This week I’ll be talking about one of the most important tools in a professional’s repertoire and that is creating a killer LinkedIn profile. With over 500 million users, a LinkedIn profile isn’t just an afterthought, it is a mainstay of modern recruitment and now serves as a business development platform across the globe.

1 – Get a Personalised URL for Your Killer LinkedIn Profile

In my experience, far too many professionals forget to do this, often because they simply forgot about it. LinkedIn provides you the ability to discard the standard URL (which is a jumble of letters and numbers) and have a vanity URL instead. This personalized URL can be used to promote your profile in email signatures, business cards, portfolios, and resumes. It also gives you the ability to target better organic SEO by putting in your job title or industry. Having your profile appear as a top Google search result against a job title keyword is a pretty useful trick! Check out LinkedIn’s own guide on setting up a personal URL for your profile here.

2 – Nail that Headline!

You’ve got only six seconds to catch the attention of a recruiter on LinkedIn, which makes your headline do-or-die. Make sure your headline contains the necessary keywords that are SEO friendly (that is, they contain certain words that people generally use when searching for the relevant job title or industry) and allow people to identify your industry with ease. Do make the most of the allotted 120 characters, don’t just write your job description. Try being playful (if appropriate) with word choices – the sky’s the limit when it comes to creativity. Of course, don’t forget your real purpose: catching a recruiter’s attention. If your profile views drop, a reason could be that your headline needs to be re-worked.

3 – Populate your Experience

Just like some people sometimes forget to update their CVs, LinkedIn profiles too can become stagnant. That’s why, every so often, you should sit down and make sure that everything from your summary, work history, projects, training, and education is up-to-date. It helps to employ the same sort of creativity you used to create your perfect headline to show how you excelled during a particular role. Make sure that you review and plug in any gaps that may have been left the first time around. The more a hiring manager sees of you, the easier it makes for them to decide if you meet their requirements.

If you have privacy concerns, you can choose not to share details about your career or self that you consider sensitive, as a LinkedIn profile is public and trawled by internet search engines. Concerns about private data stored by LinkedIn can be addressed by going through their GDPR-compliant privacy policy.

4 – Get Creative!

This is the third time I am mentioning creativity – that is how important it is. In a sea of automation (LinkedIn now has a feature that auto-fills your summary), it is very easy to drown in the overwhelming number of similar-looking profiles. Learning to showcase your skills and experience in a smart, catchy manner greatly increases your chances of getting noticed by the right people. Put in media from YouTube, your favorite design wireframes, or any public mentions or accolades you may have accumulated! You can do that by going to Add Profile Section > Accomplishments and choosing the appropriate section.

5 – Engage, Engage, Engage

LinkedIn is a social network after all and engagement is key to building a healthy profile. Engaging with peers through endorsements is a positive methodology, not only will you establish a good rapport with your network but will receive endorsements in return. That rapport can help you reach out for recommendations, an important aspect of building your brand and establishing yourself as a significant presence in your industry. It is also imperative that you join the conversation. In groups, with key influencers, colleagues, and peers. Profiles that engage actively in groups are 5 times more likely to be viewed!

6 – Master the Algorithm

A killer LinkedIn profile hits the top of the search results every time someone searches for a certain kind of professional. Want your profile to be the one the LinkedIn search algorithm chooses? Here’s how: Complete your profile, 100%. LinkedIn’s algorithm is designed to give top priority to profiles that are complete (they are referred to as “All-Star Profiles” and only 51% of users have those). This means that if you miss out on any aspect of your profile, you will essentially be invisible in the search results. No one wants that.

On the subject of LinkedIn Premium: spending money on a premium account will not affect your profile in any way, there are no new features there. Those accounts are targeted more towards recruiters and job seekers looking to directly connect with people not on their network. That is why purchasing a premium account will not help improve the quality of your killer LinkedIn profile.

7 – SEO is King

Some digital specialists posit that the modern Internet is driven solely by SEO. That may be debatable but in the case of LinkedIn, that is very much true! Make sure that your profile is the one found by external search engines: optimize job titles, descriptions, and as previously mentioned, the vanity URL. All these fields are text only and thus will be parsed by search engines, you want to maximize your chances of being at the top of those result lists. “Digital Wizard” may sound like a catchy job title but people searching for “digital marketer” or “digital marketing specialist” will never know of you! The key is to keep it simplistic so that you can be easily found.

8 – Be Pixel Perfect!

Having a professional profile picture on LinkedIn is critical – first impressions matter! Questions to ask yourself when selecting a profile picture: Does it have a neutral background? Are you appropriately dressed? Did a professional photographer take the picture or is it just a selfie?

I’m also going to direct you towards how you can elevate your profile by making sure you optimize the technical aspects of the images you use. Hootsuite covers it in great detail if you’re interested, but to summarize: Make sure your images are in the right aspect ratio, meet the minimum pixel count, and are the correct file types. You don’t want your images to be blurry or misshapen due to incorrect dimensions!

9 – It’s not a Sprint, it’s a Marathon

You burn through an entire weekend getting your profile into tip-top shape. Great, you now have a killer LinkedIn profile! However, what happens after a week? A month? Six months? Remember this statistic: 40% of LinkedIn’s active user base logs in daily to the platform. These are the people who take time out every day to post, interact, tweak, and improve their profiles, connections, and more. Emulate them, and make LinkedIn a part of your routine, it will maintain your profile as one of the best and help maximize your chances of catching the eye of recruiters, should you be looking for a new job.

10 – Run a Company? Treat the Page as you would your Profile

If you run your own business and have it listed on your LinkedIn profile, you should make sure that the company page receives the same care and attention as your profile. After all, both must reflect the same values. Rigorously fill in and verify the information about your company, set up a consistent posting schedule, and boost posts from your employees – all add up to creating an interactive and healthy social space around your company.

https://globalpeopletransitions.com/the-social-media-newbie-series-part-1/

About the Author

Nabeha Latif is a Digital Media Manager and runs her own company Sparkzing in Islamabad, Pakistan. She has a Master in Digital Communication and more than Nabeha is also an influencer and blogs about lifestyle and beauty. We originally met via Twitter in 2010 and became real-life friends afterward. 

https://www.linkedin.com/in/nabehalatif/

https://www.inlytics.io/post/the-ultimate-guide-linkedin-business-development-grow-your-business

Lack of Digital Competence Affecting Your Productivity

Digital Competence is a management key skill that you might or might not have. Baby Boomers and Gen X might have a harder time with digital competence than Millenials and younger generations as they grew up pre-Internet. Still, it’s never too late to improve your digital competence and enhance your productivity. 

I’m sure you have been told countless times in recent years that in this driven, fast-changing world, agile will reign supreme. I’m sure you have also wondered, what exactly does that mean?

I think the simplest answer to that is: Professionals who can keep up to date with their skill set are the ones who will find sustained success. Keeping your skills and knowledge in tip-top condition is something I’ve touched on in a previous Club Sandwich too,

I’d like to focus on the aspect of digital competency. For many professionals, maintaining a current skill set as this new world gets more digital-centric is the real challenge. This means asking yourself, are you someone with a robust IT skill set or do you ‘just get by’?

If your answer is the latter, perhaps it is time to consider ramping up the attention you give to this aspect. Being able to work with a few basic apps and systems will no longer take you the distance. I understand that getting to grips with this rapid change can be too much for managers.

You might feel that your learning progress has hit a brick wall or become a slow crawl. This can naturally lead to a feeling of frustration and impatience for ‘not getting it’, which may directly affect your productivity and self-esteem.

What I’d like to do today is to help you boost your productivity in ways that may also bolster your digital competence. The following are a few methods I’ve used personally and have assisted clients as well.

Let’s do this!

Have a read-through of Jane Piper’s excellent book Focus in the Age of Distraction. Jane Piper is a digital well-being expert who draws on her experience in Focus, to highlight key consequences of living in the digital age that can impact productivity.

There have been several studies on how digital apps, especially networking ones have affected our ability to focus and engage – something that is now visible in workplaces around the world. For those among us who find themselves struggling to focus and perform at their peak, this book is a must-read!

1 – Use Productivity Apps, Timers and Stoppers

Now, don’t get scared! Most productivity apps on the market can appear daunting, and hide most features behind a paywall, that is, they let you use their basic version for free but require you to pay a one-time or recurring cost for premium features. That means you never know if the money spent will be worth it. Instead, I’ll focus you on the best apps that offer these features for free, allowing you to find your own groove.

A productivity or task management app can be something as simple as Gmail’s Tasks list, or something more elaborate like Microsoft To-Do and Todoist. What is similar about these apps and what you will learn is this: lists help your mind declutter and refocus. These apps provide additional help by providing reminders, categorization options, and cross-system(platform) support.

The unique thing each app brings is what will determine if they are something you will wish to use long-term. People who enjoy the satisfaction of making lists will prefer Todoist, while those who may require organizational options will go for Microsoft To-Do.

Find the app that works for you and start planning your day better!

2 – Visualize your Thinking Processes

Productivity apps are great but only if you can harness their power effectively. For those among us who are more visual thinkers, or work with visuals and design, will definitely find themselves flocking to Trello and its card-based approach. It’s like having a digital corkboard to map out your tasks, and definitely worth trying out.

3 – Experiment with Global Virtual Team Collaboration Apps

For those among us who run teams, there are group productivity and task management/collaboration tools such as Slack and Asana that are worth looking into. A note on Slack usage: It is primarily a team collaboration tool but its productivity-boosting capabilities come from its ability to integrate with Google Drive/Dropbox and Salesforce. I find it important that you experiment with your team and review after a few months what worked well and what didn’t work well. You might notice generational differences in app usage and effectiveness.

4 – Find tools that work for your team

I listed all the tools we are using in one of our collectives on flipchart paper. I tried to paint the icons without looking at my iPhone and had to smile later because they actually look slightly different. However, I realized that we often use many tools already but we haven’t agreed on simple communication principles. So the work only starts when you have identified the right tools. (The hammer alone doesn’t help. You also need to bring in energy to slam in the nail.) We will continue to discuss global virtual team collaboration in the upcoming issues.

5 – Keep a have-done diary

One aspect (that is also addressed in Jane Piper’s book) is how the pressure and stress of work combined with the always-on digital aspects can put us in a state of mind where we are unable to focus on anything, with much fewer deliverables, and time management. 

Here’s what you do: List down your completed daily tasks. I recommend a notebook and handwriting for this exercise. Not only will this give you a break from the screen but help you analyze your productivity cycle, its peaks and low points. I’ve learned this method from my coach educator Boudewijn Vermeulen and it served me well during hectic times.

I talk about more productivity hacks that can help you reclaim your diary here. 

Practice one of these hacks per week and let me know how your experience went in the RockMeApp! You can add them to your “weekly practices”.

We will shortly publish “The Global Rockstar Album, ” a self-help book for managers and nomads who want to bring purpose, performance, and productivity to their work while becoming more inclusive servant leaders. Sign up here to be invited to the book launch party in Zurich, Switzerland, and learn more about the publication.

Get the Recruiter’s Attention with a Swiss Cover Letter

You might be in a position right now where either you are worried about losing your job, or you are already looking for a new job. Maybe you have even been looking for a while already. Perhaps you feel it’s time to update your resume and your job-searching skills, just in case. Anyhow, I thought you could use this reminder from my older publication, “The Global Career Workbook,” on how to get a Swiss recruiter’s attention.

The Global Career Workbook

Cover letter writing is an art. With modern technology, applicants often do not see the need to write a cover letter these days, but in my opinion, it is the most artistic part of a good application. Emphatically,  in Switzerland, IT’S A MUST. Many recruiters want to read it. They would like to see that you made an effort to get that interview. I receive considerable amounts of cover letters, and most of them sound like they were copied from a textbook. Nobody gets excited reading some sort of ‘copy and paste’ write-ups, void of personal touch.  Only the more personal ones gain my attention. They have to be personal, crisp, and show me who you are.

1) Get the Swiss Recruiter’s Attention

Ask her out on a date. Not literally, but imagine you were taking the same kind of care. When you write a Swiss cover letter, you want the other person to like you and find you attractive enough to read your resumé. The cover letter is your appetizer, and the resumé is your main course. If you get to the interview stage, then that’s like having dessert on the first date. And after three interviews, you might get kissed. I mean, you might get the job offer you are longing for.

2) Wet the Swiss Recruiter’s Appetite

On your date, you don’t eat everything at the same time. You enjoy getting to know each other and take a step-by-step approach to build trust. You wait with the main course until they have digested the appetizer. Your cover letter is the appetizer.  Imagine you are on your first date, and your counterpart tells you for half an hour how great they are. Rather boring, right? You zoom out of the conversation and wish to run away. The same is true if a recruiter reads your whole resumé already in the cover letter. What could you do to make the conversation more interesting?

3) Follow my Lead for Fresh Recipes

When crafting your cover letter, it’s crucial to address the recruiter by their correct name rather than opting for generic terms like “Sir” or “Madam.” Taking the time to research and include the recruiter’s name demonstrates your seriousness and attention to detail. Additionally, ensure that you accurately spell the names of any references provided in your letter.

Maintain a respectful and formal tone throughout the letter to leave a positive impression on the recruiter. Choose a single font and adhere to the standard letter-writing style of the country to which you are applying. Creating an appealing and visually pleasing letter contributes to a professional presentation.

Emphasize the needs of the prospective employer before discussing your own. Highlight what you can bring to the table and how your skills align with the company’s requirements. This approach underscores your understanding of the employer’s priorities. Establish a personal connection with the company or the recruiter. Share experiences, such as using their products or having positive associations with the brand due to personal stories. This personal touch adds a genuine and relatable aspect to your application.

Avoid the temptation to copy and paste content, as errors in company names or contact persons can harm your application. Take the time to read the letter aloud to catch any potential mistakes and ensure the accuracy of the information.

4) Use Active Language in your Swiss Cover Letter

Use active language and construct complete sentences in your cover letter. Prioritize verbs over nouns, avoid passive constructs, and keep your sentences concise. This approach enhances the clarity and impact of your communication. If English is not your native language, meticulously review your translation and consider seeking input from a native speaker to refine your grammar. Recruiters often notice and are bothered by grammatical errors in cover letters.

Keep your cover letter brief, limiting it to a maximum of one page with five paragraphs. Conclude the letter with your contact information, including a professional-sounding email address and phone number. Avoid using slang and maintain a formal writing style, as your cover letter is a professional document, not a casual chat. Remember that even if you belong to Generation Y or Z, maintaining a professional demeanor is crucial, especially when addressing individuals of your parent’s generation.

5) Use a Connection in your Swiss Cover Letter

It helps to build trust if you use a connection in your Swiss cover letter. Ideally, before you apply to any job you check your network and try to find out if you have a connection who could refer you. This is much more helpful than the best references or certificates. A trusted source inside the company goes a long way. Modern recruiting tools have an official referral button now.  See the example here at Workday.

Let us know how it worked for you in the comments.

Kind regards 

Angie Weinberger

PS:  We are excited to invite you to our upcoming workshops in January 2024. These workshops are designed to help you understand the steps involved in the hiring process and equip you with the skills needed to succeed in your job search. We encourage you to take advantage of this opportunity to gain valuable insights and skills that will help you succeed in your career. All details are in the link below:

Start a Business or Land Your Dream Job with HireMeExpress – From Frustrated to Fantastic in 90 Days

Resources

This post is a few years old but still up to date.

https://www.finews.com/news/english-news/44677-angie-weinberger-job-applications-cover-letter

The Global Career Workbook: https://www.angieweinberger.ch/the-global-career-workbook/

The Global Career Workbook

The ‘Bourne Effect’ – Why you Need a Brand

I sat on a panel, and I just got as far as saying “I think…” when the other panelist gave her opinion on the matter. She probably didn’t notice that I was trying to say something, but for a moment, I was annoyed and thought, “How rude…”. And it seems to happen more and more that I am waiting an instant too long and then it is too late to say what I wanted to say. I now notice how I have become a “Swiss person.” or maybe I have allowed a younger and shyer version of myself to take over these days. Having lived here in Zurich for over ten years, I prefer to run my life Swiss-style. Despite considering myself open and tolerant, I still mess up intercultural communication. I’m not always understood, and sometimes I’m just wrong. I recently had a long discussion about left and right, and I know I have a weakness there. Ultimately, I discovered that I muddled up left and right (again!). Sometimes “Global English” also makes it worse: Many non-native speakers trying to communicate in their second language can lead to misunderstandings and unnecessary emotions. Here are eight reasons that might make it harder to build professional relationships right now. 

Eight Reasons

1. You are shy, introverted, or not convinced that you are good enough to deserve success. Many partners suffer from the “impostor syndrome,” a psychological state of mind where people doubt their accomplishments or consider themselves frauds just about to be exposed, especially if their career-driving partner just got another promotion in another country.
2. You are embarrassed and ashamed of being “unemployed”. This is especially hard in a society where most of your self-worth is driven by your career and your busy schedule.
3. You come from a home culture where achievement is overly emphasized. In these cultures, ascription is considered an unfair privilege, while at the same time, you are blindsided by the fact that you had an ascribed status in your home turf.  Fons Trompenaars and Charles Hampden-Turner associated the achievement dimension with protestant work ethic and belief. 
4. You underestimate the cultural and value diversity in Switzerland. Even if Switzerland is the home of Zwingli and Calvin, there are catholic cantons where status, just like in the protestant cantons, is often equated with a family name, wealth, and how many generations you have already been a member of this society. So, there is still a strong ascription component that is not so obvious to outsiders. You don’t recognize being in the out-group until you join the “Circle of Trust.”
5. You are unaware of how you come across in person and assume your style and behavior are “normal.” For example, you have not yet learned to read the cultural cues that hint that you might be too pushy or rude. A typical example in Switzerland is that newbies tend to overstretch a time commitment. In a society that runs on the clock and is a role model of the sequential time approach according to E.T. Hall’s time dimensions, not respecting this often creates a lot of stress for the other person.
6. You are sending messages to mark your status on your home turf, such as the “Dr.” title in Germany. Or hint at your seniority by name-dropping the influential VIPs you used to hang out with. Still, this is misunderstood or considered boasting, selfish, and annoying in Switzerland. (For all we know, you could even exaggerate your qualifications and background!)
7. You interrupt your counterpart because you feel that they are slow. The Swiss tend to speak slower than many other Europeans, but they don’t like to be interrupted in their thought process as they are used to having a voice and being asked for their opinion on everything.
8. You come from a high-context culture and feel like you don’t know how to address a “stranger”  adequately.  You don’t know how to phrase your requests (your “ask”) to them, and they don’t understand you.

Over the years of running my own business and projects, I often noticed that all the tools I tested to maintain a strategic approach to networking failed miserably with the extensive network I’ve built over my professional life.  So, I decided to let go of “strategy” and follow my gut and memory. I realized the best idea is not to worry too much about “contact segmentation.” We Germans love the word “Begriffsabgrenzung”, so we also do this to our social life (“Bekannter, Kollege, Freund, Verwandter, Familie, Partner, Ehepartner…”). It’s a step-by-step approach, showing how much you trust the other person. The same segmentation exists in Switzerland, but there are “false friends”(e.g., the word “Kollege” means “Work Colleague” in High German and “Friend” in Swiss German). In Switzerland and Germany, the informal ways of addressing a person with “Du” have different meanings. Without intercultural training, a German manager will unintentionally behave like a bull in a china shop in Switzerland. Hence, working with German managers in the “honeymoon phase” is a lot of work for the trainer or coach. I prefer to work with you when you are beyond the honeymoon phase, and you understand that you might not function in Switzerland like you are used to.

My colleagues have become friends over the years, and some of my best friends from my university days or early career are colleagues or clients now. Some of my team members have become family, and some of my family members work in the same field or closely related ones. And some friends will never pay you, while others will insist on giving back. The world is colorful, and so are people. While saying this, I don’t want to imply that you have to like everybody you work with or network with. However, it’s another atmosphere for collaboration and innovation when you can fully trust the other person and know in your head and heart that this person would never talk badly about you behind your back and would not spill your secrets with your competitors. 

Collaborative environments require relationship work to allow for psychological safety. We can help you with that.

Guest Post by Kevin Castro

In a survey commissioned in 2019 by Santa Fe Relocation Services and conducted by Savanta, a critical view is revealed on how and why Global Mobility professionals need to take action to affect change. 

The findings suggest again that even now, not all stakeholders are aware of the full roles performed by Global Mobility and that there is an opportunity here to educate both internal and external stakeholders on the true future potential that Global Mobility brings to an organisation and its development. This is further underpinned by John Rason, Group Head of Consulting, Santa Fe Relocation, who identifies that: “Those of us working in the Global Mobility industry will tell you that it can be frustrating, challenging, complex—sometimes even scary. However, when executed well it can also be exciting, fulfilling…” 

You can request a copy of the report by clicking here. 

While Senior Leadership recognizes the role that GM professionals play in the organization, does it transcend to having real benefits for those supporting the company’s best talents i.e. not feeling under-resourced or undervalued?

Perhaps only for some. As GM professionals, how can we further demonstrate value in order to improve the team’s perception and thus influence how the organization provides support to the team? It is evident from the above quote that challenging, rewarding work is being done but not being recognized at all junctures. In fact, given the impact of the COVID-19 pandemic on international travel and thus international assignments and GM in general, Global Mobility professionals have stepped up in a big way to manage and facilitate expats stranded in foreign countries, navigating complicated and unknown pathways to providing them essential support.

Such value should not go unappreciated. In light of that, I have listed four points, which I hope can help you and your teams increase your value in the organization:

1. Get a Seat at the Table 

Do you have Joint-Business Planning with your HR & Business Leaders? If none yet, you should start engaging them in order to better understand their goals, focus, and how you can support Talent Strategy. This may lead to an easier path in demonstrating your value to the business as you will get to know how and where to play towards their goals. Does your company do assignee pre-screening, where you determine the suitable candidates for the international assignments? If not, this is something that you can explore and introduce. If done right, you avoid the pitfalls of selecting the wrong people. 

2. Communicate Your Value, Regularly and Consistently

Do you consistently communicate what you have achieved, the projects you initiated? Ensure that you communicate the things that you do and how you have supported the business. A study by Cartus in 2016, a global relocation services provider, found out that 54% of companies lack focus on tracking and reporting on assignments. Hence, it is high time to gather that data (assignment success, costs, the return on investment, assignees feedback, etc.) and have a regular newsletter, blog post or presentation at your next strategy and planning meeting. As my clients always ask, how will I know if the expat assignment is successful? Presenting reports is useful to communicate such info. 

3. Demonstrate Why Your Expertise Matters

You are the expert, and you should try to demonstrate this frequently. You can do this through sharing GM insights, trends, and how these contribute to business or talent strategy. If the opportunity is available to increase your Global Mobility expertise through having certification and further studies. GM organizations and consultancy organizations provide certifications/courses, where you can further deepen your mobility knowledge. For example, Global People Transitions offers the FlyMe! Program, a career coaching geared towards Global Mobility professionals.

An academic course to certify you as a “Global Mobility Advisor” is available with Expatise Academy in collaboration with Erasmus University in Rotterdam, the Netherlands.

4. Be Flexible and Agile 

In previous years, the goal was to ensure that you arrange logistics and meet compliance needs, which are more transactional. In today’s world, the role expands and you are now viewed by the business as a strategic partner not merely as administrators. You should always understand what is important to the business. Today, the focus may be costs, but it might be something else in three months’ time. Keep your eyes and ears open for this and be agile and flexible.

In addition, as practitioner (in-house or outsourced),tyou should also be aware of trends in terms of mobility practices and service delivery.  You can start by looking at how technology affects the delivery. Do all assignees adapt to these changes, or do we provide omnichannel delivery? What do other companies do?  Such questions might lead you to new service delivery models or enhancement.

I hope these four points will prove to be beneficial for you and will help your team to push more value to the organization. So, don’t forget to get a seat, market your value, be the expert and be agile and flexible.

I remember a conversation with my previous boss, where he shared with me that HR is a cost-generating function, so it might sometimes receive smaller budgets (e.g. hiring additional headcount, higher bonus, etc.). However, HR’s role has transformed itself from a back-office support function into a more strategic business partner. This principle should also apply on Global Mobility regardless of where it is structured in the company. In fact, as the Santa Fe survey points out, Global Mobility is now increasingly connecting more formally with broader HR and Centres of Excellence subjects such as: workforce planning, innovative policies and advisory services (to both executive management and employees).

To summarise, in today’s world, Global Mobility teams are and will continue to become more valuable than ever!

P.S Sign up for FlyMe! now. If you would like to become a Global Mobility Specialist or deepen your knowledge, improve your skill set and build your professional network at the same time, this program is for you. Read in details below.

Kevin Castro is a Filipino by birth, who lived in Singapore for almost 8 years and is now residing in Zurich. A Global Mobility professional, with experience in Mobility Operations, HR Services, Project & Supplier Management, and Customer Service. He is currently learning German and at the same time enjoying cooking & curating travel experiences.

https://www.linkedin.com/in/kevin-castro-37010a49/