Avoiding LinkedIn could damage your business

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Image of someone using LinkedIn app on a smartphone

Some directors avoid updating their LinkedIn like the plague. But it is a vital tool for recruitment, marketing and finding customers and suppliers, writes social selling specialist Nevil Tynemouth 

Directors tend to exhibit a range of emotions about LinkedIn, everything from elation to disgust. But it should be a lot closer to the former than the latter.

Imagine your potential customers, suppliers and recruits are all looking at you on LinkedIn (they are, I assure you). What do they see and does it show you in a great light?

One director of a UK-wide organisation recently told me she “hates LinkedIn”. Two minutes later she said her organisation often struggled to find new recruits. Not surprisingly, her “hatred” of LinkedIn was clear for all to see in the quality of her profile.

But we know that potential employees – good ones, anyway – will do detailed research on an employer and LinkedIn is a great source of information. This particular organisation wasn’t showing its best face to candidates – or the rest of the world – and as a result it was struggling to attract the best talent.

How do you avoid the mistakes this director was making?

  • Have a good-quality, up-to-date business photograph on your profile. It’s the number-one thing that anyone landing on your profile looks at.
  • In your professional description (to the right of your photo and below your name), don’t simply list your job title, tell us what you actually do. For example rather than MD at XX Aerospace Ltd, how about MD, providing customers with a trusted partner in manufacturing specialist aerospace fasteners. This tells everyone more about what you do and helps more people find you on LinkedIn – and great things happen when people, especially potential customers, can find you.
  • Fully update all sections on your profile, giving specific, relevant and current information so that everyone – customers, suppliers, new recruits – gets a clear picture of your business and you personally.

What is your LinkedIn strategy?

How does your overall LinkedIn strategy tie in with other forms of PR and marketing? Once you have absolute clarity on this, make sure your senior team all understand their roles and that the whole organisation is supporting this strategy.

You should know what you want to use LinkedIn for. For example, is it finding customers and suppliers or recruitment and marketing?

It is surprising how many senior teams haven’t taken the time to plan this and end up with profiles that send out, at best, mixed messages; at worst, damaging information and ideas.

Creating a consistent message across everyone in your organisation on LinkedIn and keeping everyone’s profile up to date, relevant and impactful is critical to using this highly effective business tool.

Following these simple ideas should leave you feeling much more positive about your personal and business impact.

About the author

Nevil Tynemouth is an author, international speaker, coach and workshop facilitator

@NevNRT

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About author

Nevil Tynemouth

Nevil Tynemouth

Nevil Tynemouth is an author, speaker and coach and the founding director of New Results Training.

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