LESSON 7: LINKEDIN - investing in great minds; to do great things...
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Posted July 27, 2017 0:46 AM


  1. That trainees might have knowledge of creating a professional profile on LinkedIn
  2. That trainees might be able to leverage  LinkedIn to position themselves  and their businesses for opportunities.

LinkedIn is a business- and employment-oriented social networking service that operates via websites and mobile apps.

With more than 433 million members, LinkedIn is the most popular social network for professionals and one of the top social networks overall.

Statistics about LinkedIn

  • LinkedIn's founders are Reid Hoffman, Allen Blue, Konstantin Guericke, Eric Ly and Jean-Luc Vaillant.
  • LinkedIn started out in the living room of co-founder Reid Hoffman in 2002.
  • The site officially launched on May 5, 2003. At the end of the first month in operation, LinkedIn had a total of 4,500 members in the network.
  • There are now 433 million registered Linkedin users.
  • LinkedIn is used in 200 countries and territories, with 70% of LinkedIn users being based outside of the US.
  • Having a professional LinkedIn photo makes your profile 14 times more likely to be viewed.The top skill on LinkedIn? Statistical Analysis and Data Mining.
  • People who list skills on their profile get 13 times more views.
  • Males make up 56% of LinkedIn's userbase.
  • The most overused profile word continues to be "Motivated" - which also topped 2014 and 2015.
  • There are 39 million students or recent graduates on LinkedIn.
  • LinkedIn is currently available in 20 different languages.
  • Microsoft paid $26.2 billion to buy LinkedIn.
  • IT and Services is the most represented industry on LinkedIn.
  • Engineers have the most represented profession.
  • Career Management is the most popular long-form post topic.

With new social networks sprouting up constantly, LinkedIn is a platform that often gets underutilized or put on the back burner.

But the truth is, LinkedIn can be extremely powerful -- especially when you're aware of all the platform's hidden features that don't get nearly as much attention as they deserve.

So, to help you learn how to use LinkedIn effectively, this lesson is full of LinkedIn tips you may be overlooking ... but definitely shouldn't.

Before we dive in, here's a quick little primer on LinkedIn for those of you who may be new to the social network.

As earlier mentioned, LinkedIn launched in 2003, and is currently the third most popular social network in terms of unique monthly visitors -- right behind Facebook and Twitter. Think Facebook, but with a more professional feel and a ton more features. The social network is primarily centered around careers, and it enables users to connect and share content with other professionals, including colleagues as well as potential employers, business partners, and new employees. If you're a business on LinkedIn, it can also be a fantastic marketing tool.

So let’s begin

 To join LinkedIn and create your profile:

  • Go to the LinkedIn sign up page (linkedin.com/reg/join).
  • Click the prompt which you’re most interested in.

Note: At this time you can’t select more than one interest.

  • Type your first and last name, email address, and a password you'll use.

Note: You must use your true name when creating a profile. Company names and pseudonyms are not allowed

  • Click Join now.
  • Complete any additional steps as prompted.


Editing your profile

Next step after signing up is for you to begin editing your profile.

A complete LinkedIn profile can help you connect with opportunity.

There are multiple sections for you to edit to get the best out of your account.

Navigate to your profile, move your cursor over any section, and click to individually add, edit, or remove content. 


Increasingly, people are turning to LinkedIn to learn more about potential business contacts. It is therefore important for you to use your profile to position yourself as an expert – and unlock opportunities to build new business-driving relationships.

Put a face to your name

First impressions count. Including a professional photo in your profile brings your story to life and attracts more attention on LinkedIn. In fact, members with profile photos receive 14x more profile views than those without.


While you may be tempted to grab that party photo of you from Facebook, holding a drink in one hand and your significant other in the other hand, or maybe even a vacation photo showing off your bare shoulders, you should reconsider.

Your profile photo appears as a thumbnail next to your name on most LinkedIn screens, especially on people’s mobile devices. If you include a full-body shot as your profile photo, your face will be unrecognizable as that thumbnail, which defeats the purpose of a photo to identify you. Something that includes your head, neck, and the top-most part of your shoulders should suffice. When you upload your photo, you will have the opportunity to crop your photo to keep what is necessary.

To add or change a photo:

  • Click the Me icon at the top of your LinkedIn homepage.
  • Click View profile.
  • Click on your profile photo near the top of the page.

You can also click the Edit icon to the right of your profile image and click the Edit icon again to access the photo editing page.

From here, you can:

  • Edit your profile photo with photo filters.
  • Change the position and size by dragging the photo.
  • Choose what your preview photo will look like.
  • Change your profile photo by clicking Change photo, selecting an image from your library, and then clicking Apply.

Just like Facebook and twitter, you can add a background Image

The background photo appears above the top section of your profile.  You can't edit your background photo from a mobile device, but you can make changes from desktop.

Background images must be:

- File type JPG, GIF or PNG.

- No larger than 8MB.

Linkedin i

- Recommended pixel dimensions are 1584 (w) x 396 (h) pixels.

Create a punchy headline

Along with your photo, your headline is the first thing people see on your LinkedIn profile. You should use this area to speak directly to your target audience, including phrases or keywords they might be using to find you.

Of course, that doesn’t mean your headline can’t include where you work and what you do. It should communicate your expertise, your field, and why you’re special. But it also should be eye-catching. No matter what your LinkedIn goals are (networking, getting hired, establishing credibility or expertise, recruiting), standing out is a good thing.

Consider this,

Maybe you do a lot of freelance writing. Yet “Freelance Writer” as a headline is pretty generic. What topics do you cover most frequently? Maybe you’re a “Lifestyle Freelance Writer” or a “Freelance Writer Specializing in Personal Finance.”

If you’re a programmer or in another technical field, consider including the languages or technologies you use the most. “Java and Rails Engineer” is more interesting than “Software Engineer.”

Or, maybe you’re a project manager who’s worked primarily in e-commerce. You’d probably agree “Project Manager With 10+ Years in Ecommerce” packs a bigger punch than “Project Manager.”

Another approach to also having a great headline might be to Incorporate Your Future Job

One who is passionate about content strategy and looking to get a job in the field can put “Content Marketing Enthusiast” in her LinkedIn headline. Not only is this laying the groundwork for a job search, it also will help you show up in “content marketing” searches.

Perhaps you left your job in finance to go to coding bootcamp and become a web developer. You could add “Future Android Developer” to your headline. When tech recruiters look for Android coders, your profile will show up.

Another way to make your headline more interesting is to add the results of your work. Let’s say you’re an Account Manager for KPMG , which means you’re responsible for making sure your clients get everything they can out of KPMG products.

Rather than leaving your headline as “Account Manager,” write “Boosting Customer Experience as an Account Manager at KPMG.”

Try also using the approach of showing off Your Accolades. If you’ve written for, appeared in, or been mentioned by a noteworthy media source, include that in your LinkedIn headline for an instant credibility boost.

For example, you’re a PR rep who’s been interviewed by reporters from Punch and Guardian. Your headline could be: “PR Manager Featured in The Punch and Guardian.”

If instead, Punch had placed you on a list of up-and-coming PR representatives in Boston, you could write: “PR Manager Recognized as one of Punch’s 10 Up-and-Coming Media Specialists.”

Writing a summary

The way you tell your story depends on whose attention you’re trying to attract. Whether it’s potential customers, new business partners, job candidates, or other useful business contacts, understanding your audience will help you tailor your LinkedIn profile to speak directly to them.

Out of all the elements in your profile, your summary is the most important one (We're assuming you have a quality headshot and compelling headline!), yet many people leave it blank and merely list their experience. That’s like trying to build a website without a home page. The summary receives the most prominent position on the screen in LinkedIn, so it’s the ultimate place to tell your story. To make the most of this opportunity, you must be able to express your personal brand in 2,000 characters and glorious 3D, creating a dazzling picture of who you are and what makes you great.

When writing your summary it is important to write specifically for the decision makers you would like to impress and influence. First, know who they are (by name, job title, etc.) and don’t start writing your summary until you have the answers to these critical questions:

What do you want them to know about you?

What do you want them to do?

How do you want them to feel?

When you’re clear about your audience, it’s time to pull together the content.

Next is for you to prepare the raw content

You may feel overwhelmed by the different options for presenting your summary. We recommend arranging your raw content into the following six buckets:

Victories: Write a sentence for each of your significant accomplishments in terms of the value you create/created (for example, “increased revenue with key small businesses through relationship-building and networking; hired, trained and led our company’s first inside sales organization to support revenue growth objectives”).

VPs (values and passions): List your operating principles and the things that energize or inspire you (for example, “creativity, diversity, and building win-win relationships” along with “windsurfing, astronomy and UNICEF”).

Valiant superpowers: Describe the things you do better than anyone else – the skills that enable you to be a hero for your colleagues (for example, “I can review reams of data to find the million-dollar error; I make team meetings fun and productive, getting everyone involved; I love to listen – not only to what's being said, but to what is not being said. I have been told I am the best listener”).

Vital statistics: Provide a few quantifiable facts – interesting figures and things you can count (for example, “I participated in three triathlons on three continents; I saved the company $3M through the ‘Go Green’ initiative that I created and executed; I have held six different roles in various finance functions, giving me a comprehensive understanding of the field”).

Verve: Capture the quirky things that make you YOU and differentiate you from your peers (for example, “Being a night owl, I get a lot of my best writing done in the late evening; I like to use my humor to defuse tense situations and keep the team focused on results; I love TV commercials and start every team meeting with one of my favorites to get the creative energy flowing”).

Validation: This could include quotes from others and encompasses all the awards and accolades bestowed upon you (for example, “graduated Suma Cum Laude from UCLA; was named one of the top ten social media executives to watch by Advertising Age”).

Try to have content in all six buckets because a truly compelling summary will paint a 3D picture of you. Remember, your summary is YOU when you aren’t there, so you want your personality to shine through.

Then write your summary

Before you put pen to paper (or more likely, finger to keyboard), choose between first- and third-person formats. Either is acceptable; it’s a personal choice.

First person is more intimate. It’s like having a conversation with the reader – making it easier to build emotional connections.

But for some, it’s hard to write good things about themselves using “I.” “I graduated from Harvard at the top of my class. I saved my company $1M. I managed a team of 42 with a budget of $6M.”

Those who are uncomfortable bragging often water down their accomplishments or leave out valuable credentials. If that’s you, perhaps a third-person summary is the way to go. Although it’s easier to brag in the third person, it does less to connect deeply with the reader than a first-person voice. On the other hand, when you use your name multiple times in the third-person in your summary, you’re giving your profile page an extra shot of Google juice – making it more likely to show up higher in a search on your name.

See an example in the image:


Tell your professional story

As stated earlier, use the summary, and then the experience sections of your profile to showcase your career and experience – and show others why you’re someone worth knowing. Be sure to include keywords and phrases that highlight your best skills and improve your visibility in LinkedIn and Google search results.

Showcase your work

Nothing shows your quality of work to potential business contacts better than rich, tangible examples. Upload or link to previous work, such as blog posts, presentations, images, and websites, and give people a reason to engage with you.

Let your network speak for you

A little social proof goes a long way. Get recommendations and endorsements from colleagues, employers, and customers who can speak to your abilities and contributions. Having personal advocates will give you even more credibility and help catch the eye of potential business contacts.

Note that a recommendation is a comment written by a LinkedIn member to recognize or commend a colleague, business partner, or student. Viewers of your profile often view the recommendations you've received on your profile to see what others have to say about your work.

The best recommendations come from people who value your work, services or products, such as managers, colleagues, co-workers, customers, and clients. Hiring managers and people searching for new customers and business partners prefer to work with people who come recommended by someone they know and trust. There's no limit to the number of recommendations you can request or give.

Requesting a Recommendation

You can ask your connections to write a recommendation of your work that you can display on your profile:

To request a recommendation from a member's profile page:

  • Navigate to the member's profile page.
  • Click the More icon in the top section of the profile, to the right of the picture.
  • Select Request a recommendation.
  • Fill out the Relationship and Position at the time fields of the recommendations pop-up window, and click Next.
  • You can change the text in the message field, and then click Send.

The Recommendations section of your profile is only displayed once you give or receive a recommendation that isn't hidden.

Note: You can request a recommendation from up to three connections at once. There's no limit to the total number of recommendations you can request or receive.

Make yourself easy to find

Your LinkedIn profile tells your professional story and can help cement new relationships. Make sure people are seeing it. Customize your public profile URL to increase your chances of appearing in search results and make it easy for people to find you. Make your personal profile look more professional (and much easier to share) by customizing your LinkedIn public profile URL. Instead of a URL with a million confusing numbers at the end

To customize your URL,

  • Click the  Me icon at the top of your LinkedIn homepage.
  • Click View profile.
  • On your profile page, click  Edit your public profile in the right rail.

Update your public profile settings will show up if you don't have a public profile.

Under the section Edit public profile URL in the right rail, click the Edit icon next to your public profile URL.

  • It'll be an address that looks like linkedin.com/in/yourname.
  • Type the last part of your new custom URL in the text box.
  • Click Save.

Create a Profile Badge for your personal website or blog.

If you have your own personal website or blog, you can promote your personal LinkedIn presence and help grow your professional network by adding a Profile Badge that links to your public LinkedIn profile.

In putting your badge on your website, you'll need to know how to copy and paste code into your online properties' text editor. Or, if you have a webmaster, you can send him the code and he can add it for you.

Here's how to create a LinkedIn badge:

  • Log into your LinkedIn account.
  • Hover over the Profile tab with your mouse or pointer on LinkedIn's main menu bar at the top of the page and select Edit Profile.
  • In the top section, look below your picture to where your profile URL is listed. Hover your cursor next to the URL and a settings icon appears. Click on it.

The Public Profile page should be open. On the right-hand side of the page you'll see "Your Public Profile URL" and below that "Customize Your Public Profile." Underneath that, you'll see "Your Public Profile Badge." Click on Create a Public Profile Badge link.

The LinkedIn badge page opens with a variety of graphics to choose from. Next to each badge is a box with code. Select the badge you like and copy the corresponding code. When you click in the code box, all the code will highlight. Right click on your mouse and choose Copy.

Go to the web page, blog or another page where you want to display your LinkedIn badge and paste the code you copied. Put your cursor in the spot you want the badge to appear. Right click and select Paste. Make sure you're in the text editor or the code will appear on your webpage or blog and not the badge. Click on save and check that your badge is appearing correctly.

The LinkedIn badge can be used anywhere you can use a graphic link. You can paste it in the sidebar of your blog or have it appear at the end of all your blog posts. You can use it on your website. Another option is to add it to the signature line of your email if you use HTML email.

Once your LinkedIn profile is done and you've added links to it using your URL and badges, you can then use LinkedIn to market your home business

Show work samples.

Did you know LinkedIn allows you to add a variety of media such as videos, images, documents, links, and presentations to the Summary, Education, and Experience sections of your LinkedIn profile? This enables you to showcase different projects, provide samples of your work, and better optimize your LinkedIn profile.

Adding, Editing, and Removing Media Work Samples on Your Profile

You can display samples of your work on your LinkedIn profile such as external documents, photos, sites, videos, and presentations. Once this media has been added or linked to on your profile, you can edit or delete it at any time.

To add or link work samples to your profile:

  • Click the  Me icon at the top of your LinkedIn homepage.
  • Select View profile from the dropdown.
  • Click the  Edit icon at the top of your profile to the right of your picture.
  • Under Media, click one of the following options:
  • Upload  To add a media sample from your computer. Select your sample and click Open to upload it to LinkedIn.


  • To link to an online media sample. Input your media link into the Paste or type a link to a file or video field, and click Add.
  • In the Edit Media pop-up window, edit the Title and Description as needed.
  • Click Apply at the bottom right of the pop-up window to upload your media sample.
  • Click Save.

Take advantage of Saved Searches.

LinkedIn allows users to save up to ten job searches and three people searches. After conducting a search, clicking the Save search option at the top right allows you to save a search and easily run it again later. You can also choose to receive weekly or monthly reminders (+ daily for job searches) via email once new members in the network or jobs match your saved search criteria.

Quickly convert your LinkedIn profile into a PDF.

Job seeking is one of the most common -- and beneficial -- uses of LinkedIn. Were you aware that LinkedIn enables you to turn your profile into a resume-friendly format in seconds PDF.

Printing a Profile

  • If you're viewing a profile while signed in to LinkedIn, you have the option to export the profile to a PDF file and then print it; however, not all profile sections will appear in the PDF.
  • To export and print a profile:
  • Click the  Me icon at the top of your LinkedIn homepage and select View profile, or navigate to someone else's profile.
  • Click the  More icon in the top section of the profile, to the right of the picture.
  • Select  Save to PDF from the dropdown.
  • The PDF file will be downloaded and saved to the default download location on your computer. Once you open the file, you can print it.

Find a job through via LinkedIn's job postings.

Using its advanced search feature, LinkedIn allows you to search for jobs by keyword, title, industry, location, company, function, experience level, and more. It even suggests jobs you might be interested in based on a brief survey that gauges your job preferences relating to location, company size, and industry.

You can also save job searches like we suggested in and get alerted when new job openings are posted, too.

Get endorsed for your skills.

Back in 2012, LinkedIn launched a feature called Endorsements, which enables users to endorse their connections for skills they’ve listed in the Skills section of their profile -- or recommend ones they haven’t yet listed. These endorsements then show up on your profile within that same. Okay, so you can't guarantee your connections will endorse you for those skills, but because it's so easy for your LinkedIn contacts to do (all they have to do is click on the + sign next to a particular skill on your profile), you'll find that many of them will do it anyway. Just make sure your profile is complete and you've spent the time to list the skills you want your contacts to endorse you for. It will definitely give your profile a bit of a credibility boost. You can also remove endorsements if you find people are endorsing you for skills that don't accurately describe your strengths.

When filling your LinkedIn profile it is important you pay attention to the following: 

Experience - Professional positions and experience, including jobs, volunteering, military, board of directors, nonprofit, or pro sports.

Education - School and educational information.

Recommendations - You can request professional recommendations and display them on your profile.

Certifications - Certifications, licenses, or clearances you've attained can be added as a new section.

Courses - Adding your body of coursework can help your education to stand out.

Honors & Awards - Show off your hard-earned awards.

Languages - Languages you understand or speak.

Organizations - Show your involvement with communities that are important to you.

Patents - Any patents you've applied for or received.

Publications - Publications that have featured your work.

Projects - Showcase the projects you've worked on, along with team members.

Skills & Endorsements - A relevant list of skills on your profile helps others to understand your strengths and improves your likelihood to be found in others' searches.  You can display endorsements of your skills that your colleagues have given you.

Test Scores - List your scores on tests to highlight high achievement.

Volunteer experience - Highlight your passions and how you like to give back.


Use Open Profile to send messages to people you're not connected to.

With the exception of your fellow group members, LinkedIn only allows you to send messages to people who you share a first-degree connection with. But did you know some people let you send them messages anyway, even if you're not connected? The ability to be part of the Open Profile network is only available to premium account holders, but it allows those users to be available for messaging by any other LinkedIn member (regardless of their LinkedIn membership level) if they choose to be. To send an Open Profile message, visit the member's profile and click Send an InMail. If you don't see this option, hover over the down arrow in the top section of the user's profile and select Send an InMail. (For premium account holders, click the Send [member's name] a Message button.)

Check your Network Updates (or share your own).

Found on your LinkedIn homepage, Network Updates are essentially LinkedIn's version of the Facebook News Feed. Check this feed periodically for a quick snapshot of what your connections are up to and sharing, or share updates of your own, such as noteworthy content related to your industry/career, content you've created yourself, etc. You can also sort by Top Updates or Recent Updates to filter your feed in one way or the other.

Be identifiable.

Allow others to see who you are if you view their profile. To enable this, visit your Settings (click your thumbnail image in the top right and click Manage next to Privacy & Settings) and click Select what others see when you've viewed their profile, under Profile >> Privacy Controls. Make sure you check off the Your name and headline (Recommended) option.

Check out who's viewed your LinkedIn profile.

How? With the Who's Viewed Your Profile feature. This tool, which is accessible in the main navigation via the Profile dropdown, enables you to identify which other LinkedIn users have visited your profile page.

Has someone been checking out your profile that you might want to connect with? This might be the "in" you've been waiting for to connect.


Export connections.

Want to transfer your LinkedIn connections to another contact management system? Luckily, LinkedIn enables you to easily export your connections. Click Connections in LinkedIn's top navigation, click the settings gear icon in the top right, and click Export LinkedIn Connections under Advanced Settings on the right. You'll have the option of either exporting them as a .CSV or .VCF file.

Easily find new connections -- or connect with old ones!

Speaking of connections, the Connections tab in the top navigation offers a variety of other tools to grow and connect with contacts in your professional network. Click Add Connections in the drop-down menu to import contacts from your email accounts and get suggestions for other connections, connect with other alumni from your alma mater using the Find Alumni feature, and use the Keep in Touch feature to stay in touch with current connections, keep track of your communications, and get notifications when contacts in your network change jobs, have birthdays, or when you've fallen out of touch. LinkedIn even has a Connected mobile app so you can take advantage of these features on the go.

Leverage on LinkedIn Groups.

Did you know that if you're a member of the same group as another user, you can bypass the need to be a first-degree connection in order to message them? As long as you've been a member of LinkedIn for at least 30 days and a member of the particular group for at least 4 days, LinkedIn allows you to send up to 15 free 1:1 messages to fellow group members per month (across all groups you belong to). (Note: Your 15-message allotment excludes any back-and-forth replies that are the result of an original message. Learn more about LinkedIn's specifications for communicating with fellow group members here).


In addition, group members are also able to view the profiles of other members of the same group without being connected. Join more groups to enable more messaging and profile viewership capabilities. For those of you who have been leveraging LinkedIn Groups for a while, you may be aware that LinkedIn recently made some pretty big changes. Groups are now private and membership must be approved (though once you're in, your conversations no longer require moderation), and there is no longer a promotions tab or subgroups. Learn more about LinkedIn's changes to Groups here.

Take advantage of Advanced Search options.

LinkedIn's Advanced Search feature provides a much richer search experience. For example, say you want to find out if you're connected to anyone who works at a specific company. Type the company name in the company field in Advanced Search, then filter the results by "Relationship" to see if you have any first- or second-degree connections to any employees.

Share your LinkedIn status updates on Twitter.

Ever since the big LinkedIn/Twitter breakup of 2012, you can no longer automatically sync your tweets to publish on LinkedIn. However, as long as you add your Twitter account to LinkedIn, the opposite is still possible. So, if you're ever posting an update to LinkedIn that you'd also like your Twitter followers to see, you can easily syndicate that update to Twitter by selecting the Public + Twitter option in the Share with dropdown within the LinkedIn update composer.

Leverage @mentions in your status updates.

In 2013, LinkedIn rolled out the ability to tag or @mention other users and companies in status updates -- much like the way it works on Facebook, Twitter, and Instagram. Want another LinkedIn user or company to see your status update? Include the @ symbol immediately followed by the user's/company's name in your status update. As a result, that user/company will get alerted that you mentioned them, and their name will also link to their profile/page in the status update itself.


Optimize your LinkedIn Company Page.

The design of LinkedIn Company Pages has changed a lot over the years. Make sure yours is set up correctly and optimized for the latest layout, featuring a compelling and high-quality banner.

Create targeted LinkedIn Showcase Pages.

LinkedIn Showcase Pages are niche pages that branch off your main Company Page. Think of them as extensions of your main Company Page that allow you to promote specific products or cater to your individual marketing personas, providing a more personalized experience for your Company Page visitors. LinkedIn users can also follow specific Showcase Pages without having to follow a company's main page or its other Showcase Pages, allowing your business to tailor the page closely to the audience specific to the page. To create a Showcase Page, click the Edit dropdown at the top right of your Company Page and choose Create a Showcase Page. LinkedIn allows you to create up to 10 Showcase Pages per each parent Company Page. Find more information about Showcase Pages here.

Post Company Status Updates (and target them!).

Make the most of your LinkedIn Company Page by publishing Company Status Updates for all your page followers to see. This will give LinkedIn users even more reason to follow your Company Page and growing your LinkedIn reach.

Use LinkedIn Pulse to keep track of industry news.

Pulse is an awesome section of LinkedIn where you can discover popular articles and trending content tailored to your interests. You can find it under Interests in LinkedIn's top navigation.

Browse Top Posts to monitor the most popular content on LinkedIn Pulse, or click the Discover more link found via the hamburger menu to find and follow specific influencer contributors, publishers, or topic-related channels to stay on top of news and stories in your industry. You can also sign up for daily or weekly email summary notifications of Pulse news (found in the Updates and news section of your Email frequency settings), or instant notifications when influencers you're following post something new.

Check out LinkedIn's Content Marketing Score & Trending Content resources.

If you're a LinkedIn Business Solutions customer, you can learn how impactful your organic and paid LinkedIn content is with the Content Marketing Score and Trending Content resources. Your Content Marketing Score measures user engagement with your Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts (when applicable). It then provides recommendations for how you can improve your score, and thus the effectiveness of your LinkedIn content. You also can get a sense of which types of content are most popular on LinkedIn in your industry with LinkedIn's Trending Content resource.  It highlights the most popular content being shared on LinkedIn for various audiences and topic segments. Monitor this to understand what content your company should be creating and sharing on LinkedIn to generate the most engagement.

Use LinkedIn to generate leads.

LinkedIn can help you generate leads. To get the most out of LinkedIn for lead generation, promote and share links to your blog posts and landing pages in your Company Status Updates, where appropriate in LinkedIn Groups, on your Showcase Pages, and in calls-to-action placed in posts you publish via LinkedIn's publishing platform, pulse.

Experiment with LinkedIn Ads and Sponsored Updates.

If you're looking to complement your organic LinkedIn marketing efforts with some paid advertising, LinkedIn Ads are a smart choice. One of the biggest benefits of LinkedIn advertising? The targeting options! LinkedIn’s PPC (pay per click) ads let you target specific job titles, job functions, industries, or company size, to name a few -- you know, the people who are more likely to want/need what you sell. If you want to get started with LinkedIn's advertising platform, check out our free guide to advertising on LinkedIn here.

Create your own industry LinkedIn Group, and join other relevant groups.

Consider creating a LinkedIn Group of your very own. Create a group based on a relevant industry-related topic, and become a LinkedIn Group administrator. You can then use this group to establish yourself as a thought leader in your industry, grow a community of advocates, generate new marketing content ideas, and even generate new leads (more on that next)! You should also consider joining (and getting executives from your business to join) other relevant groups and participating in discussions to exhibit thought leadership in your industry.

Email your LinkedIn Group.

"Generate new leads from that group, you say?" That's right! One of the perks of managing a LinkedIn Group is the fact that you can literally email the members of your group -- up to once per week. These emails take the form of LinkedIn Announcements, which are messages sent directly to the email inboxes of group members (if they've enabled messages from groups in their settings). This is a prime opportunity for generating leads from LinkedIn, particularly if you've built up a robust group of users.

Recruit new talent via LinkedIn Careers.

Looking to fill a position or two on your marketing team -- or another department within your company, for that matter? Then be sure to build out the Careers section of your Company Page, which you can use to promote your available job openings. For more robust customization options for your Careers section, you can also purchase a Silver or Gold Careers package, which allows you to add a large, clickable cover image that can be transformed into a call-to-action. This image can direct users to a specific job, a list of jobs and opportunities located on your website, or examples of your company’s culture. The Silver or Gold packages also enables dynamic, customizable modules (that display different version of the page based on viewers' LinkedIn profiles), analytics about who is viewing the page, direct links to recruiters, video content, etc. The look and feel of your Careers page depends on what information and images you choose to include, such as a list of jobs, people at your company, a summary section for your careers, what employees are saying about working at your company, and recent updates. Furthermore, if you're actively recruiting candidates with specific skills and expertise, don't forget about LinkedIn's Advanced Search feature.

Use LinkedIn for sales prospecting and social selling.

LinkedIn can be a powerful tool for sales professionals, too! Some of the LinkedIn features we've already touched upon in this course -- e.g. Saved Searches, LinkedIn Groups, Skills etc. -- can also be great tools for sales prospecting and social selling.


  • Update your LinkedIn profile with
    • Profile picture
    • Background picture
    • Headline
    • Summary
    • Edication
    • Pictures and media links if available
    • And any other relevant areas

Send the link of your profile to your facilitators.

  • Ask for recommendations of your work from someone you know on LinkedIn. Take a snapshot and send to your facilitator via LinkedIn
  • Write and publish a post of your experience tag @digitalme_ng and handles of your facilitators.
  • Search and connect with up to 10 people in your area of industry.
  • Search for and join a LinkedIn group around your area of career interest.









Tags: Linkedin
File Under: education
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