linkedin for personal branding - step-by-step guide

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September 2012

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Training presentation used for the New Entrepreneurs Foundation. Step-by-step guide on how to make your LinkedIn profile better.

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Page 1: LinkedIn for Personal Branding - Step-by-Step guide

September 2012

Page 2: LinkedIn for Personal Branding - Step-by-Step guide
Page 3: LinkedIn for Personal Branding - Step-by-Step guide

Personal Branding – What For?

Page 4: LinkedIn for Personal Branding - Step-by-Step guide

Manage reputational risk◦ Check what Google has to say about you.◦ Protect your Facebook profile◦ Separate your private Twitter from your professional one◦Hide/Delete your teenage mistakes (Myspace, blogs,

Flickr…)

Page 5: LinkedIn for Personal Branding - Step-by-Step guide

Manage reputational risk Showcase who you are and what you want:◦ Background◦ Skills◦ Passion◦ Projects..

Page 6: LinkedIn for Personal Branding - Step-by-Step guide

Manage reputational risk Showcase who you are and what you want Create your network:◦ Partners◦ Investors, Business Angels◦ Talents◦ Advisors◦ Suppliers, distributors, leads…

Page 7: LinkedIn for Personal Branding - Step-by-Step guide

Manage reputational risk Showcase who you are and what you want Create your network: Spot opportunities Develop your team Launch your product

Page 8: LinkedIn for Personal Branding - Step-by-Step guide

Personal Branding

Page 9: LinkedIn for Personal Branding - Step-by-Step guide
Page 10: LinkedIn for Personal Branding - Step-by-Step guide

On the top left, click “Profile” > “Edit Profile”

Click “Edit Photo”

Upload a professional looking picture.

Make your picture visible to everyone

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Adding a Linkedin Profile picture

Adding a Linkedin Profile picture

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Page 11: LinkedIn for Personal Branding - Step-by-Step guide

Increase your “1st second” visibility

On the top left, click “Profile” > “Edit Profile”

Click “Edit” next to your name

Choose to display your full name

Indicate (include keywords)-Job Title-Company-Company’s tagline

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Optimise Your Professional Headline

Optimise Your Professional Headline

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Page 12: LinkedIn for Personal Branding - Step-by-Step guide

On the top left, click “Profile” > “Edit Profile”

Click “Education”

Click on “Add a school”

Add as much relevant info as possible. (including keywords)

Repeat until you’ve got 3 entries

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Adding your EducationAdding your Education11

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Page 13: LinkedIn for Personal Branding - Step-by-Step guide

On the top left, click “Profile” > “Edit Profile”

Click on “Previous”

Click on “Add a position”

Add as much relevant info as possible. (including precise job description and keywords)

Repeat until you’ve got 3 entries

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Adding your ExperienceAdding your Experience11

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Page 14: LinkedIn for Personal Branding - Step-by-Step guide

On the top left, click “Profile” > “Edit Profile”

Click “Edit” next to Summary

Write a 3-part summary (including keywords)-About You-About Your Company-About current Projects

Add up to 50 specialities. Include everything you’re good at.

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Adding your ExperienceAdding your Experience11

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Page 15: LinkedIn for Personal Branding - Step-by-Step guide

On the top left, click “Profile” > “Edit Profile”

Click on “Edit” next to your URL

Scroll Down and click on “Customise your profile URL”

Set your custom URL “/firstnamelastname” if possible

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Optimise your URLOptimise your URL11

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Page 16: LinkedIn for Personal Branding - Step-by-Step guide

On the top left, click “Profile” > “Edit Profile”

Click on “Edit Contact Info”

Click “Edit” next to websites

Select “Other” in the drop-down menu and give a title to the website you are linking to. Add the URL.

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Optimise your Website linksOptimise your Website links11

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Page 17: LinkedIn for Personal Branding - Step-by-Step guide

On the top left, click “Profile” > “Edit Profile”

Click on “Edit Contact Info”

Click “Edit” next to Twitter

Select “Add a Twitter Account”

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Optimise your Website linksOptimise your Website links11

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Page 18: LinkedIn for Personal Branding - Step-by-Step guide

On the top left, click “Profile” > “Edit Profile”

Click “Add Sections” below your profile and select Skills

Add up to 50 skills (include keywords)

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Adding your ExperienceAdding your Experience11

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Page 19: LinkedIn for Personal Branding - Step-by-Step guide

On the top left, click “Profile” > “Edit Profile”

Click “Add Sections” below your profile and select Skills

Select the relevant Section you want to add.

Add relevant information

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Adding your ExperienceAdding your Experience11

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Page 20: LinkedIn for Personal Branding - Step-by-Step guide

Click “More” on the Home Page tab then “Get More Applications”

Select the right Application for the type of content you’d like to showcase

-Slideshare for presentations-Wordpress for your blog-Box for other files-Events…

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Adding your ExperienceAdding your Experience11

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Page 21: LinkedIn for Personal Branding - Step-by-Step guide

Build Up Visibility

Page 22: LinkedIn for Personal Branding - Step-by-Step guide

On the top left, click “Profile” > “Edit Profile”

Click on “Edit” next to your URL

Select “Make my public profile visible to everyone”

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Profile VisibilityProfile Visibility11

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Page 23: LinkedIn for Personal Branding - Step-by-Step guide

Click “Settings” under your name.

Under “Privacy Controls”, select “Turn on/off your activity broadcast”

Tick the box

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Activity BroadcastActivity Broadcast11

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Page 24: LinkedIn for Personal Branding - Step-by-Step guide

On the Home Page, click “Settings” under your name

Click “Settings” under your name.

Under “Privacy Controls”, select “Select who can see your activity feed”

Select “Everyone”

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Activity FeedActivity Feed11

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Page 25: LinkedIn for Personal Branding - Step-by-Step guide

On the Home Page, click “Settings” under your name

Click “Settings” under your name.

Under “Privacy Controls”, select “select what others see when you’ve viewed their profile”

Select “Name and Headline”

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Activity FeedActivity Feed11

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Page 26: LinkedIn for Personal Branding - Step-by-Step guide

On the Home Page, click “Settings” under your name

Click “Settings” under your name.

Under “Privacy Controls”, select “who can see your connections”

Select “Your Connections”

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Activity FeedActivity Feed11

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Page 27: LinkedIn for Personal Branding - Step-by-Step guide

Best Practices

Page 28: LinkedIn for Personal Branding - Step-by-Step guide

Use the People Search

Click - Connect

Personalise your invitation

Send InvitationsSend Invitations

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Page 29: LinkedIn for Personal Branding - Step-by-Step guide

Go to your Inbox

Accept or ignore Invitations

Respond to messages

Respond & Accept InvitationsRespond & Accept Invitations

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Page 30: LinkedIn for Personal Branding - Step-by-Step guide

On your Homepage, click on Who’s viewed your profile

Make contact if appropriate

Check Who’s viewed your profileCheck Who’s viewed your profile

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Page 31: LinkedIn for Personal Branding - Step-by-Step guide

Share a personal update (share on Twitter if relevant)

Create and engage in group discussions (share on Twitter if relevant)

Share UpdatesShare Updates

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Page 32: LinkedIn for Personal Branding - Step-by-Step guide

Search for people you already know via “Contacts” > “Add Connections”

Search & Join relevant groups

Be proactiveBe proactive

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Page 33: LinkedIn for Personal Branding - Step-by-Step guide

Community Building

Page 34: LinkedIn for Personal Branding - Step-by-Step guide

12/04/23 34

The “follow-to-be-followed” strategy consists in following a maximum number of relevant accounts whilst pushing relevant content hence raising awareness of your account and encouraging people to follow you back.

Step1. Check Twitter Account Branding Step2. Prepare relevant Content Step3. Create lists of people you follow Step4. Gather keywords related to topics you will be tweeting Step5. Use Followerwonk to identify key influencers Step6. Use Listorious to follow several accounts at a time Step7. Follow accounts you are listed with. Step8. Use Tweepi to clean accounts you follow you are not following you back

WARNING : You cannot follow more than 2000 people if you don’t have at least 1000 people following you. Choose an objective in followers numbers and focus on relevant people.

Page 35: LinkedIn for Personal Branding - Step-by-Step guide

Background OKBackground OK

Picture OKPicture OK

Link OKLink OK

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Bio OKBio OK

3

Page 36: LinkedIn for Personal Branding - Step-by-Step guide

Prepare a list of relevant/compelling tweets to be sent regularly whilst

building followers to maximize the "return on

followed people“. Send at least 2 tweets/day during

this step.

Prepare a list of relevant/compelling tweets to be sent regularly whilst

building followers to maximize the "return on

followed people“. Send at least 2 tweets/day during

this step.

1

Page 37: LinkedIn for Personal Branding - Step-by-Step guide

Make sure to add key relevant accounts to lists.

Nonetheless, the majority of accounts you will follow will

remain unlisted.

Make sure to add key relevant accounts to lists.

Nonetheless, the majority of accounts you will follow will

remain unlisted.

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Create lists of people you follow around core or core). If creating a list of sensitive accounts (“Competitors” or “Leads”) make sure to set the list visibility to “private”. Having lists will enable you to filter and ease your monitoring as well as facilitating content sourcing.

Page 38: LinkedIn for Personal Branding - Step-by-Step guide

On your company’s/personal website, get all

relevant/specific keywords

On your company’s/personal website, get all

relevant/specific keywords

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Create a list of keywords for topics, events, competitors,

influencers, press

Create a list of keywords for topics, events, competitors,

influencers, press

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Page 39: LinkedIn for Personal Branding - Step-by-Step guide

Go to followerwonk.com and sign in with your twitter

account

Go to followerwonk.com and sign in with your twitter

account

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Search for a keyword and follow top influencers.

Search for a keyword and follow top influencers.

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Page 40: LinkedIn for Personal Branding - Step-by-Step guide

Go to listorious.com and sign in with your twitter account

Go to listorious.com and sign in with your twitter account

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Search for a broad keyword (i.e. not a competitor or an

influencer) and discover lists of people related to these

keywords

Search for a broad keyword (i.e. not a competitor or an

influencer) and discover lists of people related to these

keywords

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Page 41: LinkedIn for Personal Branding - Step-by-Step guide

If your profile is “listed” on twitter. You might find

relevant people to follow in this lists you are a member

of.

If your profile is “listed” on twitter. You might find

relevant people to follow in this lists you are a member

of.

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Page 42: LinkedIn for Personal Branding - Step-by-Step guide

Go to Tweepi.com and click on “Good Old Free Tweepi” to login with your twitter account

Go to Tweepi.com and click on “Good Old Free Tweepi” to login with your twitter account

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Authorize the app to use your accountAuthorize the app to use your account

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Page 43: LinkedIn for Personal Branding - Step-by-Step guide

The dashboard shows you how many of your followers you aren’t following back, and how many people you follow are not following you back.

The dashboard shows you how many of your followers you aren’t following back, and how many people you follow are not following you back.

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By clicking on “Flush” or “Reciprocate”, you get to a menu showcasing the accounts you can choose to follow or unfollow.

By clicking on “Flush” or “Reciprocate”, you get to a menu showcasing the accounts you can choose to follow or unfollow.

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Page 44: LinkedIn for Personal Branding - Step-by-Step guide