Power Formula LinkedIn Blog

Here’s How to Give Your LinkedIn Profile an Extra Pop

Posted on September 20, 2019
Wayne Breitbarth

Your LinkedIn profile is all about keywords and telling your story in a way that will display your expertise, increase your credibility, and enhance your branding message.

To help you do that, LinkedIn has an often overlooked, major profile section called Accomplishments. There are also several optional subsections, but I've noticed that most people don't know they exist—probably because LinkedIn didn't make it easy and/or intuitive to find them.

You can add them by clicking the down arrow to the right of Add profile section, which appears in the blue box on the top right of your profile page. Then click the down arrow to the right of the word Accomplishments.

The additional profile subsections you can add are:

  • Publications
  • Courses
  • Projects
  • Honors & Awards
  • Patents
  • Test Scores
  • Languages
  • Organizations

Most of these are self-explanatory, and I suggest adding the ones that are applicable in your situation. If you speak multiple languages or hold a patent, let the world know about it. Don't underestimate how these types of accomplishments can differentiate you from other candidates when someone is checking you out and deciding who to hire or contract with.

Some of these sections were obviously designed with students in mind, such as Courses and Test Scores. This is an easy way for students to tout their academic work—and hopefully it leads to a great job opportunity.

Keep in mind that the overall goal of your profile is simply to encourage a person to take the next step and contact you—preferably before contacting other potential candidates. So stand out from the crowd by adding these special sections and telling the world about your unique background or circumstances.

Special Offer

If you'd like me to provide a detailed critique of your profile and help you develop a winning LinkedIn strategy, be sure to take advantage of my special offer: A one-hour, one-on-one consultation for just $197.

This consultation will take place on the phone, and I will share my computer screen with you. There are limited spots available, so don't delay. Book yours today by clicking here.

How to Capitalize on this Fabulous Gift from LinkedIn

Posted on September 13, 2019
Wayne Breitbarth

LinkedIn loves to help you celebrate your birthday, work anniversary or job change—but what does this LinkedIn love look like?

By a high priority notification, LinkedIn drives many of your connections to your LinkedIn profile. And because profile views, especially from the right folks, often lead to good things, this is an awesome gift from LinkedIn.

Of course, now you're wondering, what can I do to take advantage of the upcoming celebration?

Before the celebration

Get your profile ready for visitors. Be sure your Headline, "About" section (especially the first 200 characters), your Current Job Experience entry, your Education entries, and your Accomplishments sections are up to date and document the following:

  • Promotions and additional responsibilities
  • Specific job-related results and projects
  • Specific industry courses, certifications and degrees
  • Honors and awards
  • Leadership positions in industry-related organizations

Consider writing a long-form post on LinkedIn to share your latest thoughts on current events at your company and/or in your industry.

Like, share or comment on important updates from influential people or industry associations.

During the celebration

When people take the time to congratulate you, be sure to not only say "thanks" but also assess whether setting up a phone call, meeting, or sending an email or LinkedIn message could lead to a mutually beneficial relationship in the future.

After the celebration

For a week or so after the event, review your "Who's Viewed Your Profile" list and message feed often, and send a note to anyone who has congratulated you and might be able to help you accomplish your goals in the future.

There you have it—easy ways to turn your big day (birthday, job anniversary or job change) into a positive networking event.

If you'd like to learn about other simple LinkedIn strategies to advance your business or career and receive an in-depth critique of your LinkedIn profile, sign up for a one-hour, one-on-one consultation with me for only $197. Book your personal session at


Download Valuable Information from LinkedIn for Free

Posted on September 9, 2019
Wayne Breitbarth

Have you downloaded a list of your LinkedIn connections lately? Did you even know it's possible to download it?

This extremely useful function has been available for quite some time, but most people have not taken advantage of it.

But the good news is LinkedIn has expanded this feature, and now—in addition to a list of your connections—you can download lots of other valuable data from your LinkedIn account.

Now, if you're saying to yourself, It's probably hard to figure out how to do it—and even tougher to know how to capitalize on the information, I've got good news for you: It's very easy to do.

Here's how to get your data download

Just follow these four simple steps:

  • On your LinkedIn home page, click Me in the top toolbar.
  • Choose Settings & Privacy from the drop-down menu, which takes you to the Privacy section of this page.
  • Scroll down and click Getting a copy of your data, and choose either a full download or specific data files.
  • When you receive the email from LinkedIn, follow the instructions to download your data files.

That's it. Within ten minutes, you'll get the specific file you requested, and you'll receive the full download within a day. It will be sent to the primary email listed in your LinkedIn account.

Here's what you'll get

You will obviously find some of this information to be more useful than others, but I can assure you there are some real gems in here. Here is a partial list of what you'll receive. Click here to see the full list.

Account information:

  • Registration information
  • Login history, including IP records
  • Email address history and status
  • Account history, including account closures and reopens

Other information:

  • Name, including the current name on your account and any previous name changes
  • A list of your first-degree connections
  • Photos that have been uploaded to your account
  • Endorsements you've received
  • A list of the skills on your profile
  • Recommendations given and received
  • Connection invitations sent and received
  • Inbox communications
  • Group contributions
  • Your search history
  • Content you've posted, shared, liked, or commented on
  • Mobile apps you've installed
  • Ads you've clicked on
  • The targeting criteria LinkedIn uses to show you ads

In my opinion, the most useful information is the list of your first-degree connections. In that spreadsheet you'll find first name, last name, current job title, current company, and connection date.

Note: Prior to the fall of 2018, you would also receive the email addresses of your connections, but that is no longer included in this spreadsheet unless your connection opted into sharing that as part of the downloadand there's not much chance of that. You can still get your connections' email addresses from the Contact info section on their individual profiles, unless they've chosen to not display it, which is typically not the case.

Here's what you can do with the data

What you can do with this data is only limited by the extent of your imagination, but here are a few of the suggestions I give my Linkedin consulting clients about using the data to grow their businesses and find their next jobs.

A list of your first-degree connections

If you're currently employed as a business development professional or you own a business, it might be beneficial to pare down this list to the people you want to specifically prospect. Then look up their email addresses, drop them into the spreadsheet, and import that spreadsheet to your CRM or email system for future nurturing and/or followup. However, be sure you receive the appropriate permission prior to adding them to any mass email list.

If you're a job seeker, especially if you're a sales or business development professional, you could pare down this list to people who might be of interest to your prospective employers. If you walk into your job interview with this impressive list of prospects who are already in your first-level LinkedIn network, you'll no doubt make a terrific first impression.

Your LinkedIn recommendations

If you're currently employed as a business development professional or you own a business, look through the list of your recommendations, and choose a couple of the very best quotes. When you send out proposals, include those quotes to show how thrilled your past clients were with you and your products and services. KaChing!

If you're a job seeker, grab some great quotes and place them in the relevant Job Experience entries on your profile. Positive comments about your skills and abilities go a long way with prospective employers.

Don't delaygo get your data now. And why not do yourself a favor and make a note to follow this procedure at least quarterly. You never know when you'll need this goldmine of information.

Special Offer

If you'd like me to provide a detailed critique of your profile and help you develop a winning LinkedIn strategy, be sure to take advantage of my special offer: A one-hour, one-on-one consultation for just $197.

This consultation will take place on the phone, and I will share my computer screen with you. There are limited spots available, so don't delay. Book yours today by clicking here.

LinkedIn Can Help You Prepare for Your Important Job Interview

Posted on August 30, 2019
Wayne Breitbarth

It's always a good idea to check out the interviewer's profile before your interview, but don't stop there. Take full advantage of LinkedIn's newest feature, Interview Preparation—and you don't even need a premium LinkedIn account to take advantage of the most important aspects of this feature.

For each of the 26 most commonly asked job interview questions (e.g., Tell me about yourself, What is your greatest strength/weakness, Why should we hire you, etc.), LinkedIn provides the following valuable information:

Overview. This addresses why interviewers ask the question.

Answer framework. This is a one- to two-minute video of a human resources professional or consultant sharing winning tips on how to answer the question.

Sample answer (Premium LinkedIn membership required). This is either a one- to two-minute video of a candidate answering the question, followed by a critique of the answer by the same HR professional or consultant, or an article detailing the best ways to answer the question.

Tips. These three or four bullet points provide specific, actionable steps to help you nail your answer.

Practice this question button. When you click this button, you can record or type your answer. Only you can see the video or read your written answer. This is a very thoughtful addition to this feature. Thanks, LinkedIn!

The Interview Preparation feature is available on your desktop and also your mobile app. However, in typical LinkedIn fashion, it's a bit hard to track down. Check out this article from the LinkedIn Help Center about how to find it on your computer or mobile device.

This is a can't miss new feature on LinkedIn. I know you'll love it, especially if you haven't interviewed in quite a while or you're preparing for your first professional internship or job. Good luck landing an exciting new job!


Should You Put Your Part-Time Job on Your LinkedIn Profile?

Posted on August 24, 2019
Wayne Breitbarth

Nearly every week someone asks me, "I currently have two jobs" [sometimes related, sometimes unrelated]. "Should I have two LinkedIn profiles?" 

The answer is simple: No. As a matter of fact, the LinkedIn User Agreement does not permit a person to have two profiles.

But how you list the two jobs depends on your LinkedIn strategy. To help you understand your options, let me take you through several multiple job scenarios and show you how you can get the results you desire and avoid confusing people who view your profile.

Scenario 1: Career-related full-time job and part-time job unrelated to your career—and probably never will be related to your career

As long as you're confident that the part-time job will not be part of your future employment or career, I'd recommend you leave it off altogether.

One exception to this is hobbies that may provide a bit of income and that people in your network might find interesting—like playing drums in a classic rock band that does weddings and parties or a side gig as a photographer or artist if your work could be displayed in homes or businesses. In these cases, I would include a current job entry. Place it second on your profile, and share information that may help you get gigs for or sales to your connections or their friends and acquaintances.

You might also find it advantageous to add a short paragraph at the bottom of your About section to tell people about your part-time job or hobby.

Scenario 2: Career-related full-time job and part-time job related to your current career or a potential future career

Keeping your current full-time employer in mind and any possible repercussions, I would include an additional current experience entry for your part-time job. Place it in the second position on your profile, and mention in the description that this job is part time. Then explain in your About section which job is full time and which is part time—clearly emphasizing that your full-time job is your passion.

Scenario 3: Non career-related full-time job and career-related part-time job or side business 

Include two current experience entries, the first being your career-related part-time job or side business and the second being your non career-related full-time job. Make sure the first entry is loaded with your most important keywords relating to this job or side business. Share loads of details about your responsibilities, accomplishments, and whether you are open to being contacted about full-time employment in this field.

Your headline should revolve around this part-time career-related position or side business. Use your About section to bring clarity to your current situation as well as where you want to end up—in all cases being sensitive to your current employer if you don't want to lose your job.

Scenario 4: Full-time job seeker or student and part-time job unrelated to your career or any potential career

Include a placeholder current experience entry that says you're a student or job seeker, and spell out the kind of job you're looking for and what skills and experiences you can bring to your future employer. State when you're available for hire. In addition to including keywords in the description of your experience, put them in your headline and title.

It's up to you whether you list the part-time job or not. Stating that you're gainfully employed will be looked upon favorably by some employers. If you can show how the skills you're developing at the part-time job can be helpful in the job you're seeking, that's obviously a good thing. Just be clear that this is a part-time job you're doing while you seek full-time employment.

Scenario 5: Full-time job seeker or student and part-time job related to your career or a potential future career

As spelled out in Scenario 4, include a placeholder current experience entry that includes the kind of job you're seeking, when you're available, etc., and include pertinent keywords as mentioned above. Be sure to include a statement about the part-time nature of this job and your desire to find full-time employment in this field.

When you embark upon changing your LinkedIn profile for any of the above reasons, be clear, truthful, and mindful of your career goals—and LinkedIn will help you get where you want to go.

Special Offer

If you'd like me to provide a detailed critique of your profile and help you develop a winning LinkedIn strategy, be sure to take advantage of my special offer: A one-hour, one-on-one consultation for just $197.

This consultation will take place on the phone, and I will share my computer screen with you. There are limited spots available, so don't delay. Book yours today by clicking here.


Way to go! You finally got that meeting or phone call set up with a person you've been looking forward to talking with. Whether it's a sales call, job interview, donor information session, or just a casual coffee with someone who might be able to help you, you've taken the first step.

But how can you best prepare for this important meeting? Go straight to the person's LinkedIn profile. It's a virtual goldmine of insights about him/her. And knowing this information will significantly increase your odds of getting the results you're seeking.

**Note: You may not be able to do some of these steps on the LinkedIn mobile app.

10 tips to discover golden nuggets of information

In just a few short minutes, you'll be able to get a pretty good idea about who this person is and what's important to him/her—and you're sure to find an icebreaker topic or two as well.

1.  About (previously called the Summary section). After reading this, you may know precisely what other profile sections you'll want to concentrate on.

2.  Articles & Activity. Check out the content they're writing (articles) and sharing (activity), and you'll surely know what is top of mind to them and what they consider important. This information should help you put together a few discussion topics for your meeting that will really get the conversation rolling.

3.  Media items. If they've uploaded media items, watching a video they're in, reading a document they wrote, viewing a slideshow they prepared, etc. can give you insights into who they are and what's important to them.

4.  Recommendations. Read a few they've received and also some they've written for others. This is priceless information. You'll gain great insight into what people think about them and what qualities they appreciate in people.

5.  Education. If you find a fellow alumnus here, it's usually a home run.

6.  Mutual connections. Take a look at the friends you have in common. You may even want to get ahold of one or two of them to get the scoop on this person. If you're already connected to the person on LinkedIn, do a filtered search into their network to find interesting people in their network to talk about. Click here for a detailed article on how to do this.

7.  Groups. By scrolling through the full list of the person's LinkedIn groups, you can quickly get a feel for their personal and professional interests. To view a list of their groups, click See all at the bottom of their Interests section (which is near the bottom of their profile) and then click Groups.

8.  Accomplishments. In this section the person lays out on a golden platter what he/she is most proud of and/or interested in. These are perfect conversation starters.

9.  Volunteer Experience. This may give you even more insight into where someone's heart is. Don't be afraid to mention this in your discussion with the person. People usually love to talk about the organizations they support.

10.  Experience. Look for companies, careers, etc. that you have in common and thus can leverage when starting a new relationship. You may also find significant volunteer experiences listed here that are great conversation starters.

Keep this list handy and use it as a checklist for all of your upcoming meetings with strangers. Perhaps they won't be quite as "strange" after you're done checking them out!


If you'd like me to help you capitalize on this and other money-making LinkedIn strategies, plus provide an in-depth critique of your LinkedIn profile, sign up for a one-hour, one-on-one consultation with me for the significantly reduced rate of $197.

Book your personal session today at https://www.powerformula.net/one-on-one-linkedin-consultation

This Video Will Help You Crush Your 2019 Goals

Posted on August 10, 2019
Wayne Breitbarth

It's not too late to make a plan to crush your 2019 goals—and LinkedIn can help you do it.

This video and the detailed article below outline five LinkedIn strategies that bring big results—and they can all be accomplished with a free LinkedIn account.

A big thank you to my friends at Patina Solutions for co-hosting and coordinating the webinar event.


Five LinkedIn strategies that bring big results

After the broad comments, you'll find a link to an article with step-by-step details for executing each strategy.

1.  Reach out to targeted members of your network

This strategy works well if you've done a good job of building a network that includes some people with whom you have a high level of trust and will thus be more likely to respond to your request.

Do a search of your first-level connections, and use filters like location, title, industry, current company, etc. Then you'll have a great list of people you can contact with a LinkedIn direct message or by email, phone, etc. and invite them to an event, share important industry news, let them know you'll be in their area, or ask for help with your job search.

I find that many people don't take advantage of this strategy because they don't know how to use LinkedIn's advanced search function. Learn how simple it is with this resource:

Additional Resource:  Are You Ignoring Your LinkedIn Connections?

2.  Leverage the networks of your current clients or other referral sources

This is the ultimate referral strategy on LinkedIn. Once you see who knows whom, you can ask for an introduction.

Start by identifying your connections who are well networked and love connecting people with each other. Next, do filtered searches of their networks, and put together a list of six to twelve people you think could improve your chances of landing a new client or that new job. Then contact your connections and ask them to introduce you to the people you've discovered.

Additional Resource: This LinkedIn Feature Will Really Wow You

3.  Set up LinkedIn search alerts

I refer to this strategy as your free, 24/7 LinkedIn virtual assistant. When you do advanced people searches and get productive results, set up search alerts. Then you'll receive weekly emails from LinkedIn that will include new people who meet the exact criteria of your saved searches.

The most difficult part is picking the right combination of filters and keywords that will result in the perfect list of targets. But once you've found it, it works like a charm.

If you'd like help executing this powerful strategy, sign up for a virtual, one-on-one consultation with me by clicking here.

Additional Resource:  How to Build a Free LinkedIn Prospect Machine

4.  Revise your profile to include specific calls to action

Most people's LinkedIn profiles look like resumes—and many times they aren't even good resumes. Don't be one of those people!

Start by thinking of your profile as your main online marketing tool or your weapon to win the professional battle. No matter what your current LinkedIn objective is, you should have several specific calls to action strategically placed in your profile to move readers from being interested to taking action—visiting your website, downloading resources or your resume, viewing video, listening to a podcast, etc.

Additional Resource:  So You Viewed My Profile...Now What?

5.  Engage directly with LinkedIn users who have viewed your profile or invited you to connect

You'd be surprised how many people do absolutely nothing when others attempt to engage with them on LinkedIn. Granted, there will be spammers who check out your profile or invite you to join their networks, but most people are legitimately interested in engaging with you.

If you're already connected to people who viewed your profile, you may want to send them a note to ask how you can help them.

If you notice that interesting people outside your network have viewed your profile, invite them to join your network and offer them something of value (free quote, white paper, informative video, etc.) or ask if they'd be interested in a phone call or meeting with you.

When you receive an invitation to connect from people you'd like to have in your network, accept their invitation, thank them for reaching out, and propose one of the next steps outlined in the above paragraph.

Additional Resource:  Are the Right People Waiting to Hear From You on LinkedIn?

Now that you know how easy it is to use LinkedIn to reach your goals, get busy and put some of these strategies into practice. Then on New Year's Eve 2019, you just may be celebrating one of the best years you've ever had.


If you'd like me to work with you on any of these LinkedIn strategies, plus provide an in-depth critique of your LinkedIn profile, sign up for a one-hour, one-on-one consultation with me for the significantly reduced rate of $197.

Book your personal session today at https://www.powerformula.net/one-on-one-linkedin-consultation


Are total strangers inviting you to join their LinkedIn networks? This will begin to happen with greater frequency as you become more active on LinkedIn, expand your network, and join larger LinkedIn groups. Some people assume that because you're members of the same group or you have mutual connections, you'll want to connect with them on the first-degree level.

If your LinkedIn strategy is to only connect with people you know and trust, you may choose to immediately ignore invitations from strangers. But I suggest most LinkedIn users should at least take a look at all of their inbound invitations—from strangers, acquaintances, and friends—to see if there might be an opportunity to begin or advance a relationship that could lead to a new business or career opportunity.

First, to see who wants to join your network, click the My Network icon in your top toolbar and then choose See all [number] in the top right corner.

This next step is critically important but often overlooked. Scroll down through your outstanding inbound invitations and look for the people who took the time to write a personal note. Typically, if someone writes a note to me, I will reply, and I have subsequently done business with some of those people. And I'd suggest you respond right away, rather than hitting the Accept button and potentially forgetting to respond later. Do this by clicking the words Reply to [name]. 

How to respond to an invitation

In addition to sending a personal response, there are two other ways to respond to a LinkedIn invitation to connect. You can:

1. Accept. If you click the Accept button, the person will immediately become a first-degree connection. This is the perfect time to invite him or her to do something that is likely to move your relationship forward. For instance, as soon as I accept someone's invitation, I send a thank-you-for-connecting note and ask if the person would like to begin receiving my free weekly email that provides LinkedIn tips and strategies. I have added literally thousands of people (with their permission) to my weekly email list.

2. Ignore. If you click the word Ignore, the invitation will be deleted from your Inbox and not saved in an archive file of any type. Before deciding to ignore an invitation, I suggest you check out the person’s profile to determine whether there might be a reason to meet him or her.

Consider these options when you decide whether to accept people into your LinkedIn network. Then your network will be made up of only the people you are truly interested in communicating with and potentially doing business with in the future.


If you'd like me to show you other important LinkedIn strategies and help you formulate your personal LinkedIn strategy and also provide an in-depth critique of your LinkedIn profile, sign up for a one-hour, one-on-one consultation with me for the significantly reduced rate of $197.

Book your personal session today at https://www.powerformula.net/one-on-one-linkedin-consultation/.


What Are the Best Features of LinkedIn Sales Navigator?

Posted on July 27, 2019
Wayne Breitbarth

Because LinkedIn is putting more limits on the better features of their free accounts, business professionals who use those features to grow their networks and get results are asking me, Is LinkedIn Sales Navigator really worth the $79.99/month?

I've been using Sales Navigator for about five years. Since it's a fairly expensive upgrade, I've put together some facts, figures, and personal thoughts to help you figure out if it's right for you.

Note: These comments do not address all of the Sales Navigator features but merely the ones I feel might justify the significant monthly investment.

What is Sales Navigator?

It is LinkedIn's stand-alone business development platform that works in conjunction with your regular LinkedIn account. LinkedIn says that Sales Navigator will help you "target the right buyers, understand key insights, and engage with personalized outreach."

Users don't have a separate profile or separate login. You access Sales Navigator by simply clicking the Sales Nav icon, which will appear at the far right of your top toolbar after you upgrade your account.

There are three levels of Sales Navigator, with increased features and capabilities, beginning at $79.99/month. A free, 30-day trial is typically available. Click here to check out the differences between the three options. I pay $79.99 per month, and my comments here relate to that version.

You should consider upgrading to LinkedIn Sales Navigator if:

You're tired of LinkedIn limiting your people searches each month. If you're taking advantage of LinkedIn's expansive database and doing lots of searches, you've probably reached the commercial use limit. No one outside of LinkedIn seems to know how many searches you can do before reaching the monthly limit, but it sure seems to have been reduced since the Microsoft acquisition. This is the number one complaint I get from people who are hanging onto the free account but should probably consider upgrading to Sales Navigator.

You can avoid the commercial use limit by upgrading to Premium Business ($59.99/mo), but I'm not convinced this upgrade is valuable enough to justify the investment. You cannot avoid the commercial use limit by upgrading to Premium Career ($29.99/mo).

You want more helpful filters when searching for people. As part of Sales Navigator's Lead Builder function, there are currently 24 very specific filters available—and they're adding new ones all the time. This is one of the main reasons you might want to upgrade.

In my opinion, the best filters to help you find just the right people are: Company headcount, Postal code, Years in current position, Years at current company, Posted content keywords, Changed jobs in last 90 days, Posted content in last 30 days.

Searching for people with the free account, where you need to use Boolean search rules, can be quite challenging, but it's very easy with Sales Navigator.

You'd like to save more than three people searches. Once you've done a good job of figuring out the right filters for a people search, it's usually helpful to save those search criteria for future searches. With Sales Navigator, you can save fifteen searches, and LinkedIn notifies you daily, weekly or monthly when new people meet your preselected search criteria.

This is, hands down, one of the most useful Sales Navigator features. It's like having a virtual assistant who's looking for the right people for you 24/7.

You want to send messages (InMails) to people who aren't first-degree connections. Sometimes you just don't want to connect with someone in order to send him/her a message. A Sales Navigator subscription includes an allotment of InMails. I get fifteen InMails per month, and they carry forward if I don't use them all before month end.

You'd like to track only certain people (leads) or companies (accounts) and avoid extraneous information. On your Sales Navigator home page, there is a feed that looks similar to the feed on your regular LinkedIn account but with one big exception—the only information in that feed relates to people (leads) or companies (accounts) you've designated.

In other words, there's no advertising and a lot fewer posts that really don't interest you because you handpicked the people or companies, and you get everything they share because there's no feed algorithm where LinkedIn decides what you want to see.

Also, you can designate people or companies that aren't part of your network. In other words, they don't have to agree to connect with you, but you can still monitor their activity. Then, if you use some of the information you've learned about them, you might be able to convince them to engage with you.

So, as you can see, the answer to the question of whether Sales Navigator is worth the $79.99 or more per month is yes, no or maybe. For me, it's definitely worth it, because I do a lot of searches for prospecting purposes.

If you'd like a personal tour and evaluation of Sales Navigator, sign up here for one of my specially priced $197 one-on-one, one-hour LinkedIn phone consultations. I will share my computer screen with you during the call.

Also, before the call, I will critique your profile and send you a marked-up copy of it, and we can discuss it during the call.

There are limited spots available, so don't delay. Book your session today by clicking here.


Are you Seeing Poor Results From Your LinkedIn Company Page?

Posted on July 18, 2019
Wayne Breitbarth

Over 31 million companies have LinkedIn company pages, and that's a great place to start, but you may not get the results you desire from your company page alone. The road to real corporate marketing success begins with company employees presenting a consistent branding message on their personal LinkedIn profiles.

But if you're company management, how can you help your employees share the responsibility for promoting your company's products or services?

It starts with creating LinkedIn best practices guidelines and sharing them with all employees. The guidelines should include profile standards as well as simple LinkedIn activities that will be helpful for the employees as well as the company.

A LinkedIn training session is a quick and easy way to share the guidelines with your employees—and they will be more likely to follow the guidelines if they understand the strategy behind them and see the personal value in addition to the corporate value.

Of course, I've provided LinkedIn training for hundreds of companies and would be happy to assist you and your company as well. Click here to see how I help companies grow their business, make more money, and attract great talent. You can also view testimonials of my many satisfied clients.

What to include in your company's LinkedIn best practices guidelines

The first six items below are typically one-time profile updates that all employees can quickly and easily perform. The last item includes activities employees should be encouraged to engage in on an ongoing basis.

1.  Photo. Bring in a photographer and get professional headshots. You only get one chance to make a great first impression, and the photo is the first thing people see when they view someone’s profile.

2.  Background photo. Design a standard company background image that all employees can put on their personal LinkedIn profiles. This could include your website address, physical address and phone number, photos of your products or facilities, etc.

3.  Keywords. These are critical on LinkedIn, and if you expect your people to show up in a search, you have to give them a list of five to ten of the most searched-for terms for the company—these are usually your products, services, brands, etc.—and then encourage your employees to place them in the right spots on their profiles.

4.  Standard company description. Share with them one succinct paragraph to be included in their profile's About section (formerly called the Summary section) and two or three more detailed paragraphs to be included in their job description for their current job at your company.

5.  Add media to current job experience entry. Give them videos, slide shows, photos of your best work or products, customer testimonials, etc. that they can display on their profiles by uploading a file or linking to the information.

6.  Each employee’s job entry correctly attached to your company page. Make sure your company logo shows up on every employee's job entry for your company. This is must-have branding.

If it doesn’t show up, it means (1) they added this job entry prior to your business having a company page with a logo attached or (2) they selected the wrong company or no company when adding this entry to their profile.

This is simple to fix. The employee simply edits that job entry and selects the correct company page when LinkedIn autofills as (s)he is typing in your company name.

7.  Sharing, “liking” or commenting on company status updates. This is a bit hard to monitor because it is ongoing and not a one-time profile change. But the more it’s done, the more sets of eyes your company updates are seen by, and I think you'll agree that's a good thing.

For additional LinkedIn company branding ideas, be sure to download my FREE eBook 10 LinkedIn Mistakes Companies Make and How to Fix Them Before They Damage Your Company's Reputation by clicking here. 

Start by creating a dynamic company page, but take it further by getting your employees on board. Then get ready to watch your LinkedIn results soar.