Introduction to linked in

LinkedIn is a professional social network that allows you to showcase your professional
profile, seek out new opportunities, and connect with like-minded individuals.
Unlike other social networks, LinkedIn takes a business-orientated approach. This means
individuals that sign up to be part of that environment do so with the intention of carrying
out business transactions.
That transaction can take the form of buying and selling. It may also take the form of hiring
and firing. That's not to discount the vast business networking opportunities the site offers
too.
This is a social media platform primed for businesses. The major difference is that you have
the ability to connect on a globally v. locally and because it's online, it is a lot easier to scale.
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HISTORY
LINKEDIN BEGINNERS GUIDE
FOUNDED
2002
277+
MILLION
MEMBER
BUSINESS
PEOPLE
200
COUNTRIES
WORLDS
LARGEST
NETWORK
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SIGNING UP
You can sign up to LinkedIn by visiting
https://www.linkedin.com/reg/join
ENTERDETAILSHERE
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SIGNING UP
LINKEDINMOBILE
LinkedInofferamobileapplicationthatallowsyoutokeepup
withyourprofessionalnetworkonthego.Thisworksonallmajor
devices.Thiscanbeparticularlyusefulwhenatbusiness
meetingsornetworkingevents.Insteadofrelyingonmemoryor
businesscards,youcanconnectwithpeoplethereandthen.This
increasesthechancesoffollowingupandseekingoutany
businessopportunities.Theonedownsideofthemobileappis
thatyoucannotalwayssendacustominvitetothoseyouwantto
connectwith.Ifthisissomeoneyoudon'tcurrentlyknowthen
youarelesslikelytogetanacceptancethanwhensendinga
personalisedinvitation.
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COMPLETE YOUR PROFILE
Once you have signed up and have verified your email address, the
next step is to complete your LinkedIn Profile.
Your LinkedIn profile acts like a modern resume/ CV
storing your expertise, experience and education.
It's important to note that LinkedIn's algorithm automatically
ranks completed profiles higher in LinkedIn search than
those that are not. As LinkedIn Search is how the majority of
people find targeted connections, you must ensure your
profile is 100% completed.
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Here are the 10 key areas that contribute to your LinkedIn profile completeness:
PROFILE
PHOTO
INDUSTRY |
POSTCODE
VOLUNTEER
EXPERIENCE
50+
CONNECTIONS
SUMMARY
COMPLETED
CURRENT
POSITION
2 MORE
POSITIONS
5+ SKILLSEDUCATION
WORK
PROJECTS
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PROFILE PHOTO
Also be sure that your profile picture resembles how you look now. If you change your hair style or
colour or grow a beard, consider updating your profile picture. If you meet someone and look
significantly different, this will increase barriers to trust.
Oh and don't forget to smile! Say cheese :)
Ensure you add an up to date professional head shot. You
want to provide the best representation of your professional
self.
Avoid cluttered backgrounds and crazy outfits that might fit
other social networks. Keep it simple!
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LINKEDIN VANITY URL
When you sign up to LinkedIn, you will be given a profile url that may look a lot like this:
www.linkedin.com/in/chloeforbeskindlen/ 98377849790314781730947139047918/
This simply the unique profile address provided by LinkedIn. You can change the url to a
simpler, easy to find address based on your name. Like so:
By removing these numbers, it makes it easier for fellow users to find you. It can also help
search engines connect your account with other social profiles on the web.
To find out how to secure your vanity url, visit http://bit.ly/LinkedInVanityURL
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LINKEDIN SUMMARY
Your LinkedIn Summary is 2000 characters so you have to make your words count. Your
Summary is designed to showcase:
⦿Who you are
⦿What you do
⦿Who you can help
⦿Why you are the best person qualified
By focusing on these key areas, you ensure it is easy for visitors of your profile to decide
whether you are someone they would like to connect with. Include keywords (terms) that you
would like to be found for within LinkedIn search. This will help your profile rank higher within
the results.
LinkedIn offers limited customisation but you can add special characters to draw people's
attention to a particular area. For example. ☛ ⦿│▌► ◄ ♦ • ★☆
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EXPERIENCE
EDUCATION
This section is self-explanatory. Be sure to include all your previous education.
This extends beyond your school,, college and/or University. Include
professional courses undertaken as well as your accomplishments, credentials
and awards. This will provide social proof and enhance your credibility.
Be sure to complete the EXPERIENCE section of your profile. Take this opportunity to dive into
who you are and what you can bring to the table. Focus on including keywords and ensure you
have a compelling title. This 100 character title can often show up in LinkedIn search depending
on your settings
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INTERESTS
GROUPS
Similarly to when this section is included in a job application, interests are designed to show a
little bit more of your personal side. This can be professional or personal interests. You can
also include keywords in this section if you feel it is relevant.
When you first join LinkedIn, you won't be part of
LinkedIn groups. However, when you do start to
join groups, they will appear on your profile. If you
would rather some groups didn't appear on your
public profile, you can 'hid' them by visiting your
settings.
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VIDEO AND MULTIMEDIA
Thisisanopportunitytobuildyourpersonalbrandandsharethepassionforwhatyoudo,
youwillnotonlygrabthereadersattention,you'llkeepit. AccordingtoForbes(2013),avideo
increasesaperson'sunderstandingofyourproductorserviceby74%.Comscore(2012)
researchhasalsoshownpeopleare64%morelikelytobuyaproductorserviceafter
watchingavideo.ThisshowsthepowerofincludingavideoonyourLinkedInprofile.
LinkedIn Profiles can be fairly generic. There are few
options for customisation and the text-heavy approach
can make it difficult to grab the attention of your reader.
One way you can overcome this is through the use of
multimedia on your profile. LinkedIn allows you to add
links to YouTube videos and/or presentations. This is a
great way to add some colour to your profile and entice
the reader to view.
Play Video
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SKILLS
CONTACT DETAILS
Your contact information can be up to 1800 characters long. This is where you let visitors
know how they can take the next step and contact you. This can be your phone number,
email address, other social media profiles and your business address.
You can also include rules of engagement. This lets visitors know whom you will accept / not
accept connections from.
Youcanaddupto50skillsonyourLinkedInProfile.Theminimumyourequireis5.Addas
manyasyoucanthatarerelevantandaccurate.
Ifyouareabusinessowner,besuretoincludetheskillsyourclientsarelookingfor
includingkeywords.Thiscanextendtocustomerservice,highretentionrateandotherkey
qualities/skillsthatareattractivetoyourtargetaudience.
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ENDORSEMENTS
RECOMMENDATIONS
LinkedIn endorsement provide recognition for each LinkedIn user's skills. You pay provide
recognition by clicking the "+" next to a connection's skill. Similarly, your connections are able
to endorse your skills in the same way. These are great is you don't know your connection
well enough to provide a recommendation but have seen your connection's skills in action. It's
important to note that you can only provide and receive endorsements from 1st degree
connections.
Recommendations act like testimonials.
You are able to invite/ ask connections to provide a recommendation. It is advised that you
only ask those who have worked with you or are very familiar with your work. This ensures your
recommendations add credibility.
This allows past clients to share their thoughts on your value proposition and encourage
prospects to work with you too.
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COMMUNITY GROWTH
Once you have completed your LinkedIn Profile, the logical next step is start building your
community. The minimum you require is 50 connections to achieve a 100% profile. The
question is how to increase your LinkedIn connections?
IMPORT CONNECTIONS
The logical first step is to find out whether you have
professional connections on LinkedIn. You can IMPORT
CONNECTIONS via email. Just be sure to select a
professional email address. This will bring up connections
based on their email address allowing you to choose which
people you would like to send an invite to.
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COMMUNITY GROWTH
PEOPLE YOU MAY KNOW
LinkedIn will suggest professionals that you may know based on
your current connections. These suggestions will show the 'degree'
to which you know a professional.
You can clearly see how you are connected via label that will
appear next to each profile. They will show as either 1st, 2nd, 3rd
degree connection or group connection.
You are only able to connect with 1st. 2nd and group connections.
Think of these people as 'friends of friends.' They are people that
you may not know directly but have connections in common.
To connect with one of these selections, you can do so by
selecting 'invite'.

COMMUNITY GROWTH
LINKEDIN SEARCH
You can use LinkedIn Search to find people by name, location,
industry and a number of other set criteria. This is a great way to
find your target audience or other business professionals in
your local area. Similarly to 'People You May Know', you can
only invite 1st. 2nd and group level connections.
As you start to grow your community, you will have access to
more individuals and it will become easier to connect with the
people that you care most about.
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COMMUNITY GROWTH
LINKEDIN GROUPS
Another way you can connect with other professionals is through
LinkedIn Groups. LinkedIn Groups offer a place where individuals
can discuss and share content around a particular subject and/or
interest. These groups act like mini-communities within LinkedIn.
You can join up to 50 groups. Groups can provide connections
therefore it is worthwhile joining all 50. It is beneficial to look for
groups of peers, influencers, customers and prospects. Think
strategically about who you want to connect with and the topics
you are interested in discussing before joining. Please note that
some groups are open and some groups are closed. Closed
groups require review and verification before joining.
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COMMUNITY GROWTH
LINKEDINCOMPANYPAGES
Aswellasyourpersonalprofile,asasmallbusinessowneryoucanalsosetupCOMPANY
PAGE.LinkedInCompanyPagescanbeusedtosharegeneralinformationandnew
developmentsaboutyourbusinessandproduct/serviceoffering.Youarealsoabletouse
yourcompanypageforrecruitmentbypostingjobsandattractinginterestsfromjobseekers
whofityourdescription.YouarethenabletolookthroughtheirLinkedInProfilebefore
decidedwhethertheyaresuitableforanextstageinterview.Individualscanfollow
CompanyPagestostayuptodatewiththelatestnewsandupdates.Theyarealsoableto
helpspreadthewordthroughliking,commentingandsharingCompanyUpdates.Your
CompanyPagewillshowupinLinkedInSearchputtingemphasisonkeywordsand
ensuringyourpageissearchengineoptimised.
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LEAD NURTURING
When you are using any social media platform as a business, your overall goal is to take a
connection and turn it into a sales conversion. That comes through building a relationships with
the right people.
While LinkedIn is a business-orientated network, sales and opportunities don't just suddenly
happen. It comes from being pro-active and taken steps to raise awareness for who you are and
what you have to offer.
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LEAD NURTURING
STATUS UPDATES
You can share status updates that appear in the news feed of your connections. Status updates
offer you the opportunity to share relevant news, articles, insights and anything else you
perceive as being valuable to your community. When appropriate, you can include connections
names within your status updates. This can be beneficial when sharing articles or advice from
that connection. They gain full credit and awareness while you take steps to further your
relationship with them. Just be sure not to spam connections by including them in updates that
offer no value or relevance.
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LEAD NURTURING
LINKEDIN PULSE
LinkedIn Pulse provides you will the opportunity to leverage your knowledge and expertise. You
can write articles and publish them within LinkedIn. When you do, your connections will receive
a new notification to let them know you have something to share. This not only helps you stay
top of mind, if your article is providing value to your LinkedIn community, it may also bring them
closer to a place where they want to do business with you. It can also help you to build social
proof and authority through the validity of your work.
CLICKHERE
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LEAD NURTURING
LINKEDIN CRM
LinkedIn offers it's own customer relationship management (crm) feature within it's platform.
Under each contact, you can view the relationship that you have with them. This typically
includes past interactions with dates. This lets you know when you last had a conversation with
them and what that conversation was about. You can also tag connections. This offers a way to
segment your connections into groups based on the relationship you have with them. These
could include influencers, partners, employees, customers, prospects etc. By organising your
contacts, it will be easier for you to keep track of more individual connections on a daily, weekly
or monthly basis.
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TRACK AND MEASURE
LinkedIn provides a variety of statistics to help you measure your performance. As with any social
network, it's important to try and test different strategies over time. Statistics of interest include
☛ Profile views ☛ Community Growth ☛ Messages Received ☛ Endorsements and
Recommendations Received ☛ Likes and Comments on Updates ☛ Sales and Opportunities
Gained.
Keep in mind little changes such as the inclusion of keywords can make a big difference so be
aware of these and adjust accordingly. One of the most important areas to track is your profiles.
Focus on WHO is viewing your profile and if you believe there is an opportunity available, reach
out and connect with these individuals.
TRACK AND MEASURE
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ETIQUETTE
LinkedIn Etiquette
LinkedIn has a very different culture to other social networks. To ensure well-maintained
LinkedIn etiquette, consider this list of Do's and Don'ts.
DO DON'T
DON'T
Keep it professional
Personalise invitations to connect
Send a thank you message to new connections
Make your profile anonymous when doing competitor
research
Spend time building relations with your audience
Don't send spammy messages to
connections or groups asking for an
immediate sale
Don't ask for endorsements /
recommendations from people you don't
know.
Lie about who you are, what you do and
your experience, achievements.
© C4 COMPETE

Introduction to linked in

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