Cra$ing an Effec-ve LinkedIn Profile and other cri-cal techniques for being a great job candidate online
May 12, 2015
Cra$ing an Effec-ve LinkedIn Profile
and other cri-cal techniques for being a great job candidate online
Our Agenda
• How recruiters search for people online • Prac-cal -ps for cra$ing your career profile:
• Cra$ing a resume to be read best by a machine • Crea-ng your personal brand online
– Top five ac-ons to take on LinkedIn – Top ten phrases to avoid on LinkedIn – Minding the edges of social media
HOW RECRUITING HAS SHIFTED Well-‐armed is well-‐aimed
So$ware: the new invasive species
Since 2008 there has been substan-ve change in recrui-ng… yet not.
“Direct personal contact with real people is to be the most successful way to find new employment.” “Younger people some-mes expect to solve the whole thing online, and this some-mes works, but real people reaching out to real people always proves to be the best way.”
Source: 2012 Right Management Survey
Social recrui-ng: the new norm BENEFITS
REVIEW SOCIAL PROFILES?
Source: Jobvite 2012 social recrui;ng survey
LinkedIn’s business focus: HR tools, training job recruiters
Learning about LinkedIn from LinkedIn
Great resource!
What can we glean from LinkedIn’s advice to recruiters?
Check out Talent Pools
Source: Slideshare LinkedIn Talent Pools
Consumer Goods Marke<ng Professionals Talent Pool Report
Ques-ons so far?
How can we take what we know about the HR recrui;ng process and apply it to our job quests?
“PASSIVE” JOB SEEKERS PREFERRED For recrui-ng professionals…
As jobs become more compe--ve:
Source: Jobvite 2012 social recrui;ng survey
60% employees are considered “passive” candidates by HR
Source: 2010 Adler Group, LinkedIn Recruitment Team
~70% of ac;ve job seekers have <5 years experience
Source: 2010 Adler Group, LinkedIn Recruitment Team
As we get more established in our careers we tend to look more “passive”
Source: 2010 Adler Group, LinkedIn Recruitment Team
Job sa-sfac-on is generally higher in more “passive” employees
Source: 2010 Adler Group, LinkedIn Recruitment Team
What if you’ve not worked in awhile?
• Over 70% of hiring managers surveyed by LinkedIn said they considered volunteer work as legi-mate work experience
• Show your enthusiasm, exper-se, energy through your photo, your recommenda-ons and your regular status updates on LinkedIn
KEYWORDS ARE YOUR NEW BEST FRIENDS
First, you have to be found…
Machines are… well, machines
• Keywords are cri-cal: – In your resume – In your profile, headline and content on LinkedIn
• Keywords should match your ‘perfect job’ – Always choose keywords based on fact – But make allowances for other job possibili-es
Anatomy of a resume to a machine
What’s ‘seen’ by machines
How will you re-‐cra$ your resume?
Embrace simplicity, avoid buzzwords
AND A VERY IMPORTANT SETTING Five most important things to do to improve your LinkedIn profile
Sekngs: Your LinkedIn Publicity / Privacy Hub
Choose your broadcasts carefully
#1: Walk through ‘Improve your profile’
#2: Beef up your headline
#3: Claim your name
This is your professional brand…
#4: Select your best photo
Your photo is cri-cal to your profile – “You’re seven <mes more likely to have your profile viewed if you
have one. Like a house that’s on sale, the assump-on is that if there’s no photo, something’s wrong.”
– HSN Beauty found that, when paging through LinkedIn profiles, 19% of recruiters look only at your profile picture. • And they’re looking for your energy, more than anything…
– “No dog, no husband, no baby!” Your photo is meant to show you at your professional—not personal—best.
Source: Forbes 8 Mistakes You Should Never Make on LinkedIn
Which is the best/worst profile photo?
Source: newsle.com
#5: Scru-nize your public profile
Don’t like who shows up on your public profile?
#6: Use job descrip-ons for good keywords
• Based on this job descrip-on, you might use: – Public rela-ons – Media rela-ons – Corporate communica-ons
strategy – Worked with execu-ve team – Built internal
communica-ons campaigns – Developed external
communica-ons strategy – Internal communica-ons
strategy – Implements communica-on
tools
Then check your endorsements: How would you measure up as a
candidate?
Use first person “I managed… I drove…” as you write your profile
• Sprinkle your profile with appropriate keywords – Don’t forget it’s how you’ll be found
• Use numeric examples – Increased leads by 1150% y/y
• Show your style – sparingly, but show it – This is your first impression, let your personality shine through
• Break up long paragraphs with bullets – People have very short aten-on spans – Some folks prefer to scan for content – don’t make anyone work too
hard • NEVER claim exper-se or experience that you can’t back up
with facts
Top 10 phrases to avoid on LinkedIn
1. Crea-ve 2. Organiza-onal 3. Effec-ve 4. Mo-vated 5. Extensive exper-se • Bonus! – Social Media Expert
6. Track Record 7. Innova-ve 8. Responsible 9. Analy-cal 10. Problem solving
Show… don’t tell
How do you feel so far?
Have you gathered an ac;on plan for your profile at this point?
Cura-ng endorsements, recommenda-ons
• Todd Wasserman, marke-ng editor for digital newsblog Mashable, calls endorsements a Facebook “Like” for business skills
• Recommenda-ons are a whole new level of engagement – a comment instead of a “Like”
Endorsements should tell YOUR story
• You don’t automa-cally have to accept every endorsement – Especially true when you’re endorsed for "skills and exper-se" that aren’t on your LinkedIn profile
– Those you may not be interested in developing on your next job
• Accept only those that bring you alive
• My bad!
How to hide an endorsement
• Go to Edit Profile • Scroll to in the Skills and
Exper;se sec-on of your LinkedIn profile
• Find the skill and uncheck the box(es) for endorsements you want to hide
• Between 12-‐15 skills are recommended
If you ask for a recommenda-on, give one back!
• It’s fine to ask for writen recommenda-ons – AZer you’ve been connected for awhile – When the person you’re asking knows you
• It’s best to dra$ up a proposed recommenda-on with the request – PR people make up quotes for approval all the -me – It saves your prospec-ve recommender valuable -me
• Offer a recommenda-on in return – It’s very poor form not to offer or return the favor – This is a personal gripe (it happens to me all the -me)
It takes at least 50 connec;ons: Always customize your connec-on requests
People love helping people
Ask your trusted connec;ons for help in rounding out your profile, offer your help back
EXAMPLES OF SCINTILLATING PROFILES
In case of inspira-on!
LinkedIn Profile Examples
Source: rocktheworldbook.com
Easy to read Scannable, with links for reference Side interests round out the person
Easy to read Promo-onal – you can tell he’s in sales Presents credibility in awards, etc.
Easy to read Quan-fies chops with links Shows a sense of humor
Con-nues with brilliant example of keywords in the profile!
MINDING THE EDGES Don’t let the rest of your social profiles pull you down
Google yourself once in awhile
Since I last gave this presenta-on
Your photos and tone are important
• Many recruiters will review your social profiles – Most hiring managers (and poten-al employees) will absolutely look you up
REVIEW SOCIAL PROFILES?
Brand yourself appropriately • Tweet about your passions,
your interests, your areas of job growth
• ReTweet smart content • Review your pages regularly
• Google+ is growing in importance for search results and authen-ca-on
Facebook: when in doubt, don’t
Period.
When in doubt… don’t
Ready to kick your profile into gear?
Thank you! @janetleejohnson
LinkedIn.com/in/janetleejohnson
Addi-onal Resources • htp://mashable.com/2013/04/13/linkedin-‐profile-‐-ps/ • htp://www.rocktheworldbook.com/extras/contest • htp://www.wired.com/business/2013/04/the-‐real-‐reason-‐
you-‐should-‐care-‐about-‐linkedin/ • htp://topdogsocialmedia.com/linkedin-‐marke-ng-‐
infographic/