LinkedIn

Tuneup

Dan Houser
 • Rethinking the purpose of LinkedIn
• Give your profile curb appeal
• Connect with Intention

Agenda • Grow your brand

LinkedIn Tuneup 20XX 2

Introduction

What is the purpose of your LinkedIn?

Online resume
Marketing tool
Personal Branding space
Platform for change
Means of connection
Other?

20XX 3
Curb Appeal
Does your LinkedIn profile swipe left or
right?

20XX 4
Curb Appeal

• Professional Headshot
• Google “Bad Headshot” and see how many indicators are in yours
• Create an eye-catching headline
• Fix your URL, if required, for SEO.
• Create an interesting summary
• What you do, what is your mission?
• Why should people listen to you?
• Something of your personality, interests, personhood
• Use keywords – but not buzzword bingo
• Add a compelling background to your profile
• Make sure your profile is complete
• Tip: Turn “People also viewed” off to avoid highlighting competitors…
5
 • Take a critical look at your experience
• Is this a list of activities or accomplishments?
• Sure you’re proud of your work, but what is relevant?
• Generated reports and met with people… yawn…

• Call out big rocks:

Pivot • Designed & Lead Innovative PCI-DSS Compliance business
change resulting in cost savings of $500million against
the forecast.

Messag • Education, Skills, Relevant Experience

• Experience sections is a thing, use for career change
e or a longevity at single employer to show milestones
• Use keywords, judiciously
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 Connection
Homework…
Groom that
profile!

• Make the best first impression!

• Connect with the person that’s

reviewing your profile
• Create personas. What do they want?
• Create a user experience that brings
clarity to your expertise and interests
• Identify ideal activity week over
week?
This space for rent 20XX 7
 Connect with Intention

Connect with intention Make a Human Connection

Finding people: • Groom your network, find ignored invites

•CISO • Connect on values and interests
•CISO AND Canada • Quality over quantity
•CISO AND (Colorado OR Texas)
• Ask someone their opinion, genuinely
•CISSP AND CISM NOT CISA
• Lean on your network for an introduction
•People search mining tips
• Follow visionaries – comment, repost,
•Target selection
engage, amplify
• Be genuine.

Who me, social? 8

 Connect with Intention

Connection Networks Make a Human Connection

• Friends & Family • Connect more

• Former Classmates • Comment more than Like

• Amplify voices
• Current & Past Colleagues
• Endorse causes you value
• Social Connections
• Politics & religion are minefields. Tread carefully
• Someone you can help in their
• Engage in alignment with your brand
career
• What does your audience want to hear?
• Collaborators – offer bread, don’t • How can you give them what they want?
ask to be fed
• Brief and valuable. 70 characters / 140
characters
Who me, social? 9
 #GrowYourBrand

Amplify your brand Engage Community What is a good post?

• Share your passion • Spotlight, Applaud, • Grab w/ 70 characters

Encourage
• Brevity is the soul of • Write caustic corrections • Be original
wit to set someone straight, • Trying to go viral is a
then delete them.
• Relevance great way to fail
• Don’t Post & Ghost,
• Timing, consider TOD Stay the course • Your post should
• Showcase your talent • Don’t be a corporate discuss your personal
shill or salesy experience
using Profile
• Be vulnerable, this is
“Featured” section • Use a hook
LinkedIn not Instagram
• Be helpful, interesting, • Marathon over sprint
relevant, relatable,
I never read footers. yourself 20XX 10
 The way to get
started is to quit
talking and begin
doing.
Walt Disney

Do or do not, there is no try – Jim Henson, as Yoda 20XX 11

 Timeline for the next 10
weeks…

Drive your plan 20XX 12

 • Make sure contact information is up-to-date and accurate Easy
• Privacy settings should permit you to be contacted as you would like
• Consider your employer will also check out your LinkedIn
things to
• Typos, misspelling and grammar errors are not your friend overlook
• Cover the minor details like start/end dates on education, skills, etc.
• Ensure certifications are correct, kept up-to-date with cert IDs and that will
links to Credly rob your
• Update as soon as you have a change in your employment, skills,
status, etc profile of
•
•
Consider sort order, highlight what shines power.
Titles correct
• Gender neutral language
• Limit/remove terms of aggression and obtuse, flowery words
• Check your profile on another browser to see how the world sees
you

Don’t Forget to
Check the Basics
We will pump you up… on LinkedIn 20XX 13
Summary
Connect with intention
Be genuine
Be complete
Give to community

20XX 14
 Dan
Houser

@SecWonk

LinkedIn
dan-
hoDuser

Thank you
20XX 15