Sunday, December 04, 2016

So You Think You Know LinkedIn?

Whether you’re a sole practitioner or a partner in a global firm, it’s no secret that your online presence matters more than ever today. And since most of you are experienced professionals, nowhere else does your online presence matter more than LinkedIn. It’s not just for job seekers and recruiters.

According to Sandra Long, a longtime Pitney Bowes executive and now a trainer, entrepreneur and author of the new book, LinkedIn for Personal Branding: The Ultimate Guide, many professionals make the common mistakes of:

  • Taking a set-it and forget-it approach to their LinkedIn profiles.
  • Having too many endorsements for their less-than-core skills.
  • Listing their job title at the top of their profile rather their personal brand and unique value proposition.
  • Not synching their personal brand with their firm’s or company’s brand.
  • Not having a professional headshot—“If you don’t have a headshot, you’re not in the game.”
  • Listing every single job and responsibility they’ve had during their career, rather than “weaving together common themes.”
  • Repurposing their resume online rather than being a “story teller.”
I spoke with Long after her presentation last week at the Fairfield County, CT chapter of the American Marketing Association. She told me that for experienced professionals, one of the most important things you can use the platform for is establishing yourself as a thought leader. Sharing content, uploading presentations to Slideshare (now owned by LinkedIn) and publishing articles and blog posts on LinkedIn’s new publishing tool will give you “very high authority” on Google and other search engines.

“Your business is all about your career, your brand and your network,” said Long. “The No. 1 activity on LinkedIn is look at profiles. Take the time to think about what’s unique about you professionally, personally and what makes you a thought leader.”

Long's book provides a comprehensive view of personal branding using LinkedIn's profile, content sharing, and thought leadership capabilities. Additionally, Long has assembled a useful set of "How To" advice links that are available on a companion website. The website provides many resource pages and links related to each chapter.

Our blog has more as well as the FREE Resources page of our website.


Many of you preach the importance of regularly updating your portfolio, estate plan, business plan and IT procedures. Those are not one-and-done exercises. Same goes for your online presence, particularly your LinkedIn profile (and your organization’s).


Tags: LinkedIn tips, Sandra Long, LinkedIn for Personal Branding, Slideshare, thought leadership

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