1. Developing your clubs and your own professional online brand
Paul Di Michiel
CMAA conference, Tuesday 23rd July 2019 1

3. LinkedIn May 2003 630 million profiles (2 join globally every second!)
10 million in Australia
30 million companies / organisations
Microsoft purchased LinkedIn for US$26.2b
2019 revenues US$6.4b
5.5 m accountants! 
‘Motivated’ is the most overused word on LinkedIn

4. “If you are not online, you don’t exist.”

5. Why should you be on LinkedIn?
Online brand / image
Marketing tool / Part of social media strategy
Facilitates networking (1st & 2nd degree connections)
Free! 

6. How to promote your professional brand
Profile picture
Background image
Headline
Summary / About
Contact information
Connections - #? Find?
Media
Experience
Skills & endorsements
Recommendations

7. Home page

8. Promote your clubs’ professional brand
Company page:
Set up
Posts / Followers / Brand positioning / Jobs
Another social media landing page – Online presence
Active!
Staff profiles:
Reflect your clubs’ brand / ‘Associated’ with your brand (as an employer)
Screen potential employees / Selection process

9. Promote your clubs’ professional brand con’d
Groups
“A place for professionals in the same industry or with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts.”
Examples?
Create?
Private & public groups

10. Thank you! paul@thecareermedic.com