Ultimate LinkedIn Guide - 24 international experts' best practices

JulienRio.com
THE ULTIMATE GUIDE
24 international LinkedIn Experts
share their best practices

JulienRio.com
Introduction
Thank you for downloading this LinkedIn guide.
As a digital marketing expert, I spend countless hours every week on this fantastic Social
Platform that is LinkedIn. The more I use it, the more I connect with others, the more I read
from experts, the more I discover strategies and tricks to improve my results on this network.
Whether you want to find a job, build your network, sell through social or simply build your
personal branding, LinkedIn is the most powerful tool around… if you use it right, that is.
To construct this guide I have surrounded myself with multiple international experts who
share their best practices and insights.
Read it through, and don’t forget to share it around!
Julien Rio
Digital Marketing Expert

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A panel of LinkedIn experts from all over the world

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Index
Best practices for your profile
Building your network
Being active
Writing content
Using Hashtags
Using groups
Engaging through Direct Messaging
Building your personal brand
Social Selling Index
The Experts

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Social Selling is all about also leveraging Social
Networks to better sell, or, more accurately, to give
others the desire to buy from us.
By extensively and routinely sharing our experience
with those we want to serve, by interacting online
and helping them progress in the field where we have
something to sell them, we:
● raise their confidence and develop our influence,
● get more referrals, even from people who hardly know us,
● discover more opportunities and enter into meaningful
conversations
Why would any of us want to leave aside those
benefits by not adopting Social Selling?
Loic Simon
Founder of the #SocialSellingForum
Why is Social Selling important?
There were 4.39 billion internet users, worldwide, in
January 2019. There are one million people joining
the internet world every day.
In May 2019, LinkedIn had 630 million members,
making it the largest professional network in the
world (far ahead of Xing and Viadeo). What’s
more? 260 million people are active each month,
and 40% of them use LinkedIn daily.
People are more digital today than ever before,
and the trends accelerates. Today, if you want to
connect to people who matter most to you
(recruiters, prospects, peers, industry leaders), you
cannot be a laggard who’s not on LinkedIn.
But having an account is not enough. You must
learn how to master social selling to engage with
those people efficiently.

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Best practices for
your LinkedIn
profile

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Your photo comes in 3 different sizes, so make sure your
headshot almost fills the circle (75% face, 25%
background). A light background will make it easier to
see your face. Go with a professional headshot,
because of the message it sends to everyone who sees
it - that you mean business. Before you get your picture
taken, find clothes and choose a background that will
match your banner image. If your banner has light
blue, ask the photographer to match it. This is what
LinkedIn influencers like Arianna Huffington & Guy
Kawasaki do. If you really like your current photo,
would someone who hasn't met you recognize you
from your LinkedIn profile? If yes, keep it. If no, get a
new photo.
Andy Foote
Insightful LinkedIn Coach
Choosing your profile photo
You wouldn’t go to a shop with an empty store
window. The same thing is true with your profile
picture: it is the first thing people see on LinkedIn
and first impressions matter.
Your profile photo is not only visible from your
profile page, it follows you everywhere on
LinkedIn and appears next to your name each
time you post, like or comment something.
You can’t have an empty photo, a logo, a
drawing or something you wouldn’t put on your
resume. Select carefully your photo so you look
professional and make people want to visit your
profile.
What is the best version of you? What picture tells
who you are and what you stand for?

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Making over your page to include a banner that
converts connections into leads and clients is great.
1. Ask a question about the #1 pain you solve forces
the viewer’s mind to answer the question giving you a
valuable second or three longer of their attention.
2. Make sure your question is mobile optimized so
everyone can clearly read the font. Also make sure
your profile picture doesn’t block the copy.
3. Look at your testimonials for a hack of what they
think is the most important benefit of working with
you. Make it clear and easy to understand how you
help your ideal client and more will come.
Elisa B. Bennett
EB Bennett Media Founder
Choosing your profile banner
After seeing your profile picture, the next thing
visitors see is your banner - a great opportunity to
brand yourself!
Your LinkedIn banner sits on the top of your profile
page and takes almost the full width, on both
mobile and desktop.
What should they see there?
Definitely not a standard picture of the city you
live in: put something there that tells who you are
and what you do, something unique that defines
you as a professional.
The adage says “A picture is worth a thousand
words” - what should yours tell about you
to people visiting your page?

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If you don’t hook the reader with a persuasive
“about” section, chances are they won’t read the
rest. The first two lines are what the reader sees before
clicking onward – make them count! Hook them with
a few sentences that spell out why you’ve been hired
in the past. Take the next few paragraphs to
elaborate on what they can expect when they hire
you, and a bit about your philosophy or leadership
style that makes you unique! The use of “I” is
acceptable and welcome! Lastly, because people
love one-stop-shopping, be sure to include contact
info.
Virginia Franco
Executive Career Storyteller
Writing your “about” section
The about section on LinkedIn is a unique
opportunity to tell the world who you are, what
you do, and why they should care.
This section isn’t meant for you to explain your
current job or copy/paste your company official
description.
It is your chance to differentiate yourself and
explain what makes you unique.
Talk about your career, your vision, your talent,
what inspires you, what makes you different, etc.
Build this section the way you would build an
elevator pitch: what should I know about you if I
had only 30 seconds to hear it?

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The title or headline of your LinkedIn profile sits under your
name. The default setting will set your title to be exactly
the same as your current role. Most of the clients we see
make the mistake of leaving it this way.
You might ask, “Why is this so important to change?”
Here are 3 reasons to reinvent your LinkedIn headline:
POSITIONING: Without the correct headline, you risk being
pigeonholed into the wrong category.
GETTING TRAFFIC: Your photo, headline and name are the
determining factors of whether somebody is going to click
through to your profile.
SEARCH ENGINE OPTIMISATION: Your title contributes to
your search engine optimisation, so include keywords
where possible.
Kylie Chown
LinkedIn Coach and Trainer (USA & Aus)
Selecting the right headline
Your LinkedIn headline is crucial.
Not only does it tell people exactly who you are
with just a glimpse and appears everywhere
(when you comment, when you like, when you
post, on your profile, etc.), but it is also a major
element LinkedIn uses to bring up results during a
search.
This means that your headline should tell who you
are while using the right keywords so you could
appear in the results when people type them.
Are you a Keynote speaker? An author? An artist?
It should be there!
Don’t simply copy/paste your current job title. The
headline isn’t about your job, it is about you as a
professional.

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Your LinkedIn Profile is NOT your online resume. It is
your first impression towards your potential clients and
leads. Make sure that it states clearly what your
added value is for them. Are you aware that your
most current "Job Title" is shown in Google when
people search for your name? Instead of listing your
responsibilities and tasks, try to describe your most
important results and your added value to trigger
them in wanting to know you and your services.
Describe briefly what client challenges you provide
solutions for, what are you Unique Buying Points and
how can people reach out to you. Finally, add
relevant "Media" preferably video or trustworthy
articles and blogs.
Richard van der Blom
LinkedIn & Social Selling Expert
Listing your work Experience
Your LinkedIn profile could very well replace your
traditional resume, and it often does.
Like in a resume, recruiters (and prospects) don’t
like to read many pages or scroll for hours. Focus
only on the jobs that had a real impact on your
career and take the time to explain what you
were doing for each of these companies.
Don’t use this space to list your responsibilities,
but, once again, try to differentiate yourself: talk
about your achievements and success.
Give more details to jobs that are most relevant
so your reader doesn’t waste time reading
less-important content.

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The most effective way to get recommendations is to
start giving them first. Put the ""Law of Reciprocity"" in
action. Here's a proven process I have followed to get
30+ LinkedIn Recommendations:
1 - Create a list of people you have worked in the
past who has had a positive impact.
2 - Write a Recommendation for that individual. Be
genuine and be specific
3 - Send them a note for all they have done for you,
and then mention your recommendation.
4 - Wait for 4-5 days, and then reach out, and ask if
they would be willing to write you one.
5 - Repeat the process for the next person on your list.
Nissar Ahamed
Founder/CEO
Highlighting recommendations & skills
Traditionally, we used to state at the end of our
resumes “references available on request”.
Recruiters didn’t like these much, because it
lacked visibility and legitimacy.
With LinkedIn, things are different: you can
showcase recommendations left by real people.
Prospects and recruiters can read the reviews
and have a look at a person’s profile or even
engage with him, making it way more powerful.
Similarly to recommendations, LinkedIn allows you
to highlight your personal skills and get your
network to vouch for them. It is always better
when 100 people say you’re “good at marketing”
than when you claim it yourself! But don’t be
greedy: select your top 3 skills that matter most to
reach your objectives and build these up.

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Often there isn’t space to include a comprehensive
list of awards, presentations, or course work on other
career tools, like a resume.
The Accomplishments section is the perfect place to
outline a detailed list of achievements, both
personally and professionally. It also allows you to
share professional development activities that can
help you further promote skills and expertise.
Give readers a reason to read your profile to the very
end by taking full advantage and populating this
section fully. Aim to keep your ideal audience (profile
reader) in mind and include details that are
well-aligned, and supportive of, your work, personal
value, and/or job target.
Adrienne Tom
Executive Resume & LinkedIn Profile Writer
Filling your “accomplishments” section
LinkedIn allows you to highlight your own
accomplishments.
Depending on your profile, it could be
publications, patents, courses, projects, awards,
languages, etc.
Define what it is you have accomplished and are
proud of. Try to focus on what matters most: since
people won’t read everything, you need to
consider what would have the greatest impact
based on your actual goals. For personal
branding, your top 3 publications could be great.
If you are a scientist, maybe list your patents. If
you are a fresh grad, you should list your courses
and projects. When listing your accomplishments,
keep your audience and goals in mind.

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Every day we’re seeing more video in our newsfeeds
and it’s easy to see why it has become so popular.
Adding video to your LinkedIn Profile at the bottom of
your About (Summary) and Experience sections will
help your profile stand out to the reader or viewer
and make a stronger impression.
Videos such as:
● An introduction about your business to your target market,
● Testimonials from happy customers,
● Case Studies,
● ‘How to’ style tips to help your target audience,
When you’re considering what types of videos to add
to your profile, remember to think along the lines of
W,I,I,F,T. or ‘What’s In It For Them!’
Derick Mildred
Director of Results Formula
Showcasing your work
On your profile, both in the “about” section and
within each work experience, you can highlight
some of your achievements in the form of a
media: a presentation, a video, a publication,
etc.
It gives both recruiters and prospects a better
sample of what you are capable of.
Add a few for each past job (when relevant) and
select the most relevant ones for your “about”
section. It gives your visitors the ability in just a few
seconds to see what it most unique about you.
For an author it could be your last book, your last
keynote if you are a speaker, your last interview if
you’re an entrepreneur, your last project if you’re
a student, your portfolio if you’re a designer, etc.

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Building your
network

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A prerequisite to constructing a good network is
defining its perimeter: geographical area and
prospect persona for example.
Concerning inbound requests, keep in mind you may
benefit from weak links: an artist may have a brother
in your prospect list. Accept these to diversify your
network. By default, accept any request. If you must
filter, do we with objective criteria: poorly filled or fake
profile, low seniority, supplier, outside your focus, etc.
Don’t forget the two limits: 30K contacts maximum
and 5K outbound requests maximum. Finally, once
your network is getting large, avoid connecting to
people with multiple common contacts.
Patrick Barrabé
Consultant, Keynote Speaker
Finding the right people
Your network is the heart of your LinkedIn strategy.
Your success depends on your ability to build an
relevant network, consistent with your objectives.
The old days of adding only people you met in
the real life are long gone: LinkedIn is made to
meet with new people that can help your
business or your career.
Define carefully what an efficient network should
look like for you and start engaging with the right
people. Don’t be shy when others want to
connect with you: if they correspond to your
network profile, accept them. Keep in mind that
each new connection comes with its own
network and opens new perspectives for your
own development.

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When it comes to best practice for inviting someone
on LinkedIn we’re often told how crucial it is to send
personalised connection requests. This is because
between 80-92% of C-level executives and business
owners will ignore a connection request without a
personalised message. But how personalised is
personalised? It is universally agreed that everyone’s
favourite topic is themselves, therefore mentioning
something interesting you gained from reading their
profile and or their content will acknowledge the
‘what’s in it for me?’ question by showing you have a
genuine interest in them and that you’re not trying to
sell straight away.
Jillian Bullock
LinkedIn Ninja Down Under
Sending an invite with a message
As mentioned earlier, LinkedIn is no longer a
place to record only people you’ve met in real
life and you are encouraged to add new people
to build your network.
That being said, wouldn’t you feel awkward if
random people in the street asked you “do you
want to be in my network?” without any
announcement of any sort?
To build your network efficiently, increase the rate
of people who accept your invite and
immediately create a relationship with the people
you invite, add a (short) personal note explaining
briefly who you are, why you’re adding this
person and what he/she can expect from you.

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Being active on
LinkedIn

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I recommend posting something at least once a
week – although 3X per week is preferable. While
liking someone’s article is OK, adding a comment of
your own is great, posting your own short posts is
better and a combination of all 3 is best.
TRUE STORY: By engaging just 15 minutes per day for 8
weeks on the posts of others, I grew my followers by
1200 and regularly received between 5-10 new
connection requests!
Virginia Franco
Executive Career Storyteller
Commenting, liking, sharing
Having an account, logging in and being active
are very different things.
If you only “read” what’s happening on LinkedIn,
even if you do it daily, you won’t be considered
active.
You should react to what others say, leave them
a comment or share their posts, but you should
do it in a smart way. Everything you like or share
will be visible to your network. It means that you
get additional visibility, but it also means that you
must consider carefully what is the type of
content you want people to identify you with.
Simply being active on LinkedIn will quickly grow
your visibility, number of profile visits and potential
opportunities - don’t miss out!

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There's only one main rule when you write a comment
under someone's post: be relevant! Whether you're
congratulating someone's accomplishments, react to
another point of view, debate, or help someone in
need for advice, keep in mind that you can stay true
to yourself.
A great way of staying true to yourself is to
acknowledge that you can disagree with someone,
but still talk and argue with this person. Don't be afraid
to say what you think, stay polite and respectful but
don't change your opinion.
What is a “good comment”?
A “good comment” adds value.
Saying “ok”, “thank you”, “great post!” doesn’t
add any value. LinkedIn gives visibility to people
who make the platform better by encouraging
discussions and debates.
As a start, any comment with less than 5 words
can be discarded. Try to engage with the
audience by either asking relevant questions or
sharing your opinion and experience to fuel the
discussion.
When you get a response, don’t reply with a
“closed response” that ends the discussion.
Instead, ask another question, dive deeper, push
further to encourage the other party to continue
the discussion and keep building both the post
visibility and your own.
Clément Hellard
Founder / CEO

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Writing content on
LinkedIn

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Good LinkedIn post content sparks discussion and
engagement, as that's the best route to high visibility
in the feed. Asking questions and expressing opinions
are the easiest ways to prompt responses.
I recommend inspecting your email inbox and sent
items folders for topics you've addressed in a private,
1-to-1 setting.
Adapting that information means you can answer
questions in public and at scale. Over time, that
demonstrates your knowledge and builds trust with
those interested in your products or services.
If in doubt, make your content sit on a CHAIR:
Challenging, Helpful, Amusing, Interesting and
Relevant. And go easy on the sales posts!
John Espirian
LinkedIn Nerd
What should I post about?
Your objective is to get additional visibility and
build credibility. To achieve that, you need to
post about things you know, things you’ve
experienced, things you master.
Define what you’d like people to know about
you, what they should recognize you for - this is
precisely what you should be talking about.
Build a simple list of topics you could cover and
start writing about those. For your audience to
care and share, your content must be valuable
(they should either learn something or it should
make them think and react). Don’t be
promotional and put some of “you” inside your
content: if it gets personal, it appears more
genuine and gets better results.

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When you are considering WHAT to post - keep your
IDEAL audience in mind. Why do they care about
what you are posting? Are you looking to engage?
Educate? Inform? I recommend posting a variety of
content types in your post. One day, it might be an
inspirational quote related to your industry. The next
day, it may be a video with a tip about your area of
expertise (think: free sample!), and then, you may
feature a network connection or an organization.
Vary up your content and watch your post analytics.
Getting engagement? (likes, comments, shares) Do
MORE of that activity. No response from your
network? Do LESS of those posts.
Brenda Meller
Chief Engagement Officer
What should my post contain?
LinkedIn allows users to post multiple types of
content: text only, links, images, external or native
videos, and even documents.
There are some analysis showing what works best
(native video works better than text only,
documents overperform native videos, articles
perform poorly, etc.) and you may want to find
the best type of format to cater both your need
of visibility and your need to efficiently display
your message.
In any case, try to write sufficiently to spark
something and give your readers sufficient
content for them to engage - a link with no
context never performs.

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Multiple behavioral analysis of posts show that it is
important to leave a gap of at least three hours
between two publications to avoid being penalized
by the algorithm.
The other important aspect is regularity: you must
create an appointment with your followers.
The right frequency would be one post a day, but you
may skip weekends.
According to observed results, the optimal days to
publish content on LinkedIn are Tuesday, Wednesday
and Thursday. The time also matters: consider posting
early morning, just before lunch or early in the
evening.
Patrick Barrabé
Consultant, Keynote Speaker
How often should I post something?
The frequency you set depends on your goal.
For optimal results, you should be active every
day. That being said, studies show that posting
too frequently may not be a good strategy, since
only the first post of your day would receive the
expected visibility, subsequent posts having a
reduced reach.
You must also consider the quality of your posts:
don’t you sacrifice quality over quantity. If you
only have quality content for 3 days a week, then
the right frequency for you is 3 days a week.
Spend more time optimizing your post, fine tuning
the media you attach to it, engaging with others
and responding to comments. One great post
with a lot of engagement is worth more than 5
invisible posts.

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Five Top Tips for better articles
1) Research your headline & topics using Google
Search / Google Trends / Quora.com / Twitter. What
questions are people asking that you can answer?
2) Invest in a strong, professional title image to draw in
readers. A great free resource to help you is canva.
3) Manage expectations with estimated reading time
and a summary of the article right at the start
4) Use regular text 'breakers' so readers can 'skim' and
get to the part of your article most relevant to them
5) Include a call to action at the end to encourage
followers or new connections
David Petherick
Doctor LinkedIn
Best practices for LinkedIn articles
A recent report from OkDork highlights some key
elements to a successful LinkedIn article:
● Your title should be 35 to 45 characters long
● Use “How to” and “list-style” headlines
● Add 8 images for an optimal result
● Divide your article into 5 sections / chapters
● The longer the better: 1,900 to 2,000 words
articles get the highest number of views
● Publish your articles on Thursday (this is true
for standard posts as well)
While all these tips will help you improve your
visibility, the first question to ask yourself is: what is
the sweet spot between what I can write about
and what my audience cares about?

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Using hashtags on
LinkedIn

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Pete Davies dropped a bombshell recently while
discussing the LinkedIn algorithm, he advised users to
add no more than 3 hashtags on posts. Who is Pete?
He works for LinkedIn. When someone senior at
LinkedIn says use no more than 3 hashtags - that's
exactly what I'm going to do.
The next question about hashtags is do you use your
own or somebody else's? I personally have a 1:2 ratio,
first is always my own, for a branding hook and the
other 2 are relevant to the post. Increase your reach
by using popular hashtags. Find here a list of the top
100 LinkedIn hashtags by followers.
Selecting the right hashtags
Hashtags greatly help giving additional visibility to
your content.
Like Twitter, Instagram or Facebook, LinkedIn
works with Hashtags to create series of content
around the same topic.
A recent report from Richard van der Blom
highlights the golden number: 3 hashtags seem to
have the best effect. Beyond 5, the strategy
backfires - LinkedIn doesn’t like spammer and
adding too many hashtags would penalize your
post.
Selecting the right hashtags isn’t difficult: it is all
about finding keywords that best describe your
content while choosing those that have the
highest number of followers.
Andy Foote

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Creating an hashtag is one of the coolest thing Social
Media gave us nowadays. Why? Simply because you
can and have to be very creative and use it to
expand your branding across platforms.
First, think about your strategy : what are your goals?
Will you use it often or is it a one shot?
For example, if you're launching an event, you can
use a simple hashtag such as #NameOfTheEvent2019.
Then couple it with your branding: how can you write
something that is understandable, sexy, and
meaningful? Finally make sure nobody's already using
this hashtag for his own purpose.
#YouDidIt
Creating your own hashtags
Hashtags are great to surf an existing trend, but
why not creating your own trend?
This approach requires grit and hard work but truly
separates you from the pack.
You can create a hashtag that is unique, clear
and consistent with the type of content you
share.
At first, no-one will follow it. But over time, as you
share more valuable content with this hashtag,
people would start following it and you would
always appear in the top results: worth a try, isn’t
it?
If you take this approach, stick to one hashtag
only and surround it with a couple of more
popular hashtags to give additional visibility to
your posts.
Clément Hellard
Founder / CEO

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Using LinkedIn
groups

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You can improve your LinkedIn experience even
further, if you find great groups that would add value
to the time you spend on the platform. When
selecting groups to join, consider how relevant they
are to your niche or industry. Look for groups where
the people you want to connect with hang out.
Once you join the group, you will be able to send the
group members free InMail messages, even if you are
not yet connected with each other. Groups can be a
helpful learning resource, or your go-to community,
which is why it helps to look at the members list in
advance.
Choosing the right groups
LinkedIn limits the number of groups you can join -
100 at the time of this report. And since most
groups require an approval that isn’t immediate,
100 represents the total of groups you’ve joined +
the total of groups you’ve applied to that are still
pending approval.
This number may seem like a lot, but you quickly
reach the limit. You will need to “try” multiple
groups to find the right ones for your business.
Some of the criteria to take into consideration
when selecting a group are: the topic (title +
description), the number of members (that
represents your potential reach), the number of
members already in your network (they will help
you get engagement), and the activity: many
groups have little to no engagement!
Ana Lokotkova
Career Advisor, LinkedIn Branding Champion

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There is a constant stream of content competing for
attention. How do you get the most eyes looking at
yours? First, having a consistent posting strategy is
pertinent to building followers. LinkedIn targets a very
specific population; a mix of business professionals,
CEOs, corporate leaders, job seekers, and avid
networkers, so the peak period is definitely around the
work week. Activity ramps up on Tuesday, gains
momentum on hump-day Wednesday, and slows
down when Friday hits. Tuesday and Wednesday from
10-12 are considered to be posting sweet spots but it
really depends on when your particular target
audience has the most time to consume and engage
with your content.
Shelly Elsliger
President, Linked-Express
The right approach & frequency
Quality often gives better results than quantity.
Since posting to a group takes time, focus only on
groups where a specific piece of content may
have an impact.
Write your post specifically for the group: avoid
promotional material, that gets poor results, and
prefer value-added content that would benefit
the community.
Keep in mind the reason why people joined the
group in the first place: they want to learn from
each other and be aware of new trends, they
don’t want to the target of advertising.
Write your post to generate a conversation: ask a
question, tag specific people whose opinion
would enrich the conversation and make it
engaging.

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Engaging through
Direct Messaging

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When sending direct messages, it is important to keep
the other person’s needs and concerns as your
primary focus. How can you be of service to them?
What is in it for them? Craft messages to match the
tone and character of the person you are reaching
out to.
Check out the CrystalKnows website. It is a tool that
determines a person’s personality based on LinkedIn.
This will help you determine if a fun story or a detailed
list will appeal more. Put yourself in the shoes of the
person you are reaching out to and you are sure to
communicate effectively.
Jess Tiffany
CEO
Good practices for Messaging
Messaging, whether on LinkedIn or elsewhere, is a
very powerful tool. Unlike synchronous channels
(face to face, phone), it allows you to have a
continuous discussion with someone while
respecting everyone’s schedule.
The downside of messaging is that it lacks
emotions traditionally conveyed by your voice
and facial expression.
All the more reason to be precise and careful in
your approach: understand your audience,
understand their needs but also their way of
communicating. Should you be very direct?
Should you use humor? Should you be detailed or
short in your approach?
Understanding the person you are reaching out
to is essential to have a fruitful conversation.

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Selling in 2020 is a completely different exercise from
what it used to be. Customers have changed. So
have competitors.
Facing a large number of offers, customers tend to
believe all things are equal. And if things are equal,
why not take the cheapest option?
The difference has to show on a personal level. A
sincere and authentic contact, value-rich
conversations, and TRUE advice are major
differentiators in a sales cycle - before the product
and its specificities.
And what better than social media to make it
happen?!
Norbert Bilbault
B2B Sales Empowerment
How to Social Sell?
Knocking on a door to present your products is
not Social Selling.
Your network uses LinkedIn to share information
with their peers, not to receive hard-sales
messages. If the first thing you do is reach out to
people telling them how fantastic your product is,
your conversion rate will remain close to zero.
Social Selling takes time because it requires
building trust between people. You don’t build
trust with a single message. You build trust by
bringing value to the table, showing your
expertise, solving problems, having exclusive
insights.
Once this mutual trust exists, you can start talking
about how your product can help solve some of
the issues discussed earlier.

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The art of convincing requires mastery of the rules of
argument. Many sellers mistakenly think that an
argument is limited to stating a problem and its
solution. But that is no longer enough. When the
doctor tells you about a cough and offers you a
miracle cure, wouldn't you be reassured to know its
origin? This is called diagnosis, and it is one of the rules
to remember when making arguments. Because you
are not delivering value by repeating to your
customer the problem he already knows. Bring him a
solution based on a relevant diagnosis, that's what will
make the difference!
Matthieu Wildhaber
Rhetoric and public speaking coach
The art of convincing
Building your network and reaching out to people
is one thing, but convincing them is another.
You need to find the right balance between what
you need and what value you can bring, be
informative without being salesy, help the person
without hard-selling your product.
To achieve that, you first need to understand who
the person on the other side of the conversation
really is and what he/she needs. Like for every
good sales conversation, it must start with efficient
listening - ask the right questions to understand
the pain points. Only the can you use your
expertise to offer something unique, adapted
and customized. The power of a one-to-one
conversation is that it can be around your
contact - don’t make it generic.

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Building your
personal brand

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It's been said that first impressions are now formed
online. When someone "Googles" your name, the
Google algorithm often displays your LinkedIn profile
among the top of the search results because social
sites are viewed as having "high authority" by the
search engine. The digital age gives you the
opportunity to literally be anyone that you want to
be. When thoughtfully curate your header, summary
statement and content you have the ability to
position yourself not only as someone others would
want to work with or do business with--but also as a
thought leader in the field.
Sarah Johnston
Founder, Briefcase Coach
Why is it important?
With over 630 million users, LinkedIn is a place for
professionals to meet and engage. But standing
out can be a challenge.
Your personal branding serves two purposes:
giving a strong first impression and making sure
people not only remember you but identify you
with a specific trait you have defined.
You can try this simple exercise: go through your
LinkedIn network and identify profiles that strike
you as experts or influencers. What makes them
stand out? What makes you recognize them?
What is their specialty?
If you can easily identify these elements, it means
they have a strong personal branding and their
profile is worth studying further for inspiration.

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Getting active on LinkedIn is not enough to attract
attention, earn respect, and generate results.
A powerful LinkedIn presence begins before you
optimize your profile, make meaningful connections,
or create compelling content. It starts with a vision–a
well-defined purpose or objective.
Second, it requires that you focus on you genius zone,
made of overlapping areas of expertise that make
you truly unique.
Third, your firm foundation requires you to identify an
ideal audience that sees what you offer as a
must-have, and will make your vision reality to get it.
Josh Steimle
The 7 Systems of Influence
Building the right foundations
Take the time to build the right foundations.
Everything you will do on LinkedIn must be
aligned with the image you wish to create.
Once you have identified your strengths and USP,
define what you wish people would remember
you for.
You must also define the audience that you wish
to target: who are the people that represent your
ideal network? What do they care about and
what do they need?
The personal brand you are building should take
these three elements: who you are, how you
want to be perceived, and who are the people
you want to display it to.

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Life is too short to wear a suit when you'd rather be
wearing a mohawk, tattoos, ripped jeans, doc
martens and a rock t-shirt! The essence of authenticity
on LinkedIn and in life is being true to yourself. Don't
try and be someone you're not in order to get on
because you'll hate it and eventually you will be
found out.
Be yourself.
Chris J. Reed
The Only CEO with a Mohawk!
Finding your own style
In the early days of LinkedIn, being active on the
platform was unique enough to stand out and
differentiate yourself. This is no longer the case.
Many people are active, have an opinion, share
things, build content. Standing out is no longer
about “being active”, this is just a prerequisite.
You must find your own style, what makes you
different. It could be your way of talking, your
profile picture, the type of content you share, the
format you use, or a combination of all that!
What matters is that you create a unique
character that people would recognize and
identify as you.
Don’t worry about getting it right immediately: it
will take some time for you to build your
character and finetune it.

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Social Selling Index

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If you are active on LinkedIn, you want to have a way
to track your progress and see what you could
improve in your online activity. The Social Selling Index
(SSI) is a free tool that offers exactly that. It gives you
an overall score out of 100, and shows how you rank
relative to your industry and your LinkedIn network
specifically. It tracks your progress in the four key
aspects of your online presence:
• establishing your professional brand,
• finding the right people,
• engaging with insights, and
• building relationships.
Ana Lokotkova
Why does it matter?
Your LinkedIn Social Selling Index (SSI) is a metric
provided freely by LinkedIn using 4 different
criteria to measure how effective you are at
establishing your professional brand, finding the
right people, engaging with insights, and building
relationships.
This metric is updated daily and gives you great
insights to improve your activity on the platform.
Tracking it regularly and trying to improve it puts
you on the right path to being a better Social
Seller that engages efficiently with the right
network.
What’s more, LinkedIn shows you where you stand
versus the rest of people within your industry and
network, so you have a comprehensive
benchmark to estimate your potential.

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Social Selling is not at all about Selling through Social
Media.
It's about a Social Attitude that embraces the
changes in the Buyer Journey.
That combines a professional strategic brand, with an
ambition to provide added value in every step of the
relationship. With an awareness that the network and
information society we live in, comes with possibilities
and threats for your customer relation. The higher your
S.S.I. score the more visible you become, the more
impact you and your knowledge will have towards
your professional network.
Richard van der Blom
The impact on your visibility
So what is the SSI? Is it just another vanity metric
used by LinkedIn gurus to feel better about their
performance?
The SSI is definitely more than that. The higher your
score, the higher your reach, according to
Richard van der Blom’s report.

JulienRio.com
JULIEN RIO
Entrepreneur and marketing expert, Julien has worked in
multiple industries across Europe and Asia for the past 11 years.
Through those experiences he has been in charge of
Marketing Strategy and managed both small and large
international teams, focusing on all aspects of traditional and
digital marketing, including branding, SEO, SEM, PR, web
development, trade shows & exhibitions, social media, ABM &
emailing campaigns, communication, etc.
He founded myfairtool in 2015 in Hong Kong to offer a solution
for companies exhibiting at trade shows to better manage
their event and improve their outcome, then wrote The Trade
Show Chronicles in 2017. He then moved to France, to lead
the international marketing effort for Dimelo (now RingCentral
Engage Digital) a software company specialized in
omni-digital customer care.
Digital Marketing Expert
https://www.linkedin.com/in/julienrio/
https://twitter.com/Marketing_JR
https://www.julienrio.com
JulienRio.com

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PATRICK BARRABE
Ex Sales Director, ex Marketing Director, 10 years of IT and GTM
consulting for high value solutions, Business Engineer and Profit
Center Director (GE, ComputerLand, Microtek Group), Patrick
has also helped Digital Companies grow their business.
He then left the IT world and has been managing for the past
15 years multiple innovative and complex projects for the retail
industry while working as consultant and keynote speaker for
mid-market and enterprises.
Patrick accompanies organizations and leaders going through
digital transformation, innovation and business growth using his
experience in Marketing, Sales and IT across multiple industries.
Patrick is the author of “Social Business Networking” (2015),
pioneer for the French Social Selling, and co-author of “Viadeo
101 Questions”.
Consultant, Speaker
https://www.linkedin.com/in/barrabe/
https://twitter.com/barrabe
http://2K47.com
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CHRIS J. REED
With over 1,300 LinkedIn Recommendations Chris J Reed is the
most recommended keynote speaker, CEO, entrepreneur and
best selling author on LinkedIn. Chris is the ""Only CEO With A
Mohawk"" and believes that everyone has a metaphorical
""Mohawk"", what's yours? “Opinion splitting"", ""Controversial""
and ""Most Colourful"" are just some of the ways that influential
marketing magazine Mumbrella describes him. Love him or
hate him, you can't ignore him! Chris’s 3 books ""Personal
Branding Mastery For Entrepreneurs"", ""LinkedIn Mastery For
Entrepreneurs"", ""Social Selling Mastery For Entrepreneurs"" are
all No.1 international bestselling books on Amazon. Chris has
launched 7 global brands from his home of 10 years,
Singapore. Chris’s flagship brand, Black Marketing, has won
Asia's Best Brand, APAC B2B Marketing Agency of the Year,
Asia's Best B2B Brand and Social Media Agency of the Year.
The Only CEO with a Mohawk!
https://www.linkedin.com/in/b2bsocialmarketing/
www.BackMarketing.com
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KYLIE CHOWN
Kylie Chown helps businesses in Australia and the USA grow
using LinkedIn. She was a 2019 Finalist in the Best Use of
LinkedIn for the Social Media Marketing Institute (SMMI)
Awards across 2 campaigns. Kylie was named by the SMMI in
the Top 10 LinkedIn experts in Asia-Pacific in 2018.
Kylie is 1 of only 7 people in Australia to be certified as a Social
Branding Analyst by Reach in the USA. She is also the
co-author of CONNECT: How to Leverage Your LinkedIn Profile
for Business Growth & Lead Generation.
Kylie has been featured as an expert in the Social Media
Examiner, The Huffington Post, Social Media Marketing Institute,
Management Today, Women in Leadership and Management
Australasia, Human Capital Online and Leaders in Heels.
LinkedIn Coach and Trainer (USA & Aus)
https://www.linkedin.com/in/kyliechown/
https://twitter.com/KylieEChown
http://www.kyliechown.com.au
JulienRio.com

JulienRio.com
MATTHIEU WILDHABER
Matthieu Wildhaber was born in Switzerland, but this does not
mean that he is systematically neutral (especially in a heated
debate). Being the youngest of a large family, speech was his
first means of imposing himself. He then capitalized on this
asset in his career. First during his law studies, where he was
able to familiarize himself with the world of oral argument, but
also during his specialization in public speaking.
He mainly works with the corporate world where he provides
internal training. Other mandates such as those related to the
political world quickly enabled him to focus his teaching on
conviction and persuasion. And through his lectures between
Switzerland and France, he continually strives to learn more
and apply the principles of rhetoric.
Rhetoric and public speaking coach
https://www.linkedin.com/in/just-do-it-strategy/
https://www.talkbox.ch/
JulienRio.com

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CLEMENT HELLARD
Clement is a young french entrepreneur, he worked in an
advertising agency during 5 years and gets known thanks to
social selling. Then he decided to leave ad to find deeper
meaning in his business and developing his skills in other areas.
Clement is now the CEO of Good Journey, a company that
aims to make the learning cool and impactful again via
different products : blended learning production, an LMS, a
new kind of school, events about learning, etc.
Founder / CEO
https://www.linkedin.com/in/clementhellard
https://twitter.com/hellard_clement
www.goodjourneyformation.com
JulienRio.com

JulienRio.com
JOHN ESPIRIAN
John Espirian is the relentlessly helpful technical copywriter.
A former Microsoft Mac MVP and former director of the
Society for Editors and Proofreaders, John writes B2B web
content to help clients explain how their products, services
and processes work.
John’s blog provides practical advice to help you unclog your
blog, write better web content and stand out on LinkedIn. Find
him online at espirian.co.uk.
Relentlessly helpful technical copywriter
https://linkedin.com/in/johnespirian/
https://twitter.com/espirian
https://espirian.co.uk/
JulienRio.com

JulienRio.com
VIRGINIA FRANCO
Multi-certified Executive Resume and LinkedIn Writer, Coach
and Storyteller whose documents help clients to land
interviews.
She founded Virginia Franco Resumes years ago when
recognizing her years of corporate communications,
journalism and social work offered her a unique understanding
of how people read, communicate and share information. She
helps clients all over the world to tell their stories and test the
job search waters – often for the first time in years or after
deciding to make a career change.
Virginia has shared her insight as the host of the Resume
Storyteller podcast, a member of the Forbes Coaches Council,
and in various publications and podcasts. She has served for
several years on the Board of the National Resume Writers
Association – currently as the 2019 President.
Career Storyteller & Executive Resume Writer
https://www.linkedin.com/in/virginiafrancoresumewriter/
https://twitter.com/VAFrancoResumes
http://www.VirginiaFrancoResumes.com
JulienRio.com

JulienRio.com
SHELLY ELSLIGER
Shelly Elsliger is an engaging LinkedIn Trainer who coaches
executives, diverse leaders, aspiring women leaders, business
students and job seekers, as well as corporate teams; inspiring
them to maximize their professional branding potential and
their social influence on LinkedIn.
Shelly is a member of the Forbes Coaching Council and the
International Coach Federation (ICF). She is recognized as a
Woman you Need to Know by the National Women Speakers
Association, a Women of Achievement, on the to the list of
globally recognized LinkedIn Training Experts, and a Woman of
Inspiration 2019 Nominee. She is also the LinkedIn Trainer for
Rotman Commerce at the University of Toronto in Toronto,
Ontario.
President, Linked-Express
https://www.linkedin.com/in/selsliger/
https://twitter.com/ElsligerS
http://linkedexpress.ca/
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RICHARD VAN DER BLOM
Richard van der Blom (1977) is one of the founders of Just
Connecting and currently working as Strategical Social Selling
Trainer and Consultant for various international clients, before
he founded Just Connecting in 2009.
He developed the B.E.S.T. Social Selling method, currently used
by many of our clients, as well as various Social Selling
strategies within LinkedIn. As a member of an independent
European LinkedIn Think Tank, he has extended knowledge
and insights of different aspects of LinkedIn, such as the
algorithm, product development and tooling.
As an inspiring Keynote speaker, he spoke at the Annual Sales
Kick-off at 3M, Econocom, Mammoet, ING Netherlands and
Philips. Provided LinkedIn training and consultancy since 2009 –
as on of the first Dutch entrepreneurs – and trained over 10.000
professionals at more than 400 companies.
https://www.linkedin.com/in/richardvanderblom/
https://twitter.com/RichardvdBlom
https://www.justconnecting.nl/en/
JulienRio.com

JulienRio.com
SARAH JOHNSTON
Sarah Johnston is a former corporate recruiter and industry
""insider"" who got tired of seeing talented high-achievers get
passed over for opportunities because they did not have the
right marketing documents or know how to position
themselves in interviews. She launched the Briefcase Coach in
2017 and has had the privilege of helping job seekers land jobs
at top startups and employers like Google, Medtronic and
Deloitte. She's been featured in Inc, HuffPost, Business Insider
and more and was named one of the Top Job Search
Coaches to Follow in 2019 by JobScan.
Founder, Briefcase Coach
https://www.linkedin.com/in/sarahdjohnston/
https://twitter.com/SarahDJohnston
www.briefcasecoach.com
JulienRio.com

JulienRio.com
ADRIENNE TOM
An international award-winning executive resume writer and
job search strategist with Career Impressions, Adrienne has
produced thousands of resumes and LinkedIn profiles over the
past 15+ years for some of the world’s brightest business minds.
Adrienne helps senior leaders and executives gain valuable
traction in their job search to secure advanced roles.
Featured in The Globe and Mail, Forbes, Thrive Global, and
NBC News, she identifies the value of every unique professional
that she partners with, crafting personal career stories,
resumes, and LinkedIn profiles that differentiate top
professionals from their competition. Look for Adrienne’s work
in several books, including Resumes for Dummies.
Executive Resume & LinkedIn Profile Writer
https://www.linkedin.com/in/adriennetom/
https://twitter.com/Adrienne_Tom
https://careerimpressions.ca/
JulienRio.com

JulienRio.com
NISSAR AHAMED
Nissar Ahamed is the Founder & CEO of CareerMetis.com
He is also the host of The Career Insider Podcast and the
co-host of The C.A.R.E. Podcast.
Founder/CEO
https://www.linkedin.com/in/nissarahamed/
https://twitter.com/careermetis
https://www.careermetis.com
JulienRio.com

JulienRio.com
ELISA B. BENNETT
In 2016, Elisa B. Bennett was struggling to grow her business
with cold email and Facebook ads, until she learned to unlock
the power of LinkedIn to unleash an avalanche of leads nearly
on autopilot, freeing her time so she could finally focus on
providing real value to paying clients instead of always trying
to find new ones.
Since then, she’s grown in revenue four times, perfected her
processes while training a select group of over 650 digital
marketing agency owners how to duplicate her successes and
streamlined the entire system so that she can now do the
same for her clients.
She has learned the hard way that the difference between
success and struggling is a system…
EB Bennett Media Founder
https://www.linkedin.com/in/elisabbennett/
https://twitter.com/ElisaBBennett
https://www.elisabbennett.com/
JulienRio.com

JulienRio.com
JOSH STEIMLE
Josh Steimle is the author of 60 Days to LinkedIn Mastery and
creator of The 7 Systems of Influence framework. He has
appeared hundreds of times in more than two dozen
publications including Time, Fortune, Forbes, Inc., Fast
Company, and Entrepreneur.
He is a TEDx speaker and has spoken around the world as an
expert on entrepreneurship, marketing, and personal
branding.
The 7 Systems of Influence
https://www.linkedin.com/in/joshuasteimle/
https://twitter.com/joshsteimle
https://joshsteimle.com
JulienRio.com

JulienRio.com
NORBERT BILBAULT
Trained engineer, Norbert Bilbault has started as Account then
Agency Manager, then became to Sales Director in multiple
industries (Altran, Orange Business, Thales). The common link
between all his B2B experiences is to highlight the value of
expensive offres in a highly competitive market.
This specific expertise allowed him to implement
excellence-based commercial strategies in both SMB and
Entreprises. His objective is to transform not only the technic
but also the commercial approach in order to ease the
acquisition of exceptional deals, alongside more standard
ones.
B2B Sales Empowerment
www.linkedin.com/in/norbert-bilbault
https://twitter.com/NorbertBILBAULT
www.excellence-selling.com
JulienRio.com

JulienRio.com
ANA LOKOTKOVA
Ana is an international career advisor, interview coach and
LinkedIn branding expert based in Calgary, Canada. She
helps professionals create a powerful online and offline
presence, market their career stories using text and video, and
open doors to exciting career opportunities. She is regularly
invited to present at career conferences across the US and
Canada.
Ana was featured on Jobscan.co and other career blogs. She
loves helping job seekers approach their job hunt with
confidence, effective tools, and a clear action plan that gets
them hired. Her two big passions are public speaking and
LinkedIn, which has become the main engine behind her
coaching business.
https://www.linkedin.com/in/alokotkova/
https://twitter.com/cvlabs_yyc
www.cvlabs.ca
JulienRio.com

JulienRio.com
ANDY FOOTE
If you don’t know where you’re going, any direction will get
you there. As a child moving from one city to another because
his father commanded tanks for a living, while serving with the
Scottish armed cavalry, he didn’t know where he was going.
Andy studied geography and history at a small college on the
English coast, had fun, ate fish and chips, chased girls, didn’t
know where he was going. Studied law, had less fun, passed
his exams, almost became a lawyer for a top ten Scottish law
firm, still didn’t know where… you get the picture.
These days, truthfully, he is still not sure of his direction. But
that’s ok. What he is sure of is his ability to help professionals
with their LinkedIn game. He doesn’t ride in a Chieftain Tank
like his father used to, but he is crushing it.
He will fix your awful LinkedIn profile, make it awesome.
https://www.linkedin.com/in/andyfoote/
https://twitter.com/andyxfoote
https://www.linkedinsights.com/about-andy/
JulienRio.com

JulienRio.com
JESS TIFFANY
Jess Tiffany is an author, speaker, strategist, and marketing
consultant.
He is a #1 International Best Selling Author of his book Growth
Hacking: Strategically Grow Your Business Connections from
Zero to 10K in 365 Days. In addition, he is a Marketing Strategist
with a focus on Social Selling, C.E.O. of the Marketing and
Networking University (e-learning company) and MNU Digital
(a full-service Minneapolis based Digital Marketing Agency).
He has written for or been quoted in the Huffington Post, Thrive
Global, Avanto, Authority Magazine, Six Figure Magazine,
Monster, CEO Blog Nation and many more.
Jess helps Business Owners and Executives leverage Social
Media and Digital Strategies to drive leads, revenue and
long-term company growth.
CEO
https://www.linkedin.com/in/jesstiffany/
https://twitter.com/tiffanyintl
https://jesstiffany.com/speaker/
JulienRio.com

JulienRio.com
DERICK MILDRED
Derick Mildred is the director of the Results Formula Agency as
well as an online coach specialising in LinkedIn & Facebook,
coaching people on how to get ‘online’ to work for them and
deliver the results they’re looking for.
He works with sales professionals, entrepreneurs, solopreneurs
and business owners in Australia and all over the world.
With a background in websites and SEO, whereby he
delivered on his ‘Page 1 on Google Guarantee in writing’ for
every one of his website clients, gave him invaluable insights
into how important optimization can be towards placing your
‘content’ in front of the right audience.
Look him up on LinkedIn, and Follow him for the latest tips to
help you get better results from LinkedIn.
Director of Results Formula
https://www.linkedin.com/in/results-formula/
https://www.results-formula.com/
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JulienRio.com
LOIC SIMON
Loic is convinced that Sales Transformation is a must and that...
Social Selling* can make it a reality!
That's why he founded the #SocialSellingForum, an IRL
repeating event that he started in Paris end of 2015 and runs
now in many other cities.
At each of the numerous (46 so far) editions of the
#SocialSellingForum, tens of practitioners and subject matter
experts share their experience and best practices on
#SocialSelling as it applies to Sales, Marketing and Recruitment
Connect with Loic on LinkedIn where he is mostly active, and
feel free to discuss the opportunity to organize a
#SocialSellingForum in you own city!
* Social Selling : Leveraging Social Networks to Sell
Founder of the #SocialSellingForum
https://www.linkedin.com/in/loicsimonibm/
https://twitter.com/SocialSellingF
www.socialsellingforum.com
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JILLIAN BULLOCK
Jillian Bullock is recognised as one of Australia’s leading
LinkedIn experts and currently ranked #1 in Australasia by the
Social Media Marketing Institute. She is a winner of ‘Best Use of
LinkedIn Australasia 2018’ and was a finalist for 2019 with the
SMMA.
Jillian’s 10 years of LinkedIn experience has her recognised in
business circles as The LinkedIn Ninja Down Under as well as
being known as a Certified LinkedIn Trainer, Author, Speaker
and Podcast host. 2019 has been another big year for Jillian
Bullock with large scale speaking engagements, contributing
to a best selling business book Think Big with Sir Richard Branson
and Brian Tracy as well as a LinkedIn Specialist podcast
‘LinkedIn To Jack & Jill. In mid 2019, Jillian ranked number 24 in
the world as a bona-fide ‘LinkedIn Rock Star’ according to
data and statistics provided by LinkedIn.
LinkedIn Ninja Down Under
https://www.linkedin.com/in/jillianbullock/
https://twitter.com/LinkedInNinjaAU
www.linkedinninja.com.au
JulienRio.com

JulienRio.com
DAVID PETHERICK
Doctor LinkedIn helps you tell your story well. He rewrites your
LinkedIn Profile to engage, connect, & convince, and make
you visible, legible & credible. Globally. All with a 100% 1,000
day satisfaction guarantee.
LINKEDIN TIPS:
● 30 Tips for a Better LinkedIn® Profile mzs.es/30d
● How to choose the best profile photo mzs.es/photo
● LinkedIn 5-a-Day Diet mzs.es/5dd
Doctor LinkedIn
https://www.linkedin.com/in/davidpetherick/
https://twitter.com/petherick
https://doctorlinkedin.com
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BRENDA MELLER
Brenda Meller is a self-proclaimed “ambassador” of LinkedIn,
national speaker, and the Chief Engagement Officer at Meller
Marketing, which provides marketing and social media
support for individuals and businesses, specializing in LinkedIn.
She has been leveraging social media to propel her personal
and professional efforts for over ten years, and now blends this
experience with her 20 years of corporate marketing expertise
to help clients achieve their goals.
You can find Brenda Meller and Meller Marketing online on all
the major social media channels. Someday soon, she will
complete her next goal of writing a book on LinkedIn.
Other Important Facts: Brenda loves coffee, chocolate, and
pie. In her downtime, she enjoys jigsaw puzzles.
Chief Engagement Officer
https://www.linkedin.com/in/brendameller/
https://twitter.com/brendameller
https://www.mellermarketing.com
JulienRio.com

JulienRio.com
Thank you
To all the experts who participated in
the creation of this guide, to Freepik for
the design, and to you, for reading it.
Julien Rio.

Ultimate LinkedIn Guide - 24 international experts' best practices

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Ultimate LinkedIn Guide - 24 international experts' best practices