This e-mail question-and-answer session is with Joshua Waldman. He is the founder of CareerEnlightenment.com and the author of the new book “Job Searching with Social Media for Dummies.” Sign up for his newsletter and get access to his exclusive training videos for free.

How does one get started building a personal brand? How is personal branding different from corporate branding?

The main difference between you and a tube of Crest toothpaste is that you have feelings. Therefore, a personal brand needs to start with the individual rather than the problem that is solved. There are two main benefits of starting your personal branding with introspection.

First, when you start to evaluate your values, passions and aspirations, it becomes a whole lot simpler to make career decisions later on. For instance, if you value sustainability, you will probably decline an offer from an oil company, no matter how big the offer. If this value wasn’t clear for you, imagine the hours and days of indecision.

Second, when you understand your values and what makes you the best at what you do, then your branding messages become congruent, consistent and believable. Here is a great article about the importance of online consistency.

How are online resumes different from paper ones? What’s the key to a great online resume?

In fact, there are many important differences between a paper and an online resume. It would be a mistake to simply copy and paste one to the other.

A key benefit to having an online resume is that it contains keywords. And keywords are the fuel for getting found online. Using certain keywords in headers, URLs and links can get you ranking on Google’s Page 1. Don’t know where to find your keywords? Read this article, “5 Sources of Finding Keywords for Your Social Media Profile.”

Another important element of an online resume is formatting. Most people don’t read their screens; they scan them. So lengthy paragraphs that might look sophisticated on paper deter most online readers. Some formatting tips when putting together your online resume:

  1. Make good use of white space. Too much screen clutter is hard to scan.
  2. Divide your resume up with clear headers and bullets. Headers and bullets allow for easy scanning.
  3. Because this is an online resume, you can use hyperlinks, images and video in creative ways. This keeps the page visually interesting.

A lot of advice for LinkedIn focuses on using keywords. How do people determine which keywords on which to focus to position themselves for the job they want?

Using keywords to rank on LinkedIn is fine. However, this actually isn’t the real strength of this network. Frankly, LinkedIn’s search algorithms are weak and often favor people who employ keyword packing. If you truly want to get found, build a strong network. This is my caveat to people employing a keyword strategy.

Finding keywords is easy. One source is job boards, because they are written by hiring managers looking for what you do. Other sources include the Bureau of Labor Statistics’ Occupational Outlook Handbook and Google’s keyword tool. I talk more extensively on keyword research in my article “5 Sources of Finding Keywords for Your Social Media Profile.”

What kinds of people should one be asking for LinkedIn recommendations? What does a good LinkedIn recommendation look like?

The best sources for recommendations are superiors and customers. It’s too easy to get recommendations from peers, and, frankly, most human resources people write these off.

Keep in mind that a LinkedIn recommendation is not the same as a traditional recommendation letter. Letters are longer and have a defined form, intro, three supporting paragraphs and conclusion. On LinkedIn, recommendations are short and don’t follow a set form. There are some guidelines, however, that I would suggest following.

  1. Write recommendation in a normal speaking voice, not formal, stuffy business speak.
  2. Make sure there is a concrete example or story that is shared. If you say, “Bill does great under pressure,” you better prove it.
  3. Keep the copy to three main points. So it will be make a point, tell a story; make a point, tell a story; etc.

A good rule of thumb is to have about 10% of your network in your recommendations.

Is it a good idea to reach out to a manager via social media ahead of applying for a job? Before the interview? Afterward? What’s the etiquette for those communications?

I teach my clients, and in the book, a four-step method for reaching out to hiring managers online.

  1. Find the company to which you are applying on LinkedIn, then find people in the company you can invite to an info interview and who might be a hiring manager. Only take notes at this point.
  2. Identify the main problems at the organization. Read industry blogs, news sites or LinkedIn groups to get a temperature of its initiatives.
  3. Reach out to the info-interview sources and see whether you can identify the hiring manager and what the person cares about.
  4. Engage with the hiring manager by leading with how you can add value. Because you’ve already connected with an info-interview source on LinkedIn, you can probably get an introduction to the hiring manager, which is preferable, then a direct message.

Using this method is a great way to get exposure before or during your application. Here are some LinkedIn e-mail templates I give away for free on my blog.

Image credit: fazon1, via iStockphoto

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19 Responses to “How to use LinkedIn to jump-start your job search”

  1. [...] Read the entire interview, How to use LinkedIn to jump-start your job search. [...]

  2. It's amazing, to me, that people are still writing books on this topic. Hard to imagine that anything new can be said — that hasn't already been said, when Tom Peters and others defined the concept of personal branding more than a decade ago.

    • Joshua says:

      David, pick up a copy of my book and you'll understand. This is not just another personal branding book. This is a step-by-step manual for navigating the new technology landscape in the context of personal branding. Tom Peters wrote his article in the 1997. Can you honestly say that "nothing" has changed since then? I'm not sure anyone would agree!

      As a matter of fact, much has changed since I concluded writing the book in May, which is why I'm offering an online portal for readers to get access to news and more information as it emerges.

      In any case, I believe in life-long learning. If you don't. Well, then I don't know any book that you would find valuable. "Hard to imagine that anything new can be said…" Not words you'd hear from my mouth.
      My recent post Watch My Interview on ABC News!

    • Chombi says:

      Found my job via Social Networking. There are alot of people out there that need coaching on how to utilize the social networks well – for this purpose. Not to mention that the technology landscape is changing daily… Unless you are in the industry it is almost impossible to stay up on it all.

      Seems to me like a brilliant subject and a perfect fit for the Wiley brand…

    • Liz says:

      I really have to disagree with you. I heard Joshua speak at a professional development conference for the Society of Women Engineers in Los Angeles. It was an eye-opener about social media and job search. The personal branding session was in the room next door.

      • Okay, then let's agree to disagree. I could be convinced that this topic would benefit from an update article, but not another book of a couple hundred pages.

        You really would have to be stranded on a desert island for the last decade — or some other reasonable excuse why you're uniformed — not to have read one of the prior books that previously covered the topic of how to use LinkedIn, etc.

        Granted, the title of the book says it's intended for "Dummies" — enough said…

  3. [...] online one. The online profile needs keywords, more white space and hyperlinks, Waldman says in a SmartBlog QA by Jesse Stanchak. LinkedIn’s search algorithms are weak, so don’t count only on using a keyword strategy, [...]

  4. [...] online one. The online profile needs keywords, more white space and hyperlinks, Waldman says in a SmartBlog QA by Jesse Stanchak. LinkedIn’s search algorithms are weak, so don’t count only on using a keyword strategy, [...]

  5. [...] online one. The online profile needs keywords, more white space and hyperlinks, Waldman says in a SmartBlog QA by Jesse Stanchak. LinkedIn’s search algorithms are weak, so don’t count only on using a keyword strategy, [...]

  6. [...] one. The online form needs keywords, some-more white space as good as hyperlinks, Waldman says in a SmartBlog QA by Jesse Stanchak. LinkedIn’s poke algorithms have been weak, so don’t proportion customarily on controlling a [...]

  7. Eugene Tero says:

    Linkedin is like an online resume that highlights your skills and recommendations. Joining in Linkedin can build up your credibility because you are part of a group. By connecting with those who you have something in common with and joining in and participating with them you set yourself apart from the others.
    - http://socialmediasolutionsexpert.com/

  8. Byron Wilson says:

    Great blog. Check out our blog on how to get the most out of LinkedIn. http://www.posagency.net/1/post/2011/09/branding-

  9. Catherine Plunkett says:

    I attended one of Joshua's webinars on his website after an announcement on LinkedIn and found it very interesting and useful. He also helped me with a critique free after the webinar and I thank him for that. I have been using computers and online for over 20 years and I still have a lot of branding work to do. Just got on LI about a year ago and now on Google+. There are so many changes–learning in all aspects is definately a life-long process.

  10. @JobCoachHQ says:

    Joshua's book is a timely resource that you must have to navigate a job search in 2011-2012. Tom Peter's writings are outstanding, no doubt, but to bring those concepts to 2011 is a different story.
    My experience shows that maximizing Twitter, LinkedIn and Facebook in relationship to searching for a job is essential for the job seeker. Joshua's book guides you through those social media resources! This book is a must have/must read for the job seeker, period.

  11. Bonnie Rauwerdink says:

    I am a Career Counselor and often work with individuals that have lost long term jobs. Most are new to social media and need all the help they can get. I am still polishing my skills. Social Media sites
    change and evolove. Anything that can keep me current, like Josh's work, helps.

  12. [...] How to use LinkedIn to jump-start your job search. Rate this: Share this:Like this:LikeBe the first to like this [...]

  13. [...] we gear up for this meeting, we thought it would be helpful for our readers to check out this article that discusses how to utilize LinkedIn to jump-start your job [...]

  14. Julie says:

    I'm sure there probably are several other books out there about using LinkedIn, and other social media sites to find a job. But, until Joshua offered his free webinars, and engaging blogposts, I hadn't thought too much about it when it came to my own jobsearch. I very much appreciate the way he presents the information in a way that I get it. I'm nothing but grateful to him!

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