LinkedIn - Friend or Foe?

Are you using LinkedIn effectively?

It's hard to know, if you don't know what you don't know... you know?!

A good friend of mine is currently trying to launch a new business. They are transitioning from a career in teaching into something more training/coaching focused, and it's a brand new thing for them. In order to attract customers, they need to do some personal marketing, but having spent their entire career in a classroom (or any job where you're not sitting on a laptop all day), it's hard to know where to start.

I know that a lot of people, who only use LinkedIn occasionally, find it all a bit much. Constant badgering from people trying to sell you offshore services; boring content about tech conferences; annoying recruiters trying to make you quit your job (sorry not sorry), but it really is more than that. (Honest...!)

LinkedIn was designed to be a networking tool. It offers everyone the opportunity to find like-minded or like-skilled people, i.e. your work tribe. It's always helpful to hear from people who do what you do, or what you would like to do - for guidance, tips, or just to have a whinge about an annoying client.

Reach out to people!

Develop your network!

Build your tribe!

With regard to your profile, remember - this is your shop window. You wouldn't buy something from a store that was dusty, empty and uninviting, so ensure your profile looks well-cared for. If you're not sure what to do, ask a friend who does. Or if you can't find one of those in real life... YouTube! There are literally millions of 'experts' on there giving all sorts of LinkedIn advice (okay, a lot of them are not experts at all, but you should at least be able to find some tips on enhancing your page. And maybe how to take a decent picture that doesn't make you look like a serial killer.)

Just be clear and honest. Try to add a bit of personality if you can (not too much); a bit of detail about what you do (not too much) and get searching for your people (as many as you like).

If you're job hunting, applying on LinkedIn can be a black hole - especially if you want the kind of role that is likely to have thousands of applicants. It's extremely hard to stand out in a pool that big, so if you're not having much luck, you need to start thinking like a recruiter:

1. Make a list of companies you like the look of, especially if it seems like they're hiring.
2. Use LinkedIn to find out who the leadership people are (look for directors).
3. Drop them a connection request with a message or, even better, an InMail (you can get a LinkedIn Premium license for ￡25ish a month) and tell them about yourself. Why are you great? What can you bring to the company? Send your CV to them directly and try to set up a call or a meeting with them.

It might not always work, but if you approach your job search like a recruiter does, at least you know you're getting your profile in front of the right people. (It's all about finding those decision makers!)

All of you who are trying to set up a new business, or navigating LinkedIn as a newbie or who have suddenly found yourself job searching in a tough market, this is your platform so make the most of it!

Tools are only useful if you get them out of the shed.