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  • Small Business Playbook

  • Createyourhiringgameplan

    Establishyourcompanypresence

    Buildyourpipeline

    Contactcandidates

    Screen,interview,hire

    Createawinningprofile

    Stayinformed

    Establishyournetwork

    Buildyourbrand

    PAG E 0 3

    Personal Branding

    Establishyourcompanypresence

    Attractfollowers

    Buildyourcontentstream

    Engagewithfollowers

    Extendyourreach

    Createaprofilethatsells

    Getinformed

    Findtherightcontacts

    Engageleads

    Prepareforyourmeeting

    PAG E 1 6

    MarketingPAG E 3 1

    SalesPAG E 4 3

    Hiring

    WhereprofessionalsgotodobusinessHow can LinkedIn help your business? Whetheryourejuststartingoutorhavebeenaroundformanyyears,LinkedIncanhelpyouaccesstherightpeopleontheworldslargestprofessionalnetworktohavethesamehiring,marketing,andsellingopportunitiesasifyouwereaFortune500Company.

    Where do I start? ThisbookwillhelpyoubreakdownLinkedInintofoundationalpiecesfocusedonpersonalbranding,marketing,selling,andhiring.Dependingwhereyoureatinyourbusiness,jumprightintothesectionsthatbestfityourneeds.

    Ready?Set.Go!

  • PERSonALBRAnDInGYourLinkedInidentitystartshere.

  • PERSonALBRAnDInGYourLinkedInidentitystartshere.

    PersonalProfile

    Products covered in this section:

    PremiumSubscriptions

    LinkedInGroups

  • P E R SonA L B R AnD I nG

    CREATEA WInnInGPRoFILE 1 o F 4

    B EG I nn E R :

    Tell your full story.

    UsetheSummaryandExperiencesectionsofyourprofiletoshowcaseyourcareerandaccom-plishments.ThesesectionsarefoundationalandhelpestablishyourbrandonLinkedIn.

    B EG I nn E R :

    Put a face to your name.

    Professionalheadshotsgeneratemoreprofileviewsanddrivehigheroverallengagement.Includingaphotoinyourprofilebringsittolifeandletspeopleknowyoureforreal.

    B E G I nn E R :

    Create a punchy headline.

    Yourheadlineisthefirstthingpeoplelookatonyour

    LinkedInprofile.Trydescribingyourselfcreativelyinonelinetocapturepeoplesattention.

    h e l p . l i n k e d i n . c om 5

    http://help.linkedin.com

  • P E R SonA L B R AnD I nG

    CREATEA WInnInGPRoFILE 1 o F 4

    I n T E Rm ED I AT E : Let your network speak for you.

    Getendorsementsandrecommendationsfromcolleagues,employers,andcustomerswhocanspeakcrediblyaboutyourabilitiesandcontributions.Thiswillhelpcatchtheeyeofprospectivecustomersandclients.

    I n T E Rm ED I AT E :

    Showcase your work.

    nothingshowsyourqualityofworktopotentialbusiness

    contactsbetterthanrich,tangibleexamples.Upload

    orlinktopreviouswork,suchasblogposts,presentations,images,andwebsites,and

    givepeopleareasontoengagewithyou.

    h e l p . l i n k e d i n . c om 6

    http://help.linkedin.com

  • P E R SonA L B R AnD I nG

    CREATEA WInnInGPRoFILE 1 o F 4

    ADvAnC ED :

    Optimize your profile for search.

    Getfound!AddwordsorphrasesthroughoutyourprofilethathighlightyourbestskillstoimproveyourvisibilityinLinkedInandGooglesearchresults.

    A DvAnC ED : Create a unique URL.

    ChooseapersonalizedURLtoimprovesearchengineoptimization(SEo)andmakeiteasyforpeopletofindyou.

    ADvAnC ED : Link to the rest of your web presence.

    maximizeopportunitiestoshowcaseyourworkexperiencebylinkingyourLinkedInProfiletoyourwebsites,blogs,andothersocialplatforms.

    h e l p . l i n k e d i n . c om 7

    To learn more about unique URLs, go to help.linkedin.com/app/answers/detail/a_id/87

    http://help.linkedin.comhttp://help.linkedin.com/app/answers/detail/a_id/87http://help.linkedin.com/app/answers/detail/a_id/87

  • P E R SonA L B R AnD I nG

    STAYInFoRmED 2 o F 4

    Stayinformedandchallengeyourcurrentthinkingby followingchannelsandthoughtleaders(Influencers)relevanttoyourindustryorspecialization.

    B EG I nn E R : Follow relevant channels and Influencers.

    Learndirectlyfromindustryleadersandbest-in-classbrandsbyfollowingcompaniesonLinkedIn,gettingtheirupdatesrightinyourfeed.

    B EG I nn E R : Follow companies.

    Lookforgroupsrelatingtoyourindustry,function,andcareerinterestthenjoinafewtostayuptodateontrendingtopicsandnews.

    B EG I nn E R : Find and join LinkedIn Groups.

    h e l p . l i n k e d i n . c om 8

    To learn more about channels and Influencers, go to www.linkedin.com/today/influencers

    http://help.linkedin.comhttp://www.linkedin.com/today/influencershttp://www.linkedin.com/today/influencers

  • P E R SonA L B R AnD I nG

    ESTABLIShYoURnETWoRk 3 o F 4

    B EG I nn E R :

    Connect with a broad range of contacts.

    Buildyourinitialnetworkbyconnectingwithcolleagues,clients,friends,andfamily.Rememberthatbuildingoutyournetworkhelpsyouconnectnotonlywithwhoyouknow,butalsowhotheyknow.

    I n T E Rm ED I AT E : Reach out to fellow alumni.

    Broadenyournetworkbyconnectingwithmembersfromyouralmamater.UsingUniversityPages,quicklysortalumnibyfunction,location,andcurrentcompany,andfindcontactsthatwillhelpyouachieveyourbusinessgoals.

    h e l p . l i n k e d i n . c om 9

    Notable alumni

    Who you know

    51

    4,820

    Similar schools

    Share something or ask a question...

    Explore Careers of 228,521+ Alumni

    General Information

    Find your peers

    Im an alumnus here

    Follow

    Austin, Texas Area

    University

    http://help.linkedin.com

  • P E R SonA L B R AnD I nG

    ESTABLIShYoURnETWoRk 3 o F 4

    I n T E Rm ED I AT E :

    Search on LinkedIn.

    RunaLinkedInpeoplesearchtofindcontactsthatmighthelpyouachieveyourbusinessgoals.Usekeywordsandsearchfilterslikelocationandindustrytoillustratethetypeofconnectionyourelookingfor.

    A DvAnC ED :

    Narrow down your results.

    SpendlesstimesearchingandmoretimeengaginguseadditionalPremiumsearchfilterssuchasfunction,yearsofexperience,andseniorityleveltoquicklyfindtherightbusinesscontact.

    h e l p . l i n k e d i n . c om 10

    http://help.linkedin.com

  • P E R SonA L B R AnD I nG

    ESTABLIShYoURnETWoRk 3 o F 4

    ADvAnC ED : Message potential contacts outside your network.

    messageanypotentialbusinesscontactonLinkedInusingInmail,aPremiumfeature.onaverage,theresponserateforInmailmessagesis3xhigherthanemail.Plus,ifyoudontgetaresponsetoyourInmailwithinsevendays,youllreceiveanotherInmailcreditforfree.

    ADvAnC ED :

    Stay in touch.

    keepinganactivelineofcommunicationwithyourcontactsiskeytomaintainingaqualitynetwork.UseLinkedInContactstosetremindersandfollowupwithbusinesscontactsoneday,oneweek,oronemonthdowntheroad.

    h e l p . l i n k e d i n . c om 11

    To learn more about LinkedIn Contacts, go to contacts.linkedin.com

    http://help.linkedin.comhttp://contacts.linkedin.comhttp://contacts.linkedin.com

  • P E R SonA L B R AnD I nG

    BUILDYoURBRAnD 4 o F 4

    B EG I nn E R :

    Share updates with your network.

    Passalonginterestingarticles,news,orvideosyoufindinformative.notonlywillyournetworkappreciategettingthisinformation,buttheyllstarttolooktoyouforexpertiseandinsights.

    B EG I nn E R :

    Like, comment, or share updates you enjoy.

    TakinganactiononupdateskeepstheconversationgoingandhelpsspreadthatinformationacrossLinkedIn.Andremember,ifyoufounditinteresting,chancesareyournetworkwilltoo.

    I n T E Rm ED I AT E :

    Integrate your personal brand into updates.

    Dontbeshy.Promoteyouraccomplishments,bodiesofwork,andotheraccoladesthroughsharingonLinkedIn.Foreveryfourupdatescoveringnewsandtrends,trysharingapostpromotingyourpersonalbrand.

    h e l p . l i n k e d i n . c om 12

    http://help.linkedin.com

  • P E R SonA L B R AnD I nG

    BUILDYoURBRAnD 4 o F 4

    I n T E Rm ED I AT E :

    Get a deeper look at whos viewing your profile.

    WithWhosviewedYourProfile,seethetypes,industries,andlocationsofmembersviewingyou,aswellaswhichkeywordsarebeingusedinLinkedInsearchtofindyou.Usethisinformationtofine-tuneyourprofile.

    h e l p . l i n k e d i n . c om 13

    http://help.linkedin.com

  • P E R SonA L B R AnD I nG

    BUILDYoURBRAnD 4 o F 4

    UseLinkedInGroupsasapublicforumtodiscusstopicsandtrendswiththoughtleadersorexperts.Byprovidingknowledgeableinsights,youcanbuildarapportwithother topcontributorsandeventuallyestablishyourselfasone,too.

    ADvAnC ED : Engage in LinkedIn Groups.

    Usesuccessfulbusiness-orientedblogposts,articles,andupdatesfromyourothersocialplatformstocreateahigh-qualitystreamofpersonalupdates.

    ADvAnC ED : Leverage existing content streams.

    EmbedyourLinkedInprofileintoyouremailsignatureoraddyourpersonalizedprofileURLtoyourbusinesscard.Thisprovidesnewcontactswithaneasywaytolearnmoreaboutyou.

    ADvAnC ED : Link to your personal communications.

    Increaseexposureforyourpostsandstartaconversationaroundatopicbymentioningcompaniesorconnectionsinupdates.

    ADvAnC ED : Start a dialogue.

    h e l p . l i n k e d i n . c om 14

    http://help.linkedin.com

  • P E R SonA L B R AnD I nG

    ChECkLIST

    MonthlyCh EC k L I S T :

    Reviewandupdateyourprofile,addingrichcontenttoshowcaseyourmostrecentwork.

    Getrecommendedbycolleagues,customers,orbusinesspartners.

    SetreminderstostayintouchwithimportantconnectionsusingLinkedInContacts,orgetintouchusingInmailandIntroductions.

    DailyCh EC k L I S T :

    Stayuptodateonindustry newsandinsightsusingLinkedInchannelsandInfluencersassources.

    Buildyourreputationbypostingqualityupdates.

    Weekly Ch EC k L I S T :

    Connectwithnewandexistingbusinesscontacts.

    ParticipateinLinkedInGroupdiscussionsrelevanttoyourindustryorfunction.

    Reviewwhosviewingyourprof