When it comes to social media marketing, LinkedIn is often overlooked by many individuals and companies. They are already on Twitter and they have a Facebook Company Page, so why bother with LinkedIn as well? After all, isn’t it just used by people who are looking for a new job?

Bothering with LinkedIn
“I’m on Twitter… I’m on Facebook… why should I bother with LinkedIn?”
(Image via Shutterstock)

In fact, LinkedIn can be just as useful as both Twitter and Facebook if you know how to use it correctly. Indeed, in some cases, certain businesses and business people would be better off focusing their social media efforts on LinkedIn than on the other social networks.

Here are just seven of the many reasons why you should be on LinkedIn and be proactively using it.


1.  It Clearly Establishes Who You Are


Unlike other social networks, LinkedIn clearly establishes who you are. Not only does your LinkedIn profile prompt you to give as much professional information about yourself as possible, but other people can also vouch for the claims you are making.

On your LinkedIn profile, you can ask others to write you a LinkedIn Recommendation (a written testimonial for your work in a particular role) or award you a LinkedIn Endorsement (a public endorsement for a particular skill you have listed on your profile). These are an important selling point of LinkedIn, as only other users themselves can post LinkedIn Recommendations and award LinkedIn Endorsements, and both link back to the referee’s own LinkedIn profile (thereby enhancing the authenticity of the reference).

Profiles on other social networks are populated solely by the individual in question, and it is therefore comparatively easy to make outlandish claims about your skills and successes to date. LinkedIn encourages you to present yourself in a good light and then get others to confirm your claims, which in itself is a powerful selling tool.

As we shall see below, all your interactions on the LinkedIn network link back to your LinkedIn profile, so it is important that your LinkedIn profile is properly populated and accessible to all.


2.  It Is An Effective, Non-intrusive Way Of Keeping In Touch With Your Address Book


LinkedIn in many ways is the modern equivalent of the Rolodex: instead of filing away a business card when you get back from a meeting or network event, you simply send a request to connect on LinkedIn.

While it would be foolish to be overly reliant on LinkedIn as a form of CRM (Customer Relationship Management), LinkedIn is a vibrant, dynamic online version of your address book. Depending on how LinkedIn’s settings have been adjusted by others and yourself, you will get notifications of when others change jobs, are approaching work anniversaries or have been recommended/endorsed by others. You can also see whom others are connecting to as well (again, depending on the settings).

Not only that, but Linkedin, like Facebook, has a central news feed which you immediately see when logging into the social network. As with Facebook, you and others can post status updates, links and photos to this feed, which will be visible to all your LinkedIn contacts.

It is therefore sensible to view LinkedIn as a professional equivalent of Facebook through which you can cultivate your B2B relationships, and this should be a consideration when selecting material or information to share via the network.


3.  LinkedIn Groups Are A Great Way Of Networking Online


Away from your LinkedIn profile and the news feed, LinkedIn hosts thousands of web forums (exclusive to the social network) known as LinkedIn Groups. LinkedIn Groups are set up by LinkedIn users themselves and can relate to any professional sector, geographical region, interest or hobby you can think of.

The diversity of LinkedIn Groups is a great boon when it comes to meeting new people with whom you could have a professional relationship, while encouraging the user to establish their own credentials and online persona by contributing to the debates taking place within the groups.

Just as I have added people to my LinkedIn network who I have met ‘offline’, I have also added people who I have only interacted with via the LinkedIn network itself. On the back of my posts in LinkedIn Groups, I have had enquiries about my services and requests for collaboration.

Even though some LinkedIn Groups have a particular regional focus, most of the sector-orientated LinkedIn Groups have an international scope, making LinkedIn great if you are looking to establish connections or a professional reputation overseas.


4.  A Good LinkedIn Profile And Persona Is A Great Way Of Attracting New Clients


As has already been alluded to, proactive use of LinkedIn can lead to new clients or customers, and this is why it is crucial that you have a professional demeanour on the network and a fully populated LinkedIn Profile. All your interactions on LinkedIn can lead back to your profile, so ensure that it is of the highest standard and fully reflects all of your abilities and accomplishments.

LinkedIn is also increasingly being used by employers and companies as a vetting reference when it comes to either recruitment or sourcing new suppliers. I for one always check out the LinkedIn profiles of individuals I am about to do business with, and I know that I am not alone in doing so.

In other words, a decent LinkedIn profile can seal the deal with any companies or individuals who are looking to hire your services. All LinkedIn profiles are indexed in LinkedIn’s internal search engine, so also think about which keywords you should be using in your profile to attract the attention of potential clients or customers.

In addition, you can also have a special LinkedIn profile for your company, known as a LinkedIn Company Page. Given the focus on the individual elsewhere on the network, the LinkedIn Company Page is a bit of an awkward feature, in my opinion. While I would argue that organisations and companies should set up a LinkedIn Company Page for general external reference, I personally would advise not spending too much time and effort in supporting it on an ongoing basis.


5.  It Is Not Just About New Customers; LinkedIn Can Help You Source New Suppliers Too


LinkedIn is not all about finding new clients or customers, nor is it just an exercise in personal branding. LinkedIn is an excellent source for finding new suppliers as well.

In many ways you can invert the advice given above. If someone has gone to the effort to fully populate their LinkedIn profile and have received many LinkedIn Recommendations and LinkedIn Endorsements from others, you are more likely to use their services than those of someone in an equivalent role and sector whose LinkedIn profile is lacking. It is easier to assess whether to use someone’s services or not if they have provided you with the relevant information.

Again, one cannot emphasise enough that LinkedIn is not just about LinkedIn profiles. I have asked many times in LinkedIn Groups for suggestions of suppliers for particular jobs and services, and I have received recommendations and direct approaches in return. If a supplier is alert and proactive enough on LinkedIn, it can win them additional work.


6.  LinkedIn Can Help You Find A New Job


Even though it does play into the predominant yet false cliché that LinkedIn is only for people looking for new jobs, there is no getting away from the fact that it is a brilliant tool for looking for new career opportunities.

You adjust your LinkedIn settings so that you get notified when businesses or sectors you are interested in are advertising for new staff, and many companies proactively push job opportunities in the LinkedIn news feed and within LinkedIn Groups.

Not only that, but you can even apply online via LinkedIn for certain roles, using your LinkedIn Profile as your CV submission. This only highlights the importance of having a professional and comprehensive LinkedIn profile, regardless of how you plan to utilise the social network.


7.  LinkedIn Can Help You Find New Staff For Your Business


The obvious flipside of the above is that LinkedIn is great if you are looking to recruit additional staff for your own business. A potential candidate’s LinkedIn behaviour and profile can tell you a lot more about them than a static, traditional CV.

As a potential employer, you can even message those who have provided LinkedIn Recommendations via the network itself if you require further information or clarity about a candidate, and the LinkedIn search function allows you to headhunt without the need for a traditional recruitment agency.

The only caveat to this is that you should involve your Human Resources department in all of this, to ensure that you are abiding by your organisation’s recruitment process and recruitment law in general. This is especially true given that many recruitment processes ensure that recruitment decisions are not made on the basis of ethnicity, gender, sexuality or age, some of which can be inadvertently discerned by looking at potential candidates’ LinkedIn profiles.


In conclusion, I think a LinkedIn presence is essential for almost all professionals and is an absolute necessity if your products or services focus on B2B. Like the other social networks, LinkedIn is far from perfect and it has its issues (the user interface is at times woeful, for example), but I think having a LinkedIn profile will soon become the norm for the modern worker.


Nick Lewis Communications can provide training in LinkedIn as well as offer professional management of LinkedIn Company Pages. To find out, please e-mail info@nicklewiscommunications.com or call 07970 839137.


Nick Lewis is a communications professional with over 15 years’ experience of working in both the private and public sector.

Nick is now using his wealth of skills and experience to help small businesses and organisations adapt to the modern online age. He helps individuals understand the possible successful applications of Social Media for their business and how they can use and monitor online materials and Social Media themselves to meet their professional goals.

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