This document provides tips for crafting an effective LinkedIn profile and online personal brand to help one become a great job candidate. It discusses how recruiters now extensively search for candidates online and the importance of optimizing one's LinkedIn profile and online presence through keywords, a professional photo, and other tactics. Specifically, it recommends five key actions for LinkedIn profiles: walking through the "Improve your profile" section, beefing up your headline, claiming your name, selecting the best photo, and scrutinizing your public profile and settings.

1. Cra$ing
an
Effec-ve
LinkedIn
Profile
and
other
cri-cal
techniques
for
being
a
great
job
candidate
online

2. 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

3. HOW
RECRUITING
HAS
SHIFTED
Well-­‐armed
is
well-­‐aimed

4. So$ware:
the
new
invasive
species

5. 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

6. Social
recrui-ng:
the
new
norm
BENEFITS
REVIEW
SOCIAL
PROFILES?
Source:
Jobvite
2012
social
recrui;ng
survey

7. LinkedIn’s
business
focus:
HR
tools,
training
job
recruiters

8. Learning
about
LinkedIn
from
LinkedIn
Great
resource!

9. What
can
we
glean
from
LinkedIn’s
advice
to
recruiters?

10. Check
out
Talent
Pools
Source:
Slideshare
LinkedIn
Talent
Pools
Consumer
Goods
Marke<ng
Professionals
Talent
Pool
Report

11. Ques-ons
so
far?
How
can
we
take
what
we
know
about
the
HR
recrui;ng
process
and
apply
it
to
our
job
quests?

12. “PASSIVE”
JOB
SEEKERS
PREFERRED
For
recrui-ng
professionals…

13. As
jobs
become
more
compe--ve:
Source:
Jobvite
2012
social
recrui;ng
survey

14. 60%
employees
are
considered
“passive”
candidates
by
HR
Source:
2010
Adler
Group,
LinkedIn
Recruitment
Team

15. ~70%
of
ac;ve
job
seekers
have
<5
years
experience
Source:
2010
Adler
Group,
LinkedIn
Recruitment
Team

16. As
we
get
more
established
in
our
careers
we
tend
to
look
more
“passive”
Source:
2010
Adler
Group,
LinkedIn
Recruitment
Team

17. Job
sa-sfac-on
is
generally
higher
in
more
“passive”
employees
Source:
2010
Adler
Group,
LinkedIn
Recruitment
Team

18. 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

19. KEYWORDS
ARE
YOUR
NEW
BEST
FRIENDS
First,
you
have
to
be
found…

20. 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

21. Anatomy
of
a
resume
to
a
machine

22. What’s
‘seen’
by
machines

24. How
will
you
re-­‐cra$
your
resume?
Embrace
simplicity,
avoid
buzzwords

25. AND
A
VERY
IMPORTANT
SETTING
Five
most
important
things
to
do
to
improve
your
LinkedIn
profile

26. Sekngs:
Your
LinkedIn
Publicity
/
Privacy
Hub

27. Choose
your
broadcasts
carefully

28. #1:
Walk
through
‘Improve
your
profile’

29. #2:
Beef
up
your
headline

30. #3:
Claim
your
name

31. This
is
your
professional
brand…

32. #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

33. Which
is
the
best/worst
profile
photo?
Source:
newsle.com

34. #5:
Scru-nize
your
public
profile

35. Don’t
like
who
shows
up
on
your
public
profile?

36. #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

37. Then
check
your
endorsements:
How
would
you
measure
up
as
a
candidate?

38. 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

39. 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

40. How
do
you
feel
so
far?
Have
you
gathered
an
ac;on
plan
for
your
profile
at
this
point?

41. 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”

42. 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!

43. 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

44. 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)

45. It
takes
at
least
50
connec;ons:
Always
customize
your
connec-on
requests

46. People
love
helping
people
Ask
your
trusted
connec;ons
for
help
in
rounding
out
your
profile,
offer
your
help
back

47. EXAMPLES
OF
SCINTILLATING
PROFILES
In
case
of
inspira-on!

48. LinkedIn
Profile
Examples
Source:
rocktheworldbook.com

49. Easy
to
read
Scannable,
with
links
for
reference
Side
interests
round
out
the
person

50. Easy
to
read
Promo-onal
–
you
can
tell
he’s
in
sales
Presents
credibility
in
awards,
etc.

51. Easy
to
read
Quan-fies
chops
with
links
Shows
a
sense
of
humor

52. Con-nues
with
brilliant
example
of
keywords
in
the
profile!

53. MINDING
THE
EDGES
Don’t
let
the
rest
of
your
social
profiles
pull
you
down

54. Google
yourself
once
in
awhile

55. Since
I
last
gave
this
presenta-on

56. 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?

57. 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

58. Facebook:
when
in
doubt,
don’t
Period.

59. When
in
doubt…
don’t

60. Ready
to
kick
your
profile
into
gear?
Thank
you!
@janetleejohnson
LinkedIn.com/in/janetleejohnson

61. 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/