As a job seeker, you’re more than a collection of skills and qualifications — you’re a brand. Your brand is who you are as a professional, what differentiates you from others and how you market yourself in your job search.
Think about some of your favorite brands, perhaps a restaurant you frequent or a product you use. What comes to mind? Just as you have a perception of your favorite brands, those around you, including colleagues, potential employers and networking contacts, have a perception of your brand. Whatever your brand, it must be authentic and consistent across your entire job search, including your social network profiles, your resume and your communication strategy.
When it comes to social networking, Facebook, Twitter, Instagram and Pinterest all have a place and can play a role in your personal brand. However, LinkedIn should be your top priority. It has 259 million members from more than 200 countries and is focused on professional networking. Three million companies have LinkedIn pages, and executives from every single 2013 Fortune 500 company use the social media platform. If you’re not on LinkedIn, you’re potentially missing out on a big piece of the job market.
The Smart Way to Connect on LinkedIn
When adding new contacts on LinkedIn, keep three things in mind: quality, quantity and clout. (Click here to tweet this thought.) Focus your efforts on connecting with people who are involved and influential in your industry, as well as professionals who work at your target organizations and in similar fields and industries — you never know who might help you land your next job.
Furthermore, be sure to connect with family, friends, neighbors, alumni and others you’ve built relationships over the years. Understand that the number of connections you have reflects on how people perceive you; you want enough people to justify your authority and maximize your own influence. Be sure to also follow leaders in your field (often tagged as “influencers”) who share information that will help you keep up-to-date on the “pulse” of your industry.
One option to increase your connections quickly is to add contacts through the network tab. Click “add connections” and from there, LinkedIn will sync with your email account and show you people you know who already have profiles on the site. The only drawback to this method is that it doesn’t allow you to personalize your connection requests. A good goal to have is 500 connections; once you reach this milestone, the site will display “500+ connections,” which differentiates you as an avid LinkedIn user.
It goes without saying, but repeatedly messaging or requesting connections with people who don’t know you, without including a personalized note with the reason why you’d like to connect with them, isn’t recommended. Respect boundaries and keep professional etiquette best practices in mind.
Look the Part: Upload a Great Profile Photo
Recruiters and hiring managers use your photo to get a sense of who you are, and it can often be their first impression of you. A LinkedIn profile without a photo suggests that you’re hiding something.
Things to avoid when selecting a profile photo include:
- Photos that are more than a year or two old or of poor quality.
- Photos in an unprofessional setting.
- Photos that show a company logo, product or avatar.
- Photos that make you look too serious.
To take a great professional profile photo, convey your personality and character, dress appropriately for your profession — and relax your eyes and smile!
Create a Solid Introduction
On your LinkedIn profile, use the name most people will likely use when searching for you. Do a Google search to assess the uniqueness of your name online. If you’re the only “you” out there, this should help your personal brand. If there are many people with your name, you may want to consider including your middle name or initial.
The headline — the sentence directly below your name — should convey your profession and area of expertise. This headline will also show up in LinkedIn searches.
The summary section of LinkedIn allows you to share your professional value proposition. This should be a clear and compelling snapshot of who you are as a professional, the value you offer and the ways in which you make an impact. If your work experience is diverse, the summary is a good place to tie together the disparate elements of your professional history and tell a compelling story. Make sure your summary is easily readable and not too long.
Put Your Best Foot Forward
Don’t forget to list organizations, honors, awards, skills, experience and publications on your LinkedIn profile. Everything you include should contribute to your overall personal brand. Also be sure to keep it current; things you accomplished 20 years ago may not resonate as strongly as more recent accolades. If you don’t have any awards or honors to list, that’s okay. However, “honors” is a broad term. Be creative.
Also aim to have a few recommendations from people you’ve worked with. When requesting recommendations, LinkedIn will provide a pre-written message for you to send, but you should replace it with a personal message. Gently guide people with a request that conveys what skills or experience you’re looking to highlight.
Be a Joiner
Being involved in professional groups will help you gain visibility. Choose groups relevant to your profession, and be careful not to simply choose the first group that appears in your search. Make sure they reflect the same values you want to communicate through your LinkedIn profile.
Interact with the group regularly to get the most of your experience. If you have a group that’s more personal than professional, in the group settings, you can opt to not display the group logo on your profile.
Connect and Be Public
Make sure your entire profile is available to anyone on LinkedIn. You never know who’s looking for someone with your qualifications. If you’re worried someone might find something you wouldn’t want them to see, then don’t share it. While social media is personal, it has never been truly private. You control the content on your profile, but you can’t always control where it ends up or how others use it. So, use discretion before uploading anything.
LinkedIn is one of the most powerful tools available to professionals today, and by actively participating in the site, you increase your chances of being found and enhance your personal brand. With a little patience and forethought, you can create a profile that opens the door to your next career.
How can you make your LinkedIn profile more reflective of your personal brand?
Lindsay Witcher is the Manager of Practice Development at RiseSmart, Inc., an industry-leading enterprise career management firm. With a Master’s Degree in Career Counseling and diverse experience in the career development space, Lindsay has dedicated her life and work to helping people create careers that give meaning and purpose to their lives. Lindsay creates and manages RiseSmart’s career development and career transition programs for professionals ranging from entry-level to executive and plays a key role in new product development for RiseSmart’s vast client base.
Image: Photobucket
