5 Ways to Use LinkedIn
New to LinkedIn or not maximizing the platform for all of its benefits? This is my simple breakdown of how to use LinkedIn to further your career based on my experience.
1. Create a personal brand – I have always been a little resistant to “building a personal brand.” After all, I am not a brand. I am not a curated marketing plan; I am a complex and whole person with experiences, emotions, and ego. I am my own self.
Despite my musings, personal branding IS a thing. Even if we reject the idea of managing perception, other people do perceive us, and that has an effect on their behavior and sometimes, our career path. LinkedIn is an easy social media tool to create or enhance the way you wish to be seen, as your professional self.
At one time, I want to be seen as an executive. Extremely polished in dry-cleaned, crisp suits. An analytical and cunning leader.
As my career trajectory has changed, I want to portray a more granola image. I still want to be seen as strategic and analytical. But I want a more earthy vibe. The sustainability industry will allow me to express my granola-side. I’m a leader who gets results, but also my results help the earth, help others, and creates projects that benefit the collective.
2. Get a New Job – In my opinion, this is the biggest reason to using LinkedIn. Recruiters love to use LinkedIn to find candidates. Some of the jobs they recruit for are not even posted yet. To get found by recruiters, fill out your profile in it’s entirety. List all your relevant experience. Under each job, list major accomplishments and include key words that match your skills (and will be searched by recruiters). Also, set up job alerts for the type of career you want to have. Follow companies that you like and see what jobs are posted. Use this information to gain experience and prepare for the roles you want in the future. If there is a job you want, check to see if you are connected to someone within that company. Message them and ask for an introduction to the hiring manager or if you can buy them coffee in exchange for answering questions about the company.
3. Promote your business – LinkedIn is a great place to promote your business and offer your services. Especially if you are B2B (Business-to-Business) or your B2C (Business-to-Consumer) products and services cater to a specific professional clientele. About 5 years ago, I was in sales, and LinkedIn messages got me the most meetings with prospects! I searched for the specific companies I wanted to sell to and then pursued connections with their purchasing department, finance department, and other stakeholders and decision makers. Since then, LinkedIn has become more saturated with sales requests and inbox messages. Though the response rate will be less than 5 years ago, I still think this is a great tool to use. I suggest combining promotional content and Inbox messages. I believe following up once a month is a good start when pursuing prospects via Inbox messages. No one wants to be contacted constantly, only gently reminded that your products and services are here to help!
4. Network & Connect – LinkedIn is a great way to get your name out there and meet new people in your industry. I use the term “networking” with some caveats. Sometimes networking can feel slimey….like I am being nice to this person only because I want something. Read my blog on this topic here. My advice for LinkedIn is to seek a genuine connection. When you click “connect’ with someone, send them a personal message. Example: “Hi, your career path looks so interesting. Would love to connect and learn about you and your work!” Or you can go with something you have in common. Example: “Hi, I also worked for Bob’s Beverages! What do you think of their new flavor?” Don’t ask for a favor, introduction, job, etc. until you have built up a relationship over several months.
5. Create content – Posting regular content can build your brand. Make your content relevant to the current environment and insightful. LinkedIn users want content that helps them understand the industry, identify trends, and stay current with market innovations. I recommend posting monthly with a visual element (picture or video). Use AI to suggest some topics that you can post on or just talk about a current project or change in the industry. Additionally, read others’ content to stay informed. Engage with meaningful content by commenting and adding your thoughts. Express yourself.
I hope 5 simple directions motivate you to use LinkedIn to help your career in some way. Let me know how you have used LinkedIn and if you have any positive or negative stories from the platform.
