LinkedIn for the Executive, Social Media Marketing Workshop
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Transcript of LinkedIn for the Executive, Social Media Marketing Workshop
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LinkedIn for the Executive Job Search
Håkan Söderbom
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Topicsͼ Some statisticsͼ LinkedIn Facts & Featuresͼ A straw-man strategyͼ Implementing the strategyͼ What the Recruiters sayͼ Examples
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Statistics # 1 (not LinkedIn related)
ͼ Internal Transfers & Promotions – 51%ͼ Referrals – 26.7% of all external hiresͼ Job Boards – 13.2% of external hiresͼ Social Media – growing quickly, still earlyͼ Company Website – significant at 22.3%ͼ 2010 plans look bright :
o build or emphasize social mediao employ more SEO / SEM o use more niche boards where necessary
and reduce overall use of job boards in general – major boards particularly
Source: http://www.careerxroads.com
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Statistics # 2 (not LinkedIn related)
ͼ 80% use or plan to use social networkingo LinkedIn used by 95% (up from 80% in ’08)o Facebook used by 59% (up from 36% in ‘08)o Twitter used by 42% (new)
ͼ 66% of those using social networks reported successful hiresͼ 76% will add more employee referralsͼ Recruiters research candidates online:
o LinkedIn (76%), search engines (67%), Facebook (44%), Twitter (21%)
Source: http://www.jobvite.com
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LinkedIn Factsͼ Started 2003ͼ 600 employeesͼ 80 million membersͼ 200 countriesͼ Half of members in USͼ New member joins every secondͼ Executives from all Fortune 500ͼ Free, plus subscription premium accounts
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LinkedIn Featuresͼ Professional profile w. career, expertise
and educationͼ Lets people find you ͼ More control of Google resultsͼ Search, follow and engage connectionsͼ Join Groups to engage people with
shared interestsͼ Engage on LinkedIn Answersͼ Three premium Job-seeker accounts
. . . for the Executive job search
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1. Prepare your strategyo Decide starting brand
2. Sign up3. Complete your profile
o 100% -> 40x
4. Add your contactso Import from Outlook, Gmail,
Yahoo etc.o Invite others
Your RoadmapPHASE 1 PHASE 2
5. Search on LinkedIn Jobs6. Engage your network7. Become visible in your
network and onlineo Join & contribute to Groupso LinkedIn Answerso Blogging
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100% and Beyond100%
ͼ Current positionͼ 2 last positionsͼ Educationͼ Profile summaryͼ Specialtiesͼ Photoͼ 3 recommendations
BEYONDͼ Complete set of keywordsͼ Make it worthwhile to read ͼ Join Groupsͼ Engage on Answersͼ Track yourselfͼ Add a resumeͼ Add a portfolio
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Found and not FilteredKEYWORDS
ͼ Industry relevantͼ Profession relevantͼ Certificationsͼ Skillsͼ Degreesͼ Membershipsͼ “seeking” & “looking”ͼ Projected position
BE “READABLE”ͼ Easy to read, short, concise
summaryͼ But not too shortͼ Make it interesting to readͼ Your profile is not your
resume
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Keywords (slide added after workshop)
• During the workshop an exercise was run to let the participants build a strong keyword list. However it became clear that keywords are specific to each individual’s expected role, experience, industry, and overall background.
• Due to time constraints a keyword list was not completed.• Håkan is conducting a LinkedIn keywords and result study (Oct – Dec)
wrt1. Being found2. Getting contacted by a recruiter
• Results and conclusions will be posted at www.konsultpartners.com/presentations.aspx
www.KonsultPartners.com/presentations.aspx
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Searching for Jobsͼ Search the main Jobs boardͼ Search the job discussion
boards of Groupsͼ Search the job discussion
boards of Companiesͼ Try the Toolbars for IE and
Firefox
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Engage your networkͼ Activate your networkͼ Visible in the Timelineͼ LinkedIn Groups
o Common interestso Active online engagement
ͼ LinkedIn Answerso Help otherso Show your expertise
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The Recruiter Storyͼ Advanced keyword searches
o Used to find the most likely candidatesͼ Activity searches in Groups
o Find people with specific interests, good at networking and likely to contributeͼ General candidate review
o Get to know the person, personality/style and potential as a candidateo Network – ability to grow strong, relevant networko Recommendations – #1 client references, #2 manager & employee, #n peerso Answers – mentoring/coaching interest and ability, management style, knowledge
and expertiseo The structure of the profile tells a lot about a persons way of structuring and
organizing thingsͼ Post new job opening announcementsͼ Network, network, network
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Premium Accounts
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Analysis 1Keywords 5
Brevity 2
Interesting 4
Links 1
Recommendations 1
Summary 13
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Analysis 2Keywords 4
Brevity 3
Interesting 4
Links 5
Recommendations 5
Summary 21
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Analysis 3Keywords 4
Brevity 5
Interesting 3
Links 3
Recommendations 3
Summary 18
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Analysis 4Keywords 1
Brevity 4
Interesting 1
Links 2
Recommendations 1
Summary 9
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Caveats?PERSONAL
ͼ What happens on the web stays on the web – forever
ͼ “Digital dirt”ͼ You are expected to be there ͼ Private vs. business brandsͼ Capabilities changing rapidlyͼ “I Don’t Know”ͼ Tool limitsͼ LinkedIn Mystery Search
BUSINESSͼ Your brand can be hijackedͼ You need to monitorͼ You need to play by the rulesͼ It takes timeͼ Competition can see youͼ Trap of using traditional
marketing approach – will backfire
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Thank [email protected]
www.konsultpartners.comwww.hakansoderbom.com
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Credits go to many…EXPERTS
ͼ Richard Evans, Recruitment Professionalͼ JD Gershbein, CEO, LinkedIn Trainerͼ Ed Han, Writer & Editorͼ Brian Hartman, Social Media Expertͼ Christine Hueber, Social Media Marketing Expertͼ Wallace Jackson, Multimedia Producerͼ Sue Morrissey, Recruiter at Parallelsͼ Patrice-Ann Rutledge, author of Sams Tech
Yourself LinkedIn in 10 Minutesͼ Subramanian Saminathan, IT/Telecom
Professional ͼ Karen Siwak, Resume Strategistͼ Samira Waernlund, National IT Recruiter
ONLINE RESOURCESͼ LinkedIn:
o http://press.linkedin.com/abouto http://www.copyblogger.com/the-two-most-
important-words-in-blogging o http://www.copyblogger.com/blog-triggers/
ͼ Research/statisticso http://blog.careergoddess.com/blog/
2010/08/recruiting-via-social-networks-on-the-rise.html
o http://recruiting.jobvite.com/news/press-releases/pr/jobvite-2009-social-recruitment-survey.php
o http://www.patrickomalley.com/linkedin-training-page.html
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APPENDIX
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Q&Aͼ Can I combine my resume and my
LinkedIn profile?o Resume customized to fit roleo LI profile connects youo LI profile markets youo Sometimes they can be the same
ͼ Why isn’t my profile generating interest?o Too generic, no specialist keywordso Too short or too longo Not focused on your job search goal
ͼ How can I get more attention?o Drive Content & Conversationso Stand out
ͼ It is getting very complicated to update LinkedIn, Facebook and Twitter at the same time…o Consider using a tool that
allows you to post to several social tools, e.g. TweetDeck.
o However consider your business vs. private brands and impact of frivolous communication
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Advanced Strategiesͼ Content and Conversationsͼ Give to gainͼ Combine traditional marketing with SMMͼ Track yourself; # profile views & connections
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Late DevelopmentsThe Real-Time Stream
Filters
Search Toolbar
Trending Links