What Works, What Doesn’t
By Lisa Apolinski
Here’s a surprising statistic from Kinsta: LinkedIn has over 575 million users, and nearly half of those are active every month (meaning they post, comment, or like on the platform). If that isn’t impressive enough, LinkedIn has its sights on further investments into Latin America. What makes LinkedIn even more powerful is that users update their bios regularly, so the connections you are potentially requesting are in the roles they have listed on their bios.
LinkedIn is a digital goldmine, especially now in the post-COVID digital paradigm. Users post on career engagement, network with others in their industry, and share expertise and advice. Unfortunately, less professional engagement can and does happen on LinkedIn. Understanding what works in the world of LinkedIn for networking, and what hinders, can help remove obstacles for engagement. Here are the five biggest blunders that can hurt credibility and, potentially, career advancement.
“What makes LinkedIn even more powerful is that users update their bios regularly, so the connections you are potentially requesting are in the roles they have listed on their bios.”
Blunder #1: Being vague about why a connection is requested. Some people believe more connections are better. However, some connection requests come with a note that does not share why the sender wants to network. If there is not a clear reasoning for the network connection, many of these requests appear to not help or enhance the receiver’s network. A connection request with a note can help put the connection request into context for the receiver.
Try Instead: Clearly state why a request has been sent and how the connection benefits both parties. To get a connection request accepted, think about why you are requesting the connection.
Blunder #2: Focusing on selling versus connecting. Many LinkedIn users complain about this practice, and it seems to have become more common. After a connection has been accepted, the next message is a long selling pitch. What is even more surprising is the immediate request for a call or virtual demo. This is a request of someone’s time without taking time to connect first. A focus on selling will not help with lead generation or brand reputation. This type of communication does little for the recipient.
Try Instead: Thank the person for the connection and share something that might benefit the new connection, such as a video or article. Sharing knowledge can go a long way.
Blunder #3: Not investing in a current professional photo. One of the first digital impressions from a LinkedIn profile is the user photo. Using a photo that is casual, old, or provocative is missing a great opportunity to showcase a level of professionalism. A photo is a visual precursor to a job interview or lecturer. Investment in a professional photo is also a wise one as it can be used in a variety of digital ways. By keeping the photo current, network members are also easy to identify in other settings (remember those trade shows?).
Try Instead: Even a quick shot with your mobile can work. Use direct lighting, and natural light is best (morning or late afternoon). Capture yourself from the shoulders up and minimize distractions in the background.
Blunder #4: Posting on politics. While most people have an opinion on the current political climate, sharing political viewpoints may not be the best decision. Posts and articles on LinkedIn should highlight expertise, provide knowledge and leadership within an industry, and share resources that can help networks. Political postings do not fall into these three categories. These may also be offputting or polarizing to current and future networks.
Try Instead: If you wish to share political viewpoints, consider posting to another social-media channel. Keep your LinkedIn channel focused on how you can provide professional leadership and insight.
Blunder #5: The social channel is LinkedIn, not Love Connection. With so many other dating apps and websites available to find a soul mate, LinkedIn is not the place to request a connection with the purpose of asking someone out. Not only is this request unprofessional, it can easily come across as creepy, especially to women. LinkedIn users are using the platform for career and networking and expect others to do the same.
Try Instead: Use LinkedIn for its primary purpose, namely professional networking, and save the search for love to those websites or apps specifically created for that reason.
LinkedIn offers amazing potential to connect with experts, learn about new trends in your industry, and discover new career paths and positions as you explore options. LinkedIn can work well for digital connection and professional networking, especially if these blunders are avoided.
These small modifications can unlock new networking opportunities and strong professional engagement now as well as in the future, and help establish your credibility within both your industry and your organization. By avoiding these five missteps, you will be able to more easily harness the power of LinkedIn in your professional practice and take your career to new heights.
Lisa Apolinski is an international speaker, digital strategist, author, and founder of 3 Dog Write. Her latest book, Persuade With A Digital Content Story, is available on Amazon. She works with companies to develop and share their message using digital assets; www.3dogwrite.com