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CCST Session 1:

LinkedIn Part 1

Work with Story-Based Deliverables and

Create a LinkedIn Profile

Today: Headline and Summary

LinkedIn Changes

Constantly

Resources for Platform

Jason Alba is working on a new edition of

I’m on LinkedIn, Now What?

Sue Ellson is a LinkedIn consultant who’s

written concise summary of changes:

http://bit.ly/2lNAIUA

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Importance of

Communicating

Client Value Never Changes

Branded Source Material

for LinkedIn Profiles

• Brand Map

• Story-Based Resume

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First Decision

of LinkedIn Profile:

Stealth or Not

First Decision

of LinkedIn Profile:

Active vs. Passive

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What does a

stealth profile look like?

Stealth Example

Stealth Example

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Stealth Example

Key With Stealth Profiles:

Decide on an Audience

Arlene’s Headline

(Brand-Heavy)

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SEO-Heavy Headline

SEO/Brand

Balanced Headline

Summaries

Require

a Hook

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Hook from Client’s Life

Representative Quote Hook

Unconventional Hook

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Arlene’s Hook

(She’s between passive/active)

Character Limits

(~170 preview, 2K total)

Don’t linger on the hook. Add data ASAP.

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Call to Action and Name

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CCST Session 1:

LinkedIn Part 1

Assignment:

Based on your client’s materials or our my

examples, prepare a headline and

summary.

Assignment:

Summary should have:

Stealth or No Stealth Decision

Hook

Data

Call to Action