linkedin for recruiters: going beyond the basics · linkedin for recruiters: going beyond the...
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LinkedIn for Recruiters:Going Beyond the Basics
9/27/2019 1
LINKEDIN FOR RECRUITERS: GOING BEYOND THE BASICS
In partnership with
PRESENTED BY
ANTHONY JULIANO
HOW MOST
PEOPLE USE
BUILDING A PROFILE
MAKING CONNECTIONS
SITTING BACK AND WAITING FOR
GOOD THINGS TO HAPPEN
LinkedIn for Recruiters:Going Beyond the Basics
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COMPANY PAGES &
PERSONAL
PROFILES: WHAT
MATTERS MOST
EXPANDING YOUR
NETWORK
NEXT LEVEL
COMPANY PAGES
& PERSONAL
PROFILES: WHAT
MATTERS MOST
▪ THE ROLE OF THE COMPANY PAGE
▪ YOUR PROFILE: WHAT MATTERS
MOST
▪ ATTAINING “ALL-STAR” STATUS
▪ ATTRACTING CANDIDATES TO
YOUR PROFILE
THE ROLE OF THE
COMPANY PAGE
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▪ COMPANY PAGES ARE USUALLY “OWNED” BY
MARKETING
▪ PEOPLE WANT TO COMMUNICATE WITH PEOPLE
▪ SOME EMPLOYEES HAVE MORE CONNECTIONS
THAN THE COMPANY HAS FOLLOWERS
▪ BEST BET: USE BOTH
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9/27/2019 4
YOUR PERSONAL PROFILE IS THE REAL OPPORTUNITY…
AND HERE’S WHAT TO FOCUS ON
2 QUESTIONSTO ASK BEFORE DOING ANYTHING ELSE
QUESTION 1:
WHAT DO YOU WANT TO BE
KNOWN FOR?
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9/27/2019 5
QUESTION 2:
WHAT PROBLEM DO YOU SOLVE—AND FOR WHOM?
▪ EVERYTHING YOU SAY SHOULD BE RELEVANT TO
YOUR WORK
▪ MAKE IT FUTURE FACING
▪ STRIKE A BALANCE BETWEEN SUBSTANCE AND
BREVITY
▪ THE PROFILE IS JUST ONE WAY TO TELL YOUR
STORY—AND NOT EVEN THE BEST WAY (MORE
ON THIS LATER)
▪ YOUR NAME
▪ YOUR PHOTO
▪ HEADLINE
▪ “ABOUT” SUMMARY
▪ RECOMMENDATIONS
THESE FOLLOW YOU
WHEREVER YOU GO
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▪ DEFINITELY HAVE ONE: PROFILES WITH PHOTOS
ARE 14X MORE LIKELY TO BE VIEWED
▪ CHOOSE A HIGH-QUALITY IMAGE AND MAKE
SURE IT REPRESENTS YOU WELL AS A
PROFESSIONAL
▪ IF YOU USE SOMETHING OTHER THAN
A STANDARD HEADSHOT, HAVE A REASON
▪ USE A BACKGROUND PHOTO
LinkedIn for Recruiters:Going Beyond the Basics
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HEADLINES: MORE THAN
JUST YOUR JOB TITLE
QUESTION 2:
WHAT PROBLEM DO YOU SOLVE—AND FOR WHOM?
LinkedIn for Recruiters:Going Beyond the Basics
9/27/2019 8
YOUR
“ABOUT” SUMMARY SHOULD
BUILD OFF YOUR HEADLINE
I help organizations reach their strategic goals through the development and execution of smart
marketing and social media strategy.
In my work at Asher Agency (https://asheragency.com/), I consult with our clients to understand
their marketing challenges. Asher then responds with strategies and tactics aligned with the
client's budgets, timelines, and desired outcomes. My specific responsibilities include account
service, writing, and strategy, and my areas of expertise include higher education, professional
services, and healthcare.
I also participate in the agency's business development efforts, seeking new opportunities and
client relationships that match our skills with prospective clients' needs.
Finally, I am a seasoned public speaker and trainer on a variety of topics, including
communication, marketing, branding, productivity, and social media (with a specific focus on
LinkedIn). I have taught credit and non-credit classes at three colleges and have served as a
keynote speaker, presented at international conferences, and delivered a TEDx presentation.
Specialties: Communication, Marketing Strategy, Social Media, Writing, Public Speaking,
Productivity, Training, LinkedIn, Evernote
▪ WRITE WELL, MAKE IT CONVERSATIONAL, AND
MATCH YOUR PERSONALITY
▪ KEEP IT CONCISE
▪ START WITH A “TOPIC SENTENCE”
▪ USE STRATEGIC REPETITION
▪ MAKE IT FUTURE FACING
▪ INCORPORATE A CALL TO ACTION (IF APPLICABLE)
▪ REMEMBER, IT’S ABOUT THEM, NOT YOU
LinkedIn for Recruiters:Going Beyond the Basics
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LET OTHERS TELL YOUR
STORY VIA
RECOMMENDATIONS
ATTAINING “ALL-
STAR” STATUS
LinkedIn for Recruiters:Going Beyond the Basics
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▪ PROFILE PHOTO
▪ YOUR CURRENT POSITION AND 2 OR MORE PAST
POSITIONS
▪ 5 OR MORE SKILLS
▪ SUMMARY
▪ YOUR INDUSTRY
▪ LOCATION
▪ AT LEAST ONE EDUCATION ENTRY
▪ 50 OR MORE CONNECTIONS
▪ PROFILE “FRESHNESS”
ATTRACTING CANDIDATES
TO YOUR PROFILE
KEY TO SUCCESS:
POSITION YOURSELF AS A RESOURCE. DON’T JUST
TELL CANDIDATES WHAT YOU DO; TELL THEM HOW
YOU CAN HELP THEM REACH THEIR GOALS.
LinkedIn for Recruiters:Going Beyond the Basics
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▪ BE GENEROUS WITH ADVICE AND INSIGHT
▪ SHARE SUCCESS STORIES
▪ PARTICIPATE IN RELEVANT GROUPS
▪ MAKING YOUR PROFILE MORE
DISCOVERABLE
▪ MAKING THE MOST OF GROUPS
▪ MAKING INITIAL CONTACT WITH
CANDIDATES
MAKING YOUR PROFILE
MORE DISCOVERABLE
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▪ PROFILE “COMPLETENESS” MATTERS; USE ALL
RELEVANT SECTIONS AVAILABLE TO YOU
▪ KEYWORDS IN THESE FIELDS RANK THE HIGHEST:
NAME, HEADLINE, COMPANY NAME, JOB TITLE AND
SKILLS
▪ IT’S OK—EVEN BENEFICIAL—TO USE WORDS THAT
MEAN THE SAME THING, BUT DON’T “KEYWORD
STUFF”
▪ REVIEW ANALYTICS
LinkedIn for Recruiters:Going Beyond the Basics
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A GREAT WAY TO GET PEOPLE TO LOOK AT YOUR
PROFILE?
LOOK AT THEIR PROFILES
MAKING THE MOST OF GROUPS
LinkedIn for Recruiters:Going Beyond the Basics
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WHAT’S THE MAIN
BENEFIT OF GROUPS?
THEY ALLOW YOU REACH BEYOND YOUR 1ST
DEGREE CONNECTIONS
▪ FIND GROUPS VIA YOUR CONNECTIONS (ESPECIALLY
THOSE YOU WANT TO GET CLOSER TO)
▪ JOIN GROUPS WHERE YOU WANT TO MAKE NEW
CONNECTIONS
▪ CHOOSE GROUPS THAT ARE ACTIVE AND WHERE YOU
CAN ADD THE MOST VALUE
▪ DO MORE THAN JOIN: PARTICIPATE IN
CONVERSATIONS, SHARE RELEVANT CONTENT, AND BE
A RESOURCE
MAKING INITIAL CONTACT
WITH CANDIDATES
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▪ RESEARCH THEM: WHAT CAN YOU LEARN ABOUT THEM
THAT WILL HELP YOU?
▪ UNDERSTAND THE DIFFERENCE BETWEEN PASSIVE AND
ACTIVE JOB SEEKERS (THE FORMER IS, OF COURSE, A
TOUGHER AUDIENCE)
▪ USE CONVERSATIONAL LANGUAGE
▪ BE SPECIFIC AND GET RIGHT TO THE POINT
▪ USE INTERMEDIARIES WHENEVER POSSIBLE
o A SHARED LINKEDIN GROUP CAN BE THE
“INTERMEDIARY”—BUT A SHARED CONNECTION
IS EVEN BETTER
▪ BE PATIENT
▪ DON’T RELY ON LINKEDIN ALONE
▪ CONTENT CREATION: STATUS
UPDATES AND ARTICLES
▪ ADVANCED SEARCH
▪ GETTING AROUND BUILT-IN
LIMITATIONS
NEXT LEVEL
LinkedIn for Recruiters:Going Beyond the Basics
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CONTENT CREATION:
STATUS UPDATES AND ARTICLES
YOUR PROFILE IS JUST ONE WAY TO TELL YOUR
STORY—AND IT MAY NOT EVEN BE THE BEST WAY
SHARE STATUS UPDATES DAILY TO STAY TOP-OF-MIND WITH YOUR CONNECTIONS
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▪ WHAT YOU’RE WORKING ON
▪ CONTENT YOU’VE CREATED
▪ INDUSTRY NEWS THAT’S RELEVANT TO YOUR
AUDIENCE
▪ ADVICE/OPINION
▪ QUESTIONS
▪ EVENTS
▪ NATIVE VIDEO
▪ TRENDING TOPICS
▪ AND, OF COURSE, JOB OPPORTUNITIES
▪ VARIETY: JOB OPPORTUNITIES ALONE ARE NOT
ENOUGH
▪ EVERYTHING YOU SAY SHOULD BE RELEVANT TO
YOUR WORK
▪ IDEAL FREQUENCY: AT LEAST 1X/DAY, NO LESS
THAN 1X/WEEK
▪ A LITTLE REPETITION IS OKAY
▪ EXPERIMENT AND MEASURE SUCCESS
LinkedIn for Recruiters:Going Beyond the Basics
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NATIVE BLOGGING PLATFORM
ADVANCED SEARCH
LinkedIn for Recruiters:Going Beyond the Basics
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LinkedIn for Recruiters:Going Beyond the Basics
9/27/2019 20
▪ THE STRONGER YOUR NETWORK, THE MORE
EFFECTIVE ADVANCED SEARCH BECOMES
▪ USE YOUR INTERMEDIARIES JUDICIOUSLY
▪ THIS IS WHY YOU HELP YOUR NETWORK
LinkedIn for Recruiters:Going Beyond the Basics
9/27/2019 21
GETTING AROUND BUILT-IN
LIMITATIONS
▪ IT’S BETTER FOR IMPROVING EXISTING
RELATIONSHIPS THAN MAKING NEW ONES
o LEVERAGE INTERMEDIARIES
▪ MANY PEOPLE DON’T USE THE PLATFORM OR VISIT
SPARINGLY
o REMEMBER, LINKEDIN IS ONE TOOL—NOT THE
ENTIRE TOOLBOX
▪ ENDORSEMENTS HAVE MINIMAL VALUE
o SEEK OUT (AND GIVE) RECOMMENDATIONS
INSTEAD OF JUST RELYING ON ENDORSEMENTS
▪ WITH THE FREE MEMBERSHIP YOU CAN’T SEND
INMAIL TO MANY PEOPLE
o MAY OCCASIONALLY BE BETTER TO GOOGLE
SEARCH EMAIL ADDRESSES OR MAKE AN
EDUCATED GUESS BASED ON COMPANY’S EMAIL
CONVENTION
LinkedIn for Recruiters:Going Beyond the Basics
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▪ MANY GROUPS ARE SOMEWHAT OR WHOLLY
INACTIVE
o JOIN GROUPS THAT ARE ACTIVE OR THAT GIVE
YOU AN IN WITH A GOOD PROSPECTIVE
CONNECTION
- 15 INMAILS/MONTH TO PEOPLE IN SHARED
GROUPS (IF THE MEMBER'S SETTINGS ALLOW
THEM TO BE CONTACTED BY OTHER GROUP
MEMBERS)
YOU MIGHT BENEFIT FROM A PAID
MEMBERSHIP
RECRUITER CORPORATE:
$825/MO*
RECRUITER LITE:
$99.95/MO*
*WHEN YOU SIGN UP
FOR A YEAR
LinkedIn for Recruiters:Going Beyond the Basics
9/27/2019 23
COMPANY PAGES &
PERSONAL
PROFILES: WHAT
MATTERS MOST
EXPANDING YOUR
NETWORK
NEXT LEVEL
THANKS!ANTHONYJULIANO.COM
(260) 615.3426
ABOUT ANTHONY JULIANO
ANTHONY IS AN EXPERIENCED LINKEDIN TRAINER AND STRATEGY CONSULTANT. HE HAS
PRESENTED ABOUT LINKEDIN AT NATIONAL CONFERENCES, AND HAS PROVIDED
LINKEDIN TRAINING FOR A WIDE VARIETY OF INDIVIDUALS AND BUSINESSES. ANTHONY
WRITES A MONTHLY COLUMN FOR GREATER FORT WAYNE BUSINESS WEEKLY AND HAS
WRITTEN ABOUT LINKEDIN FOR A VARIETY OF PUBLICATIONS AND BLOGS,
INCLUDING CONVINCE AND CONVERT, "THE WORLD’S #1 CONTENT MARKETING
RESOURCE.” ANTHONY APPROACHES HIS WORK WITH ONE SIMPLE GOAL: TO HELP
OTHERS UNDERSTAND TODAY'S CHANGING COMMUNICATION ENVIRONMENT. LEARN
MORE AT ANTHONYJULIANO.COM.