How to create a great LinkedIn profile: Impress recruiters & strengthen your brand

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Long gone are the days when your resume ruled as your single most important job search asset. Today your LinkedIn profile is critical in achieving multiple goals: generating inbound career opportunities for yourself or your business, being your public online face when you're doing a job search, and playing an integral role in your personal branding. Many recruiters now use LinkedIn as their first screening of potential candidates and won't even contact you to speak with you or ask to see your resume unless they're impressed by your LinkedIn profile. Plus, recruiters don't read LinkedIn profiles, they scan them, which makes having a great LinkedIn profile more important than ever. Make your profile passes the quick scan test of a recruiter or potential client, so you don't miss that next great career opportunity. Mark Andersen is the Founder/CEO of CareerNav (, a leading coaching company based in San Francisco. He has over 1,300 connections on LinkedIn and landed his previous two VP of Marketing jobs by first receiving inbound inquiries via LinkedIn from executive recruiters he didn't know at the time. Mark is also the author of the new book "I Got the Job! 8 Steps to Getting Hired", which became the #2 best-selling career guide ebook on Amazon. This workshop will be based on the LinkedIn chapter from his book: In this workshop, Mark will also cover topics like "How does LinkedIn's search algorithm work?" LinkedIn protects its search algorithm like a state secret, so nobody outside of LinkedIn knows for sure how their algorithm works and it's always changing. Nonetheless, there are best search practices to optimizing your profile that you can implement. These slides walk you and a colleague through such topics as how to: -Create a great LinkedIn profile that gets positive responses from recruiters and companies -Strengthen your personal branding: is your profile clearly and compellingly communicating your brand? You'll find out when you use the questions included -Optimize ("SEO") your profile: we'll cover keyword selection, natural use of keywords, connections, groups...


  • AGENDA Create a great LinkedIn prole that gets positive responses from recruiters and companies. Strengthen Exercise to nd out Optimize ("SEO") your prole: keyword selection, natural use of keywords, connections, groups... Keyword part of exercise Avoid your personal branding: is your headline clearly communicating your brand? the cardinal sins of bad prole writing such as "Keyword stufng", cliches etc.: Review of prole examples Test changes in your prole to increase your search results Understand what the "Skills and Expertise Endorsements" feature means for your personal branding What is it? How can it help or hurt your brand?
  • OUTCOMES Understanding of how to create a great Linkedin prole Understanding key drivers of LinkedIn's algorithm Feedback Your on how your LinkedIn prole is currently perceived most important keywords Improved LinkedIn headline
  • HOW LINKEDIN HELPS MY CAREER Personal My Branding: executives / clients viewing my prole... professional database Last 2 VP of Marketing jobs I got: What resume? Only 20% on webinar have gotten a job/consulting project through LinkedIn, but that'll increase. How to impress recruiters: Following slides
  • HOW EXECUTIVE RECRUITERS IDENTIFY CANDIDATES They know what they're looking for based on the job requirements and company culture Scan for possible candidates: they're a sherman & your prole is the bait Summary paragraph & clarity critical to break through. This is what separates the "A" players from the rest Don't: add Remember too much info, repeat useless facts, use jargon/cliches ("think outside the box" etc) to have to have your settings "open to receiving inMails" The ideal prole recruiters are looking for, but most don't have (a) Skill set that shows you have the relevant, excellent experience; (b) quality of the companies you've worked at; (c) history of success that communicates your personal achievement at your company; (d) progression of promotions in every company you've been at; (e) stability still matters Search mechanics recruiters use: Keywords, Experience, Title, Education, Radius
  • KEY DRIVERS OF LINKEDIN'S ALGORITHM (STATE SECRET) Complete your prole!: Headline with targeted keywords Summary with targeted keywords List all jobs & descriptions you've had with targeted keywords Add a photo Include your education, postal code, industry 50 or more connections At least 5 skills (up to 50) LinkedIn rewards: Networks of connected people Keyword-focused content: LinkedIn groups: Join Kellogg's, Northwestern's, afnity groups... Value of a 1st level connection: your search lens Don't just list your previous titles--list content from those jobs
  • IMPORTANT DETAILS Review "Skills of keyword stufng example: A bad idea; effect on personal branding & Expertise" section How to manage it Importance If of recommendations you're doing a job search: Photos matter (beer) Follow companies to see relevant jobs: "similar Jobs" Using advanced search Turn off "Activity Alerts" Should you upgrade to Business account ($25/mo when paid monthly)? 3 inMails (can purchase separately) 15 introductions versus 5 with Basic See full proles of 3rd degree and group connections (not just 2nd degree) More advanced search lters
  • "SEE HOW YOU STACK UP TO OTHER APPLICANTS": JOB SEEKER PREMIUM "The percentage rank provided is an estimate based on assumptions about prole info like experience & education, and how it likely relates to the posted job." Applications Who over time else is applying (anonymous) Seniority...
  • CREATING YOUR CUSTOMIZED URL / RESOURCES & TOOLS Create your customized url: Include in your email signature & on business cards Resources Listen & tools: to Matthew Temple's webinars on Kellogg site: career resources section CardMunch SlideShare
  • HOW TO GET INTRODUCED TO RECRUITERS, HIRING MANAGERS & CLIENTS 4 steps to using LinkedIn for getting introduced for (a) business networking, (b) getting hired: Create an excellent prole achieving your goal. Send out your invites to build as many connections as possible. Create your short list of people you'd like to be introduced to. Send out introduction requests. To watch my video explaining these 4 Steps in greater detail go to:
  • HEADLINE & KEYWORD EXERCISE: DO YOURSELF What Your is your headline goal? unique value proposition? What's your credible "wow." Don't exaggerate or be shy. What are the most important keywords I should be using naturally in my headline & throughout my prole? New headline:
  • GIVE PROFILE FEEDBACK TO OTHERS: EXERCISE What do you think my prole goal is (i.e., "nd a marketing job in a startup...", "branding for my company"...)? What How is my biggest area of expertise? would you describe my personal brand in 1 sentence? Does my headline and summary clearly communicate what you think my brand is? If not, why not?
  • WRAP-UP / Q&A You should have a much better understanding now of how your prole is perceived You should know your next steps to creating a great prole Download ebook (free for next 24 hours): I Got the Job! 8 Steps to Get Hired: 1month free Job Seeker subscription from LinkedIn (only new subscribers are available): Kellogg provides free coaching to alumni Connect with me: @MarkAndersen Feedback for this workshop