LinkedIn 101 - why and how in 2023

(Updated September 2023). I am teaching my sixth HYPE Career Ready class at Heidelberg University tomorrow, and I wanted (yet again) to get some of the content down and available for any student (and anyone else for that matter) who may be interested. So, after seeing where everyone is at with their usage (don’t want to assume), here is what I will be sharing today:

Why It Matters

1. LinkedIn is an $14 billion corporate giant

LinkedIn is a beast of a company. Started in 2003 by Reid Hoffman and some others, the company was led beginning in 2008 by Jeff Weiner (as CEO). In 2011, Hoffman and Weiner were named US Entrepreneurs of the Year by Ernst & Young, and the company did an IPO that raised about $350M. At that time, they had 100 million users. In December 2016, Microsoft purchased LinkedIn for $26 billion. The company makes more than $13.8 billion a year in revenue ($10.3B in 2021, $5.2B in 2018, $1.5B in 2013), has 21,000 employees (20,000 in 2022; 2021; 11,800 in 2019; 8,700 in 2018), and is headquartered in Mountain View, CA, where Google, Intuit (of QuickBooks fame), Symantec, Mozilla (creators of Firefox), and other tech giants live. If it were an independent company, it would make the Fortune 500 list (#274 as of Sept. 2023).

2. If they were a country, LinkedIn Users would be the third most populous and have the largest economy.

LinkedIn is the white collar professional online business networking site. Its website ranks #20 in the US and globally, just behind Reddit and ahead of Netflix. Roughly and 60 percent of LinkedIn traffic is via its mobile app. The site has more than 875 million users (766 million in 2022, 467 million in February 2017) and 58 million organizations (57 million in 2021). They also have 310 million active users (260 million in Jan. 2022). The average income of LinkedIn users is $47,000, and half make more than $75,000 per year. In comparison, Facebook has 3.0 billion users, YouTube 2.7 billion, Instagram 2.4 billion, TikTok 1.7 billion, X 541k, and Pinterest 464k.

This means if LinkedIn users were a country, they would rank third in the world in population, just behind China and India and ahead of the US. In terms of economic power, its users income would represents $41 trillion per year and would make it the world's largest economy. If you have any question about the wealth of those on LinkedIn, let this sink in - 37% of all millionaires are LinkedIn users.

3. LinkedIn continues to diversify

It's not just for old, rich, white (American) guys. Millennials are now 59% of LinkedIn's user base, and Gen Z now makes up 10% of the user base (78 million). 60% are between 25 and 35 years old. More than 1 in 2 LinkedIn users are college graduates and another 28% have some college. 43% of LinkedIn users identify as women; 57% identify as men. The US makes up 23% of the users; 77% are from other countries of the world (including India, which is the second largest base with 11%). 28% of US white adults use LinkedIn, 24% of black adults, and 16% of Latinx.

4. LinkedIn is (still) relevant

For the past several years I recycled the content I put up here on 2017. I think it's still relevant in 2023. These are not necessarily in order of importance.

• (1) Landing a (White-Collar) Job/Finding Talent: Once person I talked to originally was not a believer in LinkedIn but had a profile. One recruiter in Chicago asked them to make a good profile and start connecting with senior executives (quick hello note, looking for opportunities, etc.) They did this for three months, and an HR Manager reached out to him, which led to a CEO interview, which led to a position with the company, which led to a C-level executive position. Another person said they use it for hiring ("I always use LinkedIn before I interview someone.") 94% of recruiters use LinkedIn regularly. LinkedIn now has 15 million open job listings. The most recent statistics show that 50% of users get jobs through mutual connections. I love this How To Money podcast I just discovered in 2022 (start listening at 17:38 for Rich Jones giving a 3-minute explanation and pitch on LinkedIn.)
• With respect to blue-collar jobs, the articles I have read in 2023, is that it's used for networking but not really for finding jobs. As a person who has hired multiple people over the last several years, I always use LinkedIn to post (and promote) positions and then accept submissions. In my last search, I had several people apply through that mechanism. I also use Indeed, Handshake, the statewide professional association (OEDA), sometimes the national association (depending), as well as our local OhioMeansJobs office (connected to Monster). Indeed and LinkedIn (consistently) provide me the best results.
• (2) Real Life Networking/Company Connections: When I did as survey asking for benefits a few years back, one respondent said her CEO uses it for name and face recognition. He looks at different attendees’ names, faces, roles, etc. It makes him the most "personable" business people they've ever worked with. Another respondent echoed this, saying that before meeting new people, they check out their profile and learn about them, allowing them to know the other person's name when they introduce themselves. This was common with most people. Another respondent said if they have a (sales) "lead," they use LinkedIn to see if they know anyone at that company. This person has also used it to give away football tickets (at that company). 80 percent of users believe that professional networking is vital for success.
• From my own experience, I would say this is a key tool in my networking arsenal - especially when first meeting people or connecting with people I don't work with on a regular basis (and/or for whom I don't have their contact information). I have two upcoming conferences, and I will use it for all the people I meet.
• (3) Event/Info Promotion: Promoting events and information was another way people said they used LinkedIn. I do this with are events my organization is hosting and with press releases and stories we put out and/or share.
• (4) Build Your Brand and Influence: I added this in 2022, and I affirm this very much in 2023. I continue to see the benefits of LinkedIn in terms of building my professional brand (as well as the brand of my organization) and influence within my existing network as well as externally. Honestly, this year, I did not do as much strategic posting as I would like, which is the primary way to do this, but it's definitely recommended.

5. LinkedIn Learning offers a free month of courses

This is something new I've added for 2023 but which has been around (it just hadn't really entered my consciousness before). LinkedIn purchased the online creative course platform Lynda in 2015 and rebranded in LinkedIn Learning. I first became aware of this when one of the candidates from my last hiring process had a number of course certificates (and I was like hmmmm, that's interesting), but I haven't used in personally - yet. In recent years, the platform has amped up the business, entrepreneurship, and IT courses available, and it now boasts 16,000 courses and more than 27 million users. The platform offers a free month (see here), which I will try out in 2024 (rest of the year is booked; I want to try it out when I can do several courses). I'm a fan of finding ways of distinguishing yourself, and this seems like one more thing someone can add - particularly in more "soft skills" areas - e.g., communication, mindset, project management. It appears to be $39.99 per month.

6. Celebrity engagement on the rise

This is also something that I heard about in the last year or so. It is not something that I find particularly appealing (never was good at or had a need to be cool or famous), but I find interesting. It seems that certain celebrities are beginning to use LinkedIn as an influencer platform and a way to distinguish themselves, and project and express a more corporate/business approach. Here's a recent Entrepreneur article on Ryan Reynolds and other increased celebrity engagement - "The Hottest Social Media App for Celebs is...LinkedIn?" (read here). There is also a 37% increase in professional athletes getting active on LinkedIn.

My relationship to LinkedIn

I thought it might be helpful to share my experience, use, and background with LinkedIn.

1. I've been using it regularly since the beginning

I use LinkedIn every other day or so and have for going on 18 years - going back to 2005 (two years after its founding in 2003). It's hard to believe it's been almost two decades! I mentioned some of the ways in the section on why it's relevant.

2. I have a network of 22.9 million (third degree) - maybe

My current (first degree connection) network is 12,162 (10,000 in September 2018; 8,000 in September 2017; 7,000 in February 2017), and only one percent of users reach 10,000 or higher (Statista 2018). The average CEO has 930 connections. My second-degree network is now listed at 178K (299K in 2022, 487K in Feb. 2021, 309K in Sept. 2017, 225K in Feb. 2017 - can't explain the decline), and my third-degree network is 22.9 million. Admittedly, LinkedIn no longer guarantees or directly provides these numbers (I do an advanced contact search within my network), so I question their reliability. I do think it's probably fair to say I have a third-degree connection with a significant part of the network.

3. I have a steady stream of activity

I appeared in more than 250 searches and 500 post engagement in the last week, along with 133 profile views (in last quarter). I also have been in management and leadership positions at companies for 19 years, having hired or been involved in the hiring of more than fifty individuals. I'm also a believer in LinkedIn - it's a solid piece of advice I often give to high school and college student audiences to which I've spoken.

My advice

1. Build your profile

I've decided to beef this section up for 2023, increasing this from six to 20 tips, with more specificity and tailored to the Heidelberg student (although there is broad applicability). Here is some advice about the "top" section:

• (1) Picture: Either get a professional profile picture (can be used here and in a number of contexts); or have someone take one of you with a mobile phone in a suit if possible. I like this article on how to do it (read more).
• (2) Frames: The pictures allow for #opentowork (green) or #hiring (blue). If looking for an internship (or job), I don't think an #opentowork is a bad thing, but I am neutral on it. It signals to me more wanting a job (versus an internship); i.e. ready to enter the workforce.
• (3) Banner: Find a good banner graphic as well (1080 x 360 for mobile) - find a picture; something involving your school is a good idea. They give you four "standard" options - I don't particularly like them, but the home office is better than a blank one. You can also (within reason) copy others that you like (right click, copy image).
• (4) Name Pronunciation: In 2020, LinkedIn added a name pronunciation feature, available to upload only through the mobile app.
• (5) Pronouns: At the end of 2021, LinkedIn gave the option to provide pronouns as a nod to inclusivity. There is no universal agreement about including or not including pronouns within LinkedIn "culture."
• (6) Title & Company: If you are a student, I would use Student at Heidelberg University, even if you have an internship.
• (7) About: Who are you (professionally)? What is your elevator pitch as to what you bring to the table? How would you describe yourself? I happen to think this section is both important and not particularly important, easy and difficult. I think the key is to try to distill your strengths, experience, skills, results into a few summary sentences. If you were in a job interview and someone said tell me about yourself, and then you summarized that content, what would it say? I'm a fan of incorporating CliftonStrengths into this (and your career pursuits) - $24.99 (find out more.) And no, I receive nothing from them.

We'll take a quick trip to the right margin:

• (8) Public Profile & URL: I recommend customizing your URL (Universal Resource Locator or web address) and making as much as you're comfortable with public.

Now, heading back to the main area and into the Experience Section:

• (9) Job Selection: You should add your work experience here (there are other places for education, volunteering, etc.) The question as to whether one should add summer jobs is up for grabs. On the one hand, at some point you don't want to include them, as your career progresses and resume builds (an education analogy would be high school accomplishments, GPA, etc.). On the other, as a student, I think they can (and should) be included, but they should also be translated into results, things a person did or accomplished, not just that they were there or their title.
• (10) Titles: If you don't know what your official title was I would do my best to come up with something that describes the function (e.g., Customer Service Representative, Sales Associate, etc.) I recommend using Chat GPT or a professor to assist.
• (11) Description: I would make sure you translate what you did into transferable skills. Again, Chat GPT is good for brainstorming; you can adapt and specify things that relate to you specifically.
• (12) Profile Headline: If you are looking for an internship, job or intend on pursing graduate school, I would indicate it here. Student at Heidelberg University is also fine. I used Chat GPT just now and it produced ten ones that could be used and/or adapted. Example of one I just adapted: "Future Business Graduate from Heidelberg University | Seeking Internship"
• (13) Skills: This might be challenging to think about skills in the context of a particular job, but your work on Experience Description should pay off here. Additionally, you can check out common lists of in-demand skills (e.g., read this article).
• (14) Media: I like it when it's possible to add media. Summer jobs may not have a lot of media possibilities. I would be aware of this for Education (Dean's List, athletic profile or accomplishment, etc.)

Heading now to Education and other areas:

• (15) Education: Similar advice to Experience section (Description, Skills, Media). If are a college student with an excellent, distinguished high school record, I would include it. If not, I wouldn't. Once you graduate from college, I might keep it until I got my first job, then I would drop it.
• (16) Courses & Projects: I would avoid these. I think it's too much. Include anything noteworthy in education. I wouldn't say the same for Licenses and Certifications - I would add them.
• (17) Volunteering & Organizations: This is personal choice. I think this is a great section(s) for college students and recent graduates (as well as for professionals). Treat it like you did/would treat Experience section. I need to update mine. If you became a member of an organization or served as an officer, I would add it to Organizations. If not, I would add to Volunteering.
• (18) Honors & Awards: I would add these as a college student and/or add them into your Education. It depends on how much content you have.
• (19) Groups: I would join some groups of interest (professionally). Interests are up to you, not a bad thing.
• (20) Recommendations: I think I saved the best (one of the most important things) for last. I would proactively ask people who like you for recommendations. Here's an article on how to do it - read more. You can include these quotes in cover letters and in interviews. "What would people say about you?" You actually know!

2. Build your network

[These were accurate as of the 2022 update.] The second thing LinkedIn does is allow professionals to connect and communicate. Whereas the first reason (76% agree) people find value in LinkedIn is researching people and companies, the second (72%) is connecting with past business colleagues - people can't keep up with what is going on with everyone. Connecting with influencers or customers directly are two other popular reasons.

LinkedIn allows you to ask others to connect with them, and they have to approve (similar to Facebook). If they do, then they are a connection (versus Facebook friend). The average CEO has, they say, 930 connections. Reasonably current statistics break down this way: 28% have less than 300; 15% have between 301 and 500; 27% have between 501 and 999; 17% have 1,001 to 2,999; 10% have 3,001 to 10,000; and 1% have 10,000 or more. LinkedIn also has a nice email platform, which I often use when I don't remember or know a person's email. (Statista on 1st degree connections.)

I recommend the following seven things for people (college students) starting out on LinkedIn:

• (1) Profile: Make sure your profile looks good and is filled out (see Profile Advice) - do not start connecting early with weak content and no picture (bad way to make a first impression);
• (2) Personal Notes: Use personal notes when you connect with anyone, particularly in the beginning (LinkedIn gives you this option, take it and personalize the note with something like "I enjoy(ed) your [fill in blank here] class and am working to develop my professional network. I would love to connect with you");
• (3) Connect with me (David Zak) (my network will expand your 3rd degree network immediately);
• (4) Search: Search for professors, coaches, other business people you know and who know (and like) you;
• (5) Mining: Do connection mining, looking for 2nd degree connections (to you) within the network of your connections (people are more likely to connect with people who are connected to their network in some way);
• (6) Targeting: Reach out to desired profession (if you are interested in accounting, reach out to Tiffin/Toledo area and hometown area accountants...always with a personal note);
• (7) People Near Me: If at a conference or some large-scale event, try using “people near me” feature of mobile app.

3. Engage

The third key area that LinkedIn does is sharing and selling. LinkedIn is a freemium business model - meaning it doesn't cost anything to engage for most functions (and I don't pay myself). 65% of LinkedIn's revenue comes from talent solutions (recruiters), and there are 20 million (11 million in 2022, 3 million in September 2017) active job postings currently. Another 18% comes from marketing campaigns (sponsored content, InMails, etc.) Other revenue comes through premium memberships, LinkedIn Learning, etc. The good news (again) is you don't need to pay to play.

So, there are four ways to share:

• (1) Profile Update: Update your profile (most get a weekly update email on any changes to the profiles of people in their network), including possible uploading of media (see Profile Advice);
• (2) Status Updates: Post a status update, which is very similar to a Facebook post or Tweet - this is a very effective strategy if you keep it professional and have something new or relevant to say; otherwise engaging on other people's content (likes, comments) is the next best avenue and the one I would recommend to most college students. FYI, recently, the community (generally) came down hard on anyone advocating for their candidate (saying things like "This is not Facebook" and threatening disconnection).
• Recently (as of 2023 update), LinkedIn changed their algorithms. Here is a good recent article on the topic (read here).
• (3) Article: Write an article (which this is), as LinkedIn has a blog platform which allows people to share more in-depth perspectives, opinions, and expertise on subjects of interest to their network and the larger community; and
• (4) Corporate Pages: Corporate pages (like Facebook), allow people to work on their corporate brand and communicate that way. Groups is another place to share comments or opinions. A note on updating your profile – turn it off in the beginning when you are still working on it.

[Note: I did not update this from 2022, as I can't quickly find newer data.] Some noteworthy content statistics are the following: there are 9 billion content impressions every week (468 billion a year); only 3 million users share content weekly; a recent survey of marketing executives revealed that 91% of them thought LinkedIn was a good place to find relevant, high-quality content, 29% said Twitter and 27% said Facebook. Only 1 million users have posted on Linkedin (less than 0.25). 45% of LinkedIn article readers are in upper-level positions.

I hope this is helpful to the students and anyone else. If anyone has questions or wants me to do a review of their profile and provide advice, I'm happy to do that. Best of success!