Cynthia Hanson is an award-winning journalist and owner of Write Now Resume (www.writenowresume.com), a Philadelphia-area resume development, job-search communication and interview coaching service that helps successful professionals launch to the next level of their careers. She contributed the following blog to discuss how you can promote your brand and raise your visibility on LinkedIn.
Week 3: Brand You! Seven Steps to Leveraging Your Strengths on LinkedIn
Are you on LinkedIn? If you are, I’m not surprised; 100 million other people are, too. But do you use this professional networking site to leverage your strengths, maintain visibility in your industry, and promote your unique brand? If you don’t, you should! If key information is missing from your LinkedIn Profile, you’re putting your career at risk.
“LinkedIn is the core to career management, whether you’re happy in your current job or looking for a new one,” says Kristen Lamoreaux, president of Lamoreaux Search LLC, a Philadelphia-based executive search firm focused on permanent placement in the technology sector. http://www.linkedin.com/in/kristenlamoreaux “You might be the perfect candidate for one of the roles I’m filling, but if I can’t find you, then you’ll miss out on the opportunity.”
In the past year, nearly 70 percent of Lamoreaux’s placements have been candidates that she sourced on LinkedIn. She’s not the only recruiter using LinkedIn. According to a recent survey of recruiters by Bullhorn, a producer of online staffing and recruiting agency software, 85 percent of recruiters expect to increase their use of social media as a recruiting tool in 2011. http://www.bullhorn.com/pdf/survey2011.pdf
What does this mean for you? It’s time to polish and power up your LinkedIn Profile! Follow these seven steps to leverage your strengths—and raise your visibility:
1) Headline Matters: If you’re employed, the tagline under your name should be your job title and role. If you’re in transition, make it more generic, but feature the title you’re seeking: “CIO and IT Leader.”
2) Get Branded: The Summary section is the most critical piece of your LinkedIn Profile. This is your career billboard—and YOU manage the message! Keep your summary to a maximum of three paragraphs. Make sure that each sentence promotes your unique skill set and brand, and remember to back up everything you put in this section on your resume.
3) Picture Perfect: Including a photo with your LinkedIn Profile will bring you instant credibility with recruiters—as long as it’s flattering and shows you in a professional light. No mug shots. You’ll come across as scary and unapproachable. No pets. LinkedIn isn’t Facebook. Smile—and don’t pose in front of a background that’s the same color as your outfit. You’ll disappear, rather than stand out. Finally, look the part. If you’re a corporate executive, wear a suit. If you work in a creative field, wear something colorful.

4) Recommendations Rule: Endorsements promote your skill set and value proposition. Some companies won’t consider candidates who don’t have at least three recommendations, including a recent one. Include recommendations from managers, colleagues, direct reports and clients to demonstrate your versatility in managing relationships upward, downward, across and outside the organization. Caution: Don’t post more than eight—or you’ll diminish their value.

5) Connections Count: When it comes to making a first impression on a recruiter, the bigger your LinkedIn network, the better. For senior executives, the magic number is 200+ connections; for mid-level professionals, it’s upwards of 100. “I can’t see [the names and titles of] your connections, so quantity is the only tool I have to assess whether or not you have a good network,” Lamoreaux says. “A high number tells me that if you’re faced with something you haven’t experienced before, you have a network you can turn to for answers.”

6) Post Updates: LinkedIn lets you be subtle, but deliberate in staying on peoples’ radar screens. Every time you update your profile, add a connection or application, swap out a book on your Amazon reading list or post a link to a relevant business article, you’ll appear in your contacts’ daily status updates.
7) Customize URL: Put some version of your name in your LinkedIn address. Then add the link to your email autosignature—work and personal. The payoff: With one click of the mouse, anyone in your business and social network can learn your brand…in an instant!
This Week’s Action Step: Review your LinkedIn Profile. Does it measure up? Follow one step each day for the next seven days. Result: A profile that leverages your brand.
Special Offer: Is your LinkedIn Profile working for you? Cynthia Hanson will deliver the verdict. Free, 20-minute phone session for the first five callers. Contact Cynthia at 215-661-1724.
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Write Now Resume is a resume development, job-search communication and interview coaching service that opens doors to new opportunities and bigger paychecks. Cynthia Hanson draws on her 20+ years contributing career management articles to national publications to prepare strategic, customized resumes, LinkedIn Profiles, executive bios and cover letters that get results. Her personalized approach and high-energy style are a winning combination for successful professionals who want to launch to the next level. Visit Write Now Resume online at www.writenowresume or call 215-661-1724.