This is a presentation on advanced LinkedIn profile work for job seekers and others who want to make the most of LinkedIn. I presented it to a class at the PSU Center for Excellence in Professional Education this week, and people seemed to like it. It's a companion piece to the Building an Effective Social Profile I've already posted here.

1. Advanced
LinkedIn
and
Social
Media
Techniques
for
job
candidates
and
employers

2. Our
Agenda
• Moving
beyond
the
LinkedIn
basics
• UpdaAng
your
profile
– How
you
‘show
up’
in
LinkedIn
– The
focus
for
profile
updates
• Pay
to
play?
• Extra
credit
in
LinkedIn
– Groups
– Thought
leadership
• Minding
the
social
edges
2

3. “WHAT
WOULD
YOUR
WORLD
BE
LIKE…
BUT!
Before
we
get
started…

4. …if
exchanging
with
you
was
the
richest
experience
of
peoples’
day…week…?”
-­‐
Marsha
Shenk,
Business
Anthropologist,
Founder,
5Movez
4

5.
Brain
fitness
puts
you
in
shape
for
rich
exchanges
• New
forms
of
fun,
exercise
and
moving
• Sincere
quesAons,
genuine
vulnerability
• Fresh
visuals
• Breaks
and
rest
• Experience
of
belonging
• Concerns
for
status
• MulA-­‐tasking
• FaAgue
• Stress
• Ambiguity
• InformaAon
overload
Enable
with:
Impair
with:
@
5Movez
2014
5

6. Harvard
Social
Psychologist
2nd
most
watched
TED
talk
of
all
Ame
Source:
Amy
Cuddy:
Your
Body
Language
Shapes
Who
You
Are
–
TED
Talk

7. Tiny
Tweaks
à
Big
Changes
Source:
Amy
Cuddy:
Your
Body
Language
Shapes
Who
You
Are
–
TED
Talk

8. YOUR
LINKEDIN
PROFILE
Building
the
Right
Presence

9. • 300M
members
• 41%
have
>500
connecAons
– Up
from
30%
last
year
• 15%
have
>1,000
connecAons
– Up
from
8%
last
year
• 48%
spend
2
hours
a
week
– Up
from
38%
last
year
• 18%
spend
>
7
hours
a
week
– Up
from
11%
last
year
LinkedIn
by
the
Numbers:
Placorm

10. • Google
is
too
broad
for
people
search
any
more
– We
have
much
more
context
in
LinkedIn
LinkedIn
vs.
Google
for
People
Search

11. Check
Yourself
in
the
Mirror
–
Honestly

12. How
ConnecAons
See
You

13. How
Anyone
Sees
You

14. How
Recruiters
See
You

15. Managing
Your
Profile:
Focus

16. Managing
Your
Profile:
Content

17. Managing
Your
Profile:
RecommendaAons
Curate
your
recommendaAons
by
enthusiasm,
dates,
focus,
whatever
you
like.
I
wrote
the
top
two
recommendaAons
for
my
clients.
They
appreciated
the
help.
I
appreciated
the
posiAoning.

18. Managing
Your
Profile:
Follow
SuggesAons

19. Manage
Your
Profile
-­‐
SEO
Members
who
list
skills
on
their
LinkedIn
profiles
receive
an
average
of
13
0mes
more
profile
views
than
those
who
don’t.

20. Skills
are
Keywords
Too
Order
your
skills
by
desirable
traits,
not
necessarily
by
numbers
of
endorsements

21. You’re
known
by
the
company
you
keep

22. What
Past
Students
Have
Said
• Maybe
play
a
clip
from
the
Amy
Cuddy
TED
talk
that
was
discussed.
Can't
think
of
anything
else
-­‐
It
was
a
great
workshop!
-­‐
10/8/2014
12:35
PM
• how
lay
out
your
profile
in
linkedin...
what
to
include/
not
include
in
the
summary,
what
to
include/
not
to
include
in
jobs.
how
many
jobs
to
list
or
whether
or
not
to
list
them
if
they
are
not
relevant
to
"dream
job".
we
customize
resumes
for
individual
jobs,
but
how
do
you
make
a
profile
to
generic
enough?
-­‐
10/7/2014
8:47
AM
• Yes!
I'd
love
to
have
some
hands-­‐on
experience,
and
peer/instructor
review
of
my
work.
I
also
don't
know
how
to
tweet
and
I
a
poor
user
of
Facebook.-­‐
10/7/2014
8:37
AM
• How
to
keep
building
your
profile
-­‐
such
as
best
ways
to
add
publicaAons
and
when,
as
well
as
websites,
etc.
How
to
use
your
profile
to
not
only
market
yourself,
but
your
job/company,
too
-­‐
10/7/2014
8:34
AM
• 1)
Going
into
more
detail
on
semng
up
an
effecAve
summary
2)
How
to
make
most
of
the
LinkedIn
groups
3)
How
to
publish
on
LinkedIn
-­‐
10/7/2014
8:15
AM
• LinkedIn
Business
Page
WriAng
a
profile
for
business
How
to
unlink
with
someone
Coming
up
with
powerful
headlines
As
a
business
connecAng
with
potenAal
clients
-­‐
10/6/2014
6:00
PM
• Relevant
informaAon
to
include
on
a
LinkedIn
profile.
-­‐
10/6/2014
5:44
PM
• Maximizing
groups
&
contacts
-­‐
10/6/2014
5:28
PM
22

23. PREMIUM
MEMBERSHIP
Y/N?
Especially
for
Job
Seekers

24. Pay
for
Premium
or
Not?
IF
you’re
searching
for
a
job,
sign
up
for
your
free
month

25. Keywords
are
Key
in
Your
Summary:
Premium
Feature
Do
you
have
a
call-­‐to-­‐ac0on
in
your
summary?

26. How
You
Rank
vs.
Your
ConnecAons

27. How
You
Rank
vs.
Your
ConnecAons

28. Jobs:
How
You
Stack
Up
and
Salaries:
Premium
Feature

29. Profile
Views:
Premium
Review
Seasonality
at
work…
watch
out
for
Jan.
12!

30. Profile
Views:
How
LinkedIn
“Links”
AcAons
Don’t
Always
Believe
what
LinkedIn
Tells
You…

31. STATUS
UPDATES
AND
GROUPS
Extra
Credit
LinkedIn
AcAviAes

32.
Reminder:
brain
fitness
puts
you
in
shape
for
rich
exchanges
• New
forms
of
fun,
exercise
and
moving
• Sincere
quesAons,
genuine
vulnerability
• Fresh
visuals
• Breaks
and
rest
• Experience
of
belonging
• Concerns
for
status
• MulA-­‐tasking
• FaAgue
• Stress
• Ambiguity
• InformaAon
overload
Enable
with:
Impair
with:
@
5Movez
2014
32

33. Status
Updates:
Understanding
LinkedIn
Trends
Members
who
share
content
on
LinkedIn
at
least
once
a
week
are
nearly
10
0mes
more
likely
to
be
contacted
for
new
opportuniAes
than
people
who
don’t
share.

34. Managing
your
Public
Profile:
Content
Strategy
• Check
your
profile
every
day
to
review
your
own
updates
– Are
you
adding
value
by
sharing
the
right
kind
of
informaAon?
• Follow
the
6
-­‐
3
-­‐
1
rule
in
LinkedIn:
for
every
10
posts
– Six
educaAonal
posts
of
informaAon
in
your
industry
– Three
educaAonal
posts
that
you
or
your
company
authored
– One
promoAonal
post
about
your
services
Status
Updates
Will
Define
You
eMarketer

35. Highlights:
• You
can
connect
to
up
to
50
Groups
• Group
membership
allows
you
to:
– Send
a
direct
message
any
other
group
member
– See
full
profile
informaAon
for
group
members
• Content
in
all
open
Groups
is
indexed
for
search
Warnings:
• Spam
is
highly
frowned
upon,
and
overt
promoAon
will
get
you
expelled
• You’ll
get
lots
of
“junk”
email
when
you
join
Groups
– Control
your
Group
noAficaAon
semngs
in
your
Semngs…
menu
– You’ll
be
prompted
when
you
join
to
adjust
Semngs
Groups
–
Why
They’re
Best
For
ConnecAng

36. Managing
Group
Semngs

37. Pick
ONE
Group
and
ParAcipate
Group
parAcipants
get
4x
the
Profile
views
of
non-­‐parAcipants

38. Add
Value
to
Group
Commentary

39. What
would
your
world
be
like
if…
…exchanging
with
you
was
the
richest
experience
of
peoples’
day…week…?”
-­‐
Marsha
Shenk,
5Movez
39

40. Control
your
Group
Semngs:
Interests…

41. How
Do
You
Want
to
Be
Perceived?

42. PRESENTATIONS
AND
POSTS
Sharing
Your
Thought
Leadership

43. slideshare:
Brilliant
Resource
for
MarkeAng
and
Ideas
LinkedIn
bought
slideshare
in
2012

44. SlideShare:
Brilliant
Resource
for
MarkeAng
and
Ideas
You
can
do
be`er
than
I
have…
(!!)

45. slideshare
AnalyAcs
–
New
and
Improved

46. Posts
in
Pulse:
Thought
Leadership

47. Posts
in
Pulse:
Thought
Leadership

48. Again,
what
would
your
world
be
like
if…
exchanging
with
you
was
the
richest
experience
of
peoples’
day…week…?”
-­‐
Marsha
Shenk,
5Movez
48

49. BUILDING
A
COMPANY
PAGE
For
Companies
and
HR
Professionals

50. Beef
Up
Your
Company
Brand
on
LinkedIn
h`p://blog.linkedin.com/2014/12/09/announcing-­‐linkedins-­‐best-­‐of-­‐company-­‐pages-­‐2014/

51. Company
Pages
–
Culture,
Jobs,
People

52. Company
Pages
–
Video,
TesAmonials

53. What
Past
Students
Have
Said
• Maybe
play
a
clip
from
the
Amy
Cuddy
TED
talk
that
was
discussed.
Can't
think
of
anything
else
-­‐
It
was
a
great
workshop!
-­‐
10/8/2014
12:35
PM
• how
lay
out
your
profile
in
linkedin...
what
to
include/
not
include
in
the
summary,
what
to
include/
not
to
include
in
jobs.
how
many
jobs
to
list
or
whether
or
not
to
list
them
if
they
are
not
relevant
to
"dream
job".
we
customize
resumes
for
individual
jobs,
but
how
do
you
make
a
profile
to
generic
enough?
-­‐
10/7/2014
8:47
AM
• Yes!
I'd
love
to
have
some
hands-­‐on
experience,
and
peer/instructor
review
of
my
work.
I
also
don't
know
how
to
tweet
and
I
a
poor
user
of
Facebook.-­‐
10/7/2014
8:37
AM
• How
to
keep
building
your
profile
-­‐
such
as
best
ways
to
add
publicaAons
and
when,
as
well
as
websites,
etc.
How
to
use
your
profile
to
not
only
market
yourself,
but
your
job/company,
too
-­‐
10/7/2014
8:34
AM
• 1)
Going
into
more
detail
on
semng
up
an
effecAve
summary
2)
How
to
make
most
of
the
LinkedIn
groups
3)
How
to
publish
on
LinkedIn
-­‐
10/7/2014
8:15
AM
• LinkedIn
Business
Page
WriAng
a
profile
for
business
How
to
unlink
with
someone
Coming
up
with
powerful
headlines
As
a
business
connecAng
with
potenAal
clients
-­‐
10/6/2014
6:00
PM
• Relevant
informaAon
to
include
on
a
LinkedIn
profile.
-­‐
10/6/2014
5:44
PM
• Maximizing
groups
&
contacts
-­‐
10/6/2014
5:28
PM
53

54. MINDING
THE
EDGES
All
of
our
social
profiles
maver

55. Twiver:
Interests,
News,
Sharing

56. Twiver:
Interests,
News,
Sharing

57. Twiver:
Interests,
News,
Sharing

58. Link
Your
Personal
Brand!

59. Ready
to
enable
rich
exchanges?
Thank
you!
@janetleejohnson
LinkedIn.com/in/janetleejohnson