THE
August 16, 2016, 11am PST / 2pm EST
PLAYBOOK
How Millennials are Building TheirPersonal Brand on LinkedIn
THE MILLENNIAL PLAYBOOK
Alex Rynne Associate Content Marketing ManagerLinkedIn
Katherine LiscianiFounder & Marketing Strategy ConsultantMillennovation® Media
What We’ll Cover
A millennial’s influence
1Millennials taking on the workforce by storm
How millennials build their personal brands on LinkedIn
Hear from a top millennial marketer: How Katherine built her personal brand
#MarketingProbz Q&A
2 3
4 5 6
“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 world
2 billionin annual
purchasing power
$1 trillionsearches with the
keyword “millennial”
16 millionarticles written about
millennials
43,764
The Influence of Millennials
THE MILLENNIAL PLAYBOOK
Millennials make up 38% of LinkedIn’s 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.
The Influence of Millennials on LinkedIn
As of early 2016, there are 87 million Millennials on LinkedIn globally.
THE MILLENNIAL PLAYBOOK
By 2020, millennials will make up 50% of
the workforce.
SA LESPE RSON SOFT WAREDEVE LOPE R
ADM INIST RATIVEEMPLOYE E
MARKETI NGSPE CIA LIS T
ST UD ENT /INTE RN
PROJE CTMANAGE R
CONSULTANT RESEA RCH /GRADU ATEASSIS TANT
BUSI NESSOW NER
UN IVE RSIT YPROFESSO R /
LECTUR ER
ACC OUN TANT
2,733,905
1,949,755
1,580,712
1,210,1691,156,593
960,227931,767
902,125 817,699 810,178 806,177
Occupations of Millennials on LinkedIn
THE MILLENNIAL PLAYBOOK
Advancement Opportunities
67%
Better Pay
60%
Challenging Work
51%
What Millennials Want in a Job
THE MILLENNIAL PLAYBOOK
What Millennials Want in a Job
Millennials extensively research companies online
When it comes to compensation, they don’t settle.
The job hunt is different for millennial men and women.
1 2 3
THE MILLENNIAL PLAYBOOK
“Becoming known as a thought leader shouldn’t be your goal. It’s just the icing on the cake of creating something truly innovative. When you’re willing to take risks and do things that are unconventional, you’ll 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 HOCKENSON
Content Marketing Associate, Checkr
Optimize your LinkedIn profile.
Publish on LinkedIn. Create a LinkedIn SlideShare account.
Make meaningful connections
Customize your feed by following those who matter most.
1 2 3
54
How Millennials are Building Their Personal Brand on LinkedIn
THE MILLENNIAL PLAYBOOK
Authenticity is key Be consistent. Continuously add value1 2 3
Personal Branding Ground Rules
THE 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 active
Strengthen your global connections.
Know more about people you’ve met or are about to meet.
Make Meaningful Connections on LinkedIn
THE 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 CARSON
Founder, CEO & Principal Strategy Consultant at Delightful Communications
Publishing on LinkedIn
30% 45%
Millennials represent 30% of all long-form publishers on LinkedIn
of readers on LinkedIn are in the upper ranks of their industries
Write about what you know best—whether that’s your professional expertise or experience, industry trends, or lessons learned.
I N S I D E R T I P
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Marketing Social Media
Recruiting Employee Engagement
Recruiters Self-Esteem
European Union
Integrated Marketing
Venture Capital
Marketing Lean 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.”2You’ll get to choose from personalized recommendations of people,
publishers and topics to follow, tailored to you based on your LinkedIn profile.
3 When you see an update from a connection that you don’t need in your feed, tap on the control menu in the top right corner.
4 Then, tap on the option that says “Unfollow [connection name].”5
Customize Your Feed by Following Who Matters Most
THE MILLENNIAL PLAYBOOK
Customize Your Feed by Following Who Matters Most
TOP 10 INFLUENCERS ON LINKEDIN IN 2015
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monthlyvisitors
70 million
monthly new content pieces
400,000
people visitLinkedIn SlideShare
7 million
SlideSharesto LinkedIn
20 millionof traffic comes from organic search
80%
Create a LinkedIn SlideShare account
THE 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
The 4 C’s of Personal Brand Building
Seeding Your Network with Unique, Purposeful, and Personal Content
CURIOSITY
COMMUNITY CONTRIBUTE
CONSISTENCY
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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 LISCIANI
Founder and Full-stack Marketer,Millennovation® Media
Identify your industry “heroes”
THE MILLENNIAL PLAYBOOK
Jason MillerGlobal Content Marketing Leader at LinkedIn
Robert RoseChief Strategy
Advisor at Content Marketing Institute
Leverage Content to Share Exactly Where You are in Your Journey Right Now
THE MILLENNIAL PLAYBOOK
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.
Watch the #MarketingProbz video
Visit theMillennial Minute blog
Questions?
THE MILLENNIAL PLAYBOOK
MARKET TO WHO MATTERS
For the first time in the history of media, you can reach the world’s professionals-all in one place. More than 433M people worldwide gather on LinkedIn to stay connected and informed, advance their careers, and work smarter. Together they comprise the largest global community of business professionals. These are the decision-makers, influencers, and the leaders of today and tomorrow-precisely the people you want to target.
For more information, visit marketing.linkedin.com.
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