Craig Elvin on Nov. 8, 2017
Your LinkedIn profile should be on point even if you aren’t looking for a new position.
When was the last time you updated your LinkedIn profile? At EO Executives, we believe there is a huge missed opportunity around using LinkedIn as a platform for engagement. Too many business leaders are neglecting their opportunity to engage, attract and entice top talent.
Yes, LinkedIn is a platform for individuals to promote their personal brand, create an online CV and get in-front of potential employers, but it is also important for brand promotion.
LinkedIn is essentially a networking platform for business professionals, but it is also extremely busy and competitive. Brands and their business leaders should be using LinkedIn to make new connections, demonstrate their market offering and attract new employees.
As Executive Headhunters, we see it time and time again when talking to a candidate about a new role. The first thing they ask is “who is the company and who will I be working for?”. And the first thing they do is go onto LinkedIn to understand more. Potential candidates want to see impressive profiles of the brands and leaders they could be working for. And guess what? If your profile is not up to scratch, they will not be interested.
First impressions are key
In an economy that demands innovation and agile workforce's, employees are demanding more from the businesses they work for. So, even if you are not in the market for a new hire or role, you will still need to get your profile in order. You never know who will be looking at it and it is essentially a ‘shop window’ for your business and personal brand.
LinkedIn profiles need to demonstrate why people will want to work with you and what you can offer that is both unique and rewarding.
There are several reasons to keep your LinkedIn profiles regularly updated. Whether it be associated with social selling, increasing business opportunities or brand development, we cannot stress enough how founders, Managing Directors (MD’s) and business owners are missing a trick by not using their profiles to attract, entice and retain top talent. So, we wanted to share some of the missed opportunities and how to overcome them.
1. Why in a digital, socially engaged and connected age would you put something online that does not do you justice? It is your personal brand. Why would you compromise on that brand?
Your online profile is out there for all to see and you want to ensure your reputation, personal and business brand are truly representative and not brand damaging. So, before you press publish on a post or comment on a discussion, think about what you are saying. Does it align with your value proposition, does it reflect your brand and could it cause potential brand damage?
Your profile needs to be consistent, clear and representative. After all, you cannot expect people to connect with your offering if they do not understand it.
2. All prospects, customers and suppliers will be looking at your profile. If it doesn't have the right messages or information then you could be losing out on deals, potential meetings and business opportunities.
So, ensure your ‘bio’ is thorough and states what your business stands for. What do you do, how do you do it and how can people get in touch with you?
LinkedIn is also a great platform for sharing thought leadership and content that represents your brand, and demonstrates what you do. Give people the ability to get a true feel for what you are about; that way they will be more inclined to connect with you.
3. Good people want to work for the best people.
Ensure your profile showcases any industry awards and key achievements that demonstrate success within your market. Most important are recommendations from people who have worked for you in the past. Potential candidates are likely to evaluate the entire leadership team, so make sure everyone is up to scratch.
4. Employer value proposition (EVP).
What is appealing about working for your organisation and what do you offer that is uniquely rewarding? Your EVP defines what your business is about and why people will want to work with you. This is your chance to dress your 'shop window' with the best reasons why someone should work for your business. What has the company achieved, what are your vision, values, beliefs and goals.
If Human Resource (HR) Managers or internal recruiters are not coaching you how to embed this into your profile, they are missing a trick. Employee Value Propositions are arguably the most beneficial (and free) strategies for positive advertising. You can even start to undertake your own junior talent sourcing with a strong EVP message in your profile.