Help Me, Help You: Networking on Linkedin

BLOGGER'S NOTE:  What do historic figures and their contemporary celebrity look-a-likes have in common with networking on Linkedin?  Absolutely NOTHING!!  This simply is a shameless visual ploy to read my LONG OVERDUE post.

Actor Wallace Shaw

Though many months ago I highlighted the importance of on and offline networking for job seekers and those looking to advance in their careers, I failed miserable at drawing Benjamin Franklin.  Truth be told, I made Mr. Franklin look more a doppelganger of Wallace Shaw, famed TV, movie, and voiceover actor (think Rex the dinosaur in Toy Story 1-3 or more my speed, Martin Grable the hobbit-looking food critic in Sex and the City, Season 6 Episode 18) then BF.  My bad drawn, however, gave me a great idea (out of failure grows inspiration) and one that provides a segue into this post that further explores Linkedin as the primary professional online networking platform.

HARD TO IGNORE LINKEDIN STATS (AGAIN!)
As mentioned in my last post, a cohesive blend of on and offline networking efforts will pay the best interest.  So what's this mean?  Not only should those looking to increase the breadth and depth of their professional connections meet others face-to-face via professional trade associations and other networking events, they MUST connect through social media, namely Linkedin.

It's become less frequent, but I'm still shocked when I meet or speak with someone who blatantly is Linkedin resistant.  For these folks specifically, evidence supporting my continued plea comes courtesy of Craig Smith, publisher of Digital Marketing Ramblings.  In a recent blog post, Smith serves up some highly convincing data:  "By the Numbers: 100 Amazing Linkedin Stats" http://bit.ly/1rWLiaO.

Glenn Close, George Washington

Not impressed by numbers?  Maybe job seekers will value this:  Linked is where HR reps, hiring manager, and recruiters actively look for candidates. In fact, Jobvite's sixth annual survey of recruiters and HR professionals found that the use of social media has increased from 78 percent in 2008 to 94 percent today.

I couldn't agree more with career advisor Allison Cheston when she says that Linkedin is "ground zero for discovering your right career, as well as for a specific job search."  Nowadays, it's not enough just for professionals to have a profile.  They, job seekers specifically, must be actively using it to network.  In many industries and jobs, including mine, the expectation is that employees not only have a presence on Linkedin, but are well-connected.

LIONS AND PROFESSIONAL NETWORKERS AND EXCLUSIVE NETWORKERS, OH MY!
For job seekers whose Linkedin profile is complete, (if not, read:  Linkedin: The Power of Three http://bit.ly/1okzspE), the next step is to determine a networking game plan.  The best way I've found to demonstrate and differentiate the various types of Linkedin networking strategies comes from Undercover Recruiter blogger, Jorgen Sundberg.  Below I've defined each type of networker, according to Mr. Sundberg, and shared their strategies, as well as pros and cons.

	LION (Linkedin Open Networker)	PROFESSIONAL NETWORKER	EXCLUSIVE NETWORKER
STRATEGY	Connect with as many as possible	Connect to further a career (what Linkedin was meant for)	Connect only to those  they know
PROS	- Largest network - Useful when prospecting and doing research	- 200 – 1,000 - Useful for job searching or career advancement	- Seldom over 200, highly selective - Confidential connections and activity
CONS	- Accept invites from everyone - Publicize URL	- Will not produce a significant volume of connection for those new to Linkedin	Does not increase number of connections, only stores current connections

What strategy should job seekers and those looking to increase their professional network implement?  The simple answer is:  that depends.  I recommend the guidelines below:

• If a job seeker is looking for their first job out of college and needs to quickly build a professional network, it's more advantageous to start out a LION, keeping in mind that in the long-term those they know and trust will be their best connections - schoolmates and alumni associations members; groups in similar fields of study or professional industry; as well as friends and family.

• If a job seeker already has a strong and relatively large network, they shouldn't open it up to just anyone.  Those they know and trust, as well as professionals in their same industry or role are the best connections.

• If a job seeker needs to keep their search confidential, they should consider the strategy of the exclusive networker.  This only is recommended for those who fear networking might cost them their current job.

CONNECTING ETIQUETTE

Paul Rever, Jack Black

 Connecting with other professionals in like industries, roles, as well as current and former colleagues is the best way to start building or enhancing a Linkedin network.  Thought networking via Linkedin often is less stressful or time-consuming for most, it does require consistent effort and a certain social etiquette.  This etiquette manifests in the form of personalization.


When crafting a Linkedin invite, it's important to personalize the message.  In 300 characters or less, an invite should hare why a sender's interested in connecting and/or what value the sender offers a potential connection.  A less generic invite will increase a sender's chance of getting a positive response, or response at all.  I know many professionals who will not accept an invite from someone they don't already know professionally, unless that person identifies their reason for connecting.  Below is a comparison of the Linkedin Template Invite and a few more personalized invites.

• "I'd like to add you to my network - Gretchen Stanford" - Linkedin Template Invite

• "Hello Ruth, Sophia Joseph, our mutual professional acquaintance, recommended that I reach out to you, as I'm looking to network with others in the retail industry. Thank you, Gretchen Stanford" - Personalized Invite

• "Good Morning Tom, I enjoyed meeting you last night at the interactive marketing networking event.  I'd appreciate it if you'd join my professional network.  Regards, Gretchen Stanford" - Personalized Invite

POWER IN NETWORKING NUMBERS
The Linkedin Group is a number of people that connect based on a shared interest - profession, industry, trade association, former employees of a company, college alums, etc.  why are Linkedin Groups so important?  Consider this:  There are 2.1 million Linkedin groups, 8,000 are created weekly, and the average number a user joins is seven.  One of the advantages of joining a Linkedin Group is networking with professionals who share similar interests.  Such groups often are set up as closed, or where a potential member must get permission from the group's adminstrator to gain access.  While open groups can be joined automatically by anyone.  Open groups, however, often offer less focused content.

HELP ME, HELP YOU!
As a favorite coworker says in a joking tone when I seem frustrated, "Help me, help you!"  This is exactly how professionals looking to build networks or find jobs should approach Linkedin.  More specifically, they should provide relevant and compelling content.  Whether sharing information with an individual connection or group, it's essential to provide information that adds value and ultimately positions the sender as someone who others want to connect with and build a professional relationship.

Darwin, Carlin

How is this done?  When I publish a Resume RANTS posting, I generally share a link as a personal update on my homepage, within a group geared towards job seekers, or with an individual who will benefit from the information.  In sharing this content, my goal is to provide others with professional value and in turn, expand my network.  What I, as well as other professionals, need to remember is the importance of frequency.  It takes time to develop relationships so consistency is key.  To keep others engage, articles should be shared, positive posting comments made, and new job congrats given.

BASIC LINKEDIN NETWORKING MUST-DOS

• Decide on a Linkedin strategy and get started
• Personalize invites to other professionals that offer value
• Join groups relevant to professional interests
• Share appropriate and value-adding content
• Reach out to connections on a regular basis