“Using LinkedIn as a Branding Tool”

John Brich| Vice President

Holly Zoba| Principal

Social Selling Index – https://linkedin.com/sales/ssi

To find your SSI, go to https://linkedin.com/sales/ssi

Our Time Today

• A Tale of Two Roles

• Definitions

• How to stand out on LinkedIn

• Communication via LinkedIn

• Added Value: Being productive in a not so productive time

Are you… Looking for a job?

• Lots of competition

• Lots from hospitality

• Lots of uncertainty

Looking for new clients?

• Lots of competition

• Lots of confusion and stress

• Lots of uncertainty

How to separate yourself and your unique differentiators from the crowd?

Define Yourself

• What is your value proposition?• Think about what and who potential

employers really need most right now:

• Thinkers / Strategists• Doers / Hunters• Difference Makers

Job Seekers

Define Your Prospects

Think about what potential clients will really need most right now:

• What is their new normal?• How has their business changed?• How can you be proactive to offer

value?

What is your value proposition?

Trusted adviser, who will confidently help them navigate this new normal

Client Seekers

To build your own:Influencer-sales.com/buyerpersona

Elevate Your LinkedIn

Profile

LinkedIn Must Haves

• Job Seekers• Great photo

• Client Seekers• Great photo

https://www.snappr.co/photo-analyzer

OPTION A OPTION B

LinkedIn Must Haves

Always ask –what value do

you bring?

• Job Seekers• Great photo• Intriguing background• A title that shows the

value you bring

• Client Seekers• Great photo• Your brand in a snapshot• A headline that share

the results you can get for your clients

OPTION A OPTION B

LinkedIn Must Haves

Always ask –what value do

you bring?

• Job Seekers• Great photo• Intriguing background• A title that shows the

value you bring• About You - What can

you do for them? What results can you get for them? What value do you bring to their organization?

• Client Seekers• Great photo• Your brand in a snapshot• A headline that share

the results you can get for your clients

• About You - What can you do for them? What results can you get for them? What value do you bring to their busy lives?

Typical About Me

Job SeekerAs Director of Key Accounts & Strategic Partnerships for Caesars Entertainment I lead a team of 5 talented Key Account Directors. Together, we partner with 20 third party key accounts that drive approximately 30% of sales revenue to the Caesars enterprise. As an organization with 40 properties across the country we have something to offer every meeting, of any size. We operate properties in Las Vegas, Atlantic City, Lake Tahoe, Southern California, Arizona, North Carolina and more.

I am passionate about hospitality, travel, empowering women and sharing the value the meetings industry brings to local, national and international economies.

In addition to volunteer committee work with MPI Global I enjoy serving as a mentor and guest speaking at local universities.

Thank you for visiting my LinkedIn profile! If you would like to connect with me and we have not met in person, I simply ask that you include a brief introduction with your request so I can better understand how we may partner together.

Client Seeker

Add Media

Helpful• Highlight Experience/Results• List certifications• Share your volunteer work• Ask for recommendations

(professional)

Summary for Resume AND/OR About Me for LinkedIn

Service-oriented National Sales Manager with a notable track record of proactively working to cultivate new client relationships, penetrate new and existing customer accounts, and facilitate creative sales strategies to close business and maximize revenues. Reputation for effectively leading the execution of national sales accounts, professionally negotiating large scale contracts, and ensuring the consistent delivery of high-end customer service excellence at luxury hotels and resorts.

Specialties: Energized Self-Starter • National Account Management • Proactive Marketing & Development • Executive Level Liasion • Highly Detailed and Goal Oriented • Complex Contract Management • Strategic Planning • Market Share Acquisition ••

Grow Your Contacts

Job SeekersFor your targeted industries - look for:

• Hiring Managers• HR Directors (on property)• Chief People Officer/VP of Talent (corporate level)• VP of Sales and Marketing• EVP of Sales/Marketing

Grow Your Contacts

Client Seekers -• Make it a personal goal to grow your LinkedIn contacts every week• Fill up your contact list with past clients first• Invite everyone you meet with to LinkedIn – the day you meet them• Look through your sister hotels salespeople contacts – anyone you

should meet?• Add this as a recurring weekly task

Communication on LI

• Add note to connection request

• Follow up, most will miss• Be clear “why” you are

connecting• Thank them for connecting

This Photo by Unknown Author is licensed under CC BY-NC-ND

Grow Your Contacts

Easiest personal note when making a request to connect with someone you don’t really know:

Hello NAME,

I came across your profile and thought we both might benefit from being connected.

Thank you,Your name

Groups – Join and Engage

How to do groups?Search for relevant groups for your target audience (hint – see where your best customers belong or where your ideal employers belong)

Join and “Listen”

Add comments of value – relevant, kind, thoughtful

Add content of value – relevant, thoughtful –with a headline from you

CONTENT POSTING ON LINKEDIN

Tips on Handling Stress

• Focus on yourself and community (family)

• Take care of body and mind

• Connect with others, don’t be quiet

Prepare for Virtual Interviews

• Remove the doubt of tech difficulties

• Dress appropriately

• Be prepared and personable

JB1JB2

Slide 35

JB1 John Brich, 4/28/2020

JB2 John Brich, 4/28/2020

Focus on Skill Building

• Lead/Attend webinars• Free digital courses• Earn a certification

Network and Cast Your Net

• Continue to Connect – call clients, vendors, business partners, etc. and let them know what the situation is. More information is better.

• We can build out the best approach here. This should be as much about the person you are calling as you and your situation

• Connect or re-connect with your mentor (he or she likely has some good advice for you)

• Nothing new here: surround yourself with quality people, especially during this time

• Express gratitude and become/remain humble

Give Back to Your Community

• Put your skills to good use

• Many remote opportunities are available

• Do something you haven’t done before or haven’t had time to do (volunteer, random act of kindness, lending free expertise)

Resources Available https://searchwideglobal.com/covid/

Influencer-sales.com/blog

Sales Bootcamp

May 18Code – COVID19

QUESTIONS?

“THANK YOU”

John Brich| Vice Presidentbrich@searchwideglobal.com

Holly Zoba| Principalholly@scoutsimply.com