This document provides guidance on building a professional brand on LinkedIn. It recommends adding a professional photo and compelling headline, writing a summary that highlights accomplishments and skills, detailing work experience, including recommendations and volunteer experience, finding and joining relevant groups, using messaging to connect with your network, and publishing content to showcase expertise. The goal is to optimize your profile, network, and use of LinkedIn's publishing tools to connect with opportunities and establish yourself as a thought leader in your industry.

1. Building Your Professional Brand
on
Michael Cirrito
General Manager | LinkedIn Federal
mcirrito@linkedin.com

2. Agenda
Welcome Remarks
Rock Your Profile
Publishing & Updates on LinkedIn
Closing Remarks

3. LinkedIn is a social media platform for your professional self
450M+Members across the globe
LinkedIn is the world’s largest
professional social network

4. Our vision: create economic
opportunity for every member of the
global workforce
A set of circumstances that makes it possible to do something
A chance for employment or promotion
op·por·tu·ni·ty
noun

5. 5
Digitally mapping the global economy to connect talent with
opportunity at massive scale
Members Companies Jobs Skills Schools Knowledge

6. Rock Your Profile
6

7. Add a
professional photo
Edit your LinkedIn URL
1
More views with a profile
photo than without
14x
Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing
7

8. Write an attention-
grabbing headline
2
Explain what it is you do or what you want to do
Show your passion and value
8

9. 9
Below your photo and name-card you will see a range
of different sections:

10. Draft a
compelling summary
3
Focus on your accomplishments and
aspirations
Recommend 40 words or more
Include keywords – not buzzwords
10

11. Detail your past
work experience
4
More profile views than
those without
12x
11

12. 5
Add examples of your work
with Rich Media
Photos, videos, articles, SlideShare etc.
Give a dynamic, visually appealing
representation of your professional story
12

13. Ask for Recommendations
6
Ask previous or current employers
Give some to get some
Seek honest and credible recommendations
13

14. Include Volunteer
Experience & Causes
7
More profile views than
those without
6x
Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing
14

15. You’re here! now what?
15

16. 16
Find and
join Groups
Participate in discussions related
to your industry

17. Become an Interested Candidate
Interested Candidates
help recruiters to
prioritize their search
activity

18. Run a search for a person’s profile
18
Build Your Network: search for people on LinkedIn
Start with the main Search bar
at the top – type in a name.
If you spot them go to their
profile.
If you don’t see them
straightaway, hit Enter…

19. Find fellow alumni
• Search by what they studied, where they
work, graduation year
• Make sure to include a personal note with
your connection request
• To navigate there:
• My Network > Find Alumni
• Students & Alumni tab

20. Use messaging to reach
out to your network
Chat-style interface for short-form and
lightweight conversations.
Research what your connections have been
up to (where they work, what they’ve been
posting, if there’s jobs at their company) –
and use messages to connect.

21. Privacy & Security

22. Privacy & Security

24. 24
Publishing on LinkedIn:
Crafting Your Story

25. LinkedIn has become one of the largest
publishers of professional digital content
Pulse Influencers &
Publishing
GroupsSlideShare
25

26. You can get insights from top industry and government leaders….

27. You can learn relevant information and
showcase what you know on LinkedIn through:
27
…. And develop yourself as a thought leader
1
Keeping up with
industry trends
You can learn about your area
of interest through articles and
updates on LinkedIn
2
Researching companies
and jobs
LinkedIn has tons of information
about specific companies and jobs
you can search through
3
Sharing content
By sharing content yourself
and contributing to conversations,
you can show off your own areas
of expertise

28. Publishing How To:

29. Your Brand &
Expertiese
Published articles get
pinned to your profile
below the top card
making it easy for
viewers to see the
issues and topics
that are important to
you.

30. Publishing Archive
Trust:
Is created through consistency
over time. Your acrhive
demonstrates your
commitment, curiosity, and
expertises on the important
issues in your professional life.

31. Updates How To:
Tips:
1. Start with curation
2. Use photos to drive
engagement
3. Be true to yourself.

32. Authentic Content = More Engagement
Dan Roth: Jeff, how do you think about your social media presence?
Jeff Weiner: I guess part of the answer is, I don’t…. I think about authencically
communicating about the things that are meaningul to me
Watch Interview

33. In summary
33

34. In summary:
1. Get your Photo and Headline up – these are the first things people see
2. Complete these important sections – Summary, Education, Experience,
and Volunteer & Causes
3. See if you can include even more information in your profile, such as
Languages or Awards
4. Use Updates & Publishing to reinforce your professional brand

35. ©2014 LinkedIn Corporation. All Rights
Reserved.
©2014 LinkedIn Corporation. All Rights
Reserved.
QUESTIONS?