Blog Post

What does your LinkedIn profile say about you?

  • By Denise Lazenby
  • 03 Jun, 2017

Recently I was writing new web content for a local company. They had chosen to include a page which featured their new leadership team.

My brief   -   write a short bio on each of the executives, to sit next to a professional head and shoulder photo of them in business attire.

My instructions - “they’re all on LinkedIn, you can get the details from there”

That’s when I discovered that being on LinkedIn can sometimes do your brand more harm than good.

Case Study One – the new Managing Director.

His profile photo was of him at a beachside bar, sunnies on his head, beer in hand with his arm draped around a young lady who had been roughly cropped out of the picture. Let’s be honest – he looked like he’d enjoyed a big Sunday session.

His introduction listed a job title that was 2 years out of date, and included no details (what so ever) about what he currently does which is manage accompany that employs over 80 people.

Question:        Fine for Facebook, but is this ok for LinkedIn? After all, LinkedIn is a business and employment networking service and often the first place a prospective customer will go to check your credentials.

Case Study Two – The Chief Financial Officer

This time no photo at all. His job description also had no details about his senior role in the company. In fact, everything that was included in his profile showcased a previous role with one of the Big Four auditors.  It also said he was looking for opportunities.

Question:        What does that say about his commitment to the employer who’s paying his wages?

Case Study Three – the rest of the crew

By this time I was worried, so I decided to look a little deeper and typed in the name of the company into the search box. That brought up a number of current employees.  Let’s just be kind and say that none of them really showcased themselves, or their employer very professionally.

Question:  Do you want your employees to be ambassadors for your company?

The Company

This is a company with a payroll that runs into many $millions per year. They invest heavily in their employees, providing training and professional development opportunities.

For people that come in at entry level, there is a defined pathway for advancing their career if they choose to take it. Plus, other employers within the industry acknowledge that people who have worked for this company are generally well trained and know the job inside out. That’s why they head hunt them…

Question:        Does this company need a LinkedIn policy?

The resolution

The Company in question was undergoing planned generational change. The parents and owners were stepping down to take a less active role in the company. They had taken the opportunity to rebrand and were investing a lot of money in a new website, new livery for their fleet and uniforms for their employees.  

Let’s just say there was a conversation.   A week later the leadership team all had LinkedIn profiles that accurately reflected their current roles and responsibilities, with professional photos and a consistent message.

The company developed a LinkedIn policy and invested in a photographer who took a head and shoulder shot of every employee. The photo served two purposes. It was used on personal ID tags and if they had a LinkedIn profile, that was the photo that was used.

Question:        When was the last time you looked at your own or your employees LinkedIn profiles?

If you want someone to audit and update your LinkedIn profile, please get in touch.  denise@dscribe.com.au 


By Denise Lazenby 04 Feb, 2022

SET YOURSELF UP FOR SUCCESS

I’m often asked to help people to spruce up their CV or a job application, especially if they’re applying for roles with Federal, State or Local Government. 

During my time in government, I sat on countless job panels and read and assessed numerous applications. I lost count of applications that didn’t make the cut simply because the applicant didn’t answer the questions, skipped a selection criteria they didn’t feel confident about addressing or simply didn’t have the knowledge and experience required to do the job.

Applying for a job where you don’t have the skills, knowledge or experience just wastes everyone’s time.  Once I’ve read through the job requirements and compared it with your skills and experience, I will be honest about your chances of getting the job.  

While I can’t fabricate skills and talents to enhance your application, I can add value by looking at your skillset through a different lens and help you to present yourself professionally.

I ensure:

  •   you answer the questions and address the selection criteria;
  •   use relevant examples and include transferable skills;
  •   structure your application to make it easy to read and rate;
  •   keep your application concise with all the appropriate information included;
  •   use credible and relevant examples and state your role;
  •   adapt your CV to support your application; and
  •   create a compelling and engaging cover letter.

WRITING A WINNING APPLICATION

Looking at a Job Description Form (JDF) and Duty Statement can be intimidating. Here are some of my top tips for writing a winning job application.

Step 1 - Read and understand both documents and do some background research on the agency.

Step 2 - Form your responses to answer the selection criteria using the context provided.

Step 3 - Customise your CV to support and reinforce the application. Avoid cut and paste!

Step 4 – Proofread (or better still get someone else to proofread) all your application documents.  

Step 5 – Contact your referees, talk to them about the job and provide a copy of your application.

Finally – submit your application in good time – government job applications are always date stamped and late applications cannot be considered.  

CUSTOMISE YOUR CV

Most job applications are restricted to 2 or 3 pages.  Provide context for your answers and additional information by customising your CV to reflect the skills and experience outlined in the job description and duty statement.  

GETTING NOTICED

The purpose of your application is to get you shortlisted for interview… If we achieve that, you’re halfway there. 

Remember, the interview questions will relate directly to the selection criteria, so think of some good examples, brush up on your interview skills and prepare to shine.

By Denise Lazenby 13 Mar, 2019

I always enjoy listening to other professionals speak and this morning was no exception. I attended a presentation about the energy you bring to your brand and how your brand reflects you.

Basically, it reminded me how clearly identifying your own values, (who you are, what you’re doing and why) helps every business to get their key messaging right. It’s a simple communication technique that can get overlooked in the day to day business of running your business.

The take home message for me was successful businesses are founded on good relationships with clients, stakeholders and your wider network of people. Of course, there’s a transactional element, but people are usually prepared to pay a little bit more if they believe you will do an exceptional job or add real value.  

If you think about it, the best business referrals come from people who have used your services and like what you delivered, or from people who know and respect you and trust you to do a good job.

It’s the power of networking, the power of being yourself, and of course the value of what you bring to the table.


By Denise Lazenby 31 Jan, 2019

Enterprise Connections Inc is pleased to announce our first business seminar of the year on Wednesday 20 February 2019 from 6:00 – 8:00 pm. The topic, Story Telling for Business will be delivered by Perth storytelling consultant, Tim Wise.

Tim, a highly acclaimed speaker and coach, specialises in business storytelling for effective communication sales and strategies and has helped hundreds of business people - from not for profit and SME's to multinational organisations.

Tim will workshop some ideas so that participants can practice the techniques they need to put together a compelling elevator pitch that will resonate and engage.

Time: 6:00 – 8:00 pm
Tickets: $25 per person from Eventbrite   

Venue: The Vic – 226 Hay Street, Subiaco.

By Denise Lazenby 03 Jan, 2019

Are you planning to build your business? add services? or change direction?

If the answer is YES to any of those questions, then as part of your business strategy, it’s important to consider updating your website content to reflect your new ideas.

A simple audit from an experienced copywriter can help bring all the elements together to represent your business in the best light…

Good content which is regularly updated can also help your searchability, plus its an affordable way to connect with new clients and keep existing clients in the loop.

If it’s your time to shine, talk to D’Scribe

By Denise Lazenby 25 Jul, 2018

If you’ve set yourself a goal of running your own business, don’t let the dream turn into a nightmare of long hours, competing priorities and no free time.  Managing how you invest your time and effort can be the difference between success or burnout.

Every business needs an online presence. It’s a valuable tool which allows you to showcase your business and helps to funnel leads in your direction. The DIY option may seem like a good way to save money, but unless writing is your thing, the hours of work you put into it is not a good return on investment.

It’s why partnering with an experienced copywriter is a smart business decision. It frees up hours of your time, allowing you to be more productive or have that day off.

D’Scribe  can help with website content, regular blogs, specialist articles or marketing materials to promote your business and engage your target audience. So, if you want your evenings or weekends back... please get in touch.

D'Scribe



By Denise Lazenby 04 Jun, 2018

Research suggests that vast majority of people admit their decision to buy is influenced by online reviews, with 4 out of 5 customers saying they would think twice about doing business with a company with negative reviews online. Reviews directly influence your online visibility and can affect your reputation.  Let’s take a look at the review process and how it can benefit your business.

A local Perth operator who has built a reputation for a great product and exceptional service was very distressed to get a bad review recently. A glance at her website will show you that she is a very talented and creative baker and she has around 60 personalised reviews that are all positive. Then there’s that one nasty comment with 1 star...

The honest review versus the nasty comment

People respond to honest reviews and most are savvy enough to recognise sour grapes when they see them.

Example 5 stars:              

My mother in law was taken ill and was unable to bake cakes for my daughter’s birthday party. I rang (name) from (company) and they couldn’t have been more helpful. The online transaction was easy, and a batch of freshly baked, beautifully decorated, cupcakes arrived the next morning. Thanks (name) for going the extra mile. Photo uploaded, smiley birthday girl.

Example 1 star:

Yuck… I bought some of your cupcakes at the market, they were dry like a rock and the icing was very buttery and you could feel the sugar crashing under your teeth, they were rubbish. No photo, and the profile picture is an image of a cartoon character.

How you deal with a bad review says a lot about you

As I've mentioned in other blogs, people recognise authenticity and respond to honesty and integrity. The first rule of reply is never to be rude or defensive. Here's an example of a professional and an emotional response.

Example 1:   Hi (name) we’re sorry to hear you feel your experience wasn’t great. Because we stand by our product, please get in touch and let us know where and when you bought our cupcakes and we will be happy to replace or refund your purchase.

Example 2:  Hi (name) I can’t believe your hurtful comments... are you for real? I work really hard to make sure every cake I make is perfect and everyone loves my baking! Butter icing is supposed to be buttery!! This must be a fake account.

The professional response demonstrates that this company takes customer service very seriously, doesn’t dismiss the complaint and offers a replacement. Anyone reading this response would understand that they are dealing with an operator who takes pride in, and responsibility for their product and is very focused on customer service.

Example 2 breaks all the rules and is a good example of why sometimes we need to hold off commenting. If you've just worked a long day and are plum tuckered out, a nasty comment is going to push all your emotional buttons and the best thing you can do is turn off your phone or lap top and sleep on it.

The next day is soon enough to respond professionally, and offer a reasonable solution. It’s something future customers can read and be assured they are dealing with a reputable operator.

Keep track of your online reviews

It’s your reputation at stake... so it’s important to monitor reviews that are being posted about your business and services. It makes no difference whether they are on your Facebook page, business website, Google reviews or a 3rd party sites. It's easy to set up alerts which notify you whenever your business is mentioned or reviewed online. This allows you to respond quickly and appropriately, or slowly and thoughtfully, and yes, that does include taking responsibility if something has gone wrong.

Overall, a reasonable person will see one nasty comment in a sea of happy and appreciative customers and provided you have responded professionally, they will probably dismiss it as someone being nasty, simply because they can do so anonymously.

Reputations have to built and maintained

Publishing a blog about jobs that you’re particularly proud of, also helps to build your presence and reputation online. It’s why partnering with a freelance writer who takes the time to learn about your business, your style and personality can pay dividends.

denise@dscribe.com.au



By Denise Lazenby 18 May, 2018

When the choices are good, cheap and fast, the reality is that in most cases you can only select two.  This theory has its origins in 1950’s project management and the concept is fairly straightforward.

·        You can complete the job faster by increasing budget or reducing the scope.

·        Increasing or changing the scope will result in increases to budget and schedule.

·        By cutting the budget without adjusting schedule or scope you will lower quality.

As a writer, it’s a conundrum I face on a daily basis, especially when it comes to writing unique web content or blogs… and the key here is unique .

Anyone can knock off content written by someone else, and I see it more often than I like. The giveaway is often language, spelling, tone and focus, and in my opinion, it’s not a good look for you or your brand.  

Why researching and writing unique or “good” content takes time and costs more

Let’s take the word “faucet” as an example. A quick Google search shows the origin is late Middle English (signifying a bung for the vent hole of a cask, or a tap for drawing liquid from a container). The French language has its own version of the word fausset, from Provençal falset, from falsar ‘to bore’.

If you watch American renovation shows on the TV you might have heard the word, but I’m pretty sure if you went into your local hardware store in Perth and asked for a faucet, you’d be met with a blank stare.   The same goes for content written for other markets within Australia, there are differences that simply do not translate. It’s why writing for your market is important.

Spelling is a bugbear for some

I grew up with British English, so using a Z for an S as in recognize or organize just scrambles my brain.  It’s a particular problem if you’re writing a report or curating a document from more than one author. The answer is to pick a language and stick to it, consistency in important.  Because most of us are using American designed software these days, American English is the default. The good news is selecting Australian English takes about 2 seconds… and breath!

Frequent last minute requests

“Hi, I’m sorry to do this to you, but I forgot to send this through, and the client needs it on Monday”

Let’s be honest, it’s not really the type of message you want to receive on a Friday at 4:30 pm, especially when you know from social media that the person who sent the email is at the pub “because it’s Fri-YAY”.

If it’s a genuine mistake from a client that I've built a good rapport with, then of course I will go the extra mile. I tend to bend over backwards to help my clients anyway, but if failing to do your job doesn’t allow me time to do mine, then I’m afraid cancelling my weekend catch-up with my grand poppet and missing my hair appointment may well come with a surcharge.

I can get it cheaper elsewhere

Let’s switch this concept on its head and ask “Am I getting good value for money?”

I was recently asked by a well known HR Company, to edit an article which had been written up for them by an American author. While the article was probably fine for an American audience, for this Australian client, the tone was just wrong.  

Having the article written by a company in the States was a money saving decision for the client, and they quickly realised that publishing this article under their name would do them more harm than good.

Rather than the predictable 5 Tips to Motivate Your Workers approach, which included suggestions like – Get the boss to take them out to lunch or  reward them with a car park close to the entrance just didn’t gel.  My approach was to write a piece on the psychology of what motivates certain personality types and how to reward different people appropriately… they loved it because the content reflected their business, its mission statement, goals and style.

Choices

So, if the options are good, cheap and fast, and the reality is you can only choose two, what will you choose to represent your brand, communicate with your customers and stand out from the crowd, and who will you choose to write it?

denise@dscribe.com.au

 






By Denise Lazenby 23 Apr, 2018

These days many successful businesses outsource some of their key functions to trusted partners. It makes sound economic sense and frees up your staff to be more productive and generate income.  

Very few SME’s can afford a business model which ties up their resources in IT hardware, software and the staff required to maintain business systems and data security. The same rationale applies to the HR, payroll, book-keeping and the accounting functions of their business. When the analysis is done, it’s clear that engaging a local expert to take care of specific areas of operation, is a very cost effective option for many businesses. It also helps to deliver a better work/life balance for time poor business owners.  

Partnering with a freelance writer can also pay dividends. Especially if you can find a person with the right skills and knowledge. Someone, who is prepared to invest the time to learn about your business, understand your brand, and is familiar with the market you operate in.

Incorporating a local freelance writer with good research, strategic and analytical skills into your team can introduce a world of new ideas and creative thinking. Why? because they look at your business through a different lens, have the skills to review your marketing strategy, understand it and make informed judgements on what’s working and where you could do better.

Take blogs as an example. I was asked to take a look at a blog someone had commissioned offshore to save money. The company was a well known local builder that specialises in two storey homes, they asked if I could tidy it up… the reality was they’d wasted their investment because the content was completely off key.

The writer suggested “ one could incorporate smart design features, such as a sunken lounge or a light tube into the kitchen/living area, to flood the room with natural sunlight and even incorporate an indoor herb garden! ”.

It demonstrated that the writer had no understanding of Perth, our lifestyle or climate. I imagine installing a light tube through a two storey dwelling would be a phenomenal feat of engineering and the resulting heat ingress would be a major issue in summer.

This story serves to reinforced my earlier point. You get the best return on investment by collaborating with someone who is familiar with the market you operate in. 

Although, perhaps the greatest benefit of a buy local policy is simple economics. By employing someone who lives locally, your commission helps to sustain another small business. This in turn returns a higher percentage of every dollar earned back into the local community.  Food for thought?

By Denise Lazenby 28 Mar, 2018

In the course of my work, I come across many small businesses that have spent substantial amounts of money to establish a website, only to find they’re too time poor to maintain it properly. Sadly if your site content remains static, before long it simply stops doing what it was designed to do. 

Recently, I was asked to do an audit for a local company which is keen to improve its online engagement. What I discovered when I looked at their site was a bit of a train wreck.

They’ve moved … it was nearly 3 months ago yet no one had updated their contact details. Given the probability that clients will call into their office, it’s a big deal. Existing customers may know they’ve moved to fancy new premises, others will just arrive at a closed and abandoned building.

Did they have a deal for you… yes they did!   December and January are traditionally a quiet months for this business, so they posted a number of special deals on their website. When I did the audit in March, the offers were still there.

I rang the office and asked if the deal was still running, and was told “sorry, that ended months ago” I pointed out it was still on their website and was told “yes, someone should have sorted that out.”

There are two things wrong here.

1.      Nobody was taking responsibility for maintaining the site content.

2.      The staff member who answered the phone could have handled the enquiry a little better.

Random discoveries… I systematically worked my way through the site and was surprised to find a page that related to a different business. I mean a totally different business with no apparent link to the website I was reviewing. It turned out that the person who co-owned the company also had an interest in another business and had decided to do a bit of free cross promotion.  The issue is that the businesses have no natural links. 

Example: I’m an accountant and I also have shares in a landscape gardening company run by my brother in law. So in the middle of my accounting practice website, there’s a random page about landscaping. Good idea? No!

Over stuffed content… The company in question offer a very specific service and used the word for their service in every sentence. They’ve got the whole SEO and keyword concept completely wrong.

Let’s imagine they are Florists and their website says “we use grown locally flowers and also import flowers from overseas so that you have access to Perth’s freshest flowers . This means we always have the best choice of flowers in Perth and we always have fresh flowers in stock”

It’s forced and unnatural and unlikely to get your page prioritised. In reality, over-optimising by using key words too often may get your site penalised.

Merged content…   The website I was auditing is the result of a fairly recent merger between two small companies offering the same service. They could see the economies of scale and other benefits for combining their businesses and not having to compete with each other. They agreed on a new business logo, and a look and feel for the website.

To save money, they borrowed bits of content from both of their former websites and a bit from their competitors! (a big no no). The result, a mishmash of styles, no common voice, lots of unintended repetition, and my pet hate, the use of American and Australian spellings, often on the same page… think realise and realize and try not to scream.     

When it’s hard to see the wood for the trees… As a small business owner myself, I understand that sometimes there’s just not enough hours in the day. I also know any good mentor or business coach will tell you, it’s important to prioritise and outsource certain jobs that you either don’t have the time, skills or capacity to do yourself.

For the month of April, I’m offering a fixed price audit for websites of up to 5 pages. You receive an informed appraisal, captured succinctly in a two page report which provides an overview of the site and suggestions on content and layout for you to consider.

Remember, when you want a new perspective, sometimes you just need to change the lens.

 







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