How to Build Your Online Brand Using LinkedIn

12. November 2013

Lauren Celano

This post is based on content that has already appeared on the Propel Careers website and BioCareers.com. It is reproduced here with the author’s kind permission.
 
Your online personal brand—the way that you portray yourself on the internet and how others perceive you—is very important for networking and job searching. Even if you are not currently looking for a job, you can use social media sites like LinkedIn to your advantage. Below are a few examples of how developing your LinkedIn profile can help you progress in your career.

Networking

After meeting new colleagues at a networking event, you probably follow up with a LinkedIn request. When someone clicks on your profile, what will they see? Will they only see your job titles, or something more descriptive, like details about what you have done in each of your positions? Will they see a photograph or a blank space where your profile picture should be? Will they see organizations that you belong to and articles that you have published, or has this information been left out entirely?

When people look at a LindedIn profile, they like to see a professional profile picture (so that they can figure out if they remember you), along with details about your background, experience and education. If you have a nicely filled out profile, then it shows that you are serious about your professional persona and by extension, your career.

Informational interviews

If you ask for an informational interview, the person you ask will almost always look at your LinkedIn profile before speaking with you, even if you send them your resume. They want to learn more about you and also find out if you happen to have any connections in common. Having some background and additional details about you will help them provide the most useful and relevant information during the interview.

Job interviews

If you are actively interviewing for a new job, it’s also extremely likely that the people interviewing you will look up your LinkedIn profile. As in the previous example, if your profile does not have a lot of detail, then it isn’t helpful to the interviewer. You will have missed an opportunity to showcase yourself early on and leave a positive impression before the interview even starts.
 
Recruiter searches

Recruiters, either internal or external to a company, routinely search LinkedIn to identify individuals who could be good matches for jobs they are working to fill. They search using keywords as well as title, company, education, etc. If your profile isn’t complete, then you won't be easily picked up by their searches. Even if they do manage to find you, without important information in your profile, recruiters may not contact you since they won't be sure if your skills and experience are relevant to the position.

In today's web- based world, information is everywhere. The way people brand themselves online matters more than you might think. You can give yourself an advantage by spending some time to ensure that your LinkedIn information is complete and up-to-date. Good luck building out your profile—the effort will go a long way!

Lauren Celano (lauren@propelcareers.com) is the co-founder and CEO of Propel Careers, a life science search and career development firm focused on connecting talented individuals with entrepreneurial life sciences companies.

 

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Want to be A Professional Scientist? Join the Facebook Group

9. October 2013

Marc Kuchner

This post is adapted from content that first appeared on the Nature blog with the kind permission of the author.

 Planetary scientist Heidi Hammel was at the telescope when Facebook alerted her to an important new target: a comet had just crashed into Jupiter. She said, “I learned about one of the impacts on Jupiter via Facebook, and we were able to do immediate follow-up.” It is no secret that, scientists are increasingly using social media not just for outreach or for fun, but to do real, ground breaking, earth-shattering science.
 
There are many websites devoted to science news and amateur science—but where do scientists go online to interact with their colleagues professionally? I asked my colleagues on the Marketing for Scientists Facebook group (mostly astronomers) to share their social networking advice. I think their answers point to a fascinating shift in the social fabric of the scientific community.
 
Use Facebook as a forum for scientific debate.
If you have a lot of Facebook friends, you can have professional scientific discussions right on your wall. Angela Speck told me, “Since a significant fraction of my friends are scientists they do respond to science questions. And then the ensuing wall discussion is like a chat over lunch.” Keep in mind that it takes time and effort to build that long list of followers or friends, and then more effort to keep up with them and sort through their status updates, so that tactic won’t necessarily be effective for everyone.
 
Join Professional Facebook or LinkedIn Groups.
Instead of building large contact lists themselves, more and more scientists are working with colleagues through Facebook groups. For example, Adam Burgasser told me, “Our ‘Low Mass Stars and Brown Dwarfs’ group has been a great place to post papers, promote astro apps, announce conferences, ask about pesky references etc.” Joining such a group is like instantly acquiring hundreds or thousands of high-powered new friends and followers.
 
LinkedIn groups are also a fertile home for scientific research. As Mark Eisner said, “In my field of hydrogeology, or more generally environmental consulting, I belong to 50. So much I cannot keep up.” These groups are a great forum for scientific discussion and career networking in particular.

Facebook and LinkedIn groups have become new incubators for scientific progress, providing important virtual places for scientists to work and to mingle. The trouble is that there’s no good directory of these groups of professional scientists on social networks. The most reliable way to find the professional Facebook groups for scientists seems to be to “friend” lots of colleagues whose interests overlap with yours, and look at their Facebook pages to see what groups they belong to. Then you have to ask permission to join. Otherwise, you need to start your own group and hope one doesn’t exist already for the topic you chose.

Perhaps one day, an organization like OSA or the American Association for the Advancement of Science will maintain a directory of Facebook and LinkedIn groups where active professional scientific collaborations are taking place. Such a tool would help young scientists meet established scientists, and help established scientists move into new fields where they don’t already have contacts.
 
In the meantime, the rise of this informal network of professional scientist groups makes it clearer than ever: in science, it matters who your friends are.

Marc J. Kuchner (marc@marketingforscientists.com) is an astrophysicist at NASA, a country songwriter, and the author of the book Marketing for Scientists: How To Shine In Tough Times. His website can be found at http://www.marketingforscientists.com/.

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Using LinkedIn to Land a Job

15. March 2012

By Lauren Celano

This post is based on content that has already appeared on the Propel Careers website and BioCareers.com. It is reproduced here with the author’s kind permission.

In today's competitive marketplace, being able to differentiate yourself is critical. LinkedIn is a useful tool for branding yourself, showcasing your background, building connections and job searching. It's hard to imagine how people functioned without it. Many people have asked for my advice on how to best use LinkedIn to search for jobs. Here are some tips for maximizing the value of this tool.

Build out your profile. When creating your profile, think about who will be reading this information. Your profile should explicitly state who you are, what experience you have, and what skills you master. Potential employers will almost certainly review your LinkedIn profile. The more professional you can make it, the more attractive you become as a candidate. This shows that you are serious about your career and your personal brand.

Your profile should include additional information, such as lab techniques you know, presentations you have given at large conferences, publications you’ve contributed to, etc. Many companies and recruiters use LinkedIn to search for individuals with specific skills. If you have these in your profile, you increase the chance of being "found" by an HR person when they search. If you do not have details listed, then your chance of being identified is almost zero.

If you are a student or postdoc, state when you think you will be done. Without this information, companies may be reluctant to contact you about jobs. Recruiting is extremely time-consuming, so the easier you can make it for companies to know what you want and when you will be available, the better.

To learn specifics about building and taking advantage of your LinkedIn account, use the LinkedIn learning center. Don't forget, your online presence is often the first thing that potential employers see, so don't lose the chance to make a positive first impression.

Have a professional photo. In general people are extremely visual, and they remember faces more than names. For example, if you meet someone at a networking event and send him or her a LinkedIn invitation afterwards, your profile picture will immediately help them to connect your name with your face.

Your image is part of your brand. Ideally you should have a professional take your photo. However, since most digital cameras work well enough for this purpose, that is also an acceptable way to go. Have a friend take your photo, stand against a blank wall, avoid objects of distraction, have a professional outfit on, and smile. This extra effort will go a long way.

Make sure that your name on LinkedIn is the same as the one on your resume. Potential employers will almost always look at an individual’s LinkedIn page as they are reviewing resumes. If they cannot find you, it creates a red flag. If the name on your resume is different than that on your LinkedIn account, make them the same so that you can be easily found.

Link to people you know. As you grow your network, only connect with trusted contacts. In this way, your network becomes personal and actually useful for you as you grow in your career. Aim for quality, not quantity. Adding a lot of people just to increase your numbers actually dilutes the value of your network.

Do not send a LinkedIn invitation to a hiring manager. Most people are very selective about their LinkedIn connections. If you ask to link to a hiring manager who does not know you, he or she may feel uncomfortable, and this could hurt your application chances.

Join groups. If you are looking to learn more about a certain area, join a LinkedIn group related to it. There are thousands of groups available. When you are new to the job search, using this feature is extremely valuable for getting a lay of the land. To find groups, search for them by keyword under group categories. Use the following link to learn more about groups in your LinkedIn profile. You may be surprised by how many groups are relevant to you. Also, you can become an active member or a group and share your expertise. This can build thought leadership.

When requesting a connection, mention where you met that person. People are busy and have a lot of things on their mind. The easier you can make it for people, the better. If you met someone at a international networking event and are following up with a LinkedIn request, you may want to write in the subject line: "International networking event follow up." In the body of the LinkedIn request, you might say something like: “Dear X, It was a pleasure meeting you at the international networking event on DATE. To follow up, I would like to link into you so that we can keep in touch.”

It is amazing how many times people don't do this. I wonder how many LinkedIn requests do not get answered because people cannot remember the context in which they met someone.

The connections you develop over time are a valuable part of your professional career, so respect your network, be responsive, and finally, keep it human.

Lauren Celano (lauren@propelcareers.com) is the co-founder and CEO of Propel Careers, a life science search and career development firm focused on connecting talented individuals with entrepreneurial life sciences companies. 

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