HOW TO CREATE A GREAT LINKEDIN PROFILE: IMPRESS RECRUITERS & STRENGTHEN YOUR EXISTING BRAND

MARK ANDERSEN MARCH 6, 2014

AGENDA • Create a great LinkedIn profile that gets positive responses from recruiters and companies.

• Strengthen your personal branding: is your headline clearly communicating your brand?

• Exercise to find out

• Optimize ("SEO") your profile: keyword selection, natural use of keywords, connections, groups...

• Keyword part of exercise

• Avoid the cardinal sins of bad profile writing such as "Keyword stuffing", cliches etc.:

• Review of profile examples

• Test changes in your profile to increase your search results

• Understand what the "Skills and Expertise Endorsements" feature means for your personal branding

• What is it? How can it help or hurt your brand?

OUTCOMES • Understanding of how to create a great Linkedin profile

• Understanding key drivers of LinkedIn's algorithm

• Feedback on how your LinkedIn profile is currently perceived

• Your most important keywords

• Improved LinkedIn headline

HOW LINKEDIN HELPS MY CAREER

• Personal Branding: executives / clients viewing my profile...

• My professional database

• Last 2 VP of Marketing jobs I got: What resume? Only 20% on webinar have gotten a job/consulting project through LinkedIn, but that'll increase.

• How to impress recruiters: Following slides

HOW EXECUTIVE RECRUITERS IDENTIFY CANDIDATES

• They know what they're looking for based on the job requirements and company culture

• Scan for possible candidates: they're a fisherman & your profile is the bait

• Summary paragraph & clarity critical to break through. This is what separates the "A" players from the rest

• Don't: add too much info, repeat useless facts, use jargon/cliches ("think outside the box" etc)

• Remember to have to have your settings "open to receiving inMails"

• The ideal profile recruiters are looking for, but most don't have (a) Skill set that shows you have the relevant, excellent experience; (b) quality of the companies you've worked at; (c) history of success that communicates your personal achievement at your company; (d) progression of promotions in every company you've been at; (e) stability still matters

• Search mechanics recruiters use: Keywords, Experience, Title, Education, Radius

KEY DRIVERS OF LINKEDIN'S ALGORITHM (STATE SECRET)• Complete your profile!:

• Headline with targeted keywords

• Summary with targeted keywords

• List all jobs & descriptions you've had with targeted keywords

• Add a photo

• Include your education, postal code, industry

• 50 or more connections

• At least 5 skills (up to 50)

• LinkedIn rewards:

• Networks of connected people

• Value of a 1st level connection: your search lens

• Keyword-focused content:

• Don't just list your previous titles--list content from those jobs

• LinkedIn groups: Join Kellogg's, Northwestern's, affinity groups...

IMPORTANT DETAILS• Review of keyword stuffing example:

• A bad idea; effect on personal branding

• "Skills & Expertise" section

• How to manage it

• Importance of recommendations

• If you're doing a job search:

• Photos matter (beer)

• Follow companies to see relevant jobs: "similar Jobs"

• Using advanced search

• Turn off "Activity Alerts"

• Should you upgrade to Business account ($25/mo when paid monthly)?

• 3 inMails (can purchase separately)

• 15 introductions versus 5 with Basic

• See full profiles of 3rd degree and group connections (not just 2nd degree)

• More advanced search filters

"SEE HOW YOU STACK UP TO OTHER APPLICANTS": JOB SEEKER PREMIUM

• "The percentage rank provided is an estimate based on assumptions about profile info like experience & education, and how it likely relates to the posted job."

• Applications over time

• Who else is applying (anonymous)

• Seniority...

CREATING YOUR CUSTOMIZED URL / RESOURCES & TOOLS

• Create your customized url:

• Include in your email signature & on business cards

• http://help.linkedin.com/app/answers/detail/a_id/87

• Resources & tools:

• Listen to Matthew Temple's webinars on Kellogg site: career resources section

• http://talent.linkedin.com/blog/index.php/2013/07/how-to-create-an-effective-linkedin-profile/

• Lnkd.in/jobsearchchecklist2013

• Lnkd.in/jobsearchblogpostpacket

• CardMunch

• SlideShare

HOW TO GET INTRODUCED TO RECRUITERS, HIRING MANAGERS & CLIENTS • 4 steps to using LinkedIn for getting introduced for (a) business networking, (b) getting hired:

• Create an excellent profile achieving your goal.

• Send out your invites to build as many connections as possible.

• Create your short list of people you'd like to be introduced to.

• Send out introduction requests.

• To watch my video explaining these 4 Steps in greater detail go to: http://youtube.com/watch?v=wp6lusJtuRs

HEADLINE & KEYWORD EXERCISE: DO YOURSELF

• What is your headline goal?

• Your unique value proposition?

• What's your credible "wow." Don't exaggerate or be shy.

• What are the most important keywords I should be using naturally in my headline & throughout my profile?

• New headline:

GIVE PROFILE FEEDBACK TO OTHERS: EXERCISE

• What do you think my profile goal is (i.e., "find a marketing job in a startup...", "branding for my company"...)?

• What is my biggest area of expertise?

• How would you describe my personal brand in 1 sentence?

• Does my headline and summary clearly communicate what you think my brand is?

• If not, why not?

WRAP-UP / Q&A • You should have a much better understanding now of how your profile is perceived

• You should know your next steps to creating a great profile

• Download ebook (free for next 24 hours): I Got the Job! 8 Steps to Get Hired: www.Amazon.com/author/markandersen

• 1month free Job Seeker subscription from LinkedIn (only new subscribers are available): http://lnkd.in/jssfriendsandfamily2014

• Kellogg provides free coaching to alumni

• MarkAndersen@CareerNav.com

• Connect with me: linkedin.com/in/markdandersen

• @MarkAndersen

• Feedback for this workshop