the projectline services guide to linkedin for consultants
TRANSCRIPT
Best practices for consultants and freelance marketing professionals
The Projectline Services guide to LinkedIn for consultants
Just in case it isn’t already clear as day...
414 million LinkedIn users, 2 more every
second
3 million LinkedIn
companies
200 conversations per minute in
LinkedIn groups
42% of users update
regularly35% of users access daily
5% of users are recruiters
All consultants need to invest in their LinkedIn profiles and communities.
As of April 2016 http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/
This isn’t some magic bullet that you use once and you are guaranteed an amazing professional network. This is a give-get opportunity where each person gets out what they contribute.
Be a contributor. —Anika Lehde
GIVE• Advice and opinions• Blog posts• Introductions• Skill validation• Recommendations
GET• Readers
• Recommendations• Insights
• Job referrals• Client connections
• Networking
“ “
OK, let’s get to the heart of it.
10 LinkedIn best practices for
consultants and freelance
professionals
QUALITY PROFILE PICTURE
Profiles with
photos are found 14x more
than those
without.*
A. Ideally professionally takenB. In studio or professional
atmosphere, professionally dressed
C. Face visible and recognizableD. Up to date (within 1 year)E. Smiling*https://blog.linkedin.com/2015/08/13/celebrating-leadership-linkedin-power-profiles-2015-in-india
No. No. Sorry, folks, if this is you. Just no. Too cropped
Not crispSmaller than recommended to fill spaceNot appropriate for office(May be appropriate for actor, dress maker, etc.)Wrong orientation
Cropped too tightBad lightingNot professional
Cropped from groupNot a professional scene
Zoomed too farCan’t see faceToo dark
Why? Why?
Red eyeCrooked cropBlurry
In a bar Bad lightingA little menacing
Half of another faceBad lightingNot professional
Good pictures don’t all have to be the same.
ExecBrandedProfessionalClean
Digital MarketerOffice environmentBrightProfessional
ArchitectProfessionalArtistically framedComposition
IT Manager
ProfessionalFun
Designer
Conveys personalityShows actionJournalistic
Creative Director
Shows creativityIncorporates jobBranded
Writer
ProfessionalStylized
Office Manager
ProfessionalComposition
Account Manager
Simple backgroundCleanBright
Titles are just examples of what the photo might well represent, not necessarily the real titles of each person in the photo.
BACKGROUND IMAGE
1600px in
width x 375px
in height
A. Appropriate dimensionsB. Branded if your firm supports
your LinkedIn effortsC. Abstract photo, cityscape,
art, and colored pattern design are great
D. Don’t leave blank/gray, shows lack of effort or care for brand
Save for pattern example
Like these.
CREATIVE SUMMARY
A. Detailed and personal summary—your story
B. Summary should not read like a resume.
C. Add in some personality and creativity. D. Write in the first person, not like a bio
on a website.E. Include keywords for maximum search-
ability.
Seriously. Take
the time to do this
right. It is your best foot.
Like these.
THOROUGH PROFILE
A. Contact information: both professional and personal
B. Education. Be specific—people who list education get 10x more views.
C. Accurate work history! Ta-dah!A. Never list your client as your employer.B. Provide details that don’t fit on your
resume.D. Languages (include competency level)E. Volunteer experienceF. OrganizationsG. Awards and recognition
Nearly half of hiring managers view volunteering as equivalent to work. Include that sweat.
http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/
A. Should be a
straightforward statement that tells people what you do for your clients and what value you add
B. Action orientedC. Update as needed
throughout your working cycle
CURRENT HEADLINE
ENDORSED SKILLS
A. Reorder them to put the top 10 skills you want to highlight at the top. These will show up with endorsements.
B. Think of your skills as key words. C. Don’t list skills that are out of
date, you don’t want to use, or you don’t want to be known for
D. People that list skills get 13x more views.*
*https://blog.linkedin.com/2014/10/16/your-skills-are-your-competitive-edge-on-linkedin
GROUP ACTIVITY
A. Join relevant industry and professionals groups.B. Don’t forget your school alumni group or previous
employer alumni groups.C. Spend a few minutes each weak reading, commenting,
and contributing as appropriate for the groups that bring you value.
D. People who are active in groups get 5x more views.
http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/
RICH MEDIA
A. Feature examples of awesome client work, past and present.
B. This can also include examples of thought leadership, volunteer work, or anything that helps tells the story of you in a visual manner.
C. Make sure the picture or content formats correctly before adding it to your profile.
D. Publish your content on LinkedIn (see Practice #10), SlideShare, or other platforms and then link to your profile.
E. You can include rich media with your summary and individual work history.
Don’t just say it, display it!
•Edit profile > Select media icon •Input link or upload file•Customize title and description (use call to actions) •Select “Add to profile”•Once added, you can change which job you put it under.
Hover over your media and click the pencil icon to edit.
Like these.
CURRENT RECOMMENDATIONS
A. Ask for recommendations near the end of your projects, after a big win, or after you have changed jobs.
B. Aim for at least two recommendations per job listing.
C. Write a personal message when sending the request.D. Do not request recommendations years after doing work.
Like this!
ENGAGING PULSE POSTS
A. If you don’t already blog about your industry, your work, etc., now is a great time to start.
B. If you already publish a blog, re-publish using LinkedIn Pulse to drive reputation. Or publish the first half and link to your blog for the second half to drive traffic.
C. Have someone you trust review your work before you publish to improve your writing and avoid obvious mistakes.
http://www.cio.com/article/2899055/linkedin/why-you-should-use-linkedin-pulse-to-self-publish.html
"As an author, you have this amazing potential to reach millions of people [who are] really interested in what you've written about. It really goes beyond a few hundred or thousand connections you have.“ —Akshay Kothari, head of LinkedIn Pulse
Recap: 10 best practices
1. Quality profile picture2. Background image3. Creative summary4. Thorough profile5. Current headline6. Endorsed skills7. Group activity8. Rich media9. Current
recommendations10. Engaging Pulse posts
