crafting an effective social profile
TRANSCRIPT
Cra$ing a Effec-ve LinkedIn Profile
and other cri-cal techniques for being a great job candidate online
Our Agenda
• How recrui-ng has changed – Upping the odds of making it through the screen
• Prac-cal -ps for cra$ing your career profile: – Cra$ing a resume to be read best by a machine – Crea-ng your personal brand on LinkedIn
• Top 10 ac-ons to take on LinkedIn • Top 10 phrases to avoid on LinkedIn • Minding the edges of social media
WHO’S HEARD OF AMY CUDDY? BUT! Before we get started…
Harvard Social Psychologist 2nd most watched TED talk of all -me
Source: Amy Cuddy: Your Body Language Shapes Who You Are – TED Talk
Tiny Tweaks à Big Changes
Source: Amy Cuddy: Your Body Language Shapes Who You Are – TED Talk
HOW RECRUITING HAS CHANGED Well-‐armed is well-‐aimed
Most I know of recrui-ng comes from LinkedIn
Great resource!
Job #1: Learn to write for a machine to get through the screen
Source: LinkedIn 12 Tips to Build a Stunning Talent Pipeline
Explore “Talent Pool” Reports for keywords:
Understand how recruiters search And Pepper Your Profile with Appropriate Keywords
Leverage LinkedIn’s advice to recruiters
Career management is “new norm”
Source: LinkedIn Talent Trends 2014
Ques-ons so far?
How can we take what we know about the HR recruiKng process and apply it to our job quests?
Source: DC Comics’ Wonder Woman
“PASSIVE” JOB SEEKERS PREFERRED The Jobs Marketplace: for recrui-ng professionals…
When jobs are more compe--ve:
Source: Jobvite 2012 social recruiKng survey
75% of employees are considered “passive” candidates by HR
Sources: LinkedIn Talent Trends 2014 *2010 Adler Group, LinkedIn Recruitment Team
Up from 60%* in 2010
Passive candidates more experienced
Source: 2010 Adler Group, LinkedIn Recruitment Team
Passive candidates more sa-sfied
Source: LinkedIn Talent Trends 2014
WHAT IF I’VE BEEN OUT OF WORK FOR AWHILE?
Addressing a big ques-on
Muster enthusiasm and drive… be honest
• Once you get an interview, hit the ques-on head on – before they get to it – then move on Describe, honestly, your -me off
What did you learn? What did you gain? How did you spend your -me? Did you volunteer in your area of exper-se? Did you recharge? Travel?
• Over 70% of hiring managers surveyed by LinkedIn said they considered volunteer work as legi-mate work experience
Ques-ons so far?
If “passive” candidates are more experienced and happy, how do you leverage those traits,
even if you’re acKvely searching?
KEYWORDS ARE YOUR NEW BEST FRIENDS
How to make sure you’ll be found…
Machines are… well, machines
• Keywords are cri-cal: – In your resume – In your profile, headline and skills on LinkedIn
• Keywords should match your ‘perfect job’ – Always choose keywords based on fact – But make allowances for other job possibili-es
• Let’s look at resumes and machines…
What’s ‘seen’ by machines
How will you re-‐cra$ your resume?
Embrace simplicity, avoid buzzwords But do use keywords
AND A VERY IMPORTANT SETTING 10 most important things to do to improve your LinkedIn profile
Seengs: Your LinkedIn Publicity / Privacy Hub
Seengs: Choose your broadcasts carefully
#1: Walk through ‘Improve/Complete your profile’
#2: Beef up your headline
#3: Claim your name
This is your professional brand…
#4: Select your best photo
Your photo is cri-cal to your profile – “You’re seven Dmes 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
Which is the best/worst profile photo?
Source: newsle.com
#5: Scru-nize your public profile
Don’t like who shows up on your public profile?
#6: Use job descrip-ons to find 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
LinkedIn Premium Job Seekers can help
Then check your endorsements: How would you measure up as a
candidate?
#7: Use first person, ac-ve words 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 apen-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
Top 10 phrases to avoid on LinkedIn
I haz shame
Fix it! But don’t denude it
How do you feel so far?
Have you gathered an acKon plan for your profile at this point?
#8: Curate endorsements, recommenda-ons
• Endorsements: a Facebook-‐ish “Like” for business skills… BUT, they’re important profile keywords
• Recommenda-ons are a whole new level of engagement – a “Comment” instead of a “Like”
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
Accept only those that bring you alive… or apract your new job
I haz more shame!
How to hide an endorsement
• Go to Edit Profile • Scroll to in the Skills and
ExperKse sec-on of your LinkedIn profile
• Find the skill and uncheck the box(es) for endorsements you want to hide (like Beer)
• 25 keywords (I mean skills) are generally available
#9: If you ask for a recommenda-on, give one back!
• It’s fine to ask for wripen recommenda-ons – Acer 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 too o$en)
#10: Always customize your connec-on requests
People love helping people
Ask your trusted connecKons for help in rounding out your profile, offer your help back
EXAMPLES OF STRONG LINKEDIN PROFILES
In case of inspira-on!
LinkedIn Profile Examples
Source: rocktheworldbook.com
Easy to read Scannable, with links for reference Side interests round out the person
Easy to read Promo-onal – you can tell he’s in sales Presents credibility in awards, etc.
Easy to read Quan-fies chops with links Shows a sense of humor
Con-nues with brilliant example of keywords in the profile!
MINDING THE EDGES Don’t let the rest of your social profiles pull you down
Google yourself once in awhile
Since I last gave this presenta-on
Your social profiles are important
• Some recruiters will review your social profiles Most hiring managers (and poten-al employees) will absolutely look you up
REVIEW SOCIAL PROFILES?
Twiper: brand yourself appropriately
• Tweet about your passions, your interests, your areas of job growth
• RT smart content • Have conversa-ons • Review your pages
regularly • Be interes-ng or
funny or smart … be true to you
Facebook: when in doubt, don’t
Period.
Ready to kick your profile into gear?
Thank you! @janetleejohnson
LinkedIn.com/in/janetleejohnson
Addi-onal Resources • hpp://www.ted.com/talks/
amy_cuddy_your_body_language_shapes_who_you_are?language=en
• hpp://mashable.com/2013/04/13/linkedin-‐profile-‐-ps/ • hpp://www.wired.com/business/2013/04/the-‐real-‐reason-‐
you-‐should-‐care-‐about-‐linkedin/ • hpp://www.forbes.com/sites/williamarruda/2014/03/04/22-‐
linkedin-‐secrets-‐linkedin-‐wont-‐tell-‐you/