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How can LinkedIn help your business? Whether you’re just starting out or have been around for many years, LinkedIn can help you access the right people on the world’s largest professional network to have the same hiring, marketing, and selling opportunities as if you were a Fortune 500 Company. Where do I start? This book will help you break down LinkedIn into foundational pieces focused on personal branding, marketing, selling, and hiring. Depending where you’re at in your business, jump right into the sections that best fit your needs. To learn more about how to make the most of LinkedIn for your small business, visit us at http://smallbusiness.linkedin.com, or follow us on Twitter at @LinkedInSMB.
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Small Business Playbook
• Createyourhiringgameplan
• Establishyourcompanypresence
• Buildyourpipeline
• Contactcandidates
• Screen,interview,hire
• Createawinningprofile
• Stayinformed
• Establishyournetwork
• Buildyourbrand
PAG E 0 3
Personal Branding
•Establishyourcompanypresence
• Attractfollowers
• Buildyourcontentstream
• Engagewithfollowers
• Extendyourreach
• Createaprofilethatsells
• Getinformed
• Findtherightcontacts
• Engageleads
• Prepareforyourmeeting
PAG E 1 6
MarketingPAG E 3 1
SalesPAG E 4 3
Hiring
WhereprofessionalsgotodobusinessHow can LinkedIn help your business? Whetheryou’rejuststartingoutorhavebeenaroundformanyyears,LinkedIncanhelpyouaccesstherightpeopleontheworld’slargestprofessionalnetworktohavethesamehiring,marketing,andsellingopportunitiesasifyouwereaFortune500Company.
Where do I start? ThisbookwillhelpyoubreakdownLinkedInintofoundationalpiecesfocusedonpersonalbranding,marketing,selling,andhiring.Dependingwhereyou’reatinyourbusiness,jumprightintothesectionsthatbestfityourneeds.
Ready?Set.Go!
PERSonALBRAnDInGYourLinkedInidentitystartshere.
PERSonALBRAnDInGYourLinkedInidentitystartshere.
PersonalProfile
Products covered in this section:
PremiumSubscriptions
LinkedInGroups
✓
✓
✓
P E R SonA L B R AnD I nG
CREATEA WInnInGPRoFILE 1 o F 4
B EG I nn E R :
Tell your full story.
UsetheSummaryandExperiencesectionsofyourprofiletoshowcaseyourcareerandaccom-plishments.ThesesectionsarefoundationalandhelpestablishyourbrandonLinkedIn.
B EG I nn E R :
Put a face to your name.
Professionalheadshotsgeneratemoreprofileviewsanddrivehigheroverallengagement.Includingaphotoinyourprofilebringsittolifeandletspeopleknowyou’reforreal.
B E G I nn E R :
Create a punchy headline.
Yourheadlineisthefirstthingpeoplelookatonyour
LinkedInprofile.Trydescribingyourselfcreativelyinonelinetocapturepeople’sattention.
h e l p . l i n k e d i n . c om 5
P E R SonA L B R AnD I nG
CREATEA WInnInGPRoFILE 1 o F 4
I n T E Rm ED I AT E : Let your network speak for you.
Getendorsementsandrecommendationsfromcolleagues,employers,andcustomerswhocanspeakcrediblyaboutyourabilitiesandcontributions.Thiswillhelpcatchtheeyeofprospectivecustomersandclients.
I n T E Rm ED I AT E :
Showcase your work.
nothingshowsyourqualityofworktopotentialbusiness
contactsbetterthanrich,tangibleexamples.Upload
orlinktopreviouswork,suchasblogposts,presentations,images,andwebsites,and
givepeopleareasontoengagewithyou.
h e l p . l i n k e d i n . c om 6
P E R SonA L B R AnD I nG
CREATEA WInnInGPRoFILE 1 o F 4
ADvAnC ED :
Optimize your profile for search.
Getfound!AddwordsorphrasesthroughoutyourprofilethathighlightyourbestskillstoimproveyourvisibilityinLinkedInandGooglesearchresults.
A DvAnC ED : Create a unique URL.
ChooseapersonalizedURLtoimprovesearchengineoptimization(SEo)andmakeiteasyforpeopletofindyou.
ADvAnC ED : Link to the rest of your web presence.
maximizeopportunitiestoshowcaseyourworkexperiencebylinkingyourLinkedInProfiletoyourwebsites,blogs,andothersocialplatforms.
h e l p . l i n k e d i n . c om 7
To learn more about unique URLs, go to help.linkedin.com/app/answers/detail/a_id/87
P E R SonA L B R AnD I nG
STAYInFoRmED 2 o F 4
Stayinformedandchallengeyourcurrentthinkingby followingchannelsandthoughtleaders(Influencers)relevanttoyourindustryorspecialization.
B EG I nn E R : Follow relevant channels and Influencers.
Learndirectlyfromindustryleadersandbest-in-classbrandsbyfollowingcompaniesonLinkedIn,gettingtheirupdatesrightinyourfeed.
B EG I nn E R : Follow companies.
Lookforgroupsrelatingtoyourindustry,function,andcareerinterest—thenjoinafewtostayuptodateontrendingtopicsandnews.
B EG I nn E R : Find and join LinkedIn Groups.
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To learn more about channels and Influencers, go to www.linkedin.com/today/influencers
P E R SonA L B R AnD I nG
ESTABLIShYoURnETWoRk 3 o F 4
B EG I nn E R :
Connect with a broad range of contacts.
Buildyourinitialnetworkbyconnectingwithcolleagues,clients,friends,andfamily.Rememberthatbuildingoutyournetworkhelpsyouconnectnotonlywithwhoyouknow,butalsowhotheyknow.
I n T E Rm ED I AT E : Reach out to fellow alumni.
Broadenyournetworkbyconnectingwithmembersfromyouralmamater.UsingUniversityPages,quicklysortalumnibyfunction,location,andcurrentcompany,andfindcontactsthatwillhelpyouachieveyourbusinessgoals.
h e l p . l i n k e d i n . c om 9
Notable alumni
Who you know
51
4,820
Similar schools
Share something or ask a question...
Explore Careers of 228,521+ Alumni
General Information
Find your peers
I’m an alumnus here
Follow
Austin, Texas Area
University
P E R SonA L B R AnD I nG
ESTABLIShYoURnETWoRk 3 o F 4
I n T E Rm ED I AT E :
Search on LinkedIn.
RunaLinkedInpeoplesearchtofindcontactsthatmighthelpyouachieveyourbusinessgoals.Usekeywordsandsearchfilterslikelocationandindustrytoillustratethetypeofconnectionyou’relookingfor.
A DvAnC ED :
Narrow down your results.
Spendlesstimesearchingandmoretimeengaging—useadditionalPremiumsearchfilterssuchasfunction,yearsofexperience,andseniorityleveltoquicklyfindtherightbusinesscontact.
h e l p . l i n k e d i n . c om 10
P E R SonA L B R AnD I nG
ESTABLIShYoURnETWoRk 3 o F 4
ADvAnC ED : Message potential contacts outside your network.
messageanypotentialbusinesscontactonLinkedInusingInmail,aPremiumfeature.onaverage,theresponserateforInmailmessagesis3xhigherthanemail.Plus,ifyoudon’tgetaresponsetoyourInmailwithinsevendays,you’llreceiveanotherInmailcreditforfree.
ADvAnC ED :
Stay in touch.
keepinganactivelineofcommunicationwithyourcontactsiskeytomaintainingaqualitynetwork.UseLinkedInContactstosetremindersandfollowupwithbusinesscontactsoneday,oneweek,oronemonthdowntheroad.
h e l p . l i n k e d i n . c om 11
To learn more about LinkedIn Contacts, go to contacts.linkedin.com
P E R SonA L B R AnD I nG
BUILDYoURBRAnD 4 o F 4
B EG I nn E R :
Share updates with your network.
Passalonginterestingarticles,news,orvideosyoufindinformative.notonlywillyournetworkappreciategettingthisinformation,butthey’llstarttolooktoyouforexpertiseandinsights.
B EG I nn E R :
Like, comment, or share updates you enjoy.
TakinganactiononupdateskeepstheconversationgoingandhelpsspreadthatinformationacrossLinkedIn.Andremember,ifyoufounditinteresting,chancesareyournetworkwilltoo.
I n T E Rm ED I AT E :
Integrate your personal brand into updates.
Don’tbeshy.Promoteyouraccomplishments,bodiesofwork,andotheraccoladesthroughsharingonLinkedIn.Foreveryfourupdatescoveringnewsandtrends,trysharingapostpromotingyourpersonalbrand.
h e l p . l i n k e d i n . c om 12
P E R SonA L B R AnD I nG
BUILDYoURBRAnD 4 o F 4
I n T E Rm ED I AT E :
Get a deeper look at who’s viewing your profile.
WithWho’sviewedYourProfile,seethetypes,industries,andlocationsofmembersviewingyou,aswellaswhichkeywordsarebeingusedinLinkedInsearchtofindyou.Usethisinformationtofine-tuneyourprofile.
h e l p . l i n k e d i n . c om 13
P E R SonA L B R AnD I nG
BUILDYoURBRAnD 4 o F 4
UseLinkedInGroupsasapublicforumtodiscusstopicsandtrendswiththoughtleadersorexperts.Byprovidingknowledgeableinsights,youcanbuildarapportwithother topcontributorsandeventuallyestablishyourselfasone,too.
ADvAnC ED : Engage in LinkedIn Groups.
Usesuccessfulbusiness-orientedblogposts,articles,andupdatesfromyourothersocialplatformstocreateahigh-qualitystreamofpersonalupdates.
ADvAnC ED : Leverage existing content streams.
EmbedyourLinkedInprofileintoyouremailsignatureoraddyourpersonalizedprofileURLtoyourbusinesscard.Thisprovidesnewcontactswithaneasywaytolearnmoreaboutyou.
ADvAnC ED : Link to your personal communications.
Increaseexposureforyourpostsandstartaconversationaroundatopicbymentioningcompaniesorconnectionsinupdates.
ADvAnC ED : Start a dialogue.
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P E R SonA L B R AnD I nG
ChECkLIST
MonthlyCh EC k L I S T :
Reviewandupdateyourprofile,addingrichcontenttoshowcaseyourmostrecentwork.
Getrecommendedbycolleagues,customers,orbusinesspartners.
SetreminderstostayintouchwithimportantconnectionsusingLinkedInContacts,orgetintouchusingInmailandIntroductions.
DailyCh EC k L I S T :
Stayuptodateonindustry newsandinsightsusingLinkedInchannelsandInfluencersassources.
Buildyourreputationbypostingqualityupdates.
Weekly Ch EC k L I S T :
Connectwithnewandexistingbusinesscontacts.
ParticipateinLinkedInGroupdiscussionsrelevanttoyourindustryorfunction.
Reviewwho’sviewingyourprofiletoseeifyou’reattractingtherightaudience.
h e l p . l i n k e d i n . c om 15
H I R I N G
B u I l d y o u R p I p e l I N e 1 o f 5
mARkETInGGetyourcompany’snameoutthere,loudandclear.
H I R I N G
B u I l d y o u R p I p e l I N e 1 o f 5
mARkETInG Getyourcompany’snameoutthere,loudandclear.
CompanyPages
Products covered in this section:
LinkedInSponsoredUpdates
LinkedInGroups
LinkedInAds
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✓
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mAR k E T I nG
ESTABLIShYoURComPAnYPRESEnCE 1 o F 5
B EG I nn E R :
Create a Company Page.
ACompanyPageisfoundationaltobuildingabrandpresenceonLinkedInandactsasaninformationhubforvisitorstolearnaboutyourcompany.Creatingapageiseasy:justaddyourcompanylogo,bannerimage,anddescriptiontogetstarted.
B EG I nn E R :
Make your page easy to find.
Addyourspecialties,websitelinks,andSEotermstomakeiteasierforpeopletofindyouinbothLinkedInandGooglesearches.
h e l p . l i n k e d i n . c om 18
To learn more about creating a Company Page, go to linkedin.com/company/add/show
mAR k E T I nG
ESTABLIShYoURComPAnYPRESEnCE 1 o F 5
I n T E Rm ED I AT E :
Showcase products and services.
highlightyourbusinessofferingsandgiveLinkedInmembersacompellingreasontofollowyou.CompanieswithacompleteProducts&Servicestabtendtohavetwiceasmanyfollowers.
I n T E Rm ED I AT E :
Link to the rest of your web presence.
Giveyourbrandmoreopportunitiestobefoundbytherightpeople—linkyourCompanyPagetoyourcompanywebsiteandothersocialplatforms.
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mAR k E T I nG
ATTRACTFoLLoWERS 2 o F 5
B EG I nn E R :
Engage your colleagues.
IncreaseyourCompanyPage’svisibilityonLinkedInbyencouragingfellowemployeestoaddtheircurrentpositionatyourcompanytotheirprofile.They’llthenbeautomaticallyfollowingyourCompanyPage.
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mAR k E T I nG
ATTRACTFoLLoWERS 2 o F 5
Findrelevantgroupstalkingaboutyourbrandorindustryandjointhemtoparticipateintheconversation,buildbrandawareness,andpromoteyourCompanyPage.Thiseffortwillhelpdrivetrafficandattentionbacktoyourpage.
I n T E Rm ED I AT E : Contribute in LinkedIn Groups.
makeiteasyforpeoplewhovisityourwebsitetofollowyourCompanyPagebyembeddinga“Follow”buttononsite.
developer.linkedin.com/plugins
ADvAnC ED : Add a Follow button to your website.
Existingcustomersandpartnerswilllikelyfollowyourpagewhenprompted.LinktoyourCompanyPageincompanycommunicationstocapturethisaudience—mentionyourpageinyourcompanyblogoremailnewsletters,orlinktoyourpageinemployeeemailsignatures.
ADvAnC ED : Integrate your Company Page into company communications.
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mAR k E T I nG
ATTRACTFoLLoWERS 2 o F 5
ADvAnC ED :
Track your follower audience.
UsetheAnalyticstabonyourCompanyPagetounderstandhowyourfollowercommunityisgrowingovertimeandwhatkindsofpeopleyou’rereaching.
h e l p . l i n k e d i n . c om 22
mAR k E T I nG
BUILDYoURConTEnTSTREAm 3 o F 5
B EG I nn E R : Identify and join LinkedIn Groups.
Findrelevantgroupstalkingaboutyourbrandorindustryandjointhemtobetterunderstandcustomerneedsandindustrytrends.ApplytheseinsightstotheCompanyUpdatesyouposttoengagefollowerswithreleveantcontent.
B E G I nn E R :
Follow channels and Influencers.
It’simportanttostayintheknow—followchannelsandthoughtleaders(Influencers)tocreateacuratedfeedofindustrynewsandinsightsthatcaninspireyourownCompanyUpdates.
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mAR k E T I nG
EnGAGEWIThFoLLoWERS 4 o F 5
B EG I nn E R : Post Company Updates.
ShowcaseyourexpertiseandbuildrelationshipswithfollowerswithCompanyUpdates.Sharearticles,companynews,industrytrends,andinsights.
B EG I nn E R :
Demonstrate value to followers.
Buildengagementandtrustwithastreamofrich,insightfulcontent.Foreverypostpromotingyourcompany,makesurefourpostsfocusonthoughtleadershiporindustrytrends.
I n T E Rm ED I AT E :
Post updates frequently.
onaverage,companiesthatpost20timesper
monthreachatleast60%oftheiruniqueaudience.Followaregularposting
scheduletodeveloprelationshipswithyourfollowers,drivebrand
loyalty,andbringaboutnewopportunities.
B EG I nn E R :
Encourage engagement with updates.
Promptcolleaguesandfollowerstotakeaction
onyourpost–everylike,comment,andshareincreasesyourreach
throughouttheLinkedInnetwork.
h e l p . l i n k e d i n . c om 24
mAR k E T I nG
EnGAGEWIThFoLLoWERS 4 o F 5
I n T E Rm ED I AT E :
Create a mix of content formats.
Richmediasuchasphotosandvideoisknowntoincreasebothcommentsandshares.Incorporatetheseformats—alongwithSlideSharepresentationsandlinkstoarticles—tomaximizeengagementwithyourposts.
I n T E Rm ED I AT E :
Monitor and refine Company Updates.
monitoryourCompanyUpdatereachandengagementnumberstoseewhat’sresonatingwithyouraudience.Testdays,times,topics,andformats,andadaptasyoulearn.
h e l p . l i n k e d i n . c om 25
mAR k E T I nG
EnGAGEWIThFoLLoWERS 4 o F 5
Usesuccessfulblogposts,articles,andupdatesfromyourothersocialplatformstocreateahigh-qualitystreamofLinkedInCompanyUpdates.
A DvAnC ED : Leverage existing content streams.
Engagewithfollowerswhocommentonyourupdatestohelpbuildloyalty,continuetheconversation,andfurtherestablishyourthoughtleadership.Peopleliketoknowthey’reheard!
ADvAnC ED : Dive into comments.
h e l p . l i n k e d i n . c om 26
mAR k E T I nG
ExTEnDYoURREACh 5 o F 5
I n T E Rm ED I AT E : Get recommended for your products and services.
memberscanwritereviewsonyourProducts&Servicestab.Drivefollowers,customers,andpartnerstowritereviews.ThesewillendupbeingpromotedthroughtheirrespectivenetworksandliveonyourProducts&Servicestab.
I n T E Rm ED I AT E :
Broadcast through employee networks.
PromptcolleaguestoshareyourCompanyPageupdates.notonlywillthisincreaseyourcompany’svisibilitytonewcustomersandpotentialhires,it’llalsohelpestablishacompanyculturewhereemployeesareengagedwithyourbrandandmission.
h e l p . l i n k e d i n . c om 27
mAR k E T I nG
ExTEnDYoURREACh 5 o F 5
ADvAnC ED : Sponsor your updates.
SponsoredUpdatesletyoureachbeyondyourfollowerbaseandtargetyourexactLinkedInaudiencetoraisebrandawareness,buildrelationships,anddrivequalityleads.SponsoredUpdatesappearinfeedsacrossdevices(smartphone,desktop,andtablet),givingyoumoreopportunitiestoreachthepeoplethatmatter.
To learn more about Sponsored Updates, go to marketing.linkedin.com
h e l p . l i n k e d i n . c om 28
Sponsored
Sponsored
Sponsored
mAR k E T I nG
ExTEnDYoURREACh 5 o F 5
ADvAnC ED : Drive performance with LinkedIn Ads.
TapintotheLinkedInnetworkandtargetpotentialcustomerswithLinkedInAds.Usecriterialikefunction,seniority,andindustrytoaccessyouridealaudience.
To learn more about LinkedIn Ads, go to linkedin.com/ads
h e l p . l i n k e d i n . c om 29
mAR k E T I nG
ChECkLIST
MonthlyCh EC k L I S T :
PromptnewemployeestolinktheirLinkedInprofilestoyourCompanyPage.
ReviewandupdateyourCompanyPagewithfreshimageryandinformationaboutyourcompany.
DailyCh EC k L I S T :
PostCompanyUpdatestoengagewithyourfollowersandtargetaudience.
InvitenewcustomersandbusinesscontactstofollowyourCompanyPage.
Weekly Ch EC k L I S T :
visityourCompanyPageanalyticstabtoseehowyourpageisperforming.Lookforindicatorsofwhatisresonatinganddrivingengagement.
Seeanupdatethathashighengagement?UseSponsoredUpdatestopromoteitbeyondyourfollowerbase.
visitLinkedInGroupsrelevanttoyourindustryandlookfortrendingtopicsanddiscussions–thiswillprovideideasonwhatyoucanpostasCompanyUpdates.
h e l p . l i n k e d i n . c om 30
H I R I N G
B u I l d y o u R p I p e l I N e 1 o f 5
SALESFindtherightpeople,findawayin,andclosethedeal.
H I R I N G
B u I l d y o u R p I p e l I N e 1 o f 5
SALES Findtherightpeople,findawayin,andclosethedeal.
PersonalProfile
Products covered in this section:
Salesnavigator
LinkedInGroups
✓
✓
✓
S A L E S
CREATEAPRoFILEThATSELLS 1 o F 5
B EG I nn E R :
Polish your personal profile.
Asyoureachouttoleadsandprospects,it’simportanttohaveaprofilethatspeakstoyourindustryexperienceandknowledge.Addaprofessionalphoto,descriptiveheadline,andsummaryofyourworkexperiencetoestablishyourcredibility.
h e l p . l i n k e d i n . c om 33
S A L E S
CREATEAPRoFILEThATSELLS 1 o F 5
I n T E Rm ED I AT E : Spotlight your offerings.
Bringyourworkandcompanytolifebyuploadingorlinkingtopresscoverage,companyblogposts,presentations,orwebsites.
I n T E Rm ED I AT E :
Let your network speak for you.
Arecommendationcangoalongwayinestablishingyourandyourcompany’sreputation.Getrecommendationsfrompartnersandclientswhocanspeakcrediblyaboutyourabilitiesandyourcompany’scontributiontotheirbusinesses.
h e l p . l i n k e d i n . c om 34
S A L E S
CREATEAPRoFILEThATSELLS 1 o F 5
B EG I nn E R :
Build your sales network.
Broadenyournetworkandincreasethechancesoffindingtherightdecisionmakerbyconnectingwithcolleaguesandbusinessassociates.
h e l p . l i n k e d i n . c om 35
S A L E S
GET InFoRmED 2 o F 5
B EG I nn E R :
Find and join LinkedIn Groups.
Joingroupsrelatingtoyourproductorserviceandtheindustryyou’retargetingtounderstandwhatpotentialcustomersaretalkingabout.
B EG I nn E R :
Follow channels and Influencers.
Stayuptodateonindustrynewsandtrendsandspeakwithauthorityaboutyourindustrybyfollowingchannelsandthoughtleaders(Influencers).
B E G I nn E R :
Follow competitor companies.
FollowCompanyPagestotrackhowcompetitorsarepositioningtheirsolutions.Thiswillhelpyoudifferentiatewhatyouhavetooffer.
h e l p . l i n k e d i n . c om 36
S A L E S
F InDThERIGhTConTACTS 3 o F 5
B EG I nn E R :
Identify leads on LinkedIn.
FinddecisionmakersatyourtargetaccountsbyrunningapeoplesearchonLinkedIn.WithSalesnavigator,focusontherightcontactsbyusingPremiumsearchfilterssuchasfunctionandyearsofexperience.
h e l p . l i n k e d i n . c om 37
S A L E S
F InDThERIGhTConTACTS 3 o F 5
B EG I nn E R :
Surface new prospects.
Don’thavealistofaccountstotarget?Buildapipelineofnewprospectswithacompanysearch,usingspecifickeywordsandsearchfilters.UseSalesnavigatortoaccessadditionalPremiumsearchfilterslikesenioritylevelandjobfunction,andquicklyidentifydecisionmakerstoengage.
h e l p . l i n k e d i n . c om 38
S A L E S
F InDThERIGhTConTACTS 3 o F 5
I n T E Rm ED I AT E :
Get more context.
WithSalesnavigator,getadeeperlookintoadecisionmaker’sLinkedInprofiletounderstandtheirrelationshipwiththecompanyandhowtheymightinfluenceasale.
h e l p . l i n k e d i n . c om 39
S A L E S
EnGAGELEADS 4 o F 5
To learn more about Sales Navigator and Premium features, go to lnkd.in/premiumselling
ADvAnC ED :
Message leads outside your network.
messageanyleadonLinkedInusingInmail,aPremiumfeature.onaverage,theresponserateforInmailmessagesis3xhigherthanemail.Plus,ifyoudon’tgetaresponsetoyourInmailwithinsevendays,you’llreceiveanotherInmailcreditforfree.
I n T E Rm ED I AT E :
Find the best path in.
AfteridentifyingdecisionmakerprofilesonLinkedIn,lookwithintheirnetworkformutualconnections.Theseconnectionscanbeveryinfluentialwhenreachingoutandmakingyourpitch.
I n T E Rm ED I AT E :
Get a warm introduction.
Afterfindingthebestpathin,leverageyournetworktogetintroducedthrough
mutualconnections.
h e l p . l i n k e d i n . c om 40
S A L E S
PREPAREFoR YoURmEETInG 5 o F 5
Leadinguptoyourmeeting,establishyourcredibilitybysharingrelevantindustrynewsandinsightsonLinkedIn.
I n T E Rm ED I AT E : Establish credibility.
Socialproofcanmakeallthedifferencewhentryingtosealthedeal.FlexyourLinkedInnetworkandpromptmutualconnectionstogivearecommendationonyourCompanyPageorpersonalprofile.
A DvAnC ED : Activate your advocates.
Reachingoutafteraninitialmeetingcanmakeallthedifferenceinconvertingaleadtoanaccount.UseLinkedInContactstosetremindersforfollowingup,whichcanbeaccessedbyclickingthe“star”iconbelowacontact’sprofilepicture.
A DvAnC ED : Schedule your follow-up.
makealastingimpressionafteryourmeetingwithafollow-uponLinkedIn.Invitepeopletoconnectorshareindustrynews.
ADvAnC ED : Continue the conversation.
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To learn more about LinkedIn Contacts, go to contacts.linkedin.com
S A L E S
ChECkLIST
MonthlyCh EC k L I S T :
Promptcustomersseeingsuccesswithyourservicestoprovidearecommendation.
Connectnewcolleaguesto yourCompanyPagetoextendyourreach.
keepyourprofileuptodatewithrichcontentshowcasingyourlatestaccomplishments.
DailyCh EC k L I S T :
CreateandexperimentwithLinkedInsearchestosurfaceaccountleadsandnewprospects.
Prepareforyourdailymeetingsbylookingattheprofilesofpeopleyou’remeetingwith,andfindingnewwaystoengage.
Findopportunitiestosayhellobyscanningyournetworkforimportanteventslikejobchangesandcompanynews.
Weekly Ch EC k L I S T :
ReachouttonewleadsandprospectswithInmail,orgetintroduced.
Connectwithexistingleads tonurtureyourrelationship withthem.
SetreminderstoreachbackouttoactiveopportunitiesusingLinkedInContacts.
Sharegreatindustrynewsandcontentthatyoufindonlinetobuildyourreputationandspark aconversation.
h e l p . l i n k e d i n . c om 42
H I R I N G
B u I l d y o u R p I p e l I N e 1 o f 5
hIRInG Findtherighttalentthatwilldriveyourbusinessforward.
H I R I N G
B u I l d y o u R p I p e l I N e 1 o f 5
hIRInG Findtherighttalentthatwilldriveyourbusinessforward.
PersonalProfile
Products covered in this section:
RecruiterLite
LinkedInGroups
LinkedInJobs
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✓
✓
✓
h I R I nG
CREATEYoURhIRInGGAmEPLAn 1 o F 5
Beforeyoubeginhiring,thinkaboutwhat’simportanttoyourcompany.Isitculture,mission,workingenvironment,orasenseofregionalidentity?Thiswillhelpbothyouandpotentialcandidatestoassessafitearlyon.
B EG I nn E R : Develop a clear employee value prop.
Whenlookingtofillanunfamiliarrole,makesureyoudoyourhomework.UseLinkedInsearchtoscopeoutpeoplewhoalreadyholdthistypeofposition.Usethisinteltobuildyourjobdescription.
B EG I nn E R : Research your role.
hiringexperiencedpeoplecanhelpguaranteeaqualityteam,butdevelopingyourentry-levelhirescouldyieldgreatresults.UseLinkedInsearchfilterstoexplorebothoptionsandtakenoteoflocaltalentthatmightcomefromanearbyuniversity.
B EG I nn E R : Consider developing entry-level talent.
RunapreliminaryLinkedInsearchtogetafeelfortheavailabilityofcandidatesfittingyourcriteria.knowingwhetherthereare100or10,000profilesthatmeetyourneedscanshapeyourrecruitingstrategy.
B EG I nn E R : Size up the market.
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h I R I nG
ESTABLIShYoURComPAnYPRESEnCE 2 o F 5
B EG I nn E R :
Learn from LinkedIn Groups.
Findgroupsrelevanttotheroleyou’refillingtolearnmoreaboutthespecificskillsandexperiencethatmakeanidealcandidate.
B EG I nn E R :
Create a profile that attracts talent.
WhensearchingfortalentonLinkedIn,providecandidateswithaglimpseintoyourcompany’svaluesandculturebycreatingarichprofilewithaprofessionalphoto,descriptiveheadline,andsummaryofyourwork.
B EG I nn E R :
Connect with talent.
Findandconnectwithcolleagues,friends,andfellowalumnionLinkedIntomaximizeyourpersonalnetworkandincreasethechancesoffindingacandidatethroughpeopleyouknow.
h e l p . l i n k e d i n . c om 46
h I R I nG
ESTABLIShYoURComPAnYPRESEnCE 2 o F 5
I n T E Rm ED I AT E : Make it easy for talent to find you.
TheCompanyPageisfoundationaltobuildingatalentbrandonLinkedInandactsasaninformationhubforpotentialhirestolearnaboutyourcompany.Creatingapageiseasy:justaddacompanylogo,bannerimage,anddescriptiontogetstarted.
I n T E Rm ED I AT E :
Leverage your team.
Extendthereachofyoursearchesandjobpostson
LinkedIn–accessemployeenetworksbyencouraging
colleaguestoaddtheircurrentpositionatyour
companytotheirprofiles.
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To learn more about creating a Company Page, go to linkedin.com/company/add/show
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SEARChFoR CAnDIDATES3oF 5
B EG I nn E R :
Search on LinkedIn.
Afteridentifyingthespecificskillsandexperiencenecessaryforarole,conductafreepeoplesearch.Besuretousespecifickeywords–e.g.,“hTmL”foradeveloperproficientinhTmL.
I n T E Rm ED I AT E : Narrow down your results.
UseLinkedInsearchfilterslikelocation,industry,andcurrentcompanytohoneinonyourtargetcandidates.WithRecruiterLite,accessadditionalfilterssuchasfunctionandsenioritylevel.
I n T E Rm ED I AT E :
Save your searches for automatic updates.
Savethesearchesandfiltersyou’vebuilttofindidealcandidates,andget
notificationswhennewresultscomein.Thiscan
beveryhelpfulwhenhiringforthesamerole
onanongoingbasis.
I n T E Rm ED I AT E :
Access your 3rd degree network.
Ifyou’reunabletofindqualifiedcandidates
throughyourpersonalandcompanynetworks,
broadenyourfocusandtapintoyour3rddegreenetworkwith
RecruiterLite.
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SEARChFoRCAnDIDATES 3 o F 5
I n T E Rm ED I AT E : Engage in LinkedIn Groups.
Identifyactivemembersintargetgroupswhofityourhiringcriteria,andstartaconversationbycommentingontheirpostsorreachingouttothemdirectly.
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SEARChFoRCAnDIDATES3oF 5
ADvAnC ED :
Keep track of potential candidates.
StayorganizedbytaggingLinkedInmemberswhofityourhiringcriteriausingLinkedInContacts.
A DvAnC ED :
View full candidate profiles.
WithRecruiterLite,getanexpandedlookintoprofilesofcandidatesoutsideyournetwork.viewtheirworkexperience,skillsandexpertise,andconnectionstoseeifthey’dbeagoodfitfortherole.
A DvAnC ED :
Create and manage your shortlist.
hiringformultipleroles?UseRecruiterLiteProjects
tobuildalistoftopcandidatesforeachofyouropenpositions.
I n T E Rm ED I AT E :
Find people with similar skills.
QuicklyidentifyLinkedInmembersthatclosely
matchyourtopcandidateattributesusingthe“People
SimilarTo”sectiononanidealhire’sprofilepage.
To learn more about LinkedIn Hiring Solutions, visit lnkd.in/premiumhiring
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SEARChFoRCAnDIDATES 3 o F 5
ADvAnC ED :
Message candidates outside your network.
WithRecruiterLite,youcanmessageanycandidateonLinkedInusingInmail.onav-erage,Inmailgetsaresponserate3xhigherthanthatofemail.Plus,ifyoudon’tgetaresponsetoyourInmailwithinsevendays,you’llreceiveanotherInmailcreditforfree.
I n T E Rm ED I AT E :
Show you’re being selective.
Whenyoureachout,usesectionsoftheirprofilelikeSkills&Expertisetoidentifyandhighlightthespecificskillsthatmakethemanappealingcandidate.
I n T E Rm ED I AT E :
Get a warm introduction.
AfteridentifyingpotentialcandidatesonLinkedIn,
leverageyournetworkandgetintroducedthrough
mutualconnections.
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PoSTAJoB onLInkEDIn 4 o F 5
ADvAnC ED : Atract relevant candidates with LinkedIn Jobs.
AdvertiseyouropenpositiontotheLinkedIntalentpoolwithajobpost.Usingyourjobdescription,LinkedInactivelydisplaysyourjobtoLinkedInmemberswhobestmatchyourhiringcriteria,drivinghigh-qualityandrelevantapplicants.
To learn more about LinkedIn Jobs, visit lnkd.in/aboutjobs
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PoSTAJoB onLInkEDIn 4 o F 5
ADvAnC ED : Reach out to profile matches.
Ifyoupostajob,LinkedInJobswillinstantlysearchthenetworkforupto24memberswhobestmatchyourrequirements.Althoughthesemembershavenotappliedtoyourjob,youcancontactthemdirectlyusingthefiveInmailcreditsthatareincludedwithaLinkedInjobpost.
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SCREEn, InTERvIEW,hIRE 5 o F 5
Reachouttomutualconnections,suchasalumniorformeremployees,toassessacandidate’sstrengths.
I n T E Rm ED I AT E : Do your homework.
Reachingouttocandidatesthroughouttheinterviewprocesscanmakeallthedifferenceinconvertinganinterestedcandidateintoahire.UseLinkedInContactstosetreminderstofollowupwithcandidatesoneday,oneweek,oronemonthdowntheroad.
ADvAnC ED : Schedule your follow-up.
keeptabsonyourqualitycandidatesduringtheinterviewprocess.UseRecruiterLitetotracknotes,messages,andactivityhistoryforeverycandidate.
ADvAnC ED : Manage your candidate pipeline.
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ChECkLIST
MonthlyCh EC k L I S T :
Evaluateupcominghiringneedswithyourteam.
PostopenpositionsastheneedarisesusingLinkedInJobs.
StayintouchwithexistingandpotentialcandidatesusingContactsandRecruiterLite.
CommunicateopenpositionstoemployeesandencouragethemtosharewiththeirLinkedInnetworks.
DailyCh EC k L I S T :
Checksavedsearchresultsandidentifyinterestingnewcandidates.
organizenewandexistingcandidateswithContactsandRecruiterLite.
Respondtoanyalertsandremindersthatyouhavesettofollowupwithcandidates.
RespondtoanycandidateInmailmessagesorjobapplicationsyoureceivefromcandidates.
Weekly Ch EC k L I S T :
Createanditerateonadvancedsearchestosurfacetopcandidatesyoumaynothavenoticedbefore.
Savenewsearchestoreceiveautomatedalertswhennewcandidatessurface.
Connectwithexistingcandidatestocreateaqualityinterview/hiringexperience.
PromotecareeropportunitiestofollowersofyourCompanyPage.
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H I R I N G
B u I l d y o u R p I p e l I N e 1 o f 5
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