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How to Build Your Professional Brand on LinkedIn
Jennifer UrbanskiGovernment & Consulting Lead |
CanadaLinkedIn Marketing Solutions
2
AGENDA
1LinkedIn Overview
2Brand Basics
3Connections Matter
4Graduate to Content
Connect to Opportunity
Create economic opportunity for every member of the global
workforce
Our vision
4
Connect the world’s professionals to make them more productive
and successful
Our mission
For our Members
The professional profile of record
IdentityConnect all of the world's professionals
Networks KnowledgeThe definitive professional publishing platform
SlideShare InfluencersPulseGroups
Data & Insights
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*
32M
467M+200K+Professionals
join daily
Spend TimePersonal Networks
Invest TimeProfessional Networks
Info on friendsInfo on personal interestsEntertainmentKill timeSocialise
Maintain professional identityMake useful contacts
Updates on brandsKnowledge & current affairs
Career info
Source: The Mindset Divide research study, TNS, September 2012
Mindset: Social v Professional Networks
LinkedIn elicits trust amongst professional users Social Network association with “a trustworthy source of professional content”
among frequent/occasional professional users
71% 40% 31%
Facebook TwitterSource:LinkedIn/Millward Brown Mindset Divide Study, 2014
So, what does this mean for you?
LinkedIn is more than just a job board.
It’s all about the feed
14
This is the key to unlocking opportunity
But you can’t be in the feed, if you don’t have a profile
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So, let’s get you to “All Star” profile strength!
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1. Background photo
2. Professional headshot
3. Title, Industry, 500+ Connections
4. Tiny URL
5. Summary (3 Paragraphs)
6. Work Experience
7. Skills
8. Volunteer Experience & Causes
9. Share, Upload, Publish
Professional Profile
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OPPORTUNITY
What you know
Who you know
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Connections Matter
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Start with Your Education Network!
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PROFILE DATA
SCHOOL
GRADUATION
GROUPS
A MEMBER’S PROFILE
LOCATION
DEGREE
JOB TITLE
FIELD OF STUDY
COMPANY
SKILLS
NAME
AGE
GROUPS
IP ADDRESS
FUNCTION, SENIORITYSIZE, INDUSTRY
SKILLS
University of Toronto
Class of 2011 = 29 years old
CMA, LEWIS, Social Tools
Toronto, ON, Canada
Bachelor of Science
Sr. Marketing Manager = Marketing Function + Sr. IC Seniority
Communications
Simply Measured, 51-200, Industry
SEO, Social Media, Digital Marketing, Blogging
Danie Smith
25
Research Companies
• Company information
• How You’re Connected
• Employees and Followers
• Updates & Industry News
• Similar companies viewed
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So now you’ve got the basics down…
28
Graduate to Content
More engagementwith content vs. jobs
7xContent
Jobs
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Content can change your life
1Engage with content in the newsfeed to
stay top of mind with your network
2Your activity showcases your interests and skill-
set
3Measure your
progress through your own data and
analytics
LIVE DEMOLet’s cover…
Now it’s YOUR turn….
The professional profile of record
IdentityConnect all of the world's professionals
Networks KnowledgeThe definitive professional publishing platform
SlideShare InfluencersPulseGroups
Data & Insights
©2015 LinkedIn Corporation. All Rights Reserved.
