LinkedIn 101 Lunch n' Learn
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This document provides tips for optimizing a LinkedIn profile and effectively using LinkedIn. It discusses why LinkedIn is important given its large user base and networking opportunities. It recommends optimizing profiles by including keywords, a photo, headline, summary, roles and recommendations. The document also reviews LinkedIn tools like blogging, groups and analytics that can help with networking and profile visibility. The key takeaways are to tailor profiles and networking for the intended audience and goal, fill out profiles completely before seeking connections, and dedicate time to participating on LinkedIn.
LinkedIn 101 Lunch n' Learn
- 1. LinkedIn 101: Making LinkedIn Work for You! Emily Mulloy, Talent Acquisition Coordinator-North America
- 2. © 2014 Forrester Research, Inc. Reproduction Prohibited 2 Why is it important? › 332 million+ users • WIM: Limitless networking opportunities › 43.2% of users spend 0-2 hrs on site per week • WIM: Short window of opportunity to make an impression › 22% of high level executives primarily use LinkedIn for industry networking • WIM: Opportunity to make important connections; reminder that LinkedIn isn’t just for job-seekers
- 3. © 2014 Forrester Research, Inc. Reproduction Prohibited 3 Agenda › Keyword Optimization › Basic Profile Development › Tool highlights › Take-Away Items
- 4. © 2014 Forrester Research, Inc. Reproduction Prohibited 4 Keyword Optimization › Foundation for later content discussion › Boolean search method (AND, NOT, OR) › Variable weighting given to each section • Headline & Roles with highest weighting › Important to include generalized words and compensate for less common titles • Ex. Business Partner | HR Generalist • Live example (talent vs. recruiter)
- 5. © 2014 Forrester Research, Inc. Reproduction Prohibited 5 Keyword Activity › Write down 2-3 keywords you can start incorporating into your profile today. › How can you change your title to make it authentic, but also more generalized?
- 6. © 2014 Forrester Research, Inc. Reproduction Prohibited 6 Basic Profile Development Photo Headline Summary Roles Recommendations
- 7. © 2014 Forrester Research, Inc. Reproduction Prohibited 7 Photo › Profiles with a photo 11x more likely to be visited › Up to date › Be wary of unintended messages › Balance between displaying personality and conveying professional value
- 8. © 2014 Forrester Research, Inc. Reproduction Prohibited 8 Photo Experiment › Conducted by Jason Seiden (CEO, Brand Amper) › Posted variety of photos over the course of several months › Measured effectiveness • Direct feedback • Indirect feedback Profile views, connection requests, professional opportunities
- 9. © 2014 Forrester Research, Inc. Reproduction Prohibited 9 Photo Experiment: Which one “won?” 1 2 3
- 10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10 Photo 1: The Headshot › 75% scored it as high- performing • But couldn’t explain why › Minimal personality; too aggressive
- 11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11 Photo 2: Mr. Nice Guy › Inbox messages & connection requests exploded • Inquiries for free advice › Increased approachability › Minimal professionalism lost image of valuable time
- 12. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 Photo 3: The Screen Grab › Best performer • Social proof of skills • Approachable, but professional appearance • Overall intriguing › Run your own experiment › No patience? • Think about audience & intended message; seek feedback
- 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 Headline › Extra keyword weight • Be creative while still optimizing › Easy use: • Sales Recruiter › Better use: • Talent obsessed recruiter passionate about attracting top sales professionals › Consider length, keywords, & authenticity
- 14. © 2014 Forrester Research, Inc. Reproduction Prohibited 14 Headline Activity › Create a headline of your own! • Consider keywords and length • Capture personal brand and personality › Another example • Passionate about building Best-in-Class Global Sales Teams › Share!
- 15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15 Summary › “Relaxed business dinner” › Consider intended audience › Achievements, not tasks › Where you’ve been, what you’re doing, & where you want to go
- 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16 Professional Roles › Extra weighting in search algorithm › Include all past professional roles • Contributes to current value as a professional › Ex. HR Generalist with background in marketing has different value than an HR Generalist with a background in finance › Describe roles, focusing on the most “important” tasks • Emphasize accomplishments & unique value › Add media, photos color
- 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 Recommendations › Adds credibility and personality social proof › Be specific in your recommendation request • Why are you seeking a recommendation? • What areas/projects would you like them to focus on? • Offer value in return › Who could you ask?
- 18. © 2014 Forrester Research, Inc. Reproduction Prohibited 18 Tool Highlights › Blogging feature • Opportunity to become a thought leader and contribute ideas • Focus on quality, not quantity • Forrester Social Media policies › Connections • Find Alumni
- 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 Tool Highlights, contd. › Interests Groups • Important to vet before joining › Activity, growth, industries, demographics
- 20. © 2014 Forrester Research, Inc. Reproduction Prohibited 20 Tool Highlights, contd. › Analytics • Who’s Viewed You › Profile views (y) actions taken (x) › Keywords, demographics, etc. • How You Rank
- 21. © 2014 Forrester Research, Inc. Reproduction Prohibited 21 Take-Away Items › Pick an audience & intended goal • Tailor your format, content, and language for what works for you › Fill out profile first; seek connections later › Rethink “anonymous” for personal networking › Be explicit in networking endeavors › Dedicate & participate! • Groups, connections, thought leadership
- 22. Thank you Emily Mulloy, Talent Acquisition Coordinator- North America LinkedIn: www.linkedin.com/in/emilymulloy Twitter: @emulloy
Editor's Notes
- #3: 22%: http://www.forbes.com/sites/work-in-progress/2011/08/09/study-reveals-how-professionals-use-linkedin/ 43.2%: http://www.forbes.com/sites/cherylsnappconner/2014/05/04/new-research-2014-linkedin-user-trends-and-10-top-surprises/2/ 332 million+: LinkedIn
- #9: Photo experiment: http://talent.linkedin.com/blog/index.php/2013/08/what-profile-photo-works-best-on-linkedin-a-real-life-experiment
- #16: http://www.forbes.com/sites/williamarruda/2014/09/07/three-steps-to-writing-the-perfect-linkedin-summary/