You Need a LinkedIn Strategy
Simple, because as the largest professional network on the Internet you will find anyone who matters to your business on there — from customers to prospects, from business partners to employees. The network adds two new members every second and is home to more than 250 million members worldwide. LinkedIn has become the place for professionals to gather. And, when you have so many interconnected entities gathering in one place, you need to have a plan.
LinkedIn Has Gone Beyond the Job Search
Your employees? They’re all over LinkedIn. From sales reps to the people in the back office. Most are on it weekly, many are on it a few times each day. They check it on their smartphones during breakfast and on their laptops during conference calls.
Sure, some employees will be job-hunting, yet the majority are using LinkedIn in many other ways. Ways that could benefit your business. They’re getting management advice from business thought leaders. They’re keeping up with industry trends. They’re searching for prospects. They’re building relationships with business professionals who will: buy from you, sell to you,or work for you. LinkedIn is bigger than the recruiting department. It touches all aspects of your business.
The People You Want to Connect with are on LinkedIn
People don’t buy from brands. They buy from people. When a client or prospect searches for people they’ve met, their LinkedIn profiles are likely to come up first. Employees use LinkedIn to represent both themselves and indirectly your company too. From a brand perspective, those profiles should be compelling. Ask your employees and most will reply, “I should do more with LinkedIn.” Yet, most of them are doing it poorly. Their photos aren’t professional looking, their profiles undersell their experience, and their networks are not relevant. These are the people who help create your brand, and they are often part of the first impression others will form of your business.
Help Yourself and Your Employees
There isn’t a simple solution to this issue. Each person’s use of LinkedIn depends on his or her role, as well as the industry, your company go-to-market strategy, and your overall company branding and messaging. For your company to get value from LinkedIn you will need to know what you want to accomplish, how your organization will get there, and how you will measure success. In other words, you’ll need a strategy.
Like all marketing programs (and make no mistake about it, this is also a marketing program) you have to set a strategy, then work toward implementation in a clear and deliberate way. Start small, focus on bang-for-the-buck; create a consistent brand message about your organization then ask your staff to use it in their profile. Develop a company page, so that when other people run across your employees the company information is clickable and exactly how you want it. Encourage your teams to build relevant industry contacts and ensure they are connected to one another right away. These are all solid building blocks.
Also, allow time for exploration and investigation. That time your staff is using to learn a leadership skill will manifest itself positively if you let it. The industry contacts that are cultivated from posting to related groups and interacting with regularity will have long-term value. Even the job hunting activities are beneficial in some ways, as keeping employees happy is often a matter of having a realistic perspective on market conditions.
Regardless of what you do, or how you prioritize it, give LinkedIn the respect it deserves. Craft a strategy then set about making it happen.