LinkedIn is the most powerful social network for professionals, with more than five million users in Australia and 300 million globally. Discover the techniques for creating a profile that stands out in searches, how to connect and build your powerful network, lead generation, business promotion, and the secret to creating or curating content to build your reputation. Presented at CPA Congress 2015.
4. @jillianbowen #CPAcongress
LinkedIn was started in the living room of co-
founder Reid Hoffman in 2002. The site officially
launched on May 5, 2003 and had 4500 members
by end of the first month.
Jump forward to now, andโฆ
5. @jillianbowen #CPAcongress
โข 380+ million members in over 200 countries
and territories
โข Two new members per second
โข 24 languages including Chinese
โข 39 millions students and recent graduates
THE WORLDโS LARGEST
PROFESSIONAL NETWORK
6. @jillianbowen #CPAcongress
BUT WHATโS IN IT FOR ME?
โข Build your personal brand and control
professional perceptions
โข Make day to day networking easy
โข Stay relevant and current by reading and
sharing news
โข Stay connected, informed and get hired
MORE ON THIS LATER!
10. @jillianbowen #CPAcongress
BEST FACE FORWARD
Your profile photo and headline are the
first thing people see โ make them
count!
โข Dress for the job you want - and smile
โข Itโs got to be you, so no cartoons,
symbols or drawings
โข Look straight at the camera
โข Update your image every few years
11. @jillianbowen #CPAcongress
HEADLINE
โข Your headline must be compelling
enough to make people want to read
more
โข Keywords increase your chances of
being found in search
โข Itโs great to be daring with your
headline, but only if it is industry-
appropriateโฆ
13. @jillianbowen #CPAcongress
The โcheatโs guideโ to a great LinkedIn headline
What are you known for?
(Keyword) who (does what)
for (client/company) (evidence)
Still stuck? When you edit your
headline, LinkedIn can show examples
from others in your industry.
14. @jillianbowen #CPAcongress
SUMMARY
Your first impression. Donโt neglect this opportunity!
โข 2000 characters, in first person
โข Donโt use clichรฉs โ describe your experience
passionately instead of saying you are
passionate
โข Include a call to action if you want people to
connect or contact you
โข Donโt overuse โIโ โ try saying โweโ
15. @jillianbowen #CPAcongress
The โcheatโs guideโ to a great summary
โข What do you do, where did you start, and how
do you feel about it?
โข Current role: How has it progressed?
โข Big achievements โ include highlights
โข Add a quote from someone else
โข Include 3-5 short statements on your philosophy,
passion and beliefs about your industry
16. @jillianbowen #CPAcongress
EXPERIENCE
Itโs more than a company name and dates
โข Ask yourself how your experience
relates to the next role you want
โข Show donโt tell โ donโt say you build
great teams, provide an example of
when you built a team and how it added
value to the organisation
17. @jillianbowen #CPAcongress
FILL IN THE GAPS
โข Add your education then expand your
network via your alumni
โข Show more detail with projects and
publications
โข Add your volunteer work, awards,
certifications, associations and causes
โข Add your contact information
18. @jillianbowen #CPAcongress
POWER PROFILE OPTIONS
โข Optimise for search with keywords
โข Create a custom URL and add to your email
signature and business card
โข Impress with multimedia
โข Connect to your twitter account
โข Check you are visible in โPrivacy & Settingsโ
โข Turn notifications off when making small
changes
20. @jillianbowen #CPAcongress
WHY BUILD A NETWORK?
โข Hire staff or be hired
โข Market services and products
โข Bring opportunity knocking
โข Seven degrees of LinkedIn - 1000
connections gives me access to nearly 12
million professionals across the globe
21. @jillianbowen #CPAcongress
DO I NEED A PREMIUM ACCOUNT?
Only if you are serious about how you
use LinkedIn and want to:
โข Stand out
โข Have more search results and filters
โข Use analytics
โข Make contact with or be introduced
to people outside your network
22. @jillianbowen #CPAcongress
HOW TO LEVERAGE LINKEDIN
โข Create a professional brand
โข Find the right people
โข Engage with insights
โข Build strong relationships
According to LinkedIn, sales people using social
selling tactics outperform peers by 72.6%.
23. @jillianbowen #CPAcongress
ESTABLISH YOUR PROFESSIONAL BRAND
โข Complete your profile with the audience
in mind
โข Add rich content to deepen the
interactive experience
โข Create and curate content to show
people more about your expertise and
interests
24. @jillianbowen #CPAcongress
FIND THE RIGHT PEOPLE
โข Sync your contacts
โข Use the LinkedIn search tools and filters to find
decision makers
โข Leverage your colleagues, network and alumni
for warm introductions
โข Join topical LinkedIn groups to identify
potential prospects
โข Look at โother profiles viewedโ on interesting
profiles to find more connections
25. @jillianbowen #CPAcongress
ENGAGE WITH INSIGHTS
โข Become a trusted source of information by
sharing relevant insights
โข Use the LinkedIn publishing network to
stay up to date with news and trends
โข Engage in discussions with your network
26. @jillianbowen #CPAcongress
The โcheatโs guideโ to great status updates
โข Ask a question
โข Link to an article but add your own
opinion on the content
โข Add images, or share videos and
slide decks to stand out more
prominently in news feeds
โข Create your own content!
27. @jillianbowen #CPAcongress
BUILD RELATIONSHIPS
โข Be authentic and donโt always talk about
yourself
โข Follow up new contacts after you connect
โข Focus on decision makers โ quality not quantity
โข Connect with colleagues for more warm
introductions
โข Nurture relationships to stay top of mind โ
engage with other peopleโs status updates
28. @jillianbowen #CPAcongress
HOW DO YOU RATE?
The LinkedIn Social Selling Index (SSI)
measures your success in establishing
your professional brand, finding the
right people, engaging with insights
and building relationships.
Login to LinkedIn and go to
linkedin.com/sales/ssi to find out how
you are going.
29. @jillianbowen #CPAcongress
The โcheatโs guideโ to a great first impression
Before an interview or important
meeting, follow the company on
LinkedIn and review some of the
recent posts. Itโs a great conversation
starter to refer to some of the things
they are doing and they may check to
see if you are following!
32. @jillianbowen #CPAcongress
DAILY
โข Review your feed
โข Post an update
โข Comment, like and
share
WEEKLY
โข Connect with new
contacts
โข Participate in a
LinkedIn Group
discussion
โข Review who is
viewing your profile
to ensure you are
attracting the right
audience
MONTHLY
โข Review and update
your profile, adding
rich content to
showcase your most
recent work
โข Get colleagues or
established
connections to
recommend you
โข Touch base with
important contacts
in your network via
InMail
34. @jillianbowen #CPAcongress
JILLIAN BOWEN
LINKEDIN: l i n k e d i n . c o m / i n / j i l l i a n b o w e n
SLIDESHARE: s l i d e s h a r e . c o m / j i l l i a n b o w e n
TWITTER: @ j i l l i a n b o w e n
CONTACT