LinkedIn Profile Reviews – Caveat Emptor

Over the past six months, I have seen a number of discussions started with the offer of a profile review. Most, if not all, have resulted in responses that exceed the 1000 mark. That is significant activity for any discussion, yet this topic rises to the top over and over again.

I started a similar discussion in late February and the response was exceptional. So many LinkedIn users were unaware or unsure of how a profile can and should be structured to best benefit them and sought assistance.

At that time, I responded to over 1200 requests and hopefully was able to give some degree of guidance and direction to those in need. I now have done over 2500 reviews and served over 200 clients and the success is measurable and documented. The focus of the review is direct and specific. It is not “I like the way it looks” or “there is not enough (???)”. It dives into the why and strives to develop an understanding of a process that the user can apply.

Over the past month, I’ve seen many requesting multiple reviews from those who offered to review the profile. The question that arises from those multiple requests is one of what is expected in a review, free or otherwise. As I did some research and revisited some profiles, I saw minor changes, major changes, or nothing at all. It seems some were waiting for the “magic pill” that would answer all of their questions and make their profile do exactly what they expect it to do. Please take note of the “they expected the profile to do…” The profile, in and of itself, is nothing more than a tool and various strategies can be utilized to maximize search indexing results and still maintain a highly professional structure and visual appeal.

If the resume is the main course, then the LinkedIn profile is the appetizer. Both have a place in the process. While similar, they are also different in nature and use. The profile whets the appetite of the reader. It disseminates achievements, competencies, and skills that employers are seeking. It begs the reader to ask for more. It potentially results in a contact. In order to be an effective tool, it must also be searchable, based on keyword insertion. The areas that have the most impact are the title and headline areas, followed by the summary, experience, and interests sections of the profile. An area that appears to be valuable is the “Skills & Endorsement” area. I do not recommend removing that section as it has some value, but not from the perspective of a search. If the section is there, or is removed, the search indexing is exactly the same. In order words, zero weight is placed on that part of the profile from an algorithm perspective.

Another area to consider is activity. The profile will not do it by itself, yet many seem to believe that it will. Many types of activity will generate interest and views. Ultimately the questions go far beyond the profile structure and fall more in the direction of understanding and using LinkedIn as a strategic tool.

So as you consider the feedback, ask a few questions about yourself and the reviewer.

• What data does the reviewer have to support the efficacy of the proposed changes?

- Did search rankings improve? Why, or why not?

- Does the profile maintain professional structure or is it just keyword insertion? The first is the only acceptable alternative.

If the changes have no impact on a search, they are ineffective.

• How does the reviewers profile rank in a search? And why?

- When you do a keyword search for the reviewer, based on their title, where do they appear? Page one? Further back? You can’t find them?

Proper structure and targeted insertion of titles and keywords result in top rankings. As anexample, if you search on “LinkedIn SEO Expert” or LinkedIn and Media Authority Expert”, my profile is on page one and in the top three. #1 – Viveka Von Rosen! That should be no surprise. She has earned that place in the rankings, regardless of her profile structure.

Nonetheless, the top three is just fine for me. Prior to changing the structure from a focus on job seeker to marketing, my previous titles and structure kept me at or near the top in an entirely other category…retail. The profile can be oriented to maximize search indexing as you desire. I can move it back and forth at will. And so can you!

If the reviewer can’t develop a profile for themselves that gets them a top ranking, why would you believe that they can do it for you? I'm not trying to be over critical or harsh. It is just fact and is not personal in nature whatsoever.

• What other areas of expertise do they bring to the table?

Recruiter? Hiring Manager? Professional resume writer? All have a role in developing appropriate text. Will all have slightly different viewpoints? Absolutely. But all are sincere in offering the best advice to you.

So while you seek out the information that you need to meet your objectives, consider the sources. All are well meaning. Some bring exceptional talent; others do not have the overall expertise to offer more than to be supportive and offer the advice that they are comfortable in giving (which is a good thing).

Most of the following do not offer a free review but contribute an enormous amount of valuable information to discussion groups in many of the job related groups. Lisa Rangel, Dave Reilly, Beata Staszkow; just to name a few.

Take a final look at both sides of the process. From the user perspective, seek out advice and then choose wisely. Don't act on impulse. From the reviewer perspective, "Primum non nocere" (Latin)… "First, do no harm." Consider the considerable impact that you can have and proceed with caution and do not wander beyond your talent area.

You will succeed in your job search. Believe it!

Have you created a World Class Brand for, and of, yourself?

Branding. Companies spend millions of dollars to be recognized as a World Class organization. World class can mean many things to many different people but all situations have one thing in common...they are the best at what they do.

Before we look at the importance of personal branding, let me share a few examples of organizations that have achieved World Class status.

For some, it's as simple as having their company name automatically become associated with a world wide brand.

Apple! Who thinks of a fruit when you say the name? Few if any. Apple is the iPhone, the iPad, the Mac! Computers and technology, readily identified by that one word. Is it any wonder that Apple has more cash reserves than any company and most, if not all misgovernment!

Walmart! Another entry into the world class arena. What comes to mind when you mention Walmart as a company. Many things, and a few not so flattering ones. But, Walmart is and continues to be the #1 retailer in the world. Why? Execution of their business model. Low, highly competitive pricing. Mass merchant. One could argue that they are losing ground to Target, and that is true. But they are far from being overtaken.

Nordstrom's - On the other end of the pricing scale is this very upscale retailer. Pricing is NOT their business model; exceptional customer service it. And it is legendary. You will never find service at this level, and with a high degree of consistency, anywhere else.

And one more!

Amazon - no, not the river! Amazon leads in merchandise selection and markets it very well. No one comes close to the volume and merchandise assortment. Amazon truly owns the online retail world. It was easy in the beginning when there was no competition, small or large. Now, nearly every retail organization of size has an online presence. And they continue to produce growth numbers annually.

Enough plugs for these World Class retailers. They are doing just fine!!

So what about your brand? What makes you different in the sea of job seekers? For many, the answer is one of not having a brand. You are highly skilled, well educated and have years of successful experience behind you. Unfortunately, so do many others. You are another apple (the fruit this time) hanging from the tree. You look the same as all the others.

Branding starts with your creating a mission statement just like organizations do. What do you want to accomplish and when successful, what will be the end result. You will be the BEST at who you do.

Step two is building upon that mission statement and defining the behaviors and competencies that will guide you towards your goal. Be specific. It's your road map.

Once you conceptually have the goal in mind and have developed the necessary competencies to achieve it, it's time to market your brand (you).

Your resume is one place to start. What are your major accomplishments? It needs to be more than just a list of positions, titles, and responsibilities. It needs to be well written and please, no spelling errors. And it needs to represent you and not just your experience. It is a tool. It is an advertisement. Does your resume reflect the same level of quality as the last Apple advertisement that you saw?

The same can be said for LinkedIn profiles. Let your top accomplishments lead the way as you again market yourself. Any place that you are represented, be it your business card, a personal website, postings that you make online, the spoken word; it makes no difference. You must present yourself as World Class!

I want to share a short story that exemplifies the brand and how little it takes to damage it. It relates to Disney, another World Class organization that protects it's brand every second of every day..

A young girl and her family are going to Disney World for the first time. She is so excited because she is going to visit the Magic Kingdom and Cinderella's Palace. Her hero is Cinderella herself and she is going to get the chance to meet her!

Upon entering the gates, she is off and running with her parents in tow. The little girl just can't wait any longer. Running around, over, and sometimes, through the crowd, she arrives at the Palace. Not seeing Cinderella, she walks around the outside of the Palace and in a back corner, out of sight of the public, she spots her hero. Cinderella is at the top of a short flight of stairs going into a secluded entrance to the Palace. She runs wildly towards the stairs, all the while yelling out "Cinderella, Cinderella". As she arrives at the base of the stairs, she gives out one more shout, "Cinderella". And this time she was heard. Slowly, Cinderella turns around to face the girl... with a cigarette hanging out of her mouth!

The little girl is devastated. All of her dreams of the perfect "princess" are washed away in a split second. And, at least for this child and her family, so it the brand. The brand that Disney worked so hard to develop and fine tune was gone in the twinkle of an eye.

You see, it doesn't take much. Walt Disney, himself a smoker, was never shown with a cigarette in hand (and he was a chain smoker). It was airbrushed out. His brand concept did not associate itself with smoking. Why? The most loyal fans were children!

Remember that when you develop your brand. The efforts that you put into becoming recognized as World Class can vanish . Create your personal brand, continue to develop it to higher levels, and never forget just how fragile the brand really is.

More next time...

Using Outlook to control Email! - It's not an "out of the box solution"

We covered email and the basics of managing it in the last post. This time we will focus on Outlook and how it can be used to properly manage the process.

Why do I say "properly" manage? Simply put, Microsoft Outlook, right out of the box, will do more to take time away from you rather than save it. We spoke to managing your time through effective use of Outlook as a tool. And we can! However, Microsoft is a software developer, not a productivity organization. As such, they strive to put all the bells and whistles into an application as possible. The why is so that they can create perceived value and drive revenue.

Think for a moment about how you organize your day? Some make a "To Do" list and check off each item in the order written. Some take the time to prioritize the list but still use the "checklist" process. In both examples, email is not usually on the list! Nor is time.

Prioritizing the list is an excellent way to determine what needs to be done, and in what order. What it does not address is the time involved. So let's look at Outlook and see where we can make changes to more effectively use it as a tool.

First things first. TIME is what matters. So would it not make sense to have Outlook open to the Calendar page? One would think so but, in case you haven't noticed, it opens to the email page. Why? Because Microsoft markets Outlook as an email platform. In can be much more than that in the hands of a knowledgeable user!!

Step one - change the settings to have Outlook open on the calendar page. Take a look at your day. Meetings? Calls to be made? Other "time" activities? You should find all of those on the calendar.

Step two - turn off the reminders! You just looked and you should be working from the calendar page. I promise, once you get the process down, you will not forget to do something that is on the calendar.

Stop! You said this was about email. When is that coming? Well, it is coming right now. We just needed to set your frame of mind around time rather than the email itself. Now that we have done that, let's move on.

There are many moving part in managing email and we will cover many in future posts. In this one, we want to just set up Outlook properly so that we can use it to manage the email rather than having the email manage us.

In the email settings, you will find many defaults that need to be turned off. They are time robbers! First, let's turn off the notification! You know what that is, right? It's the little envelope that pops up on your desktop or withing Outlook every time an email arrives. And every time that email envelope appears, what do you do? Of course, you look at the email. It makes no difference that you are in the middle of a time critical item, you look! Does this possibly bring Pavlov's Dog Experiment? Do you mentally salivate every time the envelope appears?

Notification OFF. Check! Now what? The second big time robber is the "reading pane" view. That's the one where you get a sneak peek at the first few lines of the email. Now tell me that you don't read the first few lines but may not open it to read the entire email. Think of that process similar to moving the paperwork that you need to do from one side of the desk to the other, moving from pile to pile and never getting done. Reading pane - OFF. That kills time robber #2.

Now let's go back to the Calendar! Schedule time to review and act upon email. I can here you say, "what do you mean schedule time to read email". And my answer it exactly as it sounds. Block off time on your schedule to take care of the email! Only you will know if it takes 30 minutes or an hour. Some may get it done in even less time. The difference is that your email is no longer a time robber. You set aside time to address it!

And now that the time has arrived to deal with the "Inbox", we need to set up 4 very specific action to take with each email. No shuffling it back and forth. No setting flags on it (the why to come later). Nope, we are going to deal with it now. Her are the 4 actions ( or the 4 D's).

1. Do it now. You read the email and can take action (it requires a response of some type and the information is handily available). In that case...DO IT!

2. Delay. In other words, schedule it for a future time. You may need more information, files that are not accessible right now, or you may not currently have time and it is not critical.

3. Delegate. Is the request in the email something that you have to do personally or is it something that just has to be done and you have staff that can assist? If it's the latter, delegate. And then set a schedule to follow up to ensure completion.

4. Delete it! You read the email. It did not require action or your part nor that of a staff member. While it was informational, it was not something that required retention in a folder. Now DUMP it. Get rid of it. Clear it out.

The above process, the 4 D's, is going to take you out of your comfort zone initially. Understood! But being uncomfortable is part of stretching and learning a new way of doing something. You will feel better, I promise.

W just scratched the surface on using Outlook for time management. We changed only a couple of settings, so far.  Yes, there are more to be made. In the meantime, focus on what truly is important and eliminate the time robbers that we addressed above. Do that and you will have "created" more time to work that priority list.

More to come in the next post.

Optimize your LinkedIn profile and resume for results

3 job offers in 60 days after I optimized my LinkedIn profile. It didn't eliminate the hard work on my part but I had recruiters and hiring managers contacting me! Here are some pointers below...

I attended a "free" webinar and then purchased the SEO (search engine optimization) program. What I found is that is was not worth $400, regardless of the potential. But it was worth 1/3 of that, just to have someone else get the profile optimized. It's amazing how much SEO, if done correctly, moves you to the top in searches and the resulting profile views go up dramatically. After you complete the LinkedIn profile, Its time to work on the resume.

You need to literally do a SEO on your resume, as you did with the LinkedIn profile,  and customize it to the position sought. One master template and 3-4 variations are all that is needed. But if the profile and the resume lack the keywords that the employer seeks, you don't get past first base. No one sees you.

As I proceeded to take on the challenge of getting noticed, I had a number of takeaways. I needed to be specific in the position I was seeking AND match keywords to the various job descriptions that I considered applying to. It was not sufficient to have general categories. I then had to find the jobs and at the same time have recruiters find me. I was doing the first well; not so much on the recruiter end.

As we all know, not only is the market place a tough environment but the methods of seeking employment have changed dramatically over the past few years. I'm a 40 year veteran of the retail world and that much experience is as much a hindrance as it is a benefit.

I started offering to optimize profiles for some of my friends and the results spoke for themselves. A far larger network to utilize for getting inside information on open positions; more profile views daily too.

>>Are you frustrated with your job search and getting the network necessary to promote yourself?

>>I solve this.

>>I solve it by helping you build and refine a profile that will attract views and get your information in front of decision makers that seek you out! One hour is all it takes to take your profile to the next level and differentiate yourself from the job seeking competition. 
Ask me how I can help you. It does make a difference!

Email Management

In the last post, we covered the overall need for an effective process to control time. Failure to do so puts the control into the hands of others and their time.

Today we will look specifically at email and it's impact on your time and productivity. One of the biggest challenges that we face daily is getting control of the Inbox.  And do not kid yourself, it is an enormous task to complete.

In most cases, your inbox is out of control! If you have mail on a corporate server, how many times have you been in "Email Jail". In other words, your mailbox is full. No more email in or out until you begin to clean it out. Trust me, and I speak from personal experience, having to spend hours going through email just for the sake of having access to your email is far from being a productive use of your time.

So as we did a bit deeper, I have some questions for you to answer. How many total items do you have in your inbox? For those using Outlook, look on the bottom left and you will see an item count. Is it 20? 50? 100+? Or are you in the thousands?

How many of you use the Inbox as your to-do list?

How do you feel with several pages of email in your mailbox? IS scrolling to the end time consuming? Do you have to use the search function to find the email that you need NOW?

Yikes! Is that really what email can do to you? Surely you are exaggerating. Not so. The average email user has hundreds of emails sitting in the Inbox. That creates STRESS! Fixing this by moving items is not a long term fix, but it is a short term remedy. So lets start there.

First, do not use the Inbox as the catch-all folder! Your first goal will be to clear your Inbox daily. To to so will require you to schedule uninterrupted time to process it. Depending on your volume of emails, you may allocate time three to five times a day. Four is best but be flexible. Remember, your single focus will be on processing the email.

Read the items once! And then decide...
Do it now - if you have the information requested, get it done!

Delegate it - Is there a member of your team that more readily has the information (or the time) to respond? If so, are they not the right person to address the email? Sure they are.

Defer it - are the actions required in the email due NOW, or in the immediate future? If so, you handled it through one of the above choices, either Do It Now or Delegate. If it is not time critical or has a number of actions that occur across days...Defer.

Delete it - you read the email and it is either not pertinent to your functional area, is informational only and no action needs to be taken, or it just might be SPAM! So read it and then get rid of it! It's the big X on the top of the ribbon panel for those not familiar with deleting email! :-)

You will need to create folders that you can store action items that were deferred, for important documents that you may need to refer to, and for tracking purposes. Careful planning here saves time in the future. Don't just create 100's of folders so that you can get the Inbox cleaned up. That defeats the purpose.

Set up "Rules" for your Inbox. Outlook has the capability to filter, sort, and organize emails into folders that were set up. Some examples of rules to be set up... junk mail, Cc mail (these are informational, right? If you were to respond, you should be in the "To" address line.

Sound easy? It can be but a few things to consider.

Outlook is not set up to be an effective tool  right out of the box. It requires some changes to how Outlook looks and feels.

There are action steps to be taken on your part once you have Outlook (or another email platform) settings changed. Outlook is a tool. It is not the sole answer.

Discipline. The best tools in the world are not worth 2 cents if you don't effectively use them.

That's the overview of email. Next we will cover just what steps that you will take to accomplish the actions above.

Welcome to MakeTimeWork4U

Welcome to the first installment of my blog. I hope to cover many areas of time management, sharing ideas and best practices, and answering questions. I hope to create content based upon what you want, need, or have interest in. Join in on the action, discuss, offer ideas, and request topic specifics at the MakeTimeWork4U group on LinkedIn. MakeTimeWork4U LinkedIn Group

Time Management – what is it?

To properly define time management, we must first identify what it is NOT. While it may be obvious to some, time management is not a calendar, a To Do list, a notebook, a software application, or a PIM (Personal Information Manager). Those are all tools that aid and assist you in managing your time by keeping your information in one place. And one place is important and we will discuss that further.

While many mistake the tools as Time Management, remember, all are inanimate objects. Each does nothing without input from the human being using it! And without a sound methodology upon which to base the use, these tools rob more of the precious time that you are trying to recover or gain control over.

Are there days when you feel like this?

Well, enough of that! You get it, right? So to ask again, what IS time management? In theory, it is a discipline and a behavior. It is a conscious focus on time and productivity and taking direct and specific steps to take control.

It is a process that one applies to organize the planning process, establish and manage priorities, more effectively communicate with others (and track that communication), and organize the information that you need in a manner that becomes readily available to you.

The communication can be verbal (in-person or over the phone) or written. In our current culture, the written format of communication far outweighs that of the verbal. And email is the number one method of communication.

Effective and continuous application of the process will lead to some relief from the heavy workload stress that we all encounter on a daily basis. Properly using the tools available, and there is no one right tool, will become a valuable tool in your arsenal. 

What is the best time management concept to use (and be trained in)?

There are many organizations that offer some type of productivity/time management trainings. Some of the more recognized are those offered by Franklin Covey ® and Priority Management ®. Both offer programs that utilize software applications such as Microsoft Outlook and Lotus Notes, and well as device specific offerings for use on Apple, Android, and BlackBerry. The one that is ultimately the best for you is going to be the one that you will use and adopt.

I have been trained in both Covey and Priority Management programs and both are excellent offerings. I have chosen to utilize the “Working Smart with Outlook” program offered by Priority Management. That does not mean that the Covey offering is inferior. I believe that they have equal footing and I merely choose one over the other based on personal preference.

Regardless of if you choose Priority Management, Franklin Covey, or any other recognized vendor, the most important thing is to USE the tools and techniques and develop the discipline needed to control your time. Do so and you control your time. Otherwise you will let time control you. That will lead to stress, frustration, lower productivity, and in some cases, health issues. You cannot burn the candle at both ends forever. And there will ALWAYS be more work to be done.

I’ll finish this segment with a real world example of the results of successfully applying the principles of a good time management program. In the 8 years that I have used the techniques and tools of the Priority Management training, I have not missed 1 deadline. I have not missed completion of any task. I have far exceeded the productivity levels that I had achieved previously. And I have been able to free up time in my day to handle the unexpected without creating undue stress. And if I can do it, so can you!

Take control of your time and RELAX!

Coming up next – Email Best Practices