HOW TO CREATE A GREAT LINKEDIN PROFILE: IMPRESS RECRUITERS & STRENGTHEN YOUR EXISTING BRAND
MARK ANDERSEN MARCH 6, 2014
AGENDA • Create a great LinkedIn profile that gets positive responses from recruiters and companies.
• Strengthen your personal branding: is your headline clearly communicating your brand?
• Exercise to find out
• Optimize ("SEO") your profile: keyword selection, natural use of keywords, connections, groups...
• Keyword part of exercise
• Avoid the cardinal sins of bad profile writing such as "Keyword stuffing", cliches etc.:
• Review of profile examples
• Test changes in your profile to increase your search results
• Understand what the "Skills and Expertise Endorsements" feature means for your personal branding
• What is it? How can it help or hurt your brand?
OUTCOMES • Understanding of how to create a great Linkedin profile
• Understanding key drivers of LinkedIn's algorithm
• Feedback on how your LinkedIn profile is currently perceived
• Your most important keywords
• Improved LinkedIn headline
HOW LINKEDIN HELPS MY CAREER
• Personal Branding: executives / clients viewing my profile...
• My professional database
• Last 2 VP of Marketing jobs I got: What resume? Only 20% on webinar have gotten a job/consulting project through LinkedIn, but that'll increase.
• How to impress recruiters: Following slides
HOW EXECUTIVE RECRUITERS IDENTIFY CANDIDATES
• They know what they're looking for based on the job requirements and company culture
• Scan for possible candidates: they're a fisherman & your profile is the bait
• Summary paragraph & clarity critical to break through. This is what separates the "A" players from the rest
• Don't: add too much info, repeat useless facts, use jargon/cliches ("think outside the box" etc)
• Remember to have to have your settings "open to receiving inMails"
• The ideal profile recruiters are looking for, but most don't have (a) Skill set that shows you have the relevant, excellent experience; (b) quality of the companies you've worked at; (c) history of success that communicates your personal achievement at your company; (d) progression of promotions in every company you've been at; (e) stability still matters
• Search mechanics recruiters use: Keywords, Experience, Title, Education, Radius
KEY DRIVERS OF LINKEDIN'S ALGORITHM (STATE SECRET)• Complete your profile!:
• Headline with targeted keywords
• Summary with targeted keywords
• List all jobs & descriptions you've had with targeted keywords
• Add a photo
• Include your education, postal code, industry
• 50 or more connections
• At least 5 skills (up to 50)
• LinkedIn rewards:
• Networks of connected people
• Value of a 1st level connection: your search lens
• Keyword-focused content:
• Don't just list your previous titles--list content from those jobs
• LinkedIn groups: Join Kellogg's, Northwestern's, affinity groups...
IMPORTANT DETAILS• Review of keyword stuffing example:
• A bad idea; effect on personal branding
• "Skills & Expertise" section
• How to manage it
• Importance of recommendations
• If you're doing a job search:
• Photos matter (beer)
• Follow companies to see relevant jobs: "similar Jobs"
• Using advanced search
• Turn off "Activity Alerts"
• Should you upgrade to Business account ($25/mo when paid monthly)?
• 3 inMails (can purchase separately)
• 15 introductions versus 5 with Basic
• See full profiles of 3rd degree and group connections (not just 2nd degree)
• More advanced search filters
"SEE HOW YOU STACK UP TO OTHER APPLICANTS": JOB SEEKER PREMIUM
• "The percentage rank provided is an estimate based on assumptions about profile info like experience & education, and how it likely relates to the posted job."
• Applications over time
• Who else is applying (anonymous)
• Seniority...
CREATING YOUR CUSTOMIZED URL / RESOURCES & TOOLS
• Create your customized url:
• Include in your email signature & on business cards
• http://help.linkedin.com/app/answers/detail/a_id/87
• Resources & tools:
• Listen to Matthew Temple's webinars on Kellogg site: career resources section
• http://talent.linkedin.com/blog/index.php/2013/07/how-to-create-an-effective-linkedin-profile/
• Lnkd.in/jobsearchchecklist2013
• Lnkd.in/jobsearchblogpostpacket
• CardMunch
• SlideShare
HOW TO GET INTRODUCED TO RECRUITERS, HIRING MANAGERS & CLIENTS • 4 steps to using LinkedIn for getting introduced for (a) business networking, (b) getting hired:
• Create an excellent profile achieving your goal.
• Send out your invites to build as many connections as possible.
• Create your short list of people you'd like to be introduced to.
• Send out introduction requests.
• To watch my video explaining these 4 Steps in greater detail go to: http://youtube.com/watch?v=wp6lusJtuRs
HEADLINE & KEYWORD EXERCISE: DO YOURSELF
• What is your headline goal?
• Your unique value proposition?
• What's your credible "wow." Don't exaggerate or be shy.
• What are the most important keywords I should be using naturally in my headline & throughout my profile?
• New headline:
GIVE PROFILE FEEDBACK TO OTHERS: EXERCISE
• What do you think my profile goal is (i.e., "find a marketing job in a startup...", "branding for my company"...)?
• What is my biggest area of expertise?
• How would you describe my personal brand in 1 sentence?
• Does my headline and summary clearly communicate what you think my brand is?
• If not, why not?
WRAP-UP / Q&A • You should have a much better understanding now of how your profile is perceived
• You should know your next steps to creating a great profile
• Download ebook (free for next 24 hours): I Got the Job! 8 Steps to Get Hired: www.Amazon.com/author/markandersen
• 1month free Job Seeker subscription from LinkedIn (only new subscribers are available): http://lnkd.in/jssfriendsandfamily2014
• Kellogg provides free coaching to alumni
• Connect with me: linkedin.com/in/markdandersen
• @MarkAndersen
• Feedback for this workshop