LinkedIn WorkshopLecture #3: LinkedIn Profiles and LinkedIn Publishing
UGBA 198 - Fall 2016Haas School of Business, Berkeley
Julian Gamboa-Ramos
What’s LinkedIn?● What does LinkedIn offer?
○ 450 million registered users○ “Your always-available, online resume”○ Rich media, job listings, publishing
● Who are its users?○ Students, job-seekers, influencers○ Recruiters, head of departments, execs○ Companies - company culture
December, 2002
Profile Strength - Beginner● Professional Headline and Headshot
○ Current job position + Company● Location and Industry
○ Residency and field of interest● Education
○ College? Campus’s homepage’s summary.● Personalized LinkedIn URL
Marketing Your Education● Organizations
○ Campus organizations● Honors/Awards
○ Scholarships, Dean’s Honor List● Courses
○ Classes taken in set college.○ Pertaining to your major
● Media○ Images - virtual tour
Profile Strength - Intermediate● Detailed Work + Volunteer Experience
○ Conversation version of your resume.○ +50 words within each section.○ Adds credibility to profile with company logo.○ Media: Either two or five files to show projects.
Profile Strength - Advanced
● Strong Summary (3 Paragraphs)○ Personal intro, hobbies, extra-curriculars○ Work Experience summary○ Contact Info: e-mail and Twitter
● Attach Media (Links to Portfolio)○ Professional Twitter○ Slideshare (Presentations)
Profile Strength - Expert● Skills & Endorsements
○ Top 10 skills + additional● Additional Info
○ Interests (Hobbies)● +500 Connections● Following Influencers● Link your Twitter
Profile Strength - All-Star● Recommendations
○ Supervisor’s, co-worker’s, or employee’s W.O.M.○ Makes a more “recruiter-friendly” profile
● Publications○ Demonstrate your knowledge in your field
● Join LinkedIn Groups○ Join discussions of like-minded professionals
Why Publishing?● Knowledgeable about the subject.
○ Marketing interviews○ Formulate opinions beforehand
● Showcase your activity in the industry.● Adds to your marketing portfolio.● Reach new audiences
○ Influencers, students, recruiters!○ Executives!
Your Research● Topics: Marketing & LinkedIn Student Editorial Calendar
○ Do you have a perspective on a marketing event?○ What is your brand doing differently? ○ Can other brands learn from this?○ Why is it interesting to you?
● Recommended sources:○ Adweek, Mashable, Forbes, Business Insider,
LinkedIn, TechCrunch, + any digital publisher.
Header Image● Stock images are great.
○ Clean, concise, easy to find.● Avoid text-heavy headers.
○ If some text, not focus of image.○ Avoid brands - instead, usage of brands.
● Credit image source: “The Next Web | bit.ly/29D7KUE”
In Retrospect● What did your reader learn?● What is your call-to-action? Your article’s purpose?● Encourage conversation:
○ Ask a set of questions that could be discussed in comment section. What is your stance on ____?
Signatures● Your signature should answer:
○ How can I connect with / follow the author?○ What else has the author written?○ Who wrote this article? ○ Are they credible?
● Update on every new posts.
Marketing Your Post
● Make an enticing (non-clickbait!) tweet.○ “This company marketed their product, you won’t
believe what happened next!”○ Pin your Tweet!
● Post on your LinkedIn Groups.○ Utilize your tweet here
● Like and/or comment on shares.