Professional Branding on LinkedIn and More

1. Networking Forum
Professional Branding on LinkedIn and Beyond

2. www.ravoth.com
• The Challenge: Evolving Environment Changing Marketplace
• Social Media Key Driver of Success
• Breakthrough Branding
• Professional Branding on LinkedIn
• SEO on LinkedIn
• Life Examples: Key Elements of a Powerful Brand on LinkedIn
• 10 PowerTips to ShapeYour brand

3. Evolving Environment & Changing Marketplace
More choices for recruiting industry
Clutter and fragmentation
Customers (businesses) more strategic, more educated,
more brand conscious & selective
More competition from individuals
Need for greater clarity of purpose and impact

4. Job Market Environment Today!
Crowded
Competitive
Complex
Limited time and $

5. 14 Years LinkedIn

6. Launched in 2003 with 4,500 members

7. LinkedIn is now
available in 19
different
languages.
7M +
Canada
250,000,000+

8. Almost 20% of Canada’s Population is on
LinkedIn
INTERESTING

9. Toronto accounts for almost 24% of
Canada’s LinkedIn members!
INTERESTING

10. Social Media Networks &
Recruiting
?

11. Which Social Media Networks are Used?

12. LinkedIn Revolutionized the World of Recruiting
LinkedIn works in the
opposite direction from
most social media
networks!

13. Recruiting Industry Loves LinkedIn

14. Which One is the Most Effective?

15. Benefits of Using LinkedIn
• Increase your visibility
• Improve your connectivity
• Enhance your search engine results
• Market your “brand” as a professional
• Conduct research to make your interview go smoother
• Explore new directions in your transition
• Ask for information, advice and referrals
• Join LinkedIn Groups ( 1,8M)
•15
•15

16. LinkedIn Groups 1.8M
•Share Content
•Find Answers
•Post and view jobs
•Make Business contacts
•Establish Yourself as SME
•Take Online Networking Offline

17. LinkedIn From the Employer’s
Perspective• LinkedIn is a quick, inexpensive and targeted way to find new networking
and recruiting opportunities
• A qualified source of credible people
• Genuine profiles
• Connections to employee networks
• Access to passive and active candidates
• Simple Key Word Searches
• Avenue to promote your Brand

18. Digital Networking Sites Beyond
LinkedIn
• www.LinkedIn.com | (https://blog.hubspot.com/blog/tabid/6307/bid/23454/the-ultimate-cheat-sheet-for-mastering-linkedin.asp
• www.Facebook.com | (https://theundercoverrecruiter.com/how-use-facebook-professional-networking-10-useful-tips/)
• www.Twitter.com | (www.socialmediaexaminer.com/8-easy-ways-to-network-on-twitter/)
• www.Instagram.com | (https://www.socialmediaexaminer.com/network-with-instagram-direct/)
• Other Useful Sites
• www.tenthousandcoffees.com
• www.shapr.co
• www.quora.com

19. New Imperative!
The Power of a Strategically Built,
Focused and Compelling
Professional Brand on LinkedIn!

21. A BRAND IS…..
What people collectively SAY,FEEL& THINK about
your professional brand.

22. Your most important professional asset!

24. Unique
Different
Relevant
Emotional

26. Powerful Positioning Statement
Positive Impacts...
With contagious energy and a passion for driving
enhancements, there is nothing that motives me more than
raising the bar and enabling the team to meet or exceed
expectations.
To move from good to great, I ask the thorny questions and
rally the team to conquer the obstacles.
I’m known by my colleagues as an executive who is fair, logical
and focused on defining issues in order to increase
operational efficiencies across an organization. I’m described
as a skilled negotiator and relationship builder who focuses on
staff, customers/clients, government, vendors and media.
Earning trust and respect while developing talent is what I
have done as a President & CEO in the not-for-profit
category and as a sales and marketing leader in the private
sector. Bringing a balanced approach, I hold true to promoting
a “family first” philosophy, knowing that happy and healthy
employees are your organization’s best return on investment.
PROFIT OPTIMIZER AND CREATOR OF BRAND VALUE
I am an accomplished CPG Finance Leader, having served as a
Kit Kat, Delissio and Purina to name just a few.
As an avid athlete, I bring the same approach and passion for winning
in sports to my work. Focus on results, collaboration, integrity,
sportsmanship and coaching are all skills that translate to my success
as an influential leader and developer of talent. I have directly led
teams of up to 20 financial professionals, and coached and trained
thousands more.
A keen analytical and creative mind have given me a proven track
record of defining winning business strategies. My ability to distill and
simply the complex into aligned and succinct actions supports the
execution of those strategies to the fullest. I believe that enabling
the full potential of the commercial organization to make optimum
investment decisions (pricing, trade and media promotional
spending, new products, capital) is critical to success.
My experience in leading major transformational change (such as a
global SAP implementation and a sales revenue definition change
with an impact of 17 billion Swiss Francs) also includes working in
Switzerland for 7 years.

27. What is Your Positioning
Statement?
•27

28. Practice Your Positioning Statement
• Take a few minutes to review your positioning statement
• Break into pairs and take turns sharing your positioning
statement. Before you start, tell your partner “who” this
message would be delivered to:
• Are you talking to someone you know well, or a referral?
• Are they a low or high risk contact?
• Share your positioning statement, listen to feedback and rotate
•28

29. •29
Final Tips for Sharing Your Positioning
Statement
 Write it down
 Read it out loud
 Use it often

30. https://www.linkedin.com/in/ravoth/
https://www.linkedin.com/in/davidstaniforth/

31. Your LinkedIn Positioning Statement –
Profile Checklist
• Avoid duplicate accounts – one per person
• Strategize your “professional headline” to clarify your brand
• Customize public profile URL (web address)
• To be found in searches, add relevant key words
• Keep descriptions of each role concise
• Ensure company names are correct (logo will appear)
• Brand consistency – your resume and social media platforms
• Be authentic, respectful and professional
• Review and modify privacy and security settings
•31

32. Samples for Inviting Someone to Connect on LinkedIn
• Sample #1 – Someone Who Viewed Your Profile
• I noticed that you viewed my profile. Thank you for doing so. I took the liberty of reviewing your profile
and I see that we have some areas of mutual interest. Please accept my invitation to connect on
LinkedIn so that we may stay in touch regarding our common areas of interest.
• Sample # 2 –Connection To Someone Who Just Connected With One Of Your 1st
Degree Connections
• I noted on my home page that you just became a first-degree connection with my first-degree
connection, (insert name). Because I value my connection with (insert name), I believe there would be
value in us connecting as well. Please accept my invitation to connect. Thank you.
• Sample #3 – Connecting To An Individual That You Discovered Through An Advanced Search When
Looking For Someone Within One Of Your Target Companies
• I am in the process of a career transition. As I explore potential next moves, I have developed a list of
companies that I find most interesting. I am hoping to find out more about your company (or, your past
company), (Insert company name). Please accept my invitation to connect.

33. www.ravoth.com
So what is
Search Engine Optimization (SEO)
and why do you need it for LinkedIn?
https://www.youtube.com/watch?v=xnnF0yEs4lM

34. www.ravoth.com
So why use Key Words?

35. • This helps more people who are looking for your career profile to find
you and network.

36. Personal Branding and Networking on
LinkedIn through SEO
Fact: The more keyword-rich content you generate
on LinkedIn, the more the LinkedIn search engine
will find (and love) you.

38. Personal Branding on LinkedIn through SEO
Fact: The more keyword-rich content you generate
on LinkedIn, the more the LinkedIn search engine
will find (and love) you.

39. 9 Steps to SEO Success on LinkedIn
a. Think & think again about keywords +
attributes
b. Put keywords in Profile Area
c. Put keywords in Background/Summary
Area
d. Put keywords in Skills & Expertise
e. Put keywords in Experience
f. Put keywords in Recommendations
g. Build your Network
h. Get Endorsed???
i. Participate and Engage in Groups

40. What is
networking?

41. What is Networking?
• Networking is:
• Talking to people to gain:
• Ideas
• Information
• Opinions / advice
• Resources
• Referrals
Networking is NOT:
•Asking for a job
•A one-way street
•Cold calling

42. KEY OUTCOMES OF NETWORKING
• Obtain information, advice and
introductions
• Understand current trends, needs and
market opportunities
• Understand how your experience can be
applied to the market
• Validate your current objective or target
• Increase your visibility and direct you to
opportunities
• Obtain at minimum another contact

43. THE HIDDEN JOB MARKET
•The 80/20 rule…
How most employers find people
Networking
“The Hidden Market”
80+%

44. HOW EMPLOYERS FIND PEOPLE
Networking
Pros
• Low competition
• Inside track on unadvertised
• Referral from contact
• Process may be faster
• You deal directly with employer
• You can research information
• Quick & confidential for the
employee/employer
• $0 for the company
Cons
• Not comfortable for everyone
• May not have strong network base
• Takes personal time

45. www.ravoth.com
Networking Pyramid
•Social/Trade
Associations
•Low Risk
Contacts
•& High
•Comfort
•Level
•HOME BASE
•WORK BASE
•SOCIAL BASE
•CASUAL BASE
•Physician
•Dentist
•Accountant,
•Real Estate &
Insurance Agents,
•Friends •Sporting Leagues
•Former
Colleagues
•Suppliers
•Vendors
•Distributors
•Former
•Employers
•Contract
•Workers
•Customers
•Family Members •Extended Family
•& Friends
•Neighbours
•(Past & Present)
•Personal Friends
•Higher Risk
Contacts & Good
•to Moderate
Comfort Level
•Social & Trade Associations

46. www.ravoth.com
Web of Contacts: 3 Degrees of
Separation
•…knows of
•a job for you
•…knows of
•a job for you
•Third
•Degree •Fourth
•Degree
•Third
•Degree
•You•You•You•You
•First
•Degree

47. Pump Up Your Network!
• Volunteer
• Join a Club
• Take a course
• Plan a party
• “Go” when invited
• Join a networking group
• Tap in other networking communities

48. So What Does Your Professional
Brand Stand
For On LinkedIn?