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LinkedIn for Accountants

Garrett Wasny, MA, CMC, CITP/FIBP Web: http://www.garrettwasny.com E-mail: [email protected] | Cell: 778.898.9059

Connect with Garrett Wasny on Social Media Google+: https://plus.google.com/+GarrettWasny/ LinkedIn: http://www.linkedin.com/in/garrettwasny

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This handout and presentation are for general guidance on matters of interest only. While every attempt has been made to ensure that the information provided has been obtained from reliable sources, the presenter and sponsors are not responsible for any errors or omissions, or for the results obtained from the use of this information. All information in this handout and presentation is provided "as is", with no guarantee of completeness, accuracy, timeliness or of the results obtained from the use of this information, and without warranty of any kind, express or implied, including, but not limited to warranties of performance, merchantability and fitness for a particular purpose. The handout is distributed with the understanding that the contributing author and editor, and the publisher, are not rendering consulting, legal, accounting, or other professional services in this publication. If advice or other expert assistance is required, the services of a competent professional should be sought. Due to the fluid nature of the Internet, website addresses and other related information may change without notice.

POP QUIZ: Which resource is called “the premier business-related social network” by the American Institute of Certified Public Accountants ?

“Are You Missing the Seven Essential Elements of Your LinkedIn Profile? ” Barry MacQuarrie. AICPA Newsletter. August 5, 2010. http://bit.ly/PDpqx2

Which resource is replacing newspaper job ads as the primary way to find a job among twenty and thirty-somethings (Generation Y or Millennials)?

“LinkedIn replacing newspaper job search ads.” David John Walker. Social Barrel. April 6, 2011. http://bit.ly/hPlRCe

Which resource is used by Intel to recruit senior managers and saves the company millions of dollars annually in head-hunter fees?

Which resource is used by US Cellular to identify prime candidates for new job opportunities faster than traditional recruitment channels and saves the company over $1M annually.

Which resource is used by Accenture to hire more than 20,000 new employees a year because it’s “cheaper and faster” than traditional face-to-face recruiting?

“How LinkedIn will Fire Up Your Career.” Jessi Hempel. Fortune. April 12, 2010.

Which resource is called “the de facto tool for professional networking” by TechRepublic?

“LinkedIn replacing newspaper job search ads.” David John Walker. Social Barrel. April 6, 2011. http://bit.ly/hPlRCe

Which resource is called by Forbes magazine “far and away, the most advantageous social networking tool available to job seekers and business professionals today“?

“LinkedIn replacing newspaper job search ads.” David John Walker. Social Barrel. April 6, 2011. http://bit.ly/hPlRCe

Which resource is called by Evening Echo “an ideal way to outline all your credentials, present the professional rather than the personal you, build up a solid base of contacts and foster new business relationships.”

“LinkedIn replacing newspaper job search ads.” David John Walker. Social Barrel. April 6, 2011. http://bit.ly/hPlRCe

Answer: LinkedIn, a social networking website for business professionals.

“LinkedIn replacing newspaper job search ads.” David John Walker. Social Barrel. April 6, 2011. http://bit.ly/hPlRCe

Today, we'll explore this social network in more detail in … LinkedIn for Accountants

Agenda • LinkedIn Basics (origins, key stats, Facebook vs. LinkedIn). • Creating a LinkedIn Account (sign up tips). • Quick Overview (rundown of major tabs and sections). • LinkedIn Profiles (personal profile, managing privacy, corporate profile, optimizing profile) • Using LinkedIn for Blogging and Self-Publishing (share brief updates, upload photos, publish long-form posts). • Adding Connections (who to connect with, managing connections, what to watch for in content streams). • Inmail (direct messaging tips). • Jobs (search for job, save job searches). • Interests (companies, groups, skills). • Apps and Special Features (mobile apps, education tools, create website from profile). • LinkedIn Help and Social Media (LinkedIn on LinkedIn, Facebook, YouTube, Twitter, Flickr). • Business Services (post a job, talent, advertise). • Most Followed Companies (IBM, HP, Microsoft). • How Accountants Use LinkedIn (case studies of big and small ops). • LinkedIn Benefits (boost visibility, keep up to date address book, build relationships). • LinkedIn Issues • LinkedIn tarter Strategy for Accountants • Key Takeaway

FYI

Upfront Disclaimer and Full Disclosure

• I’m an independent Certified Management Consultant. • I don’t represent any technology manufacturer, retailer, software developer or telecom provider. • “I don’t take sides, I take notes.” • LinkedIn tools spotlighted today are based on hundreds of hours of due diligence, extensive literature reviews, tech press analysis, and consultations with CPAs and other accounting practitioners from around world. • Intention is to provide a quick overview for a techno layperson.

Contact me on LinkedIn or Google+ and share your LinkedIn tips and experiences.

http://www.linkedin.co Garrett Wasny https://plus.google.com/+ m/in/garrettwasny MA, CMC, CITP/FIBP GarrettWasny/

LinkedIn Basics

LinkedIn is a social networking and blogging website for professionals.

“About Us.” LinkedIn Press Center. October 8, 2012. http://bit.ly/qBSr8B

LinkedIn | https://www.linkedin.com/ | LinkedIn home page.

VS.

Focus Personal networking – keep up Professional networking – career and with friends and family, share brand building, goal attainment and personal info, have fun, work success. reminisce. Time Online distraction and place to Time investment - a place to learn kill time. how to save time, improve yourself and your enterprise. Content Friends, family and hobby Careers, brand updates, business activities. insights and economic news. Newsworthy Family updates, interesting Current affairs, business and vacations, entertainment and economic updates, new jobs and sports news. promotions. Emotions A wide range of emotions – Emotions are more reserved, from joy to frustration to purposeful and aspirational – a key sadness -- expressed freely. goal is to develop a personal brand and achieve your professional goals.

“Social Media ROI for Business: Facebook versus LinkedIn.” Daniel Burrus. Huffington Post. June 13, 2013. http://huff.to/11AGrLW

LinkedIn was founded by Reid Hoffman – a US entrepreneur and venture capitalist. He launched the service on May 5, 2003.

“About Us.” LinkedIn Press Center. October 8, 2012. http://bit.ly/qBSr8B

LinkedIn is most senior of current social networks and was launched ahead of Facebook (2004), YouTube (2005), Twitter (2006) and Google+ (2011).

“About Us.” LinkedIn Press Center. October 8, 2012. http://bit.ly/qBSr8B

As of 2015, LinkedIn reports more than 380 million users in more than 200 countries and territories. About 40% of members are in US and Canada and 60% are international.

“About Us.” LinkedIn Press Center. October 8, 2012. http://bit.ly/qBSr8B

Social Network Quick Comparison

“Social Media Active Users by Network ” Social Media Hat. Mike Alton. March 9, 2015. http://bit.ly/1CAiXzx 26

As of 2016, LinkedIn counts executives from all Fortune 500 and Fortune 100 companies as members.

“About Us.” LinkedIn Press Center. October 8, 2012. http://bit.ly/qBSr8B

LinkedIn is currently available in nineteen languages: English, Czech, Danish, Dutch, French, German, Indonesian, Italian, Japanese, Korean, Malay, Norwegian, Polish, Portuguese, Romanian, Russian, Spanish, Swedish and Turkish.

“About Us.” LinkedIn Press Center. October 8, 2012. http://bit.ly/qBSr8B

In Oct. 2012, LinkedIn updated profile with new visual design which features more infographic insights and promotes more user engagement.

LinkedIn and Accountants

• LinkedIn is leading social network among accounting professionals.

• 90% of accounting professionals use LinkedIn.

• More accounting professionals use LinkedIn than Facebook (even though Facebook has 1.4 billion members while LinkedIn has only 380 million members).

• Website of choice for recruiters seeking Chief Financial Officers, Certified Public Accountants and other accountants. “Over 90% of Accounting Professionals Use LinkedIn.” Barry MacQuarrie. Social CPAs. September 13, 2012. http://bit.ly/PDuphh 30 “Job recruiters shifting tactics to find ideal hires.” Greta Guest. Vancouver Sun. March 8, 2011. http://bit.ly/igqvcV

Polling Question #1 1. What is LinkedIn? a) Social networking service for professionals. b) Spam filter. c) Mobile security app. d) Online word processor.

Creating a LinkedIn Account

To use LinkedIn, you first need to sign up for a free LinkedIn Account.

LinkedIn Sign Up http://www.linkedin.com/ • User account that provides access to LinkedIn services.

Advanced Internet Research Techniques for Accountants — 33

You provide name, email address, password, location, zip code, employment status, job title and company information.

LinkedIn Sign Up http://www.linkedin.com/ • User account that provides access to LinkedIn services.

Advanced Internet Research Techniques for Accountants — 34

You confirm your email address.

LinkedIn Sign Up http://www.linkedin.com/ • User account that provides access to LinkedIn services.

Advanced Internet Research Techniques for Accountants — 35

LinkedIn suggests connections.

LinkedIn Sign Up http://www.linkedin.com/ • User account that provides access to LinkedIn services. • Tip: don’t “Select All” to avoid spamming all your contacts. Be selective at first, and add more contacts later.

Advanced Internet Research Techniques for Accountants — 36

LinkedIn creates your profile.

LinkedIn Sign Up http://www.linkedin.com/ • User account that provides access to LinkedIn services.

Advanced Internet Research Techniques for Accountants — 37

Quick Overview

LinkedIn Network options.

LinkedIn Network Options

http://www.linkedin.com/

• LinkedIn network options.

Advanced Internet Research Techniques for Accountants — 39

LinkedIn Jobs.

LinkedIn Jobs Options

http://www.linkedin.com/

• LinkedIn jobs.

Advanced Internet Research Techniques for Accountants — 40

LinkedIn Interests.

LinkedIn Interest Options

http://www.linkedin.com/

• LinkedIn interest options.

Advanced Internet Research Techniques for Accountants — 41

Search options.

LinkedIn Search Options

http://www.linkedin.com/

• LinkedIn search options.

Advanced Internet Research Techniques for Accountants — 42

Premium solution options.

LinkedIn Business

http://www.linkedin.com/

• LinkedIn premium solutions (fee for service apps).

Advanced Internet Research Techniques for Accountants — 43

Invitations and messages.

LinkedIn Invitations and Messages http://www.linkedin.com/

• LinkedIn invitations and messages interface.

Advanced Internet Research Techniques for Accountants — 44

Notifications.

LinkedIn Notifications

http://www.linkedin.com/

• LinkedIn notifications interface.

Advanced Internet Research Techniques for Accountants — 45

Add Connections

LinkedIn Add Connections

http://www.linkedin.com/

• LinkedIn add connections interface.

Advanced Internet Research Techniques for Accountants — 46

LinkedIn Profiles: Creating, Using and Optimizing

Creating LinkedIn Personal Profile

Your LinkedIn profile is a dynamic personal branding page -- an online resume 2.0 showcase of your experience, education, personal information and skills.

Select Profile | Edit Profile to manage profile.

Edit and manage your profile.

Add Photo

Summary of your personal brand – who you are and what you’re seeking.

Employment experience – where have you worked.

Education – where you went to school.

Personal – family background and hobbies.

Skills – what’s your professional expertise, languages spoken,

Advanced Internet Research Techniques for Accountants — 51

Managing Privacy

Privacy and settings on Linkedin Account

LinkedIn Privacy Settings http://www.linkedin.com

• Hover over profile image in upper right, select “Privacy and Settings”.

Advanced Internet Research Techniques for Accountants — 53

Profile Options

LinkedIn Privacy Settings http://www.linkedin.com

• Hover over profile image in upper right, select “Privacy and Settings”.

Advanced Internet Research Techniques for Accountants — 54

Communications Options

LinkedIn Privacy Settings http://www.linkedin.com

• Hover over profile image in upper right, select “Privacy and Settings”.

Advanced Internet Research Techniques for Accountants — 55

Groups and Company Options

LinkedIn Privacy Settings http://www.linkedin.com

• Hover over profile image in upper right, select “Privacy and Settings”.

Advanced Internet Research Techniques for Accountants — 56

Account Options

Two-step verification LinkedIn Privacy Settings http://www.linkedin.com

• Hover over profile image in upper right, select “Privacy and Settings”.

Advanced Internet Research Techniques for Accountants — 57

HTTPS access allows you to look at LinkedIn securely and keep data exchange confidential.

Two-step verification requires you to enter a SMS verification code the first time you sign in with a new device of LinkedIn mobile app.

LinkedIn Privacy Settings http://www.linkedin.com

• Hover over profile image in upper right, select “Privacy and Settings”.

Advanced Internet Research Techniques for Accountants — 58

Close account

LinkedIn Privacy Settings http://www.linkedin.com

• Hover over profile image in upper right, select “Privacy and Settings”.

Advanced Internet Research Techniques for Accountants — 59

Polling Question #2 2. What is the LinkedIn Profile? a) Image search tool. b) Online resume and experience showcase. c) Web browser. d) Mailing list and discussion group application.

Creating Corporate LinkedIn Profile

Did You Know? More than 2 million companies have LinkedIn Company Pages.

“About Us.” LinkedIn Press Center. October 8, 2012. http://bit.ly/qBSr8B

PwC on LinkedIn

http://www.linkedin.com/company/pwc

• PwC LinkedIn company page.

Advanced Internet Research Techniques for Accountants — 63

To add a Company Page: 1.Move your cursor over Interests at the top of your homepage and select Companies. 2.Click Create in the Create a Company Page box on the right. 3.Enter your company's official name and your work email address. 4.Click Continue and enter your company information.

Advanced Internet Research Techniques for Accountants — 64

Optimizing Your LinkedIn Profile

Determine account ownership.

Establish, in writing, whether your LinkedIn or other social media account is a solely personal account or belongs to the company.

“Here's How To Stop Your Boss From Legally Hijacking Your LinkedIn Page.” Aleksi Tzatzev. Business Insider. October 8, 2012. http://read.bi/PWj1f5

“Court Says It's OK For Employers To Hijack Your LinkedIn Account.” Aleksi Tzatzev. Business Insider. October 9, 2012. http://read.bi/PWjG0d

Complete your profile and fill in all the boxes – completed profiles show up first in LinkedIn search results.

Complete to compete – LinkedIn profiles that are fully completed are listed first and most in LinkedIn search results.

Anything less than 100% completeness will hurt you from a search ranking perspective.

Advanced Internet Research Techniques for Accountants — 68

Grab and protect your personal name …

Add Photo

Summary of your personal brand – who you are and what you’re seeking.

Employment experience – where have you worked.

Education – where you went to school.

Personal – family background and hobbies.

Skills – what’s your professional expertise, languages spoken,

Advanced Internet Research Techniques for Accountants — 69

List education: makes it easier for former classmates and alumni to connect with you.

“Why Recruiters Aren’t Looking at Your LinkedIn Profile.” Devon Glenn. Social Times. October 9, 2012. http://bit.ly/PWeYzr

Spotlight job history: showcase experience with current and past positions.

Profiles with more than one position listed are 12 times more likely to be viewed.

“Why Recruiters Aren’t Looking at Your LinkedIn Profile.” Devon Glenn. Social Times. October 9, 2012. http://bit.ly/PWeYzr

Expand your LinkedIn reach with Twitter.

Select Twitter + Twitter.

You can add and remove Twitter accounts using …. Account and Settings | Profile | Settings | Manage your Twitter settings |

“4 Ways to Stand Out on LInkedIn.” Nicole Williams. LinkedIn Blog. October 9, 2012. http://bit.ly/TbwqAV

Control how you appear when people search for you on Google, Yahoo …

Set Profile Content to “Make my public profile visible to everyone” … otherwise what’s the point of having a profile in the first place?

Set all the key elements of your profile to “visible to everyone” – this provides more details about your background to the search engines.

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Keywords matter -- make your profile search engine optimization (SEO) and keyword • A billion searches are conducted on LInkedIn friendly. annually.

• Keywords in certain sections – name, headline, company name, job title and skills – rank higher in search results.

• Think about which search terms are most important and relevant for your business / career and then Name search LinkedIn for those keywords.

Headline • Continually update keywords in key sections (Headline, Job Title, Skills) as your job evolves to

Company Name ensure they’re indexed. Job Title • LinkedIn allows you to choose up to 50 skills. If you’ve selected anything less than 50, you’re putting yourself at a competitive disadvantage.

• Use synonyms to fill out the 50 skills – using a variety of keywords that mean the same thing help Skills you be discovered.

• Optimizing keywords will also help ranking on Google, not just LinkedIn. Advanced Internet Research Techniques for Accountants — 74

Monitor your search trends to see how many times you turn up in search results and how many people have viewed your profile.

Search trends

Advanced Internet Research Techniques for Accountants — 75

Check out who’s checking you out.

Search trends

LinkedIn Profile Stats Search trends http://www.linkedin.com/wvmx /profile • See who’s viewed your profile.

Advanced Internet Research Techniques for Accountants — 76

Make your headline as catchy as possible: that’s the first thing people read about you.

Headline

Fizzle Dazzle Kevin Knebl – Speaker and Author Kevin Knebl – Social Selling & Relationship Marketing Speaker/Author ★ The Most Positive & Encouraging Guy On Earth Cathy Tyers Moleschi – Writer and Cathy Tyers Moleschi – Experienced, Bubbly, Productive, Business Consultant Persuasive and Creative Writing/ Marketing/Sales Professional Brian Tilbury – Millwright and Welder Brian Tilbury – Experienced, Reliable Certified Millwright & ‘A’ Level Welder Serving with Integrity The Fraser Valley And Beyond. “Your LinkedIn Profile Headline: Dazzle or Fizzle?.” Cathy Moeschi. Langley Writing Services. April 23, 2013. http://bit.ly/14MNnrk Advanced Internet Research Techniques for Accountants — 77

Include email and/or telephone in headline: make it as easy as possible to contact you.

Put email and/or phone number in headlne for easier contact.

Advanced Internet Research Techniques for Accountants — 78

Show yourself – a profile without a face suggests an unprofessional techno-laggard.

• LinkedIn profiles with photos receive 50-70% more inquires than profiles without.

• Show a professional headshot (not a body shot) of YOU alone (not you in a group shot).

• Save party, wedding, baby, group and sports photos for Facebook – this is a professional network.

• Smile! – radiate approachability.

• Look directly at the camera.

• Take multiple pics and ask colleagues which one is most flattering.

• Dress to impress.

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Add images, videos, presentations and documents to your profile to showcase experience and expertise.

Advanced Internet Research Techniques for Accountants — 80

Showcase achievements.

• Add your projects, languages, publications, honors & awards, test scores, courses, patents, certifications, and volunteering & causes to your profile.

• If you’ve taken a business course (or webinar) that puts you ahead of your competition, add it here.

• If you are currently unemployed, the volunteering section might be of value to you because it shows that you’re still active although you may be out of work.

• If you’re not aggressively promoting yourself, who will?

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Add recommendations from colleagues to build credibility.

Ask for recommendation.

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Add endorsements – similar to Facebook “likes” that add credibility.

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Promote your LinkedIn profile on your website or blog.

LinkedIn Buttons http://www.linkedin.com/profil e/profile-badges • Promote your profile by adding a badge to your blog, online resume or website.

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Accept and add connections.

• The more connections you have, the more likely you are to show up in the search results.

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Share content.

• LinkedIn posts can leads to likes, comments, engagement, exchanges, relationships, face to face meetings and new business

• Recruiters are almost 10 times more likely to contact professionals for new opportunities when they share articles or other content with their networks at least once a week.

“4 Ways to Stand Out on LInkedIn.” Nicole Williams. LinkedIn Blog. October 9, 2012. http://bit.ly/TbwqAV

Update regularly.

• Updating regularly increases your engagement with the LinkedIn community.

• Post news articles, company updates, blog posts, and professional news about yourself.

• You’ll show up on the LinkedIn stream and news feeds and be consistently noticed.

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Be a cheerleader.

No one likes a Donnie Downer. Stick to an upbeat positive persona when it comes to your professional life. If you need to vent about your leaky basement, bad hair day or crying baby – save it for another social network.

“4 Ways to Stand Out on LInkedIn.” Nicole Williams. LinkedIn Blog. October 9, 2012. http://bit.ly/TbwqAV

Don’t underestimate status updates.

Every status update you share is a reflection of who you are as a professional.

“4 Ways to Stand Out on LInkedIn.” Nicole Williams. LinkedIn Blog. October 9, 2012. http://bit.ly/TbwqAV

Start conversations.

• Social media engagement begins with conversations.

• Start them in groups, in your updates and on your company pages to raise your visibility.

Advanced Internet Research Techniques for Accountants — 90

Polling Question #3 3. How do you optimize LinkedIn profile? a) Fully complete profile. b) Add relevant keywords in main sections. c) Add images, videos and presentations. d) All of the above.

Using LinkedIn for Blogging and Self-Publishing

Write a post or update.

Advanced Internet Research Techniques for Accountants — 93

LinkedIn Analytics | https://www.linkedin.com/pulse/author/analytics | When you publish a post, find stats on your performance, insights on your audience demographics, and see who's engaging with your posts.

Adding Connections

Network and Degrees of Connection | https://help.linkedin.com/app/answers/detail/a_id/110/ft/eng | Tips on adding LinkedIn connections.

Who to Connect with on LinkedIn Individuals • Start with family and friends (“your Key Roles warm market”). • Current co-workers. • Buyers • Previous co-workers. • Approvers • Current clients. • Influencers • Past clients. • Evaluators • Prospective clients. • Competitors. • Suppliers. • Classmates. • Fellow members of LinkedIn groups. • Business network members (industry association, local chamber of commerce).

97 • Fellow volunteers.

Add connections at any time.

Add LinkedIn connections from your searches.

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Manage and filter connections.

Add or remove connections.

Sort connections by tags, companies, locations, industries and recent activity. LinkedIn Connections http://www.linkedin.com/peopl e/connections • Sort by tags, companies, locations, industries, recent activity.

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Send connections a message at any time.

Send a message or suggest other connections to your contacts at any time.

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What to Watch for in Connection Streams and Updates

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What to Watch For • Job postings – new employment opportunities. • Updated profile – they have fresh experience and/or expertise. • Project updates – they have an initiative on the go. • Job changes - offer congratulations and look for new opportunities with new organization. • Job promotions – offer congratulations and look for new business with existing enterprise. • Life changes (move, change in marital status, new child) – a kind word at a pivotal time in long remembered. • Business trips – to where, why, with who? • New product launch – may be useful new solution or opportunity to help them roll it out. • Questions – they want answers. • Frustrations – they want solutions. • Endorsements and recommendations – were you aware of their skills? • Joined groups – that topic is important to them. • Pictures, videos – that topic is important to them. • New connections and mentions – your contact’s contact could be potential customer.

102

Inmail

103

InMails – let you direct message anyone on LinkedIn that you’re not directly connected to …

BUT there’s a catch…

Purchasing and Sending InMail | https://help.linkedin.com/app/answers/detail/a_id/437/~/purchasing-and-sending-an- inmail | Details on LinkedIn InMails.

LinkedIn Subscription Plans | https://www.linkedin.com/premium/products?displayProducts=&trk=nav_account_sub_ nav_upgrade | Details on LinkedIn premium plans.

Successful InMails are …

• Relevant - related to recipient’s experience and expertise). • Concise - 50% more likely to receive a response if it’s 100 words or fewer). • Positive – don’t appear desperate or disgruntled. • Professional – no typo or grammatical errors or inappropriate language. • Actionable – include specific request, but don’t be pushy.

"Social contracts." The Economist. January 28, 2010. “For Those Facebook Left Behind.” David Pogue. New “Nine reasons to join LinkedIn?” Shital Kakkar Mehra. http://www.economist.com/node/15350994 York Times. July 7, 2010. http://nyti.ms/b95m3H Economic Times. Feb. 25, 2011. http://bit.ly/gys0A4

Tip – Want to email someone who’s not a 1st degree connection without becoming a LinkedIn subscriber? Check their profile for the list of groups they’ve joined. Join that group and you can email them for free.

Jobs

109

Search for Jobs

110

Search for jobs.

Search for Jobs http://www.linkedin.com/job/h ome?trk=tab_jobs • Search for jobs by country, zip code, industry function and more.

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Save job searches.

Save search.

Save job searches. http://www.linkedin.com/job/h ome?trk=tab_jobs • Save favorite job searches. • Receive job updates by email.

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Scan for jobs you may be interested in.

Search for Jobs http://www.linkedin.com/job/h ome?trk=tab_jobs • Scan for jobs by company. • Get email alerts.

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LinkedIn Student Jobs http://www.linkedin.com/stude ntjobs • Scan for student jobs by industry.

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Polling Question #4 4. LinkedIn allows you to search for jobs by: a) Location. b) Company c) Industry. d) All of the above.

115

Interests

116

Companies

117

Companies you Search for may be interested companies. in following.

Scan update stream from followed companies.

LinkedIn Companies http://linkd.in/16VrXiS

• Search and follow companies.

Advanced Internet Research Techniques for Accountants — 118

Glean information from company pages.

Search for jobs, services, insights and more.

See who’s following company.

Scan update stream from followed company See company employees on LinkedIn.

LinkedIn Company Profile http://www,linkedin.com

• Create own company website.

Advanced Internet Research Techniques for Accountants — 119

Create and update own company page.

Provide details about products, services and employees. See who’s following your company.

Make company status updates.

See insights on followers.

• Fill in company information.

• Feature enterprise logo and branding. LinkedIn Company Profile • Bring company to life with status updates. Share http://www,linkedin.com news, products and more.

• Suggest company employees to follow company • Create own company website. page to increase visibility.

• Assign employee to manage company page. Advanced Internet Research Techniques for Accountants — 120

Groups

121

Search for groups.

Create a group. Groups you may be interested in joining.

Manage group membership.

LinkedIn Groups http://linkd.in/16VqTLP

• Directory of LinkedIn groups.

Advanced Internet Research Techniques for Accountants — 122

LinkedIn Groups http://linkd.in/16VqTLP

• Directory of LinkedIn groups.

Advanced Internet Research Techniques for Accountants — 123

LinkedIn Group Tips • Join or start a group for your organization: can be used to engage employees, alumni, clients, prospects, and others to discuss issues, promote events, post jobs. • National industry associations (e.g., AICPA, CICA): connects you with fellow industry professionals and leading information exchanges. • Sub-national/state/provincial/local industry group: gain front-line, on-ground intelligence in your industry. • Practice/functional group (e.g., tax, forensic accounting, consulting): gain and share specialized functional expertise. • International association (e.g., Big Four): interact with other professionals in your industry from around world. • Competition: if competitor has LinkedIn group, join it to monitor how they’re interacting with customers, employees

124 and clients. ““Seven Essential LinkedIn Groups.” Barry MacQuarrie. CPA2Biz. October 12, 2010. http://bit.ly/zBn35V

Polling Question #5 5. What is LinkedIn Companies? a) Start-up incubator b) Business incorporation service c) A searchable archive of company updates and employment opportunities. d) Bankruptcy protection forum.

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Apps and Special Features

126

LinkedIn Mobile Apps

127

LinkedIn Mobile Apps | https://www.linkedin.com/mobile?trk=hb_ft_mobile | Suite of LinkedIn mobile apps.

LinkedIn Connected | Get push notifications from certain connections and plans meetings.

https://play.google.com/store/apps/det https://itunes.apple.com/us/app/linkedin- ails?id=com.linkedin.android.connected connected/id635424128?mt=8 &hl=en

LinkedIn Job Search | Searches and sort through job listings and keeps track of applications.

https://play.google.com/store/apps/det ails?id=com.linkedin.android.jobs.jobsee ker&hl=en https://itunes.apple.com/us/app/linkedin-job- search/id886051313?mt=8

LinkedIn Pulse | https://www.pulse.me/ | Daily news content from the network .

LinkedIn SlideShare Presentations| Views and saves slide presentations from experts.

https://play.google.com/store/apps/det https://itunes.apple.com/us/app/slideshare- ails?id=net.slideshare.mobile&hl=en presentations-official/id917418728?mt=8

LinkedIn Recruiter| Search for and reach out to potential hires.

https://play.google.com/store/apps/det https://itunes.apple.com/us/app/linkedin- ails?id=com.linkedin.recruiter recruiter/id712437486?mt=8

LinkedIn Sales Navigator| https://business.linkedin.com/sales-solutions/products/sales- navigator | App for LinkedIn Sales members that send notifications of changes to clients' pages.

Education Tools

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LinkedIn University | https://www.linkedin.com/edu/ | Alumni and educational networking.

136

LinkedIn Decision Board | https://www.linkedin.com/edu/board | Enables users to post and share information about their career plans, explore opportunities in different fields of study, and participate in conversations with other LinkedIn members about their education and job aspirations.

137

Create Website from LinkedIn Profile

138

Strikingly Resume https://www.strikingly.com/linkedin • Beautify your resume.

LinkedIn Help and Social Media

140

Learning Help Center

141

LinkedIn Help Center

http://learn.linkedin.com/ • LinkedIn tutorials and user guides.

Advanced Internet Research Techniques for Accountants — 142

LinkedIn Blogs

143

Official LinkedIn Blog

http://blog.linkedin.com/

• LinkedIn information website.

Advanced Internet Research Techniques for Accountants — 144

LinkedIn Talent Blog

http://talent.linkedin.com/blog/

• LinkedIn recruiting blog.

Advanced Internet Research Techniques for Accountants — 145

LinkedIn Engineering Blog

http://engineering.linkedin.com/blog

• Insider news on LinkedIn engineering projects.

Advanced Internet Research Techniques for Accountants — 146

LinkedIn Company Profile on LinkedIn

147

LinkedIn Company Profile https://www.linkedin.com/company/lin kedin

• LinkedIn company profile on LinkedIn.

Advanced Internet Research Techniques for Accountants — 148

LinkedIn on Facebook

149

LinkedIn on Facebook https://www.facebook.com/LinkedIn

• LinkedIn company page on Facebook.

Advanced Internet Research Techniques for Accountants — 150

LinkedIn on YouTube

151

LinkedIn YouTube Channel http://www.youtube.com/user/LinkedIn • LinkedIn YouTube video tutorials.

Advanced Internet Research Techniques for Accountants — 152

LinkedIn on Twitter

153

LinkedIn Twitter Page https://twitter.com/LinkedIn • LinkedIn Twitter feed.

Advanced Internet Research Techniques for Accountants — 154

LinkedIn on Flickr

155

LinkedIn Flickr Page http://www.flickr.com/groups/linkedin/pool/ • LinkedIn Flickr and photo page.

Advanced Internet Research Techniques for Accountants — 156

Business Services

157

LinkedIn Business Solutions | http://linkd.in/1y47Tcc | Information on LinkedIn’s suite business services.

Post a Job | http://linkd.in/1y466Uw | Information on posting a job on LinkedIn.

Talent Solutions | http://linkd.in/1y46t1j | Information on LinkedIn Talent Solutions.

LinkedIn Ads | http://linkd.in/1y46GBM | Information on LinkedIn Targeted Self-Service Ads.

LinkedIn Sales Solutions | http://linkd.in/1y47eHy | Information on LinkedIn Sales Solutions.

LinkedIn Small Business | http://linkd.in/1y47A17 | Information on LinkedIn Small Business services.

Polling Question #6 6. What are LinkedIn Groups? a) Map making application. b) Advertising solution for web publishers. c) Website statistics tracker. d) Career-related online communities.

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Most Followed Companies on LinkedIn

165

IBM on LinkedIn

http://www.linkedin.com/company/1 009 • IBM on LinkedIn

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HP on LinkedIn

http://www.linkedin.com/company/1 025 • HP on LinkedIn

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Microsoft on LinkedIn

http://www.linkedin.com/company/1 035 • Microsoft on LinkedIn

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Accenture on LinkedIn

http://www.linkedin.com/company/1 033 • Accenture on LinkedIn

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Google on LinkedIn

http://www.linkedin.com/company/1 441 • Google on LinkedIn

Advanced Internet Research Techniques for Accountants — 170

Oracle on LinkedIn

http://www.linkedin.com/company/1 028 • Oracle on LinkedIn

Advanced Internet Research Techniques for Accountants — 171

Apple on LinkedIn

http://www.linkedin.com/company/1 62479 • Apple on LinkedIn

Advanced Internet Research Techniques for Accountants — 172

Cisco on LinkedIn

http://www.linkedin.com/company/1 063 • Cisco on LinkedIn

Advanced Internet Research Techniques for Accountants — 173

Dell on LinkedIn

http://www.linkedin.com/company/1 093 • Dell on LinkedIn

Advanced Internet Research Techniques for Accountants — 174

How Accountants Use LinkedIn

175

Stay Connected with AICPA

http://www.aicpa.org/News/Pages/S ocialMedia.aspx • AICPA LinkedIn and other social media pages.

Advanced Internet Research Techniques for Accountants — 176

Canadian Institute of Chartered Accountants http://www.linkedin.com/company/c anadian-institute-of-chartered- accountants • CICA LinkedIn page.

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Deloitte on LinkedIn http://www.linkedin.com/company/d eloitte • Deloitte on LinkedIn.

Advanced Internet Research Techniques for Accountants — 178

Deloitte on LinkedIn http://www.linkedin.com/company/d eloitte • Deloitte on LinkedIn. • 7th highest followed company on LinkedIn. Advanced Internet Research Techniques for Accountants — 179

Ernst & Young on LinkedIn http://www.linkedin.com/company/e rnst-and-young • Ernst & Young on LinkedIn.

Advanced Internet Research Techniques for Accountants — 180

KPMG on LinkedIn

http://www.linkedin.com/company/kpmg

• KPMG on LinkedIn.

Advanced Internet Research Techniques for Accountants — 181

KPMG on LinkedIn

http://www.linkedin.com/company/kpmg

• KPMG on LinkedIn.

Advanced Internet Research Techniques for Accountants — 182

PwC on LinkedIn

http://www.linkedin.com/company/pwc

• PwC on LinkedIn.

Advanced Internet Research Techniques for Accountants — 183

PwC on LinkedIn

http://www.linkedin.com/company/pwc

• PwC on LinkedIn.

Advanced Internet Research Techniques for Accountants — 184

Jeffrey Reimer on LinkedIn http://www.linkedin.com/in/jreimercpa • Example of sole proprietor accountant on LinkedIn.

Advanced Internet Research Techniques for Accountants — 185

LinkedIn Benefits

186

LinkedIn provides real-time intelligence on business landscape and employment opportunities.

• In previous generations’ career tracks were simple and mostly linear, now entire industries expand and contract at alarming speed. • In this new world, government statistics move too slowly to capture employment dynamics. • LinkedIn can answer key questions like no other: What jobs are available in a particular occupation? What type of experiences do I need to get a job in those professions? What did people who have those jobs study in college? . "Social contracts." The Economist. January 28, 2010. “For Those Facebook Left Behind.” David Pogue. New “Nine reasons to join LinkedIn?” Shital Kakkar Mehra. http://www.economist.com/node/15350994 York Times. July 7, 2010. http://nyti.ms/b95m3H Economic Times. Feb. 25, 2011. http://bit.ly/gys0A4

LinkedIn improves your visibility.

If you aren't senior enough to be on your company's website or your industry doesn't make frequent news, people may have trouble finding you on the Internet. LinkedIn may be the only way for someone to find more information about you online and through Google.

"Finding a Career Track in LinkedIn Profiles." Jeffrey Selingo. New York Times. July 31, 2015. http://nyti.ms/1K2OwUe

LinkedIn keeps your address book up to date.

People change cities/jobs but rarely send emails informing others. By updating a single page, you can inform your entire network about your move (and your network can inform you about their moves).

You can build and grow relationships.

By helping others connect with your contacts and do business, you deepen the bonds with your existing network.

You can receive email alerts about your LinkedIn connections.

Users can vouch for one another as references.

You can join groups and follow people and discussions that are happening only on LinkedIn (Example: Big Four Accounting Consulting Group has 117,000+ members).

You can research and follow companies.

LinkedIn is number one platform for B2B marketers.

41% of B2B marketers cite LinkedIn as preferred platform, compared to just 30% who reported Facebook was most important.

"10 Reasons Your Brand Needs To Be On LinkedIn." Jayson DeMers. Forbes. July 22, 2015. http://onforb.es/1K2Nwj7

LinkedIn provides free career insurance.

The service is an “active sonar” system that ensures you appear on the radars of both head-hunters and future employers and can help your future career growth

You can track and reverse-engineer career paths of LinkedIn members by navigating the connections between their majors, schools and careers.

If your goal is to become, say, head of forensic accountancy at a large company, you see what sort of jobs have led to such roles for others.

"Finding a Career Track in LinkedIn Profiles." Jeffrey Selingo. New York Times. July 31, 2015. http://nyti.ms/1K2OwUe

You can search for professionals from a certain industry in your area (or in any industry from any area).

Rich online profiles help recruiters get a good feel for a candidate without having to request a detailed curriculum vitae.

LinkedIn helps firms cut recruitment costs.

Did you know: Businesses spend more than $3,000 per hire on recruitment, and often 20 times this on senior positions.

Firms like Intel, US Cellular, Accenture save millions of dollars a year in fees by recruiting through LinkedIn rather than using head-hunters. “Talent Brand Index Makes the LinkedIn Recruiting Platform Indispensable.” Josh Bersin. Forbes. October 11, 2012. http://onforb.es/TbD5v3

LinkedIn greatly expands your geographic reach when searching for talent or employment.

You’re no longer limited to asking your immediate colleagues for referrals. Now you can ask colleagues of colleagues which exponentially increases your networking circle.

You can ask business-related questions of experts (or provide answers yourself).

LinkedIn gives you increased visual and recognition power.

When meeting a person for business, a quick check of their photograph helps you identify him/her in the group of strangers seated in the conference room.

LinkedIn is powerful conversation- starting tool.

You can dive deep into profiles for details about members’ lives, their skill sets, and how they are connected to other companies and people.

Say you’re meeting the Director Marketing of a company for business. By visiting his online profile, you know his school, his college, the companies he's worked with, his current role and more. In short, it prepares you better for the meeting and provides vital information to help strike up a conversation.

“LinkedIn may be the best source of sales intelligence on the planet for finding and reaching out to a prospective customer.”

“27 LinkedIn Tips: LinkedIn Best Practices For Entrepreneurs?” Ken Krogue. Forbes. June 29, 2012. http://onforb.es/17h9MzE

Polling Question #7 7. What are leading LinkedIn benefits? a) Promote yourself online. b) Stay in touch with professional network. c) Search for jobs and talent in your industry. d) All of the above.

206

LinkedIn Issues

207

LinkedIn can be ANNOYING!

“The service has make up a bunch of weird things for users to do, like congratulating people on their birthdays, work anniversaries, and endorsing them for skills. That’s really not the same as professional networking. It has to constantly prod you to interact with it, like a needy younger sibling.”

“LinkedIn’s mind games work for them, not you.” Jason Murphy. NewDaily. July 12, 2015. http://bit.ly/1K2LlvW

Most members don’t actually use the service.

Only one in four LinkedIn members visit the website on a monthly basis.

A majority of the webpage views are generated by a minority of the members.

“LinkedIn Confesses That Most of Its “Users” Don’t Use the Site.” Jim Edwards. bNet. February 16, 2011. http://bit.ly/gLulNA

Not all LinkedIn connections (and recommendations) are legitimate.

Some members accept “connection” invitations from people they don’t actually know.

This weakens the concept of a trusted colleague network.

“Why I don't respond to LinkedIn requests.” Jed Hartman. Lorem Ipsum Blog. November 21, 2010. http://bit.ly/diQmff

Followers and Likes for 4 | http://bit.ly/1qZEgGg | Buy LinkedIn connections.

You may feel uncomfortable accepting “connection” invitations from people YOU don’t know.

“Why I don't respond to LinkedIn requests.” Jed Hartman. Lorem Ipsum Blog. November 21, 2010. http://bit.ly/diQmff

The site is awash in self-aggrandizing postings (“look how great I am!”) and huckster pitches (“buy now!”) for professional services.

“Why I don't respond to LinkedIn requests.” Jed Hartman. Lorem Ipsum Blog. November 21, 2010. http://bit.ly/diQmff

National Law Journal: LinkedIn has hidden legal dangers.

Be wary of giving glowing reviews: the recommendations could be used against you in a discrimination or harassment suit.

Instead, merely state dates of employment, positions with the organization and salary.

“Lawyers warn employers against giving glowing reviews on LinkedIn.” National Law Journal. July 6, 2009. http://bit.ly/bOeiwW

Some LinkedIn users inflate their job titles or misrepresent their work experience or academic background.

“My assistant is using my title on LinkedIn.” Alison Green. International Business Times. April 12, 2011. http://bit.ly/fE6b4f

Some users engage in network “arms race” and view service as “electronic scoreboard” of their popularity and credibility.

“My assistant is using my title on LinkedIn.” Alison Green. International Business Times. April 12, 2011. http://bit.ly/fE6b4f

Watch out for LinkedIn-itis: belief that LinkedIn is only recruitment tool.

You could be overlooking extremely talented individuals who either aren’t LinkedIn members or are but don’t connect to or drop the “right names.”

“Networks Too Big for Their Own Good.” Jon Picoult. New York Times. October 17, 2009. http://nyti.ms/SIrWao

Be wary of “cyber imposters.”

In India, Prabhakar Mani Tripathi – a Hyundai Motors regional manager -- had to fight for nine months to get a malicious profile created by an online impostor removed from LinkedIn. The person created a duplicate profile in Tripathi’s name and sent lewd postings to Tripathi’s contacts on LinkedIn.

“‘My reputation was being torn to shreds for 9 months on LinkedIn’.” Devidas Deshpande. PuneMirror. April 24, 2011. http://bit.ly/ebUCqZ

Establishing an effective LinkedIn presence is not a one-time effort.

Completing a profile, finding relevant connections, joining groups and keeping your information and network current takes time and requires an ongoing commitment.

“LinkedIn passwords leaked by hackers.” BBC News. June 6, 2012. http://bit.ly/SIhFex

LinkedIn users report below average satisfaction

LinkedIn third-lowest rated social media network for customer satisfaction in 2012 and below category average.

“Scores by Industry: Internet Social Media..” American Customer Satisfaction Index. July 13, 2012. http://bit.ly/SbF1mz

Polling Question #8 8. What are key weaknesses and risks of LinkedIn? a) Some users inflate job titles and misrepresent experience. b) Only a minority of LinkedIn members actually visit the website on a monthly basis. c) Not all LinkedIn connections are legitimate. d) All of the above.

222

Starter LinkedIn Strategy for Accountants

223

Create.

Edit your profile at any time.

Customize public profile URL – to match your name.

Add sections to your profile – at any time.

Advanced Internet Research Techniques for Accountants — 225

LinkedIn Company Profile http://www.linkedin.com/company/add /show • Build a LinkedIn profile page for your organization.

Advanced Internet Research Techniques for Accountants — 226

Connect.

Add contacts at any time.

Add LinkedIn connections from your searches.

Advanced Internet Research Techniques for Accountants — 228

Share.

• Share content – recruiters 10 times more likely to contact pros who regularly update. • Be a cheerleader – be positive. • Don’t underestimate updates – every post is a reflection of your professional identity.

“4 Ways to Stand Out on LInkedIn.” Nicole Williams. LinkedIn Blog. October 9, 2012. http://bit.ly/TbwqAV

Join.

Search for, join and create groups.

Search for, join and create groups. http://www.cpa2biz.com/Content/media/PRODUCER_CONTENT/Newsletters/Articles_2010 /CPA/Dec/SevenLinkedInConnections.jsp Search groups by keyword.

Filter groups by connection level, categories and languages.

Create your own group. Join a group.

Advanced Internet Research Techniques for Accountants — 232

Follow.

Search for, join and create groups.

Follow (or unfollow) any company at any time.

Click to follow company (and click again to unfollow).

Advanced Internet Research Techniques for Accountants — 234

In a group, you can start or participate in discussions, like or comment on a post, and follow group members.

Start a discussion. Launch a poll.

Like or comment on a group post.

Follow group members.

Advanced Internet Research Techniques for Accountants — 235

Protect.

Use LinkedIn Safely and Responsibly … • Adjust privacy settings accordingly. • Protect confidential information. • Respect privacy of colleagues and clients. • Ensure you speak for yourself and not others. • Be cautious about what type of content you post and who you share that content with.

“Google+ Fact Sheet.” International Association of Chiefs of 237 Police. February 2012.

Key takeaway … LinkedIn is a social network for professionals that can help accountants and financial professionals of all stripes showcase your credentials and experience, develop new contacts, expand your network and identify new job and business opportunities nearby or around the world.

Recap …

239

Recap • LinkedIn Basics (origins, key stats, Facebook vs. LinkedIn). • Creating a LinkedIn Account (sign up tips). • Quick Overview (rundown of major tabs and sections). • LinkedIn Profiles (personal profile, managing privacy, corporate profile, optimizing profile) • Using LinkedIn for Blogging and Self-Publishing (share brief updates, upload photos, publish long-form posts). • Adding Connections (who to connect with, managing connections, what to watch for in content streams). • Inmail (direct messaging tips). • Jobs (search for job, save job searches). • Interests (companies, groups, skills). • Apps and Special Features (mobile apps, education tools, create website from profile). • LinkedIn Help and Social Media (LinkedIn on LinkedIn, Facebook, YouTube, Twitter, Flickr). • Business Services (post a job, talent, advertise). • Most Followed Companies (IBM, HP, Microsoft). • How Accountants Use LinkedIn (case studies of big and small ops). • LinkedIn Benefits (boost visibility, keep up to date address book, build relationships). • LinkedIn Issues • LinkedIn tarter Strategy for Accountants • Key Takeaway

LinkedIn for Accountants

Garrett Wasny, MA, CMC, CITP/FIBP Web: http://www.garrettwasny.com E-mail: [email protected] | Cell: 778.898.9059

Connect with Garrett Wasny on LinkedIn http://www.linkedin.com/in/garrettwasny

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