Project 3: Design Your Professional Presence

Project 3: Design Your Professional Presence


In this project, you will create a professional presence on LinkedIn (a professional social media network that is widely used by professionals and employers in most industries). If your profession or personal beliefs prevent you from establishing a LinkedIn site, ask about an alternative to building a live LinkedIn profile. As part of this project, you will conduct research into your present or desired industry; you will create a branding statement, and finally, create or revise an existing LinkedIn profile, using what you have learned about the industry and yourself.

There are four steps in this project that will lead you through each deliverable. Most steps of this project should take no more than two hours to complete. Begin by watching the video above, which introduces the project as it might occur in the workplace, and then continue with Step 1: Engage in Analysis and Reflection.

When you submit your project, your work will be evaluated using the competencies listed below. You can use the list below to self-check your work before submission.

  • 1: Organize document or presentation clearly in a manner that promotes understanding and meets the requirements of the assignment.
  • 4: Tailor communications to the audience.
  • 5: Use sentence structure appropriate to the task, message and audience.
  • 6: Follow conventions of Standard Written English.
  • 2: Locate and access sufficient information to investigate the issue or problem.

Step 1: Engage in Analysis and Reflection

You know your assignment, so here’s where you get started.

  1. For background information, read Cybersecurity Profession and LinkedIn. You may also want to read Professional Use of Social Media and LinkedIn on the Using LinkedIn resource page.
  2. Now, reflect on your career: Where are you right now in your career? Where do you want to be? What are your goals and objectives? What particular positions do you want, and what is your time frame for obtaining them?  It’s a good idea to have some steps along the way. For example, you could ask yourself “Why am I pursuing a degree in cybersecurity?”
  3. Next, answer the question: What’s the market like in your cybersecurity field?  Is the demand for employees increasing, decreasing, or remaining steady? Is it better in some areas than others? Use the UMUC library to locate journal articles, books, and other sources that will enable you to identify information about your industry. You can refer to the Project 2 information on Business Research.
  4. Finally, you need to think about what the competition is like. Who are the other competitors seeking positions in your cybersecurity field? Who are the primary competitors for employment and upward mobility? Can you identify particular individuals who are your main competition (which will be the case if you are competing internally). How do you compare to these competitors? Look at Competitor Analysis for some guidance on these issues.

Next, you will work on your branding statement.

Step 2: Create a Positive Personal Branding Statement

Now that you’ve analyzed the situation, you can start on your branding statement.

See Branding Statements for some resources and tips to create your statement. Draft a personal branding statement of 200 words or less. Edit for clarity and conciseness. It should be error-free as the representation of you!

Next, you will create or revise a LinkedIn page. If you have an issue with this assignment, consult with your instructor.


Step 3: Create or Revise a LinkedIn Page

You can use your results from the last step, your branding statement, to help you create your LinkedIn profile summary. Employ any aspects of the research and exploration performed in the prior two steps to develop your page. See Using LinkedIn for more information.

Once you have created your LinkedIn page, go through the LinkedIn Checklist available on the LinkedIn site and make revisions as needed.

Next, you will submit your project.

Step 4: Submit the Deliverables

Once you’ve completed the prior step, submit the following deliverables to the assignment folder:

  • Personal Branding Statement in a Word document
  • URL link to your LinkedIn Profile
  • PDF of your LinkedIn Profile
  • Share your link and summary in the discussion area. Discuss your experience with LinkedIn and what you learned from this activity.

Submission Notes:

  1. How to create a PDF of your LinkedIn Profile Page
    Create a PDF of your LinkedIn profile page by right clicking and choosing “print”. When your printer selections come up, select the Destination as “Save to pdf” and your profile should save to a pdf document. Submit that doc to your assignment folder.
  2. If you revise your existing LinkedIn page, submit a copy of the original LinkedIn page to show a comparison with the newly revised page.


Before you submit your assignment, review the competencies below, which your instructor will use to evaluate your work. A good practice would be to use each competency as a self-check to confirm you have incorporated all of them in your work.

  • 1: Organize document or presentation clearly in a manner that promotes understanding and meets the requirements of the assignment.
  • 4: Tailor communications to the audience.
  • 5: Use sentence structure appropriate to the task, message and audience.
  • 6: Follow conventions of Standard Written English.
  • 2: Locate and access sufficient information to investigate the issue or problem.



Summary Board


Please copy and paste the link to your site and your summary from your new LinkedIn site in the below.  Your summary paragraph should be a tight synopsis of your professional attributes, which you can recap from your branding statement.


Share your experience. Did you have any trouble creating the site? Did your research into the top trends and employment potential produce any new information of interest?

Cybersecurity Profession and LinkedIn

There are many roles that cybersecurity personnel may find themselves involved in, including:

  • Assessing system vulnerabilities
  • Determining potential threats to systems
  • Assessing risks to systems
  • Performing penetration (white-hat) hacking of systems
  • Performing forensics on systems that have been breached or attacked
  • Auditing systems for security compliance and strength assessments
  • Recommending enhancements to system and data security
  • Performing subject matter expert witness to court and legal case proceedings
  • Making recommendations to policy and legal experts on cyber issues

Whether you have previously worked in the cybersecurity field, a related field, or are new to this career path, you should develop a professional presence on a site like LinkedIn that details your experience, desires, and goals for your career. Describe your professional presence and what your interests are in the cybersecurity field, the types of roles you would be interested in, and your long-term career goals. This will help potential employers to identify you as a candidate and future resource for their corporate needs.

When employees contribute their profiles to sites such as LinkedIn, it also helps companies to create a brand in the scope and interest of their company through the profiles of their employees. This can also help bring connections and new work to the company, even when the employee is not actively seeking employment elsewhere. Therefore, some companies promote their employees’ web presences on sites such as LinkedIn.

In addition to external marketing using social media, companies are employing social media internally to improve communication within their own organizations. Towers Watson (2013) found in its surveys that “56% of the employers surveyed currently use various social media tools as part of their internal communication initiatives.” These internal communications are official and unofficial channels of communication to share company information, reinforce company “culture,” support collaborative work, and build a sense of community.

There has also been a rise in “social recruiting”: employers, recruiters, and job seekers employing social media to find jobs and hire candidates. Recruiting takes place over the web in several ways. Companies can also use social media to get information about prospective new hires, look at examples of their past work, and gain insights into potential “fit” with the organization. Job seekers can also use social media sites to gather information on employers, and check out companies’ culture, management, benefits, and employee opinions.

A survey of recruiters reports that recruiters who use social media frequently use LinkedIn to post jobs, search for candidates, contact candidates, and do pre-interview vetting (Jobvite 6th Annual Social Recruiting Survey). A survey from CareerBuilder found:

  • 43% of employer respondents use social networking sites to research job candidates, and that
  • 51% of those employers who researched job candidates found content that caused them not to hire the candidate

For these reasons, understanding how to positively and effectively employ social media is essential, whether you are required to use it in performing your job or you want to optimize your presence to attract future employers. There are many articles on how to use social media to land a job.  In this assignment, we will explore the social media platform, LinkedIn, which is designed for use by the business community.

CareerBuilder. (2014, June 26). Number of employers passing on applicants due to social media posts continues to rise, according to new CareerBuilder survey. Retrieved from

Jobvite. (2014). Jobvite job seeker nation study. Retrieved from

Marrs, M. (2015). The first step to building your personal brand. Retrieved from

Social Media Today. (2014). 8 compelling reasons why you should be using social media.  Retrieved from

Towers Watson. (2013). Just over half of employers using social media tools for internal communication, Towers Watson survey finds. Retrieved from


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