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Mind Your Business: LinkedIn Marketing for Entrepreneurs

BELIEVE IT OR NOT, LINKEDIN CAN ACTUALLY BE A POWERFUL MARKETING TOOL FOR YOUR SMALL BUSINESS

LinkedIn isn’t just for job seekers anymore. But where do you and your business fit into the mix? As an entrepreneur, how do you get found and what are the best practices for updating your profile and communicating with other users? Can LinkedIn really help entreneurs find clients and get business?

Link to this Mind Your Business partnership post, co-authored by my awesome #brandexpert #girlboss friend extraordinaire, Cody McBurnett, along with yours truly: executive career coach and LinkedIn expert Bryn Johnson of the Bryn Johnson Group. Together we are sharing on the ins-and-outs of using LinkedIn as a business owner.

Vulnerability and the Glass Ceiling

Post US 2016 Election, I find myself at a crossroads. 

Decision: Step forward in my life and let me voice ring out or hibernate in “numbness”. I choose to shine. I choose to let my voice be heard. Be vulnerable. Be willing to say what I feel as a way of expressing myself and sharing my truth- not focusing on what I am “against” or resentful of, but instead what I am “for” and what I encourage in the world.

Here’s to jumping off the diving board into the deep end of the pool!

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Attached is a beautifully written article by the President of Smith College.

It encapsulates the response I’ve always given when asked “Why do you still believe that Women’s Colleges are necessary?”

Answer: Because on campus at a college like Smith or Wellesley, every leadership role is held by a woman.

As the President of my Senior Class at Wellesley almost 3 decades ago, I learned to express myself as a leader and as an opinionated, hard-working young women without concerning myself with traditional gender roles or biases placed on me by my thinking or anyone else’s. Where terms like “bossy”, “aggressive” or “too loud” were not used.

This exceptional experience prepared me and made me stronger for the remainder of my life — where I would not always be shielded from these harsh terms.

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For Women, Glass Ceilings, and Glass Walls, Too

Kathleen McCartney

NOV. 16, 2016

Students at Smith College in 1948. Peter Stackpole/The LIFE Picture Collection/Getty Images 

NORTHAMPTON, Mass. — One week after the election, many students on my campus, one of the nation’s largest women’s colleges, remain heartbroken that Hillary Clinton was not able to shatter, in her words, “the highest, hardest glass ceiling.”

At Smith, every student leadership position from captain of the sports team to president of the student government is held by a woman, but my students know, even today, that this is a rare exception in a sexist world.

Still, there was a lot of hope and excitement on campus leading up to Election Day. This week, one student told me: “I’m still in shock. The reality is hitting me in waves.”

Many people have attributed Mrs. Clinton’s loss to her actions in public life, or to an America that wanted “change” at any cost. But this loss is as much about sexism as anything else.

For our mothers, sexism was explicit. Their war stories would make any Title IX officer today shudder. For our daughters, today’s students, sexism is often implicit. Both men and women internalize stubborn cultural biases about gender that affect our understandings, actions and decisions.

For this reason, female leaders are restricted by far more than ceilings. Glass walls erected by these unconscious biases box women into traditional roles and limit our opportunities.

The psychologist Raymond Cattell coined a phrase — “coercion to the biosocial mean” — that addresses this issue: Society punishes people who deviate from culturally expected patterns or push boundaries. Every professional woman I know could share incident after incident that illustrates this phenomenon.

Once, for example, a colleague told me that he thought I was “scary” when I voiced a strong opinion about a job candidate during a faculty meeting. I went home feeling chastised. The next day I checked with a few female colleagues; they had found me convincing, not scary.

This kind of feedback leads to an irresolvable conflict for female leaders. If women stay boxed in by the norms of our gender — passive, gentle and congenial — we may not be viewed as leadership material. If women adopt the norms of a leader — commanding, decisive and assertive — we may be punished for being too bossy, too pushy, too strident, too ambitious, too scary.

The glass walls of coercion were on full display during the presidential election. Donald J. Trump repeatedly accused Mrs. Clinton of lacking stamina — code for “women are weak” — but he also referred to her as a “nasty woman,” implying she was moving out of the bounds of proper behavior for her gender. He may as well have said, “Women need to know their place.” On top of that, Reince Priebus, the current head of the Republican Party and future chief of staff for Mr. Trump, tweeted that Mrs. Clinton needed to smile more, a coded reminder that women must project beauty and deference to the male gaze.

It’s hard to believe it has been more than 50 years since the second wave of feminism. As Gloria Steinem has noted, first a movement is ridiculed, and then it isn’t news anymore. That may explain the stunning lack of coverage about Mrs. Clinton’s constant female balancing act throughout the campaign.

There is ample social science that shows how society expects more from female leaders than from male leaders. In one Yale School of Management study, participants who evaluated fictional stories of leaders making mistakes, rated women three times more negatively than men for those mistakes — a huge effect. In the real world, female chief executives are more likely to become targets of campaigns by activist investors, and women at the top of all professions are regularly subjected to intensive scrutiny — and now, in the age of the internet, abusive online comments — especially when they venture into traditionally male realms like sports and technology.

This is obviously not the world I want for my students. It’s time to take a sledgehammer to the glass walls. The best way to stop coercion is to make the invisible visible by sharing our stories. When we can better name what’s happening, we can begin to change the narrative.

To this aim, I invited Smith students to my home on Sunday night, with no agenda except to listen. Sixty students showed up. They reported feeling vulnerable and fearful about the future, for themselves and the country. They were most galvanized by the need to address the intersection of sexism with racism, Islamophobia, classism and other forms of hatred. Notably, students of color spoke about expecting more from white feminists in our role as allies. They are right to expect more, and I, for one, plan to do more.

Student after student — representing both parties — described the election as a “wake-up call.”

They have already begun to organize. And this is a generation that knows how to do so, as the Occupy Wall Street and Black Lives Matter movements powerfully demonstrated. By the end of the night, students were discussing how to pressure their members of Congress and how to prepare for the midterm elections. Increased activism by students and others may be the silver lining of this election.

Students also spoke powerfully about the value of sharing experiences. As the evening went on, I could hear them rewriting the narrative with every story. It reminded me of a story I didn’t get a chance to share with them: The last time someone called me bossy, a term reserved for women alone, I simply replied, “At Smith, we call it leadership.”

Career Self-Care: 5 Steps to Revitalize Your Career

5-written-on-a-track

With all the priorities swirling around in your head and the messages you are being bombarded with out there, my guess is your brain is overrun with “self-improvement” ideas. Get more exercise. Eat healthier. Spend more quality time with family. Learn a new language. De-clutter your home. Travel to exotic lands. Buy a summer home. Meditate every morning. Host elaborate holiday parties. And the list goes on and on. So much pressure.

Here’s my question. Is your career on that list? If you are similar to most other working people, your answer is NO. Your professional relationships, promotional opportunities and career visibility are not on that “self-care” list. Your career lies neglected and it might just be time to brush off the cobwebs and put a little zing back in your work life!

Here are 5 steps you can weave into your calendar — your weekly or monthly routine — to ensure that that while you are busy managing all those other areas of your life, your career goals, dreams and imaginings do not gather dust – forgotten.

Step 1: Revise Your Career Goals.

Everyone has career goals, but when was the last time you wrote them down? How outdated are they? Do they reflect who you are today and the current life and work situation you are in?

Wait- WHAT? You have no documented career goals? STOP RIGHT THERE. This is where you begin. Right now. Read no further. Grab a piece of paper, a post-it note, a receipt from the grocery store or the notes feature on your Smartphone (It does not need to be pretty, it just needs to be done). Just start dreaming. Step away from this article and take 30 minutes to think about where you want to be in a year. Forget 5 or 10 years- things change too quickly in the world, in our personal lives and in our work environments. But over the next 12 months, where do you need to be? What do you hope to accomplish? What thinking or experiences do you hope to access? Is it time to expand or contract? Time to broaden or specialize? Think about your career trajectory as a series of baby steps leading you to this one goal a year out. How will you feel when you achieve this? Write that down, too. Ideally, you will come back to this goal list time and time again to check in on your progress.

Step 2: Update Your Story.

When was the last time you revised your resume? Is it up to date or reflective only of a position you held many years ago? Does it tell “your story” and bridge the gap between where you have been and where you are going? If not, take the time needed to update that document. You should always be “ready” just in case that perfect opportunity falls in your lap (even if you love, love, love what you do!)

Oh and that LinkedIn profile of yours. Each and every day, people you know and people you don’t are reviewing it. They are looking for you. They are discovering you. Recruiters, college friends, potential employers, collaborators, community members, and more. Are you proud of “your story” on LinkedIn? If not, log in and begin revising.

Step 3: Start Networking Again.

Don’t panic. I am not necessarily talking about the stuffy networking cocktail party with endless introductions and flying business cards. I mean, you could attend as many of those as you’d like. However, I find that if you really loved those intense networking events of forced smiles and people with whom you will never follow-up, you would already have several of them scheduled in your calendar.

Instead, think targeted. Think phone conversations. Think cups of coffee. Think planned lunches. Think weekend walks around the neighborhood. Who are the people with whom you have been meaning to connect or reconnect? They pop into your head but you never take action. Those influential industry players, former coworkers, and fun parents at your children’s school. Everyone could be a possibility. I love a great networking strategy, but I am recommending that you start simple. Plan a meeting with someone. Anyone. It’s like dating. You just have to make time and get out there.

Step 4: Build Your Circle.

Who is in your trusted career circle? When I teach clients about this concept, I am not referring to spouses, siblings and parents. Of course, those people are critical for support and love. However, I am referring to that extended circle of people with whom you talk “careers”. People who refuel you. Help you see situations differently. This group could include a mentor, colleagues in your industry, a career coach, highly motivated professionals, etc. People who can commiserate with you. Create pointed solutions. Talk through dreams, ideas and challenging situations. Practice interviewing. Explore options. In short, people who “get you” and understand where you are in your career trajectory and goals.

Step 5: Learn Something New.

The ultimate in career self-care is time to yourself to learn something new. Explore a topic. Get a certification. Delve into a new area of interest. Decide to become more of a generalist or focus in and specialize as an expert in a particular topic. Heck, it might mean just reading that pile of magazines or books on your bedside table. I am not thinking degree program. I am thinking blogs you love and articles you have bookmarked and never read.

The theme here is keep it simple. Five actions you can take to revitalize your career. Focus on your career self care and find a way to fit it into your already jam-packed schedule by taking baby steps. Forward movement in baby steps. You will quickly begin to feel the sense of accomplishment and relief.

Quick Tips: Maintaining Your Personal Brand When Connecting

blog-photo-email-voicemail

Maintaining your personal brand for connection purposes can be tricky. Here are a few quick tips that you can put into action immediately:

EMAIL

  • Review your email address to ensure it would not be considered “too funny” or offensive to a potential business colleague. I have seen some really crazy email addresses over the years- literally blog and book worthy! However, I am sure that is not an issue for all of you reading this.
  • What I have seen by even the most seasoned professional is what I call a “cross over” email address. Maybe it is the personal account that you use for a hobby or role in the community. “HartfordSoccerDad” tells me you are committed to your family and the community; however, chances are has nothing to do with the positions you are exploring. “Preciousmoments 23” is brilliant marketing on eBay if you sell Precious Moments figurines, but definitely not helping to support your personal brand through your connection strategy unless that eBay power seller status is a part of your brand/story.
  • What you DO want to be certain you have done is create an email address- a free one from gmail- JUST for networking! Clean- clear- including your name or a name/description: BrynJohnson. BrynZJohnson. Johnson Communications Manager. And it allows you to check ONE email address that has all activities that are connection/career related…. And only connection/career related.

VOICEMAIL

  • Also the same sort of suggestion applies to your voicemail…loading your favorite song on your voicemail might not to be most professional way to stand out. The darling voicemail messages with your children singing hello are wonderful for family and friends but not for building your networking circle. One thought is to use only your cell phone for connecting. You can change the voicemail message to include only a professional message by you that matches your personal brand- in tone. Plus you are the only one who can access the mailbox. State your full name on the message… if people get a voice mail without an identifiable name, they get confused or second guess themselves and often hang up and call back . You do not want to give them the opportunity to hang up because if another call or meeting interrupts them, they may never call again.

PHONE CALLS

  • Of course, this brings us to the last tip- when and how to answer the phone. Funny because we all know how to answer the phone, right? But when it comes to your connection strategy and the consistent messaging of your personal brand, you want the environment to be perfect when you pick up the call. Because you know that when the call comes in and it is surely that contact you have been waiting for, you are going to be sooooo excited to answer….
  • Please make sure when you answer the phone you are in a place that where you can talk. In fact, my rule of thumb is that I must be in a place where I can talk and take notes- which means NO DRIVING, shopping in Target or walking down the sidewalk of the city. This could be the only time you get the critical information of where and when your one-on-one meeting will take place, what time the interview is or at what number to reach them. Don’t let that be the time when you are in the middle of picking up kids from soccer practice or ordering in a loud restaurant…Just DON’T ANSWER! Let them leave a message, and then you call them back at a more appropriate time.

Just a few ideas for you. Quick tips for connecting while maintaining a strong personal brand.

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Hi! I’m Bryn
and I live and breathe all things career and networking. The Brain of Bryn comes to you from NYC, powered by a desire to share my expertise and show you how to have fun while building your personal and professional communities and developing the next right step in your career. You can be certain that it’s always served with a healthy dose of caffeine! Grab a mug and join me!

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