This document provides tips for crafting an effective LinkedIn profile and online personal brand to help one become a great job candidate. It discusses how recruiters now extensively search for candidates online and the importance of optimizing one's LinkedIn profile and online presence through keywords, a professional photo, and other tactics. Specifically, it recommends five key actions for LinkedIn profiles: walking through the "Improve your profile" section, beefing up your headline, claiming your name, selecting the best photo, and scrutinizing your public profile and settings.
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Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop
1. Cra$ing
an
Effec-ve
LinkedIn
Profile
and
other
cri-cal
techniques
for
being
a
great
job
candidate
online
2. Our
Agenda
• How
recruiters
search
for
people
online
• Prac-cal
-ps
for
cra$ing
your
career
profile:
• Cra$ing
a
resume
to
be
read
best
by
a
machine
• Crea-ng
your
personal
brand
online
– Top
five
ac-ons
to
take
on
LinkedIn
– Top
ten
phrases
to
avoid
on
LinkedIn
– Minding
the
edges
of
social
media
5. Since
2008
there
has
been
substan-ve
change
in
recrui-ng…
yet
not.
“Direct
personal
contact
with
real
people
is
to
be
the
most
successful
way
to
find
new
employment.”
“Younger
people
some-mes
expect
to
solve
the
whole
thing
online,
and
this
some-mes
works,
but
real
people
reaching
out
to
real
people
always
proves
to
be
the
best
way.”
Source:
2012
Right
Management
Survey
6. Social
recrui-ng:
the
new
norm
BENEFITS
REVIEW
SOCIAL
PROFILES?
Source:
Jobvite
2012
social
recrui;ng
survey
13. As
jobs
become
more
compe--ve:
Source:
Jobvite
2012
social
recrui;ng
survey
14. 60%
employees
are
considered
“passive”
candidates
by
HR
Source:
2010
Adler
Group,
LinkedIn
Recruitment
Team
15. ~70%
of
ac;ve
job
seekers
have
<5
years
experience
Source:
2010
Adler
Group,
LinkedIn
Recruitment
Team
16. As
we
get
more
established
in
our
careers
we
tend
to
look
more
“passive”
Source:
2010
Adler
Group,
LinkedIn
Recruitment
Team
17. Job
sa-sfac-on
is
generally
higher
in
more
“passive”
employees
Source:
2010
Adler
Group,
LinkedIn
Recruitment
Team
18. What
if
you’ve
not
worked
in
awhile?
• Over
70%
of
hiring
managers
surveyed
by
LinkedIn
said
they
considered
volunteer
work
as
legi-mate
work
experience
• Show
your
enthusiasm,
exper-se,
energy
through
your
photo,
your
recommenda-ons
and
your
regular
status
updates
on
LinkedIn
20. Machines
are…
well,
machines
• Keywords
are
cri-cal:
– In
your
resume
– In
your
profile,
headline
and
content
on
LinkedIn
• Keywords
should
match
your
‘perfect
job’
– Always
choose
keywords
based
on
fact
– But
make
allowances
for
other
job
possibili-es
32. #4:
Select
your
best
photo
Your
photo
is
cri-cal
to
your
profile
– “You’re
seven
<mes
more
likely
to
have
your
profile
viewed
if
you
have
one.
Like
a
house
that’s
on
sale,
the
assump-on
is
that
if
there’s
no
photo,
something’s
wrong.”
– HSN
Beauty
found
that,
when
paging
through
LinkedIn
profiles,
19%
of
recruiters
look
only
at
your
profile
picture.
• And
they’re
looking
for
your
energy,
more
than
anything…
– “No
dog,
no
husband,
no
baby!”
Your
photo
is
meant
to
show
you
at
your
professional—not
personal—best.
Source:
Forbes
8
Mistakes
You
Should
Never
Make
on
LinkedIn
33. Which
is
the
best/worst
profile
photo?
Source:
newsle.com
36. #6:
Use
job
descrip-ons
for
good
keywords
• Based
on
this
job
descrip-on,
you
might
use:
– Public
rela-ons
– Media
rela-ons
– Corporate
communica-ons
strategy
– Worked
with
execu-ve
team
– Built
internal
communica-ons
campaigns
– Developed
external
communica-ons
strategy
– Internal
communica-ons
strategy
– Implements
communica-on
tools
37. Then
check
your
endorsements:
How
would
you
measure
up
as
a
candidate?
38. Use
first
person
“I
managed…
I
drove…”
as
you
write
your
profile
• Sprinkle
your
profile
with
appropriate
keywords
– Don’t
forget
it’s
how
you’ll
be
found
• Use
numeric
examples
– Increased
leads
by
1150%
y/y
• Show
your
style
–
sparingly,
but
show
it
– This
is
your
first
impression,
let
your
personality
shine
through
• Break
up
long
paragraphs
with
bullets
– People
have
very
short
aten-on
spans
– Some
folks
prefer
to
scan
for
content
–
don’t
make
anyone
work
too
hard
• NEVER
claim
exper-se
or
experience
that
you
can’t
back
up
with
facts
39. Top
10
phrases
to
avoid
on
LinkedIn
1. Crea-ve
2. Organiza-onal
3. Effec-ve
4. Mo-vated
5. Extensive
exper-se
• Bonus!
– Social
Media
Expert
6. Track
Record
7. Innova-ve
8. Responsible
9. Analy-cal
10. Problem
solving
Show…
don’t
tell
40. How
do
you
feel
so
far?
Have
you
gathered
an
ac;on
plan
for
your
profile
at
this
point?
41. Cura-ng
endorsements,
recommenda-ons
• Todd
Wasserman,
marke-ng
editor
for
digital
newsblog
Mashable,
calls
endorsements
a
Facebook
“Like”
for
business
skills
• Recommenda-ons
are
a
whole
new
level
of
engagement
–
a
comment
instead
of
a
“Like”
42. Endorsements
should
tell
YOUR
story
• You
don’t
automa-cally
have
to
accept
every
endorsement
– Especially
true
when
you’re
endorsed
for
"skills
and
exper-se"
that
aren’t
on
your
LinkedIn
profile
– Those
you
may
not
be
interested
in
developing
on
your
next
job
• Accept
only
those
that
bring
you
alive
• My
bad!
43. How
to
hide
an
endorsement
• Go
to
Edit
Profile
• Scroll
to
in
the
Skills
and
Exper;se
sec-on
of
your
LinkedIn
profile
• Find
the
skill
and
uncheck
the
box(es)
for
endorsements
you
want
to
hide
• Between
12-‐15
skills
are
recommended
44. If
you
ask
for
a
recommenda-on,
give
one
back!
• It’s
fine
to
ask
for
writen
recommenda-ons
– AZer
you’ve
been
connected
for
awhile
– When
the
person
you’re
asking
knows
you
• It’s
best
to
dra$
up
a
proposed
recommenda-on
with
the
request
– PR
people
make
up
quotes
for
approval
all
the
-me
– It
saves
your
prospec-ve
recommender
valuable
-me
• Offer
a
recommenda-on
in
return
– It’s
very
poor
form
not
to
offer
or
return
the
favor
– This
is
a
personal
gripe
(it
happens
to
me
all
the
-me)
45. It
takes
at
least
50
connec;ons:
Always
customize
your
connec-on
requests
46. People
love
helping
people
Ask
your
trusted
connec;ons
for
help
in
rounding
out
your
profile,
offer
your
help
back
56. Your
photos
and
tone
are
important
• Many
recruiters
will
review
your
social
profiles
– Most
hiring
managers
(and
poten-al
employees)
will
absolutely
look
you
up
REVIEW
SOCIAL
PROFILES?
57. Brand
yourself
appropriately
• Tweet
about
your
passions,
your
interests,
your
areas
of
job
growth
• ReTweet
smart
content
• Review
your
pages
regularly
• Google+
is
growing
in
importance
for
search
results
and
authen-ca-on