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How to LinkIn?

– The Secrets of Career Design Augmentation and
Skills Marketing by www.bobpanic.com

1 CAREER DESIGN VS. JOB SEARCH
The internet is filled with articles and research on all forms of job search tips and “secrets”.
My aim with this “Career Design” focused whitepaper is to get you to think a little different about
job searching and introduce the concept of what I call Career Design Augmentation.
Who am I? Just got to www.bobpanic.com …but in a nutshell I am an independent consultant, a
solutionary, an individual who invests in my professional social profile and my personal career
design…
I love to help my clients and connections. This is my thanks for their support
I get asked all the time about my web page, LinkedIn profile, job search, work drivers, life philosophy
and business deliverables.
This eBook is a short snapshot into what it takes to invest in your career and to contribute, not just
to your client’s delivery, but to your chosen industry.
This eBook covers what you should aim to do to manage your career design or even re-design your
professional service and industry focus – but there are a few secrets not even I can publically discuss,
however those who I professionally mentor know the powerful secrets I can impart…
I am neither going to agree or disagree with any article or suggestion written about job hunting.
Most are written by those who work as recruiters or in HR. Many books have been written and much
has been said.
The end result: there is no right or wrong.
Do your research on power words and resume formatting or if you have a bit of spare cash splash
out on a professional writer for your resume… But before you spend your heard earned money on
getting others to do your work, I want for you to seriously think about the following:


You don’t have to have every element active in this article, writing blogs, articles and
whitepapers is not for everyone. But aim to follow the guide to creating your profile that reflects
what you do, what you have achieved and what you want out of your career…
Aim to develop the ability to empower and educate yourself on varied job searching techniques,
resume styles and how to write your own resume…
Unless you are a blue-collar worker, a working class person, a tradesperson, you should take full
control of your career profile and personal advertising using social tools like LinkedIn – but don’t
forget the simple power of basic human relationships – keep the ones you have strong! The
compounding power of “a personal recommendation in time of genuine need” is more powerful
than any social media profile will ever be!

…the secrets of career design… by www.bobpanic.com


Learn how to teach yourself! Stop wasting time watching cat videos and learn how to do your
own research and educate yourself. Don’t waste your money on courses or training UNTILL you
at least exhaust the vast array freely available knowledge, not just on the internet, but in
libraries and even in general conversations and observations of your fellow humans.
Take an active interest in your chosen profession, no room for wall flowers or excuses of
boredom, know your sector, know the players, know the recruitment specialists who work the
room of your chosen career
Read this eBook and try to discern the secrets of “Career Re-Design” change is inevitable, career
evolution is a fact and the job you have today, in all likelihood, will not exist “tomorrow”
Get a mentor. I have not got to this stage in my career by my own devices or by reading eBooks
such as this. Mentoring is an investment on both parties both in time and money, make the most
of the mentoring moment.

This eBook is my findings, my secrets and my mantra to successful career design, it is no guarantee,
nothing in life ever is, but I do warm my mentees: “careful what you wish for”…
“No right, no wrong: but you must stand out from the crowd!” Bob Panic

2 NETWORKING – THE HOLY GRAIL?
“It is not what you know, it is who you know”
Or is it?
Let’s say I am Linked-in to 1000 individuals what % of those individuals will, or could, give me a job
or help with my career?
I need to also ask: Do I trust them with my career, and will listening and acting on their advice give
me the career trajectory I need to a) get me out of my current rut or b) get me to where I want to
go…
Unfortunately for the majority job search is a chore, a stressor that is a great pressure along with the
general burdens of life.
Job interviews are sweating salons, perspiration washing our insides with worry and dread. Have you
ever been asked to do a presentation on the spot in an interview? Or sit in front of an interview
panel, glaring eyes, inquisitive questioning and a barrel of thought provoking peering, soul searching
(or moronic) interrogations. Have you ever been asked, out of the blue, what you are currently
reading from a hipster 1/3 of your age, for no valid reason other than the fact the “man-child”
thought it would be a good, smart arse, question to ask?
This is the job search in modern era. These are the hoops you must jump to just get in the door.
Employers and HR hold a lot of power, and when you are jobless or in need of a break, you will be
the poor Dicken’s character, holding out your starving arms, trembling, asking in broken tones “Can
I please have some more”?

…the secrets of career design… by www.bobpanic.com

Networking is the start of what could be called the “dark market” for jobs.
Apparently a good 60 to 70% of jobs are never advertised. 90% of the retail jobs market is filled by
someone saying “oh, we need a…” and another employee in the same company saying: “well, I know
someone…”
The strangest connections have given me some of the best jobs at the time I needed them the most.
Sure I had to travel far, but the sacrifice is having a pay cheque or falling fowl of creditors.
The best way to manage your career and build a profile of connections is LinkedIn.
The past two years have seen some major improvements to the LinkedIn platform and for someone
such as myself who has used the site for almost 10 years, the depth and complexity (and finally some
good looks) will ensure that this site is the pre-emanate professional social site for many years to
come.
But there are others! Sure. The internet is filled with “others”. Some sites might me very suited to
your industry sector, if employers are looking for your skills in a specific location, then guess what?
You should be there! The concepts that are discussed in this eBook can be used in any social media
platform, yes even in the dreaded Facebook!
Spend your investment wisely.
But the sites are free, right? Yes. But your time is not. One of the first things I teach those I mentor is
to work out what their “hourly rate” is. Using a number of factors, each hour in every day should
have a “$ value” or a “Goodwill value”. You can even put a value on what I call your “Resting Value”.
Social Media has been designed by some very, very smart people to absolutely enamour and
BEDAZLE you. You have to force yourself to be peeled away, this is not just by design, there is some
very expensive science and research involved. Trust me. I have been involved in the development
and implementation of eye tracking software for web design and advertising conglomerates. Hard
proven science.
Every minute is costing you in some form of currency. So pick a social media platform that you know
is being used by those who are “employing”, and not recommended by your knitting circle.
As someone who is connected to over 6000 individuals on LinkedIn, I will be the first to say that I
have a considerable mix of quantity vs quality. The quality aspect is not those connect to who I am
connected, that are not relevant to my field of employment, and in fact it’s exactly the opposite.
A poor quality connection is one who never responds to your message or just connects for the sake
of connecting. These “connections” horde valued invites and waste your time in the long run.
Ask: “what is the point of this connection? What can I learn from them or how can I help them? How
will/can this connection help me?”
Valued Connections:

Peers, managers, team leaders, CxO’s and captains of industry,
Mentors, entrepreneurs, LinkedIn recommended connections,

…the secrets of career design… by www.bobpanic.com





Thought leaders, those with interesting jobs and positions,
Blue collar workers: cleaners, mailroom specialists, plumbers, electricians, cooks…,
Librarians, small business owners, lawyers, medical specialists, nurses,
Recruiters! HR staff and management, human capital specialists! – This is what LinkedIn is all
about!
Any one that can add value to your professional or private life – act judiciously, take care in
the social company you keep – avoid time wasters, fraudsters and MLM’ers

“Human capital management staff (HR) and recruiters are some of your most valued connections,
they live and breathe LinkedIn (and other social media, so be aware), help them to help others and
they will in turn help you when you need them the most” Bob Panic

3 MASTER YOUR LINKEDIN PROFILE & ADVERTISE YOUR
SKILLS!
The following is a pictorial view of some of the key features I recommend to use to mold your
professional career profile.
There are a lot of recommendations below based on my experience in using LinkedIn, the screen
shots may not represent what I am sugesting. There is nothing naferious about this, is that I do a lot
of experiments on LinkedIN (time permitting of course) and get mixed results and feedback (hecnce
the experiments). My written recommendations are best practice and are based on personal
observations, so feel free to experiment, but be warned that some of your connections might
provide some friendly advice, others might not be so friendly
Tips:


Spend your free time (not work time!) engaging on LinkedIn rather than farting arround with
Facebbok or likeing fluffy cat videos (I know I find them very cute too) on YouTube
Match your Linkedin Profile to your resume as much as you can. Be warned that recruiters
and HR are investigating “Shirlock Holmes’es” and tend to get confused with complex
profiles and compex resumes
Dissconnect! LinkOut! Whatever you choose to call it, if you are getting a lot of “poor
connectors” clean house!
Think long and hard about my statement below and what it means for carrer design:

MASTER TIP: “Aim your profesional social profile (and resume!), not for the job you have, but for the
job you want” Bob Panic

LinkedIn and you – The Main Pages and views

…the secrets of career design… by www.bobpanic.com

Screen Shot 1
HOT TIP: Turn off Notify Your Network when making a ton of changes to your profile (rememeber
every change can triger a notification) …when you want your network to notice your updates, then
turn on the “Notify your network” option BEFORE you make any changes…
Screen Shot 1 shows a number of key attributes of the LinkedIn main page that I would like to
highlight, here are some of my key tips:
1. Picture Perfection! It is amazing the amount of comments that I get related to my LinkedIn
profile, 80% are about my profile picture. My current profile picture has created a number of
comments (i.e. they prefer the old photo) but my experiment worked (got people talking).
However best practice is to have a relaxed, passport style (face focus) photo. So take a few
selfies (most of us secretly do anyway, admit it!) and post a clear engaging photo (smile or
smile with your eyes as the proffessionals call it). The least feedback that I had (the social
media equivilant of acceptance) was the classic ¾ face forward crop photograph.

…the secrets of career design… by www.bobpanic.com

2. Name and Tile: This is THE MOST IMPORTANT part of your profile, this is where, if you want
move to a new role, or advertise your current, you must place a job title.
a. Name hints: avoid your legal name if it is a complex one (like mine!) and use a
common, or “known as” name. Oviously if there are cultrual sensitivities arround
using a common name or “Anglo” name, then by all means use your given name.
b. Job Title: Look at the role you have and the next job you want and create a targeted
Skills based job title. This is what recruters and potentail employers are looking for
when they search ypour profile. Avoid terms in isolation like: Manager, team leader,
programmer, cook, chef, gardener etc. Focus on creating a focused skill title: SAP
ABAP Developer, .NET Developer etc… Aviod statements like: Super Awesome Tech
Wizard, Worlds Greatest Plumber, Laywer To The Stars unless you are not fussed
about career progression and design (if that was the case you wouldn’t be reading
this eBook)…
c. Location: Use this field to help recruiters find your local skills! If you want to target
jobs in other regions, the field can be customised as needed to reflect your location.
At one statage I had Global, and that just seemed to confuse everyone for some
reason…
d. CONTACT!!!! If you are in the job search game, make contact you as easy as
possiable, not everyone is a 1st connection with you so place either your LinkedIn
email address or Mobile/Cell phone for easy, direct access to you. It works and is a
must have insider tip to add to your job title – it is a free text field, so use it to your
advantage!

3. “Who’s looking at you kid”… Insider Tip: “Who’s Viewed Your Profile” is a great way to see
who your profile is attracting and gives you a proactive opportunity to engage new
connections or reach out to existing connections who might be looking at your profile either
out of curiosity or they may need your skills!

…the secrets of career design… by www.bobpanic.com

4. Profile Strebngth: This is an indication of LinkedIn profile maturity and completemness, the
more detailed your profile, the more connections, the more group communities you are
involved with, the stronger your profile. Aim for at least “Expert” level. I have dropped down
to expert due to my experimentation, so make sure that you follow what LinkedIn
recommends in setting up your profile. Also look at others profiles (especially senior
directors and management, or busioness development managers as that know how to sell!)
5. LinkedIn URL: This is a great way to drive traffic to your LinkedIN profile. Add it to your
resume, your email card, your web page, your business card, your articles and white papers,
everywhere and anywhere. Hot Tip: Get your linkedIn prifile right and looking professional
and then use the URL…

…the secrets of career design… by www.bobpanic.com

Screen Shot 2.
1. What have you done lately? Your recent Activity tab is a great way to refresh upon
your recent posts and conversations (See Recent Activity Page screenshot for more
tips)
Recent activity page

This page shows how you are engaging the LinkedIn community and your
connections. You will be able to see “Likes” on topics and read/respond to comments
from your LinkedIn connections. Latest LinkedIn trends are “Pictorial Affirmations” so
find (or create) and powerful, professional statement and post for engagement
opportunities…

…the secrets of career design… by www.bobpanic.com

2. …ways to keep in touch: here is a master tip: Don’t just click “like” or “Skip” select
“comment” and make a personal approach of congratulations and if they are a
recruiter or employer don’t forget to sell your skills 
3. Kick off conversations with “New Updates”… This is a great little tab, click on it and it
expands on all the updates from your network. Use the updates to kickoff
conversations, provide input to topics of interest and… you guessed it, sell your
skills!
Master Tip: “If you have nothing to say, then don’t!” unless you have something
pertinent to say, don’t just flood forums with empty banter, one well-chosen
statement is better than a thousand empty words…

4. Publish a post! This is the best way to grow and engage. If you have something to
say then say it! Quality is the rule.
Show your industry expertise with a published post, it’s amazing the conversations
you will start!
Published:

The new and improved Published tab is a great way to keep tabs of your published
posts. Keep regular eye on your published articles and posts, respond to feedback,
and continue the conversation

…the secrets of career design… by www.bobpanic.com

Master Tip: ADVERTISE, Advertise, Advertise!

1. Use the awesome power of integrated social media tabs to advertise your hard work
and publish posts
a. Click the LinkedIn social icon…
b. You will get the below screen:

…the secrets of career design… by www.bobpanic.com

…the secrets of career design… by www.bobpanic.com

This is a very powerful way to spread the word on your published articles, subscribe to open
groups in the field that your articles would do the best or be suited towards, you will access
to a whole raft to new readers outside of your active LinkedIn connections
Feel free to send articles to interested individual connections too.
You want a strong industry profile? Get writing, get “published” and advertise your valued
advice!

Who has viewed your posts… This is very powerful tool with in LinkedIn use it to your
advantage especially to see which topics are trending so you can create more articles
focused on these topics…

General LinkedIn Profile hints and tips:
LinkedIn Profile Summary: Create a statement on what it is that you do and what your
gaols and aims are, focus on what drives you, what you feel passionate about in your career.
Keep it short, make it personal and first person. This is you speaking to world!
Tips: Add media and examples of your work to this section it is a great engagement tool.
Even a “Video Resume – or Vesume” can help you stand out and get noticed…or at the very
least get a conversation started…

…the secrets of career design… by www.bobpanic.com

Experience: This is the section where you state your work history, dates and roles, this
section should align closely to your resume. I have moved to a “skills used” format as an
experiment which deviates from my resume style (another experiment).
My recommendations include profiling your key successes rather than listing your skills,
make it first person and try making it a little informal rather than too robotic, tell your story for
each job that you have worked on.
The other option is to strip it back just to role title and dates (a lot of senior management do
this). Once again no right or wrong, but keep it professional (no stupid comments about your
employer) and keep in clean and tidy. Show examples of your work when the system allows
you (Remember to remove all commercial in confidence details!)

…the secrets of career design… by www.bobpanic.com

Volunteer: express your social conscience…This section allows you to show your human
side, my belief is very much “don’t let your left hand know what your right hand is doing” but
there is nothing wrong with showing the Charites you support and the causes you believe in.
This shows maturity and strength of character and a great way for potential employers to
know what makes you tick and what drives you outside of the office…

…the secrets of career design… by www.bobpanic.com

Projects… If you are involved in side projects (inside and outside of work hours) this is the
section to tell what you are involved in, this provides a rounding to your capabilities and
shows that working with others/teams is natural.

…the secrets of career design… by www.bobpanic.com

Publications: Use this section to develop your industry influencing profile. Those who are
seen as industry influencers tend to get more invitations to connect with more fruitful
experiences, grow your profile by the creation of whitepapers and writing about your industry
experience

…the secrets of career design… by www.bobpanic.com

Skills and Endorsements: I am sorry but I do find this feature a bit pointless, I understand
what the ultimate aim of such a section is, but how many of our endorsements are really
from industry friends or individuals that we have had no professional association with. There
is nothing wrong in getting recognition for what you do, but I am on the fence when I am
asked to endorse skills of my connections with whom I have had no dealings with…

…the secrets of career design… by www.bobpanic.com

LinkedIn “Value Add” screens… some of my biggest frustrations with people’s LinkedIn
profiles is the lack of contact details easily visible to potential customers, business
associations, recruitment connections.
You want to make money and get in contact with potential jobs and or business? Then fill out
the sections and add your email and mobile phone number!

…the secrets of career design… by www.bobpanic.com

Groups: For many years LinkedIn has restricted users to only 50 groups. 50 is a lot of
groups, but I still hate to be restricted with limitations. However my tip is to join open groups
(you can post freely, without moderation) and select industry focused groups that open the
possibilities for further profile advertising and individual input.
As with anything in life: quality, not quantity.
Select a few groups that you will be an active participant and contribute on a regular basis.
Setting up your own interest group is great, but be warned that the LinkedIn community is a
bit “Grouped-out” and you are better off supporting the myriad of existing groups that cover
all special interest groups.
Advanced Hint: Joining open groups provides a direct link to group members for you to
build an audience and drive traffic to your profile and build your industry cred…

…the secrets of career design… by www.bobpanic.com

Following: Find LinkedIn Influencers to follow, it is very educational to be connected to
peers and some of the free advice that they provide is very helpful indeed!

…the secrets of career design… by www.bobpanic.com

Discover more! I never noticed this until I prepped for this web article… This option allows
for you to build your industry profile by connecting to leading lights

Always something new to discover!

…the secrets of career design… by www.bobpanic.com

Connection Connecting… Spend time in the connections page and look to add quality
connections
on
a
regular
basis

…the secrets of career design… by www.bobpanic.com

In conclusion:
Remember if you are ever unsure of what path to take and how to best reflect your work
experience, just follow what other successful people do!
Some great examples of LinkedIn profiles:
https://www.linkedin.com/pub/bert-van-der-velde/1/511/611
https://www.linkedin.com/in/shawnmmiller
https://au.linkedin.com/in/stewartpitt
https://au.linkedin.com/in/kellymagowan
https://au.linkedin.com/in/jamiemcintyre21
https://www.linkedin.com/in/ajrobbins
https://au.linkedin.com/in/craigcolvin

…the secrets of career design… by www.bobpanic.com

…the secrets of career design… by www.bobpanic.com