Learn how to market your brand and/or business through networking on LinkedIn. This presentation was used at Project ReStart, funded by the AARP Foundation, to help job seekers and entrepreneurs age 50+.

1. How to Use LinkedIn for Career Advancement
Presentation by: Melissa McGinnis

2.  Be Seen
◦ Publicly Available
◦ Search Engine Optimization (SEO)
 Be Available for Contact
 To Learn
◦ Follow Experts and Trends
 To Network and Connect
◦ Seek Collaboration
◦ Find Career Opportunities
 To Build Your Professional Brand
◦ Share your knowledge, expertise, and career goals

3. Visit LinkedIn.com

4. Requires an email and password

5. Requires an email and password
A place to
share info

6. • You can connect your Twitter account and post
simultaneously
• “Share with LinkedIn” is Public
• “Share with Connections” shares with those you
connected with on LinkedIn
When you
share you
can specify
your
audience

7. Use the homepage to learn about your
connections, professional interests, industry, and
more!
Scroll down
to see the
activity by
connections
and those
you follow

8. You can broaden your network by finding shared
connections
Suggestions
for people
to connect
with

9. Your profile is your online LinkedIn presence and
contains your professional information
Click to
access
your
profile

10. This is how LinkedIn users will view your profile
(with a few exceptions)

11. You can edit this link for easier sharing
Link for
public
profile
view

12. Public Profile View
Notice the prominence of the picture, name, and
headline

13. You want people to see you clearly
Consider your brand and how you want to present
yourself
Create a
headshot
for your
picture

14. Using your real name makes it easier for contacts and
recruiters to find you
Use your
real name

15. Use terms that are commonly searched
Go beyond your current job title and expand your
professional image
Your
“headline” is
your
professional
brand

16.  Make it Searchable
 Avoid Company or
Industry Jargon
 Highlight
Transferrable Skills
 Target Your Career
Goals
 Language is
EVERYTHING!

17. Treat the summary similar to a cover letter
Highlight what you are proud of
Build your brand
Summary
provides
information
about your
career, show
cases your
brand, and
provides
info about
your
direction

18.  Show how you made
a difference
◦ Pose problem
◦ Describe action
◦ Provide solution
 Use numbers with
possible
 Build your brand

19. For possible collaboration
Highlight success
Broaden your professional interests
Highlight
specific
projects

20. You don’t have to included everything especially if it
distracts from your professional brand
Avoid industry or company jargon
Work
Experience
you want to
showcase

21. Include organizations that
support your brand

22. Categorize your skills and
expertise by selecting from a
provided list
Endorse co-workers, contacts, friends, and family indicating the skills
and expertise you can account for
(maybe they will even return the favor!)

23. Provide your education

24. Provide courses if your degree
program is unfamiliar or
obscure
Endorse co-workers, contacts, friends, and family indicating the skills
and expertise you can account for
(maybe they will even return the favor!)

25. Groups you follow or are
interested in
Groups are a great way to meet people with similar professional
interests and connect

26. Certifications that support
your professional brand
Default can be changed

27. Click these
links to edit
your profile
information

28. Change your
profile
picture
Change your
name, headli
ne, location,
and
industry
Edit link
Contact info
Activity
Summary
Order Additional Heading Options

29. Exit Edit
Mode

30. Messages are like emails for only you to see

31. New activity that you may be interested in –
New connections, profile views, updates

32. Search your email periodically for new contacts

33. Can add connections easily
Suggestions
for people
you may
know based
off current
connections

34. Type an
individual’s
name

35. Results in multiple search categories based on current connections

36. Already
connected
(1st)
Shared
Connection -
Connected to
the same one
or more people
but not
connected to
each other
(2nd)

38. Great practice to add a personal note that
addresses why you want to connect

39. Great practice to add a personal note that
addresses why you want to connect

40. Other selections require specific information

41. Click to
search with
other more
specific terms

42. Click to
search with
other more
specific terms

43. Click to
search with
other more
specific terms
Create search combinations and target
specific people and key decision makers

44. Browse results, modify your search, and
more …

45. • You are the owner of a flower shop and you want
to use LinkedIn to grow your company.
• You decide to get creative and use LinkedIn to
network with other business owners to:
• Increase sales
• Increase exposure
• Partner with other businesses
• Give to charitable causes

46. Who are your customers?
Who should you build a
relationship with for referrals?
Who are the key decision
makers?

47. Event Coordinators
Funeral Homes
Caterers
Marketers
(they are good for everyone because they love making connections …
even for others!)
Hotels
Bed and Breakfasts
Restaurants
Spas/Hairdressers
… and more

48. Visualize the most amazing networking event
possible …
Who would be there?
What industry?
What company?
What location?
You can meet anyone anywhere all while
sitting at your computer!

49. Melissa McGinnis
mcginnis.m.melissa@gmail.com
www.linkedin.com/in/mcginnismelissa/