The popularity of the online professional network, LinkedIn, is growing remarkably, with more and more people looking to create meaningful connections that will help to grow their businesses.
Recent data suggests that marketers are two-and-a-half times more active on LinkedIn compared to other members, but they too fall into the familiar trap of using unoriginal buzzwords when creating their public profiles. According to Darain Faraz, the head of global consumer communications at LinkedIn, the basic rule for selling yourself effectively online is to show rather than to simply state.
Findings by a LinkedIn Study
According to an analysis performed by LinkedIn on the personal descriptions of UK marketers, “creative” is the most overused term, followed by “strategic”, “motivated”, “passionate”, and “track record”. Instead, Faraz proposes that marketers should outline their tangible results instead of simply using rhetoric to convince prospective employers of their suitability.
LinkedIn provides a number of tools that allow members to turn their profiles into more of a work portfolio rather than a two-dimensional resume, which is how some people view it. With these tools, you can show your success and personality by uploading presentations that show tangible growth.
The findings also showed that marketers promote some of their skills more than others, with the top ones being ‘marketing’ (1), ‘social media’ (2), and ‘social media marketing’ (6), as well as ‘digital marketing’ (8) and ‘email marketing’ (10).
Improving your profile
While there are certain skills and attributes that are expected in any marketing job, simply stating them without availing additional evidence does little to differentiate you from a multitude of other candidates doing the same.
Considering that an estimated 12 percent of UK marketers on LinkedIn got new jobs in 2015, becoming competitive in the jobs marketplace is imperative. Many higher learning institutions have even started encouraging their students to design their personal profiles on LinkedIn before entering the job market.
Besides crafting your personal LinkedIn account, you need to:
1. Build a large network
Any smart marketer knows the value of having a large LinkedIn network. If you make use of the news feed algorithm and your connections “like” your updates, then it means that their connections will also be able to see them. However, people who are not connected to you will not be able to see your update, no matter how much they search.
As such, it is easier to grow your network through the connections of your existing connections who are interested in your updates, rather than trying to connect with random people.
2. Post high-engagement updates
As mentioned in the previous point, you need to make interesting and useful updates that your connections will be willing to like and share, and not just occasionally, but as frequently as three updates a day.
You can know engaging content by testing it on Twitter. If you have about 20 posts on Twitter, some are likely to get more engagement than others, and those are the ones to use for your LinkedIn updates.
3. Make use of Pulse
This is LinkedIn’s news feed curation service and content app. The average LinkedIn post reaches members in 21 industries and 9 countries, but you can attain a lot more views (even millions) if your content is featured on a Pulse channel.
Summary of the winning LinkedIn formula
So, to improve your LinkedIn profile and increase visibility and engagement, you need to design your profile by outlining your skills and competencies, instead of simply stating them, and frequently posting interesting content on the LinkedIn update feature to grow your connections.