Using LinkedIn for Personal Branding

Laura Wiegert, Marketing Director, Investors Community Bank

What is personal branding?

• How you are positioned in others’ minds• Sets you apart--distinguishes you from the

crowd …your individuality and unique strengths• It’s about creating your story, living your story,

and telling the story

Why is it important?

• Positions you as the go-to person in your niche or industry

• Builds credibility• Builds connections• Showcases expertise• = Sales, new job, promotion, money• It’s transferrable

Think

What is LinkedIn?

• B2B social networking platform• The world's largest professional network• Specifically for the business community to

establish networks of people they know and trust professionally

Why important in general

• Only (viable) B2B platform• 300 million + users• Networking• Job seeking• Sales• Branding

Why is LI important for personal branding?

• Hub of professional online ID • Searchable• 24/7 billboard about you• Personal web site/blog, complete with portfolio• Thought leadership platform• OPPORTUNITY!

Why is LI important for personal branding?

Allows you to create a profile that answers questions about your personal brand• Who you are• What you do• What can you do for them? Prove it!• Who can verify this?

HOW?1. A Professional Profile Photo 2. A Concise, Impactful Profile Headline3. A Well Written / Developed Summary4. Recommendations / Endorsements5. Involvement in LinkedIn Groups6. Thoughtful posts7. Publishing

1. Your profile photo

• Professional head shot • Not a company logo• Recent• No other people, kids, pets or

props• This is your first impression…

make it good!• Use same pic for other

business channels to enhance your brand

• HAVE ONE! (7x more likely to be viewed)

1. Your profile photo

2. Profile Headline

• 1st piece of info users see in a search in addition to name

• List official title so can ID role• 120 characters … use them• Keywords • Clear, confident and searchable terms• Short version of your story• The debate …

3. Profile Summary

• Opportunity to tell personal brand story in a way that matters.

• Like a 1:1 conversation• Paint a picture of who you

are. • NOT a resume

3. Profile Summary

• Expand on your professional headline and support it

• Highlight strengths and accomplishment• What separates you from others?• Not just skills and experience but your

approach and philosophy• KEYWORDS

4. Recommendations

• Ideal 2-3 for each job

• Only part not written by you

• Verifies credibility• Ask for them!

4. Recommendations

Skills Endorsements

5. Groups

• Create connections and discussions among professionals with common interests

• Find one(s) appropriate for your niche and brand• Participate! Build credibility, expertise• Ask questions; answer questions; share articles• Oct. 14 all groups become private

6. Posts

6. Posts

• Make a thoughtful post relevant to your personal brand

• Quote, congratulations, infographic

6. Posts

• Share an article and add your own comment

6. Posts

Like, comment on or share someone else's’ post• Support a customer/connection• Endorse another thought leader• Agree with industry ideas• Show your insight

7. Publishing

7. Publishing

• Micro blog• Vehicle to create content quickly• Share industry thoughts• Showcase knowledge• Possible wider audience • Content is king!

Other

• Have as complete a profile as possible – be an all star!

• Can rearrange your profile• Add samples – video, audio,

documents and slide shows can all be imported into your profile

Make your profile easy to find

• SEO (keywords)• Claim vanity URL• Put badge on web site (links

to profile)• Include link in email

signature• Print URL on business cards

3 Rs of building your personal brand on Linked In

• Respond: be timely• Relate: share and participate• Reciprocate: quid pro quo

Questions?