With more than one billion members worldwide, LinkedIn can be a powerful tool for connecting with colleagues and industry professionals, building your personal brand and showcasing your expertise to potential employers. As with any tool, however, you have to use it correctly to achieve maximum results.
Is a lack of awareness holding you back? Here are seven common mistakes to avoid if you want to obtain the maximum benefit from LinkedIn.
Treating Your Profile Like a Resume
If you are treating your LinkedIn profile like an extension of your resume, that’s the first thing you need to fix.
A good profile, especially the summary or “about” section, should tell a story that highlights what’s unique about you, noted Judi Hays, marketing strategist, LinkedIn expert and author of “Elevate Expand Engage.”
In contrast to a resume, which focuses on the past, your LinkedIn content should be aspirational or forward-looking and specifically address the role and the audience you want to reach in a compelling way. In other words, LinkedIn is about social selling. “Unless you grab the reader’s attention, they will leave your profile without clicking the ‘see more’ button,” Hays warned.
To engage your audience, follow the example set by billionaire investor Warren Buffet, who writes his annual letter to shareholders as if he's talking to his two sisters.
Tell the reader where you’re headed by using your desired job title. Then tell them why you’re an expert in your niche or specialty—without telling them that you’re an expert—by sharing insights and ideas based on your knowledge, abilities and observations. If you need more inspiration to tell your story, check out these examples.
Using Words Without Pictures
Your profile should not only be visually appealing, but match who you are and the image you want to portray, noted Sandra Long, LinkedIn expert and author of: “LinkedIn for Personal Branding: The Ultimate Guide.”
For instance, LinkedIn has extended its headline section from 120 to 220 characters, allowing you to describe your personal brand, skills, education and make an excellent first impression on the reader. Your headshot, background and banner should also match who you are.
Hays recommends using a free design tool like Canva to make your profile stand out.
Acting Like You’re Still Employed When You're Not
If your experience section shows that you are still working at your last company when you’re not, you may be disqualified from the hiring process if a prospective employer finds out.
It’s actually better to market yourself as self-employed or an independent consultant rather than in-between jobs, Hays said. That way, you can create a name for your consulting business and showcase your expertise, share valuable industry insights and attract potential clients or employers by creating a LinkedIn company page. Be sure to cross-reference or link your personal profile page and the one for your company.
Spending Too Much Time Searching for Jobs
If you’re spending all your time searching for jobs on LinkedIn, you’re missing the point.
LinkedIn is a professional networking site that operates like a virtual networking event. The goal is to meet people and either have them hire you or refer you to opportunities. The more time you spend networking or nurturing connections with people who work for your target companies, the more opportunities you’ll find. Why be one of many applying for jobs when you can be one-of-a-kind Hays asked. This is a chance for a hiring manager to get to know you as a person and a professional.
Waiting on the Sidelines for Good Things to Happen
LinkedIn is a boon to job hunters, but posting a profile isn’t enough. Join groups or curated communities, share ideas, content and comment on other people’s other posts.
Engaging in discussions with colleagues who have shared interests and challenges and giving them recommendations can lead to more one-on-one interactions and access to new knowledge and diverse perspectives. Also, make sure to add your GitHub profile to your LinkedIn profile or side projects so recruiters and hiring managers can see examples of your work for themselves.
Finally, be sure to follow the companies and managers you want to work for. Understanding a company’s culture, tech environment, initiatives and connecting with current employees can help you become a referred candidate when a position becomes available.
Using the Default Connection Request
Using the default connection request might be okay when you’re reaching out to a colleague or someone you know. But when you want to expand your reputation and circle of influential contacts, you should take a few moments to draft a personalized note explaining who you are and why you want to connect. Providing context or highlighting mutual interests and goals can help you create a positive first impression and engage in meaningful conversations right off the bat.
Treating Networking Like a Numbers Game
People think that networking is about quantity over quality, but the most effective networks are built systematically and strategically, Long says. Focus on what you want to achieve and the relationships and contacts you need to meet your objectives. For instance, being connected with former co-workers who know you and like you is the best way to garner referrals.
Remember, networking on LinkedIn is not a short-term fix. It is a long-term process of initiating and nurturing mutually beneficial relationships with people who can help you achieve your professional goals.
