Are you getting business from LinkedIn?

LinkedIn is one of those places where people are told 'you need a profile' so they fill in all the boxes and then don't know what to do next.  They might join a couple of groups based on LinkedIn's recommendations and accept a few connections, maybe find the people they already know and connect with them - then not much happens and they wonder what they're doing wrong.

You've probably heard of people who get loads of business via LinkedIn and wonder how they do it.  It's not as difficult as it might seem - but it does take time.

Step one is to optimise your profile.  It depends on what you want to achieve:

• If you're looking for a job, you need to step outside the normal CV approach and make your approach to your current employer's business and former roles sound really attractive.  

• If you're employed and want to promote your employer's business you'll need to use your summary to give an INTERESTING account of what your company delivers.

• If you're a business owner, remember that it's not a CV, it's a business tool so don't fall into the trap of writing the kind of content in your experience and summary that would fit the CV approach or you'll be missing opportunities.

There's a lot more to optimising your profile - getting your professional headline right, leveraging your contact information with keywords and ordering the sections so that the ones you want are at the top.

The next step involves some effort on your part as, to make it all work, you need to have a crystal clear image of your perfect client.  With this in place you can use the advanced search filters to track them down, your contacts to introduce you or find out where they're active and join them.

If you're in the right groups - not the ones LinkedIn recommends, they're usually your peer groups and full of your competitors - where your ideal clients congregate you can show off your expertise by helping, making useful suggestions and adding value.  You can use your group connection to get connected and, by the time you've seen what your target audience are posting and understand their problems you're in a much better place to start a conversation.

On LinkedIn the people who are often closely guarded if you try to call them or email are accessible - and, whilst the door isn't wide open, it is, at least, ajar and much easier to get through if you do it with an attitude of giving first.

Social media and your reputation

It always surprises me when people post material that would certainly cause a potential employer or client to think twice about engaging them.  It seems that even people who are business savvy fail to make the connection between their personal and business personas.

'But that was on my personal account on Facebook - how can people associate that with my business/employer?' I hear them cry.

That's usually for one of three reasons:
1. They haven't set their privacy up so ONLY friends can see.
2. They've accepted a friend request from a business connection or prospective employer
3. Someone they ARE connected with has shared their post and has the potential client or employer in their network.

You can actively avoid 1 and 2, but there is no way of mitigating against 3.

Twitter is even less secure - everyone can see everything you post so don't fall into the trap of complaining about your boss, a client, a colleague or supplier - they can all see what you've got to say!

It’s wise to think carefully before posting – which is what the young lady who had just landed a well-paid job from internet company Cisco should have done. She tweeted the following:

Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.

Soon after, the company rescinded the offer.

More recently a local company was recruiting and interviewed a girl who looked great on paper and interviewed very well.  Just before they sent her a job offer they Googled her and discovered that he language on Facebook was dreadful.  The chose not to offer her the job - and she never knew.  However, the company's owner did talk about it at networking events.

If you choose to be visible in the digital world - no matter how well protected you think you are - remember the world is watching and never post anything you would be uncomfortable with a boss or client reading.