1. Confidential; Not for Distribution. November 13, 2018
Building a Positive On-line Personal Brand: Using LinkedIn, Blogs, and other Social Media Tools
Lauren Celano
CEO, Propel Careers
Confidential; Not for Distribution. November 13, 2018

2. Confidential; Not for Distribution. November 13, 2018
Outline
11/13/2018
LinkedIn: Top 3 Rules of the Game
Building your profile on LinkedIn
Building your Brand: Highlighting your background and experiences
Developing “thought leadership” using other social media tools
LinkedIn as a tool during your job search
Confidential; Not for Distribution. November 13, 2018

3. Confidential; Not for Distribution. November 13, 2018
You Create your Brand
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
Confidential; Not for Distribution. November 13, 2018

4. > 30 % of jobs are filled using LinkedIn
11/13/2018
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. November 13, 2018

5. Building your On-line Network
Rule # 1
Confidential; Not for Distribution. November 13, 2018

6. Building your On-line Network
Quality over Quantity!!!
Confidential; Not for Distribution. November 13, 2018

7. Building Connections – Personal Network
11/13/2018
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
Confidential; Not for Distribution. November 13, 2018

8. Invitations – accepting people
You can reply to an invitation and not accept the invitation
Confidential; Not for Distribution. November 13, 2018

9. Building your On-line Network
Rule # 2
Confidential; Not for Distribution. November 13, 2018

10. Connecting on LinkedIn
Personalize your Message!
Confidential; Not for Distribution. November 13, 2018

11. Personalize connecting on LinkedIn
Confidential; Not for Distribution. November 13, 2018

12. Building your On-line Network
Rule # 3
Confidential; Not for Distribution. November 13, 2018

13. Building your On-line Network
Follow-up after networking
Confidential; Not for Distribution. November 13, 2018

14. Follow Up Email/ LinkedIn Request
Follow up shortly after the event (1-3 days)
Title of – 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
Phone and
Confidential; Not for Distribution. November 13, 2018

15. Follow up InMail

16. Building Your Profile: What Makes a Good or Bad Profile?
Confidential; Not for Distribution. November 13, 2018

17. Remember – your Brand Matters! what are you trying to convey?
Your Picture
11/13/2018
Remember – your Brand Matters!
what are you trying to convey?
Confidential; Not for Distribution. November 13, 2018

18. Confidential; Not for Distribution. November 13, 2018
Build out your Profile
11/13/2018 VS
Confidential; Not for Distribution. November 13, 2018

19. Confidential; Not for Distribution. November 13, 2018
Build out your Profile
11/13/2018
Confidential; Not for Distribution. November 13, 2018

20. Remember – your Brand Matters! what are you trying to convey?
Your Picture
11/13/2018
Remember – your Brand Matters!
what are you trying to convey?
Confidential; Not for Distribution. November 13, 2018

21. 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
Confidential; Not for Distribution. November 13, 2018

22. Confidential; Not for Distribution. November 13, 2018
Summary Section
11/13/2018
I am a current Postdoctoral fellow 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.
Confidential; Not for Distribution. November 13, 2018

23. Confidential; Not for Distribution. November 13, 2018
Additional Details
11/13/2018
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)
address
Resume
Greencard / Citizen Status
Confidential; Not for Distribution. November 13, 2018

24. Building Your LinkedIn Profile
11/13/2018
Use resume details to build your profile Your profile should be similar to your resume
Confidential; Not for Distribution. November 13, 2018

25. Confidential; Not for Distribution. November 13, 2018
Adding Experiences
11/13/2018
Mention personal websites, lab websites, presentation, resume, etc
Confidential; Not for Distribution. November 13, 2018

26. Confidential; Not for Distribution. November 13, 2018
Experience Section
11/13/2018
Confidential; Not for Distribution. November 13, 2018

27. Confidential; Not for Distribution. November 13, 2018
Details you can Add
Confidential; Not for Distribution. November 13, 2018

28. Confidential; Not for Distribution. November 13, 2018
LinkedIn: Education
You can add details under your degree:
Confidential; Not for Distribution. November 13, 2018

29. LinkedIn: Publications
You can list all of your publications with a summary:
Or a few
Confidential; Not for Distribution. November 13, 2018

30. LinkedIn: Volunteer Activities
You can list your volunteer activities, with details:
Confidential; Not for Distribution. November 13, 2018

31. Compare LinkedIn Profiles
11/13/2018
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?
Confidential; Not for Distribution. November 13, 2018

32. Advanced Search Feature
Confidential; Not for Distribution. November 13, 2018

33. Confidential; Not for Distribution. November 13, 2018
Advanced Feature Tab
Confidential; Not for Distribution. November 13, 2018

34. Confidential; Not for Distribution. November 13, 2018

35. Leveraging Information
Confidential; Not for Distribution. November 13, 2018

36. Who has viewed your Profile
Confidential; Not for Distribution. November 13, 2018

37. Confidential; Not for Distribution. November 13, 2018
Profile Rank
Confidential; Not for Distribution. November 13, 2018

38. Building Thought Leadership
11/13/2018
Confidential; Not for Distribution. November 13, 2018

39. Updating Connections - LinkedIn Status Bar
You can decide who to share this with
Public
Public and twitter
Only your connections
Confidential; Not for Distribution. November 13, 2018

40. Using the LinkedIn Status Bar
11/13/2018
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
Confidential; Not for Distribution. November 13, 2018

41. Confidential; Not for Distribution. November 13, 2018
Join Relevant Groups
Confidential; Not for Distribution. November 13, 2018

42. Comment on Relevant Group Discussions
Confidential; Not for Distribution. November 13, 2018

43. A Few Additional Features to be Aware Of
Confidential; Not for Distribution. November 13, 2018

44. Confidential; Not for Distribution. November 13, 2018
Privacy Settings
Confidential; Not for Distribution. November 13, 2018

45. Privacy Settings on LinkedIn
Click on your picture
Click “Turn off activity broadcasts”.
If not, your network gets notified each time something changes.
Click on again click when you are done updating
Click on Privacy settings
Confidential; Not for Distribution. November 13, 2018

46. What people see when you view their profile
Confidential; Not for Distribution. November 13, 2018

47. Naming your Profile Link
11/13/2018

48. You Choose what is Visible
Click on your picture
Confidential; Not for Distribution. November 13, 2018

49. You Choose what is Visible
11/13/2018

50. Confidential; Not for Distribution. November 13, 2018
Communications Tab
Confidential; Not for Distribution. November 13, 2018

51. Other Options to Build your Brand
11/13/2018
Confidential; Not for Distribution. November 13, 2018

52. Confidential; Not for Distribution. November 13, 2018
11/13/2018
Confidential; Not for Distribution. November 13, 2018

53. Confidential; Not for Distribution. November 13, 2018
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
Confidential; Not for Distribution. November 13, 2018

54. Twitter Perhaps create two accounts: Professional Personal
Confidential; Not for Distribution. November 13, 2018

55. Confidential; Not for Distribution. November 13, 2018
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
Confidential; Not for Distribution. November 13, 2018

56. Confidential; Not for Distribution. November 13, 2018
Considerations
Check your gmail or hotmail photo (if you have one associated with your account)
Make sure it’s professional
Ensure your personal address is professional – i.e.
Confidential; Not for Distribution. November 13, 2018

57. 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?
Confidential; Not for Distribution. November 13, 2018

58. Blogging to Develop Thought Leadership
11/13/2018
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
Confidential; Not for Distribution. November 13, 2018

59. Confidential; Not for Distribution. November 13, 2018
Blog Example
11/13/2018
Confidential; Not for Distribution. November 13, 2018

60. Confidential; Not for Distribution. November 13, 2018
Contribute to a Blog
Confidential; Not for Distribution. November 13, 2018

61. How does HR use LinkedIn
Confidential; Not for Distribution. November 13, 2018

62. HR Searches … Referrals LinkedIn Company Recruitment Database
Internal and external
Company Recruitment Database
LinkedIn
Recruiters
Confidential; Not for Distribution. November 13, 2018
Confidential; Not for Distribution. November 13, 2018

63. Confidential; Not for Distribution. November 13, 2018

64. LinkedIn Search Feature
Confidential; Not for Distribution. November 13, 2018

65. Confidential; Not for Distribution. November 13, 2018
LinkedIn Inmail…
Confidential; Not for Distribution. November 13, 2018

66. Confidential; Not for Distribution. November 13, 2018
InMail Feature Tips
If a recruiter from a company s you through LinkedIn and if you are interested in the role, 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
Confidential; Not for Distribution. November 13, 2018

67. Confidential; Not for Distribution. November 13, 2018
In Summary
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
Confidential; Not for Distribution. November 13, 2018

68. 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:
Facebook: Propel Careers
LinkedIn: Propel Careers
Web:
Confidential; Not for Distribution. November 13, 2018