Building a Positive On-line Personal Brand: Using …...2014/12/04 · Building a Positive On-line...

transcript

Building a Positive On-line Personal Brand: Using LinkedIn, Blogs, and

other Social Media Tools

1 Confidential; Not for Distribution. February 6, 2015

Lauren Celano

CEO, Propel Careers Lauren@propelcareers.com

MGH Graduate Student Division

December 4, 2014

LinkedIn: Top 3 Rules of the Game

Building your profile on LinkedIn

Highlighting your background and experiences

Developing thought leadership using Blogs, and Twitter

LinkedIn as a tool during your job search

Outline

Confidential; Not for Distribution. February 6, 2015 2

You control your Brand

You decide what to highlight

Customize your information for your preferred career path

i.e. if you want to do research, highlight your research and technical details

If you don’t want to do bench research, then highlight the big picture of your research and also your transferable skills

You Create your Brand

However, this is not just for filling jobs… Networking event follow-up

Informational Interviews

Keeping in touch

Searching for types of roles and companies to gain insight

Confidential; Not for Distribution. February 6, 2015

> 30% of jobs are filled using LinkedIn

Rule # 1

Building your On-line Network

Quality over Quantity!!!

Classmates

Lab mates

Former colleagues

Friends

Mentors

Alumni Organizations

Organizations that you are a part of

Connections of your LinkedIn connections

Individuals you meet or who speak at events

Building Connections – Personal Network

Invitations – accepting people

You can reply to an invitation and not accept the invitation

Rule # 2

Personalize your Message!

Connecting on LinkedIn

Personalize connecting on LinkedIn

Rule # 3

Follow-up after networking

Follow up shortly after the event (1-3 days)

Title of email – DO NOT JUST USE “Hello” or “Nice to Meet You”

Be descriptive and succinct

Mention where you met them (imp with LinkedIn)

Mention follow up items (if any)

Include your contact details in the follow up email

Phone and Email

Follow Up Email/ LinkedIn Request

Follow up Email

Building Your Profile

Build out your Profile

Your Picture

Remember – your Brand Matters! what are you trying to convey?

Customize your Profile

Your Title can be Edited –

Life Science professional cultivating future leaders

Passionate entrepreneur developing careers

Etc…

Location and Industry can be tailored also

Summary Section

Current Ph.D. student with a background in neuroscience and oncology. Research studies pathways involved in the formation of glioblastomas to try to identify ways to inhibit the pathways with small molecule therapeutics. Proficient in cell biology and biochemistry techniques as well as in vivo (mouse) models. Successfully collaborated with two companies and three academic labs. I am very passionate about applying my skills to the development of novel therapeutics for cancer treatment.

Additional Details

You could add the following to the Summary:

Anticipated completion time

Preferred location (s)

Preferred role(s) (e.g. bench research, consulting, etc)

Preferred type of organization(s) (e.g. small biotech, non-profit, pharma, etc)

Specific techniques

Relevant non-technical information (coursework, internships, etc)

Email address

Resume

Greencard / Citizen Status

LinkedIn Search Feature

Building Your LinkedIn Profile

Use resume details to build your profile

Your profile should be similar to your resume

Adding Experiences

Experience Section

Details you can Add

Additional Details to Add

Compare LinkedIn Profiles

Evaluate profiles for people in your desired role to help build your profile

Are they similar or different to you?

How are they describing their skills / experiences

Do you have similar skills?

Do you need to build skills?

Advanced Search Feature

Advanced Feature Tab

Leveraging Information

Who has viewed your Profile

Profile Rank

Building Thought Leadership

Updating Connections - LinkedIn Status Bar

You can decide who to share this with

Public

Public and twitter

Only your connections

Using the LinkedIn Status Bar

You can share updates such as: Upcoming presentations

Published papers

Awards

Attendance at a conference

Meetings you are organizing

Mention relevant articles

Etc…

Build awareness among your contacts regarding what you are doing

Join Relevant Groups

Comment on Relevant Group Discussions

A Few Additional Features to be Aware Of

Privacy Settings

Privacy Settings on LinkedIn

Click on your picture

Click on Privacy settings

Click “Turn off activity

broadcasts”.

If not, your network gets notified each

time something changes.

Click on again click when you

are done updating

What people see when you view their profile

Naming your Profile Link

You Choose what is Visible

Communications Tab

Groups, Companies, and Applications

Other Options to Build your Brand

Twitter

Can provide thought leadership

You can Tweet about topics of interest to you

You can follow companies / people you are interested in

Can allow you to “know” what is happening in real time

Sometimes companies post jobs / networking events via Twitter

Twitter

Perhaps create two accounts:

Professional Personal

Facebook

Do not have a silly Facebook profile photo

Be careful of being tagged in pictures

Pay attention to your activities and interests – ensure they do not say things are not professional

Check your gmail or hotmail photo (if you have one associated with your account)

Make sure it’s professional

Ensure your personal email address is professional – i.e. firstname.lastname@gmail.com

Email Considerations

Company Reference Checks

Many companies check LinkedIn, Twitter and Facebook to see if you have a professional brand before they decide to interview you.

What does your brand convey?

Blogging to Develop Thought Leadership

Wordpress is a common blogging tool

“Professional” Blogs can cover topics such as: Disease area – i.e. oncology

Functional area – i.e. Regulatory

Sector – i.e. small biotech or oncology biotech

Conference – i.e. AACR

Investment trends

Personal Blog could cover topics such as: Travel, food, hobby, charities you are involved with

Blog Example

http://lifescivc.com/

Contribute to a Blog

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How does HR use LinkedIn

HR Searches …

Company Recruitment

Database

LinkedIn Recruiters Referrals Internal and

external

LinkedIn Search Feature

InMail Feature in LinkedIn

If a recruiter from a company emails you through LinkedIn and if you are interested in the role, email them

This way, you can be on their “radar”

If you are not interested, let them know what you are interested in, so they can keep you in mind for future roles

InMail Feature Tips

You control your Brand

Develop a profile that is professional

Highlight your skills and experiences so that others can see them

Utilize tools to develop your thought leadership and presence in your area of expertise

In Summary

Contact Details: Connect with Propel

Full time jobs and

Internships

Coaching:

Resume, LinkedIn, Job

Search, etc

Newsletter Networking

Events

Lauren Celano

Founder and CEO

Propel Careers

cell: 215-370-2285

email: Lauren@propelcareers.com

Twitter: @Propel_Careers

Facebook: Propel Careers

LinkedIn: Propel Careers

Web: www.propelcareers.com

Building a Positive On-line Personal Brand: Using …...2014/12/04 · Building a Positive On-line...

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