LinkedIn is one of the largest social media platforms worldwide, with over 722 million members in more than 200 countries. Yet, somehow many people still fail to see the benefits of LinkedIn beyond providing a platform where employers can connect with employees. However, there are many more affordances to consider from a B2B perspective. LinkedIn has, in fact, evolved into platform that allows company employees to create a space to grow a customer base and gain feedback from their clients.
Reaping the full benefits of LinkedIn, however, can be difficult if you don’t know where to start. For businesses, a successful LinkedIn strategy brings people together, highlighting the strengths of individual employees and propagates a strong corporate message. So, here are some tips on how to make the most of your LinkedIn profile and get the edge on your competition:
Upload Profile picture
You will seem more approachable if you choose to upload a photo of yourself. Remember, while LinkedIn is a social media platform, it is important to stay professional – make sure to reflect this in the image you choose.
Don’t take this for granted. Having a standardised company-branded picture will aid creating a unified company image. Alternatively, simply picking a relevant and engaging image that can help you stand out.
Your professional summary is a great way to make yourself stand out as an employee. Be professional but don’t shy away from showcasing your personality. Your professional summary is often the first thing potential clients will notice on your profile, and can demonstrate a lot about you as a person. You can include any volunteering activity and interests you may have, but keep it short and sweet.
Your job title is an extension of you
Use this space to promote your skills as much as possible! Don’t be afraid to think out of the box when it comes to titles as these can often grab attention! Try and promote yourself as much as possible – adding technical qualifications and areas of expertise. A potential client should be able to see what you excel at from just a single glance. Bring your skills to life while staying away from overused buzzwords and cliches. Don’t be afraid to push boundaries when it comes to using novel descriptions / titles as this will pique curiosity and give a sample of company culture.
Don’t miss your connection
These days, connections are everything and at its core, LinkedIn is still a networking platform. Make sure that you connect with all relevant users and always be on the lookout for new connections. After all, you never know who may be a potential lead. Be sure to interact with people connected to your company account as this can open up discussions and make people feel heard and welcome. If someone is commenting be sure to reply if you can!
Show off your skills
Make sure that as many of your skills are listed on LinkedIn as possible and endorse your friends and colleagues for key skills. When this is done in combination with spotlighting the services you offer then it can result in increased social media visibility. Don’t be afraid to reach out and ask connections for endorsements. Often all it will take to receive an endorsement is to give one as users will generally return the favour. Remember to manage these properly; displaying the most pertinent skills at the top. You should also keep in mind that the person that the endorsement comes from can have an impact on how well it is received. (A CEO endorsement will mean more than one from an old friend.)
Corporate social media is an extension of the company. Your actions on professional accounts should always be linked to the company that you represent. Share as much as you feel comfortable sharing and when possible be sure to add your own thoughts / spin to stimulate engagement. Like corporate posts and encourage tagging colleagues or friends in relevant posts. The more you share and comment on content, the more you establish your expertise and thought-leadership credentials on LinkedIn. This is a two-way street. Post post post! Don’t be afraid to share content even if it may seem superficial: selfies or a picture of your morning stroll can humanise you and make you more relatable to potential clients!
Ultimately, it is up to you to find out what works for you and your brand image. It is important to become familiar with the platform and its many benefits. Once you have come to grips with how you want to use your profile, these tips will definitely help boost not only your own, but your company’s social media profile.