how to build your professional brand on linkedin

How to Build Your Professional Brand on LinkedIn

Jennifer UrbanskiGovernment & Consulting Lead |

CanadaLinkedIn Marketing Solutions

2

AGENDA

1LinkedIn Overview

2Brand Basics

3Connections Matter

4Graduate to Content

Connect to Opportunity

Create economic opportunity for every member of the global

workforce

Our vision

4

Connect the world’s professionals to make them more productive

and successful

Our mission

For our Members

The professional profile of record

IdentityConnect all of the world's professionals

Networks KnowledgeThe definitive professional publishing platform

SlideShare InfluencersPulseGroups

Data & Insights

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*

32M

467M+200K+Professionals

join daily

Spend TimePersonal Networks

Invest TimeProfessional Networks

Info on friendsInfo on personal interestsEntertainmentKill timeSocialise

Maintain professional identityMake useful contacts

Updates on brandsKnowledge & current affairs

Career info

Source: The Mindset Divide research study, TNS, September 2012

Mindset: Social v Professional Networks

LinkedIn elicits trust amongst professional users Social Network association with “a trustworthy source of professional content”

among frequent/occasional professional users

LinkedIn

71% 40% 31%

Facebook TwitterSource:LinkedIn/Millward Brown Mindset Divide Study, 2014

So, what does this mean for you?

LinkedIn is more than just a job board.

It’s all about the feed

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This is the key to unlocking opportunity

But you can’t be in the feed, if you don’t have a profile

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So, let’s get you to “All Star” profile strength!

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1. Background photo

2. Professional headshot

3. Title, Industry, 500+ Connections

4. Tiny URL

5. Summary (3 Paragraphs)

6. Work Experience

7. Skills

8. Volunteer Experience & Causes

9. Share, Upload, Publish

Professional Profile

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OPPORTUNITY

What you know

Who you know

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Connections Matter

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Start with Your Education Network!

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PROFILE DATA

SCHOOL

GRADUATION

GROUPS

A MEMBER’S PROFILE

LOCATION

DEGREE

JOB TITLE

FIELD OF STUDY

COMPANY

SKILLS

NAME

AGE

GROUPS

IP ADDRESS

FUNCTION, SENIORITYSIZE, INDUSTRY

SKILLS

University of Toronto

Class of 2011 = 29 years old

CMA, LEWIS, Social Tools

Toronto, ON, Canada

Bachelor of Science

Sr. Marketing Manager = Marketing Function + Sr. IC Seniority

Communications

Simply Measured, 51-200, Industry

SEO, Social Media, Digital Marketing, Blogging

Danie Smith

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Research Companies

• Company information

• How You’re Connected

• Employees and Followers

• Updates & Industry News

• Similar companies viewed

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So now you’ve got the basics down…

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Graduate to Content

More engagementwith content vs. jobs

7xContent

Jobs

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Content can change your life

1Engage with content in the newsfeed to

stay top of mind with your network

2Your activity showcases your interests and skill-

set

3Measure your

progress through your own data and

analytics

LIVE DEMOLet’s cover…

Now it’s YOUR turn….

The professional profile of record

IdentityConnect all of the world's professionals

Networks KnowledgeThe definitive professional publishing platform

SlideShare InfluencersPulseGroups

Data & Insights

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