Section 1

INTRODUCTION: PROFESSIONAL SOCIAL MEDIA

This study was designed to analyze step by step the evolving role of Linkedin and the growing importance of a social media presence. This study seeks to analyze these questions:

How does one establish a legitimate Linkedin presence?

How do recruiters utilize Linkedin, and what do they look for?

Why should one update their profile today?

BACKGROUND: LINKEDIN AND IT’S MISSION

Reid Hoffman started Linkedin in 2002; it was developed and launched by 2003. It is one of the largest online professional networking tools; with over 300 million members in over 200 countries around the globe. Their mission is to connect professionals all around the globe aiming to increase overall productivity and success. Linkedin allows users to gain immediate access to people, opportunities, and updates.

Society is rapidly evolving at the hand of technology. In the professional world, an online presence becomes increasingly important. Recruiters now use Linkedin as a necessary tool to look up/reference potential hires.

The original goal for Linkedin was developed for professionals to engage the community transnationally, and use their passions and skills to make an impact. LinkedIn creates equal economic opportunity by providing a network tool available to all corners of the globe (Fottrell, 2014).

Data from this report came from various sources including LinkedIn, Job Hunt, Statistica, Market Growth, and Time Magazine. These sources were able to provide statistics on recruiter use, candidate use, and the market growth and prevalence of LinkedIn in comparison to other social networks.

STATEMENT OF PROBLEM: INEFFECTIVE PROFILES

Many people do not know how to make the most effective Linkedin profile. LinkedIn is probably one of the most underestimated social media tools in the virtual realm. LinkedIn has over 101 million users including executives from every Fortune 500 Company (*****). However, regardless of these facts Linkedin remains underestimated and underused, particularly by those who need it the most, students. This report will show the methods and importance of making a detailed site.

SIGNFICANCE: GROWING MARKETS

Social media is becoming more and more eminent in todays technology driven society. Having a strong social media presence is crucial in today’s world. Linked in is one of the most prominent network tools for

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business professionals in the virtual field—knowing how to build an effective profile and utilize the networking potential Linkedin provides can make a huge difference in your professional career.

SCOPE: STATISTICS EVALUATION

The purpose of this report is to evaluate the statistics revolving Linkedin in order to illustrate the significance of the software itself, to establish what recruiters are looking for, to highlight what shouldn’t be included, and show the potential and opportunities a Linkedin can provide.

ORGANIZATION: OXFORD SANDWHICH

This report is organized in a concise informative manner with header format introducing each section. Each section in this report has an opening header followed by a sub header. It will show what employers are looking for in their candidates. It will also cover how to best represent your brand—this is significant to understand in a progressively technological world.

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Section 2

FINDINGS

A. MAKE A STATEMENT ON LINKEDIN

Adults on Social Media

The virtual realm has become an advantageous tool in both finding a job and finding an employee. According to Jobhunt.org 78% of recruiters have hired through a social network—Linkedin remaining the top tool for hiring by a large margin. Ways to attract recruiters on Linked in and what you need to do to establish a solid Linkedin presence:

Figure 1

PROPORTION OF ADULTS ON SOCIAL MEDIA

Source: Job Hunt, 2014

According to Jobhunt.org 94% of recruiters use LinkedIn as their social network to either recruit, reference, or check on potential talent. Compare that with the facts on how man adults are using social media and one can see the importance of having a prescreens in the virtual world. Though not as many adults are on LinkedIn, it is easily the most popular site for recruiters by far most for the following uses:

96% of social recruiter use LinkedIn to search for candidates 94% use LinkedIn to contact candidates 93% use LinkedIn to "keep tabs on" potential candidates 92% use LinkedIn to "vet candidates pre-interview" 91% posted jobs on LinkedIn

Source: Job hunt/social networking

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Age Relevance

In all these facts show the wide range of uses LinkedIn has in the world of business. Investing time in improving your social media presence can help you better your job search and career potential. The number of social media users has greatly increased over the last 10 years. This is important to understand in order to fully grasp the nature of virtual social networking:

Figure 2

AGES ON LINKEDIN

Source: Pew Research Center, 2014

In particular the age group of eighteen to about thirty has the highest increase in users from 2006-2008. In this two year span there is a particular spike of users. The work force becomes younger and younger throughout the years, and though now the majority of workers are 30+ years old eventually that is predicted to shift.

B. REASONS TO UPDATE YOUR LINKED IN TODAY

Job recruiters in contemporary business society screen potential candidates on Linkedin. Professionals use LinkedIn as a speedy way to explore networks and potential talent. With such a fast passed screening it is important to have a complete and up to date Linkedin profile.

Contemporary Society

Keywords, not buzzwords are what get a hiring manager’s attention. There are 277 million users on LinkedIn and many are competing for the same jobs and it is important to understand how recruiters filter through profiles:

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Figure 3

VIRTUAL JOB SCREENING PROCESS

Source: Marketwatch

According to Caroline Levine author of a Time magazine article 73% of employers plan to increase there spending on social media recruiting and referrals. So essentially if employers are spending big funds on social networks then job seekers need to network on and offline. Equal amounts off time need to be distributed between physically searches for jobs and updating your profile, and networking with an active presence online.

Recruiters

Recruiters look for a profile that is completed: a professional photo, a headline, detailed summary, unique and useful skills, detailed and connected job history, ect. In addition to avoid being ignored by recruiters—joining groups can help to stay up to date with trends and classifications.

One of the best tips for a LinkedIn profile is to have it connected to an email checked regularly. A recruiter may loose interest if she/he hears back several weeks after the initial message. The number of candidates and recruiters moves positively foreword at an unhulling pace, below are the numbers illustrating the growth in recruiter use:

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Figure 4

NUMBER OF RECRUITERS

Source: Job Hunt

According to Caroline Levine “93% of recruiters will review a candidates social profile before making a final decision and 55% of recruiters have reconsidered a candidate based on what they saw on social media. Staying active and present on social media—posting relative information for your field or industry can help both the user and recruiter.

Virtual Tools

Linkedin is not the only social media tool used to screen candidates; Facebook and twitter are also used. However when it comes to professionalism there is a large margin in users of LinkedIn compared to other networks:

Figure 5

SPREAD OF VIRTUAL OUTLETS

Source: Time Magazine, Article on Money and Social Media 2014

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When it comes to Social Networks used by recruiters for hiring, 92% of recruiters use LinkedIn, 24% used Facebook, and 14% use twitter. Though other social networks are used, LinkedIn leads with a large margin. Facebook and twitter are mostly use as a screening tool in order to validate the integrity of a candidate.

C. REDEFINE VIRTUAL NETWORKING

Fundamental Tool

LinkedIn has grown significantly throughout the years, expanding in influence and prominence in the professional world. This timeline displays the growth of LinkedIn users in increments of millions from the first quarter of 2009 to the 4th quarter of 2014. LinkedIn’s growth accelerated at an enormous rate, its membership alone increased from 296 million to 313 million, that is a difference of 7 million. Chief Executive Jeff Weiner said that he hopes the new program will “usher in an era of social selling,” which he describes as the use of social media by sales people to find potential buyers. The company will continue to peruse new markets and fields and tap into even larger numbers:

Figure 6

LINKEDIN GROWTH IN QUARTERS

Source: Statistics on LinkedIn from Statistica, 2014

LinkedIn fills a needed void, until LinkedIn’s launch, the majority of social networks were geared towards connecting friends and lovers. Co-founder Mr. Guericke explains:

“There was an imbalance among those looking for jobs and those looking to hire, and between those with money to invest and those seeking funding. As a result, these kinds of people built screens around them and used trusted contacts as filters before communicating with others.”

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LinkedIn was developed on May 5th 2003, after even the first week the site already had close to 12.k users. LinkedIn then grew from as few as 20 signups a day to where they are today, with a publically traded company and a market cap of about 18 billion, a network of more than 225 million from 200 countries (Brown, Morgan.)

D. RECRUITERS WANT TECH-SAVEY EMPLOYEES

Linkedin has become an essential branding tool. It has never been more important to build and maintain a great a Linkedin presence. Recruiters treat LinkedIn as a quasi-speed dating database in which they quickly scan over hundreds of potentials, thus with the numbers against a single candidate it is important to make one’s profile shine.

LinkedIn Profile

For most candidates, LinkedIn is not completed and does not reach it’s full potential. Using specific key words, good photos, story telling resume, and staying active on the site can really improve a candidates chances in landing a good job or expanding beneficial professional networks. Here are 5 ways that you can improve you LinkedIn profile:

Figure 7

BUILDING A PROFESSIONAL VIRTUAL PROFILE IN 5 STEPS

Source: SocialOgilvy on Social Living

Keywords

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Keywords can make or break a profile. It is important to avoid using overused words as the core of your talent section—such as “creative” or “responsible.” Search engines play a big role on the scoping of talent, having key words entwined in a profile can help a candidate get noticed.

Image

A profile should sound organic, in fact a Linkedin headline should carry a value proposition, or in other words a “so what”. Specific words and phrases set a candidate apart from the competition.

Tells a Story

Professional backgrounds should avoid a fragmented timeline, instead a candidate must strive to tell a story in order to better connect and cause understanding to the recruiter. A story reveals skill development, ability to learn and improve, and career aim.

Photo

A candidates LinkedIn photo should be professional and portray the career’s ultimate aim:

Figure 8

PROFESSIONAL LINKEDIN PROFILE PICTURE

Source: LinkedIn Profile

Jeff Weiner, Co-Founder of LinkedIn’s profile picture is professional quality, good lighting. The image contains no distracting objects and has proper lighting and good facial expressions. Compare this with a bad LinkedIn profile picture:

Figure 9

UNPROFESSIONAL LINKEDIN PROFILE PICTURE

Source: LinkedIn Profile

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This image demonstrates unprofessionalism; it has poor quality and displays a person in poor judgment. Profile pictures are often the first encounter a recruiter has with a candidate, a first impression per say—thus LinkedIn profile pictures should demonstrate a smile of friendliness, confidence, and maturity.

Link Power

A polished LinkedIn is the virtual equivalent of a business card with a career summary on the back.

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Section 3

SUMMARY, CONCLUSIONS, AND RECONMENDATIONS

A. SUMMARY OF PROBLEMS AND PROCEDURES

The main problem of this report is the ability to access and utilize information that will aid in the creation and preservation of a solid LinkedIn profile. Many sources contained data that was outdated—as technology changes at rapid paces. In addition sources often gave vague statistics without in depth analysis or follow up information. Paraphrased information is difficult for analyzing LinkedIn strategies and significances.

B. SUMMARY OF FINDINGS

The discoveries of this report are focused on the development of LinkedIn as a relevant tool in the professional world and the accompanying importance of virtual presence. There are many statistics illustrating the importance of LinkedIn, the amount of recruiters and candidates that benefit yearly and that can benefit. IN addition there are detailed steps in how to avoid getting screened by recruiters, or simply blending in with the masses by hyping up one’s profile.

C. CONCLUSIONS

LinkedIn is the leading professional social networking tool in the market, everyone from McDonalds to executives from Fortune 500 companies are on and active on the site. Both recruiters and candidates can benefit from a strong virtual presence. Tools such as paying attention to how image is represented and staying active on LinkedIn can influence the trajectory of an individual’s professional ability.

D. RECOMMENDATIONS

LinkedIn is more than not left incomplete by users across the board. In order to receive it full potential users should aim to stay active—to post, connect, join groups, network, and evolve. By making simple adjustments, such as editing a headline or connecting LinkedIn to the most used email can be an immense difference. According to LinkedIn “profiles that are 100% complete receive 40x more job and business opportunities. So to avoid being passed over by recruiters and opportunities—LinkedIn should be used as a story telling, evolving, dynamic, resume that can illustrate all the amazing qualities a candidate may have to offer.

Section 4

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REFERENCES

WORKS CITED

Brown, Morgan S. "LinkedIn Growth Engine: The Never Ending Viral Loop." Growth Hackers. N.p., 7 Feb. 2014. Web. 6 Apr. 2015. <https://growthhackers.com/companies/linkedin/>.

Ceniza-Levine, Caroline. "How Recruiters Are Using Social Media—and What It Means for You." Time Inc 10 Dec. 2014: n. pag. Print.

Fottrell, Quentin. "How job recruiters screen you on LinkedIn." Market Watch. N.p., 4 May 2014. Web. 6 Apr. 2015. <http://www.marketwatch.com/story/ how-recruiters-screen-you-on-linkedin-2014-05-02>.

Joyce, Susan P. "Guide to Using LinkedIn for Job Search." Job Hunt. N.p., 15 June 2014. Web. 6 Apr. 2015. <http://www.job-hunt.org/social-networking/LinkedIn-job-search/LinkedIn-job-search.shtml>.

Rodriguez, Nando. "5 Ways to Make Your LinkedIn Profile Irresistible." Social Thinking. Social Values Oglivy, 27 Mar. 2013. Web. 6 Apr. 2015. <https://social.ogilvy.com/5-ways-to-make-your-linkedin-profile-irresistible/>.

"Social Networking Fact Sheet." Pew Research Center. N.p., 2014. Web. 7 Apr. 2015. <http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/>.

Statistics: Numbers of LinkedIn members." The Statistics Portal. N.p., 2 Jan. 2015. Web. 6 Apr. 2015. <http://www.statista.com/statistics/274050/quarterly-numbers-of-linkedin-members/>.

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APPENDIX

Additional Information:

Section A

COMPANY MARKET GROWTH:

Company Information: https://press.linkedin.com/about-linkedin

LinkedIn facts and Stats: http://wersm.com/top-linkedin-facts-and-stats-infographic/

LinkedIn Market Shares: http://www.businessinsider.com/linkedin-ceo-jeff-weiner-talks-about-leadership-2012-9

Section B

ENDORCEMENTS:

Fortune 500 Top Social Media: http://www.umassd.edu/cmr/socialmediaresearch/2014fortune500andsocialmedia/

Forbes Magazine LinkedIn: https://www.linkedin.com/company/forbes-magazine

Business Success: https://www.linkedin.com/company/forbes-magazine

Section C

SOCIAL MEDIA DYNAMIC ROLE:

Role of Social Media: http://www.forbes.com/sites/moneywisewomen/2012/08/08/the-developing-role-of-social-media-in-the-modern-business-world/

Social Recruiting Survey:https://www.jobvite.com/wp-content/uploads/2014/10/Jobvite_SocialRecruiting_Survey2014.pdf

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