It’s time to join the Millennial Movement. Are you in?
If you’re one of the 87 million Millennials on LinkedIn but you’re not sure if you’re getting the most out of the platform, this resource can help.
Research shows that Millennials are more tech-savvy, creative, and career-driven than previous generations. With insights backed by LinkedIn data, we have compiled LinkedIn's first guide for Millennials, filled with exclusive insights and best practices meant to support your success in the workplace.
Discover:
- A Millennial’s influence on LinkedIn
- Top Millennial Occupations on LinkedIn and what Millennials Want in a Job
- What Content Millennials Engage with the Most on LinkedIn
- 5 Ways Millennials are Building Their Personal Brand on LinkedIn
- How Katherine Lisciani, Founder of Millennovation® Media, built her personal brand.
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
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
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
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.
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?
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
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”)
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.
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
CTA: SUBSCRIBE TO THE MILLENNIAL INNOVATORS PODCAST
LINK: http://eepurl.com/cpStLj
IMAGES: in email