USING LINKEDIN IN A CAPSTONE MARKETING COURSE FOR PERSONAL BRANDING AND JOB SEARCH Denny McCorkle, D.B.A. Professor of Marketing University of Northern Colorado Joe Alexander, D.B.A. Associate Dean and Senior Professor of Performance Excellence Belmont University Memo Diriker, D.B.A Director of BEACON Salisbury University Marketing Edge Summit, New Orleans, LA, October 7, 2017.
17
Embed
Using LinkedIn in a Capstone Marketing Course for Personal Branding & Job Search
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
USING LINKEDININ A CAPSTONE MARKETING COURSE
FOR PERSONAL BRANDINGAND JOB SEARCH
Denny McCorkle, D.B.A. Professor of Marketing
University of Northern Colorado
Joe Alexander, D.B.A.Associate Dean and
Senior Professor of Performance ExcellenceBelmont University
Memo Diriker, D.B.ADirector of BEACONSalisbury University
Marketing Edge Summit,
New Orleans, LA,
October 7, 2017.
Introduction – LinkedIn Network
■ LinkedIn is the largest professional social network with
more than 500 million users (128 million in U.S.).
■ Students & recent grads are the fastest growing
demographic on LinkedIn (40 million).
■ Yet, only 13% of millennials (15-34 years old) use
LinkedIn.
Compilation of Stats from:
220 Amazing LinkedIn Statistics and Facts (September 2017), DMR Stats
■ Personal branding profile – resume plus expanded education,
experiences, courses, projects, certifications, etc.
■ Social connections – with like-minded professionals, career
stakeholders & potential employers
■ Opportunity to learn – from influencers in their career-focus &
connections
■ Job search listings (active) and social recruiting (passive)
■ Social share and engage with career relevant content – to
showcase personal name, personal brand & what they are
learning to keep their profile top-of-mind
The Marketing Strategies Capstone Course
■ Final course required of our students with a
Marketing Emphasis (major).
■ Typically final semester before graduation and in the
beginning to middle stages of their job search.
■ The assignments:
– Personal SWOT
– LinkedIn Project
Personal SWOT (25 points, week 5)■ Strengths - What are your current personal strengths? Explain why and/or provide evidence.
■ Weaknesses - What are your current personal weaknesses? Explain why and/or provide evidence.
■ Market Opportunities - Using the Occupational Outlook Handbook, identify two to three areas of career-focus/interest. (a) What are the market demand/trends for each of these areas of career interest? (b) What are the primary qualifications (education, skills, etc.) for each of these areas of career interest?
■ Threats - What are the major external threats (including competitors) to your specific job search? Explain.
■ S-O Connection - Based on your strengths (S) and your research about career opportunities (O), which of your potential career-focuses are you best qualified? Explain.
■ W-T Connection - What can you specifically do to improve on your weaknesses (W) to lessen the external threats (T) for your career-focus? Be specific. Explain.
■ Point of Difference (POD) – Based on the results of this SWOT, what makes you different from all the others competing for your chosen job/career? If none, then what can you specifically do to develop yourself a marketable point of difference? Then, how can you showcase your point of difference in your resume, during job interviews, and on your LinkedIn profile?
■ Profile Improvement - How can you use the results of this SWOT to better show and sell yourself on LinkedIn? Explain and be specific as to the sections of LinkedIn that can be improved and how you specifically can improve them.
LinkedIn Project (50 points, weeks 7 and 8)■ Personal Name SEO – optimize resume name for Google search and personal name trigger points
(resume, email signature, business card); adjust [Direct Channel Strategy, ORM]
■ Keyword Career Topics SEO – to define and optimize career-focus, career-related subtopics, skills and hashtags for profile, social sharing and PLN development [Social Recruiting Strategy]
■ Target Markets – add connections, such as influencers to learn from, career stakeholders/references, alumni, potential employers, physical networking contacts, etc.
■ PLN Set-Up – develop personal learning network using Feedly and AllTop, RSS subscribe and organize in folders by career-related subtopics [Content Marketing Strategy]