This week I've been present at three events where Personal Branding and LinkedIn have been the protagonists.
- The personal branding course in Ferrovial, with a six-year journey. There the attendees valued the importance of this network for active professionals.
- In Vassis Conseil I had a chance to have a talk about Personal Branding and LinkedIn for professionals hungry for change. In fact, I owe it to Marion Suffert the questions posed in the article.
- And at a session in Barcelona to IESE Alumni Career Services I gave a workshop on personal branding and value proposition LinkedIn was very present as a networking element.
I don't remember making a post to an online platform. The time has come to do so, and start with the queen of online networking: LinkedIn. If you have little time, here's a one-minute summary:
The Three Stages of Life LinkedIn
2003-2007: Virality phase.
Founded in December 2002 by Reid Hoffman, Allen Blue, Konstantin Guericke, Eric Ly and Jean-Luc Vaillant,was launched in May 2003 in the US, and the US and the US have been USA. These years LinkedIn grew from 500.000 on 2003 to 13 million users on 2007. Like all startups, growth is essential and the challenge is obvious: grow or die.
Here I want to emphasize that LinkedIn was created as a flattering network of contacts and to project and develop our personal brand. At first many thought it was a place to hang the CV. That could be a medium, but not the end.
2008-2011: Systematic growth phase.
LinkedIn began to invest more in growth. The company created a team that multiplied the number of x10 users, Happening of 14 millions to 140 millions. The company identified its main growth channels by studying user experience and how users found the website. Virtuality and search engine optimization were key to LinkedIn. In 2008, we were able to profile the citizens of outside the US and its USA, which contributed to growth in an obvious way.
2011-2019. Big data phase + Microsoft
Data use to increase growth rate is improved, creating a CRM that improved customer experience beyond income In the net. Added acquisition metrics, Activation, Connections, retention. Improved measurement led to the creation of Sales Navigator, the largest known business networking tool. The entry into China was a breakthrough (20% of the world population), and also Microsoft's purchase June 2016 by 26.200 millions of dollars. Russia banned 2016 access to this network.
The three keys to a good profile
A full profile (Stellar) means an improvement in personal brand projection and one of the keys to the increase in commercial potential in the network. To this end, should be considered:
- Updated photograph. Some sources claim that visits multiply x14.
- Professional title beyond the business card. Ideally with a summary value proposition.
- Sector activity (x15).
- Extract, not repetition of the experience, but a detailed description of the value proposition, achievements, competencies and a more personal part including values, purpose and passions.
- Detailed description of the experience, differentiating the stages within the same company, and defining job description and achievements in the period (keywords).
- Include training accomplished and detailed implies 10 times more visits.
- Include Skills (skills). A profile with them achieves 13 times more visits.
- Volunteering: are considered as an essential part of the curriculum.
- groups professionals: Join and participate in groups (x5).
- Create profiles in other languages helps build international relations.
- Request and write recommendations (Sincere) is a symbol of recognition.
- Having a minimum contacts value for a more dynamic timeline.
Going from "being" to "being"
Think of LinkedIn as a sports or business club. Membership is of little use. Going and socializing has a prize. LinkedIn favors those profiles that are active, that generate and share valuable information and that connect. The keys here are:
- Curing content: share valuable content from our industry with a personal brand "plus", as a comment, a review…
- Create content: LinkedIn has its own blog, Press, that drives engagement. It makes sense that LinkedIn would prefer you to stick to "Link in" and not "Link out".
- Comment on content: it's not just about branding, but commenting and sharing other people's content. It's what we call engagement.
- Share insights: you don't always have to share links or blog posts, sometimes a simple insight can be generator of good communication threads.
- Follow and interact with companies it's a knowledge accelerator
- Live broadcasts providing tips and solutions to problems are the ultimate exponent of online engagement
- Use the metasearch engine it is vital to find not only people but also high-value content, Business…
- Companies can hire LinkedIn Elevate, a program of automatic content that is turned into an easy-to-use app
Connect, connect, connect
Let's not forget that the origin and ultimate goal of LinkedIn is to promote qualitative networking. In fact, more than half of our ability to sell (social selling) in this network comes from proper contact management. The keys there are:
- The Social Selling Index tells us our current ability to build relationships that end up in business. It's a Microsoft-powered gamification exercise with an idea: the more and better you use this network, more and better deals you can do.
- We mustnot accept everyone: incomplete or potentially profiles spammers should be discarded
- LinkedIn promotes networking suggesting contacts through your CRM. This tool should be taken advantage of.
- It is possible to see who has visited our profile. You can usually see people, in case of premium profile is unlimited.
- It's not all contacts, as well we can "follow" whoever we want and keep up with their contents.
- The KPI's that generates each publication provide valuable data that needs to be taken into account: companies that read it, charges that read it, major cities, people (with mombre and surnames) they share.
- The engagement with someone unknown helps generate proximity and connections.
- A contact can pass to the customer if commercial aggressiveness is measured well and value is generated on an ongoing basis.
- Devirtualizing contact multiplies the possibilities of closing a business.
Three tricks you need to know to use LinkedIn well
The rule of the 1.000 true fans.
That rule explained it. Kevin Kelly, (Wired) And expanded it Carlos Rebate in his book Influencers (Empresa Activa, 2017). It's about achieving 1.000 true fans, willing to share and comment on content (recommendations or likes are not useful), and willing to buy our products or services, books, white papers, online courses etc. The key on LinkedIn is not quantitative, it's qualitative. When sharing valuable content, it is easy to identify our 1.000 real fans do you know yours?
Sell on LinkedIn
It's very difficult to sell on LinkedLn with a strategy "pushConventional ". Attraction marketing, through content, generates the breeding ground for a high-value networking that ends up for sale. If a manager of an organization shares content our, it's easy for two things to happen: 1. A connection is generated 2. After a while a proposal for collaboration can be put forward, Services...
Incorporate it as a daily routine
It's not about going in from time to time to see what's. LinkedIn is a great place to find valuable content, to interact with professional groups, to share, Interact, hire and connect. The ideal is to be consistent and turn it into a habit.
How to take advantage of publications?
First we need to know what information our potential stakeholders are looking for. There are a multitude of tools to do so. There's a great: www.answerthepublic.com With that we know what material is worth curing or creating to share it later.
Then it's worth working thoroughly with keyword strategies and attractive titles. For example: "The theory of 1.000 Real Fan" works, but lacks claw. Instead, would work better "10 keys to sell on LinkedIn based on your 1.000 real fans". As for keywords, we're used to being excessively sparse about the information we provide in the extract section, experience in companies, volunteer. And in each of those sections we can generate a narrative rich in keywords that would lead to a better "finding" towards our profiles.
As well, conveniently tag people who appear by allusion in our comments multiplies the dissemination of our content in an obvious way.
One thing we use little is the Native video, that is, uploading a video file instead of a link to YouTube achieves LinkedIn favoritism, because the audience can enjoy viewing without leaving the network.
And speaking of video. the live streams, well-planned and with an established periodicity, are unbeatable. A good content calendar is needed, experience on a camera live and know how to manage comments while you're talking.
Another support awarded by LinkedIn is Press, the network's own internal blog. If we compare the engagement that generates an article published on Pulse or another that links to an external site, the difference is x10. That's because LinkedIn favors content that can be read without leaving your network.
Should it be premium?
Depends on your position, sector and business model. I am obliged to be so because of my status as a personal branding consultant. But it's worth thinking about, the benefits are very potent for a not excessively high fee.
The main benefits linkedIn Premium, for me:
- Access to LinkedIn Learning: One of the largest knowledge platforms on any topic.
- Inmail messages: being able to communicate with anyone on the network, no matter your ratio of degrees is separated. In some cases it's very useful, especially in level contacts 3.
- History of who saw my profile: It is usually limited to 5 screenings. In premium, it's unlimited, which allows you to analyze what kind of audience you're capturing and whether it's in line with your professional strategy.
- Remove the search limit you can do. The main limitation on non-premium accounts is what LinkedIn calls the 'trade limit'. This is a limit to the number of searches you can do each month.
- You can generate, if you think it's convenient, a "open profile"and allow everyone the world to send you a message.
- Detailed job information, companies and managers. An essential feature for HR professionals.
How would you recommend looking for a job if LinkedIn didn't exist?
Pareto's principle of the employment of the 80/20
Applying the Pareto Principle from 80/20, we know that only one 20% of the offers of work; And that's where they fight 80% of the candidates: it's a dead end.
Instead, yes, 80% job offers are resolved in the same organization looking for candidates through referrals, Known, mouth, ear.
I think it's essential have the company contacts that can know free applications and thus access priority to the offer. For that you need to leave an excellent personal brand, that collects the achievements and recognitions of colleagues and clients.
Also a digital presence out of doubt, that when they search our name they don't find anything that can slow down a decision and find valuable content, from a blog to articles in the sectoral press.
Devote minimal 8 daily hours to look for work it's a critical aspect, and that includes training in supplementary activities, Languages, digital skills…
In summary, three big stocks: properly manage your personal brand, and skip the rules of the game and spend eight hours a day, As minimum, to that work.
What's wrong with the person looking for a job in their relationship with LinkedIn?
Attitude to recruiters
Normally falls into the mistake of thinking that recruiters are there waiting to receive our CV. And the curriculum is LinkedIn's own profile, of should be 100% Honest, and an activity of generating value content and engagement out of doubt. Worthless there's no mark to leave, And if there is, is negative, or worse, Indifferent.
In active search: the way to get them to pass on from you actively
A common mistake is to put as professional title "active search". If the average reading time of a resume is 15 seconds, linked to reading the professional title and the first lines of the extract.
If I'm looking for a salesperson who specializes in the online channel, I won't find you by "active search" and I'll pass by. Professional title is not current status, let's have that very much in mind. Recruiters aren't fools, and they know when a person is open to job offers: first because there is no "current company" and second ly for enactivating the job search option: settings and privacy > Privacy > Job search preferences.
I remember LinkedIn was not conceived as a place to find work, but to generate relationships. Creating value is the beginning of attraction marketing. Don't chase the recruiter, creates courage for it to look at you, comments their articles, become a person in your environment.
How LinkedIn has changed the job market?
It's my favorite question.. LinkedIn is a personal branding provocative agent. I explain. The profiles that appeal to us are those that meet the requirements that we have dealt with above. And that's nothing more than having consciously managed our personal brand: that's what we call personal branding.
We need to get to know each other (brand diagnostics) to find out what brand we leave in others. Need develop a strategy (objectives, purpose, value proposition and business model) to know where we're going and what we want to achieve. And we need put in value that value proposition to make us known using personal marketing tools, be recognized through our achievements and valuable content, be memorable thanks to our values. All of this contributes to us being elected, which is the end of a personal brand management process.
What is the future of LinkedIn?
Microsoft is a dynamic company, and I'm sure he'll continue to bet heavily on his professional network. I think the progress I would like to see has already started with LinkedIn Learning, a knowledge platform that will make some universities tremble, but that will also be a great opportunity for creators of valuable content.
Futurologists have predicted improvements in several fields, and in my humble opinion, I 'm 100% agree:
- Improved local searches
- Analysis of profiles using AI
- Improving the sense of community, humanizing ways to connect
- Continuous focus on creating content that brings value
- Prioritize more authentic and humanized branding (videos, Originality...)
- Empowering live streams
- Affordable coaching services
- The end of email
- Increased focus on sharing results and team successes
- Eliminate spam
- Improving the experience with hashtags
- One-way video preview for job seekers
Find out more about LinkedIn
I can help you work your value proposition. Very soon you will see in this same blog a specific service.
LinkedIn experts - at my discretion- They're here. I recommend following them closely. In alphabetical order:
- Pedro Vicente, author of the book "Squeezing LinkedIn" and his blog with the same name.
- David Diaz Robisco, consultant, trainer and author of numerous articles on his website informacionparalaaccion.com
- David Guzman, consultant and trainer specializing in strategy at LinkedIn, author blog of his name.
- Celia Hil, trainer specializing in employment and personal branding, author of her own blog
- Sandra Long, author of the book LinkedIn for Personal Branding and your site postroadconsulting.com
- Alex Lopez, specialized in social selling and Linkedin for business, author of the book Digital customer, digital seller and of your own blog.
- Inge Sáez, consultant, trainer and author of numerous online courses of LinlkedIn and her own blog.
- Alfredo Vela, social media manager, consultant, Lecturer, author of the blog Tics and Training.
- Noemí Vico & Diaz-Aroca emerald, authors of the A guide to creating a perfect LinkedIn profile de IMF Business School.
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