How to Network Effectively on LinkedIn

When I joined LinkedIn back in 2004, I was excited by the idea of staying connected with ex-colleagues. Through work, a lot of great people come into our lives. We see them intensely for a period in the office and on work trips. Then one side moves on. We used to exchange phone numbers and email addresses and provide vague promises about keeping in touch. With most, time passed and those contact details became redundant.

Over the last 11 years, I have enjoyed the stream of updates on the movements and professional successes of my former work mates. Best of all, I know that I always have their up to date contact details and can reach out if I am passing through their city or if an opportunity arises: something I have taken advantage of several times.

However, over time, I realised that the networking opportunities on LinkedIn are far richer than this. Authentic, professional networking has always been an essential ingredient to career success. LinkedIn is a tool that enables time poor professional workers to take networking to the next level. When intentionally used, LinkedIn can enable you to maintain and enhance a large professional network with relatively little effort.

Pulling a good network together takes effort, sincerity and time.

- Alan Collins -

Here are some pragmatic tips and strategies for getting the most out of LinkedIn as a networking tool.

 

1. Decide what type of network you are trying to build

 

1.1 Quantity vs quality

The size of your network is important: the more first-degree connections you have, the greater the reach of your personal brand and the greater the potential for finding a connection into the company or opportunity at hand.

Some people take this to heart and send a connection request to almost anyone they come into contact with on LinkedIn.

One of the challenges in networking is everybody thinks it's making cold calls to strangers. Actually, it's the people who already have strong trust relationships with you, who know you're dedicated, smart, a team player, who can help you.

- Reid Hoffman

The quality of your network is more important than the absolute number of people you are connected to. A small network of people who know and value you is preferred to a large network of tenuous connections.

Why is this so?

The power of your network lies in the strength of your connections. When the opportunity arises for you to reach out through your network to make that all important connection, the relationship you have with the relevant connector is the key to success. For example, if you see a job advertised on LinkedIn that wish to apply to, the very first step you should take is to see who has posted that job. Then see if there is someone in your network who is connected to that recruiter and ask them for an introduction. It is in these real situations that the strength of your network connections will bear fruit.

 

1.2 Have a policy and stick to it

There are many variations in connecting policies. The key is to be clear on what your policy is and to stick to it.

My personal policy is to only connect to people with whom I have had a meaningful interaction. This could be as little as a one hour business meeting, so long as I got to build some rapore and could see the potential to like and trust this person. I have stuck to this policy strictly, building my network slowly and patiently over 11 years to 1,200 individuals today. I feel quite sure that, if requested, I could contact any of my connections and be confident of a helpful response.

A Director at my company has a similar policy, though will also connect with select individuals with whom he sees potential mutual advantage. Sometimes he will also connect with individuals whom he believes he may be able to help in the future: e.g. a student who approaches him after an event.

Others I know have an even loser personal connections policy, connecting with key players in the industry or profession in which they work.

Popular blogger Pat Flynn will accept invitations from any of his fans that wish to connect. Like most bloggers, he has many fans who, through reading, watching and listening to him over a number of years, feel a strong personal connection, even though they may never have actually met.

Other approaches:

• A recruiter will likely connect with candidates.
• A customer service rep may connect with customers.
• Your connection intentions may be founded on your goals and objectives.

There is not one correct approach. You must chose a personal policy that is right for you and then apply it consistently.

 

1.3 Conduct an annual "spring clean"

Each year, I run through my LinkedIn connections. Occasionally there are a couple who, even after carefully reviewing their profiles, I honestly cannot remember. These are often people I have connected with at an event and have subsequently had no further contact. I remove these connections. I know this sounds harsh. However, I wish to maintain the integrity of my network and the acid test for me is "would I be comfortable reaching out to this person to make an introduction." When the answer is no, it is time to sever the connection. As I have a fairly strict policy on who I connect with in the first place, this seldom occurs.

If your network on LinkedIn is all over the place because you have not followed a consistent personal connection policy, it may be time to do one almighty spring clean. Although drastic, this will allow you to "start over" and commit to a consistent policy from that point forward.

 

1.4 Diversify your connections

The most powerful networks are not constrained to the function and industry in which you work, but reach into a wide variety spheres of influence. Ultimately, it is the left of field connections that may prove to be the most important and open doors for you in the future.

The network diagram below is an example of a network full of redundant connections. Rather than being broad, it is tightly clustered. 

A more diverse network may look like the image below. This person would have access to multiple communities and interests.

Some of the ways that you can build greater diversity into your network:

• age - connect with people who are both younger and older than you.
• geography - build relationships and connections around the world. This is particularly important in our increasingly globalised world of business.
• function and industry - connect with people with different vocations and in different industries. If you are primary school teacher, why not connect to nurses, accountants, miners and artists?

 

2. Build your network

 

2.1 Build a strong profile

As you take action to build your network, increasing numbers of people will view your profile. Make sure you are putting your best foot forward by investing time to build and maintain a great profile.

Be sure to add in details of your studies, work experience and volunteering. This will provide a rich data source to help LinkedIn match you to relevant contacts. Members with 100% complete profiles are 40 times more likely to receive opportunities through LinkedIn.

Be sure to update your LinkedIn profile at regular intervals. These days, your LinkedIn profile is less a CV in the sky and more a dynamic portfolio of your personal, professional brand.

 

2.2 Search for people you know

Initially, it is a good idea to connect to your email contact list so that LinkedIn can match the profiles and present them to you. This will quickly build your initial network. To do this, select "Add Contacts" under the "My Network" menu.

As your network expands, periodically spend time searching through the module "People You May Know". This module identifies individuals who went to the same University or worked at the same employer. It also recommends individuals who are connected to a number of your connections.

 

2.3 Connect right away after meeting

Don't wait. Right after meeting someone you would like to connect with, send them an invitation to connect on LinkedIn. Do it while the memory is fresh. This is easy using the LinkedIn mobile app.

 

2.4 Personalise emails when connecting

It is always better to personalise your connection messages whenever possible.

Think back to the connection invitations that you have received in the past. The invitations with that personal touch are so much more effective. Make the message warm and friendly. Remind the person how you know each other. When relevant, identify what the benefits may be of connecting.

How do you personalise a connection invite?

From the desktop, open the individual's profile and then press the 'Connect' button. The opportunity is then presented to write a personal note to accompany the invitation request.

Unfortunately, it is not possible to send a personalised invitation from the LinkedIn mobile app. However, you can send an InMail message when you send a mobile invitation, which helps.

 

2.5 Use Contact tags

You can create and manage tags, which can be used to group your contacts. This can help you to quickly find relevant contacts within your network.

 

2.6 How to say no politely

You will get invitations to connect from strangers who have a 'different' connection policy to you.

You can simply decline an invitation.

However, so as to be polite and not burn bridges, you may prefer to take a minute or two to send a short decline message. I write a variation on the message below:

Hi xx. Thankyou for your invitation to connect. I looked at your profile and I am afraid that I cannot recollect having met you. If we have met, please remind me of where and when, and do accept my apologies. I maintain a very strict connections policy, connecting only with people that I know. However, should you wish to, you may Follow me on LinkedIn or on Twitter @drwsanders. In doing so, my blog articles and updates will be delivered into your personal news feed. Best, Daniel

If you are getting large numbers of invitations from unknown persons, you can change your profile settings to require that someone has your email address before they can send you an invite. If you select this option, this will severely limit the number of invitations you get. For most people, this would not be a prudent action to take.

 

3. Nurture your network

Effective networking is ultimately about maintaining relationships and relationships must be nurtured.

3.1 One-to-Many

Each time that you like, comment, or share a piece of content or publish a long-form post, it will appear in the feed of your first degree connections. By producing and sharing valuable professional content, you will remain front of mind to your connections. Done well, you will enhance your personal brand in a professionally relevant way.

3.2 One-to-One

LinkedIn makes it easy to reach out and stay in touch with your network. 

The "My Network" tab on the mobile app highlights important milestones from your network, including change of jobs, promotions and birthdays. This provides an opportunity to write a personal note of congratulations or simply "like" the update if you are pressed for time. Make this a daily habit and you will be reaching out to your entire network throughout the year.

From the desktop, the same functionality can be found in "Connections" which is located in the "My Network" tab:

While the "My Network" functionality makes keeping in touch easy, it is, of course possible to reach out to your connections at any time. One effective outreach is to share a piece of content that you believe the recipient will find relevant and valuable. When you elect to share a piece of content, you have the option to share directly with one of your connections, as per the image below.

 

3.3 Look for ways to help others

Always be thinking of ways that you can help other people in small and yet powerful ways. Respond to requests to make connections through you, but also look out for opportunities to proactively help people with your expertise. A great way to do this is by actively participating in relevant professional groups.

You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.

- Dale Carnegie -

 

3.4 Step away from the computer!

Support your online networking with a real human touch. Set up calls, attend live events, and send snail mail notes to people you interact with on LinkedIn.

 

4. Connect to Opportunity

 

4.1 Get warm introductions

An effective network on LinkedIn will enable you to connect to opportunity again and again. Whether you are looking for a job, business development opportunity or other type of collaboration, a strong network will take you one step closer to connecting with the companies and individuals who you need to connect with.

When viewing a Company Profile, a module in the right hand panel will show you who you are connected to in that company. You can reach out to these connections to find out who you need to be speaking to and to ask for a warm introduction.

 If you need to find and contact relevant individuals at companies on a regular basis, consider investing in LinkedIn Sales Navigator, LinkedIn's highly effective social selling tool.

 

4.2 Identifying alumni

If you studied at a University that has a strong alumni, LinkedIn can help you find and reach out to alumni members at the companies you wish to contact.

For example, if I wished to reach out to practicing accountants at EY in Australia, there are 103 University of Melbourne Alumni who fit this description.

When I locate the individuals who I want to contact, I can see any mutual connections who may be able to make a warm introduction. In the example below, Michael Daly (my 1st-degree connection) is connected to Georgina Dellaportis, Executive Director at EY.

 

4.3 How Meg Harris used LinkedIn to connect to Opportunity

Everyday, many thousands of people use LinkedIn to connect to opportunity. The below video highlights how meaningful this can be.

 

What further tips can you share for networking effectively on LinkedIn? Please share your thoughts and ideas below. 

 

I'm a "Talent Brand Consultant" with LinkedIn, based in Sydney, Australia.  I post articles covering LinkedIn Strategies, Employer Branding, Content Marketing and Social Media. Follow me by clicking on the 'Follow' button at the top of this post if you would like to receive my articles right in your news feed as they are published. You can follow me on Twitter @drwsanders.