Optimizing Your

LinkedIn Profile
A LaSalle Network Guide
 LASALLE NETWORK
Over the past two decades, the LaSalle Network team has worked hard to not
only grow (12 years on the Inc. 5000 list of Fastest-Growing Privately Held
Companies in America), but also help solve our clients’ needs with a different
type of strategy.

LaSalle Network partners with companies that value their people and whose
services and products are changing the way we live and work. Our expertise
stretches wide, placing candidates in a range of professions in 11 verticals across
the country, from entry-level to the C-suite, in temporary, temporary-to-
permanent, and permanent roles.

As a resource among many in your job search, we are only one of the tools
available to you. Our goal with this guide is to equip you with another important
tool, your LinkedIn profile, to help you put your best foot forward in your job
search. After two decades in business, we are confident we can provide value in
your career, and we look forward to working with you today and in the future!

WE'VE BEEN RECOGNIZED 100+ TIMES

FOR OUR SERVICES

Questions about job searching? We can help.

sales@lasallenetwork.com | (312) 419-1700
INTRODUCTION
WHY LINKEDIN?
When it comes to professional networking, LinkedIn is one of the most
effective tools on the market today. With the ability to share experience,
skills and achievements with other professionals around the world, it has
never been easier to present a virtual resume. When used appropriately,
LinkedIn can help make powerful connections to take a professional career
to the next level.

This guide contains in-depth information on the many features of LinkedIn

to ensure the full potential of a profile is being taken advantage of. As a
staffing and recruiting firm, our team has intimate knowledge of what
recruiters and hiring managers look for and how candidates can capitalize
on this. Harnessing the tools mentioned in this guide can help candidates
strategically carry out their job search and advance their careers. Let's get
started!

All personas and profiles used throughout this guide are fictional
and were created for instructional purposes only.

Keep an eye out for "Recruiter Pro Tips"

PRO
R scattered throughout the guide for
RECRUITE
TIP industry advice from our recruiting team.
TABLE OF
CONTENTS

01 PROFILE
13 BUILDING
A NETWORK

02 PROFILE PICTURE 14 CONNECTING

03 BANNER IMAGE 15 FINDING CONNECTIONS NEARBY

04 HEADLINE 16 PERSONALIZING REQUESTS

05 LOCATION 17 ENGAGING WITH HIRING

06 SUMMARY MANAGERS AND

CONNECTING OFF SOCIAL
07 PROFESSIONAL EXPERIENCE
MEDIA
& EDUCATION

08 DASHBOARD

09
22
SKILLS & ENDORSEMENTS
JOB SEARCHING
10 RECOMMENDATIONS

11 ACCOMPLISHMENTS &
INTERESTS 24 EVALUATING CONNECTIONS

12 PROFILE REFRESH 27 CONNECTING WITH ALUMNI

28 MESSAGING

18 GROUPS 29 LINKEDIN JOB BOARD

33 INTERACTING WITH COMPANIES

19 OVERVIEW
34 RESEARCHING
20 JOINING GROUPS

21 POSTING IN GROUPS For ease of use, this document is interactive. On

& BEST PRACTICES this page, each section can can be selected to
transfer directly to that information.
TABLE OF
CONTENTS

35 ARTICLES &
POSTS 43 NEWS
SOURCE

36 ENGAGING WITH OTHERS 44 CHANNELS FOR

AGGREGATE CONTENT
37 WHAT TO POST
45 INFLUENCERS
39 IMAGES
46 NEWS AND VIEWS
40 WRITING ARTICLES

42 TOOLS

LINKEDIN
47 LEARNING 49 QUESTIONS
TO ASK

48 FREE TRIAL 49 WHAT TO CONSIDER

48 WHY USE LINKEDIN

LEARNING?

For ease of use, this document is interactive. On

this page, each section can can be selected to
transfer directly to that information.
SECTION 1:
PROFILE

PAGE 01
 Add profile section More...

Maria Hernandez Company/Corporation

Spearheading digital marketing efforts at Company/Corporation University/College

San Francisco, California, United States 500+ connections | Contact info

PROFILE
A LinkedIn profile acts like a virtual resume - although it is a social networking
site, it should represent only the very best professional skills and achievements.
Spend time crafting a strong profile to maximize the many benefits LinkedIn
has to offer.

Name
Always first and last name
Middle name or initial if desired

Profile Photo
The first impression on those who visit your profile
Should be a professional representation
Neutral background
Business professional attire is recommended
Ensure the lighting is direct and not causing shadows or glares
Photo should be of the chest up

PAGE 02
 PROFILE
Banner Image
PRO
Not having a banner image gives the impression the page is RECRUITER
TIP
unfinished
Use this section to include imagery that represents a personal brand:
Showcase industry experience
A graphic with contact info
Image of a location

Sample LinkedIn Profile Banners:

For someone in working in Chicago...

For someone in working within Supply Chain...

AYESHA AHMED
For a personalized banner...
CERTIFIED PUBLIC ACCOUNTANT
aahmed@email.com

PAGE 03
 Add profile section More...

John Smith Company/Corporation

Providing high-quality data products to solve key industry University/College

questions | Data Engineering at Company/Corporation
Chicago, Illinois, United States 500+ connections | Contact info

PROFILE
Headline
Directly under name, very visible to those visiting the profile
Should explain:
Key, professional details and the value brought to the role
An opportunity to define unique characteristics, special talents/skills
Include your personal value proposition (PVP)
Make use of keywords commonly used in the industry
If job searching, use terms commonly found in roles of interest
Scan job ads to see which keywords are often used

Strong LinkedIn Headline Examples:

Corporate Controller at [Company name] | MBA, CPA

Digital Marketing Manager who boosted annual website traffic by 120%
Recruiter helping candidates secure their perfect career match | Searching for a
new opportunity? Let's talk!

PAGE 04
 Add profile section More...

Alan Chen Company/Corporation

Implementing strategies to continue a pattern of growth as a University/College

CAPEX Manager at Company/Corporation
Chicago, Illinois, United States 500+ connections | Contact info

PROFILE
Location
Be sure to add an accurate location
Based on your location, you'll be presented with:
Local career opportunities
Potential connections in the same location
Applying to jobs in a new city?
Recruiters may use AI technology to scan resumes for location PRO
It can filter out candidates who don't list the desired city RECRUITER
TIP
If already planning to move, consider preemptively changing
the location featured on the profile to reflect the desired
location of next position

For example:
Alan lives in New York City, but is planning to move to Chicago in the
next two weeks to begin his job search. He preemptively changes his
LinkedIn profile from New York to Chicago to start his job search
in Chicago. Recruiters will take notice of his location during his job
search, and may discount his resume if his location is outside of their
target area.

PAGE 05
 PROFILE
Summary
Situated just underneath the profile name, headline and location
2,000 characters at the maximum
Characters can be limited from view depending on the viewer's
screen
This is used to expand on the details mentioned in headline
Describe achievements
Explain future goals
Describe current role and summarize past experiences
Hiring managers will skim this section to learn more about the
candidate, hoping to uncover interesting facts not mentioned in the
experience section
Consider using bullets or separating into paragraphs for ease of
reading
Use stories, memories or anecdotes to keep the summary memorable
and unique

Example: Maria Hernandez, Marketer

About
As a marketer, my goal is to cut through all the traffic crowding the digital space. With so
many messages flooding consumer's inboxes, this can be a challenging thing to do. I've
found success by keeping my communication authentic - what do I want to hear from
brands? What would convince me to act?

I am an analytically driven marketer who focuses on metrics to drive revenue. My

background experience ranges from technology startups to international real estate. I was
recently named to the American Marketing Association's 30 Under 30 list.

When I'm not brainstorming ideas for marketing campaigns or reading the latest industry
news, you can find me walking my two dogs or trying out new gluten-free recipes.

PAGE 06
PROFILE
PROFESSIONAL EXPERIENCE & EDUCATION

General
Keep up-to-date information for each role held
No more than 5 bullets per experience
Use quantitative language to explain what you achieved in the role
A short summary of job responsibilities
Include major accomplishments, metrics, or relevant projects
Include degrees earned and names of the school

Links
Include links to personal projects, portfolios or GitHub accounts
This differentiates a profile from just words on a page
Feature press and media clips
PRO
Add links to past and present press interviews
RECRUITER
Establishes thought-leadership and credibility TIP

Examples:
Articles sourced for or written
TV, radio appearances
Links to speaking opportunities that were recorded

PAGE 07
 PROFILE

Activity Dashboard
The dashboard holds information private to the profile and can give the
following insights into the profile’s performance:
Number of people who viewed the profile
Number of views on items posted
Number of times the profile has appeared in searches

Your Dashboard
Private to you

100 100 50
Who viewed your profile Post views Search Appearances

Further examine the metrics of each category by clicking each:

Trends on the profile over time
Specific accounts of who has viewed the profile
Insights into what companies viewed the profile
Titles of people viewing the profile
Keywords searchers used to view the profile

PAGE 08
 PROFILE
Skills and Endorsements
With the option to add more than 50 skills to your profile, the Skills and
Endorsements section is a great tool for showcasing talents. Take time to
research which hard and soft skills are being asked for in job descriptions of
interest. By selecting and adding skills to a profile, others are given a chance
to provide endorsements for proficiency in those categories.

Start by scrolling to the Skills and Endorsements section

Begin by adding a skill
Include technologies, software, and systems
List any awards or achievements earned
Include languages and proficiency levels of each
Use keywords that appear on job applications

Skills & Endorsements Add a new skill

Take a skill quiz

Leadership • 3
Endorsed by 3 of Ayesha's colleagues at Company/Corporation

Time Management • 1
Endorsed by 1 of Ayesha's colleagues at Company/Corporation

Should connections feel they can validate this skill, they can provide a skill
endorsement that will appear on the profile
Skills that are endorsed help boost the profile and increase the chance the
profile will appear in searches for those specific skills
Engage with connections by endorsing one of their skills and ask they do
the same in return

P APG E 09
AGE 01
 PROFILE
Recommendations:
Not to be confused with the Skills and Endorsements section, the
Recommendation section of a LinkedIn profile provides an oppotunity
to give and receive full reviews of connections' LinkedIn profile. Similar
to a testimonial, receiving a recommendation is a great way to
promote skills or achievements from a credible connection. On a
LinkedIn profile, it is easy to see which Recommendations have been
given, and which have written for other people. Visitors to the profile
will be able to see who wrote the recommendation and where they are
currently working.

Consider asking connections of all levels to write a recommendation

that covers stand-out qualities and achievements:
Managers Professors Clients
Coworkers Industry peers Direct team members

PRO
To ask for a recommendation from a connection: RECRUITER
TIP
Visit their profile and scroll to the recommendation section
Click “ask for a recommendation” and follow the steps in the pop-
up window to personalize the request
Once a connection writes a recommendation, it will be visible
Show a connection appreciation by writing a recommendation
To do this, visit their profile and click “Recommend” in
the Recommendations section
Follow the prompts to craft a recommendation

Recommendations Ask for a recommendation Recommend Nozomi

Recieved (1) Given (2)

Mohammed A. Nozomi is one of the most dedicated and driven co-

Company/Corporation workers I have ever had! She is always willing to help
Jan 2005 - Present and will put in extra hours to get the project done.

P APG E 10
AGE 01
 PROFILE
Accomplishments
A great way to promote professional accomplishments and
achievements on LinkedIn is in the “Accomplishments” section. In this
section of the profile, list accolades such as honors or awards won,
and/or languages spoken.

Listing accomplishments on this section of a LinkedIn profile will help to

differentiate the profile from others and can also increase credibility.

+
Accomplishments

1 Honor & Award

Most Valuable Trainee Award at Company/Corporation

1 Language
Spanish

Interests
Showcasing interests on LinkedIn is key when it comes to building a
personal brand and identifying common interests with connections. This
section on a LinkedIn profile displays which topics the user is following
and can be sorted by:
Influencers
Companies
Groups
School

When looking to spark a conversation, examine a connection’s interest

section to get a sense of their current interests, and be sure to regularly
update your Interests section to keep it up-to-date.

PAGE 11
PROFILE PRO

Profile Refresh
RECRUITER
TIP

Profile Refresh
Like a resume, it’s good to do a ‘spring cleaning’ each year
If the profile is only updated once after five years in a role, it is going to
be difficult to recount all professional milestones
Recent college graduates should include internship or volunteer
experience
After spending a few years in the workforce, expand on other
professional experiences
Shorten or delete experiences from education section as professional
experiences increase

URL Customization
The URL of a profile can be customized with your name. Adding a first and
last name to the URL will make it appear more polished and unique.

1. Click on the "Edit Public Profile & URL" button on the top right-hand side
of your profile
2. Click "Edit your custom URL" in the top right corner
3. Click the pencil icon and type your first and last name with no spaces,
capitalizing the first letter of each
a. Example: www.linkedin.com/in/SofieHansen/

HEIMAN SOFTWARE LABS

P APG E 12
AGE 10
 SECTION 2:
BUILDING A NETWORK

PAGE 13
BUILDING A NETWORK
Connect
Connect with people, both in a professional and social situations, as well
as with people whose posts are of interest your LinkedIn feed. It is a
great way to engage with a professional network, help them celebrate
accomplishments and see where their career takes them. Make sure to
send a personalized message to that person while inviting them to
connect, citing the reason for the connection.

Add current contacts to your LinkedIn network by importing

contacts under ‘My Network’ and ‘Connections.’ Interested in connecting
with contacts in your email account? Adding a personal or professional
email will allow LinkedIn to uncover and suggest contacts from your
email address book who you are not yet connected to on LinkedIn.

LinkedIn allows you to see the connections of your connections and

engage with those connections, as well. Remember, not every
notification received to connect should be added – maintain quality over
the quantity of connections.

PAGE 14
BUILDING A
NETWORK
PRO
Connect RECRUITER
TIP

Take the time to comb through existing connections once per

quarter to ensure that you are keeping the lines of
communication open. A useful way to remember this cadence
is to set yourself a calendar reminder at the beginning of each
quarter to set aside time for this task. Although it may be
time-consuming, taking the time to research and update
yourself on your connections will be very valuable in future
conversations. Have your connections changed careers, been
promoted or retired? These key pieces of information will
come from staying updated on your network.

Stay connected with your network by sending messages and

setting meetings to catch up, which could develop into an
opportunity to drive revenue for your organization. Even if you
are not currently job searching, it's important to stay
connected so that future networking messages are not out of
the blue.

Find Connections Nearby

The Find Nearby feature of LinkedIn helps to find other
LinkedIn members by using a mobile device.
Turn this feature on under the My Network tab under
Connect
Find Nearby uses Bluetooth to connect with others in
proximity that have the feature
Most frequently used at a networking event or conference
Useful tool for job seekers to make introductions through
common connections or interests

PAGE 15
BUILDING A NETWORK
PRO

Personalize Requests RECRUITER

TIP

Rather than just scrolling the list of “people you may know” and tapping
“connect” right away, personalize the requests before sending. Individuals
such as hiring managers and upper management may receive many
requests each day, and adding a personalized note will help that message
stand out from the others.

Consider adding a personal note, such as:

“It was nice meeting you last week, let’s keep in touch.”
“Shanaya Devi has spoken highly of you, looking forward to connecting.”
“I’m interested in hearing more about your role, would love to connect.”
“Saw your work on [project name], would love to connect.”
“I’ve seen some of your posts and appreciate the content you share, let’s
keep in touch.”

PAGE 16
BUI L DI NG A
NET WORK
Engage with Hiring Managers and PRO
RECRUITER

Future Business Partners TIP

LinkedIn presents the unique opportunity to see and engage with current
and former employees at companies of interest. After applying for a job,
it is generally a good idea to connect with the hiring manager on
LinkedIn, as well. Look in the job description for the hiring manager's
name, or else search the company and connect with individuals in
human resources, talent acquisition or recruiting. Keep up with updates
from that company by "following" the company page. To do this, navigate
to the company's page and click " " and "Follow" on the right side.

If interested in a company, go to their company LinkedIn page and view

employees under the tab “People.” Connect with and send a message
to those at the company to begin a conversation. Inquire about their
position at the company and explain why an opportunity to work at that
same company is intriguing to you. Do not start by asking for a favor.
Instead, ask about the industry or their experience and show genuine
interest. To gain more information about employees at a company,
consider using the filter tool to sort the profiles by location, school, role
or what they studied.

Hiring managers receive many LinkedIn messages a day. Stand out by

being thoughtful, personable and unique in the messages created, and
always try to add value in the interaction.

Take the Conversation Offline

Some people have included their work email or phone number on their
profile. To view, go onto a connections profile, and click ‘Contact Info’
next to their headline. If this information is included, consider reaching
out to the new connection and taking the conversation off LinkedIn.
Speaking via phone or a video call is a great way to showcase personality
and solidify lasting connections.

PAGE 17
SECTION 3:
LINKEDIN GROUPS

PAGE 18
LINKEDIN GROUPS
LinkedIn Groups are an ideal location to connect with other like-minded
professionals. Join Groups centered around interests or industries, and it
will be easier to begin conversations because of this common ground.
LinkedIn Groups offer a unique opportunity to expand your network with
new connections and serve as an avenue to provide thought-leadership
and discussion. They are a great way to network online, identify hiring
managers and gain knowledge about companies of interest, learn about
job opportunities and more. Widening a network through LinkedIn
Groups is one of the best ways to begin a job search and share
experiences with others.

Overview
Research an industry of interest and which Groups exist within it
Begin by reading the content the Group is sharing
Join relevant Groups and follow organizations
Groups serve as a forum to discuss industry trends or questions
These Groups can contain information about different networking
events or meetups
When evaluating Groups to join, consider the following:
What level of professionals are members of the Group? Is this level
appropriate for my level of experience?
How active are people within the Group?
What Group are your connections a part of?
Examine the Groups that industry thought leaders are a part of
Join those Groups for further inspiration

PAGE 19
 LINKEDIN GROUPS
Examples of Groups:
An Alma Mater
Most schools have alumni Groups, or Groups that are specific to
certain fields of study
Greek Life
Those in fraternities and sororities in college may want to join those
Groups to network with fellow members across the country
Consider social and academic chapters you participated in:
Examples: Sigma Delta Pi, Lamba Phi Eta, Alpha Kappa Alpha, Phi
Eta Sigma
Volunteer
Connect with other like-minded individuals in Groups specific to the
organization volunteered with
Trade Organizations
American Marketing Association (AMA)
Society for Human Resource Management (SHRM)
The American Institute of Certified Public Accountants (AICPA)

To Join a Group:
Click the “More” drop down menu on the top left corner of the profile
Select “Groups” from the list of options
Enter in keywords relevant to desired Group topic
Ex. “Human Resource Professionals in Chicago” or “Marketing
Specialists in Nashville”
Select the name of the Group
Click “request to join” and allow time for the Group’s moderator to
process the request
Requests can be based on several factors, including experience, title,
company, and other information displayed on the profile
If accepted into the Group, a notification will appear
After being accepted, begin spending time in the group
To see a list of Group a profile is signed up for click “Groups” from the
sidebar on the left side of the homepage

PAGE 20
 LINKEDIN GROUPS
PRO

Posting in Groups RECRUITER

TIP

Once comfortable with the content featured in

a Group, start interacting (like, share,
comment) on the content. Each LinkedIn
Group will likely have its own form of etiquette,
content and best practices. Oftentimes, these
terms are displayed on the right side of the
Group’s page, under the “Group Admin”
section.

It is advised to review these terms prior to

posting or interacting in a Group, to ensure
cooperation with the expected guidelines.

Best Practices for Posting in Groups

Consider the Relevance

Posting content that is directly related
to the general interests of the Group
Vary the Content
Provide content from multiple sources
and different formats to provide the
most value
Engage
Show reactions and thoughts on other
content in the Group
Pose Questions
Start conversations by asking questions
about the content being discussed

P APG E 21
AGE 01
SECTION FOUR:
JOB SEARCHING

PAGE 22
JOB SEARCHING

With the ability to connect with thousands of professionals and

potential employers almost instantly, LinkedIn is one of the best tools
to use in a job search. If used correctly, it can help develop a
professional resume and display experience and abilities to hiring
managers. Although LinkedIn is easy to use, there are some best practices
to follow to achieve the best results possible during a job search.

PAGE 23
JOB SEARCHING
Comb Through Connections
The best place to begin a job search is to look through existing contacts
and begin reaching out to those who work at desirable organizations.
Also look through current connections to see if they are connected to
someone at that desired company they can potentially introduce you to.
Leveraging existing contacts is beneficial because:

1. There is no delay in messaging them like there is when asking to

connect
2. They are likely to provide more accurate, current and candid
information about working at the organization than found in an
online search
3. They are more likely to provide a reference if there is already a
personal relationship. According to this blog from LinkedIn , 50% of
recruiters say leads from a referral are the best source of quality new
hires.

PAGE 24
JOB SEARCHING
Comb Through Connections
Combing through connections can take time. During a job search,
dedicate a set amount of time per day for reach outs and follow ups.
While looking through connections and deciding who to reach out to,
consider:

Where they work

Who they are connected to
What content they have shared recently
What groups they are a part of

If a connection has relevant experience, connections or content shared,

it can serve as a valuable conversation opener.

When first reaching out to a contact, a message should be tailored in a

way that is appropriate to the relationship. Inquire about their
experience working at the organization, why they’ve stayed and their
experience in the hiring process. Wait to ask for a referral until after the
conversation has developed and there has been discussion about the
position and qualifications. Once the conversation has progressed and it
is appropriate, ask for an introduction to someone in a hiring capacity
through email or direct message.

PAGE 25
JOB SEARCHING
Comb Through Connections
LinkedIn has also incorporated a new “Ask for a Referral” button into job
postings to make the process easier. When applying for a job, there is
now the option to ask an existing contact for a referral if they
are currently employed there. LinkedIn will then suggest a few options
for the message to ask for a referral.

While LinkedIn offers several templates, messages should always be

personalized and original, rather than a script.

Remember that LinkedIn can also be used as a tool to research and

prepare for speaking offline. Use LinkedIn to create a list of personal
connections in targeted organizations or industries and research talking
points based on their experience. Don't be afraid to begin the
PRO
conversation with phone or email, if appropriate to the relationship. RECRUITER
TIP

PAGE 26
 JOB SEARCHING
Connect with Alumni
PRO
LinkedIn’s Alumni tool is making it easier than ever to leverage an alma
RECRUITER mater and connect with other alumni. On each job post, a section under
TIP
the job title will show if any fellow alumni currently work at the
organization.

Fellow alumni are excellent resources for mentorships, references or tips as

they tend to want to support those in their network. Even if an alumnus is
many classes removed or a different major, they are likely to be supportive
when a connection is made.

To view the tool itself and see where other alumni have landed, visit the
college's LinkedIn page and choose 'Alumni' from the sidebar. This displays
all alumni, where they live, work, what they studied and more. Search or
filter by clicking the bar graphs to narrow in on specific groups.

Search targeted companies on the Alumni tool to see if other alumni work
there. The tool can further filter through different profile elements, such as:

What they studied

Hard skills
The level of connection (1st, 2nd, 3rd, etc.)

PAGE 27
JOB SEARCHING
Messaging
While job searching, building relationships with new and old
connections that may be able to provide a reference or advice is a good
way to get a foot in the door.

When reaching out to a new connection, messaging is extremely

important. A personalized message should always be sent with an
invitation to connect. It’s best not to jump into an ask (be it an
introduction to a hiring manager, or time to connect by phone) right
away. Be sure to mention the intention behind connecting. Avoid
simply pitching a resume – that information is readily available on
LinkedIn profiles to view.

Messages should be kept short, professional and personalized. Never rely

on LinkedIn message templates. Messaging should be thoughtful, stand
out and provide value to the connection.

PAGE 28
JOB SEARCHING
LinkedIn Job Board
After updating your profile according to
Section One update Career Interests (page
11). Elect to share profile and interests with
recruiters through the 'Looking for Job
Opportunities' setting. Select targeted roles,
industries, locations and titles.

While searching job postings, search for

targeted job criteria and allow LinkedIn to
send notifications when new jobs meeting
the criteria are posted.

Some job postings allow applicants to

submit a LinkedIn profile, rather than a
resume.

PAGE 29
Sign up for job notifications
Notification settings can be adjusted to send alerts
when positions matching certain criteria become
available
Navigate to “Jobs” in the top toolbar of the
LinkedIn page
Click “Job Alerts” with the bell icon to turn them on
Select the frequency of notifications

According to LinkedIn, the chances of hearing

PRO back about a job application increases up to
RECRUITER
TIP four times if it is applied to within 10
minutes of the notification being sent.

Save Jobs
Use the 'Saved Jobs' function in LinkedIn to keep
track of especially interesting jobs.

Applied Jobs
This feature stores the jobs that have been applied to
This can serve as a good reminder of which positions
to follow up on

Career Interests
Be sure to complete every section of the profile
“Career Interests” notifies recruiters to reach out
regarding new opportunities
Segment this further by identifying titles, locations,
types of roles considered

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P APG E 30
AGE 10
JOB SEARCHING
Filtering Job Postings
Connecting and building relationships with contacts who currently work
at a targeted organization is one of the best ways to get a foot in the
door. To properly segment a job search, identify elements like location,
title, required experience and/or compensation.

Start by entering keywords into the search bar at the top of the
page and filter by target industries. Keyword search can be split by the
following categories:

All
Companies
Content
Groups
Jobs
People
Schools

PAGE 31
While applying via LinkedIn, there is the option
to share a full profile with the company as well
as follow the brand’s page. Say “yes” to both. This
will allow hiring managers to view a complete
profile and resume, and it allows for company
posts to display in your newsfeed.

Personalize cover letters and avoid using

suggested templates from LinkedIn. A
personalized cover letter pertaining to
the role and business is a more
intentional connection and provides
relevant information.

As previously discussed, requesting a referral from

a connection at the company is a great way to
make an application more visible. Be sure to only
request references from quality connections who
can speak to your experience and work ethic.

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P APG E 32
AGE 10
JOB SEARCHING

PRO
Interacting with Companies RECRUITER
TIP

Interacting with a company itself on LinkedIn is a great way to get

recognized and build rapport. Clicking 'Follow' on the company
LinkedIn page and staying updated on the content they share allows
for greater understanding of the company, its culture and values, as
well as latest events and news. Prepare for questions and conversation
topics by reading the content a company promotes. Rather than
waiting for the interview, consider mentioning recent press or other
shared content in a cover letter or in conversation with connections at
the company, as well.

PAGE 33
JOB SEARCHING
Research
Using LinkedIn to prepare for an interview can be a great way to more
fully understand the organization, its culture, press and social
media presence, and the hiring manager's role. Look over the profiles of
the interviewers to get an idea of their role in the organization and what
prior experience and education may have gotten them there. Consider
elements such as their roles, responsibilities and tenure at the
organization when crafting questions to ask during the interview.

Tip: Take note of any recent press, awards or special

skills they have listed on their profile. Review the content they
shared recently. Working in a mention or congratulations on those
topics can set an applicant apart and demonstrate they did their
research.

Remember that hiring managers will be able to see who viewed their
profile, however, this simply demonstrates that diligent research was
done.

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SECTION FIVE:
ARTICLES & POSTS

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ARTICLES & POSTS
ENGAGE WITH OTHERS
Like, comment or share others’ relevant posts that resonate. Interacting
with another’s posts makes them more likely to engage back.

Before sharing another person’s content, read it thoroughly and be able

to stand behind the information shared. Sharing posts directed towards
a specific audience helps to be positioned as a thought leader and
reliable source on that subject matter.

While many people use LinkedIn as an online CV and job board, it

is also a social networking site with the intention of networking
and engaging with others. Sharing an educated point of view
and entering into discussion with others is the intention of the site. It is
meant to help form new connections with others, growing careers and
businesses alike.

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ARTICLES & POSTS
WHAT TO POST
Before posting on LinkedIn, consider if the information shared is
professional, appropriate and adds value to followers. As LinkedIn is a
professional networking tool, ensure all posts are appropriate and
relevant in a business setting.

Post a status update for followers or post in groups, sharing content with
other members who may or may not be a connection.

While some influencers and content creators may share original pieces
like blog posts and articles, other popular posts include:

Links to relevant articles and news updates

Business updates
Role changes and promotions
Industry news and research
Quick tips

PAGE 37
 When a connection likes, shares or comments on
a status update, all their connections are more
likely to see the original post on their
feed. Getting engagement on posts makes
content more visible and expands its
reach exponentially. It also increases
the likelihood of connecting with secondary
connections.

Posting more often creates additional

opportunities for engagement and
continues to increase reach. Because
LinkedIn’s algorithm is not strictly
chronological, the chances that the same
people will view multiple posts from the
same person every day are slim unless
they regularly interact.

PRO
RECRUITER
TIP

Varying posting styles between professional

status updates, personal updates and article
sharing can keep posts looking fresh. The
different looks and structures may increase the
likelihood of followers to continue to engage.

HEIMAN SOFTWARE LABS

P APG E 38
AGE 10
ARTICLES & POSTS

USE IMAGES

Adding images in articles and Variation in a feed’s imagery should

status updates can significantly include some auto populated stock
increase engagement by up to 11 images and some personal photos,
times. While sharing a link to an when appropriate.
article, an image should auto
populate.

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ARTICLES & POSTS
WRITE ARTICLES
Depending on tenure and profession, published articles, press or other
professional content contributed should be shared. Publishing these
articles, or part of these articles, directly on LinkedIn increases
the likelihood they will be seen by more people.

While attempting to become a thought leader in a specific space, or

network in a certain industry, consider the benefits of drafting and
sharing original articles directly on LinkedIn. These posts perform better
with LinkedIn’s algorithm, allowing the post to have broader visibility.

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THE BEST PERFORMING
ARTICLES ON LINKEDIN HAVE:

4 0- 4 9
characters in their titles

1 IMAGE
per 200 words

“ H O W- T O”
or list-style content

500-700
words or less

Beyond driving engagement, publishing quality articles

and status updates on LinkedIn builds trust and
confidence. It is essentially a work sample or portfolio.

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USEFUL TOOLS FOR
ARTICLE WRITING:

Headline Help

Content Ideas

Stock Images Licensed

for Reuse

HEIMAN SOFTWARE LABS

P APG E 42
AGE 10
SECTION SIX:
LINKEDIN AS A
NEWS SOURCE

PAGE 43
LINKEDIN AS A NEWS
SOURCE

LinkedIn Channels for PRO

RECRUITER

Aggregate Content TIP

LinkedIn has the option to include aggregated news updates within a

newsfeed based on interest. On the newsfeed, there is an option to select
an interesting post and click the three dots on the upper right corner.
This displays a drop-down menu to select “Improve my feed.” This
provides recommendations for sources to follow. This list of ‘Fresh
Perspectives’ include news sources and reliable influencers broken down
into industry or type of content.

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 LINKEDIN AS A
NEWS SOURCE
Following Influencers
LinkedIn Influencers are people who have been invited by LinkedIn to have
an Influencer tag on their profile, indicated by the blue speech bubble/logo
next to their name. This tag means they are a popular and reliable thought
leader in a certain area. They are mostly thinkers, leaders and innovators who
have large business accomplishments under their belt.

Each year, LinkedIn promotes its list of ‘Top Voices’ who are some of the
most followed LinkedIn Influencers and were voted to be some of the
most influential people on LinkedIn. There are also regional lists of Top
Voices. View the list of 2019’s Top Global Voices here .

Following these individuals can provide unique insight into current events,
business or policy.

LinkedIn Editors, on the other hand, are journalists employed by LinkedIn

as part of a global news operation focusing on business news and
insights. They aggregate popular business topics and news accessible
through the blocks to the right side of the newsfeed labeled ‘Special
Report,’ ‘Trending Topics’ or ‘Today’s News and Views.’

PAGE 45
LINKEDIN AS A
NEWS SOURCE

Today’s News and Views

On the right side of the newsfeed there is a
section labeled ‘Today’s News and Views.’ These
are the day’s top professional news stories and
conversations. LinkedIn suggests these targeted
topics because of their popularity that day,
interests or prior views.

Trending Topics
Find trending topics connections are talking
about by clicking ‘My Network’ and ‘See All’ in
the Hashtag section. This will bring up relevant
hashtags connections are discussing. Selecting a
hashtag can bring up the recent or most popular
posts using the hashtag.

Common topics or events mentioned in the

‘Today’s News and Views’ section can also offer
popular topics to search for.

HEIMAN SOFTWARE LABS

P APG E 46
AGE 10
SECTION SEVEN:
LINKEDIN LEARNING

PAGE 47
 LINKEDIN LEARNING
LinkedIn Learning can be a great place to begin to learn new skills,
hone existing ones or begin a new career. This resource contains a hub
of video courses on valuable skills pertaining to a targeted role or
industry.

LinkedIn Learning offers the first month free to try, and it has thousands
of courses for popular learning topics like software development,
leadership and management, business software, data science and
hundreds of other topics. These courses, once completed, can be added
to the LinkedIn profile to prove competency in a certain area.

PRO
Completing courses during free time can demonstrate dedication and
RECRUITER work ethic to a hiring manager. It also provides a memorable
TIP
conversation topic.

LinkedIn provides tailored recommendations for courses that match a

myriad of interests. Search for courses by subject, according to industry
or top reviewed.

PAGE 48
SECTION EIGHT:
QUESTIONS TO ASK

PAGE 49
QUESTIONS TO ASK
Does my profile represent the best of my professional abilities
and experience?
Have I completed all sections of my LinkedIn profile?
Which of my professional connections have I not connected
with on LinkedIn?
Who does my network know?
Who are they connected to?
What LinkedIn Groups am I a part of?
Which could I join?
Who can I follow to gain more industry knowledge?
Who has viewed my profile?
What content am I presenting to my network?
Is there a better way I could add value to my Network?
When was the last time I combed through my connections?
Have I gone through them quarterly?

PAGE 50
QUESTIONS ABOUT JOB
SEARCHING? WE CAN HELP.

(312) 419-1700

www.lasallenetwork.com

sales@lasallenetwork.com @LaSalleNetwork

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