What is important in relation to LinkedIn? Where in a company should LinkedIn be implemented? And why can we no longer ignore it? In this article, we guide you through LinkedIn- even though you might not be the CEO. 😉
Why should you have an opinion of LinkedIn?
In a relatively short amount of time, LinkedIn has gone from primarily being an online CV database to being an important fixture in sales, including recruiting, establishing thought leadership, and meeting preparation. Over 1.6 million Danes are on LinkedIn, and they use it. And they’re on LinkedIn at the strangest of times (weekend, evenings etc.) – and I’m sorry to say, but they’re not on your company’s website enough. So, it’s all about being where the clients are. It’s about having a professional opinion and stance to a media that most people in the industry are already using.
Where in a company should LinkedIn be incorporated?
With LinkedIn’s development comes new opportunities and products. Thus LinkedIn has become a media that can be used to advantage across an entire company. Here are a few examples:
- Marketing: LinkedIn is now the number 1 platform for working with content marketing and thought leadership on the B2B market, as the media (used correctly) is fantastic for creating awareness as well as lead-generation.
- Sales: If Sales isn’t already using LinkedIn, then they should…With the platform, it has become easier to discover potential leads as well as the appropriate decision makers. We mustn’t forget the opportunities for categorizing personal networks, which gives an impetus to nursing both existing and potential clients.
- HR department: There is a wealth of opportunity both for searching for potential candidates on LinkedIn as well as ensuring visibility for a targeted group- including passive job searchers.
Should employees actively participate in the presence on LinkedIn?
Short answer- yes. As a starting point, it’s difficult to create good results on LinkedIn alone. It requires support, spread and a combined effort in relation to finding and creating content. However, it is also of significant importance to pay attention to colleagues’ profiles. For example, I often note that employees have not updated their LinkedIn profiles, so that they state that they work elsewhere. This is a bit unfortunate if a potential client is checking the profile of the person in question prior to a meeting on future collaboration.
What about yourself?
The first step is an update of your personal profile. Ensure that it radiates a professional impression, as you can be certain it will receive many visits. Test it yourself by going into the function, “Who’s viewed your profile“. Humans are generally curious by nature, so many visitors on LinkedIn will be individuals rather than companies. Accordingly, you should make sure that your profile (and those of your employees) is optimized for search engines using the key words that are important for you
Be a pioneer Be at the forefront – Show how it should be done. If you participate actively on LinkedIn, you can inspire your colleagues to do the same. Be part of spreading the company’s news, expanding your network and identifying new leads on LinkedIn. And if you are accustomed to writing, why not make use of the LinkedIn Publisher function, where you can post long-form posts on LinkedIn and be part of creating thought leadership and a voice in the debate.
Keep yourself updated Demonstrate that you are interested and want to be kept up to date! By connecting with your clients as well as following their companies on LinkedIn, you are not only showing your interest in them, but also that you are following the developments in their companies. You can also follow competitors and partners, and consider following some of LinkedIn’s Influencers such as Jack Welsh and Richard Branson to keep yourself in the thick of things.
Know the settings Many are still unclear on all the things they can control and manage themselves on LinkedIn. You can decide, for example, whether your network should receive notifications when you update your profile, whether can people can perform searches in your network, whether people can see when you have looked at their profile, and who can connect with you on LinkedIn. So spend that 5-10 minutes going through your own settings – and consider whether your company should have a say in the employees’ settings if LinkedIn is made use of on a daily basis in the office.