A crash course in optimizing your LinkedIn profile (with a little dose of humor, too!).

1. DOM & TOM INC
DOMANDTOM.COM NYC 646.741.5049 / CHI 773.377.5585

2. 433 million people are on LinkedIn.
And they’re all trying to find you!

3. WHY LINKEDIN?
Your Personal Brand
It’s not just for job searching. It’s a way for people who might want to work
with you to learn more about what you have to offer.
Higher Visibility = More Opportunities
An impressive LinkedIn profile opens the door for people to find and connect
with you.
Maximize Exposure Within Your Network
Your activity is broadcast to your network, so you stay top-of-mind.
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4. Look at your profile objectively and ask:
“Would I be excited to work with me?”

5. HOW IT WORKS
SEO Tactics
Use the words that people are actually searching. You must be discoverable. (If
you’re unsure what to write, look at job postings in your field and see how they
summarize your job description — these are often written by hiring managers and
recruiters.) Most people won’t look past the first five results.
Other Optimizations
Have a great headshot, a complete profile, numerous (genuine) connections, links
to past work, a vanity URL, recommendations, endorsements, multiple touch points.
Maximize Exposure Within Your Network
Your activity is broadcast to your network, so you stay top-of-mind when
opportunities arise.
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6. TIPS AND TRICKS
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Show, Don’t Tell!
» Add portfolio projets.
» Add blog posts.
» Add slide decks and presentations.
» Add videos.
Other Tips
» It’s totally cool to have fun on LinkedIn!
» Add some personality to your profile with unicodes (but don’t overuse!).
» Your summary should POP and set you apart from others.
» Try using unicodes.

7. HEADERS
Headline: The Most Important Real Estate on LinkedIn
» There should be no question about what you do.
» Say it strong, in 120 characters.
» Make it clever or interesting.
Photo Tips and Backgrounds
» Invest in a great headshot.
» A great background will make you stand out.
» Make it something that speaks to who you are.
More Thoughts
» Don’t need to include your place of employment (we see this already).
» Your header alone should make someone want to hire you.
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8. An awesome LinkedIn header:

9. SUMMARY
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If You Don’t Wow People Here, You Never Will
» Tell a story.
» Keep it on the shorter side if possible.
» If you do want to go longer, break it into sections.
Bad Examples
» “I am a data-driven marketing professional…” (boring)
» “I am a client-focused game-changing innovator…” (buzzwords)
Good Example
» “My obsession with marketing began with my love of Coca-Cola. Like so
many other children, I was enchanted by the unmistakable red-and-white
logo, and I had a special affinity for polar bears that would come along with
my beverage every holiday season.”

10. PROFILE TIPS
» Show your personality!
» Break things into sections.
» Don’t be boring.
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11. PROFILE CONTENT
Projects
An amazing place to showcase work. This is
a prime opportunity to show, instead of tell.
Publications
Show off your thought leadership and
expertise.
Experience
Include every relevant job experience. It
doesn’t matter how long the profile is as
long as it is all relevant.
Honors and Awards
Can include team projects, speaking
engagements, press and much more.
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Organizations
A great way to establish your reputation and
solidify yourself as a thought leader.
Interests
Go crazy with these. Let people know the real
you. You never know what’s going to spark a
conversation, so the more touch points you
have, the better.
Volunteering
Volunteering has great benefits, so if you
don’t do this already, consider giving back to
the community.
Education
Again, include anything that’s relevant.

12. MORE WAYS TO ENGAGE
» Follow influencers, and share their posts.
» Join groups, and stay engaged with them.
» Consider industry-specific groups and alumni
groups.
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13. ENDORSEMENTS & RECS
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Endorsements Are Great!
» Social proof of your skill set.
» Giving them is a good way to stay top-of-mind.
» Make sure they fit!
You Can Hide Endorsements That Don’t Fit
» Skills and Expertise >> Manage Endorsements >> Uncheck Boxes
» Or, Add and Remove >> Delete
Recommendations Are Awesome!
» Recommendations are HUGE when it comes to proof of skill and compatibility.
» Don’t be afraid to ask… but be tactful about your approach.
» Though their true value varies by viewer, good recommendations can only
help you.

14. Case Study: Meet Donna Serdula
https://www.linkedin.com/in/todonna

15. Another Profile I Love:
https://www.linkedin.com/in/
shaquilleoneal

16. Mandatory Showing Off:
https://www.linkedin.com/in/whitneymeers
(I’m really mostly excited to show off the D&T background.)

17. POSTING ON LINKEDIN
Blogging
This is an awesome way to reach people
and introduce your content to new
audiences.
Updates
Find what works for you. It might be
highly technical stuff, but more likely the
stuff that performs well will be fun but
also informative.
Let Your Personality Shine
Images and videos that reflect your true
personality as it relates to your
professional work is great! Don’t assume
it’s all about bland mumbo jumbo.
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Post Frequently
This will improve your visibility.
Track Your Analytics
LinkedIn will show you how many eyes were
on a given post, and has cool analytics for
blog posts. Monitor these to see what’s
working.
Engage With Others
Your likes and activities show up in your
feed, keeping you top of mind.
Share Presentations
LinkedIn Slideshare shows you how many
people have viewed your presentation.

18. Questions?

19. WORKSHOP:
Developing Your Summary
» WHAT do I really want to say?
» WHO am I targeting?
» HOW can I say this in a way that’s compelling and
engaging?
I’m here
to help!
linkedin.com/in/whitneymeers
@whitneymeers
whitney.meers@domandtom.com