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Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop
This document provides tips for crafting an effective LinkedIn profile and online personal brand to help one become a great job candidate. It discusses how recruiters now extensively search for candidates online and the importance of optimizing one's LinkedIn profile and online presence through keywords, a professional photo, and other tactics. Specifically, it recommends five key actions for LinkedIn profiles: walking through the "Improve your profile" section, beefing up your headline, claiming your name, selecting the best photo, and scrutinizing your public profile and settings.
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Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop
- 1. Cra$ing an Effec-ve LinkedIn Profile and other cri-cal techniques for being a great job candidate online
- 2. Our Agenda • How recruiters search for people online • Prac-cal -ps for cra$ing your career profile: • Cra$ing a resume to be read best by a machine • Crea-ng your personal brand online – Top five ac-ons to take on LinkedIn – Top ten phrases to avoid on LinkedIn – Minding the edges of social media
- 3. HOW RECRUITING HAS SHIFTED Well-‐armed is well-‐aimed
- 4. So$ware: the new invasive species
- 5. Since 2008 there has been substan-ve change in recrui-ng… yet not. “Direct personal contact with real people is to be the most successful way to find new employment.” “Younger people some-mes expect to solve the whole thing online, and this some-mes works, but real people reaching out to real people always proves to be the best way.” Source: 2012 Right Management Survey
- 6. Social recrui-ng: the new norm BENEFITS REVIEW SOCIAL PROFILES? Source: Jobvite 2012 social recrui;ng survey
- 7. LinkedIn’s business focus: HR tools, training job recruiters
- 8. Learning about LinkedIn from LinkedIn Great resource!
- 9. What can we glean from LinkedIn’s advice to recruiters?
- 10. Check out Talent Pools Source: Slideshare LinkedIn Talent Pools Consumer Goods Marke<ng Professionals Talent Pool Report
- 11. Ques-ons so far? How can we take what we know about the HR recrui;ng process and apply it to our job quests?
- 12. “PASSIVE” JOB SEEKERS PREFERRED For recrui-ng professionals…
- 13. As jobs become more compe--ve: Source: Jobvite 2012 social recrui;ng survey
- 14. 60% employees are considered “passive” candidates by HR Source: 2010 Adler Group, LinkedIn Recruitment Team
- 15. ~70% of ac;ve job seekers have <5 years experience Source: 2010 Adler Group, LinkedIn Recruitment Team
- 16. As we get more established in our careers we tend to look more “passive” Source: 2010 Adler Group, LinkedIn Recruitment Team
- 17. Job sa-sfac-on is generally higher in more “passive” employees Source: 2010 Adler Group, LinkedIn Recruitment Team
- 18. What if you’ve not worked in awhile? • Over 70% of hiring managers surveyed by LinkedIn said they considered volunteer work as legi-mate work experience • Show your enthusiasm, exper-se, energy through your photo, your recommenda-ons and your regular status updates on LinkedIn
- 19. KEYWORDS ARE YOUR NEW BEST FRIENDS First, you have to be found…
- 20. Machines are… well, machines • Keywords are cri-cal: – In your resume – In your profile, headline and content on LinkedIn • Keywords should match your ‘perfect job’ – Always choose keywords based on fact – But make allowances for other job possibili-es
- 21. Anatomy of a resume to a machine
- 22. What’s ‘seen’ by machines
- 24. How will you re-‐cra$ your resume? Embrace simplicity, avoid buzzwords
- 25. AND A VERY IMPORTANT SETTING Five most important things to do to improve your LinkedIn profile
- 26. Sekngs: Your LinkedIn Publicity / Privacy Hub
- 27. Choose your broadcasts carefully
- 28. #1: Walk through ‘Improve your profile’
- 29. #2: Beef up your headline
- 30. #3: Claim your name
- 31. This is your professional brand…
- 32. #4: Select your best photo Your photo is cri-cal to your profile – “You’re seven <mes more likely to have your profile viewed if you have one. Like a house that’s on sale, the assump-on is that if there’s no photo, something’s wrong.” – HSN Beauty found that, when paging through LinkedIn profiles, 19% of recruiters look only at your profile picture. • And they’re looking for your energy, more than anything… – “No dog, no husband, no baby!” Your photo is meant to show you at your professional—not personal—best. Source: Forbes 8 Mistakes You Should Never Make on LinkedIn
- 33. Which is the best/worst profile photo? Source: newsle.com
- 34. #5: Scru-nize your public profile
- 35. Don’t like who shows up on your public profile?
- 36. #6: Use job descrip-ons for good keywords • Based on this job descrip-on, you might use: – Public rela-ons – Media rela-ons – Corporate communica-ons strategy – Worked with execu-ve team – Built internal communica-ons campaigns – Developed external communica-ons strategy – Internal communica-ons strategy – Implements communica-on tools
- 37. Then check your endorsements: How would you measure up as a candidate?
- 38. Use first person “I managed… I drove…” as you write your profile • Sprinkle your profile with appropriate keywords – Don’t forget it’s how you’ll be found • Use numeric examples – Increased leads by 1150% y/y • Show your style – sparingly, but show it – This is your first impression, let your personality shine through • Break up long paragraphs with bullets – People have very short aten-on spans – Some folks prefer to scan for content – don’t make anyone work too hard • NEVER claim exper-se or experience that you can’t back up with facts
- 39. Top 10 phrases to avoid on LinkedIn 1. Crea-ve 2. Organiza-onal 3. Effec-ve 4. Mo-vated 5. Extensive exper-se • Bonus! – Social Media Expert 6. Track Record 7. Innova-ve 8. Responsible 9. Analy-cal 10. Problem solving Show… don’t tell
- 40. How do you feel so far? Have you gathered an ac;on plan for your profile at this point?
- 41. Cura-ng endorsements, recommenda-ons • Todd Wasserman, marke-ng editor for digital newsblog Mashable, calls endorsements a Facebook “Like” for business skills • Recommenda-ons are a whole new level of engagement – a comment instead of a “Like”
- 42. Endorsements should tell YOUR story • You don’t automa-cally have to accept every endorsement – Especially true when you’re endorsed for "skills and exper-se" that aren’t on your LinkedIn profile – Those you may not be interested in developing on your next job • Accept only those that bring you alive • My bad!
- 43. How to hide an endorsement • Go to Edit Profile • Scroll to in the Skills and Exper;se sec-on of your LinkedIn profile • Find the skill and uncheck the box(es) for endorsements you want to hide • Between 12-‐15 skills are recommended
- 44. If you ask for a recommenda-on, give one back! • It’s fine to ask for writen recommenda-ons – AZer you’ve been connected for awhile – When the person you’re asking knows you • It’s best to dra$ up a proposed recommenda-on with the request – PR people make up quotes for approval all the -me – It saves your prospec-ve recommender valuable -me • Offer a recommenda-on in return – It’s very poor form not to offer or return the favor – This is a personal gripe (it happens to me all the -me)
- 45. It takes at least 50 connec;ons: Always customize your connec-on requests
- 46. People love helping people Ask your trusted connec;ons for help in rounding out your profile, offer your help back
- 47. EXAMPLES OF SCINTILLATING PROFILES In case of inspira-on!
- 48. LinkedIn Profile Examples Source: rocktheworldbook.com
- 49. Easy to read Scannable, with links for reference Side interests round out the person
- 50. Easy to read Promo-onal – you can tell he’s in sales Presents credibility in awards, etc.
- 51. Easy to read Quan-fies chops with links Shows a sense of humor
- 52. Con-nues with brilliant example of keywords in the profile!
- 53. MINDING THE EDGES Don’t let the rest of your social profiles pull you down
- 54. Google yourself once in awhile
- 55. Since I last gave this presenta-on
- 56. Your photos and tone are important • Many recruiters will review your social profiles – Most hiring managers (and poten-al employees) will absolutely look you up REVIEW SOCIAL PROFILES?
- 57. Brand yourself appropriately • Tweet about your passions, your interests, your areas of job growth • ReTweet smart content • Review your pages regularly • Google+ is growing in importance for search results and authen-ca-on
- 58. Facebook: when in doubt, don’t Period.
- 59. When in doubt… don’t
- 60. Ready to kick your profile into gear? Thank you! @janetleejohnson LinkedIn.com/in/janetleejohnson
- 61. Addi-onal Resources • htp://mashable.com/2013/04/13/linkedin-‐profile-‐-ps/ • htp://www.rocktheworldbook.com/extras/contest • htp://www.wired.com/business/2013/04/the-‐real-‐reason-‐ you-‐should-‐care-‐about-‐linkedin/ • htp://topdogsocialmedia.com/linkedin-‐marke-ng-‐ infographic/