This brand ambassador training guide was contributed to HROS by GE.

1. Be a Digital Industrial Brand
Ambassador!
Matching Talent with Opportunity
May 2017

2. DIBA logistics
• We are recording the call
• Slides will be sent our after with the recording
• Completion credit
• If you are in a group send a list of attendee emails
• Ask questions via chat
2

3. Who am I?

4. Agenda
• To start…
• Why does it matter?
• Protect yourself and the GE brand
• What to say and share
• LinkedIn – schedule a 30 minute meeting with yourself
• Create/edit your profile
• Build your network
• Other uses
• Share content as an Ambassador… 5-10 minutes a week
• How to contact me after

5. Action Plan…
1. Be sure your profile is updated – schedule 30
minutes with yourself right now!
2. Connect with your network
3. Review other uses of LinkedIn
4. Review other places where GE is online
5. Sign up for the weekly updates and brand tips – allow
10 minutes a week to update your brand

6. Why does it matter?
May 31, 2017Be a Digital Industrial Brand Ambassador! 6

7. What is LinkedIn?
Free online network for
professional networking
- 200 countries
- 170 industries

8. Why does It matter…
• A survey of 3,400 GE
Careers global visitors
found that GE is viewed
as global, industry
leader, successful and
innovative, but not
honest, caring,
approachable*
• Social media can help
us change that
perception
Social Media is changing business…

9. What's in it for me?
Personal Brand
Build network
Stay connected
Industry news
Groups forums
Develop knowledge

10. Realized Social Media Benefits
Better candidate quality
Better ROI
Shorter time-to-hire
Wider, more diverse pool of talent
Stronger employer brand
Stronger college impact
Higher response rate
More impactful messaging

11. Be Safe - protect yourself and
the GE brand…
“Don’t say anything you wouldn’t
say to your Mum or your boss!”
May 31, 2017How to be a Digital Industrial Brand Ambassador! 11

12. Be Safe
• Visit http://integrity.ge.com search “Acceptable Use of GE
Information Resources”
• Clear these are your personal views…
• It is okay to say you are a GE Employee…
“As an employee of GE…”
• You are not a spokes person for GE….
• DO NOT post anything non-public/GE Confidential or
Restricted/GE Proprietary information
• Countries/Businesses have own guidelines; check with local
guidelines; contact us with questions
• Have secure passwords – competitors and hackers try to use our
employees sometimes

16. Build your personal brand…
How to edit your LinkedIn profile
May 31, 2017 16How to be a Digital Industrial Brand Ambassador!

17. 6 things that differ from your resume
1. Photo - LinkedIn Profile is connecting real people
2. LinkedIn Profiles are unlimited in length
3. LinkedIn is social media… a two-way conversation
4. Resume is a flat, text document, without interaction, additional
links or resources. LinkedIn allows you to ‘demonstrate’.
5. Resume is a ‘push’ piece where LinkedIn is a ‘pull’
6. A resume becomes ‘finished’ whereas a LinkedIn profile should
evolve
May 31, 2017Presentation Title 17

18. Questions your profile could answer:
• What is your passion? What’s important to you? How
does GE’s culture and values address them? Why do
you work for GE?
• What keeps a person coming back?
• What does your career enable you to do outside of
work?
May 31, 2017Presentation Title 18

19. 10 Tips to Building A Strong Profile
May 31, 2017Presentation Title 19
1. Don’t cut and paste your
resume.
2. Borrow from the best
marketers.
3. Distinguish yourself from the
crowd.
4. Put your elevator pitch to
work.
5. Write a personal tagline.
6. Point out your skills.
7. Explain your experience.
8. Improve your Google
PageRank.
9. Build your connections.
10.Ask and answer questions.

20. Profile Picture
✖
✔
1. It looks like you
2. Only you in picture
3. Your face is at least
60% of the frame
4. Approachable, warm
expression
5. Professional attire
6. Clean background

21. Your professional headline
1. What do you do?
2. Where do you do it?
3. Who do you help?
4. How do you help?

22. How to word your profile
Your profile will sound different than your resume – it’s
social. You will sound more relaxed and can choose to use
either…
the “Created… Led…” action-verb format of the resume where
the personal pronouns “I” and “my” are left out
OR
the more informal personal pronoun format that is generally not
accepted in resumes, e.g. “My experience…,” or “I led…” That
said, keep your tone professional and appropriate for your job
target.
Suggest that you do NOT use 3rd person

23. Your summary
A brief bio explaining who you are and your intentions.
• First-person
• Conveys passions
• Includes key words
• Highlights strengths
• Demonstrates ROI
• What is your purpose?
• What is your personality?
Quick tip… to help with your Google PageRank…
Put your name: then list skills,
e.g. Victoria Redman: employer branding, EVP, influencer marketing, content marketing, virtual reality

24. Brilliant Summaries
May 31, 2017Presentation Title 24
For the last 10 years I have had varied roles in digital design, digital
content and the web for leading brands. I work to create elegant digital
experiences, impactful advertising and clever content.
Design and digital creativity has been my passion since I was in shorts,
programming BASIC on my Acorn BBC. Today I deliver design, branding,
websites, content, motion graphics and digital advertising for some of the
biggest brands in the world.
My current work involves identifying and implementing best in class
design, technology and content strategy for a range of clients. Alongside
this, I oversee studio teams and projects to ensure the strategic direction
of my work is as effective as possible.
Outside of my day to day I speak regularly at premier digital conferences
around the country and engage as much as possible within the digital
community.
I also spend a lot of time cycling, eating and broadening my horizons,
travelling to different countries and cultures.
My career has spanned flowers, guided missiles, car seats, planes and
MRI scanners! Over the last 10 years in GE I have worked across supply
chain, engineering and HR. Focused on process improvement and
change management I have lead and been part of teams that really
make a difference to the way we work.
Everyday I learn something new, small things that make day to day life
faster, and big ground breaking ideas that define our future.
I love being able to help shape the future culture of GE by hiring the right
people for our teams.
At GE we get it… It is not about your career… it is not about your job
title… it is about who you are…. It is about the impact you are going to
make on the world.

25. 25
Promote yourself
Promote GE
You and GE

26. How To Promote GE
26
Suggested GE summary
content:
GE is the world’s Digital Industrial Company,
transforming industry with software-defined
machines and solutions that are connected,
responsive and predictive. Through our people,
leadership development, services, technology
and scale, GE delivers better outcomes for
global customers by speaking the language of
industry.
Each business has its own verbiage!

27. 100% Profile Completeness
Description of
Current Position
At Least 5 Skills
Profile Photo
Current Position
2 Previous Positions
Education
Summary
At Least 50
Connections
Select GE

28. Help people find you
Customized Website

29. Create an engaging profile
You can upload websites,
videos, links that are
relevant to your role or
people looking at your
profile

30. Confidential. Not to be copied, distributed, or reproduced without prior
approval.
Tell your story… Tell the ‘why’
• Employment Brand is the
consumer brand
• People to people
• Emotional Connection
• LinkedIn (blog post)
• MyGEStory.com – External
Why do you do your job? Not the ‘what’ or the ‘how’ but the ‘why’!

31. Grow your network
May 31, 2017 31How to be a Digital Industrial Brand Ambassador!

33. Grow your network
• Like, share and comment
• Add connections (there are four levels of
connections; ask for an Introduction)
• Answer InMail
• Share relevant information and updates
• Join groups and company pages

34. Share great content
May 31, 2017 34How to be a Digital Industrial Brand
Ambassador!

35. Share updates with your network
Share Updates!
“My LinkedIn has gone crazy since I
pushed those 2 pictures. +473% visitors
on my profile, loads of new contacts,
both pictures have gained close to
1300 views in the last 48 hours”
Abraham in sales said:
“Posted 2 links. Had 12 and 14
views within 10 second with a
previous GE link stranding at 1410
views.”

36. GE has so much great content you can share
• http://www.ge.com/
• http://www.ge.com/careers
• http://www.gereports.com/
• http://www.genewsroom.com/
• http://careers.geblogs.com/
• http://www.MyGEStory.com

37. Sign up for weekly content you can share…
Did you know that 94% of candidates are likely to apply if a company actively manages its brand? In order to build
the GE brand , we need to regularly showcase various news and stories. As best practice, I am asking for your
support and add GE approved content to your LinkedIn news feed each week, this will not only build brand
awareness but also enhance your credibility among your connections. In turn this will increase “likes” and “shares”
and therefore allow you to reach connection that you otherwise wouldn’t, increasing your connection requests.
How:
Each week we will share links you can simply drop into your newsfeed and share as you wish throughout the
week. Content will include videos, stories, news, images and anything else that will tell the story of GE. Simply cut
and paste the link only (the title will pull through automatically) into your news feed, instructions attached.
5/31/2017 37
GE Digita: Predix: Opening Doors for Developers
https://www.youtube.com/watch?v=ququS2eVzGA
GE Power : GE's 7HA gas turbine goes to the
test stand!
https://www.youtube.com/watch?v=tROxix0J5BE
Videos:
GE Lighting: Fast Track - LightGrid Outdoor Wireless
Lighting Control | GE Lighting
https://www.youtube.com/watch?v=SLd0SIFqP4Q
Fast Track: Lumination™ RX Series LED Downlight
https://www.youtube.com/watch?v=REMc8FSmObg

38. Think about when is the best time to
post

39. Ways of Social Amping
Email / Eddie / Elevate – it doesn’t matter what tool
• Email vs. Elevate vs.
eddie!!!!
• Eddie is an internal new
broadcast tool
• You choose your favorite to
externally amp

40. Sharing Content on Social Media
Sharing content regularly can get you up to 6Xmore profile views

41. Make sharing easier with IFTTT.com
Learn how and watch me

42. What should I say if I’m contacted by
someone looking for a job at GE?
You can respond with something like: Thank you for your interest in
working at GE. Please visit www.ge.com/careers to explore our current
opportunities. Thank you.
If you know the person well and think they would be a good fit at GE, you
can refer them through the Who Do You Know employee referral program
http://whodoyouknow.ge.com/
If you think they could be a good candidate for a role you’re recruiting,
pass their name and link to their LinkedIn profile to your Talent Acquisition
partner.

43. Learn
May 31, 2017 43How to be a Digital Industrial Brand Ambassador!

44. Follow Influencers…get alerts when they
post new content

45. Customize LinkedIn news for you
www.linkedin.com/feed/follow/

46. Follow other companies, and GE

47. Groups
• Closed forums
• Relevant to your industry,
function and interests
• Connect to similar people
• Ask for advice
• Exchange knowledge
(remember what you cant
share!)
47

48. What else do candidates see out
there?

49. What do candidates see out there?
- Website - ge.com/careers
- Social Media
- GE Careers Blog
- LinkedIn Careers Group
- Twitter
- Facebook
- Google+
- Instagram
- Others
- Review Sites
(82% of candidates view these
before making a decision on
employment)
- Indeed
- Glassdoor (1/2 million look at
GE MONTHLY)
- YOUR LinkedIn Profile

50. Glassdoor - What can I do about it?
Transparent/3rd party website for job seekers to find out about a
company from the employees through reviews
- 6 million reviews and growing fast
- CEO ratings
- Salary reports
- Interview reviews and questions
- Photos
What can I do?
1. Be aware candidates are looking at this
2. Look at your GE Business page
3. Feel free to leave a review
4. Send updates needed to pages to recruiting marketing team
5. Send out email to educate your team

51. Action Plan…
1. Be sure your profile is updated – schedule 30
minutes with yourself right now!
2. Connect with your network
3. Review other uses of LinkedIn
4. Review other places where GE is online
5. Sign up for the weekly updates and brand tips – allow
10 minutes a week to update your brand

52. May 31, 2017Presentation Title 52
Feel free to connect with me on LinkedIn
and ask any questions you might have –
have me look over your profile!
Katie.Dalton@ge.com
Check out the
DIBA Resources Site

53. Resources
May 31, 2017 53How to be a Digital Industrial Brand Ambassador!

54. Internal Structure of Employment Brand Team/Council – Updated Jan 2017
Who do I go to as my SME in Recruitment Marketing support?
Healthcare
Jeff K Matt K
Katie S
Global Employment
Brand Leader
Shaunda Zilich
Energy
Connections
Laurie Malecki
Oil & Gas
Jennifer Murphy
Power / RE
Jill Harrington
Corp /Gl Ops
Enabling
Nancy Anton
Global
Research
Danielle
Benedict
Aviation
Casey Buchana
GE Alstom
Suzanne
Defache
GE Businesses
Capital
Ling Pyng
Digital
Coming
Soon!
Transportation
Jennifer
Whiteside
Europe
Katie Dalton
GGO
Victoria Redman
Key
- Full Time RM
- Part Time RM
- Under 15%
Canada
Kristin Krause
Fruzsina Joo
Hungary
China
Ricta Lai
LatAm /
Mexico
Briceyda
Torres
France /
Benelux
Mehdi Hakim
India
Amit
Bhandari
Poland / Czech
Republic
Michaela
Paskova
GE Regions
Russia
Melkhazny
Bekhoeva
Italy, Iberia &
Israel
Camilla Bacelle
APAC
Natalie Scott
US
Julie Smock
MENAT
Bindhu
Pradeep
University
Colleen
McCormick
UK / Ireland
Nicole Parish
SSA
Temitope
Folarin
DACH
Nicole
Buechner
Current/Light
Ronny Drosa
All Business/Region
Corp/Local
Comms/Mk
t
Segments
Executive
none
Sourcing
Coming Soon!

55. Digital Industrial Brand Ambassador 2017 Training
Do you want to be part of a community that will help build your professional network, promote
your personal brand and develope your industry knowledge?
LinkedIn is not just for finding jobs, its proven to be effective in networking, with a member base
of approximately 330 million active users. Its an invaluable tool to communicate and reach out
to people just like you to build your professional network.
As an employee of GE the way you present yourself online matters. Think about what your
LinkedIn profile says about you and what you do for GE. When you share great content, it
reflects well on you. You’re building your reputation as someone who’s knowledgeable in your
field, increasing your credibility and visibility and in turn this will increase your chances of
growing your network.
Join our next training sessions:
Go to Brilliant You at the link below and click on ’Get Started’ to view all the
available times and dates for 2017 in GE Learning.
https://www.gebrilliantyou.com/be-digital-industrial-brand-ambassador

56. Check out the
DIBA Resources Site

57. Appendix

58. Branding Tip #1

59. Sign up for weekly content you can share…
Did you know that 94% of candidates are likely to apply if a company actively manages its brand? In order to build
the GE brand , we need to regularly showcase various news and stories. As best practice, I am asking for your
support and add GE approved content to your LinkedIn news feed each week, this will not only build brand
awareness but also enhance your credibility among your connections. In turn this will increase “likes” and “shares”
and therefore allow you to reach connection that you otherwise wouldn’t, increasing your connection requests.
How:
Each week we will share links you can simply drop into your newsfeed and share as you wish throughout the
week. Content will include videos, stories, news, images and anything else that will tell the story of GE. Simply cut
and paste the link only (the title will pull through automatically) into your news feed, instructions attached.
5/31/2017 59
GE Software: Predix: Opening Doors for Developers
https://www.youtube.com/watch?v=ququS2eVzGA
GE Power & Water: GE's 7HA gas turbine goes to the
test stand!
https://www.youtube.com/watch?v=tROxix0J5BE
Videos:
GE Lighting: Fast Track - LightGrid Outdoor Wireless
Lighting Control | GE Lighting
https://www.youtube.com/watch?v=SLd0SIFqP4Q
Fast Track: Lumination™ RX Series LED Downlight
https://www.youtube.com/watch?v=REMc8FSmObg

60. Sign up for Recruitment Marketing
Weekly updates…
1. Go to Identity Manager and select “Join a Distribution List”
as circled below

61. 2. Then in the drop downs select:
− GE Corporate
− By DL Name and then type
− Corp Build the GE Brand

62. 3. The distribution list will then appear, select Join and you will
continue to receive weekly content to share on Social Media.

63. Branding Tip #2

64. Step 1. Your first challenge is to pick a theme:
− What I found most challenging at work today…
− My best moment today at GE…
− The highlight from my day at GE…
− How I'm simplifying things at GE…
− What I love about working at GE…
− The best career advice I received…
− What I learnt today at GE…
− Good morning from…
− Good night from…
− This is where I work…
− This is my impact…
Want to get involved with GE Careers on
Instagram?
Find us www.instagram.com/gecareers or search for “gecareers” in the
app

65. Any question contact:
katie.dalton@ge.com for EU
victoria.redman@ge.com for GGO
shaunda.zilich@ge.com for USA
Step 2.
Then Email us your picture here and consent form (below).
Be sure to title your picture with the hashtag/theme it fit, your
name and location, (City & Country)
Happy Snapping!

66. Consent to Use Recording of Voice, Image or Likeness
I give my permission for GE, as defined below, to use the recording (by videotape, audiotape, photograph or
otherwise) of my voice, image or likeness that I have submitted to GE.
I understand and agree that any recording shall remain the sole property of GE and may be used for commercial
purposes including public display (e.g., on social media sites) and for GE’s other legitimate business purposes
(including without limitation training, regulatory or legal requirements, quality assurance, and record keeping).
Further information concerning GE’s handling of personal information, including details concerning storage and
international transfer, are specified in the GE privacy policy available at http://www.ge.com/privacy (which will be
provided upon request).
This consent may not be revoked once signed except where required by law.
For these purposes, GE includes General Electric Company and its current and former direct and indirect
parents, affiliates, subsidiaries, divisions, and related business entities.
Signature: ________________________________________ Date: _________________________
Print Name: __________________________________________
For Employees:
SSO#: ____________________
For Visitors:
Business Name: ________________________________________________________________

67. Branding Tip #3

68. Email Signatures
Our global email signature format provides customers and other constituents with the essential contact information
required to conduct business with us. It is designed to be simple, clear and succinct while enhancing the digital
experience of our brand by creating a more consistent, uncluttered experience for the recipient.
• Do:
• Always put your email signature and body copy in Arial
• Follow your business’s go-to-market brand architecture strategy when constructing your email signature
• Only include information that is necessary for the recipient
• Don’t:
• Add marketing messages to your email signature
• Use logos, other text or graphics in your email signature
• Add or overload your email signature with information that is not needed (e.g. do not include a physical address
to established contacts or when it is not relevant to the conversation)
May 31, 2017Presentation Title 68

69. Email Signature Format
• This should be used with known contacts in regular
email and for mobile-based email applications.
Information is limited to your name, title, Customer
Solution or Product Family (if needed), Industry brand
and primary contact phone number(s).
May 31, 2017Presentation Title 69

70. May 31, 2017Presentation Title 70