crowd... said no one ever.

The purpose of your personal brand is not to blend in. It is to STAND OUT.Identify what unique view of the world you are experiencing RIGHT NOW. Capitalize on it to show others the value your unique perspective can bring to the table.

The Millennial Playbook

It seems like everyone lately is talking about building your personal brand. Often times we begin building something without even really knowing why.

I built a personal brand to blend in with the crowd... said no one ever.

The purpose of your personal brand is not to blend in. It is to STAND OUT.Identify what unique view of the world you are experiencing RIGHT NOW Capitalize on it to show others the value of your unique perspective and what you can bring to the table.22

The 4 Cs of Personal Brand BuildingSeeding Your Network with Unique, Purposeful, and Personal Content

CURIOSITYCOMMUNITYCONTRIBUTECONSISTENCY

The Millennial Playbook

SEEDING YOUR NETWORK WITH UNIQUE, PURPOSEFUL, AND PERSONAL CONTENT:

The 4 Cs of Personal Brand Buildingthis is something I developed through experimentation with my own personal brand.

CURIOSITYCONTRIBUTIONCONSISTENCYCOMMUNITY23

Start with a Genuine Curiosity and Willingness to Learn.

... all of your actions on LinkedIn should be focused on building and solidifying unique connections with those in, or adjacent to, your network. KATHERINE LISCIANIFounder and Full-stack Marketer,Millennovation Media

Identify your industry heroes

The Millennial PlaybookJason MillerGlobal Content Marketing Leader at LinkedInRobert RoseChief Strategy Advisor at Content Marketing Institute

It starts with CURIOSITYshowing a genuine curiosity, interest, and desire to learn from your peers, role models, customers, or others.24

Leverage Content to Share Exactly Where You are in Your Journey Right Now

The Millennial Playbook

CONTRIBUTE> Once youve shown an interest and willingness to learn you have toPROVE YOUR VALUE by demonstrating that you are not a taker, you are a matcher and that you too have something to CONTRIBUTE

Leverage content to share exactly where you are and what you are learning in your journey right now I do it through writing blogs and video blogging

find a medium with which you are most comfortable and start leveraging content and publishing to contribute to the conversation, being thoughtful and intentional with every communication.

(Gary Vaynerchuk talks about this a lot. Supporting your heroes)

(Jason Miller is a really great example of someone who is doing this. For example the post on the bottom of the page, entitledA B2B Marketer Spends a Month with Snapchat. I guarantee you there are a lot of people in his position who would not be so transparent about their age and the way they feel about strange new technologies.)25

Show your heroes, and the world, that you are authentic, trustworthy, and reliable by continuously contributing to conversation, sharing honestly about your experiences and personal journey, and by demonstrating the determination with which you continue to chase your craft.

CONSISTENCY: You must prove to peopleboth your audience and your role modelsthat you are reliable, trustworthy, and someone they can depend on and believe.

You build this credibility by demonstrating CONSISTENCY in the way you work, engage, publish, and connect.

The fourth and final C is for COMMUNITY: your role models are one thing, but creating community is different.

A community is a group of people who are all connected through a common purpose, location, preference, interest, or experience.

Theyre all focused on participating and helping each other achieve both common and individual goals.

YOU CAN NOT BUILD AN AUDIENCE BEFORE BUILDING A COMMUNITY.26

Watch the #MarketingProbz videoVisit theMillennial Minute blog

The fourth and final C is for COMMUNITYyour role models are one thing, but creating community is different. A community is a group of people who are all connected through a common purpose, location, preference, or experience. Theyre all focused on participating and helping each other achieve their goals. You have to build community before you can acquire an audience.

Here are some examples of how Alex and I are living out the 4 Cs

#Marketing probz is an initiative I started to discuss the challenges people face connecting and engaging with others in the digital age.

Each week people submit challenges they are facing in their careers or in building their brands to my #MarketingProbz goog