How Millennials Are Building Their Personal Brand on LinkedIn

PowerPoint Presentation

THEAugust 16, 2016, 11am PST / 2pm ESTPLAYBOOK

How Millennials are Building TheirPersonal Brand on LinkedIn

The Millennial Playbook

Alex Rynne Content Marketing ManagerLinkedInKatherine LiscianiFounder & Marketing Strategy ConsultantMillennovation Media

@amrynnie@millennovator#LinkedInMktg

What Well CoverA millennials influence 1Millennials taking on the workforce by stormHow millennials build their personal brands on LinkedInHear from a top millennial marketer: How Katherine built her personal brandMillennial Innovators PodcastQ&A23456#LinkedInMktg

We are not a generation of suits and ties, but rather creators and entrepreneurs.

PAGE WILLIAMS Senior Manager, Member Marketing & Communications, Social Media, LinkedIn #LinkedInMktg

millennialsin the world2 billionin annual purchasing power$1 trillionsearches with the keyword millennial16 millionarticles written about millennials43,764The Influence of MillennialsThe Millennial Playbook#LinkedInMktg

Millennials make up 38% of LinkedIns global user base.

38%11 million+ global millennial decision makers about 12% of total millennials are on LinkedIn.

12%

30%2 million+ millennials on LinkedIn hold marketing roles. About 30% of them are decision makers.

677,000 millennial marketing decision makers are on LinkedIn.A Millennials Influence on LinkedInThe Influence of Millennials on LinkedInAs of early 2016, there are 87 million Millennials on LinkedIn globally.The Millennial Playbook#LinkedInMktg

By 2020, millennials will make up 50% of the workforce.#LinkedInMktg

Occupations of Millennials on LinkedInThe Millennial Playbook#LinkedInMktg

Advancement Opportunities

67%Better Pay

60%Challenging Work

51%What Millennials Want in a JobThe Millennial Playbook#LinkedInMktg

What Millennials Want in a JobMillennials extensively research companies onlineWhen it comes to compensation, they dont settle. The job hunt is different for millennial men and women. 123The Millennial Playbook#LinkedInMktg

Becoming known as a thought leader shouldnt be your goal. Its just the icing on the cake of creating something truly innovative. When youre willing to take risks and do things that are unconventional, youll find others in your industry looking to mimic you and learn from you, and eventually you may earn the respect that labels you a thought leader.

LAUREN HOCKENSONContent Marketing Associate, Checkr#LinkedInMktg

Optimize your LinkedIn profile.Publish on LinkedIn.Create a LinkedIn SlideShare account.Make meaningful connectionsCustomize your feed by following those who matter most.12354

How Millennials are Building Their Personal Brand on LinkedInThe Millennial Playbook#LinkedInMktg

Authenticity is keyBe consistent.Continuously add value123Personal Branding Ground RulesThe Millennial Playbook#LinkedInMktg

Create a distinctive LinkedIn pro le headline.Add a professional profile picture.Make your LinkedIn background photo work for you.Customize your LinkedIn URL, and share it everywhere.Tell your story through your summary and experience.Optimize Your LinkedIn Profile#LinkedInMktg

Keep your network fresh and activeStrengthen your global connections.Know more about people youve met or are about to meet.

Make Meaningful Connections on LinkedInThe Millennial Playbook#LinkedInMktg

Your personal brand is your responsibility. Never before has there been more of an opportunity to use technology, social media, and common sense to tell your professional story, stand up, and stand out in an increasingly crowded digital space.MEL CARSONFounder, CEO & Principal Strategy Consultant at Delightful Communications#LinkedInMktg

Publishing on LinkedIn

30%

45%Millennials represent 30% of all long-form publishers on LinkedInof readers on LinkedIn are in the upper ranks of their industriesWrite about what you know bestwhether thats your professional expertise or experience, industry trends, or lessons learned.

INSIDER TIPThe Millennial Playbook#LinkedInMktg

Marketing Social MediaRecruitingEmployee Engagement RecruitersSelf-EsteemEuropean UnionIntegrated MarketingVenture CapitalMarketingLean Manufacturing

What Content Millennials Engage with on LinkedIn#LinkedInMktg

Tap on the control menu in the top right corner of any update in your feed.1

Then tap on the option that says Improve your Experience.2Youll get to choose from personalized recommendations of people, publishers and topics to follow, tailored to you based on your LinkedIn profile.3When you see an update from a connection that you dont need in your feed, tap on the control menu in the top right corner.4Then, tap on the option that says Unfollow [connection name].5Customize Your Feed by Following Who Matters MostThe Millennial Playbook

#LinkedInMktg

Customize Your Feed by Following Who Matters MostTop 10 influencers on LinkedIn in 2015 The Millennial Playbook#LinkedInMktg

monthlyvisitors

70 millionmonthly new content pieces

400,000people visitLinkedIn SlideShare

7 million SlideSharesto LinkedIn

20 millionof traffic comes from organic search

80%Create a LinkedIn SlideShare accountThe Millennial Playbook



Why are you building a personal brand?POLLTo gain the attention of recruiters and hiring managers on LinkedIn to receive new or better career opportunitiesATo win more clients for my companyBGrow my professional network and increase opportunitiesCLay the foundation for future successDI dont really think about myself, or my career, as a personal brandE

What s holding you back from growing your personal brand? Its hard to find the timeAIm not sure what to sayBI thought I should keep my image buttoned up on LinkedInCI just havent figured out the perfect selfie angle yetDPOLL

I built a personal brand to blend in with the crowd... said no one ever.

The purpose of your personal brand is not to blend in. It is to STAND OUT.Identify what unique view of the world you are experiencing RIGHT NOW. Capitalize on it to show others the value your unique perspective can bring to the table.

The Millennial Playbook#LinkedInMktg

It seems like everyone lately is talking about building your personal brand. So much so, that we often begin building something without even knowing why were doing it and what we hope it will help us achieve.

I built a personal brand to blend in with the crowd said no one ever.

The purpose of your personal brand isnt to help you blend in with the crowd. Its to make you STAND OUT.

Identify what unique view of the world you are privy to and find a way to share it with others to show people who you are, what youre doing, where your interests lie, and what assets you can bring to them.

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WHERE TO START


What characteristics, traits, beliefs, or experiences define you?STEP 1: FINDING YOUR UNIQUE VOICEWhat do you do well?Whats something that you could talk about forever and never get tired of?What sort of values help guide your path and the decisions you make?What are you are extremely passionate about?

WHERE TO START

> Your brand lies somewhere between WHAT YOURE INTERESTED IN and WHAT MAKES YOU, YOU

To start defining who and what your personal brand is, start asking yourself these questions.

Take some time to really sit down and map these things out. Make a list of all that applies.

Who are you?

What characteristics, traits, beliefs, or experiences would you say define you?

What do you do well?

Whats something that you could talk about forever and never get bored with?

What are the values that help guide the decisions you make, people you surround yourself with, and the things you envision in life?

What is one thing that you are extremely passionate about?

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WHERE TO START


What is the goal of your personal brand?STEP 2: FINDING YOUR WHYIs it to build a reputation inside of your company?Find your next job?Win more clients for your company?Grow your professional network so that you can open up more professional opportunities?

PRO TIP:

knowing your why will help lead you to your what and your who

WITHOUT A GOAL IT IS IMPOSSIBLE TO SCORE

You have to figure out what direction you are going in, first, in order to figure out who it is that you are talking to. YOUR WHY WILL POINT YOU IN THE DIRECTION OF YOUR WHO AND, eventually, YOUR WHAT

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STEP 1: MY UNIQUE VIEW OF THE WORLDMillennial Marketing ObsessedDigital ExperimentalistScrappy Startup KidStrategic ThinkerAvid Problem SolverStorytellerPassionate about understanding people, their stories & experiences, and finding out what can be learned from the data in-betweenSTEP 2: MY WHYTo show both my peers and potential employers that age doesnt necessarily equate to qualification or expertise.

For example, lets look at me.

At the time when I began building my person brand I was pretty fresh out of college, but I had been working in self-started lean teams pretty much since I was about the age of 15. So, I had an unusually advanced amount of business intelligence and experience, despite my young age.

I saw my age as an advantage, in the fact that I was a digital native and could easily adapt to and figure out how to leverage new technologies to engage audiences, but felt as though my career opportunities were being limited because of the way others saw my age as a disadvantage.

So, I decided began to build a persona to change the way both my peers and potential employers thought about capability and agethe millennial innovator (or millennovator)

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PRO TIPYour LinkedIn Profile is the perfect opportunity to speak directly to your target audience

STEP 3: THREAD YOUR BRAND MESSAGE THROUGH YOUR ENTIRE ONLINE IDENTITY

Like I said earlier, a personal brand is meant to differentiate you from the crowd.

Once you find what makes you unique, showcase it in everything you say and do.

Over and over, and over, and over again.30

The 4 Cs of Personal Brand BuildingSeeding Your Network with Unique, Purposeful, and Personal Content

CURIOSITYCOMMUNITYCONTRIBUTECONSISTENCY


STEP 4:

STEP 4: SEEDING YOUR NETWORK WITH UNIQUE, PURPOSEFUL, AND PERSONAL CONTENT

My 4 Cs of Personal Brand Buildingthis is something I developed through experimentation with my own personal brand

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Start with a Genuine Curiosity and Willingness to Learn.

... all of your actions on LinkedIn should be focused on building and solidifying unique connections with those in, or adjacent to, your network. KATHERINE LISCIANIFounder and Full-stack Marketer,Millennovation Media

Identify your industry heroes

The Millennial PlaybookJason MillerGlobal Content Marketing Leader at LinkedInRobert RoseChief Strategy Advisor at Content Marketing Institute

#LinkedInMktg

Leverage Content to Share Exactly Where You are in Your Journey Right Now


Show your heroes, and the world, that you are authentic, trustworthy, and reliable by continuously contributing to conversation, sharing honestly about your experiences and personal journey, and by demonstrating the determination with which you continue to chase your craft.

#LinkedInMktg

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Questions?The Millennial Playbook

Market to who mattersFor the first time in the history of media, you can reach the worlds professionals-all in one place. More than 433M people worldwide gather on LinkedIn to stay connected and informed, advance their careers, and work smarter. Together they comprise the largest global community of business professionals. These are the decision-makers, influencers, and the leaders of today and tomorrow-precisely the people you want to target.

For more information, visit marketing.linkedin.com.