Part I – What is it? And how do I get started?
More and more people are hearing about LinkedIn®, particularly among the ranks of ‘transitional’ employees, or those who are changing careers. The gap now is to understand exactly what it can do for an individual or even a company. Founded in 2003 in California, LinkedIn® is the world’s largest web-based professional network. It boasts of having 45 million members in over 170 industries, and covering 200 countries. LinkedIn® is hosted, which means it doesn’t reside on a personal computer or company network (other than LinkedIn’s servers); so it’s available 24/7/365/anywhere you have internet access, including smart phones. LinkedIn® is a permanent repository for personal connections and whatever tools and/or applications an individual chooses to take advantage of.
Social Media gurus agree that LinkedIn® is one of four main Social Media ‘tools’. As of this moment, the four biggies are a website or blog, LinkedIn®, Face book and twitter. CEO’s, IT guardians, Marketers and business professionals in general have varying opinions for or against Social Media and whether or not Social Media is a fad. In the course of the last several hundred years, we have seen major shifts occur with the invention of the printing press, steam then gas powered engines, the harnessing of electricity, telephone, TV and the Internet. According to Erik Qualman in his book ‘Socialnomics’ “In less than three years, it [social media] became the most popular activity on the Web, supplanting pornography for the first time in Internet history.” Social Media tools change every day and are giving the ‘Googles’ of the world a run for their money. I believe Social Media is here to stay; and that here in the US, developers will be wise to include mobile integration in their technology road maps.
Enough editorial. There’s some preparation that’s helpful prior to creating your LinkedIn® profile.
- First, ask/answer the question: what is your goal in using LinkedIn? Connect in your industry to build a resource network? Develop relationships that will lead to sales potential? - build a network of research colleagues or poll participants? Brand yourself as an expert? Or highlight your abilities as a potential employee?
- Secondly, KEY WORDS ARE KING! So do some research and make a list of key words in your professional world and experience (such as gravure, flexo, print or printing, converting, substrate, pressure sensitive, doctor blades, ink, UV, RFID, etc). LinkedIn® is at its core a huge database. If you have your profile sprinkled with the key words in your market and geographic space, the searches are more likely to ‘ping’ on your profile.
- Thirdly, since your profile is a picture of who you are, gather your resume and academic history; compile a list of your memberships and ‘extra-curricular’ activities; and a digital photo (professional headshot, please – no pets/kids/avatars). Light background shows up best, especially on mobile.
- Fourth, CONSISTENCY is critical when it comes to your on line presence. Google your name. If you already exist, look at how your name is listed – is it with or without a middle initial? Given or nickname? It’s best to stay with what you start with. Regarding email addresses, if you use an employer email address when you create your profile, make sure to include a secondary personal email address. If you’re just starting out after college and your email address is‘hotlips@yahoo.com, create another email account (Yahoo or gmail are fine) using a variation of your name to build personal brand identity.
Now you’re ready to go to www.LinkedIn.com. Note: you can also create an account by going to the link in a LinkedIn® email invitation you’ve received from a colleague. Create your username and password; answer a few questions for LinkedIn® to peg your geographic location. You can complete your profile in an afternoon or in short bits over a couple days. Once you’ve created an account, however, log into your account at least weekly.
Caution: LinkedIn® is a professional networking site. It is not a platform for direct advertising. Nor is it the place to tell the world that your cat is throwing up hairballs.
Recommendation: go to the ‘Learning Center’ at the center bottom of your LinkedIn® home page and watch the tutorials, familiarize yourself with its options and updates. Many answers are found in the Learning Center.
Have fun creating your profile. As you look back over your experiences, you’ll be reminded of some great people you’ve met and some projects you’ve forgotten about in the press of deadlines. If you are going into the marketplace from school, be sure to include your internships; they’ll provide instant resources and connections for you. Next time, we’ll talk about Profile tips, tricks and tweaks and Building Your Network.
About the Author:
Mary Mekelburg is a Social Media Coach. She has presented the mechanics and strategy of using LinkedIn to Small Business, in an academic setting and to job seekers. Having experience in the corporate world, non-profit and small business, Mary can relate to the needs, requirements and constraints of each; as well as propose strategies to help an individual or company stand out. Mary has found that working with individuals on their own pc/laptop is an effective way to increase familiarity and build confidence in using Social Media.
Mary lives in Theresa, Wisconsin near the Theresa/Allenton Marsh with her husband Dick, and kitty, Jenga. Mary most recently worked at QuadTech, a Quad/Graphics subsidiary where Mary spent the better part of three years immersing herself in the ‘how does it work?’ segment of package printing. She enjoys connecting with people, following Social Media trends closely, reading and bird watching. Connect with Mary at www.linkedin.com/in/marymekelburg.
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