“Shall we add each other on LinkedIn and stay in touch?”
It is not uncommon for a discussion at a 5@7 to end with this kind of innocuous little phrase. Back at your desk the next morning, you may feel a bit awkward when you officially invite this new contact to join your network. Indeed, the latter will probably take the opportunity to browse your entire profile and form a lasting opinion of you, an impression that complements the one you made the day before.
While it may seem relatively simple to make a good impression when you have someone in front of you, the opposite is often less obvious. To avoid being misinterpreted, there is only one rule left to follow: leave nothing to chance.
LinkedIn: a means, not an end
Like any tool, the relevance of its use depends on the objective to be achieved. Ask yourself the question: “what do I want to achieve by using LinkedIn?”
Then ask yourself: “who needs to know that I exist to achieve this objective? “. Because yes, the target is at the heart of the approach. Your profile cannot address everyone at once.
We do not mark the mind of a recruiter and that of a client in the same way. Once you have your audience in mind, it is up to you to use LinkedIn appropriately.
The main principles to follow
A simple way to carry out a small health check-up is to keep in mind the “3-Cs of personal branding”:
- Clarity: 15 seconds is about the amount of time someone will be willing to invest to understand who you are and why they should trust you. Your profile should speak for itself.
- Consistency: The common thread that connects your different professional experiences as well as your values must be visible. Your audiences want to know why you do what you do. Your skills can most likely be found in someone else, so why choose you?
- Constance: The real value of LinkedIn is how easy it is to promote content. It’s up to you to figure out how you can provide value and keep the momentum going over time. Avoid cat pictures and other “boss vs. leader” tropes. Your watchword should be “relevance.”
Do you have 5 minutes?
YOUR PERSONAL BRAND IS WHAT PEOPLE SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM.
Now put yourself in the shoes of the ideal person you want to reach and take 30 seconds, stopwatch in hand, to go through your LinkedIn profile, as if it were the first time. To do this, click on the “Edit your public profile” tab located at the top right of your profile page. Try to do this exercise objectively (easier said than done, I know).
Then ask yourself these questions:
- What are the three elements that you retain? Are they linked to the image that you want people to have of you? Will they allow you to stand out from your competitors?
- Have you spotted an experience, skill or recommendation that is not relevant to the expertise for which you wish to be recognized?
- What were the major absences? What more would you have liked to see to confirm that the strengths presented in the profile are real (summary, articles, project descriptions, etc.)?
Did you find your profile flawless? Congratulations! (And long live objectivity!)
Do you think you can do better? Good news, LinkedIn is also a great competitive intelligence tool. Visit the profiles of leaders in your industry (in private browsing if you are shy), and build a communication plan that reflects you. Your personal brand is what people say about you when you are not in the room. So, to make room for embarrassment and serenity, don’t leave anything to chance!
