LinkedIn That Works
FOR NTU Career & Attachment
Office, 2019
LinkedIn Fundamentals, Tips And Tricks To Get An Edge Over Your Peers
The 3 Sobering Questions
Every NTU-ian Should Ask
Do you think you’d
be the first one to be
hired in the market
out of NTU?
Do you think grades
are all that matter
anymore?
Do you think that it’s
increasingly hard to
find a job in today’s
crowded world?
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How Different Are You?
4
Do you think grades
Do you think you’d are all that matter
Do you think that
anymore?
be the first one to
it’s increasingly
be hired out of
NTU?
hard to find a job
in today’s
crowded world?
What value can you
bring to the table
besides your GPA?
Is the Bell Curve God enough to
help you get your dream job?
How can you differentiate
yourself from the next
guy?
Your Passion
Your Drive
Your Ambition
6
Companies now are
looking at things that
cannot be expressed
simply with grades
anymore.
7
Things That Cannot Be Measured Are The
New Measurement
8
Schools and teachers are
working hard to help students
establish their personal
branding, helping them become
more relevant
9
What Can I Do To Stand Out?
LinkedInPedia
John Chen
My Struggles
I didn’t feel confident upon
graduation. I felt that
something was missing, and I
was lacking in so many ways.
Scared to death, not knowing
what the future held. I had
nothing to my name - nothing
but a degree.
I did what an undergrad would
do: Rely on my GPA
My Struggles
Small fish in a big ocean,
ready to be eaten and
replaced anytime.
That level of fear paralysed me.
Was there someone more experienced?
Did I say something wrong?
Am I lacking the skills?
The Waiting Game
The self doubt cycle repeats
What value can I bring?
Back Of My Head
If only I could be confident...in ME.
Personal Branding
What made people with
the same skills
unique?
What made people with
the same skills behave
differently?
How did companies
differentiate people
with the same skills?
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In 2017
My Journey With Personal Branding On
LinkedIn
Crafting My Own LinkedIn Profile
I focused more on
selling my
immeasurable values,
things that couldn’t be
explained by grades
alone.
My ability to connect the dots
My foresight of the future of content
Actually talking about the problems that
I was trying to solve with my skills
19
Crafting My Own LinkedIn Profile
The key to personal branding was to
engage with my target audience
Crafting My Own LinkedIn Profile
The key to personal branding was to
engage with my target audience
Social issues that were affecting
how we think and feel as humans
My personal experiences, and how
they taught me unique lessons
My mini successes and failures, and
what they taught me
My Crazy Journey
The results were crazy
My Journey To Personal Branding On
LinkedIn
Suddenly, I had fan(s)
My Journey To Personal Branding On
LinkedIn
I started getting headhunted
My Journey To Personal Branding On
LinkedIn
LinkedIn Showed Me Some Love
I was ranked as the only solopreneur alongside
Grab, Google, Amazon and many others.
People always ask me
“How did you build your personal brand, John?”
My Journey To Personal Branding On
LinkedIn
What Happened To The “John”
2017, Speaker
2016, Stop Self Pity
2018, Knowledge Sharer
YOU
How can we find that
differentiating factor in YOU,
besides your grades
How can we get that message
out to people and get you the
right opportunities?
Personal branding equation = Better Job Prospects, Less Competition,
Higher returns
1
How can we find that
differentiating factor within
YOU, besides your grades
2
How can we get that message
out to people and get you the
right opportunities?
1
How can we find that differentiating factor
within YOU, besides your grades
The promotion of a
particular product or
company.
The promotion of refers to
the loudspeakers that we
talked about here.
By means of advertising
and distinctive design.
What Personal Branding
Really Is
1. Creating a unique, distinctive brand for
yourself
2. Promoting that unique, distinctive
brand through the inverted loudspeaker
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Creating A Distinctive Brand; Your
Personal Brand
Creating A Distinctive Brand; Your
Personal Brand
1.
State Of Mind
Personal Branding Begins
With A State Of Mind
Personal Branding goes
beyond your appearance, your
eloquence and your manners
for different situations.
Creating A Distinctive Brand; Your
Personal Brand
Bob, NTU Student
Life as an NTU Student:
Passing exams, getting good grades, enjoying his life as a
NTU student.
And because Bob has grown up in this environment of
schooling throughout his life, this current state of mind is
going to serve him well.
In short, school life suits him, and he suits school life,
because that’s what his current state of mind is like.
Creating A Distinctive Brand; Your
Personal Brand
Bob, Fresh Graduate
State of mind: Nervous, anxious, oblivious
He talks like he’s in school, acts like he’s in school, and treats everything
like he’s in school.
And therein lies the problem.
That’s when graduates like Bob face the problem of not being prepared for a
change in environment, and then the environment completely overwhelms
them.
When this happens, it's a disconnect between where you are, and your true
self.
We call this a gap in the current state of mind.
Creating A Distinctive Brand; Your
Personal Brand
Prepared Graduate:
A Graduate who plans ahead
and prep him/herself for
working life that is upcoming
Fish in the pond:
Taking it as it comes,
enjoying school life, oblivious
to upcoming graduation
The First Step To Building A Personal Brand
Find out where your current beliefs and values lie,
and to “prepare” yourself for your personal
branding journey
EXERCISE 1:
Crafting your unique
state of mind
1. What are 3 very strong beliefs that you
currently hold right now in your life?
2. What are 3 very strong values that you
currently embrace right now?
3. Who are some great personal brands
that you admire greatly in your life?
4. What is it about their life that you find
intriguing, and would like to add to your
own life?
5. Which beliefs do you need to “add” to
prepare for your upcoming career?
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1.1
Defining Your Market
The market is the collective sum of individuals
that you are fighting to get the attention of
Depending on your objectives,
your market might be different.
Alice
Architecture Scholar
Applying for a job in an
architecture firm. For that
matter, Alice’s market might
be Director Or HR managers in
an architecture firm
Roger
Engineering Degree Scholar
Applying for a job in an
engineering firm. For that
matter, Roger’s market might
be HR Managers or Directors
from Engineering companies
Your Market Does Not Need Someone Who
Excels In Things Beyond Their World
When it comes to personal
branding, the one thing that you
absolutely have to nail is your
target market. If you get that
wrong, then you’re driving in the
wrong direction.
So how can we find the right target market
for our personal brand to thrive?
Understand Your Market Before You Fit Yourself Into It
1.
2.
3.
EXERCISE 2.1:
Smart Market Diagnosis
4.
5.
6.
7.
List down the field or industry that you would like to pursue.
List down 5 different keywords that relate to your industry.
Go to LinkedIn or Google right now “keyword” + “job openings”.
What roles appeal to you right now? List down the top 3.
Who do you think is posting job descriptions for your ideal career?
What are their positions at the workplace? Write it down.
Look at the people who posted the job. What are they like? What’s
their gender? What’s their hobbies? Are there any other things that
you both have a passion in? Write everything down.
What are their nightmares? What keeps them up awake all night
long?
What are their dreams? What do they wish were true?
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DOMAIN
Current VS Desired State
Desired State
When companies hire people, they
are hoping that that individual can
bring them closer to their desired
state.
Current State
Your personal brand has to communicate
that across - by defining what the problem
really is.
Understand Your Market Before You Fit Yourself Into It
1.
2.
EXERCISE 2.1.1:
Problem Diagnosis
3.
4.
5.
List down the field or industry that you would like to pursue.
Where is this market or industry headed right now? What
developments are there? For e.g. big data is disrupting the travel
industry in many ways now.
Based on the developments happening right now, what is the
current state of most companies right now? Are they changing?
What do you think is the desired state of your ideal company? For
e.g. the tech revolution is happening right now - and every company
has a desire to get online.
So you’ve identified the current vs. desired state. Plot this out on
the diagram below, and see how that looks like.
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1.2
Defining Your Niche
NICHE
What Is Your Niche?
MARKET
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A Niche Does Not
Means that:
●
You sell to everyone (in fact it does the opposite)
●
You’ll automatically get what your Niche is (in fact, first
1-3 times are often failures)
●
You stagnate (do it once and not work on it anymore)
Understand Your Market Before You Fit Yourself Into It
EXERCISE 2.1.2:
Niche Selection
1.
2.
3.
List 5 niches you know or are passionate about
List 5 skill sets which you currently have
Does your industry choice that you have decided to enter earlier
align with this niche? Why or why not?
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Value Adders
Your Value Adders are additional
skills that complement how your key
skills in solving the problem and
helping companies reach their
Some examples of value adders might include:
desired state.
1.
2.
3.
Leadership skills
Communication skills
Execution skills
Value adders can be a powerful asset in
your personal brand.
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VALUE
ADDERS
Value Adders
HIRING BASICS
SKILLS
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Equipping yourself with powerful Value Adders
1.
2.
EXERCISE 2.2:
Further Defining Your Value
Adders
3.
4.
5.
Does your target market need leadership skills to manage its
resources? If this is you, how might you fit in?
Does the market require someone who is always making things
happen and executes the plan flawlessly? If this is you, how might
you fit in?
Would you say that you’re a good thinker? In this case, does your
target market require critical thinking and strategic management
skills?
Are you good at building rapport? Maybe you can bring your target
audience’s team from zero to hero.
If you haven’t filled up any of the following statements, what other
gaps can you identify between the current and desired state? How
can you fill up those gaps?
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Methods
Methods are the means by which you help them to
reach those value/outcomes that you stated earlier
Methods
Methods don’t need to be tangible - they can be
intangible
Firms hire designers, for e.g for
their creativity - but you can’t put
a value on creativity - because it’s
potential.
We are simply trying to find out
how and what you’re doing to do
to help your company reach their
value outcomes.
EXERCISE 2.3:
Defining Your
Methods
1.
2.
3.
4.
What is your field of study?
Do you have any past experience working?
If your methods do not currently fit the target market, or your
value/outcome statement, is it because you do not currently have
the skills necessary to provide the value/outcome?
If so, how do you intend to obtain these skills in order to provide
that value/outcome?
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Bringing Everything Together Into A
Career Hypothesis Statement
It is a powerful summary that you can
memorise by heart to communicate
your value immediately and stand out
from the rest of your peers with your
personal brand..
Craft Your Career Hypothesis Statement
“I operate in the__________________ (Niche) niche, helping
__________________ (Target Market) to _________________
(Current State) so that they _________________ (Desired State). I do
this through _____________________ (Methods) and further add
value through (Value Adders)”
“I operate in the__________________ (Niche) niche, helping
EXERCISE 2.4:
CRAFTING YOUR
CAREER HYPOTHESIS
__________________ (Target Market) to _________________
(Current State) so that they _________________ (Desired State). I do
this through _____________________ (Methods) and further add
value through (Value Adders)”
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Summary
Crafting Your
Unique State Of
Mind
Crafting Your
Career
Hypothesis
Smart Market
Diagnosis
Problem
Diagnosis
Defining Your
Methods
Niche Selection
Value Adders
2
How can we get that message out to people
and get you the right opportunities?
The Fundamental Truth
Lesson number 1, is that the true hallmark of
a personal brand done well is when people
come to YOU.
1.3
Inverted Loudspeaker Effect
I constantly pitched to
hundreds or
thousands of
companies with only
Pulling people in to
my resume
give them the
experience I wanted
exactly.
PUSHING EFFECT
ATTRACTION EFFECT
Anatomy of a Traditional loudspeaker
Certifications
& Skills
Value
Your Story
Anatomy of a Traditional loudspeaker
What happens when we start shouting about
how good we are at the train station?
1
Everyone stares at
you
Looks at your resume
2
Most people ignore
you after that
Ignore what you’re saying
3
Some might even tell
you to shut it
Rejection of job offers
Lesson 1: Knocking On Doors Effect
Disruptive, interruptive
Fight Or Flight Reaction
Why is everyone using traditional
loudspeakers then?
1
2
Send their resumes and
cover letters out aimlessly
without any differentiation
3
Companies look at them,
but turn away
Companies don’t reply,
don’t call back
They shout
They get ignored
They get rejected
A New Way Of Thinking - Inverted
Loudspeaker
Your Story
Value
Certifications
& Skills
Anatomy of An Inverted Loudspeaker
What happens when we start talking about key
topics that add value?
1
The right people look
at you
Engages with you
2
The right people
continue to look at
you with interest
Engages with what you’re
saying
3
The right people
“tell” you to continue
talking
Comments, messages,
engagements
4
The right people take
action on your
messages
Gives you opportunities
Inverted Loudspeaker
Your Story
Attract the right people to
your message
Value
Certifications
& Skills
Opportunity for you to add
value
Get your desired results
Inverted Loudspeaker
Your Story
Certifications
& Skills
Leads to frustration
and generally a bad
experience
Pull method
Value
Value
Certifications
& Skills
Push method
Your Story
Attract the right
people to look at your
message, where you
can then add value,
and get opportunities
rolling
Better outcomes, better experiences, and in general more
opportunities for yourself.
Remember:
ATTRACTING NOT PUSHING
Section 2
Designing Your Inverted Loudspeaker
What makes you unique
Your Story
Level of value that you could potentially bring to a
company or individuals, who would reap that benefit
or get that transition and outcome if they hired you.
Value
Certifications
& Skills
Companies are starting to question
the best value adder
Companies are switching from hiring
because of the best GPA, to the best value
adder to the companies.
We come from a time where traditionally,
your score that you get in school was the
best benchmark companies had of your
potential.
Not anymore.
With this new way of thinking sweeping
Human Resources, the Millennial
revolution, companies are starting to
realise that skills and certifications can be
taught...the 2 above are what really sets
you apart.
2.1
Defining Your Story
Personal branding starts from
having one small but powerful
factor at their disposal
That is the power of the story
What make these brands so powerful and so
distinct in our heads?
It’s their story that makes them stand out
It’s their story that makes them stand out
Story of innovation
Story of human spirit
Story of heritage
Great brands have stories that make people buy into
them, aspire to be like them, and engage with them.
The promotion of a
particular product or
company.
The promotion of refers to
the loudspeakers that we
talked about here.
By means of advertising
and distinctive design.
There is no other substitute for your story
There is only one You in the
world with Your Story.
When you master your story, great things happen
Value you can bring to
the table
Skills you have
Success of personal branding
=
Ability to extract, find and distribute your story to
your target audience
You’re the story of your experiences
Personal
Branding
1.
2.
Inverted
Loudspeaker
3.
I loved my grandma’s cooking, and she inspired
me to become the best chef I ever could be
My daughter was almost kidnapped once, and
that incident shook me to the point where I
wanted to make sure that never happened again
(true story)
I come from a family background of teachers.
Each one of them taught me a lesson in life that
made me want to pass it on
Revisit Your Career Hypothesis
Look at who you’re helping, how you’re helping, and what you’re helping
them with.
Answer the following questions:
1.
EXERCISE 3.1:
YOUR STORY UP
TILL THIS POINT
2.
3.
4.
5.
6.
Before coming to university, where were you studying at? What
course did you study? Why did you study that course? Was it
because of your interest etc?
What do you do whenever you have some free time? What are
your hobbies etc?
What do you like about those hobbies?
Why did you end up studying this course in university?
What do you like in this particular course? Why do you like it?
For e.g., you might like the numbers side of engineering. That’s
a very big clue that you might be an analytical person!
Now, try to put together everything that you’ve learnt, and
attempt to summarise your story up till this point. How would
you describe this story?
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WHY
EXERCISE 3.2:
BRAINSTORMING
YOUR STORY FURTHER
Refer back to exercise 3.1, think about the 3 stories you can
share from the following scenarios:
1.
2.
3.
Your previous course prior to studying at University
Your hobbies as a person
Your current course at the University
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EXERCISE 3.3:
COMMUNICATING
YOUR STORY
ACROSS
1.
2.
3.
4.
5.
Choose a partner
Take out your Story Analysis Worksheet (separate from this
document)
Choose one person to start sharing their 3 unique stories first
While you’re listening through your partner’s story, fill up the
Story Analysis worksheet
When you’re done, please pass the completed Story Analysis
worksheet over to your partner
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Your Own Interpretation
Your Partner’s Interpretation
Find The Common Themes!
EXERCISE 3.4:
FINDING YOUR
UNDERLYING
THEMES
1.
2.
3.
Look at your own assessment of your stories + your
partner’s analysis. Do you see any similarities? Write them
down! (For e.g. John really likes to help underdogs win)
Look at your underlying themes or recurring themes. Which
one do you feel most strongly about? Why?
Look at your underlying themes or recurring themes. Which
one did you not feel the most strongly about? Why?
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Your Personal Branding Angle
Your Career
Hypothesis
Statement
Theme/Your Why
Write down your Personal Branding Angle Statement
“I approach the __________________ (Niche) niche, helping
EXERCISE 3.5:
YOUR PERSONAL
BRANDING ANGLE &
YOUR THEMES
__________________ (Target Market) to _________________
(Current State) so that they _________________ (Desired State). I do
this through _____________________ (Methods) and further add
value through (Value Adders). I do this because _________________
(Theme/Why).”
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Summary
Career
Hypothesis
Statement
Power Of
Storytelling
Uncovered
Our
Underlying
themes
Your Personal
Branding
Angle
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Section 3
Designing A Masterful LinkedIn Profile
EXERCISE 3.6:
APPLYING YOUR
PERSONAL BRAND TO
LINKEDIN
You’ve completed the most crucial step to your personal
branding journey. Now it’s time to apply it on LinkedIn.
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The Anatomy Of A Powerful LinkedIn Profile
Before this lesson:
After this lesson:
LinkedIn Profile is a really intriguing place - a
place where most people have no idea what to
put in.
You now have a blueprint to designing your
inverted loudspeaker
LinkedIn is a blank canvas for most, and most of
the time, we, for the lack of better
understanding
You now have the ability to craft out a unique
statement and story that is truly yours.
Your Personal Branding Angle
Your Career
Hypothesis
Statement
Theme/Your Why
Power words are words that
●
EXERCISE 3.6.1:
UNDERSTANDING
POWER WORDS
Strike a fine balance between pretentious sounding words and
run of the mill words
●
Communicate their ideas with greater clarity and precision
●
Are used by successful executives, journalists, politicians and
master communicators to communicate with clarity, poise and
impact
●
That will help you get ahead in life
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How Power Words can Help You Achieve Greater Success:
●
EXERCISE 3.6.1:
UNDERSTANDING
POWER WORDS
Power Words will help you ace your job interview and land a new
job - in line with your own personal brand
●
Power Words will help you to garner greater respect and
recognition from your peers
●
Power Words will get you noticed and help set you apart
●
Power Words will give you confidence knowing how to
communicate your ideas with greater clarity and precision
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Tips on which power words to choose:
Choose words that describe and empower your personal brand
Choose words that pack a punch
You don’t want to sound pretentious, but you want to sound
confident instead
Refer to the Appendix at the back to get a list of power words that you can
use.
●
●
●
EXERCISE 3.6.2:
CHOOSING YOUR
POWER WORDS
Here are some more tips that you can use to select the right
power words:
●
●
●
Who is my target audience?
Which words might they be most intrigued or interested in? (Think
back to their nightmares and miracles)
Which words most accurately boost my Personal Branding Angle
by at least 17%?
Choose 8 power words that you like
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EXERCISE 3.7:
BREAKING YOUR
LINKEDIN PROFILE UP
Lets get started in building up your LinkedIn Profile from
scratch!
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Designing A Masterful LinkedIn Profile
Background Graphic
Compelling Headline
Profile URL Customized
Contact Info
Your Headline is the prime real estate of your LinkedIn Profile
EXERCISE 3.7.1:
COMPELLING
HEADLINE
Example:
Write Your Compelling Headline here:
I Help Service Businesses Get Better Outcomes Using Powerful Content
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Your Background Graphic is another prime real estate of your
LinkedIn Profile
EXERCISE 3.7.2:
BACKGROUND
GRAPHICS
Choose an image that is:
●
●
●
Relevant to your Personal Branding Angle
Has colors that aren’t too striking that it distracts visitors
Easy enough to see - if faces are shown, then make sure your face isn’t
cut off
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Some details that you’ll have the chance to add on are:
1.
EXERCISE 3.7.3:
YOUR CONTACT
INFO
2.
3.
4.
5.
Your Profile: You can try and see if you are able to get a vanity
URL for your LinkedIn profile. A vanity URL is simply a URL that
looks like linkedin.com/in/jzchen instead of
linkedin.com/in/asdfasugkk2123
Your Website URL (good if you have a personal portfolio site)
Your Email: insert a corporate sounding email (your personal
name is always a good idea, just not catsandkittens@gmail.com)
Twitter - Add in your Twitter handle, if you have one (note - if you
use Twitter for personal use, then this might not be a good idea.
Only add this if you use it for Personal Branding)
IM - Add your Skype handle or any other Internet Messaging
Software
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Some Questions To Ask:
EXERCISE 3.7.4:
YOUR LINKEDIN PROFILE
SUMMARY
1.
Am I authentic in explaining why i’m doing what i’m doing?
2.
Did I use my power words (8 of them)
3.
Does my summary show me to be who I am, rather than just what
I do?
4.
Do I walk the talk? Do I note down my experiences along with my
technical skills in a logical and emotive way?
5.
Do I share my stories well? Or is it monotonous?
6.
Do I keep a lot of white space in my paragraphs?
7.
Do I use point form?
8.
Is my call to action too direct, or can it be softer? (friendler)
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EXERCISE 3.7.5:
YOUR LINKEDIN JOB
EXPERIENCES
Most people just list out their Job Experiences as per their
resumes - but you can do better by:
1.
2.
3.
Inserting power words
Inserting your Personal Branding Angle
Inserting your story - and your themes
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EXERCISE 3.7.5.1:
YOUR LINKEDIN PROFILE
JOB EXPERIENCES WITH
POWER WORDS
Questions to ask
1.
2.
3.
4.
5.
Am I including enough keywords in my job description?
Am I writing in brief sentences, or is everything jumbled up?
Am I using borders to make it easier to read?
Can visitors easily see my ROI?
Are my sentences in first person?
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Let’s try crafting your own storyline:
Insert a summary of the company.
Tip: You can use the company’s
LinkedIn Company page as a
guideline.
What was your role at this company?
EXERCISE 3.7.5.2:
CRAFTING YOUR LINKEDIN
PROFILE JOB EXPERIENCES
WITH STORYLINE
What stories did you gather about the
place?
How did that link to your Personal
Branding Angle?
What did that teach you about your
industry?
What were your achievements? List
down in point form about 3 - 5 max.
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1. Stick to 3-5 short paragraphs
Your summary is the place to share who you are and what makes you great, but it’s not the place
to list everything you’ve ever done.
The 2,000 characters you have are more than enough to pull off a great overview of your
professional life. Generally, 3-5 short paragraphs should do the trick.
2. Lose the jargon
Stay away from buzzwords and empty phrases. Words such as ‘motivated’ and ‘driven’ are so
overused they lose their significance.
EXERCISE 3.7.5.3:
ADDITIONAL LINKEDIN JOB
DESCRIPTION TIPS FROM
LINKEDIN
3. Write how you speak
Think about how you would speak to someone you met at a conference, and write that way. If
you’re funny, be funny. If you’re high-energy, be high-energy. Using the first person “I” makes you
more approachable than using the third person “she” or “he.” Pack your summary with a
personality that matches yours, but always keep it professional.
4. Show lots of white space
People have short attention spans and many will skim your text. Steer clear of long dense
paragraphs. Use bullet points and sub-heads to make it easier on the eyes.
Don’t use a five-syllable word when you can use a one-syllable word that is just as good. Keep
your words, sentences, and paragraphs tight.
5. Use keywords
To improve your standing when candidates search LinkedIn and Google, you’ll want to include
keywords that highlight your top skills. One approach is to list your ‘Specialties’ at the end of your
summary.
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Your Volunteer Experiences are very good ways of communicating your
underlying themes and Personal Branding Angle:
EXERCISE 3.7.6:
YOUR VOLUNTEER
EXPERIENCES
●
●
●
List down any notable experiences that you had on pro-bono
State what you learnt from them - no need to go into super detail,
unless you’re trying to join a non-profit
Use this opportunity to really build on that Personal Branding
Angle - find the links!
LinkedIn That Works
Your Education journey is also a great place to list down the
lessons you’ve learnt from school.
●
EXERCISE 3.7.7:
YOUR EDUCATION
JOURNEY
●
●
●
●
From your education history, what experiences or stories did you
learn?
How did that shape your Personal Branding Angle?
What specific memory or event taught you something, that might
push your Personal Branding Angle forward?
Was there anyone who inspired you in school?
Were there any struggles that you faced in school? Did that
motivate you to go past those struggles? What were the learning
lessons?
LinkedIn That Works
EXERCISE 3.7.8:
YOUR INVERTED
LOUDSPEAKER IS NOW
COMPLETE
We’ve successfully created our Inverted Loudspeaker awesome!
Now, it’s time to learn the next step of getting opportunities
from LinkedIn - creating content on LinkedIn, so that you
start getting traction.
LinkedIn That Works
Time For A Break
1
Creating The Base Of Your
LinkedIn Profile
2
Designing A Solid Strategy To
Focus Our LinkedIn Marketing
Efforts Around It
LinkedIn That Works
4
Anatomy Of A Powerful LinkedIn Lead
Funnel
Think back to your earlier exercises.
●
How my skills and perspectives can bring value to
companies
●
What are some of the values that I see that need to
happen in companies
●
What are some outcomes that my experiences have
taught me that is possible, but yet is seldom seen in
companies
Getting The Right “Eyeballs” And The Right
Prospect Attention
Alice started creating content about her
stories in architecture and what she has
learnt, and then she talks about some
things that she’s seen overseas which
she hopes she will be able to bring to
architectural firms over here.
Alice
Architecture Scholar
Applying for a job in an
architecture firm. For that
matter, Alice’s market might
be Director Or HR managers in
an architecture firm
Mary
Hiring Manager in an
Architecture firm
Find Alice’s content refreshing
and thought provoking,
proceed to check our Alice’s
profile
Getting The Right “Eyeballs” And The Right
Prospect Attention
ALICE’S
PBA &
LINKEDIN
PROFILE
CONTENT
MARY’S
THEMES
5
Content, The Most Important Element
Of Your LinkedIn Marketing Matrix
Content Generates The
Highest Level Of Engagement
Static LinkedIn Profile Page
Content LinkedIn Pages
When done right, content
offers other people an
insight into your world, and
is often an entry point to
help other people make
sense of what it is that you
do.
Content, your value/outcomes, combined
with Skills & Certifications,
Market Resonance
DEMAND
Opportunities & Audience
CONTENT
SUPPLY
You
Can the market RELATE to what you’re saying?
Market resonance is a powerful concept to master. How
can your content instil emotions and make people take
action?
Different Types Of Content Available
On LinkedIn
Create Content
(PBA)
EXERCISE 4.1:
UNDERSTANDING YOUR
LINKEDIN LEAD FUNNEL
Right Eyeballs,
Inbound via PBA
Right Prospects
Land On LinkedIn
Profile (Already
Optimised)
Inverted
Loudspeaker
LinkedIn That Works
EXERCISE 4.2:
UNDERSTANDING YOUR
LINKEDIN CONTENT
MEDIUMS
When you choose the LinkedIn Content Medium that you’re most
comfortable with, good things start to happen:
●
●
●
You start creating better content
You start seeing results
You start getting opportunities
LinkedIn That Works
TEXT
IMAGES
+ TEXT
Status Updates
FILES
ATTACHMENT
+ TEXT
VIDEO
+ TEXT
LinkedIn That Works
LinkedIn Pulse
High Quality, High Definition
Content About Your
Thoughts.
Build a convincing inverted loudspeaker through this!
LinkedIn That Works
An example: https://www.linkedin.com/pulse/power-miracles-meeting-henri-unabiz-john-chen/
LinkedIn SlideShare
●
●
Use it to showcase
your portfolio
Attach it to your
LinkedIn Profile
LinkedIn That Works
●
Reaching out to learn more about someone (not
asking for any opportunity, yet)
●
Hoping to ask a few questions
●
Connect through mutual acquaintances
Direct Pitch / Direct Mail
1.
2.
3.
A direct message (only if you are connected on LinkedIn)
An InMail (requires a LinkedIn Premium account)
A message through a request to connect: this is a sneaky tactic...but
I’ve known this to work many times :)
LinkedIn That Works
6
Get Started With Content
I met a Muslim woman.
She wore a hijab, a symbol of the modesty and behavior of the Muslim lady.
What situation did you
observe?
That lady told me proudly that she’d rejected over 12 companies when she was job-hunting.
She eventually took a lower paying job over their offers.
She rejected them all because of one thing.
They asked her to take her hijab off at work, so that she could “blend in with the rest of the company.”
Here’s the thing.
EXERCISE 4.3:
DISSECTING A SAMPLE
CORE CONTENT STORYLINE
Company culture is not about forcing people to FIT into your idea of what they should be.
It’s about building an idea AROUND people in your company, and moulding an INCLUSIVE environment.
It’s ironic that companies today claim they have the best culture; when their solution is to buy a couple of pool
tables and a snack bar.
The personal identities of your employees matter more to them than the identity of your company.
Your pool games and snack bars are irrelevant to them.
What was the turning point
in this story?
What was the learning
lesson for you & how does
your Personal Branding
Angle agree/disagree with
it?
How did this situation/story
that you observed relate to
your Career Hypothesis?
When you ask people to strip off the very things they stand for, so they can blend into your assumption of who they
SHOULD be, it’s a recipe for disaster.
Beliefs are shaped by stories.
Just don’t make yours a sad one for them to remember.
LinkedIn That Works
What did that teach you
about your industry, and
how can you subtly
promote yourself (only
when possible)?
What situation did you
observe?
What was the turning point
in this story?
EXERCISE 4.4:
DESIGNING YOUR FIRST
PIECE OF LINKEDIN
CONTENT
What was the learning
lesson for you & how does
your Personal Branding
Angle agree/disagree with
it?
How did this situation/story
that you observed relate to
your Career Hypothesis?
What did that teach you
about your industry, and
how can you subtly
promote yourself (only
when possible)?
LinkedIn That Works
7
How To Analyse Market Feedback &
Improve Content
Tweak Your
Message
Medium
Ask For
Feedback
LinkedIn That Works
THE 3 LINKEDIN MARKETING
FEEDBACK TOOLS AT YOUR
DISPOSAL
●
LinkedIn Profile Dashboard Metrics
●
LinkedIn Content Metrics
●
LinkedIn SSI
All Star
LinkedIn Profile
Dashboard Metrics
●
Number of Profile Views: High number of profile
views means high engagement with your
content.
●
Number of Search Appearances - the higher the
number of search appearances, the more visible
you are. May, or may not have to do with the
content that you put out
●
Who Viewed Your Profile - Higher the number
usually means the higher the content
engagement
LinkedIn Content
Metrics
●
LinkedIn SlideShare
●
LinkedIn Status Updates
●
LinkedIn Pulse
LinkedIn Status Updates
●
●
●
●
●
Views
Likes
Comments
Shares
Companies
LinkedIn That Works
LinkedIn Pulse Metrics
●
●
●
●
●
Views
Likes
Comments
Shares
Companies
LinkedIn That Works
What do these metrics tell / show you?
These metrics give you a very generic overview of where
your Linkedin Content is performing, and is generally a
good suggestion as to how you can improve on your
content.
Reach out -> Start A Conversation -> See What Happens
7.4 LinkedIn SSI
LinkedIn SSI
LinkedIn That Works
LinkedIn SSI
The score also gives you a breakdown about how well your LinkedIn
Profile is performing and where to improve
LinkedIn That Works
8
Kickstarting The LinkedIn Engine
Career
Hypothesis
Statement
Personal
Branding Angle
Content
LinkedIn That Works
F E A R
You Deserve To Find The Opportunities You
Desire On LinkedIn
Questions?
John Chen
LinkedInPedia
www.LinkedInPedia.com