by Rachael Brooks | 7 October 2016
A friend of mine recently commented that they do not actively use LinkedIn because when they login, their feed is a constant stream of various recruiters advertising for jobs, and her LinkedIn requests are a series of competing recruiters trying to buy her as a candidate for their clients. As I write this, I’ve opened up my own LinkedIn feed. Yes, there are recruiters on there from my company included, advertising jobs but my homepage includes more than a bombardment of adverts.
Clients I follow are posting company news – one has just had £6million worth of investment invested into the firm and this is being celebrated in a LinkedIn status. Another two of my clients are debating the drop in the Bank of England rates in response to a news article shared by a Bank of England employee. LinkedIn is a recruiter’s dream in many ways, but aside from allowing people like me to keep up with the movers and shakers of my industry, it allows both clients and candidates alike to build their own name within their field, as well as providing a sharing platform for industry-relevant news and debate.
Like other social media platforms, LinkedIn allows self-promotion and gives us the ability to be perceived however we chose to outsiders. It is the ultimate personal branding platform; you can affiliate yourself with a specific industry, you can show off your skills by getting endorsed, you can chose a profile picture which reiterates the type of business you represent. This also encourages self-promotion within your own organisation, as well as to external viewers of your profile. At larger organisations, where there is hierarchy amongst management levels and different departments, a LinkedIn connection with a more senior colleague can open doors with clients or partners.
More companies are utilising LinkedIn as a marketing platform. I have touched on the content of my own LinkedIn feed showing up company news – this is essentially free marketing for many firms as it takes little or no costs to post and share on a social media site. Unlike designing a website or producing a flyer, which can take time, money and talent, building up a LinkedIn page requires none of this criteria. Sharing company news on LinkedIn is also a great way of keeping up with the market and gaining exposure to new areas of your industry.
Using LinkedIn to connect with other professionals within your field gives you access to like-minded individuals. The connections you make on LinkedIn can be invaluable resources that offer expertise that goes beyond the workplace. From the point of view of industry competitors, LinkedIn is a great way to research what the competition is doing and who’s in a rival’s network. LinkedIn puts all of these assets at your fingertips, and goes beyond acting as a headhunting tool.
For further career tips including how to build your LinkedIn network or develop your person brand, check out our candidate resources.