Using LinkedIn, Facebook, and Twitter can help you land that dream job. This presentation gives you tips and techniques to broaden your job search using social media and social selling.

1. Sell Yourself with Social Media
and Get That Job
▪ Mike Ellsworth
▪ NextPhase Selling

2. ▪ LinkedIn user since June 16, 2003, 6 weeks
after it debuted (member number 8893)
▪ Networking online since the ‘80s
▪ 15 years at Nielsen Co.
▪ 6 years as IT strategy consultant
▪ 10 years at State of Minnesota
▫ Program Director of CareerOneStop
▫ But here as a citizen
2
6/4/2019

3. Test Your Acronym Knowledge
▪ BTW
▪ FWIW
▪ FYI
▪ IMHO
▪ LOL
▪ ROFL...CGU
▪ BFF
▪ TTYL
3

4. Test Your Acronym Knowledge - Boomer Edition
▪ BTW
▪ FWIW
▪ FYI
▪ IMHO
▪ LOL
▪ ROFL...CGU
▪ BFF
▪ TTYL
Bring the Wheelchair
Forgot Where I Was
Found Your Insulin
Is My Hearing-Aid On?
Living on Lipitor
Rolling on the Floor
Laughing ... Can't get
Up!
Best Friend Fell
Talk to You Louder
4

5. ▪ Job Seeking Trends
▪ Selling Yourself
▪ Search for Companies & Contacts
▪ Join Groups
▪ Triangulate with Facebook
▪ Tweet Regularly
▪ Become Findable
▪ Create Relationships
▪ Prepare for the Interview
5
6/4/2019

6. Job Seeking Trends — Your Resume
▪ Here’s what recruiters said will get a resume
rejected in 2016:
▫ Impersonal Applications
(No Hiring Manager’s Name) — 84%
▫ No Thank You Note After Interview — 57%
▫ Resumes Aren’t Customized &Tailored —
54%
▫ No Cover Letter — 45%
▫ No Follow Up With Employer After Interview
— 37%
6

7. Job Seeking Trends — Cover
Letter
▪ Not obsolete, but may be
read by a robot
▪ Keywords
▪ Customize
▪ Describe the benefit you
will deliver, not how great
you are
7

8. Moving Your Search Online —
Goals
Top Goals for Online
Networking
▪ Create a community of
contacts who can
recommend you and
connect you
▪ Conduct research on
employers
8

9. Moving Your Search Online —
Goals
Top Goals for Online
Networking
▪ Expand your job search to
new markets
▪ Create a higher profile
▪ Build your personal brand
9

10. 10
You are part of a marketplace.
You need to stand out
6/4/2019

11. Don’t forget online reputation . . . 11
Think of Yourself as a Brand

12. Think of Yourself as a Brand
▪ Do you buy a product by just looking at the
wrapper?
▪ Your resume is your wrapper
▪ Your employee goodness – skills, drive,
motivation – is on the inside
▪ Get the
inside out
12

13. Job Seeking Trends — LinkedIn
▪ LinkedIn is very important for more and more
jobs
▫ Many employers let you use LinkedIn
profile to apply
▪ LinkedIn goal: connect the world’s workers
▪ Headlines are crucial
▫ Must reflect your
brand
13

14. Why Use LinkedIn?
▪ It’s a social networking
site
▪ For professionals and
increasingly for all
types of workers
▪ 62% of LinkedIn
users make less than
$75K per year
▪ 590 million worldwide
▪ 154 million in US
14

15. Who is on LinkedIn?
15
Recruiters!

16. Who is on LinkedIn?
▫ 450,000+ Companies
16
Employers!

17. Who is on LinkedIn?
▫ 15M Jobs!
17
Jobs!

18. Recruiting Goes Social
▪ Social recruiting is now the norm—95% of
recruiters use social to support their
recruiting
▪ 89% of all recruiters report having hired
someone through LinkedIn
18

19. YOU’RE UNEMPLOYED
YOU’RE UNDERQUALIFIED
YOU’RE SHY
• If you’re getting passed over for jobs that are in your wheelhouse,
you may be shooting too low. Start applying for more senior
positions. Of course, do the opposite if you’ve been aiming high.
• Highlight recent accomplishments rather than years of experience.
• Customize your qualifications, listing them in the same fashion
and order as the employer.
• When reaching out to LinkedIn connections for feedback or help,
imagine how you would feel if the tables were turned. You would
help out, and they will too.
• Make sure your resume is rock solid. More often than not,
correcting simple mistakes on a resume will do wonders for
your search.
• Be willing to freelance or work part-time. Getting your foot
in the door might result in a full-time job.
• Use LinkedIn Company Pages and LinkedIn Pulse to read
up on topics you may discuss. Acing your preparation can
really help with your confidence.
• Practice, practice, practice. If a phone call to a connection or
employer is going to be difficult, iron out potential rough
spots in advance by rehearsing with a job search buddy.
• Demonstrate how your skills and experience can solve key
business problems.
Common Job Search Problems
19

20. To Do on LinkedIn
▪ Ensure Your Personal Profile is Complete
▪ Search for Employers, Partners, Referrers
▪ Build Your Network
▪ Join Groups
▪ Search for Jobs
20

21. DAY ONE CHECKLIST
Update your LinkedIn Profile and resume
Make sure your profile has a professional-looking photo, compelling summary,
and job descriptions that highlight your achievements
Setup saved job alerts
Create one or more searches in the Jobs tab on your home page, then save
them. You can select daily or weekly email alerts when new jobs that meet your
criteria are posted
Setup time to talk about your search
Discuss your job search with a trusted close friend or family member—someone
who will give you an honest assessment and good advice
Make a list of the skills you want to develop
What can you add to your skillset to make your next role more than “just a job?”
Expert Tip:
Uploading your connections to LinkedIn or the LinkedIn Job Search app will allow
you to easily see who you know at companies that you are interested in.
6/4/2019

22. Your LinkedIn Profile
▪ Pay attention to your
professional headline
▪ Consider adding
keywords to your job title
▪ Use your summary for
additional keyword
content
▪ Add projects and other
extra sections on
LinkedIn
▪ Continue collecting
endorsements 22

23. Branding on LinkedIn
23
The background picture—
don’t leave it blank!
The headshot—make sure
people can see you.
Professional picture only.
The headline—this is part of
your personal branding
statement

24. Building Your Brand Starts with the Headline
▪ Create a LinkedIn professional headline
▫ Not: Sales at ABC Corporation
▫ Sales and Revenue Growth in
Cloud-Enabled Technology
Solutions
24

25. Building Your Brand with Your Headline
25

26. Building Your Brand with Your Summary
26
The summary—your personal
branding statement

27. Building Your Brand with Your Summary
▪ Your summary is your personal branding
statement
▪ Summary should be focused
▪ Place the most important skills first
▪ Not too long, or short, or wordy
▪ Use keywords; that’s how you’ll be found
27Image: Nick Youngson, Alpha Stock Images CC BY-SA 3.0

28. Building Your Brand with Your Summary
▪ Think about your assets for an employer
▫ How can you contribute to your
employer’s success?
▪ Think about your goals
▫ Think beyond the next job
▫ Think career
28

29. Building Your Brand with Your Summary
▪ Think about your
Unique Selling Proposition
▫ What can you do that nobody else can do?
29

30. Personal Branding Statement – 1
▪ Creative customer service professional, with
a wealth of cross-functional experience, and
a proven track record of customer and
employer satisfaction. Strengths include a
high level of commitment, strong problem-
solving skills, unique detail orientation, and
cutting Microsoft Office skills. Technical
affinity for learning and using software. An
insightful, relatable, team player. “Secret”
government clearance since March, 2013.
30

31. Personal Branding Statement – 2
▪ Professional individual content and balance
with work and life. Happy, healthy and
friendly person. Respected for hard work
honesty. True to oneself. Compassionate
with others.
31

32. Personal Branding Statement – 3
▪ Employment Counselor and Human Resources
Professional interested in working in a university
setting as a career counselor or in a corporate
setting as a recruiter.
Specialties: Employment Counseling, Recruiting,
Event Planning, On-Boarding New Employees,
Career Development Facilitator and Training &
Development
StrengthsFinder Signature Talent Themes:
Woo, Communication, Harmony, Empathy, and
Includer 32

33. Personal Branding Statement – 4
▪ Since 2013 <LI Member> has presented or performed at over 120 universities, colleges,
high schools, middle schools, elementary schools, conferences, celebrations, forums, and
meetings to educate and encourage others to understand cultural competency,
entrepreneurship, and bridging the gap between millennials and workforce opportunities
that improve personal, professional, and career development, among other initiatives. <LI
Member> is currently working on an educational advising center program which would
facilitate the admission of South Sudanese students to colleges and universities across
the world. He was among the 11 nominated for the 2014 Sioux Falls Humanitarian Award by
the Sioux Falls Human Relations Commission. In 2014, <LI Member> formed the Sioux Falls
Youth Initiative which is a non-profit youth organization providing extracurricular athletic
programs infused with educational and life skills. In 2015, Conscious Youth Solutions was
formed through a 3 month feasibility study assessment surveying 240 participants in
Sioux Falls. In 2015, CYS was 1 of 20 businesses to participate in the 1st 3 month incubator
hosted by The Bakery, an entrepreneurship center. In 2016, he was 1 of 20 presenters to
speak at the OTA: Bismark Conference representing the three state region of Minnesota,
North Dakota, and South Dakota. In 2017 <LI Member> moved to Minneapolis and currently
is the VP Strategic Partnerships at <Employer>, MN first online beer startup delivering
fresh, local craft beer direct from breweries to customers. He has recently joined the
Global Shapers Minneapolis hub, which is a network of city-based Hubs composed of
dynamic leaders under 30 years old who seek to develop their leadership potential towards
serving society. With more than 3,500 Shapers in over 450 Hubs worldwide, the
community unites an unprecedented array of young change-makers. His role has been to
communicate with professional executives, stakeholders, and businesses enabling
partnerships and collaboration. 33

34. Personal Branding Statement – 5
▪ I am a member of an award-winning collaborative career
counseling team who has consistently met and exceeded
program degree completion, employment, enrollment and
retention goals for 10 consecutive years, resulting in A+
grades from the federal and state government. Awarded
the State of Minnesota Exceptional Team of the Year
Award for outstanding program performance and
exceptional client service. Career Counseling and
Academic Advising professional with 10 plus years proven
work experience in Dislocated Worker Program and career
counseling.
34

35. Personal Branding Statements
Which personal brand statement is most effective?
1. Creative customer service professional
2. Professional individual content and balance with work and
life
3. Employment Counselor and Human Resources
Professional
4. Since 2013 <LI Member> has presented or performed at
over 120 universities, colleges, high schools . . .
5. I am a member of an award-winning collaborative career
counseling team
Who would you hire?
35

36. Your Personal Branding Statement
1. What are you most passionate* about? What
do you care deeply about?
2. What are your top 3 or 4 personal attributes
– the things that define how you make things
happen?
* Do NOT start: “I am passionate
about . . .” It has become a cliché.
Everybody’s passionate.
36

37. Personal Branding Statement
3. What are your 3 or 4 greatest strengths or
top motivating skills (things you love doing)
that have benefitted your employers and
how?
4. What differentiates you from your
competition for your next job? What do you
have to offer that no one else does?
37
Image: Ian Hughes, CC BY 2.0
https://www.flickr.com/photos/epredator/2881923254

38. LinkedIn
▪ Body of the profile must have examples that
support your brand
▪ Listing a current position is critical to getting
found
▪ Include a call to action
▪ A personal website
or blog can boost
your brand
38

39. Build Your Brand
▪ Consider getting a logo and banner image
▫ Fiverr - $5+ for a logo
▫ Canva for do-it-yourself
39

40. Make Your LinkedIn Profile Public
▪ Can be found on Google!
▪ Use consistent keywords
40

41. ▪ Job Seeking Trends
▪ Selling Yourself
▪ Search for Companies & Contacts
▪ Join Groups
▪ Triangulate with Facebook
▪ Tweet Regularly
▪ Become Findable
▪ Create Relationships
▪ Prepare for the Interview
41
6/4/2019

42. Social Selling
▪ A concept that
emphasizes engagement
▪ Create relationships
▪ Give before you get
▪ Become the only answer
▪ Develop a community of
people who can
recommend and endorse
you
42

43. Selling Yourself
▪ Think of yourself as a product
▪ Create a marketing plan
▪ Create a sales plan
▪ Curate your brand
43

44. You as the Product
▪ You have features
▫ Skills
▫ Talent
▫ Experience
▪ You are in a marketplace
▫ Who are your competitors?
▫ What’s your unique selling proposition?
▪ You need to market your brand
▫ Resume, cover letter
▫ Social media
44

45. You as the Product — Empathy
▪ Use empathy — put yourself in the place of
the hiring manager
▪ What are his/her
▫ Goals?
▫ Needs?
▫ Challenges?
▪ How can you solve his/her problems?
45

46. Basics of Social Selling
▪ Understand the talent acquisition process
46

48. Basics of Social Selling
▪ First step: establish your reputation
online
48

49. Basics of Social Selling
▪ Always be connecting – let everyone know
you’re looking
49

50. Basics of Social Selling
▪ Curate content – send interesting things to
contact
50

51. Basics of Social Selling
▪ Listen on social, not just job boards, LinkedIn
51

52. Basics of Social Selling
▪ Track how you’re doing
52

53. Basics of Social Selling – Track Progress
▪ 1st degree connections
▪ Target companies
followed
▪ 1st degree connections
in target companies
▪ Local professional
groups joined
▪ Updates per week
▪ Connections to recruiters
▪ Inbound requests to
connect (Number up?
You’re getting attention)
▪ Profile Searches
▪ Profile Views
53

54. ▪ Job Seeking Trends
▪ Selling Yourself
▪ Search for Companies & Contacts
▪ Join Groups
▪ Triangulate with Facebook
▪ Tweet Regularly
▪ Become Findable
▪ Create Relationships
▪ Prepare for the Interview
54
6/4/2019

55. Search Companies
55

56. Search Companies
56

57. Searching for Contacts on LinkedIn
▪ Works fine, is powerful
▪ Limits you to 100 search results
▪ You can search for LinkedIn jobs via Google,
but not LinkedIn members
57

58. Searching for Contacts on LinkedIn
58

59. Making Contact on LinkedIn
▪ Research first
▪ Find out about the potential contact
▫ What groups? Join them
▫ Read any posts
▫ Engage with their updates & posts
▪ Publish posts on LinkedIn
59

60. Making Contact on LinkedIn
▪ Be careful in accepting connections
▫ They can see the contact info you share
on LinkedIn
▫ Consider ignoring those without a photo
▪ Never send a connection request without
explaining why
▫ Common interests
▫ What you can contribute
▫ Don’t ask!!!! Offer
60

61. Three Degrees of LinkedIn
3rd
1st
1st
1st
1st
1st
1st
1st
2
2nd
2nd
2nd
2nd
3rd
3rd
3rd
3rd
3rd
3rd
2nd
Peter Winer Chris Brogan Guy Kawasaki
6/4/2019

62. Searching for Jobs on LinkedIn
▪ Select “Jobs” when searching
▪ Can narrow by location, date posted,
LinkedIn features, company, and experience
level
62

63. 6/4/2019

64. 6/4/2019

65. Searching for Jobs on LinkedIn
▪ Set a job alert
65

66. 6/4/2019

67. Research Positions
67

68. Research Employees
68

69. ▪ Job Seeking Trends
▪ Selling Yourself
▪ Search for Companies & Contacts
▪ Join Groups
▪ Triangulate with Facebook
▪ Tweet Regularly
▪ Become Findable
▪ Create Relationships
▪ Prepare for the Interview
69
6/4/2019

70. Why Join a LinkedIn Group?
▪ Networking
▪ Professional development
▪ Build your personal brand
70

71. Join Your Targets’ Groups
▪ Visit the target’s profile page
71

72. 72

73. 73

74. Finding LinkedIn Groups
▪ Searching for groups has gotten harder
▪ Start an empty search by putting your cursor
(or tapping) the search box and pressing
enter or selecting the magnifying glass icon
▪ You’ll see a page banner like the following
74

75. Connecting via LinkedIn Groups
▪ Select More and you see:
▪ Select Groups
75

76. Connecting via LinkedIn Groups
▪ You see a list of all LinkedIn Groups
▪ Now when you search using the search box,
you’ll see groups
76

77. 6/4/2019

78. Connecting via LinkedIn Groups
▪ Select the group to bring up the group page
▪ Select Request to join
78

79. Joining a LinkedIn Group
79

80. Connecting via LinkedIn Groups
▪ To return to a group, select the Work icon in
the top LinkedIn bar
80

81. Connecting via LinkedIn Groups
▪ Select the group
81

82. Connecting via LinkedIn Groups
▪ Find the person’s Groups and join them
▪ Don’t send a generic connection
▫ Always personalize
▫ Give a reason
▪ Don’t start with a connection request
▫ State your common interests
82

83. Comment on Prospect’s Posts
83

84. Post Your Own Thoughts and Questions
▪ Try to make your posts relevant to others
▪ Don’t baldly ask if anyone can connect you to
a hiring manager
84

85. Post Your Own Thoughts and Questions
▪ Once you’ve established yourself, message
group members
85

86. Join My Group
86

87. ▪ Job Seeking Trends
▪ Selling Yourself
▪ Search for Companies & Contacts
▪ Join Groups
▪ Triangulate with Facebook
▪ Tweet Regularly
▪ Become Findable
▪ Create Relationships
▪ Prepare for the Interview
87
6/4/2019

88. Triangulate with Facebook
▪ Decide how you want to use Facebook
▪ Even if you decide not to use professionally,
you need to ensure your behavior is
professional
▪ Friends of friends can see your posts, even if
they are marked as “friends-only”
88

89. Decide How You Want to Use Facebook
▪ Some keep Facebook
private and use other
networks for job
seeking
▪ Others combine social
and professional use
89

90. Use Facebook Professionally
▪ Make sure your profile is professional
▫ No beer barfing pix
▫ Only information you want business
contacts or prospective employers to see
▪ Create a simple profile using minimal
graphics
▪ Be careful
90

91. Searching on Facebook
▪ One way is to type the name of the prospect
or company in the search box at the top of
any page
91

92. Searching on Facebook
▪ Select from the listings shown
92

93. 93

94. 94

95. 6/4/2019

96. ▪ Job Seeking Trends
▪ Selling Yourself
▪ Search for Companies & Contacts
▪ Join Groups
▪ Triangulate with Facebook
▪ Tweet Regularly
▪ Become Findable
▪ Create Relationships
▪ Prepare for the Interview
96
6/4/2019

97. Tweet Regularly
▪ Twitter is the billboard
▪ What do you want
others to see on your
billboard?
▪ Keywords in your
profile
▪ To get followers,
follow others of
interest
▫ Find via search
97

98. Share Content Relevant to Your Industry
▪ Get Buffer – buffer.com
98

99. Share Content Relevant to Your Industry
▪ Install the Buffer browser widget
99

100. Find Content of Interest to Your Prospects
▪ Use Google to find relevant content
100

101. Find Jobs on Twitter
101

102. Save Twitter Searches
102

103. Save Twitter Searches
▪ Click in the search box
103

104. Use Hashtags
▪ A way to tag a word as a keyword
▪ Precede the word with a #
▫ #hunger
▫ #socialjustice
▪ Often used to group tweets during or about
events
▫ #smbmsp
▪ More specific than just using a regular
keyword
104

105. Ask for Help
▪ Ask for help on social media
▪ Use appropriate hashtags like
▫ #hireme
▫ #MBA
▫ #linkedin
▫ #resume
▫ #needajob
105

106. Search Using Hashtags
▪ Enter the hashtag in the search section
106

107. Search Using Hashtags
▪ Hashtags recruiters use:
▫ #job
▫ #jobs
▫ #jobpost
▫ #employment
▫ #recruiting
▫ #hiring
107
▫ #career
▫ #staffing
▫ #JobListing
▫ #JobOpening
▫ #JobTips
▫ #JobHuntChat
▫

108. Promote Yourself: Get Re-Tweeted
▪ Retweeting is when someone who saw your
message sends it out to their network
▪ Best possible outcome of a tweet
▫ “You don’t know who the best evangelist
will be for your product or service [you!].”
– Guy Kawasaki
108

109. Promote Yourself: Get Re-Tweeted
▪ To Retweet, copy the message and put RT in
front of it or use the symbol at the
bottom of the post
109

110. ▪ Job Seeking Trends
▪ Selling Yourself
▪ Search for Companies & Contacts
▪ Join Groups
▪ Triangulate with Facebook
▪ Tweet Regularly
▪ Become Findable
▪ Create Relationships
▪ Prepare for the Interview
110
6/4/2019

111. Become Findable – Use Keywords
▪ Develop keywords
▫ Search for your job on LinkedIn
▫ Notice the words people use in their
profile descriptions
▫ Include the most popular and relevant
ones in your profile, resume, social media
111
Image CC BY-SA 3.0 Nick Youngson / Alpha Stock Images

112. Become Findable – Find Keywords
▪ Find keywords
▫ Use autocomplete in Google
▪ Use Ubersuggest
112Image CC BY-SA 3.0 Nick Youngson Alpha Stock Images

113. 6/4/2019

114. Become Findable – Be Consistent
▪ Create a consistent message
▪ Echo it in all your social media profiles
114
LinkedIn Twitter Facebook

115. Triangulate Your Social Media Presence
Link your social media
properties together
▪ Tweet about your blog
▪ Blog about your
Facebook page
▪ Link your blog to your
Website
▪ Link your Twitter feed to
LI and FB statuses
▪ Email signature
115

116. ▪ Job Seeking Trends
▪ Selling Yourself
▪ Search for Companies & Contacts
▪ Join Groups
▪ Triangulate with Facebook
▪ Tweet Regularly
▪ Become Findable
▪ Create Relationships
▪ Prepare for the Interview
116
6/4/2019

117. Create Relationships
▪ Remember, it’s social media
▫ Not social advertising
▫ Not social marketing
▪ The goal is to create relationships that can
help you find a job
▫ Not spamming the world with your needs
▫ Social selling instead
117

118. Begin the Connection Process
▪ Don’t send a generic connection
▫ Always personalize
▫ Give a reason
▪ Don’t start with a connection request
▫ Need a reason
▫ Find the person’s Groups
and join them
118

119. Relationship Steps
1. Begin Relationships
▫ Don’t ask too soon
▫ Ask to connect at the
right time
▫ Show interest in your
prospect - personally
2. Draw Them Closer
▫ Solve your prospects’
problems
▫ Ask for coffee
▫ Deepen the relationship
119

120. Relationship Steps
3. Ask for Help
▫ Only at the right time
▫ Better to wait for
them to suggest
120

121. Your Social Selling Job Search Plan
▪ Search for Companies & Contacts
▫ Create a list of target companies
▫ Search for them on LinkedIn and
Facebook
▫ Research their job positions
▫ Search for relevant employees
▫ Begin the connection process
121

122. Your Social Selling Job Search Plan
▪ Join Groups
▫ Join the groups your targets are in
▫ Comment on their posts
▫ Post your own thoughts and questions
▪ Tweet Regularly
▫ Find content of interest to your targets
▫ Curate it and post on Twitter
▫ Follow #jobs
▫ Ask for help
122

123. Your Social Selling Job Search Plan
▪ Triangulate with Facebook
▫ Use Facebook professionally
▫ Find companies and targets
▪ Become Findable
▫ Make your LinkedIn profile public
▫ Make your Facebook profile public
▫ Consistent, effective
keywords in your profiles
123

124. ▪ Job Seeking Trends
▪ Selling Yourself
▪ Search for Companies & Contacts
▪ Join Groups
▪ Triangulate with Facebook
▪ Tweet Regularly
▪ Become Findable
▪ Create Relationships
▪ Prepare for the Interview
124
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125. 6/4/2019

126. Prepare for the Interview
▪ Google your targets
▫ Google company personnel
▫ Find any commonality
▫ Be careful what you disclose!
▪ Google the company
▫ Make sure you:
▫ Understand their business
▫ Can suggest how you can
contribute
▫ Can give your value
proposition
126

127. Questions?
127

128. Thank You!
▪ You are welcome to connect with me:
▫ Mike Ellsworth
▫ Twitter: @MikeEllsworth
▫ LinkedIn: LinkedIn.com/in/MikeEllsworth
▫ Facebook:
facebook.com/MichaelJEllsworth
– Social Media for Job Search LinkedIn
Group: bit.ly/otzeF
– Infinite Pipeline: bit.ly/InfPipe
128