leveraging linkedin

LEVERAGING THE POWER OF LINKEDINJillian Bowen: General Manager – Content and Social Media, CPA Australia

@jillianbowen #CPAcongress


WHAT IS THE POINT

OF LINKEDIN?

COMPLETE YOUR

LINKEDIN PROFILE

IDENTIFY AND ENGAGE

BUILD YOUR PERSONAL

BRAND


WHAT IS THE POINT OF LINKEDIN?



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, and…


• 380+ million members in over 200 countries and territories

• Two new members per second• 24 languages including Chinese• 39 millions students and recent graduates

THE WORLD’S LARGEST PROFESSIONAL NETWORK


BUT WHAT’S IN IT FOR ME?• Build your personal brand and control

professional perceptions• Make day to day networking easy• Stay relevant and current by reading and

sharing news• Stay connected, informed and get hired

MORE ON THIS LATER!


http://ctt.ec/U805V



COMPLETE YOUR LINKEDIN PROFILE


According to LinkedIn, a complete profile increases your chance of successfully networking by 40%.


BEST FACE FORWARDYour profile photo and headline are the first thing people see – make them count!• Dress for the job you want - and smile• It’s got to be you, so no cartoons,

symbols or drawings• Look straight at the camera• Update your image every few years


HEADLINE• Your headline must be compelling

enough to make people want to read more

• Keywords increase your chances of being found in search

• It’s great to be daring with your headline, but only if it is industry-appropriate…


The ‘cheat’s guide’ to a great LinkedIn headlineWhat 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.


SUMMARYYour first impression. Don’t neglect this opportunity! • 2000 characters, in first person• Don’t use clichés – describe your experience

passionately instead of saying you are passionate

• Include a call to action if you want people to connect or contact you

• Don’t overuse ‘I’ – try saying ‘we’


The ‘cheat’s guide’ to a great summary

• What do you do, where did you start, and how do you feel about it?

• Current role: How has it progressed?• Big achievements – include highlights• Add a quote from someone else• Include 3-5 short statements on your philosophy,

passion and beliefs about your industry


EXPERIENCEIt’s more than a company name and dates• Ask yourself how your experience

relates to the next role you want• Show don’t tell – don’t say you build

great teams, provide an example of when you built a team and how it added value to the organisation


FILL IN THE GAPS• Add your education then expand your

network via your alumni• Show more detail with projects and

publications• Add your volunteer work, awards,

certifications, associations and causes• Add your contact information


POWER PROFILE OPTIONS• Optimise for search with keywords• Create a custom URL and add to your email

signature and business card• Impress with multimedia• Connect to your twitter account• Check you are visible in ‘Privacy & Settings’• Turn notifications off when making small

changes



IDENTIFY AND ENGAGE


WHY BUILD A NETWORK?• Hire staff or be hired• Market services and products• Bring opportunity knocking• Seven degrees of LinkedIn - 1000

connections gives me access to nearly 12 million professionals across the globe


DO I NEED A PREMIUM ACCOUNT?

Only if you are serious about how you use LinkedIn and want to: • Stand out• Have more search results and filters• Use analytics • Make contact with or be introduced

to people outside your network


HOW TO LEVERAGE LINKEDIN• Create a professional brand• Find the right people• Engage with insights• Build strong relationships

According to LinkedIn, sales people using social selling tactics outperform peers by 72.6%.


ESTABLISH YOUR PROFESSIONAL BRAND• Complete your profile with the audience

in mind• Add rich content to deepen the

interactive experience• Create and curate content to show

people more about your expertise and interests


FIND THE RIGHT PEOPLE• Sync your contacts• Use the LinkedIn search tools and filters to find

decision makers• Leverage your colleagues, network and alumni

for warm introductions• Join topical LinkedIn groups to identify

potential prospects• Look at ‘other profiles viewed’ on interesting

profiles to find more connections


ENGAGE WITH INSIGHTS• Become a trusted source of information by

sharing relevant insights• Use the LinkedIn publishing network to

stay up to date with news and trends• Engage in discussions with your network


The ‘cheat’s guide’ to great status updates

• Ask a question• Link to an article but add your own

opinion on the content• Add images, or share videos and

slide decks to stand out more prominently in news feeds

• Create your own content!


BUILD RELATIONSHIPS• Be authentic and don’t always talk about

yourself• Follow up new contacts after you connect• Focus on decision makers – quality not quantity• Connect with colleagues for more warm

introductions• Nurture relationships to stay top of mind –

engage with other people’s status updates


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.


The ‘cheat’s guide’ to a great first impression

Before an interview or important meeting, follow the company on LinkedIn and review some of the recent posts. It’s a great conversation starter to refer to some of the things they are doing and they may check to see if you are following!



BUILD YOUR PROFESSIONAL BRAND


DAILY

• Review your feed• Post an update• Comment, like and

share

WEEKLY

• Connect with new contacts

• Participate in a LinkedIn Group discussion

• Review who is viewing your profile to ensure you are attracting the right audience

MONTHLY

• Review and update your profile, adding rich content to showcase your most recent work

• Get colleagues or established connections to recommend you

• Touch base with important contacts in your network via InMail


http://ctt.ec/2xE6z


JILLIAN BOWENLINKEDIN: l i n k e d i n . c o m / i n / j i l l i a n b o w e nSLIDESHARE: 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

leveraging linkedin

Career