LinkedIn Step by Step

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					Your Profile = You, found
Unless you’ve been living under a rock, you
  know about It’s great for
you to find other people, but today we focus
         on your message outbound.
Death by PowerPoint (this is slide 2 of 53)
•   Part 1:   Why bother?
•   Part 2:   Putting on your sales hat
•   Part 3:   Profile headline
•   Part 4:   Summary and specialties
•   Part 5:   Experience
•   Part 6:   Skills
•   Part 7:   Who has been viewing your profile?
•   Bonus:    Using the status bar & projecting good
     Why do you want to be found on
• LinkedIn has been called “facebook with a tie”
• THE place for professional online networking
• 13th most popular website in the world
• 11th most popular in the US
• Allows you to be found by hiring managers, senior
  executives, etc. who might skip recruiters entirely.
• Reports indicate 70-80% of recruiters use LI regularly to
  source candidates (stats probably made up)
• Other reports* indicate the 20-30% of recruiters that don’t
  are either missing out, brain-dead or lying. ;)

                                          * Absolutely made up

   Put on your sales hat…
Sales hat ≠ ridiculous
•   Self promotion may be difficult for you – get over it!
•   No one else will promote you as well as you
•   Speak to outcomes; $’s and %’s if possible
•   Concise
•   Brief
•   Differentiated – what sets YOU apart?
•   Look at other profiles – which ones stand out to you?
    Why do they stand out? Here are a few examples:
A few good self promoters: 1
A few good self promoters: Two
A few good self promoters: Tres
A few good self promoters: IV
Why are they good?
•   Regularly share good content
•   Clear and/or interesting headlines
•   Complete profiles
•   Strong use of keywords
•   Updated profile picture
•   Updated profile information
•   Clear value proposition
Building your profile
• Headline, location, industry (Blue box)
• Summary & Specialties
• Experience – your work history

                               To pic or not to pic? You
                               should always use a picture,
                               even if you look like this guy.
Blue profile box – key information!
Headline: Dead fish or kick in the head?

• You get 120 characters
• What do you say?
• This is where you communicate your value
• If YOU were searching for you, what would you
• How do you answer:                    “What
  do you do?”
Is “unemployed” what your next
employer is searching for??? (Hint: No)
“Can-do” & clear! Vs. Confused & Negative
Jobseeker’s headline
• Option 1: Lay your cards down – Professional X in
  transition, seeking Y in Tulsa, OK
• Option 2: Just be a pro – Professional X with 15 years
  Y experience in…
• Remember: Your activity – group participation,
  answering questions, asking questions, profile updates
  all ensure your information shows up first. Inactive
  profiles get pushed down.
• Donna Oliveria (Seeking New Opportunities) Data Center
  Professional | Equipment/Power Consolidation | Asset
  Mgmt | Facility Coordination | Extreme Loyalty
A few terrible, real headlines

• “Evidently, too old to be of further use”
• “Unemployed at Unemployed”
• “Passion for helping others to succeed and
  questioning the norm.” – what??
• “Innovator, activist, advisor and coach working
  where talent management, creativity and
  business development meet” – just what I was
  looking for!
A few awesome headlines
• Paul Castain: Sales Training | Business Coach |
  Keynote Speaker | Keeper Of The Playbook! (used to
  be VP of Jedi Mastery)
• Kelly Riggs: Performance Coach: sales, leadership,
  strategic planning. Author, speaker, and Registered
  Corporate Coach
• Noah Rickun: Sales & Customer Loyalty Authority |
  Gitomer Certified Speaker | I Make Event Planners
  Ecstatic & Sales Teams Profitable
• Popquiz: why are my best examples sales trainers??
Profile, Edit, click “edit” next to name
Here is where you edit your headline
Apply it – Headlines: 5 things
1.   Include your function, “Human Resources”, “Sales”,
     “CFO/CEO”, “Accounting”, etc.
2.   Use the space to be more specific: “CAD Designer”
     or “Solidworks expert with 15 years experience
     designing manufacturing prototypes”
3.   Don’t say “Unemployed”; tell what you can do.
4.   Use meaningful, clear keywords for your industry:
     “growth through acquisition” is more clear than
     “inorganic growth”
5.   What if you’re flexible by function or industry?
     Speak to results you have delivered. Transferable
Edit Summary & Specialties

      Here we go…
Profile, Edit Summary
Edit Summary & Specialties
Struggling with Summary?
•   Start first with your most previous job
•   Then prior, etc.
•   Look for the commonalities
•   What are you most proud of professionally?
•   What is the best value you added at each?
•   What problems do you normally solve?
•   Results, use $’s and %’s – this is your best online
    resume and no limit on length!
Apply it – summary – 5 things
1. Describe the kinds of problems you solve.
2. Tell about your best two+ accomplishments;
   tell the situation, your action and the results.
3. Describe the environment where you
   traditionally succeed.
4. Litter with industry and functional keywords.
5. Remember this is a sales presentation – make
   it interesting…make it come alive!
What about the specialties?
• Descriptive words and tools you use to get the
  job done
• Keywords, keywords, keywords!
• You say “sales” but they might say: new
  business development, hunting, sales engineer,
  acquisition, organic growth, account executive…
• You say “Expert in MS Excel” when they are
  looking for someone who knows “pivot tables”

   Some things can’t be undone…
Profile, Edit, +Add a position
Experience: To all the jobs
you’ve had before…
•   Company, Title, Function
•   Feel free to clarify title, even if your employer called
    you “Operations Supervisor II” translate that into job
    function “Call Center Supervisor of 14 people”
•   Speak to the results you delivered, $’s & %’s
•   Go beyond the job description; you were responsible
    for customer service, how good were you? Quantify
    that. Reduced call handling time, reduced complaints,
    awards won, etc.
The Key to keywords
•   Say the same thing in different ways
•   What if someone is searching for you using a
    slightly different term than you?
•   For every job, include a block of keywords
•   Include misspelled version of your name
•   If you are in sales the words, sales, business
    development, new business, hunting, etc.
    should be repeated throughout your profile
•   The more you say it, the higher your name
    shows up in search results
The Key to keywords

                      My keywords say: Sales, debt
                        collection, receivables, Russ
                      Knight, Tulsa, OK, banks, NSF,
                           debt recovery, business
                           development, ISO, card
                       processing, payments, Texas,
                        check verification, bad check
                      recovery, BanCollect, NorthStar
                       service, hunting, social media,
                         recruiting sales, marketing,
                            direct mail, QR codes.

Some skills aren’t worth sharing…
Skills: below experience
• What you do
• How well you do it
• How many years experience

    Hopefully not this guy…
Profile views: Why care?
•   People who might call you
•   Results of your efforts – is anyone checking you
•   Companies that might be hiring that you didn’t
    know about
•   Vanity 
•   Some might be people you want to ask to connect
    and begin a professional relationship
•   Note: Free account only allows you to see last 5
Profile, right side: Suggested contacts,
ad, then “Who’s Viewed Your Profile?”
Profile views: Who?
Appearances in search? Are you found?
And what about “Anonymous” views?
Control what others see when you view them…
I want to be seen, found, & known…
BONUS: Using the status bar

   “That was a lovely memorial service,
   now about the fine…”
Status Bar
•   Gentle nudge to your contacts
•   Reasonable way to remind friends
    you are still available
•   Good information – events,
    articles, resources, quotes.
•   Don’t be negative!!
•   Beats a punch in the head email
    asking friends “why haven’t you
    done anything for my search??”
Status Bar Examples
•   “Psalm 34: 4-5: I sought the Lord, and
    He answered me; He delivered me from
    all my fears; Those who look to Him
    are radiant, their faces are never
    covered in shame.”
•   Quote by a favorite author, recent
    book, industry topic...
•   “Job search update: Had 2 interviews
    this week, 5 networking meetings, 3
    phone screens and FUMC group on
    Thursday – great week!”
       What will you do to change up your image?

Russ Knight leads OJT (Overcoming Job Transition) workshops at Asbury on the
3rd Tuesday of each month (Next on 7/19/11), and is part of the leadership team
here at FUMC. Professionally, Russ sells debt collection services to banks, medical
providers, apartment leasing companies and retailers for NorthStar Technologies, a
Tulsa based debt collection company.
Russ Knight         (918) 640-6148 – cell

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