Comstock's magazine 0219 - February 2019 - Page 63

“In 2019, a paper resume and a business card, they’re not extinct, but they’re heading that direction,” Kurt Shaver, a LinkedIn consultant with the Bay Area-based firm Vengreso, says. “At the same time, LinkedIn really has continued to grow and grow and grow and grow. It’s just become a critical part of doing business.” Enter the LinkedIn Makeover. Much like those resume coaches of the past, these professionals add finesse and flair to ensure a profile stands out. But unlike it’s ink-on-paper prede- cessors, a LinkedIn profile is a living and breathing online doc- ument. Making the most of its features, including optimizing keywords and other aspects for search, can take some master- ing. The 2,000-character summary field, for example, can (and should, experts say) be much more than the “objective” section atop many resume templates. Experts recommend approach- ing it more like a wordsmithed mission statement for your per- sonal brand and business offering. Digital-first elements like headers, headshots and recommendations from fellow mem- bers can make or break a profile. “It’s a lot of hard work to do a professional LinkedIn profile correctly,’” says Shaver. Caryn Moloney experienced that firsthand. For much of her career, the Elk Grove-based account executive didn’t pay much attention to LinkedIn. She had a profile, but the spartan A SALUTE TO SERVICE Honoring the California National Guard page featured little more than her name and a few job titles. For years, she didn’t even use a photo. That changed after Moloney’s employer, global insur- ance brokerage Woodruff Sawyer, hired Vengresso to upgrade profiles across the company. Type Moloney’s name into the LinkedIn search box, and you’ll find an eye-catching cover photo of the Woodruff Sawyer logo superimposed next to the Golden Gate bridge, a polished professional headshot and a succinct yet informative bio in the header: “Providing Exper- tise to Make Informed Decisions for Employee Benefit Plans,” her tagline reads. “I’m so proud of it because it looks so professional,” Moloney says. A snazzy look isn’t all these services offer. Users need to remember that the audience isn’t just potential employers or members of their professional network. Whether you work as a teacher or in constituent services, people searching your name online will likely come across your profile. And for those in banking or sales, clients or other prospects might turn to LinkedIn before seeking your services. In fact, experts caution that one of the biggest mistakes they see is users not consider- ing the audience — or goals — when crafting a profile. “Everyone is on LinkedIn for different reasons,” says Don- na Serdula, one of the pioneers of the LinkedIn makeover THE EVENT OF THE CENTURY Dust off your old uniform, find some scrubs or your favorite Hawaiian shirt, and join us to honor veterans by supporting the American Red Cross Service to the Armed Forces. mobilize For tickets or sponsorship information visit redcross.org/bash MARCH 30, 2019, 5 to 10 p.m. FOOD • DRINKS • DANCING • SPONSOR RECOGNITION • MORE *NEW LOCATION* California Automobile Museum 2200 Front St., Sacramento 221401-04 1/19 February 2019 | comstocksmag.com 63