How to use Linkedin to improve your career?

GSK 2014

Leonardo J. IntriagoSenior Customer Success Manager & Team Lead Italy & Spain

March2016How to use to improve your career

Personalize this deck by adding your LI profile photo and your name1

2Im eating a #grape

I like lemons

Heres a video of me eating a melon

Heres a great photo of some pears

This is where I bob apples

Heres how to make a great smoothie

Im listening to Raspberry Beret

Anyone want some bananas?

Snap of my fruit face!

Social media in the language of fruit (used to be donuts got healthy!). What would you say LinkedIn is, in fruit terms?2

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My skills include apple pickingIm qualified in banana peelingI work in the fruit industryIm interested in the future of fruit freshnessIm connected to fruit growing expertsHeres a video / photo / recipe for a smoothieHeres my blog about the best fruit diet

Some examples of LinkedIn in fruit terms more than just a CV, or a list of sales contacts. And not just somewhere to go when you want a new jobs we want LinkedIn to be relevant and useful for you on a daily basis.3

4https://press.linkedin.com/about-linkedinThe Worlds Largest Professional Network414,000,000+ members

2 new members per second. Students / recent Graduates is the fastest growing demographic on LinkedIn.

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3m+414m+3.5m+active company profiles40m+students and recent gradsprofessionalsjobsIT professionals150+industriesExecutives from everyFTSE 10060k+college and university alumni groupscompany8m+2015 LinkedIn Corporation. All Rights Reserved.

How to give yourself the best chance of successWhat you knowWho you knowWho you are

Our value propositions for members three ways that LinkedIn helps its members 6

Who you are7

An ideal starting point for connecting with your professional world is building a great profile on LinkedIn

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First impressionsThe importance of:Your PhotoYour HeadlineYour Summary

First impressions used to be at interview now they happen online. Have you checked your Digital Footprint? Who has Googled themselves recently? What did you find?Definitely recommend doing that make sure you dont have anything damaging, from photos to blogs. Social media is strongly optimised on search, so usually LinkedIn profiles come top when you search on a name. Then Twitter and Facebook.8

Add a professional photo

1More views with a profile photo than without14xSource: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing

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Select a photo that represents how you want to be seen at work. Missing a photo consciously or subconsciously you get missed people focus on the photos, not the silhouettes. We are social. You dont have to enlist the help of a professional photographer. Think about matching the dress code of the profession you are looking to get into (e.g. City career = suit ; Web Dev = casual). Be alone in the shot and you can even take a photo with the help of a friend. 9

Write an attention-grabbing headline

2Explain what it is you doShow your passion and value

Use Keywords to help being found10Master in Project Management 2015 Candidate | Solving problems by connecting ideas

Your headline is important as (with your name and photo) it comes up in search results, in groups, and is basically the first thing people see.The headline is a great way to show your value and passion in one quick line. Let the reader (recruiter?) know what you are all about right away.Inspire them to read more.10

Being Foundthe importance of keywords

Build your own SEO (Search Engine Optimisation) more and more employers and recruiters use Search Engines and LinkedIns own Recruiter tool to find (source) the most relevant people.This is based on searching on certain key words. Everyone should think hard about what their top 4 or 5 words are. Do a search on LinkedIn even if you get 1m results, see who comes top or on the first page of the results, check out their profile as they are doing something well. LinkedIn will show you how they have used keywords, and you can borrow their techniques.11

Draft a compelling summary

3Focus on career accomplishments and aspirationsRecommend 40 words or moreInclude keywords not buzzwords

Bring to life with rich media links

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Adding a summary of 40 words or more makes your profile more likely to turn up in a future employers search. Your Elevator Pitch.A good tip is to ensure your summary includes keywords featured in desirable job descriptions for your field. Describe your experience and tell the world why you work in your chosen career. Avoid buzzwords (examples: strategic, team player, creative) and focus on your career accomplishments.12

Being impressiveYour CareerYour AchievementsYour WorkYour Enthusiasm

OK so youve been found, and youve got the right person to look at your profile Now you need to be impressive, with strong relevant content in the key sections of your profile.13

Detail your past work Experience & Education

4More profile views than those without12xSource: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing

14Add your University into your profile by selecting from the dropdown list in the Education Section

Its essential to list all past experience. Your profile is 12 times more likely to be viewed if you have more than one position listed. So even if it was a small low-paid temporary job, include it and add a couple of bullets about what you did / delivered / were responsible for, and who you worked with.Always include your University information, so that you are connected to the university on LinkedIn and can use the information as well as receive university communications.14

5Add examples of your work in photos, presentations, videos & blog postsGive a dynamic, visually appealing representation of your professional story

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Bring your profile to life (beyond just a text document online) with rich media you can attach images and videos, links to news stories and innovative presentations to your experience section.Maybe an overview of some research or your dissertation. A project you worked on. If you add a PDF or PPT, then make the front cover eye-catching it will appear on your profile and makes YOU stand out from other profiles. These things can also go a long way to showing your Enthusiasm for the subject / career thats what Employers are really looking for.15

Include Volunteer Experiences & Causes

6More profile views than those without6xSource: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing

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Adding volunteering experience can be really valuable.Almost half of all hiring managers say they view volunteer experience as equivalent to formal work experience. And it helps as more companies look for Cultural Fit and how peoples values match their own.16

Add skills and get endorsed for them

7Include a mix of high level and niche skills

Skills and endorsements contribute to elevation in search results

so dont be shy!

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Add Skills These act as Super Powered Keywords. The optimal number is unique to each person. Include a mix of high level and niche skills and be specific.Get Endorsements whilst no-one will be hired on the back of these, they (a) help you come higher in search results (b) they demonstrate your collaboration and teamwork / networking17

18Collect valued Recommendations

David Xiao

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8Quality rather than quantity look for 1 or 2 relevant recommendations.

Recruiters and Hiring Managers do value good Recommendations good to get one or two, from a tutor, or from a manager if you have some work experience.18

19Go for 100% profile completion Add and maintain on a regular basis

100% complete profiles are 40x more likely to receive opportunities.

There are lots of sections you can complete the more the better. Its not all about work experience. Include your Languages, University teams or organisations, projects and certifications.Even your Interests can be useful people make deeper connections with those people they see with shared interests. Hey, he does Karate!19

20Manage your Personal Settings

You control your privacy

21Manage your Personal Settings

You control your emails

Who you know22

An ideal starting point for connecting with your professional world is building a great profile on LinkedIn

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Opportunities do not float around like balloons.Theyre tied to people.

People control resources, information, jobs so if you are looking for these things, you are really looking for the right person23

24Connect to people you knowColleagues from work

Family / Family friends

Fellow students on your course

FriendsTutor / LecturerCareer Serviceswho know other people

You know more people than you think from friends, to people on your course, to people you have worked with even people on teams or bands or groups.The more people you connect with, the bigger your Extended Network. If you know 50 people, and they know 50, and then they know 50 well, thats thousands of people already.And the interesting opportunities come from unknown sources if someone knows you well, they will tell you straight away. But what about someone you dont know sharing a job or working at the company you like and then a mutual friend sharing that post / information suddenly its there in your newsfeed!24

You dont know the futureSomeone you connect to today could be the key to a future unknown opportunityBe Open

Do not limit your connectivity because the person does not seem relevant today. You never know where people will end up, or who they might know.Someone on your course could end up at the company you want to work at in 2 years time they could help you with some insights, or event a referral!Or the friend of your Mum, who just happens to know someone who works there. So be Open to new connections. That doesnt mean connect to anyone and everyone.But Connections are not endorsements.25

26NetiquetteContacting the right people in the right way

Netiquette is about approaching the right people in the right way. Probably not the CEO (unless you have an in). And if you are getting in touch with someone for the first time (alumni, recruiter) with good reason, then make sure you do it in the right way. It is all about giving yourself the Best Chance Of Success. Engaging in the right way to elicit the desired response.26

Send personalised invitations with context27Grow your network

Start at the profile to ensure you have the option to create a personal message.

If you are connecting to someone you know well, then fine, no need to write a personal message. But if it is someone you do not know that well, then the personal message is CRITICAL.Do not leave the default I'd like to add you to my professional network on LinkedIn. Go to the persons profile (good to read up) and then select Connect (other places can automatically send with the default message, so do it this way if important). Then you get the dialogue box to include your context and message WHY are you getting in touch?27

Send personalised invitations with context28Grow your networkOn mobile:Start at the profile to ensure you have the option to create a personal message.

You can personalise the invitation message on Mobile too its just a bit hidden28

Your actions define how people perceive you

Your professional brand is not just your profile people might only look at that once. Its actually more influenced by how you act, how you engage, what you share. Are you a valuable connection?29

Your Professional Brand is defined by how you interact with people30Engage your networkLike, Share, CommentPost your own ContentPublish a Blog Post

Be active. When you Like/Comment/Share that engages your network. Share useful content that helps people, and shows you know your stuff, that you are on the ball, passion for your subject. People can look at your updates. And even more powerful write a blog post about your area of interest. Great way to enhance you brand and impress a recruiter / hiring manager.30

What you know31

The most relevant professional insights, news, knowledge and people

GroupsEmployersAlumniPulse

There are many ways for your to share what you know on LinkedIn, and to also learn from others who are sharing their expertise. We are going to dive deeper into 4 of these. 32

33Find and join GroupsParticipate in discussions related to your industry

Look for groups relating to your industry, function, and career interest then join a few to stay up to date on trending topics and news. Build a solid professional reputation by sharing your ideas and commenting on others posts and providing advice where appropriate. 33

34Finding the right GroupSearch for the right Groups for example Sector

Searching for relevant Groups e.g. Accountancy look for very active groups.When you look at a Group LinkedIn also recommends others in similar area.You can join up to 50 Groups being in many helps your networking. Also, Employers using the LinkedIn Recruiter platform, can search in relevant Groups so can help you be FOUND.Choose 2 or 3 to be active in.34

35Finding the right GroupDefinitely join your university Alumni Group

Find via your University Page on LinkedInAll members in shared Groups are considered part of your network you can view their full profiles.

And there are also University Groups seek to join your own University / School Students and Alumni Group. Real benefit to be networking with your own alumni (well see more on that in a moment)35

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Finding the right GroupGet your Group settings rightLook at Activity and Size but they are not always the best indicators of quality.A healthy group has frequent discussion topics, but remains focused on topic. Some private Groups are unlisted ask the right people for recommendations and invitations to the best groups

Sometimes you join a Group that is not adding value, or is getting junk, or is just not active. Well if this happens, just leave it and join another.Also, when you join always check your SETTINGS (top right, click i and then Your Settings) recommend adjusting the EMAIL settings you probably do not want a daily email from every Group you join!!! Weekly is probably best.36

37Find and Follow EmployersReceive the latest news, updates and opportunities from companies in which you are interested

Look for groups relating to your industry, function, and career interest then join a few to stay up to date on trending topics and news. Build a solid professional reputation by sharing your ideas and commenting on others posts and providing advice where appropriate. 37

Company mission, products and services

Company culture and employees skills

News about the company, industry and competitors

Information about the role search for members already in the job

Information about the person interviewing you38Research companies on LinkedInDo you feel an attraction? A connection?

Checking out Companies can help in several ways.Especially think about the PEOPLE who work there you can see the list and filter by keyword or job title. So look at people in jobs you aspire to be in yourself what are they doing? What skills have they got? Do they talk positively about their jobs and where they work? And even on the most basic level do they look friendly? Could you work with these people?

Or if you are heading for an interview for example, see if you can check out the person interviewing you good to know about them, good to see their photo so you can recognise them. And maybe something that can help with the new relationship e.g. they do Yoga!!

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What aboutJobs?

Lets take a look at Jobs on LinkedIn.39

40Your Profile is critical for quality matching again, think Keywords. Jobs on LinkedInRecommended job matches on your Home page

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41 Jobs on LinkedInFind the right jobs

You can search for jobs heres an example of some IBM jobs lets take a look at this graduate programme opportunity for 201641


You can search for jobs heres an example of some IBM jobs lets take a look at this graduate programme opportunity for 201642


You can search for jobs heres an example of some IBM jobs lets take a look at this graduate programme opportunity for 2016 Not only do you get the actual job information, but you can see information about who works there, or who is in your network (maybe a 2nd degree connection), plus other jobs / employers you might not have considered through People also viewed and Similar Jobs for example this Expedia opportunity43

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Build your knowledgeDiscover content that matters to you

Keep up to date on industry news and articles on LinkedIn that will make you better at the job you have now. 44

45Gain insights from top industry leaders

46Receive news and insights by following Channels

Take a look at alumni from your university

There are over 400m people on LinkedIn and many went to university and many to your own university. You can check out what people from your course did with their careers47

48Check out your University Page

49Your alumni dataStudy career paths | Identify contacts & mentors

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Adding filters for Sector, Company, Location, Skill

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Click to get career summary54Your alumni dataStudy career paths | Identify contacts & mentors

Shows mutual connections great for an introduction

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The top 5 things you should do now:

Complete and enhance your personal profile

Connect and grow your network

Join 2 or 3 relevant networking Groups

Follow companies, industries and people you are interested in and check out where you have alumni

Be an active collaborator share, update your status, discuss, postGIVE to your network.

So wrapping up the Top 5 things..55

56LinkedIn ResourcesLinkedIn Higher Education Resources hub: https://university.linkedin.com/

2015 LinkedIn Corporation. All Rights Reserved.

How to use Linkedin to improve your career?

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