Ivey Business School_Build Your Professional Brand on LinkedIn

3

AGENDA

1 LinkedIn

Overview

2

Brand Basics

3

Connections

Matter

4 Graduate to

Content

5 Find Your

Focus

Connect to Opportunity

Create economic opportunity for every member of the global workforce

Our vision

5

Connect the world’s professionals to make them more productive

and successful

Our mission

For our Members

The professional profile of

record

Identity Connect all of the world's

professionals

Networks Knowledge The definitive professional

publishing platform

SlideShare Influencers Pulse Groups

Data & Insights

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

32M

414M+

Professionals

join daily

Spend Time

Personal Networks

Invest Time

Professional Networks

Info on friends

Info on personal interests

Entertainment

Kill time

Socialise

Maintain professional identity

Make useful contacts

Updates on brands

Knowledge & 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 Twitter

Source:LinkedIn/Millward Brown Mindset Divide Study, 2014

So, what does this

mean for you?

Brand Basics

LinkedIn is more than

just a job board.

It’s all about the feed

16

This is the key to

unlocking

opportunity

But you can’t be in the feed,

if you don’t have a profile

17

So, let’s get you to “All Star”

profile strength!

Add a

background image

1

18

Visitors see your background and profile

images first

Add a

professional photo

2

More views with a profile

photo than without

14x

Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing 19

Populate the basics &

Boost your connections

3

Explain what it is you do

Show your passion and value

20

Identify your community

Build your credibility

21

Example Headlines

Masters in Science & Management Candidate seeking management consulting role – strategy, operations, growth.

Ivey MSc Dean’s List. Seeking role in management consulting. M&A experience.

Industry-ready MSc graduate | Marketing, Business Development | Top 5% of class |

Bilingual English, French

Personal Development Professional, Energetic Motivator & Presenter, Career Coach

& Advisor

Own your URL

4

Personalize your URL so that people can

easily find you on LinkedIn and in search

rankings

22

Draft a

compelling summary

5

Focus on career accomplishments and

aspirations

Recommend 40 words or more

Include keywords – not buzzwords

23

Summary

l

Paragraph 1:

Career/Volunteer Highlights, what is a common theme in your professional or volunteer

career? Have you done Summer internships? Did you start you own business? Have you

participated in exchange? How do these experiences relate back to your professional brand?

Paragraph 2:

What are you doing today? Are you working while you’re in school? Are you involved in extra-

curricular? How does that translate into what you are passionate about? How does it relate to

the job you are trying to land?

Paragraph 3:

Something cool or unique about you. What do you do beyond school or work? Do you coach

a sports team? Do you volunteer with the Red Cross? Do you run triathlons on the weekend?

Detail your past

work experience

6

More profile views than

those without

12x

Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing 25

Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing

Add examples of your work

in photos, presentations &

videos

Give a dynamic, visually appealing

representation of your professional story

26

6

Add skills and get endorsed

for them

7

Include a mix of high level

and niche skills

Limit the number of skills you list to 10 to

maximize the number of recommendations

you receive in key areas

27

Include Volunteer

Experiences & Causes

8

More profile views than

those without

6x

Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing 28

29

OPPORTUNITY

What you

know Who you

know

30

Connections Matter

31

Start with Your Ivey/Western Network!

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35

36

37

38

39

40

41

42

So now you’ve got the

basics down…

43

Graduate to Content

More engagement

with content vs. jobs

7x

Content

Jobs

44

Content can change your life

Patrick Kane

Ivanka Trump

Ali Landry

7-foot-tall Football

Player

Robert Griffin III

Kim Zolciak

Leadership

Social media marketing

Self-esteem

Marketing

Employee engagement

Temporary placement

Design thinking

Management

Time management

Sales

#HTGAWM

#NewNFLTeams

Redskins

The Pope

#GreysAnatomy

#HeroesReborn

The professional mindset is markedly different

Trending topics by social media platform

Some Tips!

Questions can get up to 50% more comments

Links to articles can get 45% more engagement

Top tips and “best of” lists get up to 40% more clicks

Videos are the most powerful for engagement

Find Your Focus

59

60

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Now it’s YOUR turn….

The professional profile of

record

Identity Connect all of the world's

professionals

Networks Knowledge The definitive professional

publishing platform

SlideShare Influencers Pulse Groups

Data & Insights

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