This talk facilitated by Lauren Celano of Propel Careers provides guidance for how to build and develop a professional on-line personal brand using LinkedIn. The talk will dive deep into which parts of a profile to focus on and how to customize your profile to career area(s) of interest. We will discuss the importance of highlighting your background and experiences and ways to develop thought leadership to compliment your resume. We will also discuss how organizations utilize LinkedIn to identify talent for open positions to emphasize which parts of the profile are important. Lastly, this workshop will cover how to use the job preference features LinkedIn to let internal and external recruiters know what you are looking for.This talk provides guidance for how to build and develop a professional on-line personal brand using LinkedIn. The talk will dive deep into which parts of a profile to focus on and how to customize your profile to career area(s) of interest. We will discuss the importance of highlighting your background and experiences and ways to develop thought leadership to compliment your resume. We will also discuss how organizations utilize LinkedIn to identify talent for open positions to emphasize which parts of the profile are important. Lastly, this workshop will cover how to use the job preference features LinkedIn to let internal and external recruiters know what you are looking for.