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THE

Millennial
PLAYBOOK
A PLAYBOOK FOR MILLENNIALS,
BY MILLENNIALS
T H E M I L L EN N I A L PL AY B O O K 2

Table of Contents
INTRODUCTION

A Playbook for Millennials, by Millennials


Why We Created a Playbook for Millennials

CHAPTER CHAPTER CHAPTER CHAPTER

1 2 3 4
A Millennial’s Millennials Taking How Millennials Millennials on
Influence on the Workforce can Build Their the Move:
by Storm Personal Brands Top Millennial
on LinkedIn Influencers
to Follow
I NTRO DU C T I O N T H E M I L L EN N I A L PL AY B O O K 3

A Playbook for Millennials, by Millennials

Millennials are defined as the Despite all the positives we hear about our group, plenty
of misconceptions abound. For example, some perceive
generation born between 1980 and Millennials as lazy, overly sensitive, and even more entitled in
the workplace. According to recent research conducted by
the mid 2000s. And I’m one of them. Carat, Millennials are also perceived to be connected 24/7,
love celebrity, be “over-educated,” and tend to overshare.
We’re the largest, most diverse
With insights backed by LinkedIn data, I’m here to dispel many
generation around the globe. In fact, of those stereotypes and shine a light on all the positives of
being a Millennial.
research shows we are more
I’m extremely proud to be a Millennial. We’re entrepreneurial,
tech-savvy, creative, and career- independent, confident, and want to produce worthwhile work

driven and have invested more


at companies we truly believe in. And above all, we believe in
authenticity. In that spirit, I created this eBook to genuinely

in human capital than previous help my Millennial peers realize their full potential on LinkedIn.
In it, you’ll find tips and best practices meant to support your
ALEX RYNNE

Associate Content Marketing Manager,


generations. success in the workplace. Many of these focus on thriving on
the LinkedIn platform. But you’ll also find inspiration aimed at
LinkedIn Marketing Solutions

marketers (and those who aspire to be one someday) sprinkled


throughout because it’s a topic and career that I live and
breathe every day.

My hope is that you share the insights in this eBook to continue


to inspire the Millennial movement taking place right now.
But don’t just do it for the bigger purpose; adapt the tips and
best practices that follow to elevate your personal brand and
achieve your personal and professional goals.

Source: “15 Economic Facts About Millennials,” The Counsel of Economic Advisors, Oct. 2014
I NTRO DU C T I O N T H E M I L L EN N I A L PL AY B O O K 4

Why We Created a Playbook for Millennials

Today’s top-performing Millennials are If you’re one of the 87 million Millennials


social leaders. And here’s your chance on LinkedIn but you’re not sure if you’re
to join their ranks. getting the most out of the LinkedIn
platform, this playbook is for you. Our
As a Millennial, you can take advantage goal is to help you build authority and
of lots of opportunities to build your thought leadership by enabling more
personal brand—and your company’s meaningful connections and earning
brand—on LinkedIn. visibility in an increasingly noisy space.

That’s why we’ve compiled LinkedIn’s first


Millennial Playbook, filled with exclusive
insights from top Millennial marketers and
enriched by LinkedIn data.

“We are not a generation


of suits and ties, but
rather creators and
entrepreneurs.”
PA G E WIL L IA M S

Senior Manager, Member Marketing


& Communications, Social Media,
LinkedIn
CHAPTER
1 A Millennial’s
Influence
CHAPTER 1 A M I L L EN N I A L’ S I N F LU EN C E T H E M I L L EN N I A L PL AY B O O K 6

A Millennial’s Influence

85 Million Millenials in the USA

2 Billion
There are a grand total of 2 billion Our economic influence is nothing to
Millennials out there in the world*; 85 sneeze at: We claim purchasing power
million reside in the United States alone. of $1 trillion annually. With a predicted
Millennials accounted for 24% of the 6.4 billion connected devices by the end
adult population in the 28-member of 2016*, there is more opportunity than
European Union in 2013. In comparison, ever for Millennials to influence purchase
this generation represented about 27% decisions, influence each other, and be
of the adult population in the United influenced.
States in 2014, and this year they
are expected to become the largest There’s also a ravenous appetite for
generation, overtaking Baby Boomers. insight into this mysterious, yet
increasingly connected generation.
Companies and individuals clearly want to
know what our deal is. A quick search on
While we share plenty of common traits, it’s not realistic to group 85 million Americans
Google and Twitter reveals:
into a single persona. Clearly, all Millennials do not prefer to consume content in the
same manner, with the same intent, on the same platform. In fact, research by Carat
surfaced four distinct groups of Millennials.

Which group do you most identify with?


16 million 43,764
searches on the articles written
keyword “Millennial” about Millennials

Sources: “Thematic Investing Generation Next – Millennials Primer,” Bank of America Merrill Lynch, July 2015;
“Gartner Says 6.4 Billion Connected ‘Things’ Will Be in Use in 2016, Up 30 Percent From 2015,” Gartner, Nov. 2015;
http://www.pewresearch.org/fact-tank/2015/02/09/who-are-europes-millennials/
CHAPTER 1 A M I L L EN N I A L’ S I N F LU EN C E T H E M I L L EN N I A L PL AY B O O K 7

How Many Millennials are on LinkedIn?

As of early 2016, there are 87 million


Millennials on LinkedIn globally.

12%
38% 30%

Millennials make up 38% of Not only are Millennials on LinkedIn actively For the marketing mavens out there, more than 2 million
LinkedIn’s user base globally. engaging on the platform, but over 11 million Millennials on LinkedIn hold marketing roles, and about
global Millennial decision makers are on LinkedIn. 30% of these are decision makers.
(That’s about 12% of total Millennials!)
677,000 Millennial
marketing decision makers
on LinkedIn

Source: ComScore, March 2016


CHAPTER 1 A M I L L EN N I A L’ S I N F LU EN C E T H E M I L L EN N I A L PL AY B O O K 8

Ask the Expert with Page Williams,


Senior Manager, Member Marketing & Communications, Social Media, LinkedIn

What is your top tip for Millennials Millennials are an entrepreneurial In your opinion, which company or brand is
trying to get ahead? generation. Where do you see the biggest killing it with Millennials right now and why
opportunity for Millennials to build their is that?
Nothing is going to be handed to you; it’s personal brands on LinkedIn?
really up to each person to make things Nike. They’re coming out strong with their
happen. To do so, you’ve got to hustle, Publishing. This is where Millennials have women’s apparel line and global strategy.
take risks, and hold yourself (and your an opportunity to really showcase who And with the launch of their first YouTube
work) to the highest standard. they are, what they believe in, and how series, they are reimagining how to reach
they can add value. It’s also a way to this audience in a way that aligns with the
showcase personality: We are not a audience’s lifestyle.
generation of suits and ties, but rather
creators and entrepreneurs.
CHAPTER 1 A M I L L EN N I A L’ S I N F LU EN C E T H E M I L L EN N I A L PL AY B O O K 9

The 4 Types of Millennials,


According to Carat Research
At Advertising Week 2015 in NYC, Michelle Lynn, EVP, Managing Director, Carat Consumer Insights, and Doug Ray, Carat’s
US CEO & Global President, presented new research revealing that Millennials are not a homogenous audience (surpriiiise!).
Carat’s actionable findings outline four main types of Millennials.

#TrendNetters #AlterNatives #LYFPreneurs #BetaBlazers


CHAPTER 1 A M I L L EN N I A L’ S I N F LU EN C E T H E M I L L EN N I A L PL AY B O O K 10

#TrendNetters
M EDI A N AG E M I N DS E T

27 • Over-educated, impulsive, and likely


to carry debt
S O CI A L C H A N N EL S O F C H O I C E • Cannot always afford to live their ideal
lifestyle but find ways to do so
regardless (e.g., are paying customers
for online companies such as Rent The
Runway or BagBorroworSteal.com

Extroverts
C O N T EN T C O N SU M P T I O N H A B I T S
Introverts
Extremely elusive • Share and curate a lot, but don’t
Ambitious create a lot
• Want to be seen as trendsetters by
Forward-thinking
being the first to share something
• Addicted to feedback and thrive on
peer recognition

42%

Make up 42% of all Millennials and align most closely to how marketers tend
to overgeneralize them: Digital extroverts who are easy to find and market
to because they live their lives online
CHAPTER 1 A M I L L EN N I A L’ S I N F LU EN C E T H E M I L L EN N I A L PL AY B O O K 11

#AlterNatives
M EDI A N AG E M I N DS E T

24 • Most digitally savvy of all of the groups


but don’t necessarily have access to
S O CI A L C H A N N EL S O F C H O I C E the best technology
• Skew toward middle America and
likely come from lower-income families
• Non-conformist and not overly
optimistic
• Tend to have more friends online than
in real life, and they like it that way
Extroverts
C O N T EN T C O N SU M P T I O N H A B I T S
Introverts
Extremely elusive • Actively seek out tech and
Ambitious entertainment; consume exponentially
more video content than the other
Forward-thinking
23% Millennial types
• Hardest Millennial type to understand
because of desire for extreme privacy
• Constantly clearing their cookies and
using private browsers, making it
difficult to determine what content
appeals to this group

Make up 23% of all Millennials (consisting mostly of males),


are introverts and extremely elusive
CHAPTER 1 A M I L L EN N I A L’ S I N F LU EN C E T H E M I L L EN N I A L PL AY B O O K 12

#LYFPreneurs
M EDI A N AG E M I N DS E T

28 • Tend to have traditional values


• Enjoy a balanced “work hard,
S O CI A L C H A N N EL S O F C H O I C E play hard” lifestyle

C O N T EN T C O N SU M P T I O N H A B I T S

Extroverts • Just as digital as the other Millennial


Introverts types, but they want to be able to
Elusive “turn off” and prefer face-to-face
19%
Ambitious conversations
Forward-thinking • Enjoy creating and seeking out new
experiences rather than spending
time in the digital universe
• Although price is important to them,
personal growth is not measured by
money

Make up 19% of all Millennials, consisting mostly of females


who are extremely ambitious
CHAPTER 1 A M I L L EN N I A L’ S I N F LU EN C E T H E M I L L EN N I A L PL AY B O O K 13

#BetaBlazers
ME DIA N AGE MINDSET

25 • Knowledge is a big indicator of


success
S O CIA L CHANNELS OF CHO I CE • Value fewer, more quality items,
friendships, etc
• Ahead of the curve and far
more global

C O N T EN T C O N SU M P T I O N H A B I T S

Extroverts • Value better content, not more


16%
Introverts • All about quality over quantity
Elusive
Ambitious
Forward-thinking

Make up 16% of Millennials and are


an extremely forward-thinking group
CHAPTER 1 A M I L L EN N I A L’ S I N F LU EN C E T H E M I L L EN N I A L PL AY B O O K 14

Ask the Expert with Katherine Lisciani,


Founder and Full-stack Marketer, Millennovation® Media

4 - 1 - 1
What is your top tip for Millennials about Millennials include a Who do you think are the biggest Amoruso and her community of
trying to get ahead? firsthand account of the Millennial Millennial influencers out there? #girlbosses.
experience and perspective. Share Share Share
Share everything. This is content original a I see Sophia Amoruso (Founder What blogs or influencers do you
something I struggle with Millennials are an entrepreneurial posted or self- relevant of Nasty Gal and author of follow to keep up with the latest
by others serving personal
myself. I hate feeling like I am generation. Where do you see the piece of update #GirlBoss)​as someone who trends on Millennials?
self-promoting in blog posts biggest opportunity for Millennials content carries major clout among
and on social media. For me, to build their personal brands on Millennial women, especially Along with conducting my own
it’s less about showing off my LinkedIn? those 25 and under. ​ research through experimentation,
skills and experiences and more surveys, and focus groups and
about sharing how I think, solve Thought leadership. LinkedIn is Amoruso maintains a highly publishing my findings in blogs
problems, and create unique a content platform. Now, not only engaged and loyal community and reports, I also leverage
solutions. LinkedIn Influencers have the who interacts with her across market research data published
ability to post thought leadership a multitude of mediums and by firms like Forrester, AMA, and
You’ve spoken at several content. You do, too! Whether channels (Instagram probably PRC (The Pew Research Center​).
conferences. Is the topic of through thought leadership or being her most engaged channel).
Millennials underrepresented sharing relevant articles in your In my opinion, the lack of media
at these events? LinkedIn newsfeed, all of your hype surrounding Amoruso only
actions on LinkedIn should serves to credit her power of
I think the topic of Millennials be focused on building and influence even more. It tells me
spoken about by Millennials solidifying unique connections that her reach is not dependent
is underrepresented at these with those in, or adjacent to, upon attention or traffic driven
events. I see an abundance your network from other sources, but rather,
of dialogue on Millennials, but that her community is a living,
the majority of it seems to be I like to practice the 4-1-1 rule of breathing, moving organism,
extremely speculative. Very few daily content sharing. and its vitality hinges on a
reports or articles published mutual shared identity between
CHAPTER
2 Millennials Taking
on the Workforce
by Storm
CHAPTER 2 M I L L EN N I A L S TA K I N G T H E WO R K F O R C E O N BY STO R M T H E M I L L EN N I A L PL AY B O O K 16

Millennial Occupations on LinkedIn

“...hustle, take
SALESPERSON
Millennials are taking the workforce by
storm. In fact, by 2020, Millennials will 2,733,905
make up 50% of the workforce. We’re
SOFTWARE DEVELOPER
hustlers: entrepreneurial, motivated and

risks, and hold


ambitious. Since Millennials comprise 1,949,755
such a large group of individuals of ADMINISTRATIVE EMPLOYEE
varying ages (and because 18–34 are
1,580,712

yourself (and
major growing years), some Millennials
are well-established in the workforce MARKETING SPECIALIST
while others are just beginning to
1,210,169
embark on their professional careers.

your work) to the


STUDENT / INTERN

From students to software developers, 1,156,593


Millennials proudly hold a diverse range
PROJECT MANAGER
of occupations.

Here are some of the top occupations


Millennials hold on LinkedIn.
CONSULTANT
960,227
highest standard.”
931,767

RESEARCH / GRADUATE ASSISTANT


PAG E WI LLI AM S
902,125
Senior Manager, Member Marketing
BUSINESS OWNER & Communications, Social Media,
LinkedIn
817,699

UNIVERSITY PROFESSOR / LECTURER

810,178

ACCOUNTANT

806,177
CHAPTER 2 M I L L EN N I A L S TA K I N G T H E WO R K F O R C E O N BY STO R M T H E M I L L EN N I A L PL AY B O O K 17

What Millennials Want in a Job

The stereotype that Millennials are not loyal to LinkedIn surveyed 5,000+ Millennials across the world to
companies is likely fueled by the fact that we switch find out how and why Millennials switch jobs. According to
jobs more than previous generations. But that isn’t the data, the number one reason Millennials change jobs
necessarily a bad thing. is to advance their careers, followed by compensation and
the desire for more challenging work and roles that are a
Perhaps we don’t want to settle. Perhaps we know we’re better fit for their skills and interests.
capable of more. Perhaps we want to be continually
challenged.

Advancement Better Challenging


Opportunities Pay Work

67% 60% 51%

Source: https://business.linkedin.com/talent-solutions/blog/hiring-millennials/2015/what-you-need-to-know-to-hire-millennials
CHAPTER 2 M I L L EN N I A L S TA K I N G T H E WO R K F O R C E O N BY STO R M T H E M I L L EN N I A L PL AY B O O K 18

The data gathered from the survey


also shed a few more insights on Millennials.

1 2 3

Millennials extensively research When it comes to compensation, The job hunt is different for
companies online. they don’t settle. Millennial men and women.
Millennials spend a lot of time researching companies Millennials won’t compromise when it comes to their Although Millennial men and women share the same top
and their cultures. In fact, compared to other generations, salaries. Nearly 80% are making more money in their three reasons for accepting a job, some reasons resonate
they’re more likely to use online job boards, company new jobs, and 1⁄3 of them see as much as a 30% bump more with one gender than the other.
career web pages, and social media to hear about a in salary when they start a new gig. This makes sense,
new job opportunity. as they are likely to “climb the ladder” early in their Women search for better work-life balance: They want
career. Clearly, they are ready to negotiate. to feel proud to work for their companies and care more
They also use more resources in general to learn about about culture fit and company values.
the company culture, which is a good reminder for
companies to focus more energy on cultivating their Men are more concerned with their compensation, the
talent brands. company’s potential for innovation, and challenging work.

https://business.linkedin.com/talent-solutions/blog/hiring-millennials/2015/what-you-need-to-know-to-hire-millennials
CHAPTER 2 M I L L EN N I A L S TA K I N G T H E WO R K F O R C E O N BY STO R M T H E M I L L EN N I A L PL AY B O O K 19

Our research also uncovered unique


21%
differences in researching a job. Millennial
women were more likely to use social
media and a company’s career website For any recruiters reading this eBook 21% of Millennials stated the reason they Your talent brand should be top of mind
to learn about the company’s culture, (Millennials and non-Millennials alike), left their jobs was to try out a new industry. when appealing to Millennials. Use online
while men were more likely to use search here’s what this means for you: As a recruiter, it’s important to consider resources, such as your career web page
engines and contact someone they know candidates who may be coming from and social media accounts, to convey
at the company. First and foremost, Millennials want a outside the industry you’re hiring for. information about your company and
job that will advance their career and a its culture.
benefits package to match. So, the best
way to get them to work for your company
is to offer both.

https://business.linkedin.com/talent-solutions/blog/hiring-millennials/2015/what-you-need-to-know-to-hire-millennials
CHAPTER 2 M I L L EN N I A L S TA K I N G T H E WO R K F O R C E O N BY STO R M T H E M I L L EN N I A L PL AY B O O K 20

Ask the Expert with Jon Lombardo,


Agency Team, Creative and Brand Strategy Lead, LinkedIn

What is your top tip for Millennials Millennials are an Entrepreneurial In your opinion, which company Who do you think are the biggest What blogs or influencers to you
trying to get ahead? generation. Where do you see the or brand is killing it with Millennial influencers out there? follow to keep up with the latest
biggest opportunity for Millennials Millennials right now and why? trends on Millennials?
Pick a fast-growing market that to build their personal brand on I​’m personally most interested
you’re excited about and go work LinkedIn? ​ eats by Dre. They do an
B in people like Kanye West and One of the people that I’ve
for the smartest people that you amazing job using each platform Drake, who are entertainment learned the most about tech,
can find in that market. You will ​It seems to me that everyone now for its respective strengths, polymaths. They do so much media, and Millennials from
benefit by learning from leading focuses on sharing snackable they continuously innovate in now, ranging from making the is Ben Thompson. He writes
thinkers, you will build a valuable content, when the real opportunity their media usage, and they’re music, memes, and lyrics that Stratechery, which focuses
long-term network, and you will is to develop expertise in a about as smartly tapped into drive pop culture to designing on technology, but because
be positioned for a career of growing field and share your sharing and interpreting culture, sneakers and clothes for Adidas technology is now pervasive,
growth in a strong market. ​ experiences, ideas, and thought entertainment and sports as any and Nike that now rival​or even reading his posts explains a lot
leadership in long-form​content. brand I’ve seen. jump over Jordan’s culturally. about how to think about what
I am always most impressed and They understand how to be Millennials are doing and how
most remember people who pen always-on, authentic, and to use those insights to build a
long, thoughtful posts that help original better than almost any business or brand today. He’s an
me re-think the world in a novel, brand. excellent original thinker.
original way. I think that’s the way
that you really distinguish yourself
and create inbound opportunities.
CHAPTER
3 How Millennials can
Build their Personal
Brands on LinkedIn
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 22

87 Million “Becoming known as a thought


Even if you’re happily employed, you
get serious perks by mastering the art of
social networking. When you join LinkedIn,
you’re joining a network of 87 million fellow leader shouldn’t be your goal.

Millennials
Millennials looking to engage, interact,
and swap ideas. You’re not just joining a It’s just the icing on the cake of
social network; you’re joining a community
of sophisticated professionals who are creating something truly innovative.

on LinkedIn
simultaneously providing value and
seeking news and new ideas.
When you’re willing to take risks and
Once your profile is complete, you’ll be
surprised at the number of opportunities do things that are unconventional,
that come knocking on your door. If you’re
not on LinkedIn, you’re reducing your you’ll find others in your industry
chances of being discovered.
looking to mimic you and learn from
On LinkedIn, you can also stay up-to-
speed on industry news. Whatever it is
you care about—marketing, sales, fashion,
you, and eventually you may earn
education, medicine—LinkedIn is a mecca
for sharing and publishing professional the respect that labels you a
content.
thought leader.”

LAUREN HO CKENSO N

Content Marketing Associate,


Checkr
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 23

Today’s Top-Performing Millennials are Social Millennials

“Your personal brand is your


responsibility. Never before has
there been more of an opportunity
to use technology, social media,
and common sense to tell your
professional story, stand up,
and stand out in an increasingly
crowded digital space.”
M EL CARSO N

Founder, CEO & Principal Strategy


Consultant at Delightful Communications
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 24

5 Ways to Showcase Yourself on LinkedIn


Enable deeper relationships with your LinkedIn network by Do you want the 400+ million professionals on LinkedIn to
building your personal brand. Showcase your strongest sit up and take notice of your hard work? Here are (free)
work, build your professional profile, and make yourself LinkedIn tools to help you show the world what you’ve
invaluable to your company in the process. been up to.

1. Optimize your LinkedIn profile. 2. Publish on LinkedIn. 3. Create a LinkedIn


SlideShare account.

4. Make meaningful connections. 5. Customize your feed by following


those who matter most.
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 25

Before we dive into the 5 tactical tools,


let’s establish some personal branding ground rules:
Authenticity is key. Be consistent. Continuously add value.

As Millennials, we know the true value of authenticity. Make sure your LinkedIn profile, resumé, and all other Helping others is a crucial—and enjoyable—way to build
The best personal brands are genuine and honest both elements of your personal brand are congruent. While your personal brand. Give advice, volunteer your skills,
in person and online. you can go into more extensive detail on LinkedIn and share client leads, write recommendations, agree to
perhaps be a bit more personal on Facebook or Twitter, informational interviews, and congratulate people on their
all of your job titles, dates of employment, and specific successes. When people know they can rely on you, they
accomplishments need to match up everywhere they remember and recommend you to others.*
appear.

ALEX M ANN
“Be authentic. Be helpful. Be relevant. Digital Strategist, Tweak
That can be said for a soda as much
as it can be for a human being.”

PERSONAL BRANDING TIP

Keep up with industry news and trends so you can continually contribute to relevant conversations on LinkedIn.
Download the LinkedIn Pulse app for Android or iOS to stay connected and educated.

Source: http://blog.linkedin.com/2009/04/07/5-linkedin-tips-on-effective-personal-branding/
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 26

Optimize Your LinkedIn Profile


“Make visible what, without you, might perhaps never have been seen.”
R obe rt B re e son

Your profile is a key component of your


experience on LinkedIn, and a complete
profile shows you’re an active participant
in the ecosystem.

7x more likely
to be found

12x more likely


to be found

Did you know that adding a profile


photo makes your profile 7x more
likely to be found in searches? And
that showing your 2 most recent
positions makes your profile 12x more
likely to be found? Simple updates like
these make a difference.
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 27

Make your LinkedIn profile pop with the following 5 key elements:

Add a professional
profile picture.

Create a distinctive LinkedIn


profile headline.

Make your LinkedIn background


photo work for you.

Customize your LinkedIn URL,


and share it everywhere.

Tell your story through your


summary and experience.
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 28

1. 3.
Add a professional profile Make your LinkedIn
picture. background photo work
for you.
Your picture is your virtual handshake.
Pick a picture that is friendly and aligned Every now and then, you pass a blank
with your role. billboard on the highway. Seems
like a missed opportunity, right? The
2. same could be said for your LinkedIn
background photo (the photo that
Create a distinctive displays above your name and headline).
LinkedIn profile headline. Many LinkedIn members use stock
photos, nature snapshots, or city skylines
By default, the headline is your current for the background image. But you can
position. But you can—and should— use that space to do much more than
customize it to demonstrate your show off your hometown.
expertise or vision for your role. Think of
your headline as your brand’s tagline. It’s
the first description many people will see,
so make it count!

PROFILE PICTURE TIPS HEADLINE TIP BACKGROUND PICTURE TIPS

• Your photo should be square. Call upon the words and phrases your • Use it to promote your multiple content streams.
• File size should be 10MB maximum. friends and colleagues use to describe • Make it a miniature portfolio of your work.
• Ideal pixel size is 400x400. If either width your uniqueness: “Trusted Mac expert” or • Establish credibility by showcasing media publications you have been featured in.
or height exceeds 20,000 pixels, your “Experienced admin assistant who never • Highlight your thought leadership by uploading an image of yourself attending or
photo will not upload. misses a deadline.” speaking at a conference.
• Identify your personal brand by using a photo to express an interest that is secondary
to your resumé but points to your personal life or work ethic.
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 29

4. 5.
Customize your LinkedIn URL, Tell your story through your summary
and share it everywhere. and experience.
For personal branding, attach everything on the web to your Your LinkedIn profile should be more than a quick copy and
full name, and climb as high as you can in the search rankings. paste of your resumé. The summary is where you can share a
LinkedIn’s vanity URLs can help you do just that. As a major bit more about your vision for your role or company. You can
website, LinkedIn has a high Google PageRank; by using a URL also include personal anecdotes about activities you enjoy
in the following format—linkedin.com/in/yourfullname URL— outside of work.
you’ll likely see your name rank very high, too.
Your experience should be a neat list of the key positions you’ve
held and briefly explain your roles. You can also detail your
educational background. Uploading rich media (videos, images,
and presentations) content you created or were involved in
creating is a great way to bring your description to life.

UNIQUE URL TIP SUMMARY AND EXPERIENCE TIPS

Add your personalized link to all other social streams: your blog, • Including a keyword-rich summary makes your profile easier to find.
email signature, online resumé, Twitter, Facebook, and LinkedIn • Avoid overused words such as “motivated,” “passionate,” “responsible,” “creative,” and “driven.”*
SlideShare. • Add multimedia content to your profile via posts written on the LinkedIn Publishing Platform.

Source: http://blog.linkedin.com/2009/04/07/5-linkedin-tips-on-effective-personal-branding/
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 30

Make Meaningful Connections on LinkedIn


“Creativity is just connecting things.” (...or in this case, people)
S t e ve Jobs

Once your profile is impeccably optimized, you’ll be ready People generally think highly of those who keep good company,
to proactively grow your network and build your strategic so building your LinkedIn network simultaneously builds your
brand association with the 400+ million members worldwide personal brand. Connect on LinkedIn with trusted friends, former
on LinkedIn. LinkedIn isn’t meant to replace face-to-face colleagues and classmates, industry leaders, vendors, and other
interactions. Instead, it’s meant to help you: professionals. And don’t be shy about asking your contacts for
introductions to people in their networks.

Keep your network fresh and active. “...all of your actions on


LinkedIn should be focused on
Strengthen your global connections.
building and solidifying unique
connections with those in, or
adjacent to, your network.”
Know more about people you’ve met
or are about to meet.
K AT H E R I N E L ISC IAN I

Founder and Full-stack Marketer,


Millennovation® Media

CONNECTION REQUEST TIP

If you want to connect with someone you don’t know, include a personal note explaining why you’d like to
connect—for example, “I saw you speak at X conference and was blown away by the ideas you shared”—
and they’re more likely to accept your request.
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 31

Ask the Expert with Shelly Simmons,


Marketing Manager, Company.com

What is your top tip for Millennials Another great way to brand Millennials are an Entrepreneurial I think Uber has really done a What blogs or influencers do you
trying to get ahead? yourself is by starting your own generation. Where do you see the great job with Millennials. One key follow to keep up with the latest
blog. Show your personality and biggest opportunity for Millennials thing Millennials look for is instant trends on Millennials?
Connecting to the right people what you’re passionate about to build their personal brand on gratification and Uber provides
by networking is one of the through your posts. Whether it’s a LinkedIn? that by helping Millennials get You have to stay connected
best ways to start branding personal interest, hobby, or job- from point A to point B all from online to keep up with trends
yourself. Networking can be as related, having your own blog The biggest opportunity on the palm of their hand. Another on Millennials. I love Mashable’s
easy as connecting to people really helps you stand out online LinkedIn is to build your brand company that has played to this Pete Cashmore and also Ryan
on LinkedIn, or you could join a and on a resumé. and network with people to get craving for instant gratification Holmes of Hootsuite for LinkedIn
local tech incubator (e.g., shared great jobs, mentors, or even find is Amazon with Amazon Prime influencers. Marketo has a really
workspace) to network with other Be sure to list your blog investors. The more active you Now. Who doesn’t love getting great blog for Marketing. I’m
people like yourself. It’s important on LinkedIn along with any are, the more you will find there a package online and having it really into PopSugar’s blog right
to keep connected through social other publications, volunteer is a whole community of people delivered the same or next day? now personally. I think the best
outlets as well. Keep yourself experience, awards, etc. These willing to help you reach your Pretty exciting stuff! way to keep up with Millennials
visible online. It’s like the old are great ways to keep your goals piece by piece. is reaching out to them through
saying goes: out of sight, out of profile visible and stand out. Who do you think are the biggest social media. People always say
mind. You want to stay front-and- Millennial influencers out there? the customer is always right and
center in your followers’ minds. In your opinion, which company or you have a direct door into your
brand is killing it with Millennials Evan Spiegel from Snapchat and customer’s world through social
right now and why? Pete Cashmore from Mashable. media. Take advantage of it!
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 32

Publish on LinkedIn
“Either write something worth reading or do something worth writing.”
B e n ja m in Fra n klin

“The more active


you are, the more
you will find there is a
whole community of
people willing to help
you reach your goals,
piece-by-piece.”
We live in a feed-driven world. Americans now engage Today, LinkedIn has become known as the definitive
with 7 different sources of information every day through professional publishing platform around the world. In fact,
multiple channels. According to Entrepreneur, Millennials more than 1 million people have published more than 3
SHELLY SI M M O NS
spend 18 hours a day consuming media—and it’s mostly million posts on LinkedIn. As for Millennials, they represent
content created by peers. Considering the amount of nearly 30% of all long-form publishers on LinkedIn. Marketing Manager,
content that Millennials consume on a daily basis, it only Company.com
makes sense that we are creating a good amount
of content.
30%
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 33

But why should you publish content on Publishing long-form content on LinkedIn About 45% of readers on LinkedIn are in the upper ranks of their industries: managers,
LinkedIn? To showcase thought leadership, is a great way to reach an engaged VPs, CEOs, etc. In other words, your content can be seen by influential members.
of course. Show the world what you care audience and build your personal brand.
about. Drive eyeballs back to your blog, The more long-form posts you publish,
eBook, or whatever passion project you’re the more credibility you will build and the
most proud of. Once you begin to publish stronger your professional profile
on the LinkedIn platform, you’ll quickly will become.
see a spike in your profile views.

“Everyone now focuses on sharing snackable


content, when the real opportunity is to
develop expertise in a growing field and
share your experiences, ideas, and thought
leadership in long-form​content.” 45%
J O N LOM BA R D O

Agency Team, Creative and Brand Strategy Lead, “If you tailor the post to a specific audience and
LinkedIn
engage influencers in your own network, that ties
in your authenticity, which essentially completes
POWER PUBLISHER TIP
the circle.”
Write about what you know best—whether that’s your professional ALEX M ANN
expertise or experience, industry trends, or lessons learned.
Digital Strategist, Tweak
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 34

Publish on LinkedIn

What Content Millennials Engage with on LinkedIn


Trying to decide what to publish? Take a quick look at the content topics
your fellow Millennials are most engaged in on LinkedIn.

1. 2. 3. 4. 5.

Recruiting Social Media Employee Recruiters Self-Esteem


Marketing Engagement

6. 7. 8. 9. 10.

European Integrated Venture Marketing Lean


Union Marketing Capital Manufacturing

Source: “Top 10 Content Topics Millennials Engage with on LinkedIn,” LinkedIn, November 1, 2015 - March 4, 2016
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 35

Ask the Expert with Tara Robertson,


Inbound Marketing Manager at Uberflip

What is your top tip for Millennials trying to get ahead? Millennials are an entrepreneurial generation. Where do you see the
biggest opportunity for Millennials to build their personal brands on
Read as much as you can about your industry, but make sure you’re LinkedIn?
actually getting stuff done too! If you get distracted by blog posts
during the workday, try using an app like Pocket or Evernote to save I think Millennials have a great opportunity with social networks like
articles for later and read them on the way to work or when you’re LinkedIn because we’ve been contributing to online communities for
taking a break. most of our lives. We’re definitely not shy about sharing our thoughts
and opinions online.
One of my favorite work tips is to block off “get stuff done” time in
your calendar—just make sure you use it for the task or project you If you’re just starting out in your career, at the very least make sure
intended to work on. all sections of your LinkedIn profile are complete. You can also try
contributing content by publishing a post about your industry or
something you’ve learned. At Uberflip, we encourage everyone across
the company to write blog posts to help build up their personal brands.

Don’t feel shy about reaching out to your connections for a


recommendation! It might seem a bit awkward, but it’s a great way to
build up your profile (make sure you’re only asking people who worked
directly with you). If you make time to do this before you’re job hunting
it’ll be one less thing you have to worry about.
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 36

Customize Your Feed by Following Who Matters Most


“I have no special talent. I am only passionately curious.”
Albe rt E in st e in

Although Millennial leaders vary in age 1 2 3


and experience, they have one thing in
common: the insatiable desire to never Tap on the control menu in the top right Then tap on the option that says “Improve You’ll get to choose from personalized
stop learning. Through LinkedIn, you corner of any update in your feed. your Experience.” recommendations of people, publishers
can invest in yourself and your life-long and topics to follow, tailored to you based
education. Design a feed that keeps you on your LinkedIn profile.
in the know by following the people and
topics that matter to you and unfollowing
those that don’t.

Start by finding great sources that bring


you the insights you care about.
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 37

Following the news and insights that 4 5 6


matter to you is a great first step, but you
can also make your feed your own by When you see an update from a connection Then, tap on the option that says “Unfollow (BONUS!) Use LinkedIn purposefully: It
unfollowing connections whose updates that you don’t need in your feed, tap on the [connection name].” adapts to send you relevant content!
you don’t need to see. They won’t know control menu in the top right corner. LinkedIn uses a variety of signals to
that you unfollowed them, and you’ll stay determine what appears in your feed. And
connected. Here’s how: the actions you take help our algorithm
automatically adapt your in-feed content
to match your professional interests. The
more you follow, consume, and share
topical content; fill out your profile with
information about your career; and take
other actions to engage meaningfully
with the LinkedIn platform, the better the
content matches will become.
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 38

Here are the top 10 influencers of 2015 on LinkedIn, By following LinkedIn Influencers, you can keep your finger on the pulse of insights from
top industry leaders. Another way to do this is to use the LinkedIn Pulse news app. Here
ranked by engagement and determined by those are the top 10 influencers of 2015 on LinkedIn, ranked by engagement and determined
who are most widely read. by those who are most widely read.

1. 2. 3. 4. 5.

Bill Gates Richard Branson Mohamed El-Erian James Altucher Bernard Marr
Co-Chair, Bill & Melinda Gates Founder, Virgin Group Chief Economic Advisor, Allianz; Editor, The Altucher Report Chief Executive, Advanced
Foundation; Co-Founder, Chair of President’s Global Performance Suite
Chairman, Microsoft Development Council

6. 7. 8. 9. 10.

Sallie Krawcheck Ian Bremmer Jill Schlesinger Ryan Holmes Sramana Mitra
CEO and Co-Founder, Ellevest President, Eurasia Group Business Analyst, CBS News CEO, Hootsuite Founder, One Million by One
Million
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 39

Create a LinkedIn SlideShare Account


“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
L e o B u rn e t t

70 million 400,000 80%


montly visitors monthly new content of traffic comes from organic
pieces search
Google indexes every presentation on
7 million 20 million LinkedIn SlideShare. And because more
than 80% of the traffic to LinkedIn Slide-
Share comes from organic search, your
people visit LinkedIn SlideShares to LinkedIn presentations can give your brand an SEO
Slideshare advantage.

With more than 70 million monthly unique visitors, LinkedIn SlideShare is now among Build authority by developing LinkedIn
the top 100 most-visited websites in the world. And with more than 400,000 new pieces SlideShares that present a unique point of
of content added each month, SlideShare is the world’s largest professional content- view on your industry’s trends or news. You
sharing community. On an average day, nearly 4 million people visit LinkedIn SlideShare can also share your presentations, videos
(just on desktop!). That’s something you can’t afford to overlook. And it explains why you’ve produced, webinar videos you’re
LinkedIn members have posted more than 20 million SlideShares to LinkedIn so far. featured in, and nicely designed content
you’ve created.

SLIDESHARE TIPS

• Leverage the Clipping tool to highlight and share some of the most valuable content you’ve produced.
• Add presentations to your LinkedIn profile directly from SlideShare to boost your personal brand.

Source: http://blog.linkedin.com/2009/04/07/5-linkedin-tips-on-effective-personal-branding/
CHAPTER 3 H OW M I L L EN N I A L S CA N B U I L D T H EI R PER S O N A L B R A N DS O N LI N K EDI N T H E M I L L EN N I A L PL AY B O O K 40

Ask the Expert with Alex Mann,


Digital Strategist, Tweak

If it’s helpful, it’ll spread. successes; Jen Selter and fitness


Relevancy is key. If you tailor friends are smashing Instagram
the post to a specific audience out of the ballpark and, thus by
and engage influencers in your definition, Millennial influencers.
What is your top tip for Millennials own network, that ties in your However, from my perspective,
trying to get ahead? authenticity, which essentially my Millennial influencers are
completes the circle. perhaps slightly older and more
What have we learned from the likely Gen Xers: Brian Chesky,
best brands in the world? Be In your opinion, which company or Dennis Crowley, and Mark
authentic. Be helpful. Be relevant. brand is killing it with Millennials Suster impress me and inspire
That can be said for a soda as right now and why? me most.
much as it can be for a human
being. Expertise is a goal, not Innocent Drinks. I have never What blogs or influencers do you
a place, as you can always get seen people engage with any follow to keep up with the latest
better and can always learn more. brand in the way that people trends on Millennials?
do with Innocent. They create
Millennials are an entrepreneurial excellent content that is designed Most of what I hear comes from
generation. Where do you see the for the platform! You’d be my own curated feed of media
biggest opportunity for Millennials surprised how many brands and tech bloggers, journalists,
to build their personal brands on think a TV ad is good enough founders and media folks,
LinkedIn? for Facebook or YouTube! :-( which has now surpassed 1,000
Innocent has a preference for members: http://nuzzel.com/
LinkedIn offers superb network winning at organic social—which manna/media-tech. This helps
effects for brand-building. is the best, most authentic type me source the most important
Success on the platform ties of engagement and the only kind stories in media, tech, and
into the tips above. Authenticity, Millennials engage with. business, which naturally will
helpfulness and relevance. What feature influencer marketing from
makes you an expert? What is Who do you think are the biggest time to time.
your opinion on the topic you’re Millennial influencers out there?
writing about? Is it helpful?
Why would someone read it? PewDiePie, Zoella, and sbtv are
absolutely enormous YouTube
CHAPTER
4 Millennials
on the Move
CHAPTER 4 M I L L EN N I A L S O N T H E M OV E: TO P M I L L EN N I A L I N F LU EN C ER S TO F O L LOW T H E M I L L EN N I A L PL AY B O O K 42

Top Millennials in Marketing to Follow

Katherine Lisciani Page Williams Katie Martell Shama Hyder Jon Lombardo

Founder and Full-Stack Senior Manager, Member CMO & Co-Founder, Founder and CEO of Marketing, Agency Team, Creative and
Marketer, Millennovation® Marketing & Communications, Cintell Marketing Zen Brand Strategy Lead,
Media Social Media, LinkedIn LinkedIn

Special thanks to our friends at for helping us pull this data-driven list together.
CHAPTER 4 M I L L EN N I A L S O N T H E M OV E: TO P M I L L EN N I A L I N F LU EN C ER S TO F O L LOW T H E M I L L EN N I A L PL AY B O O K 43

Top Millennials in Marketing to Follow

Everette Taylor Chelsea Krost Tara Robertson Richard Lorenzen Greg Vodicka

CEO of digital marketing firm TV/radio talk show host of The Inbound Marketing Manager, CEO of Fifth Avenue Brands; Millennial Consultant and
MilliSense; Co-Founder Chelsea Krost Show; Millennial Uberflip Contributor to Entrepreneur and Director of Client Service,
of marketing community Spokesperson/Brand Consultant Huffington Post; Forbes 30 FutureCast
GrowthHackers, LinkedIn Under 30
CHAPTER 4 M I L L EN N I A L S O N T H E M OV E: TO P M I L L EN N I A L I N F LU EN C ER S TO F O L LOW T H E M I L L EN N I A L PL AY B O O K 44

Top Millennials in Marketing to Follow

Darrell Keezer Alex Mann Sarah Dudley Sara Davidson Joey Barker

Digital Marketer, Keynote Digital Strategist, Executive Strategy & CEO of Hello Fearless, The Co-Founder and Chairman,
Speaker, and Founder of Tweak Communications, School for Female Entrepreneurs Unfunnel
Candybox Marketing IBM Cloud, IBM
CHAPTER 4 M I L L EN N I A L S O N T H E M OV E: TO P M I L L EN N I A L I N F LU EN C ER S TO F O L LOW T H E M I L L EN N I A L PL AY B O O K 45

Top Millennial Entrepreneurs to Follow

Ryan Paugh Kelly Lovell Kim Kaupe Brittany Hodak

Co-Founder & COO, Forbes Councils; Youth Mobilizer, Speaker, and CEO Co-Founder, ZinePak; Co-Founder of ZinePak and Per Diems
Co-Founder & COO, CommunityCo.; at Lovell Corporation Forbes 30 Under 30 Org; Contributor to Forbes and
Co-Founder & COO, YEC Huffington Post
CHAPTER 4 M I L L EN N I A L S O N T H E M OV E: TO P M I L L EN N I A L I N F LU EN C ER S TO F O L LOW T H E M I L L EN N I A L PL AY B O O K 46

Top Millennial Influencers in Career Advice

Caroline Beaton Ashley Stahl Sophia Amoruso Matthew Manos

Millennial Brand Consultant, A(d)vantage Career Coach, Ashley International, Inc.; Founder of Nasty Gal; Bestselling Author Founder, Managing Director, a verynice
Point Consulting; Contributor to Forbes, Forbes Columnist of #GIRLBOSS; Host of Girlboss Radio design studio; Adjunct Faculty, ArtCenter
PsychToday & Huffington Post College of Design
CHAPTER 4 M I L L EN N I A L S O N T H E M OV E: TO P M I L L EN N I A L I N F LU EN C ER S TO F O L LOW T H E M I L L EN N I A L PL AY B O O K 47

Top Millennial Influencers in Tech

Looking for more young professionals to


follow? Check out LinkedIn Next Wave,
featuring Top Professionals 35 and Under.
This list includes 150 people transforming
15 different industries, surfaced through
LinkedIn data. They’re like you—smart,
talented, and ambitious—and you have to
know them now.

Vadim Lavrusik Jessica Mah Zach Sims

Product Manager, Live & Facebook Co-Founder/CEO, inDinero.com Co-Founder and CEO, Codecademy
Mentions, Facebook
T H E M I L L EN N I A L PL AY B O O K 48

So, there you have it.


Adapt the tips and best practices
It’s time to join
found within this guide, and
you’ll be well on your way
to social networking domination. the Millennial Movement.
Are you in?
T H E M I L L EN N I A L PL AY B O O K 49

Checklist for
Social Success

Optimize Make Publish


your LinkedIn profile meaningful connections on LinkedIn

Customize Create Dominate


your feed by following a LinkedIn SlideShare account the social networking game

who matters most


T H E M I L L EN N I A L PL AY B O O K 50

About LinkedIn Marketing Solutions

Today, LinkedIn members number more than 400+ million For more information, visit
professionals. That’s over one-half of the 600 million
marketing.linkedin.com
professionals on the planet, representing the largest group
anywhere of influential, affluent and educated people.

Learn about LinkedIn Stay on the cutting Follow us Follow us on


Marketing Solutions. edge with our blog. on LinkedIn. @LinkedInMKTG.