Why _ How to Use LinkedIn by fjzhangweiqun


Job Search 101
Using            to
to build, maintain, &
grow your personal
I am an active user of LinkedIn. As
 a former HR Information Systems
manager I appreciate the high tech
backbone of the site that provides a
  very low tech, user friendly, fully
  customizable, instantly updated,
      user defined presence.
      Travel with me through
• The shift of networking from when you
  need it to being part of your workweek
• The acceptance of LinkedIn by the
• Why you need to use LinkedIn
• How you can use LinkedIn (nuts & bolts)
• Development of strategies that suit your
  need AT THE TIME.
    Presentation Considerations
• This presentation, less the Word docs, is available
  on my web site, www.TampaBayHR.com, so take
  notes or not accordingly.
• While I’m open to Q&As during the presentation,
  there’s a lot to cover. This subject tends to be very
  interactive with Q&A, because there is so much that
  you can customize.
• We’ll combine PowerPoint, Word, with a web site
  tour & some selected searches.
• We’ll cover why there’s value in pursuing this effort,
  different strategies, & some nuts & bolts on how to
  do it. (Wide & deep presentation scope)
• Are we ready to roll?
          Up Front Concerns
• For those still employed, determine if your company
  has a policy on LinkedIn. If prohibited you can still
  have an anonymous account.
• With the only limitation of the number of character
  spaces, you can customize nearly every aspect of
  the site to fit you.
• To get your profile to 100% you’ll need at least
  several job instances (can be vague if necessary),
  your education, a few recommendations, and
  possibly joining a group or two
              The rules for job hunting have changed
                     Abridged: The News Tribune

TACOMA, WA -- Forget just about everything you think you know
about finding a job. "Many changes have happened in the job
market since 20 years ago, since 10 years ago - since last
October," said Paul Anderson, a former hiring manager for
Microsoft and Expedia. He believes that job hunters need to
understand human behavior and outfox this new system. He offers
a few ways to tackle a job search in the new world.

First, scrap the elevator pitch. "Why the elevator pitch doesn't
work," Anderson said, "is that nobody cares about you. They care
about themselves. You have to change your mindset from self-
serving to serving others." That means finding out what need you
can fill for the recruiters. Second, at job fairs, don't bring a sheaf of
resumes and hand them out to recruiters like Halloween candy.
Instead, get business cards from the recruiters. Ask them what
kinds of jobs they need to fill and what kind of candidates they like.
             online social networks,
Third, leverage
such as LinkedIn.com, to connect with as
many people as possible. Online networks allow you
to find and seek advice from contacts who work for
the companies you have targeted for your job search,
it allows others to endorse you, and it allows you to
post specific information about the job you want,
Anderson said.
Third Party Validations
   NYTimes To Customize Headlines For LinkedIn Users
   by Michael Arrington on July 21, 2008
Adults and Social Network
1/14/2009 | Memo |
Amanda Lenhart
The share of adult internet
users who have a profile
on an online social network
site has more than
quadrupled in the past
four years -- from 8% in
2005 to 35% now,
according to the Pew
Internet & American Life
Project's December 2008
tracking survey.
       LinkedIn Collaboration
• LinkedIn has a partnership with
  BusinessWeek.com that includes a tool
  that lets users find LinkedIn connections at
  companies mentioned in BusinessWeek
                  2nd Paradigm
                 The move
               from thinking
        about places to people
      Think brick and mortar to
       internet as an analogy
It started with kids & now is part of business. R U
              taking advantage of it?
  The Web 2.0 way to connect to
  those who need your services
• There are over 80 million people on
  Facebook and over 40 million on LinkedIn
• LinkedIn is a searchable database
• You can develop a network where you are
  recognized as a respected source of
• You can develop a network that utilizes
  the exponential growth of multi-level
Wikipedia Traffic by Age: Four weeks ending
Social 2.0: MySpace Dominates as Geocities Crumble

                    Pew Research Center Publications
The Geocities vs. MySpace comparison not only
demonstrates the commonalities between the internet of
1996 and 2006, but it also provides a point of departure for
understanding concepts of online presence in the Web 2.0
era. While the Geocities model relied on the metaphors of a
place (cities, neighborhoods, homepages), MySpace
anchors presence through metaphors of a person (profiles,
blogs, links to videos, etc.). Geocities encouraged us to
create our own cities and neighborhoods as points of entry
to our personal worlds; MySpace cuts to the chase and
enables direct access to the person, as well as access to
his or her social world. And whether we call the current
world 2.0 or 10.0, there's no question that the internet of
today will look positively beta to future generations.
                    Pew Research Center Publications
The Bottom Line
Four major use cases for LinkedIn

Let’s look at the four major use cases
for LinkedIn and use that to assess how
well their direction fits the market
 LinkedIn's Young & Rich Demographic - Does
 Today's Announcement Do Enough For Them?
 Written by Bernard Lunn / December 10, 2007 11:03
Use Case # 1. Be found. If you want a better job or you
want clients for your consulting business, updating your
LinkedIn profile is one of the better uses of your time
online. Yes your online presence is scattered across
multiple sites, but for the business user LinkedIn is
probably the number one site you have to pay attention to.
You can also link from there to your site and Blog if you
have one, so this works for early adopters as well as late
adopters whose only presence is LinkedIn. There is one
subtle benefit compared to job boards, which also plays to
the next use case, which is that you don’t have to declare
that you are looking for a job. You just say “Hi, this is me”.
This strengthens your negotiating position with a new
employer and does not upset your current employer.
Use Case # 2. Recruit. LinkedIn is used by recruiting
firms but also by internal hiring managers. The one big
benefit of LinkedIn vs job boards is that you can use
LinkedIn to search for the candidate that is not actively
looking. This is critical in a tight job market (which we have
today). This kind of database is a key reason we have used
external recruiters in the past. I asked if LinkedIn was a
threat to recruiters and got the usual answer about “the
ones who use LinkedIn to add value are doing great” -
which means it is a threat to their current way of working. I
imagine LinkedIn is a significant threat to traditional job
Use Case # 3. Selling through contacts to avoid
cold calls. My experience, amplified by speaking to a
few other people who have used LinkedIn for this
purpose, is that it is highly valuable up to Level 2 but no
further. It is very useful to me to search for a particular
company that I want to sell to, refine that by job title, and
then see which of my contacts knows somebody there. Or
I can search for a specific person as in “who do I know
who knows Joe Bloggs”? This is the use case that got me
interested in LinkedIn and I wrote more about the
experience here. The point is it is useful only up to that
level of separation. If I see Level 3, it is usually not worth
the bother. That is when I am asking “who do I know who
knows somebody who knows Joe Bloggs.” So this use
case is limited to people with already strong networks that
work across multiple domains.
Use Case # 4. Finding an expert “just in time”. This is a
potentially big use case that LinkedIn is exploring, but it does not
seem big today. There are many specialists doing this. For
example, Gerson Lehman Group does this primarily for investors
(Hedge Funds, Private Equity, Venture Capital) looking to find an
expert in a market or technology; Gerson Lehman acts as a form
of broker and the expert gets paid per hour. There are also
examples in specific niches. This use case seems small today
but it has big potential and it also impacts the other use cases as
a) if I am looking for a job but don’t want to advertise that fact, I
will be motivated to answer questions that show off my expertise
and get me noticed.
b) ditto if I am a consultant or working in a consulting business
c) ditto if I am selling something where I want to engage in a
conversation first that shows I know what I am talking about
Networking in the
  21st Century
Networking is no longer something
 you do only when you lose your
  it’s something you do while you’re
working, to work smarter, get known
by people who can help your career,
 and minimize downtime if you have
  the misfortune of stepping into “in
transition” land. It is the current way
    to stay in control of your career.
     What is Social Networking
• While the term can mean any interpersonal interaction, it
  has come to mean the use of the Internet to connect with
  people, anywhere, at any time. There are sites that
  emphasize the “social,” & those like LinkedIn that
  emphasize “business relationships & business
• Several sites, like LinkedIn, have incorporated a twist on
  what used to be called “multi-level” marketing, originally
  designed to sell products & earn monetary percentages
  of those within your “down chain” network who made
  sales. In the social networking context, you are able to
  reach the contacts that your first level contacts make, as
  well the next level of contacts, 2 generations away from
  you. This compounding of numbers can generate a
  large network of contacts that you can communicate with
  on any subject.
Validation of Networking
            Networking Quotes
• One reason (among many) that women may well
  take over the world of "virtual enterprises" is that
  they seem to have a greater instinct for networking.
  And the unfettered-by-machismo males who have
  taken to networking will do better than those who
  shun it as "sissy stuff." But truth is, it has always
  been the age of "networkers"; and in an era where
  organizations depend more and more on tenuously
  connected outsiders to get the job done, it will only
  become so. -Tom Peters
        Networking Quotes
• “Networking is an essential part of
  building wealth” Armstrong Williams
• “The currency of real networking is not
  greed but generosity” Keith Ferrazzi
• “The successful networkers I know, the
  ones receiving tons of referrals &
  feeling truly happy about themselves,
  continually put the other person’s
  needs ahead of their own.” Bob Burg
         book: Keith Ferrazzi – Never Eat Alone
Let’s Take a Quick Tour
           What LinkedIn is not
• It is not another version of Facebook or Myspace
   – Without care these sites can do your personal
     reputation harm
      • (non-professional behavior indicators – reasons to consider
        you less than professional) (think sexy or wild party photos)
   – Google yourself. If you find something that is
     unflattering to your career do whatever you can to
     remove it from the web.
• It is not a waste of time
• It is not frivolous
              Why use LinkedIn?
• LinkedIn brings your contacts closer
• It exposes/connects you to more people
• It helps you get answers to difficult issues of the day
• It allows you to advertise not only your existence, but
  your unique value proposition
• You can establish a reputation as an expert in your field
• You become searchable, (if U choose) even when you’re
  only passively interested in other career opportunities
• It enables you to stay in touch with those you network
  with in the physical world.
    – It helps cement the relationship
         Profile of LinkedIn users
 • Anderson Analytics study – 2008
    – Nearly 60% of users have incomes of $93K or
    – People with lots of connections tend to make
      more money, according to the study - those
      with incomes between $200-$350k were
      seven times more likely to have at least 150
      connections than lower income users.
(I’m not validating these numbers or assumptions, just sharing them.)
     How do you begin LinkedIn?
• Sign on at LinkedIn.com, provide your e-mail address & a
• Create your profile
   – Customize to market yourself & present those skills you
     want to highlight
   – Customize to show the fuller you by connecting to groups
     that help a paint a picture of you that you choose
   – Customize by establishing links to your own site, notable
     items about you on the net, etc.
   – Change the last portion of your LinkedIn profile from the
     random assigned alphanumeric sequence to your name,
     with a numeric after it, if necessary, to make it more
     professional & memorable in appearance.
       E.g. http://www.LinkedIn.com/in/SteveFreedman007
    Use of a photo in your profile
• If you use one, make sure it’s a professional one, not a party
  shot. Using a graphic instead accomplishes little.
• Pros
   – It will definitely help the viewer remember you from
      networking events or previous LinkedIn mail transmissions.
      It’s the equivalent or a real world, tangible (warm & fuzzy)
      connection. We help remember each other by our faces.
• Cons
   – Our society is full of biases, sometimes recognized,
      sometimes beneath the surface. They can include race, age,
      sex, weight, and even attractiveness.
• Ultimately this is a very personal decision you have to make. On
  age, you can leave off some old jobs and the year you
  graduated college, but other biases are less easy to work
  around. Think the issue through and do what feels right for you.
  You don’t have to use a photo, but it does adds a layer of depth.
 Utilize your LinkedIn profile link
• By clicking on your LinkedIn profile link
  anyone can be brought to a slightly
  abbreviated version of your LinkedIn profile,
  & subsequently click on your full profile, if
  they choose.
   – Put it on your business card
   – Use it on your resume & cover letters
   – Use it in your e-mail signature block
• Yes. Shameless self promotion. If not you,
  who will tout your accomplishments?
• In order to get your profile to 100% you will
  need to get some recommendations.
• Contact your past supervisors, peers, and
  previous business partners and ask them if
  they would be willing to provide you with a
• If so, ask them to develop a “minimum”
  LinkedIn account and let you know when it’s
  accomplished. Subsequently send them a
  recommendation request through LinkedIn.
         Using LinkedIn groups
          (Pick your strategy)
• Strategy A – Join groups with a large number of
  – This will boost your network quickly.
• Strategy B – Join groups that reflect your
  different interests
  – Presents you as a complete person.
• Strategy C – Join groups that reflect what you
  would like viewers to see to mold their
  perception of you.
  – Presents you as you would like others to see you.
• Be aware of the new LinkedIn limit of 50 groups.
        Using LinkedIn groups
• Discussion groups
   – Post & answer questions
   – Develop recognition among your peers
   – Utilize the multitude of opinions available
     from around the world to help gain a macro
     perspective to local issues.
• Join physical world groups where you have a
  connection to enhance relationships, when
  they have their own LinkedIn groups.
How can you improve your visibility
         on LinkedIn?
• In the “Question” area find your area of
  expertise, look for questions that you’re
  comfortable with, and answer them with as much
  care and generosity of your time as you can.
• Get previous supervisors, peers, &/or
  subordinates to “recommend you.” This is
  definitely needed to build your profile to 100%.
• The former helps label you an “expert” and the
  latter helps substantiate what you say about
  yourself, giving third party reviewers more
  comfort in accepting what you present.
     Recognition as “Expert”
• To become an Expert on LinkedIn you
  answer posed questions. If your answers
  are deemed to be the best answers by the
  person who posted the question, that
  person designates you as an Expert.
  Repeated occurrences leads LinkedIn to
  designate you as an Expert.
 What can you do on LinkedIn?
• Search for people who work in the company that
  you have targeted and engage them in
  conversation – company culture, intro for an
  informational interview, leads on company
  research to enhance your interview.
• Talk with people who left a company you’re
  interested in and try to get the reason they left or
  some insider information. Remember, everyone
  has different values & hot buttons, what upsets
  John may roll off Tom’s back.
What else can you do on LinkedIn?

• Reconnect with people you haven’t seen
  in 20 years
• Engage your peers in subject matter
  focused blogs
• Talk to people in other countries about
  cultural differences & similarities
Quality versus Quantity discussion
• Quality – connect only with those you know &
  – Pros – Messages you send can be quality enhanced
    by having your contacts praise you, along with your
    message, it adds power and interest to your
  – Cons – It’s slow to develop your network in this
• Quantity – connect with as many people as you
  – Pros – Develop your network quickly
  – Cons – You have to rely on strangers to pass your
    messages along, …. or do you?
     • (paid account upgrade alternative)
            What is a “LION”
• One acronym, two translations, same meaning
  – Leading International Open Networkers
  – LinkedIn Open Networkers
• The meaning is clear:
  – Individuals who self identify themselves, usually
    in their own LinkedIn name “title,” do so to convey
    the fact that are willing and eager to accept
    invitations. They may still self-police the
    incoming requests, but in general their purpose is
    to build their network quickly, accepting most
    invitations. They want to network aggressively.
         A Blended Approach
• Like good scotch, a blend of the quality and
  quantity approach can help you achieve the
  positive aspects of both approaches.
  – Pro – You build a large network in a fraction of the
  – Con – You have to “rely on the kindness of strangers”
      • You’ll find that 70% of members want to help each
        other, either for karma or graciousness
      • If your network is large enough, you can attempt
        contact with many people in one company,
        increasing chances that one will respond to your
        request, even if they don’t know you or your
            Adding connections
• There is a degree of peril when inviting connections that
  you do not know personally.
• On the receiving end of a LinkedIn invitation the recipient
  can choose any of the following:
   – Accept invitation
   – Archive
   – I don’t know (your name)
• If your invitations receive too many “I don’t know your
  name (IDKs)” responses, LinkedIn may cut off your
  ability to acquire new connections. Accordingly, always
  include some language in your invitation similar to “… if
  you are not interested in connecting with me, please
  click the archive button, otherwise I will be penalized and
  not be able to connect with great people like you.”
 Invites, what they don’t tell you
• LinkedIn limits the number of invitations that you
  can send to 3,000. Beyond that it prevents you
  from sending invites.
• HOWEVER, there is no limit on how many
  invites you can accept. There are people on the
  site who claim to have over 20,000 first level
  connections. Tactically seeking out who you
  would like to connect with, either by your
  invitation, or by asking them to send you an
  invitation, takes some thought and finesse.
  LinkedIn has just set a limit of 30,000 first level
If you want to make it easy for someone
viewing your profile to send YOU an
invitation, be sure to include your e-mail
address somewhere near the top of your
profile. Once you become a heavy user
you will value your remaining number of
invitations more highly. Upon request,
LinkedIn may dole out another 250
invitations, but it is not an easy process
to navigate.
     OK. Profile built, network building,
   questions answered, recommendations
 sought, you finally get to 100% profile build
• Reality check:
   – The profile can be built in a day
   – Being really aggressive you can build a big network in
     about 6 to 8 weeks
   – Getting old contacts to recommend you can be slow
   – Maintaining your network can take as much time as
     growing it, if you choose to. There’s a train of thought
     that you need to maintain your network continually,
     because you never know what life event may change
     your circumstances.
    Every day LinkedIn activity

• Get Linked with everyone in all of the
  organizations to which you belong. Ask
  your phone book contacts to join you.
• If one of your organizations has a “group”
  on LinkedIn, connect to it and participate
  in the discussion area.
   Every day LinkedIn activity (cont)
• At EVERY networking event, at the end of your discussion
  with a new connection, ask them if they are on LinkedIn &
  would they like to connect. If they do:
   – Send them a LinkedIn invite & ALWAYS customize it,
     referencing where you met them and any details of your
     conversation to help them remember you. (Business
     card discussion)
   – To cement the relationship further, after they accept,
     send them a thank you note. In the note, ask them if they
     know anyone, in or out of LinkedIn, who might be able to
     help you in your client search. The business pitch should
     be soft pedaled and the giving aspect of networking
     emphasized. It’s referred to as the law of reciprocity
     (a.k.a. the Giver’s Gain Principle also called Pay It
     Forward). Give first, receive second.
     Periodic LinkedIn Activity
• Send low threat or warm correspondence
  to your first level on a regular basis to stay
  in touch or make them aware of something
  new. Giving tends to get more respect &
  attention than asking.
• Send “Thank You” scripts to those who
  accept your invitations or those who invite
• Send “Occasion” correspondence to keep
  in touch
 Business Intelligence on LinkedIn
• Premise: either because you have an interview
  or you want to prepare for your encounter with a
  new contact in a particular company
  – Go to Search “People”
     • Type in “company name” or “company name +
       geographic location”
  – Go to “Companies”
     • Search industries
     • Get company specific information & information
       concerning your contacts who have left or joined
       the company
    Business Intelligence on LinkedIn
• When you’ve found one or more person who work(s)
  or worked for the company that you’ve targeting,
  send them LinkedIn mail, either through your
  connections, or directly, if you’ve paid to upgrade
  your membership.
• As politely as you can, ask about their company
  culture, the style of management, the
  formality/informality of the organization, or any other
  piece of information not available through internet
  research. How does the decision making process
  work in this company? The more research you have
  on your target company the better your ultimate
  interview is likely to go.
        LinkedIn as part of your self
            promotion strategy
• Develop your profile as you would like other to see you.
   – If you get a positive performance appraisal ask your supervisor if
     he/she would mind posting it to your LinkedIn profile (don’t be
     afraid to reach out to past supervisors)
   – Highlight results oriented accomplishments as you would with a
   – Identify your interests, volunteer activities, & leadership roles
   – Networking must be done all the time.
   – Link your company website to your profile so viewers get to know
     you by your association with the company.
   – Consider creating your own web site. It doesn’t have to be grand,
     but gives you an opportunity to post positive things about U.
   – If you develop your own web site, use LinkedIn to help drive
     professionals to it, and promote it.
   – Remember the “Pay it Forward” mentality.
    LinkedIn as part of your self
     promotion strategy (cont)
• Use the new LinkedIn side applications
  – Amazon book list – helps add a color
    commentary of your different interests,
    presenting a more well rounded you.
  – Google Presentation – post some of your
    white paper/Power Point work
  – Miscellaneous Apps for sharing and
    monitoring data
            Time Management
• LinkedIn is a wonderful tool. This presentation focuses
  on its use in a career development. It’s also useful for
  establishing warmer cold calls. It’s great for gathering
  business intelligence. It’s great to stay connected with
  people as you move from job to job, or from state to
  state, because people want to maintain their connections
  & network. (Try to use it on the weekend or evenings)
• However it is only one tool. LinkedIn & on-line social
  networking should take no more than 20% of your week
  if you’re working. For those in transition, join LinkedIn
  with your networking events in the physical world, to
  solidify those contacts. A blended strategy is the most
  successful approach.
• Consider doing most of your LinkedIn work after normal
  working hours, so it doesn’t interfere with daily business
  or networking opportunities.
What advice would you give a person wanting
to maximize the value of LinkedIn?
(I was awarded best answer on LinkedIn for this answer)
My top 10 list:

1. Utilize your LinkedIn profile link on business cards,
resumes, cover letters, and e-signature blocks.
2. Hook to your personal web site or blogs
3. Answer questions so you get known.
4. Join groups that both reflect your interests (to show the
color beyond the facts of experience) and to maximize your
reach into the database of people.
5. Choose one or more apps to help people get to know
you or get to know other aspects of you (like the
Amazon reading list)

6. Conclude every physical world networking meeting
with (a) "are you on LinkedIn?" and (b) "may I send you
an invitation so we can stay connected?"
7. Get in touch with previous clients, supervisors, peers,
coworkers, and subordinates off LinkedIn and (a) ask them
if they'd be willing to say something positive about you
online, (b) if so ask them if they have a LinkedIn account, if
not explain the process and their minimum participation
needed in order to post a recommendation, (c) have them
notify you once the account is created, and (d) send them a
request for a recommendation. Recommendations from
people who can speak to the quality of your work are
superior in the eyes of reviewers to those garnered from
other LinkedIn associates who you may help in a pay it
forward fashion, but are often looking for reciprocity. (I'm
not discounting the value of the latter, just making a
comparative analysis.)
8. Do research on companies where you might want to
work or to sell a product. Work towards an informational
interview or company culture information so you can either
work into an insider referral for an interview or a warmer
sales call.
9. ALWAYS send a thank you note to anyone on LinkedIn
who has helped you in any manner possible. LinkedIn is all
about developing relationships and we all like to think that
our time is valuable and appreciated.
10. Create a marketing tag line for the top of your profile
that helps to identify you with your occupation in a
memorable fashion. The shorter and more meaningful the
           Good Luck!
Remember that once found, new
contacts need to be nurtured.
Feel free to download this presentation from the
“white paper” section of my website:

   Get Connected, Stay Connected
Any Questions?

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