This presentation is about all the ways in which you can make the most of LinkedIn- looking at your profile, your presence and your promotion. From an expert user of the site.

1. HOW TO MAKE THE MOST
OF LINKEDIN
By Alex Swallow, The Influence Expert http://theinfluenceexpert.com/

2. WHY LISTEN TO ME?
- I’M A HUGE FAN OF LINKEDIN WHO USES IT TO GROW
MY BRAND AND TO HELP CLIENTS
- I’VE WRITTEN WELL OVER 100 ARTICLES ON LINKEDIN, MY
THOUGHTS ON THIS WENT VIRAL:
https://www.linkedin.com/pulse/100-linkedin-articles-key-
lessons-alex-swallow/
- I’M AN EXPERT ON THE SUBJECT OF INFLUENCE- ON MY
WEBSITE YOU CAN DOWNLOAD A FREE BOOK ON THE
SUBJECT http://theinfluenceexpert.com/
- I THINK THAT MANY PEOPLE DON’T USE LINKEDIN
EFFECTIVELY AND I AM ON A MISSION TO CHANGE THAT

3. PEOPLE MAKING MISTAKES ON
LINKEDIN
• I SEE PEOPLE MAKING MISTAKES ON LINKEDIN ALL THE TIME, IN FACT I’VE
WRITTEN AN ARTICLE ABOUT IT:
https://www.linkedin.com/pulse/mistakes-people-make-linkedin-alex-swallow/
- I AM NOT PERFECT MYSELF AND AM ALWAYS TRYING TO LEARN MORE ABOUT
LINKEDIN AND HOW CHANGING DEVELOPMENTS MEAN IT CAN BE USED IN NEW
AND EXCITING WAYS
- IF YOU SEE PEOPLE WHO SEEM TO USE LINKEDIN EFFECTIVELY, FOLLOW WHAT
THEY DO! FOR EXAMPLE I HAVE A CORE GROUP OF LINKEDIN EXPERTS WHO I
LEARN FROM

4. WHY IS LINKEDIN IMPORTANT?
• SO, WHY DOES LINKEDIN MATTER? I’D SAY THERE ARE 5 MAIN REASONS:
• A GREAT PIECE OF REAL ESTATE- LINKEDIN IS A GREAT, IN MOST CASES FREE, PIECE OF
REAL ESTATE FOR YOUR BRAND. IT RANKS HIGHLY IN ONLINE SEARCH AND MOST
INFLUENTIAL PEOPLE HAVE A PROFILE
• THE CHANCE TO NETWORK AND TO MAINTAIN LINKS- IN VARIOUS WAYS, LINKEDIN GIVES
YOU THE OPPORTUNITY TO FIND NEW PEOPLE THAT INTEREST YOU AND TO MAINTAIN
LINKS WITH THE PEOPLE YOU ALREADY KNOW
• SOCIAL PROOF- LINKEDIN IS A GREAT WAY TO SHOW PEOPLE THAT YOU REALLY ARE AN
EXPERT IN THE THINGS YOU SAY YOU ARE AN EXPERT IN. YOU CAN GET
RECOMMENDATIONS AND ENDORSEMENTS, LINK ARTICLES AND PROVE YOUR
MEMBERSHIP OF OTHER NETWORKS
• THE CHANCE TO KEEP UP TO DATE WITH DEVELOPMENTS IN YOUR INDUSTRY
• PLUS OF COURSE, THE CHANCE TO FIND NEW CAREER OPPORTUNITIES AND REACH OUT
TO POTENTIAL CUSTOMERS/CLIENTS

5. WHAT ARE THE WAYS IN WHICH YOU
CAN USE LINKEDIN MORE EFFECTIVELY?
• THERE ARE 3 KEY AREAS WHICH I’LL BE FOCUSING ON FOR THIS PRESENTATION
• 1- PROFILE
• 2- PRESENCE
• 3- PROMOTION

6. 1- PROFILE
• WHAT MORE COULD YOU DO ON YOUR PROFILE? HERE ARE SOME SUGGESTIONS:
• PROFILE PICTURE- THE PHOTO SHOULD BE A PROFESSIONAL HEADSHOT, WITH NO-ONE
ELSE IN THE PHOTO, LOOKING DIRECTLY INTO THE CAMERA.
• HEADLINE NEXT TO YOUR PICTURE- MAKE SURE THAT THIS IS REALLY THE THING THAT
YOU WANT TO BE MOST KNOWN FOR AND NOT JUST THE FIRST JOB LISTED ON YOUR
PROFILE.
• SUMMARY- A LOT OF PEOPLE EITHER DON’T HAVE A SUMMARY SECTION, OR HAVE A
POOR ONE. YOU SHOULD SPEND TIME ON YOURS AND USE IT TO INTRODUCE PEOPLE TO
YOUR WORK, YOUR ACHIEVEMENTS AND YOUR PASSIONS. IF YOU ARE LOOKING TO MOVE
INTO A PARTICULAR FIELD OR GAIN MORE EXPERIENCE IN A PARTICULAR AREA, YOU CAN
PUT IT HERE TOO FOR EMPLOYERS/CO-COLLABORATORS TO SEE.

7. • SKILLS SECTION- HERE YOU CAN LIST YOUR MAIN SKILLS AND RECEIVE ENDORSEMENTS
FROM YOUR CONNECTIONS, AS A FORM OF SOCIAL PROOF. OR COURSE YOU SHOULD
ALSO TAKE THE TIME TO ENDORSE SOME OF YOUR CONNECTIONS IN TURN.
• RECOMMENDATIONS- YOU SHOULD ASK YOUR COLLEAGUES/CONTACTS TO
RECOMMEND YOU FOR KEY PARTS OF YOUR PROFILE. YOU SHOULD ALSO RECOMMEND A
FEW PEOPLE YOURSELF.
• EXPLAINING EVERY SECTION- JUST LIKE ON A CV, THERE SHOULD BE NO GAPS IN YOUR
WORK HISTORY. ALSO, YOU NEED TO MAKE SURE THAT THE WORK YOU DID IS CLEAR TO
THE PERSON READING IT- JUST PUTTING YOUR JOB TITLE ISN’T ENOUGH.
• COMPANIES/GROUPS- FOLLOWING SOME COMPANIES AND BEING PART OF SOME
GROUPS SHOW WHAT YOUR INTERESTS ARE AND THAT YOU ARE INTERESTED IN
COLLABORATING WITH/LEARNING FROM OTHERS.

8. ‘BIGGING YOURSELF UP’ ON YOUR
PROFILE
• YOU SHOULDN’T BOAST ON YOUR PROFILE BUT YOU SHOULD BE CONFIDENT
ABOUT YOUR SKILLS AND ACHIEVEMENTS. MANY PEOPLE HAVE A TENDENCY TO
UNDERPLAY THE IMPRESSIVE THINGS THAT THEY HAVE DONE. TRY TO THINK
ABOUT HOW YOUR PROFILE WOULD LOOK TO OTHERS, ESPECIALLY TO PEOPLE
WHO ARE LEARNING ABOUT YOU FOR THE FIRST TIME.

9. WHY YOU SHOULD LINK TO MORE
PEOPLE ON LINKEDIN
• TRY TO LINK TO MORE PEOPLE YOU KNOW. ARE YOU UP TO DATE ON REQUESTS PEOPLE
HAVE MADE ASKING TO LINK TO YOU? IS LINKEDIN GIVING YOU ANY SUGGESTIONS TO
LINK TO PEOPLE YOU MIGHT KNOW?
• YOU MIGHT ASK WHAT IS THE POINT OF HAVING MORE LINKS ANYWAY? I’D SAY:
• IT BUILDS YOUR CREDIBILITY
• IT MAKES IT MORE LIKELY THAT PEOPLE WILL SEE YOUR PROFILE/HEAR ABOUT YOUR
WORK
• YOU GET A WIDER POOL OF INTERESTING PEOPLE TO LEARN FROM
• WHEN YOU PUT A QUICK POST OR AN ARTICLE, IT GOES IN FRONT OF MORE PEOPLE

10. NEXT STEPS
• ONCE YOUR PROFILE IS UP TO DATE, YOU NEED TO MAKE SURE YOU ARE
THINKING ABOUT WHY PEOPLE SHOULD LINK TO YOU ON LINKEDIN
• IF YOU DON’T KNOW, YOU CAN’T EXPECT THEM TO WORK IT OUT!
• HERE, FOR EXAMPLE ARE MY REASONS:
https://www.linkedin.com/pulse/5-reasons-you-should-link-me-linkedin-alex-
swallow/

11. 2- PRESENCE
• AS MENTIONED EARLIER, I THINK WRITING LINKEDIN ARTICLES IS WORTHWHILE. IT REALLY
HELPS WITH YOUR PRESENCE ON THE PLATFORM. SEE MY POST ABOUT IT HERE:
https://www.linkedin.com/pulse/100-linkedin-articles-key-lessons-alex-swallow/
• MY ADVICE WOULD BE TO POST MORE ARTICLES ON LINKEDIN, MORE FREQUENTLY
• LINKEDIN HAS A VERY SIMPLE FACILITY TO PUT ARTICLES UP. WHEN YOU POST ARTICLES, THEY
APPEAR ON YOUR PROFILE SO THERE IS A PERMANENT RECORD THAT SHOWS THE DIFFERENT
AREAS THAT YOU KNOW SOMETHING ABOUT. POSTING ARTICLES ALSO BRINGS NEW PEOPLE
INTO YOUR ORBIT ON LINKEDIN BECAUSE THE SYSTEM WILL SHOW YOUR ARTICLES TO PEOPLE
WHO ARE INTERESTED IN THE SAME THINGS THAT YOU ARE (EVEN IF THEY ARE OUTSIDE YOUR
NETWORK)
• OFTEN PEOPLE HAVE MATERIAL ON OTHER PLATFORMS THAT THEY CAN USE. FOR EXAMPLE,
BLOGS POSTED ON THEIR WEBSITE THAT THEY CAN REPURPOSE AND POST ON LINKEDIN

12. HAVE A CONSISTENT BLURB ABOUT
YOU AT THE BOTTOM OF EACH
LINKEDIN ARTICLE
• AT LEAST SOME OF THE PEOPLE WHO READ YOUR ARTICLE ON LINKEDIN WILL
HAVE NO CLUE WHO YOU ARE AND MIGHT NOT BOTHER LOOKING YOU UP OR
GOING TO YOUR PROFILE PAGE TO FIND OUT MORE
• SO, I WOULD RECOMMEND PUTTING SOMETHING AT THE BOTTOM OF EVERY
ARTICLE YOU POST

13. THINGS YOU CAN WRITE LINKEDIN
ARTICLES ABOUT
• THERE ARE SO MANY THINGS THAT YOU CAN CHOOSE TO WRITE ABOUT, HERE ARE SOME EXAMPLES:
• TO HELP OTHERS USING THE PLATFORM
• https://www.linkedin.com/pulse/three-things-your-linkedin-profile-needs-2018-alex-swallow/
• TO KEEP PEOPLE UP TO DATE WITH YOUR PLANS
• https://www.linkedin.com/pulse/just-moved-new-location-sheffield-see-you-alex-swallow/
• TO PROMOTE NEW THINGS YOU ARE DOING
• https://www.linkedin.com/pulse/social-good-sheffield-our-first-meetup-alex-swallow/
• TO PROMOTE THE WORK OF OTHERS
• https://www.linkedin.com/pulse/10-people-you-need-know-2018-alex-swallow/
• PLUS OF COURSE TO SHARE YOUR EXPERTISE WITH PEOPLE IN WHATEVER AREA MATTERS TO YOU- LINKEDIN HAPPENS TO BE
ONE OF MINE
POSTING UPDATES IS ANOTHER GREAT WAY TO GET PEOPLE TO ENGAGE WITH YOU AND YOUR WORK ON LINKEDIN

14. LINKEDIN GROUPS
• LINKEDIN GROUPS ARE A GREAT WAY TO INTERACT WITH PEOPLE ON LINKEDIN.
NOT ENOUGH PEOPLE USE THEM. YOU CAN HELP PEOPLE OUT AND SHOW THAT
YOU ARE AN EXPERT IN YOUR SUBJECT
• IF NO-ONE HAS SET UP A GROUP IN AN AREA YOU ARE INTERESTED IN, WHY NOT
SET ONE UP YOURSELF? HERE IS AN ARTICLE FROM ME ABOUT A GROUP I SET UP
ON LINKEDIN:
• https://www.linkedin.com/pulse/linkedin-home-board-diversity-reaches-5000-
members-alex-swallow/

15. NEXT STEPS
• A LOT OF INTERACTION ON LINKEDIN IS ABOUT EXPERIMENTING WITH WHAT
WORKS FOR YOU- THERE IS NO ‘ONE SIZE FITS ALL’ POLICY
• A LOT WILL DEPEND ON WHO YOUR PEERS ARE, WHO YOUR AUDIENCE IS AND
HOW MUCH TIME YOU HAVE TO DEVOTE TO LINKEDIN
• TEST THINGS OUT AND GET A BALANCE THAT WORKS FOR YOU

16. 3- PROMOTION
• A REALLY EASY WAY TO SHARE YOUR LINKEDIN PROFILE IS TO USE IT AS YOUR
BUSINESS CARD WHEN YOU ATTEND EVENTS:
https://www.linkedin.com/pulse/why-linkedin-my-business-card-alex-swallow/

17. HAVE A CORE OF PEOPLE ACTIVE ON
LINKEDIN WHO WILL SHARE YOUR
WORK
• IT REALLY HELPS IF YOU CAN HAVE A CORE OF PEOPLE WHO SHARE THE
CONTENT THAT YOU PUT UP ON LINKEDIN. YOU CAN ACHIEVE THIS BY DOING
THINGS LIKE:
• TAGGING PEOPLE WHEN YOU POST ARTICLES YOU THINK THEY MIGHT ENJOY
• SHARING OTHER PEOPLE’S ARTICLES SO YOU ARE KNOWN AS A
COLLABORATIVE PERSON ON LINKEDIN (HOPEFULLY AT LEAST SOME PEOPLE
WILL RECIPROCATE AT SOME POINT)
• ASKING SOME OF YOUR CLOSE CONTACTS TO SHARE YOUR LINKEDIN ARTICLE
(FOR EXAMPLE BY SHARING IT WITH THEM IN AN EMAIL, OR A TWITTER DM).
• OF COURSE IF SOMEONE DOES SHARE YOUR LINKEDIN ARTICLE OR UPDATE,
THE GREAT THING IS THAT NOW EVERYONE IN THEIR NETWORK WILL BE ABLE
TO SEE IT- EVEN IF THOSE PEOPLE ARE NOT IN YOUR NETWORK TOO!

18. THINK OF OTHER WAYS TO PROMOTE
YOUR LINKEDIN ARTICLES
• IT IS GOOD IF YOU CAN PROMOTE YOUR LINKEDIN ARTICLES A BIT BOTH ON
LINKEDIN ITSELF BUT ALSO VIA OTHER FORMS OF SOCIAL MEDIA. OF COURSE
IT IS DEFINITELY MORE IMPORTANT TO GET VIEWS ON YOUR WEBSITE IF YOU
HAVE ONE THAN ON LINKEDIN, SO PROMOTING THOSE ARTICLES SHOULD
GENERALLY TAKE PRIORITY- BUT A TWEET NOW AND AGAIN CAN’T HURT

19. NEXT STEPS
• CONSIDER LINKEDIN PREMIUM
• IT’S UP TO YOU IF YOU WANT TO PAY FOR LINKEDIN PREMIUM (IN CERTAIN ROLES
LIKE RECRUITMENT IT IS ESSENTIAL IN MY VIEW), BUT THEY WILL PROBABLY GIVE
YOU A MONTH OR MORE FOR FREE- I’VE HAD IT FREE A FEW TIMES AND A JOB
ROLE PAID ONCE. IF YOU CANCEL AT THE END OF THE TRIAL PERIOD, YOU PAY
NOTHING
• LINKEDIN PREMIUM ALLOWS YOU TO SEARCH MORE PEOPLE AND HAVE MORE
ACCESS TO YOUR STATS ABOUT PROFILE VIEWS

20. WRAPPING UP
• I HAVE WRITTEN A NUMBER OF OTHER ARTICLES ON LINKEDIN WHICH MAY BE HELPFUL:
• HOW LINKEDIN CHANGED MY LIFE
• WHY YOU NEED A LINKEDIN COMPANY PAGE
• GETTING LOTS OF PEOPLE TO READ YOUR LINKEDIN POSTS
• LEARNING AT LINKEDIN HQ
• IF YOU WOULD LIKE TO LINK TO ME ON LINKEDIN, YOU CAN FIND ME HERE.
• IF YOU’D LIKE ME TO HELP YOU WITH YOUR OWN PROFILE ON LINKEDIN AND
ELSEWHERE, I HAVE A NUMBER OF PACKAGES AVAILABLE, PLEASE GET IN TOUCH