portland state university cepe: crafting an effective linkedin profile workshop
DESCRIPTION
I gave this presentation to people who attended the Portland State University's Center for Executive and Professional Education workshop last week. It was as fun and educational for me as (I hope) it was for those in attendance.TRANSCRIPT
![Page 1: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/1.jpg)
Cra$ing an Effec-ve LinkedIn Profile
and other cri-cal techniques for being a great job candidate online
![Page 2: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/2.jpg)
Our Agenda
• How recruiters search for people online • Prac-cal -ps for cra$ing your career profile:
• Cra$ing a resume to be read best by a machine • Crea-ng your personal brand online
– Top five ac-ons to take on LinkedIn – Top ten phrases to avoid on LinkedIn – Minding the edges of social media
![Page 3: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/3.jpg)
HOW RECRUITING HAS SHIFTED Well-‐armed is well-‐aimed
![Page 4: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/4.jpg)
So$ware: the new invasive species
![Page 5: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/5.jpg)
Since 2008 there has been substan-ve change in recrui-ng… yet not.
“Direct personal contact with real people is to be the most successful way to find new employment.” “Younger people some-mes expect to solve the whole thing online, and this some-mes works, but real people reaching out to real people always proves to be the best way.”
Source: 2012 Right Management Survey
![Page 6: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/6.jpg)
Social recrui-ng: the new norm BENEFITS
REVIEW SOCIAL PROFILES?
Source: Jobvite 2012 social recrui;ng survey
![Page 7: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/7.jpg)
LinkedIn’s business focus: HR tools, training job recruiters
![Page 8: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/8.jpg)
Learning about LinkedIn from LinkedIn
Great resource!
![Page 9: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/9.jpg)
What can we glean from LinkedIn’s advice to recruiters?
![Page 10: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/10.jpg)
Check out Talent Pools
Source: Slideshare LinkedIn Talent Pools
Consumer Goods Marke<ng Professionals Talent Pool Report
![Page 11: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/11.jpg)
Ques-ons so far?
How can we take what we know about the HR recrui;ng process and apply it to our job quests?
![Page 12: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/12.jpg)
“PASSIVE” JOB SEEKERS PREFERRED For recrui-ng professionals…
![Page 13: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/13.jpg)
As jobs become more compe--ve:
Source: Jobvite 2012 social recrui;ng survey
![Page 14: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/14.jpg)
60% employees are considered “passive” candidates by HR
Source: 2010 Adler Group, LinkedIn Recruitment Team
![Page 15: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/15.jpg)
~70% of ac;ve job seekers have <5 years experience
Source: 2010 Adler Group, LinkedIn Recruitment Team
![Page 16: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/16.jpg)
As we get more established in our careers we tend to look more “passive”
Source: 2010 Adler Group, LinkedIn Recruitment Team
![Page 17: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/17.jpg)
Job sa-sfac-on is generally higher in more “passive” employees
Source: 2010 Adler Group, LinkedIn Recruitment Team
![Page 18: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/18.jpg)
What if you’ve not worked in awhile?
• Over 70% of hiring managers surveyed by LinkedIn said they considered volunteer work as legi-mate work experience
• Show your enthusiasm, exper-se, energy through your photo, your recommenda-ons and your regular status updates on LinkedIn
![Page 19: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/19.jpg)
KEYWORDS ARE YOUR NEW BEST FRIENDS
First, you have to be found…
![Page 20: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/20.jpg)
Machines are… well, machines
• Keywords are cri-cal: – In your resume – In your profile, headline and content on LinkedIn
• Keywords should match your ‘perfect job’ – Always choose keywords based on fact – But make allowances for other job possibili-es
![Page 21: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/21.jpg)
Anatomy of a resume to a machine
![Page 22: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/22.jpg)
What’s ‘seen’ by machines
![Page 23: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/23.jpg)
![Page 24: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/24.jpg)
How will you re-‐cra$ your resume?
Embrace simplicity, avoid buzzwords
![Page 25: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/25.jpg)
AND A VERY IMPORTANT SETTING Five most important things to do to improve your LinkedIn profile
![Page 26: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/26.jpg)
Sekngs: Your LinkedIn Publicity / Privacy Hub
![Page 27: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/27.jpg)
Choose your broadcasts carefully
![Page 28: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/28.jpg)
#1: Walk through ‘Improve your profile’
![Page 29: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/29.jpg)
#2: Beef up your headline
![Page 30: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/30.jpg)
#3: Claim your name
![Page 31: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/31.jpg)
This is your professional brand…
![Page 32: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/32.jpg)
#4: Select your best photo
Your photo is cri-cal to your profile – “You’re seven <mes more likely to have your profile viewed if you
have one. Like a house that’s on sale, the assump-on is that if there’s no photo, something’s wrong.”
– HSN Beauty found that, when paging through LinkedIn profiles, 19% of recruiters look only at your profile picture. • And they’re looking for your energy, more than anything…
– “No dog, no husband, no baby!” Your photo is meant to show you at your professional—not personal—best.
Source: Forbes 8 Mistakes You Should Never Make on LinkedIn
![Page 33: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/33.jpg)
Which is the best/worst profile photo?
Source: newsle.com
![Page 34: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/34.jpg)
#5: Scru-nize your public profile
![Page 35: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/35.jpg)
Don’t like who shows up on your public profile?
![Page 36: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/36.jpg)
#6: Use job descrip-ons for good keywords
• Based on this job descrip-on, you might use: – Public rela-ons – Media rela-ons – Corporate communica-ons
strategy – Worked with execu-ve team – Built internal
communica-ons campaigns – Developed external
communica-ons strategy – Internal communica-ons
strategy – Implements communica-on
tools
![Page 37: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/37.jpg)
Then check your endorsements: How would you measure up as a
candidate?
![Page 38: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/38.jpg)
Use first person “I managed… I drove…” as you write your profile
• Sprinkle your profile with appropriate keywords – Don’t forget it’s how you’ll be found
• Use numeric examples – Increased leads by 1150% y/y
• Show your style – sparingly, but show it – This is your first impression, let your personality shine through
• Break up long paragraphs with bullets – People have very short aten-on spans – Some folks prefer to scan for content – don’t make anyone work too
hard • NEVER claim exper-se or experience that you can’t back up
with facts
![Page 39: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/39.jpg)
Top 10 phrases to avoid on LinkedIn
1. Crea-ve 2. Organiza-onal 3. Effec-ve 4. Mo-vated 5. Extensive exper-se • Bonus! – Social Media Expert
6. Track Record 7. Innova-ve 8. Responsible 9. Analy-cal 10. Problem solving
Show… don’t tell
![Page 40: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/40.jpg)
How do you feel so far?
Have you gathered an ac;on plan for your profile at this point?
![Page 41: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/41.jpg)
Cura-ng endorsements, recommenda-ons
• Todd Wasserman, marke-ng editor for digital newsblog Mashable, calls endorsements a Facebook “Like” for business skills
• Recommenda-ons are a whole new level of engagement – a comment instead of a “Like”
![Page 42: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/42.jpg)
Endorsements should tell YOUR story
• You don’t automa-cally have to accept every endorsement – Especially true when you’re endorsed for "skills and exper-se" that aren’t on your LinkedIn profile
– Those you may not be interested in developing on your next job
• Accept only those that bring you alive
• My bad!
![Page 43: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/43.jpg)
How to hide an endorsement
• Go to Edit Profile • Scroll to in the Skills and
Exper;se sec-on of your LinkedIn profile
• Find the skill and uncheck the box(es) for endorsements you want to hide
• Between 12-‐15 skills are recommended
![Page 44: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/44.jpg)
If you ask for a recommenda-on, give one back!
• It’s fine to ask for writen recommenda-ons – AZer you’ve been connected for awhile – When the person you’re asking knows you
• It’s best to dra$ up a proposed recommenda-on with the request – PR people make up quotes for approval all the -me – It saves your prospec-ve recommender valuable -me
• Offer a recommenda-on in return – It’s very poor form not to offer or return the favor – This is a personal gripe (it happens to me all the -me)
![Page 45: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/45.jpg)
It takes at least 50 connec;ons: Always customize your connec-on requests
![Page 46: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/46.jpg)
People love helping people
Ask your trusted connec;ons for help in rounding out your profile, offer your help back
![Page 47: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/47.jpg)
EXAMPLES OF SCINTILLATING PROFILES
In case of inspira-on!
![Page 48: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/48.jpg)
LinkedIn Profile Examples
Source: rocktheworldbook.com
![Page 49: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/49.jpg)
Easy to read Scannable, with links for reference Side interests round out the person
![Page 50: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/50.jpg)
Easy to read Promo-onal – you can tell he’s in sales Presents credibility in awards, etc.
![Page 51: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/51.jpg)
Easy to read Quan-fies chops with links Shows a sense of humor
![Page 52: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/52.jpg)
Con-nues with brilliant example of keywords in the profile!
![Page 53: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/53.jpg)
MINDING THE EDGES Don’t let the rest of your social profiles pull you down
![Page 54: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/54.jpg)
Google yourself once in awhile
![Page 55: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/55.jpg)
Since I last gave this presenta-on
![Page 56: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/56.jpg)
Your photos and tone are important
• Many recruiters will review your social profiles – Most hiring managers (and poten-al employees) will absolutely look you up
REVIEW SOCIAL PROFILES?
![Page 57: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/57.jpg)
Brand yourself appropriately • Tweet about your passions,
your interests, your areas of job growth
• ReTweet smart content • Review your pages regularly
• Google+ is growing in importance for search results and authen-ca-on
![Page 58: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/58.jpg)
Facebook: when in doubt, don’t
Period.
![Page 59: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/59.jpg)
When in doubt… don’t
![Page 60: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/60.jpg)
Ready to kick your profile into gear?
Thank you! @janetleejohnson
LinkedIn.com/in/janetleejohnson
![Page 61: Portland State University CEPE: Crafting an Effective LinkedIn Profile Workshop](https://reader033.vdocuments.site/reader033/viewer/2022060109/55520c4bb4c905421a8b5529/html5/thumbnails/61.jpg)
Addi-onal Resources • htp://mashable.com/2013/04/13/linkedin-‐profile-‐-ps/ • htp://www.rocktheworldbook.com/extras/contest • htp://www.wired.com/business/2013/04/the-‐real-‐reason-‐
you-‐should-‐care-‐about-‐linkedin/ • htp://topdogsocialmedia.com/linkedin-‐marke-ng-‐
infographic/