Why Your Personal Brand Matters on LinkedIn | Talent Connect San Francisco 2014
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From Talent Connect San Francisco, learn how to navigate the new LinkedIn profile page as well as other tools to help you build your personal and professional brand. Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
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Why Your Personal Brand Matters on LinkedIn | Talent Connect San Francisco 2014
- 1. Why your personal brand matters on Shira Appell Customer Education Specialist LinkedIn LinkedIn Liz Kania Customer Education Specialist LinkedIn #intalent
- 2. What kind of impression do you want to make?
- 3. 313,000,000
- 4. What do you want your first impression to be? List 3 sentences that describe you professionally “Recruiter passionate about connecting talent with the right opportunity” “Recruiter for an organization that impacts social change” “Talent Acquisition leader focused on directing and defining the direction of people’s lives.” #intalent
- 5. How might a candidate perceive your brand?
- 6. The New Premium Profile Showcase Your Brand Premium Image Recommended Keywords Enhanced Profile Analytics 90 Day Who’s Viewed Profile #intalent
- 7. The New Premium Profile Showcase Your Brand Premium Image Recommended Keywords Enhanced Profile Analytics 90 Day Who’s Viewed Profile #intalent
- 8. The New Premium Profile Showcase Your Brand Premium Image Recommended Keywords Enhanced Profile Analytics 90 Day Who’s Viewed Profile #intalent
- 9. The New Premium Profile Showcase Your Brand Premium Image Recommended Keywords Enhanced Profile Analytics 90 Day Who’s Viewed Profile #intalent
- 10. Name Headline Banner image Profile photo Summary Rich media Experience #intalent
- 11. What impression does your current profile make? What on your profile matches your 3 descriptors? Picture reveals my love of life Headline describes my passion for connecting talent with opportunity Summary provides value I provide to potential prospects Rich media gives hard copy proof of the work that I do. #intalent
- 12. It starts with your picture #intalent
- 13. What makes you stand out?
- 14. Craft your searchable headline Set yourself apart #intalent
- 15. Summary: an elevator pitch Packed with passion & personality Your Professional Identity Your Passion Your Value Your Personality Your Company Pitch “Candidate advocate. Hiring manager advisor. Talent acquisition streamliner.” #intalent
- 16. Summary: an elevator pitch Packed with passion & personality Your Professional Identity Your Passion Your Value Your Personality Your Company Pitch “My passions lie in building deep relationships with mutual matches that transform careers and drive growth for innovative companies.” #intalent
- 17. Summary: an elevator pitch Packed with passion & personality Your Professional Identity Your Passion Your Value Your Personality Your Company Pitch “I listen carefully to every candidate’s career visions and consistently place candidates in their dream jobs.” #intalent
- 18. Summary: an elevator pitch Packed with passion & personality Your Professional Identity Your Passion Your Value Your Personality Your Company Pitch “A long-time resident, living here feeds my interest in culture, media, and technology as well as an unquenchable excitement about local microbreweries’ restaurants.” #intalent
- 19. Summary: an elevator pitch Packed with passion & personality Your Professional Identity Your Passion Your Value Your Personality Your Company Pitch “We are growing a world-class product team at the peak of our company’s growth and product innovation. Now is the time to join, build, and transform.” #intalent
- 20. Experience: build rapport with your audience • Emphasize scope, scale and impact • Highlight accomplishments & wins • Allow strengths and values to shine • Increase discoverability with keywords • Make it interactive with rich media #intalent
- 21. Rich media: give them a reason to interact! #intalent
- 22. What causes do you support? #intalent
- 23. If you forget, let LinkedIn guide you! In 5 Easy Steps #intalent
- 24. Have coffee with your network
- 25. LinkedIn is a professional network “Made breakfast, went for a walk, now watching Harry Potter marathon #lazysunday” #intalent
- 26. LinkedIn is a professional network “Had a great time learning about volunteering opportunities at the LinkedIn for Good breakfast this morning! #LinkedInForGood” #intalent
- 27. Communication strategy: share updates Jane Jones Welcome Samantha Lavenstein to the Acme London office! We’re happy to have you on the team! Like (22) Comment Share 2d ago Max Lotz, Colene Kremers and 20 others Jane Jones Jane Jones Always Be Closing? Try Always Be Connecting! The 6 practices you must follow if you’re in sales. The 6 Musts for Today’s Sales Executive Industry articles Love managing relationships and considering a career move? Acme is seeking a Relationship Manager in SF! Relationship Manager Execute on a strategic plan for the territory. Build strong relationships with clients. Jane Jones Jobs Acme has just released an amazing new phone! Have you had a chance to check it out? http://lnked.in/x-bXD2 Like (2) Comment Share 24m ago Colene Kremers and Alex Handris Talent brand Company news #intalent
- 28. Status updates: company #intalent
- 29. Status updates: culture #intalent
- 30. Status updates: industry #intalent
- 31. Status updates: jobs #intalent
- 32. Increase Visibility: Publishing Platform #intalent
- 33. Why your personal brand matters on LinkedIn Key takeaways 1. First impressions matter. 2. LinkedIn allows you to create a great first impression on a huge scale. 3. You have the ability to maintain a strong brand and nurture relationships beyond the first impression. 4. You have the ability to inspire potential candidates to be excited about working with you and at your company. #intalent
Notas del editor
- Tell the audience why we are STILL CONNECTED and speaking today
- Super quiet Dropping notecards, banging into eachother No eye contact Poor posture Leaning on podium “Shira it’s your line” Hi I’m Shira …real intro and tell them that we did that on purpose. Liz will alk about in a sec. Shira – Do really quick introduction. What’s number activity done on LinkedIn…
- What if you could advertise your first impression in a tasteful way at scale? You can. LinkedIn’s network has recently reached 313 Million members and is growing a 2 new members every second. LinkedIn allows you to increase your visibility to many potential leads/candidates/colleagues/business partners/people with similar interestest/ even potential friends. So just as you wouldn’t want your first impression when meeting a future boss or colleague to be a bad one, put your best foot forward by investing in your LinkedIn profile. Similar to today’s event, you are here today at this wonderful conference for multiple reasons, two of which are to learn & to network/meet other TA professionals. This event today is allowing you to scale your first impression from a one-on-one run-in and exchange of business cards in the Starbucks line TO an intentional professional networking event with over 3,000 of professionals. As we are talking today about how to enhance your professional brand on your profile, consider how you can scale your first impression to 313 M people, and just how important that is for yourself and your company.
- Liz – Shira’s notes How do we leave that desired first impression? You have complete control over the first impression people are getting of you. Is it consistent with those 3 descriptors that you wanted people to use to describe you? Now think about your LinkedIn profile or pull it up on your phone. For each of those descriptors, write down what on your profile illustrates them. Talk about what makes a good first impression here. These 3 sentences (your first impression) are the START of your professional brand.
- As a TA professional, goal is to move your leads from unaware, through familiar all the way to interested enough they would respond to your inmail to discuss a job opportunity. Something to consider: LinkedIn members do NOT just come to LinkedIn to look for a job. As I’m sure you know, about 75% of members on LinkedIn are considered passive while only 25% are considered active. Thus, the majority of our members are on linkedin for other reasons: to network, grow their knowledge and share their own subject matter expertise. As I mentioned there are many paths that lead your potential candidate on a path to learn about you and one step further - your company. Let’s look at one example see what it looks like from the candidates perspective. Raise your hand if you have ever gotten an inmail on LinkedIn from an employer wanting to speak with you about a job opportunity. Even as TA professionals, we are still being targeted for hire as well. You are on a busy bus, get the inmail and have 2 minutes until you get off at your stop. TRANSLATION: Until this inmail get’s lost forever in the black hole that is your InBox FOREVER. STOP – How do you feel? Uncomfortable, sweaty, panicked, unimpressed, or maybe this inmail isn’t worth replying to and I’ve already deleted. Depending on your response this tells you where you fall on the passive spectrum. In that amount of time you have to decide if this sender is WORTH replying to. What is the first thing you do to learn more? Click into their profile. Maybe before you have even read the full email. We spend so much time crafting the perfect message, when we focus on the message we send with our LinkedIn profile. From Colene’s profile we can learn about her background, her interests, what she is passionate about, and why she loves her company. As a passive candidate, it is much more convincing to learn about a company from the perspective of one employee living it everyday. But even more than that, it is so valuable to be able to learn about you as the TA professional and what makes you tick, and why I as the candidate might trust you with SUCH a huge decision such as uprooting my life as I know it today and changing jobs. NOTE (Connect it back to why it’s so important to build your profile.)
- 4 key enhancements with the new premium profile. Customizable Premium Image – Can select from galery options or upload your own! Helps you brand yourself, and add personality to your linkedin profile. Helps you tell a story about what type of a person you are and what you are passionate about. If you have specific recruiting initiatives you want to highlight, this is an excellent place to do it.
- 2. New functionality which recommends keywords to add into your profile that will increase the searchability of your profile. Additionally, it gives you great insight into how your profile is currently optimized with keywords. This is a great starting place to help you determine what you should add more to make your profile more compelling or what content you have in your summary that should be re-worded to increase your ability to be found. How? When editing profile, Click on the “Edit” button to the right of the Summary Statement. Recommended Words will appear in the box and become highlighted if you have already leveraged them in your summary statement.
- 3. 90 Day Who’s Viewed Your Profile – With the premium profile you are now able to see as far back as 90 days and gain insight to what types of talent are viewing your profile. This is a great place to see trends of your profile activity and compare it with your own linkedin activity. For example, the days that I post or share statuses I see an increase in views of my profile. I recommend setting goals to try and reach based on the audience you are trying to reach and monitoring on a regular basis to see how you are doing.
- 4. If you toggle to the right tab, the enhanced profile analytics also gives you an opportunity to see how you stack up against your connections, your colleagues, and professionals with similar profiles in profile views. If you want to take a lesson from one of these highly ranked individuals you can review their profiles and gather some tips that you can replicate on your own profile! Many such tips and best practices we will now talk through which will hopefully inspire to take these back to edit your own profiles.
- Your brand starts here! Goal: The new profile enhancements give you an opportunity to distinguish yourself from the masses and give a window to you as a person with features like: The New profile enhancements give you an opportunity to distinguish yourself from the masses give a window to you as a person with features like: Customizable banner – to express your visual/creative side and liven up your profile Rich media – to showcase your professional wins and your company’s talent brand Publishing platform, so you can let your personality shine through and separate your profile from that of a stale resume
- Liz – How do we leave that desired first impression? You have complete control over the first impression people are getting of you. Is it consistent with those 3 descriptors that you wanted people to use to describe you? Now think about your LinkedIn profile or pull it up on your phone. For each of those descriptors, write down what on your profile illustrates them. Talk about what makes a good first impression here. These 3 sentences (your first impression) are the START of your professional brand. What illustrates those 3 descriptors on your LinkedIn profile? What is your brand? How do you frame your brand?
- Liz Profile picture should be only of oneself and worthy of a business card. Profiles with images get higher InMail response rate than those without. What you do The value you provide Your goals
- CLICK - What makes you stand out? In my last role as a recruiter, and in my current role I see a lot of LinkedIn Profiles as you can imagine. I have observed that while our member profiles may look visually appealing and attractive they all start to look a lot a like. So, one key question you should ask yourself as you update your profile is - What sets you apart from other recruiters or TA professionals? And even more importantly to WHOM are you trying to stand out. What is your audience. Is it to software engineering or marketing candidates (individuals) or is it to other professionals who you want to learn from and network with? One way to set yourself apart is with your headline. When I ran a search in LI Recruiter for a recruitment or TA professional, I came up with 4 million results. So again, I ask you what makes you stand out? And why might a candidate want to connect with you? You all have the opportunity to personalize your public brand on linkedin to really show a potential candidate or even someone you want to network with, what makes you YOU.
- Pull your profile up on your phone and don’t start scrolling. and ask yourself would I want to find out more about this person? We talked about the profile being your first impression, but your headline is one of the first places someone looks at on your profile and you don’t want it to be the last. A study was actually performed by mashable that tracked where people spent the most time looking at. how long people’s gaze spent where people’s eyes spent the longest 2 inches (now 3 with the iphone 6) to mamke an impact Take a second to review your headline and ask yourself – Is this the first impression I want to leave my network with? Take the next 2 minutes to update it. And remember, it’s not set in stone, it’s something you can edit until you get it right.
- Liz - Let’s talk about your summary. A summary should include 4 areas – who you are (not what you do) , why you love what you do, the value you provide to your organization, and a little more about yourself, personally. This is a huge opportunity to showcase your company’s talent brand and why you love working where you do. This is where you can really tell the story of what it is like to work at your company. Use your own work experience to engage candidates in why you love to work there and why they will too. Now, you can make your summary even more powerful by adding rich media. I’ve seen great summaries that include employee testimonials, tours of the office, etc. Use this space to help start influencing your candidates toward your organization by showcasing your company brand.
- Liz What you do What you’re passionate about The value you provide Inject your personality Sell your company
- Liz What you do What you’re passionate about The value you provide Inject your personality Sell your company
- Liz What you do What you’re passionate about The value you provide Inject your personality Sell your company
- Liz What you do What you’re passionate about The value you provide Inject your personality Sell your company
- Make it sounds more like you. Remove formal bullets that copied and pasted from resume.
- It’s important to keep your goal and/or target audience in mind when uploading rich media to your profile. Your goal when your intended target audience visits your profile is to get them to keep scrolling and rich media gives them a point of interaction to keep them on your page. Upload rich media to your summary AND experience. Only use YouTube videos or SlidesShare presentations. Showcase your company culture, “day in the life” videos Talent acquisition expertise like Interview Tips or Success stories in placing candidates in their dream jobs! Don’t recreate the wheel – leverage existing content on your company career page like slideshare presentations that showcase product updates or your company’s achievements Does your company have a YouTube channel, if so leverage videos like diversity and inclusion or company culture videos to showcase your talent brand. Rich media allows your connections and potential connects to learn and engage with your personal and professional brand so they can get a taste for who you are and what you are passionate about.
- We are all passionate about our jobs, but what you do outside of work shines light on who you are inside. This an a key area of the profile that people often overlook, but the volunteer section of a profile can help you connect with individuals with common goals or who believe in the same causes. Additionally, this is a great place to also brand the nonprofit or volunteer work your company believes in as well which ties it back to why you work where you do. Find a common interest point
- Today we have shared a number of best practices you should consider when updating your profile, but we don’t expect you to remember everything. So before your hand starts cramping (or I should say thumb for those of you taking notes on your phone), there’s a feature in LinkedIn that walks you through building out your profile. Additionally, can access and update your profile on the go via mobile, so when you have that epiphany moment while twidling your thumbs on your commute to work (as long as you are not driving – here at linkedin we believe in hands free) you can easily edit your profile in real time.
- Liz – It doesn’t stop at your profile. Go BEYOND your first impression. Interact with your network. Have coffee with your network.
- How many of you share jobs with your network? How many people only share jobs. Don’t be a part of the whitle Here is a well rounded strategy with the types of posts you might want to be sharing and we will share some good examples. One sentence: Brand yourself as an expert in your industry. Maybe you’re a healthcare recruiter. Share knowledge that will help your healthcare candidates expand their careers. Communication Strategy: Share Updates Say: When it comes to sharing content, there are three main types of posts you can share: Do: use the pointer to point out each bullet as you are speaking about it Talent brand and company news: Share updates to promote your employer’s brand by sharing key messages and updates about your business, and promote your company’s talent brand by sharing articles or postings that colleagues have shared. You can tag your company, and also any new starters or hiring managers in your company. Tagging others increases the viral reach of your post. We’ll talk more about tagging in our demo. Industry articles: Share industry-related articles to position yourself as an expert in the industry in which you recruit. This will keep your posts relevant to your target audience. Jobs: Share jobs occasionally, but use this as an opportunity to showcase your employer brand and use a call to action. Start the conversation, pique interest… Engaging with your network by sharing varied types of content keeps you top of mind, which will help them to think about you if they or others they know are considering a new opportunity. Time: 2 minutes
- First impressions matter 3 sentences that describe what you want the first impression of you to be Headline LinkedIn allows you to create a GREAT first impression on a HUGE scale Beyond the first impression – you have the ability to maintain a strong brand and nurture relationships Inspires potential candidates to be excited about working with you/at your company