linkedin for professionals - aries
TRANSCRIPT
LINKEDIN FOR
JESSICA ARIES, J.D., LL.M.LINKEDIN.COM/IN/JESSICAARIES@JESSDARIES
ProfessionalsPersonal Branding to Conquer Your Digital Space
Branding 101
Why LinkedIn?
The Basic Structure of a Profile
Brand & Develop
Engage & Lead
Action Plan
Overview
A name, term, design, symbol, or any other featurethat identifies one seller’s good or service as distinctfrom those of other sellers. The legal term for brand istrademark. A brand may identify one item, a family ofitems, or all items of that seller. If used for the firm asa whole, the preferred term is trade name.
WHAT IS A BRAND?
Branding
- American Marketing Association
WHAT DOES A BRAND DO?
Branding
Audience Knowledge
Differentiates / Uniqueness
Displays Passion
Consistency
Exposure
Competes
A Brand ambassador is a person who ishired by an organization or company torepresent a brand in a positive light andby doing so they help to increase brand
awareness and sales. The brandambassador is meant to embody thecorporate identity in appearance,demeanor, values and ethics.
BRAND AMBASSADOR
Branding
Organizations aren't the only ones with brands;people have brands too.
PEOPLE AS BRANDS
Branding
Whether we like it or not, a large part of what we doas professionals in law firms is selling our ideas,processes, skills, and talents to attorneys within ourfirms.
WE ARE ALL SALESPEOPLE
Branding
Come in, WE’RE
OPEN
Provides the opportunity to build my own brandby capturing and promoting my skillset,experience, and capabilities as a professionalto my target audience of peers.
WHY LINKEDIN IS MY TOOL OFCHOICE...
Why LinkedIn?
LINKEDIN AS A BRANDING TOOL
Why LinkedIn?
of online adults who have graduatedfrom college are LinkedIn users.42%
Authenticity is key.
Be consistent.Continuously add value.
of online users are 35+ years old.38%Branding Groundrules
THEANATOMYOF ALINKEDINPROFILE
The Anatomy of LinkedIn
Full Name
Headline
Photo
Location
Industry
Current Position
Previous Position
Education
Connections
URL
Contact Info
Summary
Experience
Honors & Awards
Skills &
Endorsements
Education
Organizations
Other
IF YOU DOANYTHING, DOTHESE 7 THINGS:
The Anatomy of LinkedIn
Full Name
Color Photo
Title
Summary
Current Job
Education
Connect
BONUS: Custom URL
Headline - Not Just Your Job Title
Brand & Develop: Headlines
(1) Say WHAT you do(2) Say WHO you do it for / WHO you help(3) Provide CREDITBILITY
Brand & Develop: Headlines
SUMMARIES THAT DON'T JUSTSUMMARIZE
Brand & Develop: Summaries
Grab Attention (It's your Bonanza intro.)
Who You AreWhat You DoWho You Help/Serve and HowWhat Industry You ServeWho You LeadCall to Action
Brand & Develop: Summaries
Brand & Develop: Summaries
YOUR EXPERIENCE IS YOUR STORY
Brand & Develop: Experience
Experience should logicallyflow, building and showingprogression, growth, andlearned skill sets.Do NOT just copy andpaste from your resume, itlooks lazy and like you don'tknow how to use socialmedia properly.List out projects,organizational involvement,publications, andrecommendations andassociate them with yourpositions.Use photos, videos,articles, and presentationsto engage your reader.
YOUR EXPERIENCE IS YOUR STORY
Brand & Develop: Experience
Experience should logicallyflow, building and showingprogression, growth, andlearned skill sets.Do NOT just copy andpaste from your resume, itlooks lazy and like you don'tknow how to use socialmedia properly.List out projects,organizational involvement,publications, andrecommendations andassociate them with yourpositions.Use photos, videos,articles, and presentationsto engage your reader.
Features vs. Benefits
Brand & Develop: Experience
Explain the benefit of your experience, instead of listing your features. Benefitcentric writing isconsidered more "show" than "tell".
Hire, train and supervise all support staff and work on officerelocation and planning initiative.
Drawing on 20 years of human resources experience in legal,I seek out, hire, train, and supervise highly sophisticated legaltalent to save the firm the time and expense of outsiderecruiting costs.
Assess internal firm needs and developed anticipated growthassessments, to lead the Firm's Relocation and PlanningInitiative for a 50-person office.
YOUR EXPERIENCE IS YOUR STORY
Brand & Develop: Experience
XACCOMPLISHED
RELATIVE TO YBY DOING Z
"Reduced employee turnoverby 15% compared to lastthree years by researchingthe effects of employeeappreciation initiatives onemployee moral andinstituting quarterlyEmployee AppreciationBreakfasts."
The "How" is as important if not more important than the "Result".
The Google Method
THOUGHT LEADER SUPER STAR
Engage & Lead
(1) Connect - Seek outlike-mindedprofessionalconnections via yourconnections'connections, statusupdates, publishedcontent, or just good'ole search.
THOUGHT LEADER SUPER STAR
Engage & Lead
(2) Follow - Follow "influencers" and "channels" onLinkedIn to build your feed with "currated content" thatinterests you professionally and personally.
THOUGHT LEADER SUPER STAR
Engage & Lead
www.linkedin.com/pulse/discover
THOUGHT LEADER SUPER STAR
Engage & Lead
(3) Comment - Oneof the best ways todisplay thoughtleadership is bycommenting onLinkedIn blogs andupdates.
THOUGHT LEADERSHIP SUPERSTAR
Engage & Lead
(4) Groups - Groupsreinforce your personalbrand and help you connectwith like-mindedprofessionals.
Pro Tip: Looking for groupsto join? Find otherprofessionals on LinkedInwith similar job titles to youand join the groups they arepart of.
THOUGHTLEADERSHIPSUPERSTAR
Engage & Lead
Groups establishcredibility and help youestablish yourself as asubject matter expert toyour peers.
At my last firm, we would buy a "bucket ofhours" (at $157/hour) and just them up as
needed for support.
THOUGHT LEADER SUPSERSTAR
Engage & Lead
(5) Publish - Developyour own contentand publish it onLinkedIn'spublishing platform.
Thought leadershipcan be as easy assharing yourthoughts.
Action Plan
Harness the Power of your Headline
Summaries that go beyond summarizations
Experience is your story
Describe your accomplishments via the BenefitCentric Approach and/or
Google Method
The 7 MUSTs of a LinkedIn Profile:
(A) Name, (B) Color Photo, (C) Title, (D) Summary, (E) Current Job, (F)
Education, (G) Connect
Grow Your Thought Leadership:
Connect
Follow
Comment
Group Up
Publish
HELLOMY NAME IS
Awesome
Donald Trump Photo Gage Skidmore [CC BYSA 3.0 (http://creativecommons.org/licenses/bysa/3.0)], via Wikimedia Commons
Oprah Winfrey Photo By https://www.flickr.com/photos/aphroditeinnyc https://www.flickr.com/photos/aphroditeinnyc/15445694840, CC BY 2.0,https://commons.wikimedia.org/w/index.php?curid=45044905
Martha Stewart By David Shankbone Own work, CC BY 3.0,https://commons.wikimedia.org/w/index.php?curid=15049241
Kim Kardashian By Toglenn Own work, CC BYSA 3.0,https://commons.wikimedia.org/w/index.php?curid=15363887
LinkedIn User Statistics http://www.pewinternet.org/2015/08/19/thedemographicsofsocialmediausers/
References & Attribution
Thank You & Keep In Touch
Jessica Aries, J.D., LL.M.
Business Development ManagerAndrews Kurth LLPlinkedin.com/in/jessicaaries@jessdaries