This document provides information and tips for using LinkedIn effectively. It discusses setting up a professional LinkedIn profile with a complete background and experience section. It emphasizes using keywords, a professional photo, and an active status. The document also covers using LinkedIn groups to expand your network and generate leads. It provides instructions for creating a professional LinkedIn company page and strategies for engagement. Resources with additional LinkedIn training and best practices are also included.

1. LinkedIn for Business
Michelle Post, Ph.D., MBA, CSMS

2. Dr. Michelle Post, CSMS
Author: Building Your Adjunct Platform, Heaven Has
Tea Parties, & Reflections of Weekly Words
Facebook:
https://www.facebook.com/DrMichellePost
Linkedin:
http://www.linkedin.com/in/michellepostphd
Pinterest: http://pinterest.com/mpostphd
Slideshare: http://www.slideshare.net/mpostphd
Twitter: http://twitter.com/michellepost
ReachYourPotential:
http://reachyourpotential.info/
WorkPlaceInfluence:
http://workplaceinfluence.org/

3. Video: What is Linkedin
Video Link: http://bit.ly/whatislinkedinvideo

4. Lessons to Learn
• The Stats
• What Can I Do With LI?
• Learning LinkedIn (LI)
• Creating a Powerful Profile
• Groups and Their Untapped Power
• LinkedIn for Lead Generation
• Creating a Professional Company Page
• LI Resources

5. Did You Know?
“Did you know that LinkedIn users are
8x more engaged with your brand, 3x
more likely to buy your product and 2x
more likely to recommend it once
they’ve connected with you in
LinkedIn?” (HootSuite, 2013)

6. • Founded in 2002 - Launched in 2003
• World’s Largest Professional Networking Site
• 200 Million Professional Users
• CEOs from all 500 Fortune Companies are on
LinkedIn
• Every 2 seconds a new member joins Linkedin
• 97.3% of recruiting professionals surveyed
reporting they used LinkedIn for recruiting during
2012
The Stats

7. What Can I Do With LI?
Video Link:
http://www.youtube.com/watch?v=isQWlN_tKrY
&list=UUr5FFa-roEok8MaOOaAyK7Q&index=11

8. Learning LinkedIn
• How do you learn LinkedIn?
• One of the easiest ways is to first “map” the software
– Open LI
• What are the options on the main window
– Search
– Home
– Profile
– Network
– Jobs
– Interests
– Account
• Then open each tab and identify what you can do under each tab
– Use LI’s Help Center
– Search Google for answers
• Example: Dr. Post’s LI Map

9. CREATING A POWERFUL PROFILE

10. Dr. Post’s Top 10 Profile Tips
1. Do not publish your profile
until it is 100%
2. Build your profile slow and
ensure it is a strong
reflection of you
3. This is a professional
network, and needs to be
used as such
4. Add value with your profile
5. Be confident, but not
arrogant
6. Review other profiles of top
LinkedIn Experts for
inspiration & ideas
7. Use strong keywords
throughout the profile
8. Upload web links, PPTs, PDFs
under each job to show your
knowledge and expertise
9. Don’t be afraid to shift
sections up and down to see
what looks best
10. Ask for opinions of people
you trust who will tell you
what you need to hear

11. The Possible Components of a Profile
• Name
• Header (keywords)
• Professional Headshot
• Profile URL
• Activity
• Background
– Summary
– Specialties
• Experience
• Education
• Certifications
• Skills & Expertise
• Organizations
• Honors & Awards
• Volunteering & Causes
• Publications
• Projects
• Courses
• Languages
• Test Scores
• Patents
• Additional Info
• Recommendations
• Applications

12. • Use your name with the appropriate alphabet
(PhD, MBA, Certifications, etc.)
• Create an exciting Headline below your Profile
Name
• Create a Headline that is unique to you, and
one that really catches a hiring managers eye
Create a Powerful Headline

13. • Keywords are not just for websites, but for
individuals too
• It is important to add the keywords of the jobs
your are looking for --- recruiters search by
keywords
• Add keywords to the following sections:
Headline, Specialties, Job Titles and Skills
Use of Keywords

14. • LinkedIn prefers that a user adds a
professional headshot, not a logo or even
worse it is blank
• Do not upload “action” or “family” photos,
this is your calling card, make it about your
professional image
Professional Photo

15. • Default - URL with lots of Numbers, Letters
and Slashes at the end
• Make sure your public profile is simply your
full name, do not try to be cleaver with this,
just simple and straight forward
• Video Training:
http://www.youtube.com/watch?v=M9MDpm
lG3SU
Public Profile URL

16. • The status bar is the box that is directly below
your name, and if you do not stay current,
then hiring managers do not think you are
looking
• A status update can be a simple post once a
week about what it is you are learning, a
special project, or your volunteer work
Active Status Bar

17. • The Background consists of two sections: (1)
Summary and (2) Specialties
• The Summary Section is WHO YOU ARE, not what
you can do
– Use powerful, confident (not arrogant) words to tell
YOUR STORY – There is only one of you
• The Specialties section are the areas or abilities
you are the BEST at and have the passion for –
Don’t be afraid to toot your own horn
Background

18. • Really think about what you are going to write
in each section, especially what you did for
past and current employers
• Look at other LinkedIn profiles in your areas of
experience and see how each section looks
like
• Look up job descriptions of what you have
done, are doing, and want to do in the future
Experience: Strong Job Descriptions

19. Education & More
• Education
– Most current to oldest
• Certifications
• Courses
• Organizations
• Honors & Awards
• Projects
• Publications

20. Skills & Expertise
• Skills & Expertise are a list of your best
abilities
• You can list up to 50 skills
• Level 1 connections can endorse you for your
skills
• Endorse someone, and receive an
endorsement

21. • Seek out recommendations for current and
past employers
• Seek out recommendations from your
professors or university administrators
• It is good to have at least one
recommendation for every job you list;
however, the more the better
Recommendations

22. • LinkedIn has added a new Skills / Expertise
section and it is more easy to seek
endorsements for your skills and expertise
• If you receive endorsements, you should give
endorsements
• And if you give endorsements, you normally
receive endorsements
Endorsements

23. • Join groups in the areas you are interested in
• Or better yet, start a group
• Be active in your group, start with one and
listen and engage
• It is recommended in joining 50 groups
Group Membership

24. • Worse thing you can do on LinkedIn --- not
completing your profile
• Use LinkedIn’s built in function of “Improve
Your Profile” to ensure you have put your best
foot forward
• Creating a profile is time consuming, but a
good profile could mean your next job, sales,
client, lead generation, and more
100% Complete Profile

25. • Social media is your friend and can be critical
in finding your “dream” job
• If you have more than a LinkedIn account
make sure your other social media accounts
are professional in look and content, do not
post anything you would be embarrassed to
have a hiring manager read
• Ensure all your social media accounts have the
same look – Professional Look
Cross Promote Yourself

26. • Do Not Label Websites Generically
• The Profile has Lack of Consistency/Discrepancies in Format
and Structure
• The Profile Contains Spelling, Grammar and Punctuation
Errors
• A Static (Unchanging, Outdated) Profile – and thinking all
you need is a KILLER LinkedIn profile
• Recommendations that Contain Spelling, Grammar and
Punctuation Errors – or are Just Plain Boring
• You have Fewer than 500 Connections
• LinkedIn Partner Applications and Special Sections Not
Utilized
Additional Tips

27. GROUPS AND THEIR UNTAPPED
POWER

28. Power of Groups
• Topic specific
• Industry specific
• Full of professionals
• Concentrated on niche industry, niche
location, or a combination of both
• People regularly visit the Discussion Boards
within groups
• Stay up with industry information

29. Power of Groups, Cntd.
• LI Groups are a great place for professionals looking for
business or a business partner (Schaffer, 2009, p. 139)
• Types of Groups
– Regional
– Industry
– Occupational
– Large
– Networking
– Alumni
– Special Interest
• Making connections easier
• Creating your own group

30. Power of Groups, Cntd.
• Discussions
• Members
• Promotions
• Jobs
• Search
• Group Updates
• Group Profile
• Groups are like virtual networking
Training: http://www.slideshare.net/exhibitcraft/how-to-
unleash-the-power-of-linkedin-groups-9876065

31. Power of Groups, Cntd.
• “You have a chance to learn from and engage in
online conversations with potential prospects.
• You can demonstrate you’re a valuable resource
by offering insights, ideas and information that’s
helpful to group members.
• You can send also send messages directly to
group members – even if you’re not personally
connected to them.” (Konrath, 2013, para. 4)
• Article: http://www.jillkonrath.com/sales-
blog/bid/142915/Video-The-Secret-Power-of-
Using-LinkedIn-Groups

32. LINKEDIN FOR LEAD GENERATION

33. LinkedIn For Lead Generation
• LinkedIn is 277% more effective for lead
generation than Facebook and Twitter
(HubSpot, 2012)
• Your profile speaks “volumes” to potential
clients
• Quickly find content that is relevant to your
target market
• Connect with various & “active” groups
• Be a “teacher” by educating and adding value

34. LinkedIn For Lead Generation
• Build you network connections
• Use a Company Page
• Use Self-Service Ads
• Create leads using your LI Company page
through special offers
• Use LI’s Lead Collection Widget

35. LI For Lead Generation: Resources
• LI Skills & Expertise: Lead Generation -
http://www.linkedin.com/skills/skill/Lead_Generation
• Generating Leads With LinkedIn: What You Need to Know -
http://www.socialmediaexaminer.com/lead-generation-with-linkedin/
• 8 Ways to Get More Leads for Your Business on LinkedIn -
http://www.socialmediaexaminer.com/more-leads-for-your-business-on-
linkedin/
• 3 Places to Get Easy Leads on LinkedIn -
http://christinehueber.com/tag/linkedin-lead-generation/
• Optimizing Your LinkedIn Presence for Lead Generation -
http://www.smartinsights.com/social-media-marketing/linkedin-
marketing/optimising-linkedin-presence-for-lead-generation/
• 6 ways to leverage your LinkedIn company page for lead generation -
http://www.lifehealthpro.com/2013/04/04/6-ways-to-leverage-your-
linkedin-company-page-for?page=3

36. CREATING A PROFESSIONAL
COMPANY PAGE

37. LinkedIn Company Page
• Ask yourself these questions -
http://www.entrepreneur.com/article/226637
• Steps to Creating a Company Page
– Interests > Companies
– Add a Company
– Enter Company Name & email of Official Representative
– Complete email Verification
– Fill out all Company information
• Publish Page
– Add a Product / Service
– Add a Job
– Post value added updates daily
– Cross promote the your company page (FB, TW, and other social media
sites)

38. LI Company Page: Best Practices
• Establish your company’s presence
• Attract a following
– “Did you know that LinkedIn users are 8x more engaged
with your brand, 3x more likely to buy your product and 2x
more likely to recommend it once they’ve connected with
you in LinkedIn?” (HootSuite, 2013)
• Engage with your audience
• Amplify your brand
• Analyze and perfect
• Full article: http://blog.hootsuite.com/linkedin-best-
practices-brands/

39. LI Company Page: Targeted Updates
• If you're a Company Page administrator, you can create a
Targeted Company Status Update.
– In the Share an update box on the Company Page Home tab,
move your cursor over Share with all followers and select
Targeted Audience.
– Select the criteria from each tab (Company size, Industry,
Function, Seniority, and Geography).
– At the bottom of the pop-up box, select either employees and
non-employees or non-employees only.
• Note: A company must have at least 100 followers within
the selected target group in order to post a Targeted Status
Update.
• LI Help -
http://help.linkedin.com/app/answers/detail/a_id/26038

40. LI Company Page: View Analytics
• Go to your Company Page.
• Click the down arrow next to the Edit button
in the upper right.
• Select View follower insights or View page
insights.
• LI Help -
http://help.linkedin.com/app/answers/detail/
a_id/4499

41. LI Company Page: 2012 Best
• Adobe
• Aurecon
• CNBC
• HireVue
• HubSpot
• Insead
• The IT Media Group
• Magna PowerTrain
• Pacific Dental Services
• Tata Consultancy Services
• The Walt Disney Company
• Xactly Corporation
• Tops tips from the best
– Add inviting images
– Post status updates that
create relationships, not sale
a product
– Add products/services
– Feature relevant groups
• Blog post -
http://blog.linkedin.com/20
12/12/12/best-linkedin-
company-pages-of-2012/

42. LinkedIn Company Page: Resources
• Top 10 Tips from Best LinkedIn Company Pages form 2012 -
http://blog.linkedin.com/2013/04/11/top-10-tips-from-
best-linkedin-company-pages-of-2012/
• 10 Steps to Create a LinkedIn Company Page -
http://www.forbes.com/sites/work-in-
progress/2013/01/20/10-steps-to-create-a-linkedin-
company-page/
• Create a LinkedIn Company Page: Step-by-Step Instructions
- http://socialmediatoday.com/node/1255091
• How to Boost Engagement on Your LinkedIn Company Page
- http://www.socialmediaexaminer.com/how-to-boost-
engagement-on-your-linkedin-company-page/

43. LinkedIn Company Page: Resources
• Guide to Using LinkedIn Company Pages: Get Followers,
Share Stories, Post Products -
http://www.wordstream.com/blog/ws/2013/02/25/how-
to-creatively-use-linkedin-company-pages#.
• 5 Creative Ways to Use LinkedIn Company Pages -
http://www.socialmediaexaminer.com/5-creative-ways-to-
use-linkedin-company-pages/
• 5 steps to building a great LinkedIn Company Page -
http://hearsaysocial.com/2013/05/linkedin-company-page-
tips/
• LI Company Page FAQs -
http://help.linkedin.com/app/answers/detail/a_id/1561

44. RESOURCES FOR LI

45. LinkedIn Training
• LinkedIn Strategies You Tube -
http://www.youtube.com/user/linkedstrategie
s?feature=watch
• Viveka Von Rosen -
http://www.youtube.com/user/LinkedInExper
t?feature=watch

46. • 4 Components to Supercharge Your LinkedIn Profile -
http://www.thegloculgroup.com/mag/superchargeyourlinkedinprofile/
• LinkedIn Intelligence - http://linkedintelligence.com/
• 20 Tips to Becoming Successful on LinkedIn – Refreshed and Expanded -
http://linkedintobusiness.com/linkedin-tips-tricks/
• 6 Tips for Using LinkedIn the New Endorsements -
http://www.socialmediaexaminer.com/linkedin-endorsements/
• LinkedIn Profile Tips: The 10 Mistakes You Want to Avoid and Why -
http://bit.ly/lzEbx
• Video: How to Job Search on LinkedIn -
http://video.about.com/jobsearch/Job_Search_LinkedIn.htm
• Simple ways to get your resume on top of the pile - http://usat.ly/Z57Idh
• 27 LinkedIn Tips: LinkedIn Best Practices for Entrepreneurs -
http://www.forbes.com/sites/kenkrogue/2012/06/29/27-linkedin-tips-
linkedin-best-practices-for-entrepreneurs/
Resources

47. Resources, Cntd.
• Linked University - http://linkeduniversity.com/
• 11 Tips to Find the Best LinkedIn Groups - http://www.inc.com/jeff-haden/11-tips-
to-find-the-best-linkedin-groups.html
• How to Use LinkedIn Powerfully: 10 Tips to Know -
http://socialmediatoday.com/tracycgold/479022/how-use-linkedin-powerfully-10-
tips-know
• Fancy Yourself as a LinkedIn Expert? Better Add These 4 Tips & Tricks to Your
Toolkit - http://www.business2community.com/linkedin/fancy-yourself-as-a-
linkedin-expert-better-add-these-4-tips-tricks-to-your-toolkit-0253998
• Are you “In”? 10 Reasons To Use Linkedin - http://www.islandconnect.net/are-you-
in-10-reasons-to-use-linkedin/
• The Power of LinkedIn Groups for Lead Generation -
http://www.tomskotidas.com/index.php/the-power-of-linkedin-groups-for-lead-
generation/
• Creating the perfect LinkedIn profile to generate leads -
http://www.jumplead.com/blog/2012/08/creating-the-perfect-linkedin-profile-to-
generate-leads#.UcACKpwQNK4

48. Resources, Cntd.
• Recruiters Say, “Avoid LinkedIn at Your Peril” -
http://www.forbes.com/sites/work-in-
progress/2012/05/11/recruiters-say-avoid-linkedin-at-your-peril/
• New Expert Tips For Using LinkedIn -
http://www.forbes.com/sites/susanadams/2012/05/08/new-
expert-tips-for-using-linkedin/
• LinkedIn Labs - http://engineering.linkedin.com/linkedinlabs/
• LinkedIn Strategies - http://linkedstrategies.com
• LinkedIn To Business - http://linkedintobusiness.com/
• Climbing Your Way Out of a Professional Rut -
http://blog.linkedin.com/2013/03/01/climbing-your-way-out-of-a-
professional-rut/?sf10060462=1
• Best Advice I Ever Got -
http://www.linkedin.com/today/se/bestadvice?trk=nus-mktg-
bestadvice-0301-gen&sf10040899=1

49. The LinkedIn Experts
• Sahar Andrade: http://linkedin.com/in/saharandrade
• Bernie Borges: http://www.linkedin.com/in/bernieborges
• Wayne Breitbarth: http://www.linkedin.com/in/waynebreitbarth
• Melonie Dodaro: http://www.linkedin.com/in/meloniedodaro
• JD Gershbein, http://linkedin.com/in/jdgershbein
• Lewis Howes: www.linkedin.com/in/lewishowes
• Rick Itzkowich: http://www.linkedin.com/in/ritzkowich
• Nathan Kievman: http://linkedin.com/in/nathankievman
• Colleen McKenna: http://www.linkedin.com/in/colleenmckenna
• Flynn Penoyer: www.linkedin.com/in/flynpenoyer
• Neal Schaffer: http://www.linkedin.com/in/nealschaffer
• Jan Vermerien: http://be.linkedin.com/in/janvermeiren
• Viveka von Rosen: http://linkedin.com/in/linkedinexpert

50. Neal Schaffer’s Top LinkedIn Books

51. • Bernstein, B. (2012). How to write a killer LinkedIn
profile. . .And 18 mistakes to avoid. Wise Media Group.
Kindle Edition.
• De Weaver, G. (2012). How to use LinkedIn… 10 secrets
the LinkedIn experts don’t share. Kindle Edition.
• LinkedIn. (n.d.). Company page. Retrieved from
http://www.linkedin.com/company/linkedin
• Qualman, E. (2012, November 7). Social media
revolution 2013 [Youtube Video]. Retrieved from
http://www.youtube.com/watch?v=QUCfFcchw1w
References