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THE
August 16, 2016, 11am PST / 2pm EST
PLAYBOOK
How Millennials are Building Their
Personal Brand on LinkedIn
THE MILLENNIAL PLAYBOOK
Alex Rynne
Content Marketing Manager
LinkedIn
Katherine Lisciani
Founder & Marketing Strategy Consultant
Millennovation® Media
@amrynnie @millennovator
#LinkedInMktg
What We’ll Cover
A millennial’s influence
1
Millennials taking on the
workforce by storm
How millennials build their
personal brands on LinkedIn
Hear from a top millennial
marketer: How Katherine
built her personal brand
Millennial
Innovators Podcast
Q&A
2 3
4 5 6
#LinkedInMktg
“We are not a
generation of suits
and ties, but rather
creators and
entrepreneurs.”
PAGE WILLIAMS
Senior Manager, Member
Marketing & Communications,
Social Media, LinkedIn
#LinkedInMktg
millennials
in the world
2 billion
in annual
purchasing power
$1 trillion
searches with the
keyword “millennial”
16 million
articles written about
millennials
43,764
The Influence of Millennials
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
Millennials make up
38% of LinkedIn’s
global user base.
38%
11 million+ global
millennial decision
makers— about 12% of
total millennials —
are on LinkedIn.
12% 30%
2 million+ millennials on
LinkedIn hold marketing
roles. About 30% of them
are decision makers.
677,000 millennial
marketing decision makers
are on LinkedIn.
The Influence of Millennials on LinkedIn
As of early 2016, there are
87 million Millennials on LinkedIn globally.
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
By 2020, millennials
will make up 50% of
the workforce.
#LinkedInMktg
SA LESPE RSO N
SOFT WARE
DEVE LOPE R
ADM INIST RATIVE
EMPLOYE E
MARKETI NG
SPE CIA LIS T
ST UD ENT /
INTE RN
PROJE CT
MANAGE R
CONSULTANT RESEA RCH /
GRADU ATE
ASSIS TANT
BUSI NESS
OW NER
UN IVE RSIT Y
PROFESSO R /
LECTUR ER
ACC OUN TANT
2,733,905
1,949,755
1,580,712
1,210,169
1,156,593
960,227
931,767
902,125 817,699
810,178 806,177
Occupations of Millennials
on LinkedIn
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
Advancement
Opportunities
67%
Better
Pay
60%
Challenging
Work
51%
What Millennials Want in a Job
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
What Millennials Want in a Job
Millennials
extensively research
companies online
When it comes to
compensation,
they don’t settle.
The job hunt is
different for millennial
men and women.
1 2 3
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
“Becoming known as a thought leader shouldn’t
be your goal. It’s just the icing on the cake of
creating something truly innovative. When
you’re willing to take risks and do things that
are unconventional, you’ll find others in your
industry looking to mimic you and learn from
you, and eventually you may earn the respect
that labels you a thought leader.”
LAUREN HOCKENSON
Content Marketing Associate,
Checkr
#LinkedInMktg
Optimize your
LinkedIn profile.
Publish on LinkedIn. Create a LinkedIn
SlideShare account.
Make meaningful
connections
Customize your feed
by following those who
matter most.
1 2 3
54
How Millennials are Building Their
Personal Brand on LinkedIn
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
Authenticity is key Be consistent. Continuously add value1 2 3
Personal Branding Ground Rules
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
Create a distinctive
LinkedIn pro le headline.
Add a professional
profile picture.
Make your LinkedIn
background photo
work for you.
Customize your LinkedIn
URL, and share it
everywhere.
Tell your story through
your summary and
experience.
Optimize Your LinkedIn Profile
#LinkedInMktg
Keep your network
fresh and active
Strengthen your global
connections.
Know more about
people you’ve met or
are about to meet.
Make Meaningful Connections on LinkedIn
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
“Your personal brand is your
responsibility. Never before has
there been more of an opportunity
to use technology, social media,
and common sense to tell your
professional story, stand up, and
stand out in an increasingly
crowded digital space.”
MEL CARSON
Founder, CEO & Principal
Strategy Consultant at Delightful
Communications
#LinkedInMktg
Publishing on LinkedIn
30% 45%
Millennials represent
30% of all long-form
publishers on
LinkedIn
of readers on
LinkedIn are in the
upper ranks of their
industries
Write about what you know best—whether that’s your professional
expertise or experience, industry trends, or lessons learned.
I N S I D E R T I P
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
Marketing
Social Media
Recruiting Employee
Engagement
Recruiters Self-Esteem
European
Union
Integrated
Marketing
Venture
Capital
Marketing Lean
Manufacturing
What Content Millennials Engage with
on LinkedIn
#LinkedInMktg
Tap on the control menu in the top right corner
of any update in your feed.
1
Then tap on the option that says “Improve
your Experience.”
2
You’ll get to choose from personalized recommendations of people,
publishers and topics to follow, tailored to you based on your LinkedIn profile.
3
When you see an update from a connection that you don’t need
in your feed, tap on the control menu in the top right corner.
4
Then, tap on the option that says “Unfollow
[connection name].”
5
Customize Your Feed
by Following Who Matters Most
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
Customize Your Feed
by Following Who Matters Most
TOP 10 INFLUENCERS ON LINKEDIN IN 2015
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
monthly
visitors
70 million
monthly new
content pieces
400,000
people visit
LinkedIn SlideShare
7 million
SlideShares
to LinkedIn
20 million
of traffic comes from
organic search
80%
Create a LinkedIn SlideShare account
THE MILLENNIAL PLAYBOOK
THE MILLENNIAL PLAYBOOK
THE MILLENNIAL PLAYBOOK
Why are you building
a personal brand?
POLL
To gain the attention of recruiters and hiring managers on LinkedIn to
receive new or better career opportunitiesA
To win more clients for my companyB
Grow my professional network and increase opportunitiesC
Lay the foundation for future successD
I don’t really think about myself, or my career, as “a personal brand”E
What’ s holding you back from
growing your personal brand?
It’s hard to find the timeA
I’m not sure what to sayB
I thought I should keep my image “buttoned up’ on LinkedInC
I just haven’t figured out the perfect selfie angle yetD
POLL
“I built a personal brand to
blend in with the crowd”...
said no one ever.
The purpose of your personal brand is not to blend in.
It is to STAND OUT.
Identify what unique view of the world you are
experiencing RIGHT NOW. Capitalize on it to
show others the value your unique perspective
can bring to the table.
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
WHERE TO START
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
What characteristics, traits, beliefs, or experiences define you?
STEP 1: FINDING YOUR UNIQUE VOICE
What do you do well?
What’s something that you could talk about forever and never get tired of?
What sort of values help guide your path and the decisions you make?
What are you are extremely passionate about?
WHERE TO START
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
What is the goal of your personal brand?
STEP 2: FINDING YOUR WHY
• Is it to build a reputation inside of your company?
• Find your next job?
• Win more clients for your company?
• Grow your professional network so that you can open up
more professional opportunities?
PRO TIP:
knowing your
why will help
lead you to your
what and your
who
STEP 1: MY UNIQUE VIEW OF THE
WORLD
• Millennial
• Marketing Obsessed
• Digital Experimentalist
• Scrappy Startup Kid
• Strategic Thinker
• Avid Problem Solver
• Storyteller
• Passionate about understanding people,
their stories & experiences, and finding out
what can be learned from the data in-
between
STEP 2: MY WHY
• To show both my peers and potential
employers that age doesn’t necessarily
equate to qualification or expertise.
PRO TIP
Your LinkedIn Profile is the
perfect opportunity to speak
directly to your target
audience
STEP 3:
THREAD YOUR BRAND
MESSAGE THROUGH YOUR
ENTIRE ONLINE IDENTITY
The 4 C’s of Personal Brand Building
Seeding Your Network with Unique,
Purposeful, and Personal Content
CURIOSITY
COMMUNITY CONTRIBUTE
CONSISTENCY
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
STEP 4:
Start with a Genuine Curiosity and
Willingness to Learn.
“ ... all of your actions on
LinkedIn should be focused
on building and solidifying
unique connections with
those in, or adjacent to,
your network.”
KATHERINE LISCIANI
Founder and Full-stack Marketer,
Millennovation® Media
Identify your
industry
“heroes”
THE MILLENNIAL PLAYBOOK
Jason Miller
Global Content
Marketing Leader at
LinkedIn
Robert Rose
Chief Strategy
Advisor at Content
Marketing Institute
#LinkedInMktg
Leverage Content to Share Exactly Where
You are in Your Journey Right Now
THE MILLENNIAL PLAYBOOK
#LinkedInMktg
Show your heroes, and the
world, that you are authentic,
trustworthy, and reliable by
continuously contributing to
conversation, sharing honestly
about your experiences and
personal journey, and by
demonstrating the determination
with which you continue to
chase your craft.
#LinkedInMktg
Subscribe to the millennial
innovators podcast
Visit the
Millennial Minute blog
Questions?
THE MILLENNIAL PLAYBOOK
MARKET TO WHO MATTERS
For the first time in the history of media, you can reach the world’s professionals-all in one
place. More than 433M people worldwide gather on LinkedIn to stay connected and informed,
advance their careers, and work smarter. Together they comprise the largest global
community of business professionals. These are the decision-makers, influencers, and the
leaders of today and tomorrow-precisely the people you want to target.
For more information, visit marketing.linkedin.com.

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How Millennials Are Building Their Personal Brand on LinkedIn

  • 1. THE August 16, 2016, 11am PST / 2pm EST PLAYBOOK How Millennials are Building Their Personal Brand on LinkedIn
  • 2. THE MILLENNIAL PLAYBOOK Alex Rynne Content Marketing Manager LinkedIn Katherine Lisciani Founder & Marketing Strategy Consultant Millennovation® Media @amrynnie @millennovator #LinkedInMktg
  • 3. What We’ll Cover A millennial’s influence 1 Millennials taking on the workforce by storm How millennials build their personal brands on LinkedIn Hear from a top millennial marketer: How Katherine built her personal brand Millennial Innovators Podcast Q&A 2 3 4 5 6 #LinkedInMktg
  • 4. “We are not a generation of suits and ties, but rather creators and entrepreneurs.” PAGE WILLIAMS Senior Manager, Member Marketing & Communications, Social Media, LinkedIn #LinkedInMktg
  • 5. millennials in the world 2 billion in annual purchasing power $1 trillion searches with the keyword “millennial” 16 million articles written about millennials 43,764 The Influence of Millennials THE MILLENNIAL PLAYBOOK #LinkedInMktg
  • 6. Millennials make up 38% of LinkedIn’s global user base. 38% 11 million+ global millennial decision makers— about 12% of total millennials — are on LinkedIn. 12% 30% 2 million+ millennials on LinkedIn hold marketing roles. About 30% of them are decision makers. 677,000 millennial marketing decision makers are on LinkedIn. The Influence of Millennials on LinkedIn As of early 2016, there are 87 million Millennials on LinkedIn globally. THE MILLENNIAL PLAYBOOK #LinkedInMktg
  • 7. By 2020, millennials will make up 50% of the workforce. #LinkedInMktg
  • 8. SA LESPE RSO N SOFT WARE DEVE LOPE R ADM INIST RATIVE EMPLOYE E MARKETI NG SPE CIA LIS T ST UD ENT / INTE RN PROJE CT MANAGE R CONSULTANT RESEA RCH / GRADU ATE ASSIS TANT BUSI NESS OW NER UN IVE RSIT Y PROFESSO R / LECTUR ER ACC OUN TANT 2,733,905 1,949,755 1,580,712 1,210,169 1,156,593 960,227 931,767 902,125 817,699 810,178 806,177 Occupations of Millennials on LinkedIn THE MILLENNIAL PLAYBOOK #LinkedInMktg
  • 10. What Millennials Want in a Job Millennials extensively research companies online When it comes to compensation, they don’t settle. The job hunt is different for millennial men and women. 1 2 3 THE MILLENNIAL PLAYBOOK #LinkedInMktg
  • 11. “Becoming known as a thought leader shouldn’t be your goal. It’s just the icing on the cake of creating something truly innovative. When you’re willing to take risks and do things that are unconventional, you’ll find others in your industry looking to mimic you and learn from you, and eventually you may earn the respect that labels you a thought leader.” LAUREN HOCKENSON Content Marketing Associate, Checkr #LinkedInMktg
  • 12. Optimize your LinkedIn profile. Publish on LinkedIn. Create a LinkedIn SlideShare account. Make meaningful connections Customize your feed by following those who matter most. 1 2 3 54 How Millennials are Building Their Personal Brand on LinkedIn THE MILLENNIAL PLAYBOOK #LinkedInMktg
  • 13. Authenticity is key Be consistent. Continuously add value1 2 3 Personal Branding Ground Rules THE MILLENNIAL PLAYBOOK #LinkedInMktg
  • 14. Create a distinctive LinkedIn pro le headline. Add a professional profile picture. Make your LinkedIn background photo work for you. Customize your LinkedIn URL, and share it everywhere. Tell your story through your summary and experience. Optimize Your LinkedIn Profile #LinkedInMktg
  • 15. Keep your network fresh and active Strengthen your global connections. Know more about people you’ve met or are about to meet. Make Meaningful Connections on LinkedIn THE MILLENNIAL PLAYBOOK #LinkedInMktg
  • 16. “Your personal brand is your responsibility. Never before has there been more of an opportunity to use technology, social media, and common sense to tell your professional story, stand up, and stand out in an increasingly crowded digital space.” MEL CARSON Founder, CEO & Principal Strategy Consultant at Delightful Communications #LinkedInMktg
  • 17. Publishing on LinkedIn 30% 45% Millennials represent 30% of all long-form publishers on LinkedIn of readers on LinkedIn are in the upper ranks of their industries Write about what you know best—whether that’s your professional expertise or experience, industry trends, or lessons learned. I N S I D E R T I P THE MILLENNIAL PLAYBOOK #LinkedInMktg
  • 18. Marketing Social Media Recruiting Employee Engagement Recruiters Self-Esteem European Union Integrated Marketing Venture Capital Marketing Lean Manufacturing What Content Millennials Engage with on LinkedIn #LinkedInMktg
  • 19. Tap on the control menu in the top right corner of any update in your feed. 1 Then tap on the option that says “Improve your Experience.” 2 You’ll get to choose from personalized recommendations of people, publishers and topics to follow, tailored to you based on your LinkedIn profile. 3 When you see an update from a connection that you don’t need in your feed, tap on the control menu in the top right corner. 4 Then, tap on the option that says “Unfollow [connection name].” 5 Customize Your Feed by Following Who Matters Most THE MILLENNIAL PLAYBOOK #LinkedInMktg
  • 20. Customize Your Feed by Following Who Matters Most TOP 10 INFLUENCERS ON LINKEDIN IN 2015 THE MILLENNIAL PLAYBOOK #LinkedInMktg
  • 21. monthly visitors 70 million monthly new content pieces 400,000 people visit LinkedIn SlideShare 7 million SlideShares to LinkedIn 20 million of traffic comes from organic search 80% Create a LinkedIn SlideShare account THE MILLENNIAL PLAYBOOK
  • 24. Why are you building a personal brand? POLL To gain the attention of recruiters and hiring managers on LinkedIn to receive new or better career opportunitiesA To win more clients for my companyB Grow my professional network and increase opportunitiesC Lay the foundation for future successD I don’t really think about myself, or my career, as “a personal brand”E
  • 25. What’ s holding you back from growing your personal brand? It’s hard to find the timeA I’m not sure what to sayB I thought I should keep my image “buttoned up’ on LinkedInC I just haven’t figured out the perfect selfie angle yetD POLL
  • 26. “I built a personal brand to blend in with the crowd”... said no one ever. The purpose of your personal brand is not to blend in. It is to STAND OUT. Identify what unique view of the world you are experiencing RIGHT NOW. Capitalize on it to show others the value your unique perspective can bring to the table. THE MILLENNIAL PLAYBOOK #LinkedInMktg
  • 27. WHERE TO START THE MILLENNIAL PLAYBOOK #LinkedInMktg What characteristics, traits, beliefs, or experiences define you? STEP 1: FINDING YOUR UNIQUE VOICE What do you do well? What’s something that you could talk about forever and never get tired of? What sort of values help guide your path and the decisions you make? What are you are extremely passionate about?
  • 28. WHERE TO START THE MILLENNIAL PLAYBOOK #LinkedInMktg What is the goal of your personal brand? STEP 2: FINDING YOUR WHY • Is it to build a reputation inside of your company? • Find your next job? • Win more clients for your company? • Grow your professional network so that you can open up more professional opportunities? PRO TIP: knowing your why will help lead you to your what and your who
  • 29. STEP 1: MY UNIQUE VIEW OF THE WORLD • Millennial • Marketing Obsessed • Digital Experimentalist • Scrappy Startup Kid • Strategic Thinker • Avid Problem Solver • Storyteller • Passionate about understanding people, their stories & experiences, and finding out what can be learned from the data in- between STEP 2: MY WHY • To show both my peers and potential employers that age doesn’t necessarily equate to qualification or expertise.
  • 30. PRO TIP Your LinkedIn Profile is the perfect opportunity to speak directly to your target audience STEP 3: THREAD YOUR BRAND MESSAGE THROUGH YOUR ENTIRE ONLINE IDENTITY
  • 31. The 4 C’s of Personal Brand Building Seeding Your Network with Unique, Purposeful, and Personal Content CURIOSITY COMMUNITY CONTRIBUTE CONSISTENCY THE MILLENNIAL PLAYBOOK #LinkedInMktg STEP 4:
  • 32. Start with a Genuine Curiosity and Willingness to Learn. “ ... all of your actions on LinkedIn should be focused on building and solidifying unique connections with those in, or adjacent to, your network.” KATHERINE LISCIANI Founder and Full-stack Marketer, Millennovation® Media Identify your industry “heroes” THE MILLENNIAL PLAYBOOK Jason Miller Global Content Marketing Leader at LinkedIn Robert Rose Chief Strategy Advisor at Content Marketing Institute #LinkedInMktg
  • 33. Leverage Content to Share Exactly Where You are in Your Journey Right Now THE MILLENNIAL PLAYBOOK #LinkedInMktg
  • 34. Show your heroes, and the world, that you are authentic, trustworthy, and reliable by continuously contributing to conversation, sharing honestly about your experiences and personal journey, and by demonstrating the determination with which you continue to chase your craft. #LinkedInMktg
  • 35. Subscribe to the millennial innovators podcast Visit the Millennial Minute blog
  • 37. MARKET TO WHO MATTERS For the first time in the history of media, you can reach the world’s professionals-all in one place. More than 433M people worldwide gather on LinkedIn to stay connected and informed, advance their careers, and work smarter. Together they comprise the largest global community of business professionals. These are the decision-makers, influencers, and the leaders of today and tomorrow-precisely the people you want to target. For more information, visit marketing.linkedin.com.

Notas del editor

  1. It seems like everyone lately is talking about building your personal brand. So much so, that we often begin building something without even knowing why we’re doing it and what we hope it will help us achieve. “I built a personal brand to blend in with the crowd”… said no one ever. The purpose of your personal brand isn’t to help you blend in with the crowd. It’s to make you STAND OUT. Identify what unique view of the world you are privy to  and find a way to share it with others to show people who you are, what you’re doing, where your interests lie, and what assets you can bring to them.
  2. WHERE TO START > Your brand lies somewhere between WHAT YOU’RE INTERESTED IN and WHAT MAKES YOU, YOU To start defining “who” and what your personal brand is, start asking yourself these questions. Take some time to really sit down and map these things out. Make a list of all that applies. Who are you? What characteristics, traits, beliefs, or experiences would you say define you? What do you do well? What’s something that you could talk about forever and never get bored with? What are the values that help guide the decisions you make, people you surround yourself with, and the things you envision in life? What is one thing that you are extremely passionate about?
  3. WITHOUT A GOAL IT IS IMPOSSIBLE TO SCORE You have to figure out what direction you are going in, first, in order to figure out who it is that you are talking to.  YOUR WHY WILL POINT YOU IN THE DIRECTION OF YOUR WHO AND, eventually, YOUR WHAT
  4. For example, let’s look at me. At the time when I began building my person brand I was pretty fresh out of college, but I had been working in self-started lean teams pretty much since I was about the age of 15. So, I had an unusually advanced amount of business intelligence and experience, despite my young age. I saw my age as an advantage, in the fact that I was a digital native and could easily adapt to and figure out how to leverage new technologies to engage audiences, but felt as though my career opportunities were being limited because of the way others saw my age as a disadvantage. ———————————— So, I decided began to build a persona to change the way both my peers and potential employers thought about capability and age—the millennial innovator (or “millennovator”)
  5. Like I said earlier, a personal brand is meant to differentiate you from the crowd. Once you find what makes you unique, showcase it in everything you say and do. Over and over, and over, and over again.
  6. STEP 4: SEEDING YOUR NETWORK WITH UNIQUE, PURPOSEFUL, AND PERSONAL CONTENT My 4 C’s of Personal Brand Building—this is something I developed through experimentation with my own personal brand
  7. CTA: SUBSCRIBE TO THE MILLENNIAL INNOVATORS PODCAST LINK: http://eepurl.com/cpStLj IMAGES: in email