Podcasts > Creating Confidence with Heather Monahan > #484: It’s Time to ELEVATE Your LinkedIn with Melanie Borden, Founder & CEO at The Borden Group

#484: It’s Time to ELEVATE Your LinkedIn with Melanie Borden, Founder & CEO at The Borden Group

By Heather Monahan

In this episode of Creating Confidence with Heather Monahan, Melanie Borden, Founder and CEO at The Borden Group, shares insights on optimizing your LinkedIn profile and personal brand. The conversation covers strategies for crafting an engaging "About" section, leveraging visuals like your profile picture and banner, and consistently sharing valuable content to position yourself as a thought leader.

Monahan and Borden also delve into utilizing AI tools for content creation, transcription, and automation to streamline workflows and maintain brand consistency. They discuss embracing negative feedback as a sign of increasing visibility and focusing on celebrating milestones alongside supportive communities.

#484: It’s Time to ELEVATE Your LinkedIn with Melanie Borden, Founder & CEO at The Borden Group

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#484: It’s Time to ELEVATE Your LinkedIn with Melanie Borden, Founder & CEO at The Borden Group

1-Page Summary

Optimizing Your LinkedIn Profile

Profile Picture

Heather Monahan and Melanie Borden highlight the importance of a current, high-quality profile photo that looks like you and makes a good first impression. Monahan recommends updating it every 6 months.

"About" Section

Your "About" section should tell your personal story, showcasing your expertise, achievements, and unique value proposition in the first person. Borden advises structuring it to inspire others and make clear who you work with and how you help.

Strategically use your banner to align with your current goals, like generating leads or promoting events. Borden suggests featuring client testimonials, your offerings, and a call-to-action while maintaining brand cohesion.

Leveraging LinkedIn

Thought Leadership

Consistently share valuable content demonstrating your expertise. Engage with your network through comments and conversations. Leverage testimonials to build trust.

Personal Branding

Monahan and Borden built strong personal brands on LinkedIn, attracting opportunities. They recommend tactics like featuring testimonials, using QR codes linking to your profile, and leveraging exclusive content offers.

Company Culture

When working with companies, Monahan and Borden aligned employee personal brands with the marketing strategy, conducted LinkedIn training, and encouraged employees to share the company narrative, boosting visibility.

Using AI for Personal Branding

Content Creation

Leverage AI tools for transcription, personalized content generation, and maintaining brand voice consistency. Monahan used an AI to rewrite her "About" section impressively.

Automation

Implement workflows to systematize content creation and distribution using AI transcription and repurposing tools like Borden's. Utilize AI productivity tools to streamline administrative tasks.

Overcoming Resistance

Start small with AI integration into your workflows. Recognize AI's time-saving, cost-effective, and scalability benefits. Embrace the learning process.

Dealing with Negativity

Embrace "Haters"

Monahan and Borden view negative feedback as a sign of increasing visibility and impact. They suggest critics often reveal more about themselves than the person criticized.

Focus on Positives

Seek feedback from engaged supporters. Celebrate small wins and milestones. Surround yourself with a community that believes in and supports your vision.

1-Page Summary

Additional Materials

Counterarguments

  • Updating a profile picture every 6 months may not be necessary for everyone; for some professionals, a good quality picture can last longer and frequent changes might confuse connections.
  • The "About" section could be more effective if it also includes a clear call-to-action, rather than just personal storytelling and showcasing expertise.
  • A banner that is too focused on sales or self-promotion might turn off potential connections; it should balance professionalism with personal branding.
  • Sharing valuable content is important, but the quality of content should be prioritized over consistency to avoid overwhelming or spamming one's network.
  • Engaging with a network through comments and conversations is time-consuming and may not always lead to meaningful interactions or business outcomes.
  • Building a personal brand exclusively on testimonials and exclusive content offers might not resonate with all audiences; authenticity and genuine engagement can be equally important.
  • Aligning employee personal brands with company marketing strategy could potentially stifle individuality and creativity, which can be counterproductive to personal branding.
  • AI tools can assist with content creation, but over-reliance on AI might result in a loss of personal touch and authenticity in the content.
  • Systematizing content creation and distribution with AI tools may lead to a one-size-fits-all approach that doesn't account for the nuances of different platforms or audiences.
  • Starting small with AI integration is prudent, but it's also important to critically assess whether AI tools are the right fit for one's specific needs and branding strategy.
  • Negative feedback should not always be dismissed as a sign of visibility; it can provide valuable insights for improvement and should sometimes be addressed directly.
  • While focusing on positive feedback is beneficial, constructive criticism from engaged supporters can be crucial for growth and should not be overlooked in favor of only celebrating wins.

Actionables

  • You can refresh your digital presence by scheduling a professional photoshoot with a local photographer, ensuring you have a set of high-quality images to update your profile picture periodically.
    • By having a variety of professional images on hand, you can maintain a fresh and engaging online presence without the hassle of frequent impromptu photo sessions. For example, you might choose a more formal portrait for LinkedIn and a casual, approachable image for your personal blog.
  • You can showcase your evolving expertise by starting a monthly blog post series that highlights what you've learned or achieved recently.
    • This practice not only keeps your "About" section current but also provides a narrative of your professional growth. For instance, if you've just completed a significant project, write a detailed post about the experience and the skills you've honed, then link to this post in your bio.
  • You can create a dynamic online presence by designing a set of interchangeable banners that reflect different aspects of your personal brand or seasonal themes.
    • Use free graphic design software to craft banners that you can rotate throughout the year. For example, if you're a marketing consultant, you might have a banner for each service you offer, or if you're job hunting, you might create banners that highlight different skills or projects relevant to the positions you're targeting.

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#484: It’s Time to ELEVATE Your LinkedIn with Melanie Borden, Founder & CEO at The Borden Group

Optimizing your LinkedIn profile for personal branding and business growth

Personal branding and business growth are increasingly tied to one's digital presence, and a well-crafted LinkedIn profile can be a crucial component. Experts Heather Monahan and Melanie Borden share insights on how to optimize your LinkedIn profile for maximum impact.

Importance of a professional, up-to-date profile picture that reflects your current self

Updating and maintaining a current, professional profile picture is an essential step in personal branding on LinkedIn.

Ensure your profile picture is taken within the last 6 months and represents your current appearance

Melanie Borden recommends that your LinkedIn photo should be updated at least every six months and accurately portrays your current appearance. Heather Monahan advocates for a recent picture, ideally taken within the last year, to ensure it represents who you are now.

Using a high-quality, authentic headshot or photo can build trust and make a good first impression

Monahan notes the significance of an authentic profile image, stressing that it doesn't have to be costly; a well-taken selfie can be effective. The image should convey your personality, feel authentic, and make a positive first impression to establish trust. Monahan also highlights the modern shift from business cards to LinkedIn profiles, pointing out that your LinkedIn profile is now what you share instead of a traditional card.

Crafting a compelling "About" section to differentiate yourself and attract opportunities

The "About" section of your LinkedIn profile is more than a traditional CV; it is an opportunity to tell your personal story and engage with your audience.

Structure your "About" section as a personal story that highlights your experience, expertise, and goals

Borden insists that your LinkedIn story creates opportunities and reflects your journey and aspirations. Monahan acknowledges the need to showcase one's experience, specialties, audiences served, speaking style, and achievements in a way that is not watered down but instead inspires others and highlights individual actions.

Showcase your unique value proposition, achievements, and how you can help potential clients or partners

Your "About" section should include your current role, specializations, the types of clients you serve, notable achievements, personal traits, and feedback from clients. It should clearly state who you work with, what you do, the results you achieve, and how you can be contacted.

Use first-person language to create a more personal connection with your audience

Speaking in the first person is crucial. This approach personalizes the narrative, connecting directly with the reader as if in conversation.

Leveraging your LinkedIn banner to drive ...

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Optimizing your LinkedIn profile for personal branding and business growth

Additional Materials

Counterarguments

  • While updating your profile picture regularly is recommended, for some professionals, a photo that is slightly older but still representative may suffice, especially if their appearance has not significantly changed.
  • High-quality headshots are ideal, but not everyone may have the resources or time to obtain one, and a professional-looking photo that is not a headshot could still be effective.
  • The advice to update your LinkedIn photo every six months may not be necessary for all industries or roles, as the need for frequent updates can vary based on professional standards and personal branding strategies.
  • The "About" section should indeed tell a personal story, but it should also be concise and to the point to respect the reader's time and attention span.
  • While first-person language can create a personal connection, some industries or cultures may prefer a more formal third-person approach to maintain a professional tone.
  • The effectiveness of a LinkedIn banner in driving business objectives can vary greatly depending on the industry, the target audience, and the clarity of the message.
  • Not all LinkedIn users may have a clear business objective for their banner, and some may benefit more from a simple, professional design that does not include a call-to-action.
  • Visual cohesion is important, but it should not come at the expense of content quality ...

Actionables

- Create a LinkedIn photo reminder by setting a biannual alert on your phone or calendar app to prompt you to evaluate and potentially update your profile picture, ensuring it reflects your current professional image.

  • By having a set reminder, you won't have to remember when it's time to update your photo; the alert will prompt you. This keeps your profile fresh and in line with the advice of regularly updating your image. You could even plan a day to dress professionally and take several pictures in different poses and outfits, so you have a selection to choose from when the reminder pops up.
  • Develop a personal branding kit that includes variations of your LinkedIn banner that align with different business objectives you might have throughout the year.
  • Having a pre-made set of banners allows you to quickly update your LinkedIn profile to match your current focus without needing to design a new banner each time. For example, if you're launching a new product, you could have a banner that features the product and a call-to-action. If you're focusing on networking, another banner might highlight a professional quote or statement about collaboration.
  • Write a draft of your "About" section in a storytel ...

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#484: It’s Time to ELEVATE Your LinkedIn with Melanie Borden, Founder & CEO at The Borden Group

Strategically using LinkedIn to attract opportunities, clients, and employees

Heather Monahan and Melanie Borden discuss how they use LinkedIn to establish thought leadership, build strong personal brands, and attract top talent, offering insights into effective strategies for leveraging the platform.

Positioning yourself as a thought leader through consistent, valuable content

Monahan identifies herself as a thought leader and underscores the importance of a well-curated professional image. To establish thought leadership, she suggests sharing personal and professional experiences, insights, and expertise. Monahan and Borden highlight the benefits of engaging with one's network through responding to comments and initiating conversations. Moreover, they recommend leveraging testimonials and social proof to build trust and spotlight new opportunities on LinkedIn.

Leveraging LinkedIn to build a strong personal brand and expand your network

Monahan and Borden share their success in building strong personal brands on LinkedIn, which has enabled them to be regarded as thought leaders, thus attracting diverse opportunities. For instance, client testimonials featured on a LinkedIn banner can contribute to building trust and attracting opportunities by showcasing positive feedback. Monahan encourages the subscription to LinkedIn letters she and Borden write, further enticing her audience with valuable content and exclusive offers. Additionally, Monahan recommends using a QR code linking to one's LinkedIn profile as a modern marketing tool, reflecting on how she began marketing herself on the platform seven years ago.

Utilizing LinkedIn to attract top talent and build a strong company culture

The conversation shifts to the ways company culture and successful recruitment align with LinkedIn strategy. When Monahan and Borden worked with a tech company, they aligned the personal brands of thei ...

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Strategically using LinkedIn to attract opportunities, clients, and employees

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Counterarguments

  • While sharing personal and professional experiences can establish thought leadership, it can also blur the lines between professional and personal boundaries, potentially leading to privacy concerns or unprofessional perceptions.
  • Engaging with one's network is beneficial, but it can be time-consuming and may not always lead to meaningful interactions or opportunities.
  • Testimonials and social proof are useful, but they can create a biased view of an individual or company if not balanced with a realistic portrayal of challenges and setbacks.
  • Building a strong personal brand is important, but focusing too much on personal branding can sometimes overshadow the value of teamwork and collective company branding.
  • Featuring client testimonials prominently might lead to overemphasis on past successes and could set unrealistic expectations for future clients.
  • Subscribing to LinkedIn letters for content and offers assumes that all audience members find this mode of communication valuable, which may not be the case for everyone.
  • Using a QR code as a marketing tool is innovative, but it may not be effective for all target demographics, especially those less tech-savvy or who prefer traditional methods of networking.
  • Aligning personal brands with the company's marketing strategy can be powerful, but it risks conflating individual ...

Actionables

  • You can create a visual content series that illustrates your professional journey, including challenges and successes, and share it on LinkedIn to establish your narrative and expertise. Start by mapping out key milestones in your career and personal life that have shaped your professional outlook. Then, use a graphic design tool like Canva to create visually appealing posts or a short video series using tools like Adobe Spark. Share these posts periodically to engage your network and provide a narrative thread that others can follow and learn from.
  • Develop a habit of writing personalized recommendations for your connections, focusing on their unique skills and achievements, to foster a culture of mutual support and trust. Take a few minutes each week to write a thoughtful recommendation for someone you've worked with or who has impressed you professionally on LinkedIn. This not only helps them by providing social proof but also encourages a reciprocal gesture that can enhance your own profile with genuine testimonials.
  • I ...

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#484: It’s Time to ELEVATE Your LinkedIn with Melanie Borden, Founder & CEO at The Borden Group

Leveraging AI and automation to streamline personal branding and content creation

Personal branding and content creation are pivotal in today’s digital economy, and leveraging AI and automation offers transformative possibilities for efficiency and scale.

Harnessing AI tools to generate personalized, high-quality content at scale

AI-powered tools can substantially enhance personal branding by creating high-quality, personalized content.

Use AI-powered transcription services to turn audio/video recordings into written content

For instance, Borden utilizes AI transcription services such as Otter AI to turn audio recordings from calls into written transcripts. These can then be repurposed into various forms of content such as posts, blogs, newsletters, and eBooks.

Leverage AI assistants to help craft engaging, on-brand social media posts and blog posts

Heather Monahan exemplifies this by using an AI chatbot, likely ChatGPT, to rewrite her LinkedIn "About" section. She was impressed with the AI's output, which was a marked improvement over the original.

Train AI models to write in your unique tone and style to maintain brand consistency

Borden also suggests training AI models on client voices based on existing recordings, which helps in creating content that stays true to the client’s tone and voice, ensuring brand consistency.

Automating repetitive tasks to free up time for higher-impact activities

Automating tedious tasks allows professionals to allocate time to more strategic endeavors.

Implement workflows and processes to systematize content creation, scheduling, and distribution

Monahan emphasizes the importance of application, implying that automating or systematizing the content creation process is crucial. She suggests implementing workflows and processes for consistent content creation and distribution.

For example, the automated system Borden uses for recording calls and content generation streamlines the process of managing and distributing content.

Utilize AI-powered productivity tools to streamline administrative tasks and improve efficiency

Monahan also highlights using AI not just as a safety net but to enhance efficiency in tasks that would otherwise require manual effort. This suggests utilizing AI-powered productivity tools to streamline administrative tasks.

Allocate more time to strategic planning, relationship building, and other high-value initiatives

The automation afforded by AI also allowed Borden to ...

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Leveraging AI and automation to streamline personal branding and content creation

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Counterarguments

  • AI-generated content may lack the nuanced understanding and emotional intelligence that human creators bring to personal branding.
  • Over-reliance on AI for content creation could lead to homogenization of content, reducing the uniqueness of personal brands.
  • AI transcription services may struggle with accuracy, especially with poor audio quality or diverse accents, leading to additional editing work.
  • AI assistants may not always align with the latest social media trends or cultural sensitivities, potentially harming a brand.
  • Training AI models to write in a unique tone and style requires a substantial amount of high-quality input data, which may not be feasible for everyone.
  • Automating tasks could lead to a disconnect with the audience if the content feels too mechanical or lacks personal touch.
  • Systematizing content creation might stifle creativity, as it could encourage a formulaic approach to content.
  • AI-powered productivity tools may not integrate well with all existing systems, potentially causing more work or compatibility issues.
  • Allocating more time to strategic planning and relationship building assumes that these areas will benefit from less hands-on involvement in content creation, which may not always be t ...

Actionables

  • You can create a personal AI lexicon by noting down unique phrases and terms you frequently use, then inputting them into an AI writing tool to maintain your personal brand's voice across all AI-generated content. For example, if you often use the phrase "unlocking potential" in your motivational content, make sure the AI tool recognizes this as a key part of your lexicon and uses it consistently.
  • Develop a content feedback loop by sharing AI-generated drafts with a small, trusted group of peers before publishing to ensure the content resonates with human readers and retains a personal touch. This could involve creating a private group on a social media platform where you post your AI-generated content and ask for constructive feedback on its authenticity and engagement.
  • Integrate AI-generated content with interactive elements by using tools that allow you to embed quizzes, pol ...

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#484: It’s Time to ELEVATE Your LinkedIn with Melanie Borden, Founder & CEO at The Borden Group

The importance of putting yourself out there and not being afraid of negative feedback

Facing negative feedback is an inevitable part of putting oneself out in the public sphere. However, embracing criticism, focusing on the positive, and surrounding oneself with supportive people can transform such experiences into a valuable part of one's journey.

Embracing "haters" as a sign of progress and impact

Heather Monahan views receiving negative feedback as a sign of reaching a wider audience beyond one’s inner circle. She encourages seeing it as a cause for celebration for expanding one's reach. Melanie Borden echoes this sentiment, suggesting that negative reactions often reflect the critic's personal issues rather than the targeted individual's actions.

Negative feedback often says more about the critic than the person being critiqued

Borden points out that those who leave negative feedback are typically not capable of doing what the person they criticize is doing. Heather Monahan agrees, suggesting that frustration or negative reactions from others often stem from their own desires or lackings.

View criticism as a celebration of your visibility and willingness to take risks

Both Borden and Monahan suggest that negative feedback should be understood as a sign that you are visible and willing to take risks. They encourage seeing critical comments as a celebration rather than a setback.

Understand that the people leaving negative comments are typically not your target audience

Monahan implies that feedback from "haters" should be considered irrelevant, as these individuals are not in the arena taking risks and are likely not your target audience.

Focusing on the positive and staying true to your goals

Monahan and Borden stress the importance of staying focused on one’s overarching goals and the positive support from people who are inspired by one's actions.

Seek feedback and testimonials from those who are actively engaged in your journey

By focusing on the positive feedback and testimonials from engaged individuals, one can maintain mot ...

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The importance of putting yourself out there and not being afraid of negative feedback

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Counterarguments

  • Negative feedback can sometimes be a sign of a mismatch between the message and the audience, rather than progress or impact.
  • Not all criticism reflects the critic's personal issues; some may offer valid points that can lead to improvement.
  • Viewing criticism solely as a celebration can lead to complacency and a lack of critical self-reflection.
  • Some negative comments may come from within the target audience and could provide insights into how to better serve that audience.
  • Overemphasis on positive support might result in an echo chamber that hinders growth and adaptation.
  • Feedback from engaged individuals is valuable, but it's also important to consider the perspectives of less vocal or satisfied members of the audience.
  • Ce ...

Actionables

  • Create a feedback filter system by categorizing comments into constructive, irrelevant, and personal. When you receive negative feedback, sort it into these categories. Constructive criticism goes into a 'growth' folder for later review, irrelevant feedback is dismissed, and personal attacks are used as a reminder that some criticism is more about the critic than you.
  • Develop a 'celebration jar' where you write down every small achievement on a piece of paper and drop it in. Whenever you encounter negative feedback, pull out a note from the jar to remind yourself of the positive progress you've made, reinforcing the idea that you're on the rig ...

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