LINKEDIN: A POWERFUL CONNECTION TOOL FOR PROFESSIONALS

BY EMILY YOST

Launched in 2003, LinkedIn is a social network designed specifically for business professionals to connect. Unlike other social networks that focus on socializing and sharing personal updates of friends, family and perhaps, what you last ate at your favorite restaurant, LinkedIn focuses on your professional life giving you direct access to individuals who may hold the key to your professional growth.

THE STATS

LinkedIn boasts over 660 MILLION USERS in more than 200 COUNTRIES and territories across the globe. (LinkedIn 2020)

190 MILLION of those users are located within the United States. (Influencer Marketing Hub, 2021)

37% of US adults – or more than one out of every three-aged between 30-49 years old use LinkedIn. (Pew Research Center, 2019) Nearly 15% of all LinkedIn users are senior-level influencers, that’s 90 million senior level influencers! (LinkedIn, 2019)

89% OF FORTUNE 500 COMPANIES USE THE PLATFORM TO PROMOTE THEIR BRANDS, TELL THEIR STORIES, RECRUIT AND NETWORK.

More than 30 million companies are listed on the platform. (LinkedIn, 2019)

WHY LINK IN TO LINKEDIN?

Online connection is here to stay with the global pandemic offering even more urgency to embrace technology and how it enables us to connect and grow professionally. Networking and collaborating with peers is where our most valuable learning and growth lie. LinkedIn brings professionals together in an environment that places your career front and center. So, how do you make the most of this platform?

TOP FIVE WAYS TO ENSURE MAXIMUM OPPORTUNITY ON LINKEDIN

1. BUILD YOUR PERSONAL BRAND

Take the time to fill in your profile paying careful attention to answering why you are the ONLY choice for your next position or community to manage. Don’t be shy or be concerned of bragging. Put your best foot forward. Not sure of what to include? Consider taking the time to investigate others in the industry you admire. Learn from their profiles. As a marketer by trade, I’ve often found that individuals who succeed are the ones who KNOW how to market and sell themselves. Although years of experience do share quite a bit about an individual, movers-and-shakers in today’s world are touted for accomplishments, not years of service. Once your profile is complete, you can look forward to:

• Being ‘searchable.’ When potential clients or other individuals are searching for a certain company or industry within a geographic range, they just might find you! Each connection made introduces you to an average of 400 new people!

• Being recommended by clients, colleagues and co-workers. LinkedIn gives your connections the ability to share a personal recommendation of your work giving those who are ‘checking you out’ the level of recommendation you need to start a professional conversation about how you can be of service.

• Showing off your personality with updates! Be authentic, speak when you have something professional to share and stay away from topics that can be divisive such as politics. Use LinkedIn to spread a positive message that lifts community managers or inspires others to positive action.

• Showcasing your unique and professional knowledge through sharing articles that others within the industry (and potential clients!) would appreciate reading.

• Celebrating work successes as you earn important designations, win new clients, share your latest community outreach project or land a new role worthy of sharing.

• Celebrating others, by commenting on their posts, wishing them well on work anniversaries thus nurturing your relationships all throughout your career.

2. EXPAND YOUR PROFESSIONAL REACH

Now that you have a profile and are sharing professional updates, it’s time to focus on why we are doing that.

• Employers will love that you “work the platform” offering their company’s brand to be placed front and center for new clients to see how professional their community managers are. This simple act ensures you have job security and grow within the organization.

• Need advice? It’s simple to reach out to industry pros for advice on how to handle a challenging situation. True leaders within the industry are always ready to share what they know.

• Trying to identify where key individuals will be speaking? Need an ‘in-person’ or ‘virtual’ introduction? Check out their profile! It’s quick and easy to find out who will be attending important industry functions.

• Whenever you read about an individual within the business or meet them at a trade show or event, look them up! Connect with them. You never know when that connection will bring you new opportunities. Smart marketers make this a regular practice.

3. FIND OTHER PROFESSIONALS QUICKLY AND EASILY

Perhaps you are in a highly competitive marketplace and reaching out to someone locally for support might not be the best move. You have options! Consider using the search feature to connect to the best and brightest throughout the state or expand it to include all industry professional throughout the United States.

Consider seeking professionals out in these key ways:

• By company (or former company)

• See a key industry player speaking at an upcoming event? Connect with them. No matter how big or small… professional connections can make the difference in your future.

• Remove the “gatekeeper” to get right to key executives or individuals by sending them private messages or connection requests. The sky is the limit when it comes to finding professionals on the platform. Perhaps you are looking to connect with:

Board Presidents

CEOs or Human Resource managers for that dream company you’ve always wanted to work for.

Developers

Media professionals - journalists who cover community stories worthy of sharing

4. BUILD A FOLLOWING: NUMBERS DO MATTER WHEN BUILDING A CAREER

Circles of influence are essential — name recognition is built the more you engage by posting, sharing or commenting.

• Individuals will be introduced to you through the LinkedIn algorithm as your posts become more and more relevant to a larger audience.

• When commenting on other professionals’ posts, pay attention to others engaging. Always connect with individuals when given the opportunity.

• Join and create groups for collaboration. Facebook has been known for groups, but LinkedIn groups can be very beneficial for more private conversations and collaboration.

5. FOLLOW INFLUENCERS WITHIN THE INDUSTRY AND LEADERSHIP CIRCLES

This gains you access to other professionals who value their thoughts/ideas providing you the ability to expand your network, while learning from the best. Need a bit of inspiration? Consider following and learning from some of LinkedIn’s biggest influencers. Although they are not within our industry, you’ll learn key insights into what prompts people to engage with your updates and content thus making you poised and ready for the new title of “CID Industry Influencer.” How do you find those individuals, you ask?

• Pay attention to who sponsors and exhibits at CACM events—follow the Industry Partners who support California managers.

• As you meet new contacts, grab their card or jot down their CACM events—follow the names (if in CMworld) and do a Industry Partners who quick search/connect on LinkedIn immediately following the event.

Emily Yost, Director of Marketing & Communications at CACM