It’s Not Fair! Guest Blog by Joella Bruckshaw*

It’s not fair that women get paid less, are passed over for promotion, penalised for having children and criticised for being assertive. Our unhappiness with this state of affairs has been growing since well before women got the vote, 2 centuries ago. Now we are much more in touch with the social and economic cost of being a woman in our society. What we are less aware of is the cost to men.

Men suffer too. They are trained to hold back their emotions, to go out and be tough and never to show ambivalence or uncertainty. It isn’t that they don’t experience emotions it’s more that they have less scope for their expression thereby becoming more comfortable with them. As a result, when they are faced with human tragedy, like a divorce or the death of a loved one, they are more at risk of depression, over using drugs, especially alcohol, of being violent or throwing themselves into work as a way of numbing the pain. Or dare, I say it, becoming sexually dangerous!

In the work place, everything to do with emotions is weak and is attributed to women who, by association, must also be weak! Because they have little experience of talking about their emotions, men may not develop the perceptiveness that comes from being familiar with a wider range of emotional response. The lack of emotional intelligence can play badly when faced with the need to influence people around them, to get buy-in and be downright disastrous if they are tasked with leading a senior management team.

This state of affairs makes it difficult to ask for help. Soldiers are trained to withstand all kinds of trauma, physical and mental and if they subsequently suffer from PTSD, it is very hard for them to seek help. If you aren’t supposed to have a problem why would you expose yourself to ridicule, as much from yourself as anyone else? Consequently, they may never know the regenerative benefits of falling apart and rethinking your game plan, a gift that is given to women every month!

Many men don’t realise how important they are to their children because traditionally, leaving the childcare to the woman has been a cultural norm. Consequently, they tend to lose out on the intimate parenting moments women experience that build a life time bond and embed valuable learning about how to be with others. Although this is changing, it will be hard for the younger generation to deliver on this change of heart as they are less likely to have had a good role model in their own father.

Both sexes have challenges brought about by cultural expectations that undermine their sense of themselves and their freedom to contribute. That’s why I focus on the brand rather than the sex of a client. Understanding and taking ownership of who you are and being able to articulate the value it provides, creates a platform for working together and having the conversations that get things done to achieve the best results.  After all, isn’t that why we are in business?


* Joella Bruckshaw helps senior leaders make successful transitions drawing on the energy of their personal brand. With a thorough grounding in applied psychology, Joella has worked 1-1 and with groups to generate motivation and behaviour change across all sectors. Her book How to do it by women who’ve done it focuses on how women get to the top. She is a popular speaker and facilitator and since 2003 has worked full time as an executive coach in the corporate sector.

Guest Blog: 25 Ways to Get Noticed on LinkedIn by Jennifer Corcoran*

Congratulations! You have an ‘All Star’ LinkedIn profile.  You must be doing something right.   Before you become too complacent, please ask yourself the following questions.

(1) Am I really leveraging LinkedIn to its full effect?

(2) Am I using LinkedIn strategically to grow my Personal Brand?

Having an ‘All Star’ profile can simply mean that you have added the various sections into your profile.  You may have very little content in these sections.

“Having a LinkedIn profile is no longer enough, especially if no one is seeing it. Or worse, people are seeing your profile but it does a poor job of representing you and what you do.”   (Melonie Dodaro, LinkedIn Expert).

OK so hands up, you admit that you are not doing as much as you could.

Does this really matter?

Yes.  Did you know that when someone googles you that your LinkedIn profile will usually come to the top of the profile search.  Try it now and see, your LinkedIn profile often ranks higher than your website.

Did you know that LinkedIn users are statistically 4 times more likely to visit your website then Facebook users?  40% of all users sign in daily and 94% of B2B marketers use LinkedIn to distribute content.  LinkedIn also generates the highest visitor-to-lead conversion rate at 2.74% so if you are not fully optimizing this platform you are really missing out.

Fear not, here are my 25 top tips to help get you noticed on LinkedIn.

25 ways to get noticed on LinkedIn

  1. First things first create a bespoke LinkedIn URL. I’ve seen some shockers full of digits which does not create a great first impression.
  2. Add your LinkedIn profile to your email signature.
  3. Add your Linked URL to your Business Card.
  4. Add your LinkedIn URL to your CV and application letter.
  5. Post status updates on your home page. Let your connections know that you are active and relevant in your industry. Out of sight means out of mind.  Use the AIDA copywriting formula (Attention, Interest, Desire and Action).
  6. Tag people and companies in your status updates. This is easily done by adding @ and their name.
  7. Join LinkedIn Groups. There is currently a maximum limit of 50. Join ones that are relevant to your industry and personal brand.
  8. If you are active on other social media platforms such as Twitter and don’t have a website you can add your LinkedIn profile.
  9. Write LinkedIn Pulse posts and share these on your social media platforms.
  10. Write your own blog and put the link in your profile. This is a great way of establishing yourself as an expert in your niche.
  11. Check your privacy settings, are you visible to all?
  12. Invest in a professional headshot which stands out for all of the right reasons.
  13. Add a cover photo. You can easily create one on Canva to complement your brand.
  14. Do you look at who is viewing your profile? If they look interesting, why not reach out and connect with them? Always think quality and not quantity.
  15. Always personalise invitation requests. You wouldn’t throw a business card at someone and then walk away would you? If someone accepts your request then adhere to polite etiquette and say hello and thanks. Be social and engage. It’s not called social media for nothing.
  16. Contribute in LinkedIn Groups. Share interesting content and actively contribute to discussions. Always follow the 80/20 rule. When in doubt, ask yourself ‘so what’? Will this inform, educate, inspire or motivate?  Don’t self-promote too much. This is equally as boring in both the online and off line worlds!
  17. Contribute to industry forums, show your knowledge, experience and insights and link back to your URL.
  18. Create your own LinkedIn profile badge.
  19. Check updates from your network as you may spot opportunities which may be perfect for you or other connections. Remember it’s often not what you know but who you know.
  20. If you don’t currently have an up to date CV you can turn your LinkedIn profile into a PDF. I don’t usually advocate the use of a Premium Account but if you are actively job seeking this will help as you can email people outside your usual network.
  21. Be a super-connector. If you have two contacts who you think would work well together than introduce them and explain why you are doing so.
  22. Have a call to action at the end of your summary and experience. Have you listed your email address or how people can get in touch with you?
  23. Tag on media at the bottom of your summary profile (videos, pdf, blogs, etc.) Unlike a traditional CV / resume LinkedIn allows you to inject some personality so why not make the most of this opportunity.
  24. Use keywords throughout your profile. When people are searching on LinkedIn they mainly search for ‘people’ versus things so bear this in mind when you are listing what you do. I’m listed as a Social Media Consultant.  If people search will they find you?  Think specifically about the words and keyword phrases your ideal clients will be using on LinkedIn in order to find you.   Your headline should grab attention and include keywords.
  25. Recommendations are the strongest form of social proof so don’t be shy, get tooting that horn and ask current and former colleagues, clients and connections to recommend you.

Will you be acting on any of these tips? I would love to hear from you.

Just remember…

“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you”.  (Dale Carnegie – How to Win Friends and Influence People).

* Jennifer Corcoran, Social Media Consultant, My Super Connector