Build your brand, leverage your Company Page and increase your LinkedIn effectiveness.

1. LinkedIn–It’s Business, Not Social
December 2016

2. Turbocharge your LinkedIn profile to
increase career + business opportunities
Leverage your Company Page
5 tips to build your brand

3. 3
Social Business
"The way companies represent themselves, their product, their service,
their talent, their brands, all of that is moving to a much more
decentralized model where the world evolves around the individual
employee instead of revolving around the marketing department."
Why C-Suite Executives Need to Shine on
Social Media

4. The buying process has changed

5. The hiring process has changed

6. The Modern Professional
Vet + verify

7. What does Google say about you?
yourself lately?

8. Google social selling index LinkedIn, get your free score,
and improve your LinkedIn effectiveness

9. What’s Your Social Selling Index Score?

10. LinkedIn is about to change

11. 11
Your Profile

12. Go to http://www.worditout.com
and drop in your current resume,
Summary or experience content
and notice the words that appear
in the largest type.
Do the largest words best
represent who you are and
what you do?
Keywords increase your visibility

13. Consider writing in the 1st person
Be interesting, approachable + knowledgeable
Identify 4-6 keywords and weave throughout profile
Write for your audience (client, recruiter, network)
Include company description or value proposition
Let your personality come out
Keep paragraphs short
Add video or presentations
Think professional story not online resume

14. Add your job experience with a description
about day-to-day experience
Remember those keywords
Choose the right company so your company
logo appears

15. Include education (yes, you can skip dates, if
you prefer)
Add in all other relevant Sections
Certifications
Volunteer Experience
Publications
Languages
Projects
Organizations

16. Join Groups
Industry
Alumni
Geographic
Clients, recruiters

17. Your Company Page
Your Employees
Your Culture
Your content hub

18. Update your LinkedIn
profile once a month.6

19. Articulate your value
proposition, share your why.1

20. Commit to at least three 30-minute
LinkedIn check-ins a week.2

21. Nurture your network
and 1st level Connections.3

22. Personalize your messages
and invitations.4

23. Share your content + engage
with other people’s posts.5

24. Commit

25. 25
Your LinkedIn Plan
Profile Finding Engaging Building
Write in the 1st person.
Be interesting + approachable.
Identify 4-6 keywords and weave
throughout your profile.
Write for your audience, you
ideal customer.
Include company description
and value proposition.
Let your personality come out.
Keep paragraphs short.
Add video or presentations.
Think professional story, not
resume.
Create Saved Searches using
boolean search modifiers i.e.
OR, AND, NOT, “__” and ().
Filter by 2nd lev.el connections
and ask for introductions
Look for commonalities
including university, groups,
organizations, common
connections.
Pay attention to who has viewed
your profile and consider
reaching out to those who look
at your profile and would be
good connections.
Find industry content and share
with your network. Always seek
to add value to your network.
Use your LinkedIn Company or
Showcase Page to like, comment
and share your industry insight.
Follow your customers LinkedIn
Company Page and like,
comment, and share their
content.
Personalize 99% of your
invitation requests and
messages.
Include a link to an industry or
company article in your
messing.
Participate in LInkedIn Groups
and add your expertise.
Connect with prospects as soon
as appropriate.
Identify and connect with current
or prospective influencers,
champions, and decision-
makers.
Follow your customers LinkedIn
Company Page and like,
comment, and share their
content.
Pay attention to what your
connections are posting on
LinkedIn and engage with them.
Stay in touch with your
connections with brief
messages.
Be a connector and center of
influence.

26. 26
Getting Started
Profile Finding Engaging Building
Download your 1st level
connections and review sorted by
company and title
Add columns
• Know, reach out to
• Don't know, should know
• Client/customer
• Prospect
• Center of Influence (people in
your network who you know
well, use and are connected
on LinkedIn)
• Delete
Consider brief messages that
include next steps, content. Be
intentional.
These are all 1st level connections
so you can message them.
Each of these groups may get a
different message
Identify 12 or so Centers of
Influence and we can look in their
networks for other good people
and you can either reach out to
them or ask for an introduction.
Complete your profile
Evaluate your headshot and
determine if it needs to be updated.
Create 1-3 Saved Searches for
your ideal customer using
boolean search modifiers i.e.
OR, AND, NOT, “__” and ()
Filter by 2nd level connections
and ask for introductions
Look for commonalities
including university, groups,
organizations, common
connections
Clean up your network
Prepare messaging templates for
your “Network Nurturing”
campaign.

27. 27
Every Day Activities
Profile
Finding
Engaging Building
Review your Saved Searches
and see how you are connected
to 2nd level connections.
Connect with the people you
already know, ask for
introduction.
Filter by 2nd level connections
and ask for introductions.
Look for commonalities
including university, groups,
organizations, common
connections.
Pay attention to who has viewed
your profile and consider
reaching out to those who look
at your profile and would be
good connections.
SHARE ONE PIECE OF
CONTENT and include an
introduction telling others why
it’s valuable, interesting and
relevant.
Send out 5-10 brief messages to
your connections you see on
your newsfeed or from your
spreadsheet.
Congratulate people in your
network who are celebrating
anniversaries, birthday or a new
job.
Follow your customers LinkedIn
Company Page and like,
comment, and share their
content.
Check your targeted Groups for
discussions and participate
when appropriate.
Engaging builds and
strengthens your relationships.
Commit to 15-30 minutes of
LinkedIn activity every day.

28. 28
Weekly Activities
Profile Finding Engaging Building
Review your Saved Searches
and ask for 2 or 3 introductions
Look at your network and
introduce one or two sets of
people to one another
Engage with one or more of your
LInkedIn Groups.
Comment on a discussion
Share an experience
Ask a question
Engaging builds and
strengthens your
relationships.

29. 29
Monthly Activities
Profile Finding Engaging Building
Change your background image
to freshen up your profile
Add any new information to your
profile including a new Section
Review the people you have
recently connected to. Are they
the right connections?
Continue to review your Saved
Searches and ask for
introductions, and personalize
connection invitations
Message or contact any
connections especially current
and prospective customers you
haven’t spoken to in 2-3 months.
Plan a Center of Influence
conversation and do some
intentional networking. Let them
know who you want to be
introduced to and provide a
couple of sentences that serve
as context for you.
Consider publishing your own
original content and use
LinkedIn as a publishing
platform. Please consult with
your marketing department first.
Continue to be a connector and
center of influence.
Review your success and
updates with marketing and
leadership.
Consider additional ways you
can add value to your network
Going to a conference or show
prepare ahead, be active during
and follow up after the event.

30. Review Your 1st Level Connections
Download your 1st Level LinkedIn Connections to
a spreadsheet
Sort by Company + add new columns:
Know, reach out
Don’t know, should know
Center of Influence
Delete
Client, prospect, candidate
Review, message, network, build a referral engine

31. 20-30 minutes
Search + Save
Build Searches to find your ideal
candidate, client, or prospect
The stronger your network,
the better the results
Use keywords, title, location,
relationship, school, company and
more to dial your results
Save the Search
Receive weekly updates
from LinkedIn on new people
who fit the search
Search + Save

32. Personalize Your Connection Requests and Messages

33. Master One Area at a Time

34. Thank
You! Colleen McKenna
colleen@interoadvisory.com
Let’s connect on LinkedIn
interoadvisory.com I 410.458.6960
Follow us on our LinkedIn
Company Page
Intero Advisory trains, coaches and consults on how to use
LinkedIn for brand messaging, social selling + recruiting.
©2016 INTERO ADVISORY

35. LinkedIn: It’s not Social, It’s Business
Women Spanning the Globe | June 2016
Connections for a Lifetime