Page 38 - BusinessWest April 28, 2021

What Works, What Doesn’t
Avoid The Five Biggest LinkedIn Blunders
HBy Lisa Apolinski
ere’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 impres- sive 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 network- ing, and what hinders, can help remove obstacles for engagement. Here are the five biggest blun- ders that can hurt credibility and, potentially, career advancement.
Blunder #1: Being vague about why a con- nection is requested. Some people believe more connections are better. However, some connec- tion 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 connec-
tion, 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 connec-
tion request accepted, think about why you are requesting the connection.
Blunder #2: Focusing
on selling versus connect-
ing. Many LinkedIn users
complain about this prac-
tice, 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 imme- diate 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 connec- tion and share something that might benefit the new connection, such as a video or article. Shar-
ing knowledge can go a long way.
Blunder #3: Not investing in a current profes- sional photo. One of the first digital impressions from a LinkedIn profile is the user photo. Using a
“
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.”
photo that is casual, old, or provocative is miss- ing 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?).
What makes LinkedIn even more
Try Instead: Even a quick shot
LinkedIn
Continued on page 57
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