Por Amber Wigmore Álvarez, Ph.D (Twitter: @wigmorealvarez e Instagram: @wigmorealvarez)
Con más de 300 millones de usuarios en más de 200 países a nivel mundial y más de dos profesionales nuevos dándose de alta cada segundo en la web de LinkedIn, el contar con un perfil en esta plataforma ya no es una opción, sino es lo esperado. Se estima que un 80% de los CEOs son usuarios de plataformas de medios sociales.
Muchos directivos cometen el error de pensar que tener presencia en los medios sociales es para buscar trabajo, cuando en realidad una razón importante es la de querer mejorar su marca personal y establecerse como un líder de pensamiento. En este sentido, LinkedIn es el sitio idóneo para contar su trayectoria profesional, fortalecer su identidad de marca y destacar sus logros principales, aunque Twitter e Instagram están cobrando fuerza en este aspecto. En el caso de Twitter, hay que usar palabras clave de su industria en la biografía breve que esta plataforma le permite, dado que aquí es donde se centran las búsquedas.
Para los directivos que sí estarían encantados de estar en el radar de los consultores de búsqueda ejecutiva (headhunters), LinkedIn ayuda a aumentar su visibilidad entre dicha comunidad, además de ser un elemento fundamental en su kit de herramientas. Con frecuencia recurren a LinkedIn y las otras plataformas de medios sociales y por lo tanto, para ser considerado como un candidato potencial, es importante utilizar palabras clave específicas de la industria. ¿Pero qué están buscando exactamente cuando recurren a estas plataformas buscando a candidatos?
Como candidato, piense que no hay una segunda oportunidad para causar una primera impresión y además, cuenta con menos de 6 segundos para lograr causar un impacto, que es el tiempo que van a invertir en revisar sus perfiles online. Entonces, ¿en qué debe centrarse? Primero, en tener una foto profesional, en la cual esté sonriendo o por lo menos, dar la sensación de invitar a conocerse. Y segundo, pensar que el título de su perfil es un elemento muy importante, porque con la excepción de su foto y puesto actual, es la única fuente de información que se muestra en las búsquedas en LinkedIn.
Muchos ejecutivos caen en la complacencia y esperan hasta encontrarse en un periodo de transición profesional para construir su red ejecutiva, cuando en realidad la creación de una red fuerte requiere su tiempo. No espere a construir relaciones hasta que necesite algo. Además, hay que seguir haciendo networking en persona, con LinkedIn siendo clave para aprender más acerca de nuevas conexiones, realizar seguimiento y mantenerse en contacto.
Una estrategia de LinkedIn debe formar parte de su diseño de carrera, siendo importante el mantenimiento de un perfil optimizado, actualizado y veraz, siguiendo unas pautas:
• Amplíe los puntos que se trataron en su CV, profundizando en los temas, compartiendo conocimientos, comentando artículos relevantes y participando en discusiones de grupo, convirtiéndose en todo un experto en su campo profesional. No debe limitarse a copiar y pegar lo que aparece en su CV.
• Escriba una sección de Resumen que describe quién es Usted, sus logros más importantes, sus áreas de especialización y sus cualidades y atributos que hacen que se destaque de los demás, siendo genuino y creíble.
• Utilice todo el espacio disponible en cada una de las secciones, comenzando por su título, donde podría incluir una declaración sobre su marca personal o incluso áreas clave de su experiencia profesional.
• Piense en ser más estratégico y que su perfil en LinkedIn refleje: ¿Quién es Usted? ¿Cómo quiere ser percibido en su carrera? ¿Cuál es su ventaja competitiva frente a otros profesionales con perfiles parecidos?
• Incorpore las palabras clave más relevantes, pensando en hacia dónde quiere ir en su carrera. Los consultores de búsqueda ejecutiva y las empresas utilizan palabras clave para encontrar candidatos con cierta combinación de habilidades y experiencia.
• Utilice la sección de Alumni de LinkedIn, para conectarse con antiguos alumnos de sus instituciones educativas.
Se trata de crear una imagen en las redes sociales para que los demás entiendan quién es Usted, su experiencia y su valor, siendo su presencia online un componente crítico de su estrategia de gestión de carrera. Uno debe tener como objetivo hacer una conexión humana, siendo partícipe de grupos y dejando que brille su pasión.
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