 Rym ni'n fawr, a fyddwn ni'n smith i fewn ar y cwmfaith yma. Ond, mae'r gwasanaeth cerddau mewn seithio yn gwefion digwydd yw'r fibern ac mae'r eich dweud i'i adeilwni Llyfrgell Gyd, maen nhw yn bod yn gweithio ar unrhyw platwm Llyfrgell yn eu buddimwyr ac mae'n gweithio'r rhai o'r cyereddau cyd-fifolio ddweud o'r cyfrifol Gyd-y-rhyw o hyn-ydliadol Llyfrgell yn y profil. A dyna bod nhw'n gweithio. If you'd like to share any thoughts about today's webinar or indeed any of our webinars or events on the social channels, then you can use the hashtag CIM events. We do love to see all of your comments on the social, so please do get involved and certainly let us know what you think of today's session. So before I hand over to George, I'll just very quickly explain what the marketing club is. So it was created primarily to help students get the most from their CIM accredited degree and prepare them for a career in marketing. The accredited degree programme enables students to gain a professional marketing qualification by taking advantage of the exemptions that the degree provides. Throughout the academic year, we run a series of webinars tailored to meet your needs, sharing the latest thinking, the latest trends and techniques in real world marketing delivered by industry experts. We have a dedicated page on our website where you'll be able to watch previous marketing webinars and also access articles and insights from podcasts and also from our content hub. So if you're a university student, you can sign up now to receive the marketing club newsletter. All you'll need to do is take a photo of the QR code that you can see on screen. Alternatively, you can hop onto our website and find the marketing club web page within the qualifications drop down menu. Each edition of the newsletter will provide you with content designed to support your studies and actively manage your professional development by keeping you up to date with the latest trends, latest innovations and concepts in the marketing industry. So it really is worth signing up. OK, so that's enough from me. I'd now like to hand you over to our guest speaker, George Honable. So if you want to turn your webcam on George, I'll pass things over to you and the floor is yours when you are ready. Good morning, good afternoon, good evening everybody. My name is George Honable and I am based here in a cold and wet England right now. So I've been in the UK for three years now, so I joined a little company that makes windows, otherwise known as Microsoft three years ago. And they basically paid for me to move over here to the UK from a normally sunny South Africa. So yes, I'm sort of new to the UK, but I had lived here before as well. So I do know what life is like here. Obviously working for Microsoft, we own a company called LinkedIn and I did use LinkedIn for a number of years before. Both as a corporate user and also as a LinkedIn recruiter user. And I would explain the difference a little bit later. So hopefully you can all see my screen right now. And then Ashley said, please, if you do have any questions, post them in the chat and I will try and get to them during the session as well. So just to explain, when you first sign into LinkedIn, there are a number of ways that you can do it. You can use your Gmail account. I think you can use Facebook as well. Or you can use an email address. The system will obviously then confirm your identity by sending you a confirmation email and then you will be taken to this page. So obviously this is a vanilla page that's brand new. It's never been used before. So typically what you will see the system will pick up your location. So that is very important for LinkedIn is obviously knowing where physically you're situated. You can see here, automatically LinkedIn is already starting to send me updates about news in the UK. And this is LinkedIn. So this is a very, very new feature in LinkedIn called LinkedIn News. So they now publish information relevant to where you are physically located. And what's also important to note is on the right hand side, you will see something called ad. So people pay to advertise on LinkedIn as well. So a lot of the information that you see on LinkedIn is actually paid for by other companies. And that is one of the ways that LinkedIn generates income. The other way that they generate income is by having a premium license. So you will see at the top of my screen, it is inviting me to join premium. It says try premium for free. And we can speak a little bit more about premium licenses a little bit later. You can see here, it's also trying to convince me to pay for my LinkedIn subscription. So LinkedIn as such is free. So their revenue is generated by adverts. And also I spoke about LinkedIn recruiter earlier. So to be able to access LinkedIn recruiter, you click on business and you will see over here. Sorry, I can't see it. You will see here, you will see learning, you will see insights. You will see groups and fund leads and advertise and post the job. So post the job is where you will use LinkedIn recruiter. So I'm just going to maximise my screen again. So the first thing that the system wants me to do is to update my profile. So what it has picked up automatically is that I've just created this profile. But LinkedIn obviously wants to know more about me. And the reason why it wants to know more about me is they want to stop connecting me with other people and building my internal network. Now obviously that is really important. As your network grows, as you publish information, as you share, for example, emails or other interesting bits of information about you, if you don't have a lot of follow is the likelihood that people are going to interact and respond and comments on your comments is going to be very low. Obviously the more people you have, the more interaction they're going to be. If you comment on somebody else's profile, other people will see that as well. So LinkedIn, try as much as possible to get people to connect and network as much as possible. So I'm going to click on this update profile. You will see I've not put a profile picture on yet. It is still very much an early stage. So I can click on profile. It is going to say to me, is this your most recent experience? I'm just pretending to be a senior manager at CIM, which I'm not. But just for this demonstration, I will say yes I am and I will say continue. And then it's going to ask me. So it's picked up already through my computer settings that I'm based in the UK. It's going to ask me to confirm my postal code and that I'm based in London. So I will say yes I am and I will click done. So now you will see the system has taken me to the first step and it says I've still got two more steps to take. So it's telling me who are people that you want to start following. Now it's very important to know there is a difference between following somebody and connecting with somebody. So following people is similar to, for example, Twitter where you will follow famous people get their feeds if they post something, you will find that. But to connect to somebody, basically that person would need to connect back and then you have a relationship with each other. So you can send each mother instant messages and not have to pay for it. So I can pay as an advertiser to get credit to send messages to people even though I'm not necessarily connected to that person. So that's another way that LinkedIn makes money. So let's say I'm going to click on start following and what will happen is that LinkedIn will recommend pages. It will recommend people, famous people and companies as well. So you can see at the moment it's recommended pages for me. So because it saw that I'm based in the UK it's going to recommend British based companies. So you can see we've got BBC, we've got University of Law, we've got Believe It or Not, Love and More Hate in the Transport for London, Penguin House UK and I can then choose to follow them or not. So let's click on a few. I mean I actually worked for a company called Tata Communications many years ago so I'm going to click on follow. I'm not sure why it's wanting me to follow LinkedIn notifications in Mexico. I don't want to do that. Bloomberg News is easy so I'm going to click follow that. Transport for London, why not? We do use them and then Penguin House. I know I've read a lot of books by Penguin House. So I will do that and I will then go back to my home page. Now remember I've only done that additional steps so now the next step is LinkedIn is going to say to me why don't you follow more people? So I'm going to find people that I might know and it was now trying to take a guess of which people I might know. So I do not know any of these people. I'm not going to connect with them but you can see here the system is allowing me to connect. So remember in the previous step it was followed now it is saying connect. So I can go down and you will see as I scroll down the system will keep adding more and more people on and you can keep scrolling forever basically and LinkedIn is going to keep adding people to my feed. So when I go down it's going to keep adding that you can see that this person has got a very interesting little signboard there saying that he is hiring so he is basically using LinkedIn recruiter to hire people. So maybe now would be a good time to just look at people's profile pictures. People's profile pictures are either really good average or terrible. So I think let's have a little bit of fun. So these people have shared their profiles so it's fun for me to comment on them. So sorry if any of you are on the screen right now and I'm talking about your photo, please don't take it first me. I'm trying to do it in a productive way. So first of all for me what stands out is this Martin's profile picture. You can see ideally you want a person's face very clearly. So Martin is sitting off to the side. He's got life behind him which is not great. He's also got a computer screen so you can't really see him that well. Katie also it's quite a dark picture so you can't see her face very clearly. I must say that this person, I hope I'm pronouncing his name right, he's got a very clear profile picture. You can see that it's well lit. You can see his face really well and it's not being obscured or cut off by any means. You can see Megan over here has got a little bit of hair hanging in front of her face. I don't know if that is her look but you can't really see her that well. Julie you can see her profile picture very clearly. She doesn't have a busy background like I do right now but that is very professional. You can see Colin's got a little bit of a side profile going on. Not always great if you want to see him. He and Colin have gone for a black and white effect with some people due to trying to look different to everybody else. Personally I prefer having a colour profile picture but you can use a black and white picture of yourself as well. You can see how some people have got very busy backgrounds. You can see Jonathan's got the top of his head cut off. Asia over here is that the London Eye that she's got in the background you can't really see but you can't see Asia's face very clearly. So really important please if you're going to have a profile picture make sure that you can see yourself very clearly. Some people trying to be autistic. If that is in the area that you in so you can see Gregory over here he's kind of got a retro disco look to him. If that is the industry that he's in that's great. If it's not I would recommend changing it as well. Also taking holiday snaps doesn't really work that great. You can see Nicole over here that looks like she could be in the Netherlands, I don't know if that is Amsterdam but you can't really see Nicole really well. So I would recommend having a very clear profile picture. You can see Jack and Nihael very clear and Elise as well and you can see her profile picture very clearly. So that is probably a good example of how you want your profile picture to be. So I'm not going to do this step just because we're in a demo environment. Typically what I would need to do next is to add a photo so I would be able to click on this link and then either I could take a photo right now using my camera or I could upload a photo as well. I'm not going to do that right now. What I would like to show you very importantly a lot of people don't know how to do this. So if you click on mean and once I've uploaded a photo you will see my photo there. So if I click on view profile you will see a hyperlink over here that says edit public profile and URL. The URL is a uniform resource locator. Most people when you create a LinkedIn profile for the first time LinkedIn will give you a default URL that is really ugly and messy. So I'm going to click on that link so remember I clicked on mean I clicked on view profile and it took me to this page and now I'm clicking on edit public profile and URL and you will see over here if I click on this little pencil over here it's going to show me what my profile is and you can see it has created this terrible number. So if I want to share my LinkedIn profile it would be LinkedIn.com forward slash in forward slash George dash honeyball dash 389161273. Now that is not my mobile number. I don't know how LinkedIn created that number for me but it is awful. So now in this space you can go in, you can delete this and you can put anything you want in there. Obviously let's try and keep it clean remember. Don't put in something inappropriate or use inappropriate language we try and keep it clean so you could do anything. So I'm just going to try George H. For example if it has been taken LinkedIn will warn me and say that that already exists but if it is available you can click save. Okay so it seems to me that URL is not available somebody else has tried it so I could try something different and I could keep doing that until I find a LinkedIn profile URL that is very easy to use. Now that a lot of people don't know that you can do that so please there's a little tip that can help you just get your URL correctly so you can use that in the body of your email, you can send it to people on social media as well. You will see many websites go in when you're setting up your profile, you can see your Twitter, you can see LinkedIn URL. This is how you can go in and change that. I'm going to just cancel it now because I don't want to change it and if I click home and then it's taking me to a different page and if I go back to me and view my profile you will see there is the URL. So remember the one that I showed you a little bit earlier with it looks like a telephone number but it's not my telephone number, there it is over there. And then of course if you change it and you update it and LinkedIn allows you to keep it that is the URL that you will be able to use to share with other people. I've been talking for about five minutes without any break so I'm going to pause quickly and just see at least are there any questions in the chat about anything that I've spoken about so far. So we've had quite a few questions come in so thank you very much for submitting your questions already. One question that has come in which I think is probably quite pertinent to what you've just been talking about, what would you recommend to include in your header photo? Okay great, so that is a good one so I think as I mentioned a little bit earlier let's go back to finding people that you know. So let's talk about the profile pictures again very briefly so I think try and keep it clean, try and keep it professional. I know some people like to have photos with them and other love ones as well that can cause a little bit of confusion because you make assumptions about people's gender with their names so if you have a photo with somebody else people might not be sure which one is you and which is somebody else. Also you can see here at Chris he has got a photo of himself and it looks like is that a video camera that he's got with him it just kind of detracts from your profile on it over here he's showing off that he's a public speaker so it's a picture of him standing on the stage and speaking so that might be important for his profile Nina also is a little bit unusual because she's got her head slightly off to the side so that kind of stands out from the status quo but you can see here, hold high, you can see Fatima these screens are quite clear, clean photo that is what you want. As I mentioned earlier ideally not too much light behind you to distract you once it's fairly clean and simple and professional you can see Katia she's a brand manager so she's actually holding up the product that I'm assuming that she's marketing and then also as you can see here with Taza he has hiring over here and I'll show you in a few minutes how you can change the little border that you've got around your photo as well so hopefully that answers the question Please any more questions? Yeah quite a few questions actually not necessarily sort of what you've been talking about but there is one here that is said how do you add an additional role within your main role so particularly within the same organisation? Okay so I think that is part of the next step that we're going to do so as we go in and view our profiles what we can do is start adding our professional experience obviously that is really important so you can go in so I've gone back to my profile and you can see I've still not added a photo of myself but also I can add a photo in the background so that too can have something to do with your company that you work for it can be for example a nice background you can put in a picture of yourself in the workplace or it can just be a picture of a landscape or a place that means something to you in the background you can add that as well so when it comes to your experience remember I said that I'm a senior manager of CIM which is not true so Lisa please don't misread or don't misrepresent me but you can go in and you can edit your experience so you can see here I've said that I'm a senior manager that it's a full time job I can specify the location, I can specify the type so for example this is something new that's been added is it remote, is it on site or is it hybrid hybrid means that some days you're in the office, some days you're remote also what is the date and time so what would happen if I was not a manager previously and I moved into a more senior role you would be able to do that so I think that's what the person was saying is in a previous role they were in CIM but they weren't a manager so they want to see how can I differentiate that so I could say let's say I started as a manager in March of this year so that would be March 2023 and obviously because I'm currently in this role I do not have an end date and I would be able to save that then you can also change your profile heading this is very important because when recruiters are searching for people with similar job titles this is where they come so try and be as accurate as you can when selecting your profile heading obviously the system will prompt you and it will make recommendations so if I click on this and change it will give me where people have called themselves a senior manager or a manager senior or SNR so just the letters SNR manager instead of senior manager all those options will be available but typically you want to try and keep it as clean and simple as possible something else you can do which is really helpful is skills you can add skills you can search for skills as well and then of course you can add media so for marketing people if they've got any promotional videos that they shot they can add that in if you're a journalist and you've written articles you can add that media to you for example me with Microsoft we have published videos that showcase some of Microsoft's products so I have uploaded videos over there so I can click save you will see now over the industry so I will say it's in the marketing services and you see the system is automatically updated and I will save it so now you will see I have a senior manager connected over here so I can add a new position and I can go back and say that I was just a manager and the employment type is I was full-time the company is CIM again I'm not going to change that and you see the system now is trying to associate me with companies that it knows the reason for that is it's going to come back eventually and if I say work for Microsoft I will not be able to confirm that I work for Microsoft unless I have an email confirming that so a lot of companies have booked checks in place to prevent people from pretending that they work for companies that they don't pretend to work for so I could lie and say I work for Coca-Cola because let's say I love Coca-Cola and I misrepresent myself so these companies now are protecting their identity so if I say I work for CIM a software development company that's different to the CIM that we're on the call with now that would be a problem so I'm not so I do not mean this one the location I'm just going to keep it in London as I always do and you will see the system is busy defaulting so really important that you choose the right one obviously from a recognition perspective for the advertising if I'm in London England the advertiser will be for companies that say they want to target people living in London in England not London somewhere else location type let's say that I'm on site the start date I'm going to say that I'm not currently working in this role and obviously I will say let's say I started in January 2021 and I ended it was in March 2023 if I want to put in a description of what I did I can put that in here you said that I was marketing manager I can add skills and I now save that and you will see answering the questions I have taken a long time to answer the question but the system has picked up that it's the same company that I'm working for but it's a different role so I was a manager from January 2021 until March 2023 two years and three months now I've been promoted to a senior manager so I don't know if that is what the person was asking but that is typically how you would make sure that you can have this if I want to add a new company so let's go in and add a position and let's say that I worked I was a sales rep let's see if it allows me to do it oh you see it's a sales representative it's trying to stop me from using slang let's say that it was part-time and it was Coca-Cola let's see what it does Coca-Cola so you see it gives a whole lot of Coca-Cola companies let's try that one over there let's say I was based in Atlanta I've start Atlanta wrong that's why and I just know because they based in Atlanta, Georgia that's where the head office is they were actually a customer a few years ago let's say it was remote and I'm not currently working there and let's say I started there in January 2017 and I was there until December 2019 so I purposely left the gap over there and I picked save so the position has been added did you find this job on LinkedIn let's say I said yes and it's going to say now that LinkedIn helped me to get this job so I say save and you can see it is now confirmed that I worked for the Coca-Cola company but now to verify it it will try and send me an email to this company to confirm that I was there and remember it said that LinkedIn helped me to get this job so they are using that to market themselves now if I want to add an additional email to that because remember you have your corporate email address so I joined this company so I created this profile with my Gmail account but now if I want to associate my CIM email address with that I would need to validate it and obviously I don't work for CIM so I couldn't do that Coca-Cola because I said I worked for them historically they are not going to send me an email because obviously I don't work there anymore but if I plan to say that I worked for the Coca-Cola company now Coca-Cola will need me to confirm my employment with them by sending me an email to my Coca-Cola email address We are finally to time it is half past the ready and needs any more questions? Yeah plenty that have come in so I thank you very much for submitting your questions please do keep them coming in as we will have a little bit of a Q&A session as well at the end as George has finished his life demonstration but getting back to the questions George as I say loads that have come in one here that says how much detail is enough to put under professional details? That's a really good question so I think the key thing to realise is a lot of the information that you put and I'm just going to go to that section that the person is talking about so obviously we've started working on my profile over here really starting to take shape I've still not had any profile views obviously because I'm still very new I've not actually followed anybody yet so it's not surprising I've not posted anything we've written my experience and we've looked at what's happening over here so what I need to now start doing is adding more sections so you can see I can add a profile section if I click on more you will see it allows me to build a resume and that type of thing so let's add a profile section that allows you to then sort of show what information you want to add so you can add licences and certificates you can add courses you can add recommendations for example also you can add any volunteer experience that you've got anything that you've published any projects, anything like that which is that you can speak any tests that you've completed so for example if you've been certified in a certain online language like or Python you would add what your test scores were here over there why this is important is obviously coming again back to recruiters so this is where recruitment companies would go in and find people with skills skills so for example if you've got experience working with Python or with our package this is where you would specify that information and it's very important for companies to be able to search and find that so you would go in sorry I clicked the wrong button I would go in and say where did I find it licences and certificates I would say so which is the company it is Google and it is Python so you can see it already knows I've not even finished typing it and it's introduction to programming or Python code so let's say it's just an introduction to Python it is obviously a Google software because I've typed in Google it's saying I don't recognise that name is it Google a technology company yes it is I would then say when was it issued to me so I could say it was January of 2023 when does it expire a lot of the times because software is developing and changing so quickly it wants me to specify what the expiry date is so the licences typically would be 6 months or a year so let's say it expires in December 2022 2023 or 2023 because I'm saying that I'm certified and it's a known certification it's going to ask me for my ID and my URL so obviously I don't have that because I don't know anything about Python but if I was able to do that this is where I would add my ID so on my certificate I will get a number and then I will get a URL so that is obviously from a Python perspective it's a recognised URL and a recruiter would be able to click on and verify that it is me George Honiball this is when I did the programming course this is when it was issued and this is the expiry date and once I've completed all of that I would add the skill and if somebody goes to my licences and certificate section that is where it is going to appear I'm going to describe it because obviously I don't have the programming in Python certificate but hopefully that answers the question. Really good questions I like before the beginning Lisa any other questions that have come in before I go on to the next section? I think we can probably just do one more question before you carry on so a person has asked where within LinkedIn would you list conferences if you've spoken at any? So if you've spoken at conferences personally I mean I haven't done that what's interesting though is I've got a video of a conference that I've spoken so I actually spoke to the LinkedIn conference a few years ago it was published on YouTube so I actually shared the link to the YouTube video on my profile so that is the sort of shortcut way that I would do it so basically if you go into resources you could add your network you could add activity or you could add items so if you click on my items you would be able to go and share it over these so obviously I'm not going to do that now because I don't have it in this profile but if you go to my LinkedIn profile Lisa will share the link with you a little bit later you will see where I shared the YouTube link in my profile over there also what you can do what a lot of people do is they will post in their activity so you can go into a post over here you would create a new post let me just go to her quickly and show you where you would do that so you click there start a post you would be able to put in a video if it's an event you could put the event over there that way people know that they can join you it's just a photo of yourself you could post it over there what you can also do is you can pin that to your profile so if it is a big event and you're really proud of the fact that you spoke at that conference you would be able to pin it to your feed so if people go in and look at your profile they will see that you spoke at that event and it's pinned to the top of your profile over there obviously if it is upcoming people will be able to book and join so for example with this event you'd be able to advertise this event on LinkedIn with the link to allow people to subscribe and sign up or a lot of people they have their own events that they run through LinkedIn so if it's on a website they put their website link or they could actually host it in a LinkedIn environment as well so with LinkedIn video feeds and things like that you can now host events in LinkedIn functionality that's available and then you can see already because I chose Penguin Random House yesterday you can see already I'm starting to get feeds from some of the companies that I've selected Leese should I carry on? or are there any more questions? Well we do have plenty of questions but I think if you want to carry on with your demonstration George then what we can do is we can pick up those questions again towards the end so you just want to crack on that that would be great. Fantastic I think we've only got another 5 or 10 minutes so just once again confirming LinkedIn is using your profile to earn revenue so you can see based on the information that I've completed already I'm getting advertising through to me so you can see a test promoted so this company called Supporting Accountants have paid LinkedIn to show this advert to me based on my profile just the very very little bit of information I've shared already because of where I worked and where I'm physically situated supporting accountants communicate effectively have already reached out to me and then LinkedIn are also inviting me to place ads myself so they are basically using their marketing material to encourage me to market if I'll go down now so you will see remember I followed tons of projects so they liked this that's why this is appearing over there I'm following penguins so remember I've not followed any people yet but now you see LinkedIn has picked up that I've not added my phone yet so it's very interesting that in the feed it's reminding me what I need to do to complete my profile so if I keep going to people to follow I can keep going and LinkedIn is going to keep feeding information to me so you can see this is going to keep going remember I followed tons for London so now what I can do is I can like this I can comment on it I can repost it so what would happen is this would then appear in my feed as if I posted it or I can comment on it as well or I can send it to somebody else I will typically get a link over here so here you see something really cool it's a transport for London brand and they're using Lego basically to showcase transport for London so that's really cool so let's say I want to like it so I can give it a little thumbs up I can tap hands I can show support or I can just love it so let's say that I love that and I can comment here and say it was really great but I'm not going to post that now because then people are going to start engaging with you also you can see the system recommends people for me typically this will be based on other people that I have followed or people that have followed me so over time the system will continually improve the connections also what some people do is through LinkedIn they will send me an invitation to join as well which you can do likewise you can eventually start sending emails to people and what will happen is I'm not going to do it now but next time I'm assigning to LinkedIn LinkedIn will say to me George we noticed that you don't have many followers do you want us to share with all of your contacts that you joined LinkedIn so what it will do is I will give permission to go into my Gmail account and basically it will go to all of my contacts and send them an email to say George I would like to connect with you on LinkedIn is this good or bad I personally would not like to do something like that if I want to join with people on LinkedIn I want to have control of it I don't want LinkedIn to send emails to all of my contacts on my behalf but some people want to do that so if they want to grow their profiles aggressively that is something that you can do so basically here you can see this has been promoted so similar to what you see up over here so these adverts are a lot cheaper the more expensive adverts are these ones that you can see Visa have paid a lot of money for LinkedIn to advertise this over here and you can see this so typically what Visa wants me to do first of all they want me to follow them but more importantly they want me to read the study and learn more obviously hoping that in time if for example I'm offered at the bank to choose between a Visa and a Mastercard Visa will stick in my mind and say oh I don't have a Visa card Visa is not a Mastercard then once again it's all about marketing and using marketing on multiple channels I've spoken for another 5 minutes I'm just going to have a quick sip of water and Lisa while you hopefully give me another question I'm going to sort of just combine two questions into one for you here so they've asked what are the most important elements when it comes to personal branding and also employer branding OK great so those are good questions so I'm just going to go back to my profile again so obviously when it comes to your profile specifically so remember what LinkedIn is all about it is a professional platform so very much about your job type the work that you do and the company that you work for so obviously because I've not chosen the correct CIM I don't have a logo here which is not cool so ideally when you work for a company like you see here the Coca-Cola company it's a recognised brand it's well known I've not really explained in a lot of detail what I've done there so if you want to make your profile more comprehensive and really professional and good you need to add a lot more content over here so the first thing that I need to do is get CIM to update the business profile so nobody in CIM has actually created a CIM account and set up the company and registered it and I'm going to show you in a few minutes how you can do it so if you've got your own company if you're a small business owner really important to you to create your market, your company on LinkedIn it is different to your website so you can link your website to your LinkedIn company profile but you need to set it up secretly so first of all make sure that the companies that you're associated with are recognised on LinkedIn and your job title so when you're choosing your job title make sure it is not something weird that it's a spelling mistake or something like that because when recruits are searching for senior managers in a marketing company you won't then to find you then as I mentioned earlier and I skipped over this process and it's really important so I'm just going to go back so just remember wherever you see the little pen or pencil that allows you to edit it so I'm going to click on the pen and then go to the senior manager and click on that and the system will allow me to go and update and provide more information about the description here so I can type in here exactly what the job entailed so I was running campaigns in evolving global companies and you'd be able to choose and type spelling mistakes don't help involving it's weird that it didn't pick up that I was making typos and you can see I've only used 36 characters out of 2000 so the company the system is expecting me to update this as much as possible also what's really important is a lot of companies are integrated with LinkedIn so they will advertise the job in LinkedIn and what you'll see now I'm not going to save this if I'm now going search for jobs and I find a job that I like now remember I said I'm a senior manager so LinkedIn now will find jobs with the title senior manager in it so here it says senior manager profit potential for Michael Page so I can then bookmark this I can view it and I can click on this as well so if I click on this over here you will see in certain instances I can apply for this job now what sometimes if I've got my LinkedIn profile up to date I don't even need to use a CV I can select apply for it and I can say to the LinkedIn recruiter please use my LinkedIn profile to apply for the job so once again I don't need to send Michael Page my CV to see my LinkedIn profile to see what I've done so if my LinkedIn profile is up to date as my CV is Michael Page will be able to access all of my LinkedIn information and know that it's completely up to date also what's really nice is you can see based on my profile LinkedIn has promoted this and recommended this to me and it also tells me how many people have already applied so you can see here nobody is surprised for that job past Waterhouse Coopers PWC is very popular that they've already had 15 people applying for that position so LinkedIn is completely integrated the last thing I want to do before I jump to the next question remember I spoke about creating a company profile a lot of people don't know how to go in and create a company profile they go to their profile and they search around and they try and find it so here's another tip for you very quickly and remember you can go in and change your URL over here another really good tip you can click down over here sorry let me just change the size quickly and if you go right down to the bottom over here you see create company page so this is the place that you can go to to create your own company page so if I click on that profile I can go in and create my own company profile I can associate my email addresses with this I can associate my website address with that and very importantly when I say that I work for this company and I've uploaded my beautiful logo or icon that will appear next to my name as opposed to the ugly sort of non-descript does not exist icon that is next to my name right now I think we'll just take one more question George if that's okay and then we'll go into just a very short Q&A session afterwards so why does LinkedIn sometimes not recognise organisations when you add a list to share in a post for example if someone maybe might put their university or something like that okay so that is exactly to the point that we were just talking about that has not gone in and created their company profile on LinkedIn so it is not like Google so remember Google will go and search on the internet for companies and recognise them so when you search for companies they've built up in Google in LinkedIn you need to actually advertise your company on LinkedIn so you need to go in and create it so typically it would be the marketing team in the company would do that but if it's a small company and you don't have a marketing department it is responsible for you to do it similar to university the university would need to go in and create their profile on LinkedIn and once they've created it you will see you have a separate section for educational institutions because obviously they don't want people to create fake accounts so they would go in and say that somebody could go in and create Harvard University and they could say they got this qualification from this Harvard University but obviously it's not the official Harvard University so that is something LinkedIn are very careful about but here you see what the company page would look like so I clicked on the company and here you can see you can create your email address you need to specify the organisation size choose your logo explain what it's about and very quickly you need to keep this to say that you're an author's representative of the organisation to post your company information on LinkedIn so hopefully that answers the previous question okay we've perhaps maybe got time for just sort of maybe one or two more questions if that's okay so we'll just all kind of go right back to the very beginning of the demonstration there where you mentioned about premium LinkedIn what's your thoughts on it do you think it's actually worth paying for premium LinkedIn membership so I think for people that might be job hunting specifically I do know that premium membership allows you to view the profiles not necessarily the names of other people that have applied for their jobs but the calibre and the types of people that have applied for similar jobs also I don't know quite how it works but you can get priority listing so you will view job adverts before non paying members have done as well obviously because I work for Microsoft I get additional functionality so for example from a marketing perspective as I explained a little bit earlier I can send people something called an email I in MAIL so I'm sure some of you might have seen them in the past as well so basically people pay LinkedIn and they can then send people messages directly to LinkedIn so not to the emails but to the actual LinkedIn message channel you can pay to send people to those sorry, send messages to people directly in LinkedIn and you can use the system to specifically target exactly who you wanting to read so similar to what we saw a little bit earlier it can be physically where the person is based it can be based on their qualifications or certificates or experience it can be based on the companies that they've worked at so for example you don't even need to be working at the company now you can search for anybody that ever worked for Google or worked for Microsoft and lives in London and have got this qualification of this experience LinkedIn will then give you 100 people that you can contact and you can then type up a lovely little message and the system is really good you can say please use the person's first name so it will say dear George I'm just writing to make you aware of this MBA course we've had other people from Google and Microsoft that have shown an interest in it if you would like to know more please contact me on my email address or go to my website and send that as an advert so in that instance the premium membership is really good and also for example a lot of people love to see who's viewed their profile in the past to see how well for example the profile updates and things were if you haven't paid you see very limited information about who's viewed your profile in the past if you have a premium membership you can see exactly who has viewed your profile and when they've viewed it as well so those are the benefits of it what's really nice is I think for the first two or three months you don't need to pay a cent so you can try it out and see if you like it and then you can cancel it after two or three months with no problems so it is something you welcome to try out and see if it works for you and if not okay lovely thank you and I think we've got time for just one last question and I think it's a very apt question actually just to sort of finish on so what are the current and upcoming LinkedIn trends that we need to look into for the algorithm and also for gaining more reach so yes I mean obviously there's a lot of fatigue at the moment I think a lot of people even companies like Meta or Facebook are kind of running out of new fresh sources of information so I think to really differentiate yourself from everybody else on LinkedIn really important that you publish fresh content so if you're writing articles if you're writing blog posts if you're posting fresh content showcase it on LinkedIn what some people do is they will have their own websites and they will write a daily or weekly blog and you can then share that either through your marketing page on LinkedIn or directly in your profile but really good to do that so from a statistical perspective it is amazing so I got this directly from LinkedIn 90 90% so the vast majority of people do not post anything on LinkedIn they purely going on and viewing information 9% of people so remember we've got 90% that just observe and view 9% of people actually interact with content that's been posted so they like things like what I did they will post comments they will share it with other people that's 9% only 1% of people on LinkedIn actually post fresh content so if you start doing that on a regular basis actually only 1% of LinkedIn's population that is how you will get noticed on the platform so post content publish articles even collaborating with other people it's really wonderful now from a scientific journal perspective if you publish scientific journals not just you but your co-authors you can showcase and work with them and publish articles and content together on LinkedIn as well and if you're wanting to do that feel free to reach out to me I can show you how to do it, it's not that difficult and yes on over a time I've really enjoyed the session sorry that I've not been able to see you but thank you for the great questions and these thank you to you and to CIM for giving me the opportunity to speak to you today and hopefully we'll meet up again sometime either in person or here virtually again that's great thanks ever so much George thank you very much for doing today's webinar we've had some lovely comments actually that have come in to say that it's been a really insightful session really helpful, people have picked up some great tips so yeah there is a wealth of information there so please do go and have a look when we post the recording up on our YouTube channel rewatch so that you can get all of those tips and I think we're all going to go off and be fiddling around with our LinkedIn profiles for the rest of the afternoon so that's great so thanks ever so much George really really much appreciated I would like to say a final thank you to George once again for delivering an absolutely fantastic session and we really do hope that you've enjoyed the demonstration and that you've been able to gain some handy tips and take forward and apply to your own LinkedIn profile on behalf of CIM just leaves me to say a final thank you to you for joining me and all throughout the year as well we really do hope that you have enjoyed them so just leaves me to say take care everyone and we do hope to see you again when the new season starts up again in a few months time