LinkedIn

Ten Ways to Use LinkedIn by Guy K

The average number of LinkedIn connections for people who work at Google is forty-seven.
The average number for Harvard Business School grads is fifty-eight, so you could skip the MBA, work at Google, and probably get most of the connections you need. Later, you can hire Harvard MBAs to prepare your income taxes.
People with more than twenty connections are thirty-four times more likely to be approached with a job opportunity than people with less than five.
All 500 of the Fortune 500 are represented in LinkedIn. In fact, 499 of them are represented by director-level and above employees.
According to my inside sources, the person with the most pending LinkedIn invitations is…Guy Kawasaki. (Though I’m not sure if I should be proud or ashamed of this factoid.)

Most people use LinkedIn to “get to someone” in order to make a sale, form a partnership, or get a job. It works well for this because it is an online network of more than 8.5 million experienced professionals from around the world representing 130 industries. However, it is a tool that is under-utilized, so I’ve compiled a top-ten list of ways to increase the value of LinkedIn.

Increase your visibility.By adding connections, you increase the likelihood that people will see your profile first when they’re searching for someone to hire or do business with. In addition to appearing at the top of search results (which is a major plus if you’re one of the 52,000 product managers on LinkedIn), people would much rather work with people who their friends know and trust.
Improve your connectability.Most new users put only their current company in their profile. By doing so, they severely limit their ability to connect with people. You should fill out your profile like it’s an executive bio, so include past companies, education, affiliations, and activities.You can also include a link to your profile as part of an email signature. The added benefit is that the link enables people to see all your credentials, which would be awkward if not downright strange, as an attachment.
Improve your Google PageRank.LinkedIn allows you to make your profile information available for search engines to index. Since LinkedIn profiles receive a fairly high PageRank in Google, this is a good way to influence what people see when they search for you.To do this, create a public profile and select “Full View.” Also, instead of using the default URL, customize your public profile’s URL to be your actual name. To strengthen the visibility of this page in search engines, use this link in various places on the web> For example, when you comment in a blog, include a link to your profile in your signature.
Enhance your search engine results.In addition to your name, you can also promote your blog or website to search engines like Google and Yahoo! Your LinkedIn profile allows you to publicize websites. There are a few pre-selected categories like “My Website,” “My Company,” etc.If you select “Other” you can modify the name of the link. If you’re linking to your personal blog, include your name or descriptive terms in the link, and voila! instant search-engine optimization for your site. To make this work, be sure your public profile setting is set to “Full View.”
Perform blind, “reverse,” and company reference checks.LinkedIn’s reference check tool to input a company name and the years the person worked at the company to search for references. Your search will find the people who worked at the company during the same time period. Since references provided by a candidate will generally be glowing, this is a good way to get more balanced data.Companies will typically check your references before hiring you, but have you ever thought of checking your prospective manager’s references? Most interviewees don’t have the audacity to ask a potential boss for references, but with LinkedIn you have a way to scope her out.You can also check up on the company itself by finding the person who used to have the job that you’re interviewing for. Do this by searching for job title and company, but be sure to uncheck “Current titles only.” By contacting people who used to hold the position, you can get the inside scoop on the job, manager and growth potential.By the way, if using LinkedIn in these ways becomes a common practice, we’re apt to see more truthful resumes. There’s nothing more amusing than to find out that the candidate who claims to have caused some huge success was a total bozo who was just along for the ride.
Increase the relevancy of your job search.Use LinkedIn’s advanced search to find people with educational and work experience like yours to see where they work. For example, a programmer would use search keywords such as “Ruby on Rails,” “C++,” “Python,” “Java,” and “evangelist” to find out where other programmers with these skills work.
Make your interview go smoother.You can use LinkedIn to find the people that you’re meeting. Knowing that you went to the same school, plays hockey, or shares acquaintances is a lot better than an awkward silence after, “I’m doing fine, thank you.”
Gauge the health of a company.Perform an advanced search for company name and uncheck the “Current Companies Only” box. This will enable you to scrutinize the rate of turnover and whether key people are abandoning ship. Former employees usually give more candid opinions about a company’s prospects than someone who’s still on board.
Gauge the health of an industry.If you’re thinking of investing or working in a sector, use LinkedIn to find people who worked for competitors—or even better, companies who failed. For example, suppose you wanted to build a next generation online pet store, you’d probably learn a lot from speaking with former Pets.com or WebVan employees.
Track startups.You can see people in your network who are initiating new startups by doing an advanced search for a range of keywords such as “stealth” or “new startup.” Apply the “Sort By” filter to “Degrees away from you” in order to see the people closest to you first.
Ask for advice.LinkedIn’s newest product, LinkedIn Answers, aims to enable this online. The product allows you to broadcast your business-related questions to both your network and the greater LinkedIn network. The premise is that you will get more high-value responses from the people in your network than more open forums.For example, here are some questions an entrepreneur might ask when the associates of a venture capital firm come up blank:
- Who’s a good, fast, and cheap patent lawyer?
- What should we pay a vp of biz dev?
- Is going to Demo worth it?
- How much traffic does a TechCrunch plug generate?

AddendumThese additional ideas came in through comments:

Integrate into a new job.When people start a new job, ordinarily their roots aren’t that deep in the new company. However, with Linkedin, new employees can study fellow employees’ profiles and therefore help them get to know more people faster in a new company. (contributed by Vincent Wright)
Scope out the competition, customers, partners, etc. This seems like it’s a no-brainer, but you can use LinkedIn to scope out the competition’s team as well as the team of customers and partners. For example, your competitor’s vp of marketing came from Oracle…she’ll probably believe that business is war. (Kev)

Deriving Value from LinkedIn

I had been on LinkedIn for quite a while but I never gave it much thought or attention. I had never bothered filling out a meaningful profile for myself. And I had never sought to add any contacts to my network.

This year I saw the light — I saw how valuable LinkedIn can be if you know how to work it. I witnessed my colleague Brian Klais use LinkedIn to find some amazing candidates for SEO positions at our company Netconcepts. At the best of times it’s hard to hire for SEO positions, as those who are the most qualified are undoubtedly already pulling in a very respectable paycheck. LinkedIn made it a breeze for Brian. Brian’s success spurred me on to give LinkedIn a bit more of my attention.

So I completed a profile, worked to quadruple the size of my network, and obtained several endorsements from clients like SuperPages.com and Eurekster.com. (You can view my profile at www.linkedin.com/in/stephanspencer, if you’re curious.) Lo and behold, simply the act of adding friends and acquaintances to my network had within days resulted in a number of them renewing their conversations with me — including an SEO client from several years back who I hadn’t spoken to in many months; out of that renewed conversation he agreed to become a reference for our firm. Sometimes all it takes is to reach out to old friends and acquaintances and things start to happen. LinkedIn helps faciliate that process.

Some folks remain unconvinced of the value of LinkedIn. Like David Heinemeier Hansson of 37Signals, who tried to pull the plug on his LinkedIn account but encountered difficulties doing so and very publicly riffed about it on their company’s Signal vs. Noise blog. I was pleased to see LinkedIn staffer Konstantin Guericke chime in and defuse the issue with a very constructive comment. I also noticed buried in that post’s comments several other excellent bits of commentary from LinkedIn users who have had similarly positive LinkedIn experiences to Brian’s and mine.

For example, Gordon Strause, a Senior Product Manager at Yahoo, had this to say:

…I have found Linkedin useful. It’s reconnected me with some former co-workers; I’ve used it to hire contractors and employees; I’ve even researched some competitive start-ups with it. I’m curious–is there anyone here claiming that Linkedin isn’t valuable, did they try to do anything? Did you try to find someone you’d lost touch with? Did you try to find someone that might be helpful to you (contractor or employee or expert)? Or, is it, I signed up and I’ve been waiting for my cookie? Waiting around for more invitations is clearly not that useful, unless someone finds you interesting.

And Ted Shelton, Founder and CEO of Personal Bee had this to say:

I have been using Linked In for a long time and feel that I have gotten a lot of value from it. I also feel that, as with any tool, it is the amount of time and effort that I invest in the tool that has determined the value that I have derived.

I don’t believe there is any magic bullet to having and making use of a social network — no software tool is going to replace the need to meet people, provide value to those people, develop relationships with those people etc. A tool can make it easier though to keep track (or rediscover) those people and can make it easier to handle routine communications requests.

Here are my rules for using Linked In–

(1) I never invite anyone to join my network that I don’t have a good real world relationship with.

(2) I never agree to join a network of someone else that I don’t have a good real world relationship.

(3) I never ask anyone for assistance through Linked In if it isn’t the kind of request that I would respond positively to.

As a result, I have hired employees referred through Linked In, I have been reconnected to colleagues from the past, I have done reference checks on people through the people we know in common, and I have been able to refer jobs to people in my extended network, helping my friend who are in my immediate network.

Some great points made by Ted and Gordon! (Funny how the comments on a well-trafficked blog like Signal vs Noise can actually exceed the quality of the post itself!)

For those who want to become masters at using LinkedIn to recruit great talent, you might want to check out the book Happy About LinkedIn for Recruiting, which is co-authored by Bill Vick and Des Walsh. (Des is a smart guy, I know him as a fellow contributor to BusinessBlogConsulting.com).

Bottom line: you’ll get out of LinkedIn what you put into it.

So all you social butterflies out there, put some effort into LinkedIn! Mark my words: it’ll be worth it.