In the last few years, we’ve noticed a significant increase of executives and leaders requesting our assistance with LinkedIn – from polishing up their presence on the platform to developing content for them to help engage with their connections and followers more deeply.
LinkedIn, like all social media platforms, is constantly evolving, and we often find ourselves responding to questions like, “How do I make sure I’m getting a return on my investment of time and energies to this platform?” or, “I’m a busy leader and I don’t have spare time to devote to a social media site that’s for job searching, how will I know if it’s worth it?”
While LinkedIn is well-known for being a platform that helps job seekers, the site’s vision is to broadly “create economic opportunity for every member of the global workforce.” It’s where professionals go to network and discuss new ideas, trends, and celebrate successes. The ROI of leaders engaging in the platform is in the visibility – fueling growth (prospect and partner recognition), attracting talent, customer engagement and retention. “Economic opportunity” comes in many forms depending on your role and goals.
The strategic, big-picture business conversations taking place on LinkedIn today are opportunities for growth. By neglecting to participate in these industry-leading conversations, executives could miss out on big opportunities. And this isn’t just B2C executives – B2B decision-makers and leaders are using LinkedIn to research and make buying decisions just as often.
Attracting and retaining premium talent starts at the C‑level these days. Today’s talent is looking for leaders whose values, perspectives and approaches they align with, and business leaders have myriad opportunities to share their passions on LinkedIn. Recognizing team members and employees on the platform can go a long way for morale boosting and overall retention, too – LinkedIn can be just as much a talent retention tool as it can be a talent acquisition tool.
Customer Engagement & Retention
Today’s customers are looking for visibility from the leaders of the brands they buy, and the ones they may buy. When your team’s executives and leaders are visibly engaged on LinkedIn, it helps forge relationships, increase trust, and nurture a positive reputation.
If you’re looking to dip your toes in the LinkedIn waters and don’t know where to start, here are a few simple suggestions:
1. Clean up your profile: Make your headline work for you. If you’re building a team, state that. If you’re seeking partners, mention that. Use your “About” section to share more about what you do, who you are, how you can help others, and what you might be looking for. This section doesn’t have to read like a cover letter, it can be a sales pitch, an ad for why others should join your company, or anything else you need it to be!
Make sure you’re following relevant professional groups, that you’re connected with former and current colleagues, and that you list out enough details in your resume section that people can get a quick understanding of your experience.
If you want help with your profile, or think you need a complete overhaul, give us a shout – we’re always happy to conduct an audit from a third-party perspective.
2. Try out a few kinds of posts: If you’re looking to share thought leadership in your industry, try a few different approaches and see what sticks. Re-share an article that resonates with you and expand on some of the points, or draft a mini blog post (a paragraph or two) on a topic that you’re passionate or curious about. Images often perform well on LinkedIn, so try sharing a picture of a team you’re proud of, or a partner you are pleased to work with. Experimenting a bit will help you discover what your followers and network are most interested in seeing.
3. Engage with others: Like any kind of social media channel, remember it’s not a megaphone – you can’t blast your content out and expect everyone to pay attention, you should interact with others as well. Spend a few minutes scrolling your feed every few days, and comment on the posts that interest you. If someone shares thoughts you agree with, expand on them in the comments. If someone has taken the time to create a neat graphic or article that resonates, share it on your own feed (with attribution, of course) and explain what you like about it.
Customers, partners, employees, and prospects all want to see brand executives as thought leaders and experts in their field. Opportunities are being discussed, talent is evaluating potential employers (and vice versa), and customers want to know more about the leaders of the brands they invest in. Maybe you can’t put a price on that involvement, but when your competitors’ leaders are engaging in these conversations, can you afford not to participate?