Five ‘must know’ things about LinkedIn
LinkedIn started in 2002 and is one of those vague social media platforms that can do wonderful things for your career, but so far it hasn’t. You have heard some people swear by it, but for you it’s solely the placeholder of your pseudo-resume. Perhaps your career is firing on all cylinders and you have no interest in new career opportunities . But even if you’re at the height of your career and things are so wonderful for you that you can’t imagine your world ever getting any better you can still benefit from LinkedIn.
When I meet with people for business I like to do my homework in advance. I want to know more about them than what’s on their business card. I want to know how long they’ve been with the company, what they did before this job, and perhaps where they went to school. Certainly I could ask these questions while in a meeting, but why take up valuable time with something I can look up online? Often the first place I start doing my research is on LInkedIn.
Another example? Let’s say you are promoted at work. Your company is going to backfill your position. You swear that HR advertises the job listings on Craig's List and worry that not only will you have to learn the ropes of your new position but hold the hand of the backfill employee at the same time. Instead of relying on fate why not take the initiative to help figure out who to hire? Now you can help find a suitable replacement by snooping around in LinkedIn. Perhaps you have some contacts you’ve made over the years that may be a good fit? You can look over their LinkedIn profile before you make the call. You may help throw someone a bone and at the same time make the new career transition easier for yourself.
LinkedIn is more than a resume, or a thing to spruce up when you’re looking for work. LinkedIn is your home for your career profile. Unfortunately the vast majority of people on LInkedIn don’t really understand the platform and simply don’t get out of it anywhere near its potential. For you, here are 5 must know things about LinkedIn.
#1. LinkedIn isn’t Facebook.
There are many social media platforms. Facebook, Google +, LinkedIn and Twitter are what I considered to be the big four. But, there are so many more. Skype for example has social media aspects to it. And there are dozens of specialized social media sites like Tumblr. Manta and Pinterest. To make things a bit more difficult there is often crossover between platforms. Facebook, Google +, and LinkedIn have groups. With groups you can find others with similar interests such as fellow CPAs.
The key to social media is what you choose to share and where you choose to share it.
The key to social media is what you choose to share and where you choose to share it. This means is that cute pictures of your kids and pets may find a better home on Facebook. News about new certificates you’ve earned is better reported on LinkedIn. Some people are more comfortable with Facebook and try to create professional groups in Facebook. However, this choice means that your key contacts in business will see all your posts about vacations, pets, kids, jokes and occasional political rants. In LinkedIn you have a place to focus just on your career. A clear separation from home and work is something that I have valued through the years. Social media has blurred this a bit, but at least with LinkedIn you have a chance to keep your career profile very clean. I have many contacts that are both connected with me on LInkedIn and Facebook.
#2 LinkedIn can be your resume on steroids
Today’s resumes look nothing like they did ten years ago. Thanks to Applicant Tracking Software (ATS) they are screened for keywords by a computer. There is a strategy of writing a resume that helps to push it past the computer gatekeeper and onto human eyes.
The resume isn’t a portrait but a snapshot of who you are. It hits the highlights and key accomplishments of your career path.
Today’s resume should have a direct link to your LinkedIn profile for the entire story.
The LinkedIn Profile is your spot on the internet where people can get the rest of the story about you. It can be a broader profile of your successes, interests, education, certificates, volunteer projects and other aspects of you. Even if you never plan on finding another job for the rest of your life, your LinkedIn profile is important because it can be where your peers find out more about who you are. If someone is writing an article in your industry they may be able to find you because of your profile. If someone is interested in working for you they may look over your profile to find out more about you.
There are a maximum amount of words available for each section of your LinkedIn profile. You don’t need to reach the limits. Keeping in mind that if people are going to read this profile it should be readable and hit key points. There many good videos and articles about writing a successful LinkedIn profile. The one faiult that I’ve seen consistently is that people post very sparse LinkedIn profiles which list little more information than what you would find on a business card. To find the true power of LinkedIn you’ll need to put more time and effort into your profile.
#3. Looking for work? Start with LinkedIn.
Gone are the days where you would go to a company and the receptionist would hand you an application on a clipboard with a black Bic pen. Nearly all job applications, especially to the larger corporations, are online. The good news is that many of these job applications can be filled out quickly with information you provide on your resume or in your LinkedIn profile. LinkedIn will populate the fields such as your name and work experience and college experience. You can quickly fill in the missing information such as your mailing addresses and pay history. Often your computer can remember this in autofill mode, thus once you’ve filled out an application or two the next ones are even faster.
LinkedIn has a section for job listings, the majority of which seem to take simply your LinkedIn profile Thus applying for jobs is fast and easy. Still there are many more jobs that are not listed on LInkedIn that will read your resume, your LinkedIn profile or both. I like this because it saves time filling out applications for places that may use the ATS software to screen you out. My belief is that eventually LinkedIn will be the de facto mechanism for applying for work There will be a common application that most companies will use to make applying for work as simple as answering the additional questions they may have. An improvement on this would be to have a refined set of criteria set up on your LinkedIn profile. You would select what your minimum pay requirements would be, what job titles you would be interested in, how far you are willing to drive to work, if you are willing to relocate, and if so, where? Employers can then use their ATS software to seek you out via this set of criteria and ask you to apply. It would be like being ‘pre-qualified’ for a job. Gone would be the days where you send out an application that ends up as roadkill on the Information Superhighway.
#4. Smarter Networking
Have you ever tried to professionally network before? If you do sales for industrial construction equipment you may find yourself sitting across from a guy that sells gym memberships, a guy who is a math tutor and a gal who is a makeup artist. Perhaps out of the crowd there is someone you can interact with in your field, or perhaps not. I always found this to be the problem with the Chamber of Commerce model of networking. These groups may be great if you sell life insurance or real estate, where getting exposure to large amounts of people is important. Perhaps not so much for an insurance underwriter or a school teacher.

LinkedIn is the perfect way to stay caught up with folks whom you meet in industry conferences. Instead of retaining the pile of business cards that end up in a desk drawer, you simply link up with them on LinkedIn. If you never stay in contact then yes, it’s a waste of time. So, once in a white it may be good to drop them a quick two or three sentence note in the LinkedIn mail application. There are also ‘groups’ you can join to network without having to go to a bar... These groups run the gamut from excellent to worthless, so check them out carefully before joining. This is an excellent place to bounce questions off of peers, such as the value of advertising in the telephone directories. You can also keep up with changes in your field and get a pulse of thing that are important.
#5 (The Best for last) Control and Position
"Its not about what you hide more than it is about what you choose to share."
Part of my basic belief is that as people evolve so do their careers. Chance are that the career which you started in your 20s may not now interest you in your 40’s or 50’s, You’ve picked up new skills and abilities. The danger with resumes is that they are often scrapbooks of places you’ve been and things you’ve done, instead of road signs of where you’re going. If you aren’t careful, certain jobs that you’ve held in the past will bring out recruiters who are anxious to put you right back into them Thus when it comes to your positioning of your career its not about what you hide more than it is about what you choose to share.
A perfect example of what to do was seen by one of my college buddies. On his LinkedIn profile you can see he is a high power attorney, a partner is his law firm.. However when you look on his profile it says he graduated law school in 1992 and then lists his first job in the year 2002. The most obvious question is what happened to most of the 1990s? Perhaps he followed the Grateful Dead around the country and then Hootie and the Blowfish. But in reality it was probably a decade of his taking the bar exam and then less than stellar first jobs. Since he is now a partner he really can’t afford to project anything but the best profile to prospective clients, thus the 90’s were mostly muted.
The big question of course is omission of key information considered dishonest? When telling the story of your life to someone you just met do they need to know all the names of all the schools you attended? You simply say “I grew up in Dallas.” Instead you take time telling them about college, your major, meeting your spouse and your kids. This is how you construct a story. They don’t want the two hour version, just the basic details. So, why should it be any different with your career? Positioning is all about who you are, what you’re about and where you want to go more so than where you’ve been. Just like telling story of your life there are a few key years in your life, perhaps a decade or two ago, that you talk about. I also find this in careers. There are years where you got to the next level on sweat equity These may be high growth years and they gave you a lot to talk about. My strategy for dealing with this is to list core strengths and transferable skills up front on your profile. If your greatest growth years were three jobs down on your profile people may never get to that part of the story. Thus, list it up front before they even get to your job descriptions.
Another area in which people tend to get bogged down is the descriptions of their present company and the mundane tasks of their job. They can find out more information on the internet about the company, and people can make assumptions about the tasks of your job. So hit the highlights, use numbers and show effectiveness.
There are of course the larger issues such as working at a company that you were laid off or fired from. Talk show host Sally Jessy Raphael was fired 18 times in her life. It’s now a common story that people have had a great career, and then they get a new boss or take a bad career path and are laid off or fired. When you separate the emotion from the story there is usually still plenty to talk about, and your successes and accomplishments are still valid. There is a difference between being a productive person on the losing end of a bad situation and someone who is truly unemployable. There are more than ten NFL coaches who won Super Bowls (one of them five times) who later went on to be fired. Does being fired negate the winning of the Super Bowl?
When looking at people’s profiles on LinkedIn the one thing that becomes very clear is that the vast majority of profiles I read are extremely lean on information. It’s "garbage in, garbage out." If your profile says nothing more than your business card does, then what do you really expect from it? This is your one opportunity to tell your story. If you are truly more than the product of a sterile list of jobs you’ve held then take the time to write a better profile. Research how to write better a profile and tips about improving your profile. Include a nice photo of you in appropriate clothing for your career. Actively add to your profile when you earn new certificates or have new achievements AS THEY HAPPEN. The LinkedIn profile shouldn’t be the thing you go back to when you’re between jobs. As you build your network of associates it’s your way to help share with them your successes and keep up to date with theirs. If used successfully, LinkedIn can be one of the greatest weapons in your career’s arsenal.
A simple 5 step action plan
Watch 3 Youtube Videos about writing LinkedIn profiles, or read more about it online. If you’re not looking for work consider writing one section at a time starting with your most current job first.
Get an updated professional photo of yourself in industry-appropriate attire. Pay for good retouching.
Find others who have similar skills, experiences and job titles to you on LinkedIn. Read their profiles. Find the ones that appeal to you and make note of their layout and presentation. Copy text from them into a word processor Collect as much as you like. Use these text blocks to give you ideas how to write text for your profile, but use your own words, not theirs.
Don’t waste time explaining the company or mundane tasks. You want precise and accurate information hitting career highlights, successes and marketable skills You’ll want about five brief, impactful text blocks for each job.
Have your profile proofread. Be open to ideas from others on how to improve it. The best part about the LinkedIn profile is that you can change it at any time. If you get a promotion at work consider listing the new position like it was a new job at a different company.