LinkedInHow to Present Yourself & Promote

Your Professional Brand

Faculty of Social Work

Employment Preparation Series

Career Development Centre

2015 - 2016

Purpose of Today’s Session

• Recognize the key components of a strong LinkedIn profile

• Understand how to effectively present and distinguish your skills online

• Know how to use LinkedIn as a networking and job search tool

• Understand how to effectively use LinkedIn for career research

• Be aware of additional social networking resources available through the Career Centre

Why Bother?

2015 research by CareerBuilder

• 49% of hiring managers use social media to research job applicants (an additional 12% plan to start)

• 57% of hiring managers reported not hiring or hesitating to hire a candidate because of something negative

• 32% of hiring managers reported finding something positive that led to a job offer

Introducing LinkedIn

Where to Start?Evaluate your Online Presence

Google yourself!

• Is what you found helpful to your professional image?

• Will the information support or contradict your resumé and interview claims?

• If you found nothing, is that really helpful to your professional reputation?

What’s Next?

Take Charge of your Social Media Strategy –

Create a LinkedIn profile!

• Support and Expand on your Resume Claims

• Define your Professional Brand

• Tell your Story

• Use Industry Keywords

Perception and Differentiation

• What are your skills and values?

• What are your strengths?

• What makes you unique?

• What descriptors are you using?

• What are your goals?

• How can you add value for an organization?

What is your Brand?

Your student status/job/employer

is NOT your brand!

What makes

youstand out?

Your Profile

Creating a LinkedIn Profile

Goals

• Familiarize yourself with industry language

• Evaluate how to make good use of this language (keywords) in your profile

• Differentiate yourself – what makes you different from classmates?

• Think about what someone would input when searching on LinkedIn

• Include an appropriate Photo

• Write a creative and engaging Headline

• Create a compelling Summary

• Include industry Keywords

• Add your Skills, Experience, Education & Certifications

• Establish and maintain your Network

Keys to a Strong Profile

Use an Appropriate Photo

Who do you want to connect with?

• Only you (no other body parts, people, or pets)

• Match industry tone – how do you want to be seen?

• No selfies, please

• Don’t forget to SMILE!

Mentoring; Educating; Writing; Consulting; Supervising; Counselling; Art Therapy

Counsellor| Mental Health Professional| Working towards MSW| Individuals, Families & Groups

MSW Candidate specializing in counselling and facilitation for people with multiple barriers and disabilities

Coaching professional passionate about helping leaders to achieve their goals. Greater Toronto Area.

Psychology Graduate, Specializing in Survey Design. Interested in Market Research and Analysis

Developing Your Profile: Write a Creative & Engaging Headline

Create a Compelling Summary

Tell your story • Who you are, what you’ve done, where you want to go next

• Use first person

• Contextualize education, training, experience to show the

reader what’s next in your career

• Consider including a specialties/skills list

• Don’t forget: Think about who you’re writing for and tell them

what they should do after reading your profile

I’m a Registered Social Worker in Halifax, NS. I am passionate about and provide counselling and therapy to parents who are feeling overwhelmed trying to raise their teen.

I have a Master of Social Work from Wilfrid Laurier University and have completed post-graduate training in a family systems therapy. I’ve been providing counselling to adolescents and their families for over 8 years. I counsel teens individually and in groups, and at other times counselling sessions involve parents or other family members.

I help parents regain confidence in their parenting abilities and feel more in charge in difficult situations with their teenager. I assist parents and their adolescents in overcoming hurtful and harmful patterns in relating to each other within the family system. I work at increasing understanding, respectful communication, and accepting responsibility for one’s own behaviour.

For further information, please visit my website at www.icanhelpyou.com

Sample Summary

Sample SummaryI’ve always been intrigued by clever marketing campaigns and consumer behaviour. Currently I am completing a semester abroad in England, where I’m studying global business and marketing. Back home, I am pursuing a Bachelor of Business Administration at Wilfrid Laurier University.

My interests in human behaviour and social culture have led me to complete a Psychology minor to complement my business and marketing studies. After graduation, I plan on connecting my new knowledge in marketing and psychology to better understand and predict consumer behaviour and marketing trends in the fields of advertising and marketing for a multinational corporation. I hope to connect with colleagues and other professionals who share a strong interest in Marketing, Consumer Behaviour, Consumer Insights, and Market Strategy.

Specialties:Marketing | Advertising | Social Media Strategy | Sales | Market Research | Public Speaking | Project Management | Communication

Add your Experiences, Skills, Education & Training

• Support and expand on your resumé, but don’t repeat– Create connection or relevance; speak to transferable skills – Use accomplishment-based statements with keywords– Consider adding files, links, media, etc.

• Headline awareness– Default to current title

• Add industry-relevant Skills– Searchable terms (use keywords)

• Add Education & Certifications– Consider LinkedIn’s suggestions when describing Education

Consider LinkedIn’s Advice

• Sections are suggested

• Consider how you organize sections (what will intrigue readers, what about your background do you want readers to engage with first?)

Connect

Your Network:

• Start with whom you know – but NOT by inviting your address book to connect

• Always customize Invitations

− Phone awareness

• Connecting standards vary - be strategic

• Not a one time project

Establish your Network

Further Your Connections:The Alumni Tool

• Where they work

• What they do

• What they studied

• What they’re skilled at

• Where they live

• Connection level

Join and participate in Professional/Interest Groups• Join up to 50

– Strategic visibility

– Look for active members/discussions

• Learn, connect and raise your profile – Ask questions, make comments, share experiences, talk about

issues, recommend connections

• Customize your digest– Receive emails daily, weekly or not at all

Building your Network:Explore Groups

How to ConnectStep 1: Review Their Profile

• Information in the Summary

• Advice for Contacting

Options: Get Introduced, Connect

• Click connect only when on their profile (otherwise, the generic LinkedIn connect message will be sent)

• InMail available with paid subscription (not recommended)

• Get introduced (depends on connection level & quality)

Customize all Invitations

• Approach professionally

• Remind them of how you met or provide them with information about why you’re reaching out

Connecting on Mobile Devices

Further Your Network

• Follow companies and professionals

• Maintain your account

− Adjust for optimal results

− Try different approaches

• Actively post and participate

− Links, articles, comment and like

− Consider publishing

• Monitor your online presence

Settings

Review your Settings Strategically

Broadcasting your Updates

• Strategically turn on or off

• Second option in profile section

Viewing Other Profiles

• Select what others can see

• Great for career research

• Remember this is reciprocal

Your Public Profile & URL

• Select what level of information the public can see

• Personalize your URL

Additional Resources

LinkedIn Resources

• LinkedIn for Students http://students.linkedin.com

• LinkedIn Blog http://blog.linkedin.com

• Follow LinkedIn on LinkedIn

• YouTube channel http://www.youtube.com/user/LinkedIn

Professional Development Day Wednesday April 6th

• Career Planning

• Marketing your Transferable Skills

• Resumé & Cover Letter Development

• Job Search & Networking Strategies

Additional Career Resources

• Appointments in Kitchener March 29th

• Book an individual appointment at x 4495 or on navigator

• Drop-in hours, Monday through Thursday, 1 – 3 p.m. for quick questions

• Visit wlu.ca/career to access

- Career Workshops

- Employment Guidebooks

- Schedule of Career and Employer Events

Connect with us!

519.884.0710 x 4495careercentre@wlu.cawlu.ca/career

facebook.com/lauriercareercentre

linkedin.com (Laurier Career Centre Group)

@WLUCareerCentre