TIAS LinkedIn training for full-time MBA students in Tilburg As a social media platform for businesses and networking LinkedIn has never been stronger. With 2 new members joining every second of every day, it is no surprise that businesses in both the public and private sector are keen to capitalize on the world of connections that LinkedIn can offer. Furthermore, LinkedIn have been active in their enhancement of site facilities. Once seen as the favored tool of choice by recruitment agencies or job seekers (and indeed still is), the site is now capable of providing a superb service for finding, targeting and addressing your potential employees and vacancies. This workshop is about how you use LinkedIn professionally, brand yourself as an authority and use it effectively to find a job. LinkedIn Training Course Content - The current social media “landscape”; LinkedIn trends; - How to present yourself as a professional on LinkedIn; - How do I build an effective and efficient LinkedIn-profile? - Using LinkedIn for networking activities and job finding; how to collect and share information?

1. LinkedIn training
How to use LinkedIn professionally, brand
yourself as an authority and use it to
effectively find a job.
Ayman van Bregt
November 20, 2014
Voettekst van presentatie

2. Introduction - Ayman van Bregt
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• Digital Strategist who creates
meaningful digital experiences
between companies and clients
• Co-founder NSMA
(Dutch Social Media Academy)
• http://about.me/aymanvanbregt
• Twitter: @aymanvanbregt

3. Overview
• The social media landscape
• How to present yourself as a professional on LinkedIn
• How to build an effective LinkedIn profile
• Using LinkedIn for networking activities and job finding
N.B. Slides are available via http://www.slideshare.net/nsma
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4. The social media landscape

6. Media has changed
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• Linear
• Location-bound
• Limited possibilities
• Passive
Source:
h*ps://flic.kr/p/8w5ywj

8. Speed of digital and social media
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• Non-linear
• Location based
• Indefinite possibilities
• Passive and active (always on)
Source:h*p://flic.kr/p/8nNBUK

9. Laws for growth
http://en.wikipedia.org/wiki/File:Transistor_Count_and_Moore%27s_Law_-_2011.svg
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10. Laws for growth
http://en.wikipedia.org/wiki/File:Metcalfe-Network-Effect.svg
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11. The social media landscape
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12. Social technographics (user activity)
Inac%ves
Spectators
Joiners
Collectors
Cri%cs
Conversa%
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onalists
Creators
Do
not
use
social
media
View
and
read
web-­‐
content
Have
a
profile
on
a
social
network
site
Collect
web-­‐
content
Respond
to
web-­‐
content
Post
social
media
content
Produce
web-­‐
content

13. 90 – 9 – 1 Principle
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14. Social media around the world
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15. Social media around the world
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16. Social media around the world
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17. Social media used in the Netherlands
Source:
h*p://www.newcom.nl/social-­‐media-­‐onderzoek2014
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18. Social media used in business
Source:
h*p://www.b2bmarkePng.net/knowledgebank/social-­‐media-­‐markePng/features/infographic-­‐state-­‐b2b-­‐social-­‐media-­‐2013
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19. Social media and recruitment
Source:
h*p://www.jobvite.com/wp-­‐content/uploads/2014/10/Jobvite_SocialRecruiPng_Survey2014.pdf
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20. Social media and recruitment
Source:
h*p://www.jobvite.com/wp-­‐content/uploads/2014/10/Jobvite_SocialRecruiPng_Survey2014.pdf
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21. Social media and recruitment
Source:
h*p://www.jobvite.com/wp-­‐content/uploads/2014/10/Jobvite_SocialRecruiPng_Survey2014.pdf
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22. Social media and recruitment
Source:
h*p://www.jobvite.com/wp-­‐content/uploads/2014/10/Jobvite_SocialRecruiPng_Survey2014.pdf
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23. Social media and LinkedIn recruitment
Source:
h*p://youtu.be/tu1ugJKXrVM
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24. Social media and LinkedIn recruitment
• LinkedIn takes the centre of Unilever as an employment brand
• Build engagement with communities (dynamic content)
• Using power of Unilever employees
• From proces driven approach to a talent acquisition strategy
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25. Defining social media
‘Social media describes
online tools and
platforms that people
use to share opinions,
insights, experiences
and perspectives with
each other.
Social media can take
many forms, including
text, images, audio and
video. Populair social
mediums include blogs,
message boards,
podcasts, wikis and
vlogs’
- Dion Hinchcliffe -
(2006)
‘Social media are the
online conversational
channels where your
business becomes the
de facto source of
insight, information and
community through
interaction and dialogue
with your customers
and create a slow term
bond’
- Mitch Joel - (2010)
‘Media that enables you
to express and
stimulate social
behavior and gives you
the opportunity to show
interest in key persons’
- Ayman van Bregt -
(2012)
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26. Defining social media
‘Social media describes
online tools and
platforms that people
use to share opinions,
insights, experiences
and perspectives with
each other.
FuncPon
Value
Behavior
Social media can take
many forms, including
text, images, audio and
video. Populair social
mediums include blogs,
message boards,
podcasts, wikis and
vlogs’
- Dion Hinchcliffe -
(2006)
‘Social media are the
online conversational
channels where your
business becomes the
de facto source of
insight, information and
community through
interaction and dialogue
with your customers
and create a slow term
bond’
- Mitch Joel - (2010)
‘Media that enables you
to express and
stimulate social
behavior and gives you
the opportunity to show
interest in key persons’
- Ayman van Bregt -
(2012)
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27. Shift in marketing
Source:
h*p://inbound.anchorstl.com/wp-­‐content/uploads/2013/04/inbound-­‐markePng-­‐image.jpg
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28. The zero moment of truth
Source:
h*p://youtu.be/g40rrWBx2ok
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29. The social media landscape summarized
• Your potential contact decides when to look for information and via
which channel. The challenge is to be visible with the right information
the moment the person starts searching.
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30. How to present yourself as
a professional on LinkedIn

31. What is LinkedIn?
Source:
h*p://youtu.be/ZVlUwwgOfKw
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32. Value of LinkedIn
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LinkedIn can help you:
• Establish your professional profile and
control one of the top search results for
your name.
• Build and maintain a broader network of
professionals you can trust.
• Find and reconnect with colleagues and
classmates.
• Learn about other companies.
• Leverage powerful tools to find and
reach the people you need.
• Tap into the knowledge of your network.
• Discover new opportunities.

33. LinkedIn facts
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• 332 million users
• The US accounts for 107 million users
• Every 2 seconds a new member joins
LinkedIn
• LinkedIn has 187 million unique monthly
visitors
• LinkedIn has users in 200 countries and
territories
• In 2013 there were over 6 billion
searches

34. The LinkedIn ecosystem
Source:
h*p://www.webds.com/blog/social-­‐media/the-­‐ecosystem-­‐of-­‐linkedin/
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35. 1st, 2nd and 3rd degree connections
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36. LinkedIn Groups and Company pages
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37. LinkedIn Companies
Source:
h*p://www.linkedin.com/companies
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38. LinkedIn Companies
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• Careers
• Finding employees
• Products / Services

39. LinkedIn Companies
• The Netherlands: > 134,000 company pages
• United Kingdom: > 283,000 company pages
• United States: > 1,586,000 company pages
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40. LinkedIn Groups
Source:
h*p://www.linkedin.com/directory/groups
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41. LinkedIn Groups
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• Networking
• Knowledge sharing
• Thought leadership
• Career opportunities

42. LinkedIn Groups
Total: > 2,000,000 groups
• Dutch: > 82,000 groups
• English: > 1,650,000 groups
• Finance: > 16,000 groups
• Marketing: > 57,000 groups
• Change management: > 1,400 groups
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43. LinkedIn Jobs
Source:
h*p://www.linkedin.com/jobs
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44. LinkedIn Jobs
• The Netherlands: 7,000 – 8,000 job positions
• United Kingdom: 40,000 – 50,000 job positions
• United States: 1,500,000 – 1,600,000 job positions
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45. LinkedIn News
Source:
h*p://www.linkedin.com/today
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46. How to present yourself as a professional on
LinkedIn
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• LinkedIn is more than an online
resume

47. LinkedIn profile strength
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Why a strong profile?
• Present yourself as a
professional
• Higher ranking in search results

48. LinkedIn profile strength
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Four levels:
• Beginner
• Intermediate (*)
• Expert (**)
• All-Star (***)

49. LinkedIn skills
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Why add skills?
• Personal branding
• Endorsements
• Recruiters can search for them
easily

50. How to build an effective
LinkedIn profile

51. Making LinkedIn work for you
Optimise
-> Become visible
Consume
-> Be informed
Present
-> Show your
knowledge
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52. Optimise – Assignment 1
Source:
h*p://flic.kr/p/ag7QB6
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53. Consume – Assignment 2
Source:
h*p://flic.kr/p/e6v4Jr
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54. Present - Tips
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• Identify the top 10 desired
persons in your network (use
the results of assignment 2)
• Research the interests of your
top 10 list
• Align your knowledge with the
identified interests

55. 10 steps towards an effective LinkedIn profile
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• Profile in multiple languages
• Company page linked to
working experiences
• Extensive description with
working experiences
• Visual content
• Contact information
• Profile picture
• Headline
• Personalized profile url
• Summary
• Skills & expertise

56. 10 steps towards an effective LinkedIn profile
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• Use the tips in the toolkit to your
advantage
• Compare yourself with your
classmates

57. LinkedIn profile optimization tips
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• Define yourself as a personal
brand in three words
• Search for these words on
LinkedIn
• Analyze the top 5 - 10 profiles
and learn how to improve your
profile
• Monitor improvement with
information and statistics of how
often you show up in searches

58. Using LinkedIn for networking
activities and job finding

59. The effect of social networking
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60. The effect of social networking
Source:
h*ps://www.facebook.com/notes/facebook-­‐data-­‐team/anatomy-­‐of-­‐facebook/10150388519243859
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61. Social media etiquette tips
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• Show interest in your network
• Add value
• Listen and don’t act too
defensive when you get
criticized
• Send a personal note when
inviting people into your
network
There’s no wrong or right but…
• Decide how you want to use it
(personal and / or business)
• Use your common sense
• Manage expectations
• Be transparent

62. Social media etiquette tips
Source:
h*p://topdogsocialmedia.com/linkedin-­‐ePque*e-­‐infographic/
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63. LinkedIn networking tips – Who’s viewed…
Source:
h*ps://www.linkedin.com/wvmx/profile
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64. LinkedIn networking tips – Introductions
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65. LinkedIn networking tips – Profile order
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66. LinkedIn networking tips – Spelling
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67. LinkedIn networking tips – Apps
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68. Master your search skills to find a job
Source:
h*p://youtu.be/7Dt3WJzGorU
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69. Questions?

70. The potential of social media
Source:
http://youtu.be/F7pYHN9iC9I
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71. Getting started with LinkedIn
• A complete profile with relevant keywords makes you stand out
more and contributes to get better found by recruiters on LinkedIn
• Keep in touch with connections and expand your network
• Participate in groups and get noticed by recruiters and professionals
• Find relevant jobs and apply
• Follow companies to stay up to date
• Strengthen your personal brand with LinkedIn Endorsements
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72. Contact information
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• Slides available via:
http://www.slideshare.net/nsma
• E-mail: ayman@nsma.nl
• LinkedIn: http://linkd.in/nsma
• Twitter: @aymanvanbregt &
@nsma_