Who is Your Target on LinkedIn?

LinkedIn is about YOU.

But it's not about YOURSELF.

David, a litigation attorney, discussed his approach to LinkedIn with me. “When I find out who my opposing counsel is, I look them up on LinkedIn. I like to see who else I might know at that same firm. I also check who our mutual acquaintances are. Plus, I want to know where they went to law school. That’s how I use LinkedIn.”

“David, that’s an excellent use of LinkedIn: to conduct research on your opposing counsel,” I replied. “Tell me, do you think opposing counsel is looking at your profile the same way?”

There was an awkward silence.

Then David spoke, “I never thought about it like that. You’re right. Thank you.”

LinkedIn is about YOU.

But it’s not about yourself.

It’s about the YOU on the other side of the computer screen who is looking at your profile.

Your target is the YOU who has set certain criteria to search for a professional to help them solve a problem and who may not know your name.

It is also the YOU who already does know your name.

For David, it’s about opposing counsel.

For yourself, the YOU of your target might be someone different.

Consider these possibilities regarding WHO and WHY a YOU may be looking at your profile:

• Potential client
• Lapsed client
• Referral source

They probably want to verify whether you provide the service needed by themselves or someone they know.

What about these people?

• Conference organizer wants a panelist
• Co-panelist invites you to repeat the session elsewhere
• Podcast host seeks guests
• Reporter needs a source for comment for a news story
• Editor looks for an article for an industry publication

These folks will proffer interesting opportunities for you to expound on an important issue and promote your company.

Are you interested in serving on a board? Are you recruiting talent for your business?

• Startup founder needs a board advisor
• Nonprofit executive looks for a board member
• Potential employee wants to join your company
• MBA student seeks a summer associate position

These individuals may not be a priority, but there’s no harm in talking with them.

The following people, who already know you, are also searching for you on LinkedIn. You will have to ask them what they have in mind:

• Classmate from your college
• Colleague who serves with you on an association's committee
• Executive recruiter
• General networking contact
• Government administrator
• Vendor

Choose one (or more) from among these 18 categories and write their role(s) down.

Now, read the headline of your LinkedIn profile aloud.

Are its 220 characters speaking to the selected YOU on the other side of the computer screen?

Edit accordingly.

This Month's Tip

Why is your LinkedIn Headline so important? People look at your headline for 18% of the time they spend on your profile.

That statistic is misleading.

Your headline (or its first 60 characters) is displayed with your photo wherever you are present on LinkedIn: invitations to connect, posts and articles, even comments! Review your headline in these places to ensure it speaks to the YOU that you have chosen as your target.

Contact

Let’s see how your headline aligns with the needs and pain points of the YOU(s) of greatest interest. Contact me at [email protected], book an appointment here or call me at 212.677.5770. Together, we'll read aloud your headline in this light to ensure it resonates with the appropriate YOU, whether they deploy certain criteria or your name to find your profile.

NEXT NEWSLETTER: What about your About section? People spend 52% of their time reading this narrative, which can have 2,600 characters. Stay tuned for a review of that section of your profile.