This presentation was delivered to the MSc class at Ivey Business School on March 16 to educate students on how to leverage LinkedIn to build their professional brand and land their dream job.

3. 3
AGENDA
1
LinkedIn
Overview
2
Brand Basics
3
Connections
Matter
4
Graduate to
Content
5
Find Your
Focus

4. Connect to Opportunity

5. Create economic opportunity for every
member of the global workforce
​Our vision
5

7. Connect the world’s professionals
to make them more productive
and successful
​Our mission

8. For our Members
The professional profile of
record
Identity
Connect all of the world's
professionals
Networks Knowledge
The definitive professional
publishing platform
SlideShare InfluencersPulseGroups
Data & Insights

9. 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*
32M
414M+
Professionals
join daily

10. Spend Time
Personal Networks
Invest Time
Professional Networks
Info on friends
Info on personal interests
Entertainment
Kill time
Socialise
Maintain professional identity
Make useful contacts
Updates on brands
Knowledge & current affairs
Career info
Source: The Mindset Divide research study, TNS, September 2012
Mindset: Social v Professional Networks

11. ​LinkedIn elicits trust amongst professional users
​Social Network association with “a trustworthy source of professional content”
among frequent/occasional professional users
LinkedIn
71% 40% 31%
Facebook Twitter
Source:LinkedIn/Millward Brown Mindset Divide Study, 2014

12. So, what does this
mean for you?

13. Brand Basics

14. LinkedIn is more than
just a job board.

15. It’s all about the feed

16. 16
This is the key to
unlocking
opportunity
But you can’t be in the feed,
if you don’t have a profile

17. 17
So, let’s get you to “All Star”
profile strength!

18. Add a
background image
1
18
Visitors see your background and profile
images first

19. Add a
professional photo
2
More views with a profile
photo than without
14x
Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing
19

20. Populate the basics &
Boost your connections
3
Explain what it is you do
Show your passion and value
20
Identify your community
Build your credibility

21. 21
Example Headlines
Masters in Science & Management Candidate seeking management consulting role –
strategy, operations, growth.
Ivey MSc Dean’s List. Seeking role in management consulting. M&A experience.
Industry-ready MSc graduate | Marketing, Business Development | Top 5% of class |
Bilingual English, French
Personal Development Professional, Energetic Motivator & Presenter, Career Coach
& Advisor

22. Own your URL
4
Personalize your URL so that people can
easily find you on LinkedIn and in search
rankings
22

23. Draft a
compelling summary
5
Focus on career accomplishments and
aspirations
Recommend 40 words or more
Include keywords – not buzzwords
23

24. Summary
l
Paragraph 1:
Career/Volunteer Highlights, what is a common theme in your professional or volunteer
career? Have you done Summer internships? Did you start you own business? Have you
participated in exchange? How do these experiences relate back to your professional brand?
Paragraph 2:
What are you doing today? Are you working while you’re in school? Are you involved in extra-
curricular? How does that translate into what you are passionate about? How does it relate to
the job you are trying to land?
Paragraph 3:
Something cool or unique about you. What do you do beyond school or work? Do you coach
a sports team? Do you volunteer with the Red Cross? Do you run triathlons on the weekend?

25. Detail your past
work experience
6
More profile views than
those without
12x
Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing
25

26. Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing
Add examples of your work
in photos, presentations &
videos
Give a dynamic, visually appealing
representation of your professional story
26
6

27. Add skills and get endorsed
for them
7
Include a mix of high level
and niche skills
Limit the number of skills you list to 10 to
maximize the number of recommendations
you receive in key areas
27

28. Include Volunteer
Experiences & Causes
8
More profile views than
those without
6x
Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing
28

29. 29
OPPORTUNITY
What you
know
Who you
know

30. 30
Connections Matter

31. 31
Start with Your Ivey/Western Network!

34. 34

35. 35

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39. 39

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42. 42
So now you’ve got the
basics down…

43. 43
Graduate to Content

44. More engagement
with content vs. jobs
7x
Content
Jobs
44

45. Content can change your life

48. Patrick Kane
Ivanka Trump
Ali Landry
7-foot-tall Football
Player
Robert Griffin III
Kim Zolciak
Leadership
Social media marketing
Self-esteem
Marketing
Employee engagement
Temporary placement
Design thinking
Management
Time management
Sales
#HTGAWM
#NewNFLTeams
Redskins
The Pope
#GreysAnatomy
#HeroesReborn
The professional mindset is markedly different
Trending topics by social media platform

57. Some Tips!
Questions can get up to 50% more comments
Links to articles can get 45% more engagement
Top tips and “best of” lists get up to 40% more clicks
Videos are the most powerful for engagement

58. Find Your Focus

59. 59

60. 60

61. 61

62. Now it’s YOUR turn….
The professional profile of
record
Identity
Connect all of the world's
professionals
Networks Knowledge
The definitive professional
publishing platform
SlideShare InfluencersPulseGroups
Data & Insights

63. ©2015 LinkedIn Corporation. All Rights Reserved.