As
one of the web’s “big three” social networks, along with Facebook and Twitter,
LinkedIn has grabbed its slice of the limelight as the space where
professionals strategize their next career move. But that’s an unnecessarily
limiting way to view this powerhouse network. Over the last few years, LinkedIn
has introduced myriad tools – some free, some paid – to help small businesses
drive word of mouth about their brand. Here are just a few ways you can get
started.
Increase
your visibility with a company page
If
you look at LinkedIn’s users as potential customers, employees and business
partners, it becomes clear the networking site is a grand stage on which to
tell your brand story. There’s no easier way to start than to create a company
page. This profile offers you a central hub to provide an overview of your
business, showcase products and services and attract new talent. Facebook like
features allow you to build a following and engage with customers directly
through status updates and content sharing. There’s even an analytics feature
that gives insight into your audience and your page’s effectiveness.
Generate
new leads
With
150 million members, LinkedIn is the Internet’s largest business mixer, and you
should work it as such. Assess the room to identify a few key players in your
industry and either have one of your connections introduce you or approach them
directly. Find the LinkedIn group discussions where your audience is active and
join the conversation. And you wouldn’t dream of attending a networking event
without a stack of business cards; make sure your profile is current and
complete – you never know when a lead may approach you.
Find
talent
The
same methods you use to find new business also apply to finding your next star
employee. Every savvy job seeker understands the adage “It’s not who you know,
it’s who who you know knows,” and it applies to the talent recruiter as well.
Build a strong, well-rounded network of people both inside and outside your
industry and tap into it for recommendations. Uncover candidates by joining
Q&As and groups that are relevant to the position you want to fill. If you
have a company page, post openings there to attract active job seekers.
Remember this will likely be their introduction to your business, make sure the
content on your page accurately reflects your company culture to lure the best
fit for your position.
Promote
your expertise
LinkedIn
Answers is a fantastic medium through which to show off your expertise and
build trust in your brand. Demonstrate your knowledge by finding a question
related to your field and sharing your insights. You’ll expand your visibility
beyond your connections, and potential customers will find your answer through
LinkedIn’s Advanced Search. Any answers you provide are also posted to your
profile and as a network update on your connections’ homepages. Each time a
member picks your answer as the “best,” you earn a point of expertise. The more
points you earn in a specific category, the higher you rank in that category’s
expert list.
Gather
intelligence
Your
competitors are already leveraging LinkedIn in some or all the ways mentioned
above. Take advantage of this to stay on top of whom they’re hiring, what
executives are leaving, what new ventures they’re involved in and what their
customer sentiment is like. This is a unique opportunity to get data that could
help your business gain a competitive edge.
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