Using LinkedIn to Build Your Online Resume, Reputation & Connections

Using LinkedIn to Build Your Online Resume, Reputation & ConnectionsRick Galanwww.linkedin.com/in/rickgalantwitter: @RickGalan

What is LinkedIn ?LinkedIn doesn’t give a good answer:

What is LinkedIn ?My Answer:Social Media PlatformOnline ResumeReferral GeneratorContact ManagerBusiness Development toolCompany Information DirectoryEvent ManagerGroup/Club Organizational ToolIndustry Q&A PlatformJob Hunting Site/Recruiting toolMuch more!

What is LinkedIn ?It’s big.As of August 2010, there are over 75 Million users worldwide, about half of which are in the US.But not that big. has over 500 Million users. !But it is focused on business & careers

Why use ?Unemployment is high. Networking is key.Source: Bureau of Labor Statistics

Why use ?Estimates from the Bureau of Labor Statistics say that over half of all jobs are found through networking. Up to 80% of executive level jobs are never even posted.Effective networking requires preparation. The best time to prepare is while you are still employed.

Why use LinkedIn ?Online Reputation Management (ORM)“Of the U.S. recruiters and HR professionals surveyed, 75% report that their companies have formal policies in place that require hiring personnel to research applicants online.”79% actually do it.“Of U.S. recruiters and HR professionals surveyed, 70% say they have rejected candidates based on information they found online.”“85% say that positive online reputation influences their hiring decisions at least to some extent. Nearly half say that a strong online reputation influences their decisions to a great extent.”Bingo.Source: Online Reputation Research Study commissioned by Microsoft in Dec. 09 (http://www.microsoft.com/privacy/dpd/research.aspx)

The LinkedIn TourWithout logging in, there is not much to doYou can search.. but the results are hidden behind the loginOther tools are hidden in the footer of the page… but are much more useful after logging inLinkedin.com Homepage

Creating a LinkedIn ProfileStep 1: Name & EmailTip!Use a non-work email address. This will ensure that the primary email on the account is always yours. You can & should add your work email later.

Creating a LinkedIn ProfileStep 2: Basic Professional ProfileOptions change depending onemploymentEmployedA business ownerLooking for workWorking independentlyA student

Creating a LinkedIn ProfileSteps 3-6: Find Initial ConnectionsTip!Skip it. Why connect before you have set up your profile?

Creating a LinkedIn ProfileThat’s it! You are on LinkedIn.The basic profile is really sparse – Before doing any connecting, fill it out as much as you can!

Optimizing your LinkedIn ProfileStart by editing the “basic profile” sectionLinkedIn helps you fill your profile out by giving you tips & the option to upload your resume.

Optimizing your LinkedIn ProfileKeep your Display Name your full name – you WANT people to find you.By default your headline is your job title – expand it into something more descriptive of what you are. You have 120 Characters!Your Zip Code determines what “area” your profile says you are from – choose one that makes sense.Tip! Avoid titles like “guru” or “expert” – especially if you are looking for work.

Optimizing your LinkedIn ProfileNow it’s time to add a photo!You will be easier to connect toYour connections will see your face in their stream – you will be more memorableChoose a photo that best represents you professionally.. This is not Facebook.. and really not MySpaceNo pictures of you as a baby, no self-shots in the mirror, etcA headshot is best – LinkedIn has a tool that lets you crop an image easilyLight background is preferredYou can choose who gets to see your photoMy Connections – people who are directly connected to youMy Network – people who are connected to those connected to youEveryone – everyone! (Best option if you want to be found)

Optimizing your LinkedIn ProfileFill out your current & past positionsYou can have more than one current positionStart with the current position you already enteredNote – you can import your resume and have this filled out, but I prefer the manual approachThis is just like filling out a resume – your title is not enough. Fill out the description with real tangible information on what you do / have done.Helps your network understand your roleShows recruiters & HR managers more detail on your backgroundMakes you more visible in the search resultsFill this out for all past positions that are relevant to your goalsAgain, just like a resume, you wouldn’t necessarily include everythingFill out as much detail as you can initially – but you can always come back & edit/add more.

Optimizing your LinkedIn ProfileAdd your Education HistoryYou can add multiple schools/degrees“Degree” & “Field of Study” are flexible – make sure you take advantage of thatFill out the activities & notes to highlight accomplishments and associations

Optimizing your LinkedIn ProfileClicking “Add Websites” Brings up the Additional Information form – fill it all out if you can!You have 3 websites you can add. Take advantage of as many as makes sense - at the very least your company’s site.Fill out your interests as it relates to your career. Use as descriptive terminology as you can. Fill out the Groups and Associations section & Honors and Awards if you possibly can. Tip! Choosing “Other” from the dropdown list will let you customize the text in the link (sadly no SEO benefit)

Optimizing your LinkedIn ProfileYou can add a link to your Twitter account if you would like – as long as you don’t mind it being associated with you professionally. You should absolutely customize your profile URLYou can include the link in your email signature, on your website, blog or Facebook.Improves your ability to be found on GoogleClaim it before someone else does!Clicking the “Customize your URL” link brings up the Public Profile privacy settingshttp://www.linkedin.com/pub/art-vandelay/24/ab/268-->http://www.linkedin.com/in/ArtVandelay

Optimizing your LinkedIn ProfileSet your Public Profile URLLinkedIn will let you know if the address you choose is already takenYou can only use letters or numbersSome people use descriptive terms like “LatexVandelay”The Public Profile Settings control how much of your profile people see. This only applies to people with whom you are not connected – your connections can see everything.The Full View option is recommended – the point of having a profile is to be able to be found.

Optimizing your LinkedIn ProfileThe Summary Section = extremely important, especially if you run your own companyBasically a cover letter for your profileTake some time to fill out these sectionsMake sure that it is current with your Goals now. Things change, make sure that this changes with them.For Specialties, use terms that you would like to be found byInclude the acronyms where applicableList as many as you can – make sure to refresh this list often as wellBe factual and direct about yourself, but not overly pompous. Both of these sections are key in being found via search.

Optimizing your LinkedIn ProfilePersonal InformationTotally up to youContact info is available to your Connections – other stuff you can choose who sees itContact SettingsYou can choose to display if you are interested in the items on the leftDefault is all of themYou can decide if you would like “Introductions” & “InMail” (LinkedIn email)You can also give people advice on how to contact youTo add an email account, you have to go to “Settings” in the top right of the page. It’s not in the profile.

Adding LinkedIn ConnectionsConnections are the real power of LinkedIn Based on the “6 degrees of separation” concept - but limited to just 3People you connect directly to are your Connections (“friends”)People 2-3 degrees away are your “Network”

Adding LinkedIn Connections1st Degree ConnectionsWill be able to view your entire profile, and you will be able to view theirsYou can send them InMails directly & without limitYou will be able to see each other’s connections (unless hidden)Their profile updates will show up in your streamThey can introduce you to others, and others to youYou can give each other recommendationsLinkedIn recommends: “someone you have worked with, collaborated on projects with or maybe attended school with”Some people will connect to anyone (LIONs) – not usually a great idea. It dilutes the quality of your network.My method: People that I’ve met, communicated heavily with or worked with that I would like to follow or work with more

Adding LinkedIn Connections2nd & 3rd Degree ConnectionsThey are “friends of your friends” & “friends of the friends of your friends” You cannot send them direct InMails (unless you pay for the upgraded account)They can view your whole profile, assuming you have set each section to be available to your NetworkYou can request an introduction to them through your connectionsIn the case of 3rd degree connections, it requires 2 people to pass along the introduction requestGreat for hiring, business development, finding clients, etc.If you do receive an introduction request, your relationships are now on the line. Decide quickly and well how to proceed.

Adding LinkedIn ConnectionsEveryone else is “Out of Network” (almost)They have only a limited view of your profile – can be missing a lot of detail depending on how you set your profile to displayYou can add them to your Connections, but in some cases LinkedIn will require you to supply an email addressLinkedIn has a tool to help you find a connection to them – but that’s only available to a paid account

Adding LinkedIn ConnectionsAdding ConnectionsYou can add connections automatically from your web-based email, or from your Outlook or Apple Mail applications.You will have the chance to add each connection – importing from your email just gives you the option.LinkedIn will also tell you which of your contacts already have a LinkedIn account.

Adding LinkedIn ConnectionsAdding ConnectionsA better way is to use your profile information to add connections..LinkedIn uses your Positions and Education to find other LinkedIn users that worked at the same place at the same time.A great place to start – but don’t forget to add people that didn’t work at the same company!

Adding LinkedIn ConnectionsAdding ConnectionsWhen you add a connection, they will get an email and a LinkedIn InMail like this:You can indicate that you don’t know a user, report them as spam, or reply to the email.When I get an invitation from someone I don’t know, I usually reply and ask for the reason for the connection.Tip! You can customize the message in the email – which you should always do. It’s a much more personal connection, and a lot more likely to be accepted.

Adding LinkedIn ConnectionsAdding ConnectionsOnce they have accepted, you will be able to see their connections – which is a great way to add people you know.

LinkedIn ConnectionsYour connections will show up on your homepage, giving you the chance to keep up on their careers.Status updatesProfile updatesRecommendationsConnectionsEventsGroupsQ&AApplications

LinkedIn ConnectionsConnections Tips:After you meet someone you can reinforce the relationship by sending a connection request with a personal note.Maintain your relationships. Watch your network’s activity, and communicate with them regularly based on updates.Use the “My Connections” interface to tag contacts and manage contact infoIt’s limited. Doesn’t sync well with anything but Outlook.Because of it’s limits, I onlyuse it to look people up

LinkedIn Status UpdatesStatus updates are 140 character messages that appear on your profile page & in your connections’ stream.The update is semi-permanent – it will stay on your profile until replaced or clearedIdeally it is kept to business-related updates, although those lines are blurringLinkedIn has partnered with Twitter to connect the two services – the result is a lot of noise from Twitter.You can adjust visibility settings on who can see your updates, but remember that it is a reflection on you professionally – and stays there until you overwrite itYour connections’ updates will appear in your stream – you can reply privately to them as well as comment publicly

LinkedIn RecommendationsOne of the most useful features of LinkedIn – Yet often neglected.Instant reference for anyone searching for you.

Your public profile displays the number of recommendations you have received.

Full recommendations only appear to those within your Network – if you choose.

Recommendations you have written will appear on your public profile, as well as the private profile of the recipient.

You can even write recommendations for Service Providers – that appear on the company profile.LinkedIn RecommendationsYou can control how visible every recommendation you receive are on your profileIf you don’t like what it says about you, request a new one or just don’t show it.You can also control how visible the ones you send are on your profile.You can edit them after they are sent to update them or correct errors.Any time you edit them, an email will be sentTip! If you don’t want to tip people off that you are asking to be recommended, keep it hidden until you are ready!

LinkedIn RecommendationsGuidelinesGivingBe generous with the recommendations that you give, but always be honest.People really use these to choose employees/partners/service providers. Your phony recommendation could cost someone money.When someone asks, be prompt in responding. Often they are asking because of a recent or pending career change.If you can’t give your recommendation, don’t.GettingAsk! It’s very unlikely that you are going to get a recommendation from someone without asking for it.When you ask, be specific. Ask for a recommendation for a specific project or role that you worked together on.Ask someone you know can and is willing to give you a good one.Make sure you write a personal note with the request, and always offer to reciprocate.Remember that a good, thoughtful recommendation takes real time – be patient, thank them when they are done, and reciprocate if you can.

LinkedIn GroupsGroups are like Clubs within LinkedInThere are a few standard group types:Alumni: former members of schools, universities, fraternities or sororities.Corporate: membership often composed of current or past employees from the same company.Conference: membership often composed of people attending similar or the same trade show or conference.Networking: membership often composed of people with networking as one of its primary goals.Non-Profit: membership often composed of people in support of a similar cause or value.Professional: membership often composed of people with similar industry interests.Other: ?

LinkedIn GroupsWhy join Groups?They show up in your profile - can give viewers an glimpse into what you are all aboutYou can control each Group’s visibility Members of the same group are considered your Network – have access like 2nd & 3rd degree connectionsMembers can reach out to you directly with inquiries & opportunities

LinkedIn GroupsWhy join Groups?Find people with similar careers, businesses or interestsMembers are ordered by relationship to youThis can and often does lead to business referralsKeep up on news related to that specific group’s focusEngage in discussions specific to that group – gain insight & credibilityYou can use them to connect with local & regional groups for networking & job findingMost groups have a “Jobs” section where relevant jobs are posted

LinkedIn GroupsFinding Groups to JoinThe official group of your current or past companies.Your connections’ groups.Groups of people/companies that you aren’t connected to, but would like to be.The Groups directorySearch for topics that interest you or locationsCan’t find a group that fits?Create one!A great way to almostinstantly become crediblein your field

LinkedIn GroupsGroups Tips:Don’t spam the group! Discussions should be relevant, and add value to the group’s overall purpose. No dumping links!If you find you get too many email notifications from a group, change the settings so you just get them weekly, or not at all.Know which groups to be active in. Some groups only exist to connect people to each other (conference groups, for example). Don’t waste your time where there is no community.For your core groups, be an active participant. Add consistent, real value.

LinkedIn Company ProfilesYou can see detailed information about a company, partially written by a representative of the company, and partially built using demographic & profile dataCompany overview (original source is Capital IQ, but can be overwritten by employee)Previous employersDemographic & educational dataList of all employees in your networkChanges in employee profiles (promotions, hires, departures, etc.)Job postings

LinkedIn Company ProfilesTips!You can follow companies.. Which means changes to their Company Profile will show up in your stream on your homepageAdd the companies you know well, and where your connections workAdd companies you are interested in – Job openings are posted!Competitors – watch to see what talent they are gaining & losingUse the Company Search to find companies by location & industryYou can see connections and job postings right from the search results

LinkedIn AnswersQ&A platform organized by industryAnyone can ask or answer questions in any categoryYour activity is broadcasted to your networkA great way to find answers to business questionsUse the search to find answered questions in your industryIf you can’t find an existing answer, ask the question yourself – there is a lot of activity on the platformEstablish yourself as an authorityGain visibility on your profile - frequent Q&A means frequent placement on your network’s streamShow your knowledge to your network and be seen as a credible authority

LinkedIn AnswersTipsUse the Q&A to find out more information about vendors & services – help you choose the right partners & find out the pros & consA great forum to build ideas for content creation – get through the writer’s blockYou can choose to only have your questions emailed privately to connections you choose, otherwise they appear:Listed under the Answers tabOn your profileOn the LinkedIn homepage of your connectionsLike any public forum, listen before you start speaking. Read through some previous questions, maybe try to answer a few before you start asking.

LinkedIn ApplicationsLinkedIn has a number of additional applications you can add to your profile (these are a few)… Use as many as make sense for you.

LinkedIn EventsLinkedIn Events allows you to see what events your network is attending and allows you to find events recommended to you based on your industry and job functionSearch for conferences / trade shows / meet-upsPost events to your profile to broadcast & gain interestPromote an event of your ownSee who will be attending a conferenceShow when you are presenting or an exhibitorInvite other contacts to attendNot all the events are big conferences – a lot of local, free events are listed as wellYou can search based on location as well as topic/industry

LinkedIn EventsYour Network can see what events you are attending on your profileOther people attending can see that you are interested, attending or presentingThis can lead to connectionsand opportunities that would otherwise missed

Finding Work Using LinkedInBased on what we’ve covered, there are a number of ways LinkedIn can be a great tool in finding work. Here are some tips…First and foremost, build out your profile & connections before you need them to find a job… hit the ground running! The following should already be done before you start looking…Fill out all applicable positions like you would a resumeGet recommendations for as many positions as you canFill out the summary & interests to reflect your job search and career goalsConnect to anyone you worked with in the pastJoin any groups that align with your industry and goals – participate on those groups too!

Finding Work Using LinkedInUse the your Status Updates to let your network (and anyone else viewing your profile) know that you are on the marketUpdate this status often, even if it is with the same update, so you will appear in your Connections’ streams frequently. That way you have a better chance of being noticed!Ask for recommendations – don’t be shyMake sure to ask people you know you will give you a recommendationLet them know you are actively looking so they know the urgencyWhen you ask for a recommendation, ask them to keep an eye out for youOffer to reciprocate, and then do it immediately. It’s not like you have a job taking up all your time. Better yet, offer a recommendation before you ask for one

Finding Work Using LinkedInUse the Companies page to find companies located nearby where you have connectionsDo a search based on zip codes, without any keywords to find all companiesThe results will show local companies, whether you have a direct connection, and if the company has any jobs postedReach out to your connections to enquire about the job – if you can, get them to take in your resume

Using LinkedIn to Build Your Online Resume, Reputation & Connections

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