LinkedIn WorkshopLecture #3: LinkedIn Profiles and LinkedIn Publishing

UGBA 198 - Fall 2016Haas School of Business, Berkeley

Julian Gamboa-Ramos

What’s LinkedIn?● What does LinkedIn offer?

○ 450 million registered users○ “Your always-available, online resume”○ Rich media, job listings, publishing

● Who are its users?○ Students, job-seekers, influencers○ Recruiters, head of departments, execs○ Companies - company culture

December, 2002

Profile Strength - Beginner● Professional Headline and Headshot

○ Current job position + Company● Location and Industry

○ Residency and field of interest● Education

○ College? Campus’s homepage’s summary.● Personalized LinkedIn URL

LinkedIn Card

Marketing Your Education● Organizations

○ Campus organizations● Honors/Awards

○ Scholarships, Dean’s Honor List● Courses

○ Classes taken in set college.○ Pertaining to your major

● Media○ Images - virtual tour

Profile Strength - Intermediate● Detailed Work + Volunteer Experience

○ Conversation version of your resume.○ +50 words within each section.○ Adds credibility to profile with company logo.○ Media: Either two or five files to show projects.

Work Experience

Profile Strength - Advanced

● Strong Summary (3 Paragraphs)○ Personal intro, hobbies, extra-curriculars○ Work Experience summary○ Contact Info: e-mail and Twitter

● Attach Media (Links to Portfolio)○ Professional Twitter○ Slideshare (Presentations)

Executive Summary

Personal Intro

Work Experience

Contact Info

Media

Profile Strength - Expert● Skills & Endorsements

○ Top 10 skills + additional● Additional Info

○ Interests (Hobbies)● +500 Connections● Following Influencers● Link your Twitter

Skills & Endorsements

Profile Strength - All-Star● Recommendations

○ Supervisor’s, co-worker’s, or employee’s W.O.M.○ Makes a more “recruiter-friendly” profile

● Publications○ Demonstrate your knowledge in your field

● Join LinkedIn Groups○ Join discussions of like-minded professionals

Publications

LinkedIn Publishing

Why Publishing?● Knowledgeable about the subject.

○ Marketing interviews○ Formulate opinions beforehand

● Showcase your activity in the industry.● Adds to your marketing portfolio.● Reach new audiences

○ Influencers, students, recruiters!○ Executives!

Your Research● Topics: Marketing & LinkedIn Student Editorial Calendar

○ Do you have a perspective on a marketing event?○ What is your brand doing differently? ○ Can other brands learn from this?○ Why is it interesting to you?

● Recommended sources:○ Adweek, Mashable, Forbes, Business Insider,

LinkedIn, TechCrunch, + any digital publisher.

Header Image● Stock images are great.

○ Clean, concise, easy to find.● Avoid text-heavy headers.

○ If some text, not focus of image.○ Avoid brands - instead, usage of brands.

● Credit image source: “The Next Web | bit.ly/29D7KUE”

In Retrospect● What did your reader learn?● What is your call-to-action? Your article’s purpose?● Encourage conversation:

○ Ask a set of questions that could be discussed in comment section. What is your stance on ____?

Signatures● Your signature should answer:

○ How can I connect with / follow the author?○ What else has the author written?○ Who wrote this article? ○ Are they credible?

● Update on every new posts.

Signatures

Short Bio + Credibility

Follow Me!

Past Published Work

Contact Info

Marketing Your Post

● Make an enticing (non-clickbait!) tweet.○ “This company marketed their product, you won’t

believe what happened next!”○ Pin your Tweet!

● Post on your LinkedIn Groups.○ Utilize your tweet here

● Like and/or comment on shares.

Marketing Your Post

Comment Section● Manage it well.

○ Let angry comments be angry.○ Discussion is encouraged!

● Thank supporters○ “Thank you for reading!”

● Shares○ Think Quoted Retweets○ Tweet back!