Reimagined Rock Your Profile, one of LinkedIn's all-time most popular courses, with real-life examples, and an accompanying worksheet.
Title: Rock Your Profile webinar
Tool: Microsoft Powerpoint and Microsoft Word
Time in Development: 3 weeks
Developed for: LinkedIn
Audience: General LinkedIn users
Background
LinkedIn can be a lot more than just a list of work experience. We would like our users to think of LinkedIn as an opportunity to build their professional brand that can show the world their accomplishment, what they stand for, and what they are passionate about. So, LinkedIn created several versions of Rock Your Profile course aimed at many types of users on different medium. For example, we had a basic static 10-pager PDF available online for anyone to download, a live in-person Rock Your Profile talk for college students on tour, an online version on how academics can rock their profiles in a collegiate market available for LinkedIn Learning clients, and many more.
Early in 2022, we wanted to combine the best parts of all available versions of Rock Your Profile courses into one in a webinar format, with an additional live demonstration.
My Role
When I was assigned to work on this project, I was very excited and thought I was very lucky to be able to develop this important course for our users. I researched and read through as many versions of Rock Your Profile as I could find. Then, I worked with several Customer Success Managers from different vertical markets to identify the pain points and gaps that current Rock Your Profile offerings still cannot address.
To bring the content to life, I created three characters with varying completeness of their LinkedIn profiles (Yes, these characters have a real LinkedIn profiles you can connect with!). I made sure that, in their real fictional life, they all are equally strong candidates in their file. However, since only some characters utilize our recommendations, they appear very differently to recruiters online.
Throughout this design process, I tried to sprinkle questions for our audience to test their level of understanding, help them specify their goal, and to keep them engaged with our webinar. For example, we asked how they would rate their current profile and what is their current profile goal.
After the content has been finalized, I worked with our talented Training Manager, Tom Hall, to make sure that I was designing a learning materials that is compatible with his delivery style. After a few practice runs together, we agreed that there should be an accompanying worksheet for our learners to practice writing their new profile.
For this worksheet, I worked with another Instructional Designer in my team. We broke down the best practices mentioned in the webinar into tasks. Each task has a short blurb to remind learners what our gold standard is, then a check box or a blank space to write their verbiage for their profile in.
Fun fact: Bethania Barboza, the character that follows all our recommendations, regularly receives offers from recruiters!
This just goes to show that making your profile rocks can really make a different.
Project Goals
Learners recognize the importance of having a strong professional brand
Learners identify their most important qualities to highlight across their profile
Learners apply best practices for building an engaging profile
I want to talk about the Net Promoter Score (NPS) a little bit here. Net promoter score is an industry-wide metric used to measure customer experience. It is the core measurement for customer experience management programs all around the world.
As you can see in the image above, the NPS metric that LinkedIn uses ranges from -100 to 100, with any score above 70 categorized as Excellent. Rock Your Profile webinar receives 76 NPS, which falls into Excellent range. We are proud of this score and happy that our course satisfies our users' learning.
Next Steps
The next step for this webinar is localization. Since LinkedIn is a global company, we would like to spread the knowledge on how our international users can also rock their profiles. However, this will not be a simple translation effort. What makes a profile rocks for each culture has a number of nuanced differences. So, there was a discussion to work with an expert from each major market to tailor this course for their audience 🇳🇱🇫🇷🇩🇪🇮🇹🇯🇵🇵🇱🇵🇹🇨🇳🇪🇸🇹🇷.
If you want to make your profile rocks, this webinar is delivered weekly and you can register for a seat here. I highly recommend Tom Hall's session.