Here is the second article in the Learning LinkedIn series that we kicked off last week with the article, Is LinkedIn Answers Worth the Investment for B2B Professionals. This week we continue with a chat about the profile, which is the key to protecting your online reputation on LinkedIn.
With 100 million members, many of whom are executives from Fortune 500 companies, it is hard to overlook the impact that LinkedIn is having on the professional's career. How many connection invitations have you received lately? No doubt, you have received enough of them to catch your attention. If you are not using LinkedIn for personal and business branding, have you been feeling as if you might be missing something? It is possible that you are missing more than you know.
Can an incomplete LinkedIn profile hurt me in business?
Short answer: yes. In the same way that an incomplete or amateur website says something about you or your business so does an incomplete profile. Nowadays, people ask Google for answers long before they phone a friend. Google indexes LinkedIn profiles. When yours comes up in response to an online search, wouldn't you want it to be a link that people will actually click on and get the answers they are looking for. When an incomplete profile starts to affect your business or personal brand then it is time to take corrective actions.
What corrective actions should I take to improve my LinkedIn profile?
Photo and Headline: Make sure you have one. Nothing is more disappointing than searching for someone only to find that there is no photo to help identify if you have the right person. The photo helps to add a human element to your business. Take the best headshot you can. There should be nothing in the background or any other people in the picture. Save that one for Facebook. The headline should be descriptive. Avoid putting only your job title or company name as this does nothing to explain why a person should open your profile. Try to use your best keywords.
Status updates: This is one simple way to keep fresh content coming. Any updates or linked conversations from Twitter show up underneath your headline. Keep your conversation appropriate for business, however, that doesn't mean you can't let your personality show. If you wouldn't talk about a subject at the water cooler at work then don't on LinkedIn. With that said, if anyone wants to talk about Design Star, I'm available...just saying.
Summary Section: Here is a place where you can tell people what you really do and why you are unique. The description gives details to help prospective clients see that you can solve their business problems.
Recommendations: This is one of the most important areas of the profile. Recommendations are the best form of word of mouth marketing. Make an effort to ask for a recommendation for every appropriate situation. For example, did your boss just give you a pat on the back and thank you for your service? Then send a request for a recommendation for that specific action. Long ago, a note added to your personnel file was the norm. It's the same concept in digital, sharable format. The recommendation of others is a powerful tool that gives you credibility.
Websites: Where else do you have a presence online? LinkedIn provides three opportunities for you to publish them. Give your links a name other than Company Website. Try using a question like, Need A New Home?. Or, put the name of your blog like, Talking Social Today.
OK, I've done all of the above, now what?
That's a common question. Here are 10 ways to keep your profile exciting and keep your connections returning for more.
- Add your blog feed
- Publish your events
- Embed a video or slideshow
- Email your profile to a prospective client
- Stream your Fan Page and Twitter accounts
- Print your profile out and use it like a brochure
- Use your profile URL on all your printed materials
- Share your upcoming trips so colleagues can find you
- Collect data from your connections by creating a poll
- Collaborate on work projects by creating a team space or huddle
Your LinkedIn profile can enhance or detract from your online presence. When it detracts, you run the risk of looking unprofessional or worst than that being invisible. Either of these can hurt you in business.