LinkedIn Board Member Connect webinar

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Overview on how nonprofits can use LinkedIn to find board members and skilled volunteers.

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  • Hello Everyone, My name is Omar Garriott and I’m on the LinkedIn for Good team. I am here today with Meg Garlinghouse, the esteemed head of LinkedIn for Good. We are so excited to present today on the LinkedIn Board Member Connect program. I’ll spend the first 20 minutes of this session presenting some material on the program and products, and then we’ll switch over to Q&A.Now to get some logistics out of the way. If you want to ask us questions along the way, please post them in the webex Q&A module. We will try to answer them along the way and once the webcast is over. Please send them to all participants or all panelists, not just the host, so that our panelist, Meg, can also see your questions. 1) If you are having trouble hearing us, we suggest you listen to the webcast through headphones connected to your computer. 2) Lastly, and most importantly- we will send everyone on this webcast an email a few days from now confirming your free premium subscription upgrade, as well as a sending a recording and PDF of this session. We will upgrade the LinkedIn account associated with the email address provided when you logged into web2ex today and we will email that same email address, so if that’s not the right email or the email you want tied to your premium subscription, please jump out of this session and log back in with the right email address. This also means that you need to be logged into the webex for us to know you attended, not just listening via a phone. I’ll give you all a moment to log back in if you want to switch email addresses.


  • Alright, Let’s get going!

    We are going to do a quick review of nonprofits on LinkedIn, touch on why LinkedIn created this program and then dive into the LinkedIn network and the steps you should take today to put your best foot forward on LinkedIn. We’ll then spend the bulk of our time together going through the Board Member Connect program, including the brand new LinkedIn Volunteer Marketplace where you can post your board opportunities. then we’ll jump into Q&A
  • LinkedIn is the largest global professional network with a mission of connecting talent with opportunity at massive scale.

    Sometimes people think of “talent” as just employees but we mean more than that. We believe talented people are looking for all types of opportunities- traditional work, volunteer efforts, mentorship – everything

    And at LinkedIn, we’re working to help make those connections.

    Over 313MM members worldwide, hockey stick growth in members. This is the place to find and connect with professionals and opportunities. Variety of benefits to nonprofits. If you’re not making full use of it, you’re missing out.

  • So you might be wondering- are there even any nonprofits on LI
  • Scale when it comes to nonprofits.
    So yes in fact there are. You probably wouldn’t be here if there weren’t.
    LinkedIn has over 6.8 Million nonprofit professionals on the network, from over 200,000 organizations, representing 205 countries. This is a large and important segment on LinkedIn and one that we are very passionate about supporting.
  • So you might be wondering- are there even any nonprofits on LI
  • Hundreds of nonprofit professionals posted for Giving Tuesday, as well as several of our ‘Influencers’ – luminaries including Bill Gates, Ban ki-Moon, and Beth Kanter
  • Without any promotion…as of this morning almost 3.5MM members raised their hands on their profiles. These are talented and engaged professionals with a real skill set that can help advance to mission. It’s super easy to find them. We’ll get into this.

  • Which brings us to Board Member Connect
  • LinkedIn Board Member Connect is a program that helps nonprofit leaders find high quality board members.
  • So why did LinkedIn decide to start this program?
  • Meeting with tons of nonprofits, Listening to the community, we understood (what all of you already know!) that finding and recruiting high quality board members was a huge source of friction for nonprofits. We also recognized that as the world’s largest professional network, we had a unique opportunity to relieve some of this friction and wanted to do just that.

    You all know this personally. There is a huge need for board members, 2 Million board seats need to be filled every year

    The great news is that professionals want to fill these seats. 78% of professionals want to join a board.

    So we created Board Member Connect to connect those professionals with your nonprofit boards.
  • What LinkedIn does as a business is connect talent with opportunity at massive scale.
  • So what if we directed this towards board recruitment? we could certainly put a dent in the 2 million open board seats!

    it would enable you to reach your existing network more efficiently AND reach beyond your network
  • We’re about to get started

    So just to pause for a second. We’ve given you background on linkedin and why we’ve developed this program

    Let’s move onto you using LinkedIn to find board members
  • Here are three things you can get going on right now.

    To effectively use LinkedIn, you’ll need all three.

    Create a strong LinkedIn profile to establish your identity on LinkedIn.

    Connect with your existing board members so that you can see into their networks while you’re looking for new board members

    And establish your nonprofit’s company page on the site. This is the way you brand your organization on the world’s largest professional network and communicate with key audiences.
  • We’ll start with your profile as Step 1.

    You have a profile. Let’s talk about how to improve it.

    All of these aspects dramatically improve your LinkedIn profile: a profile photo, a summary of your experience and aspirations, your educational information, your volunteer and causes, and your work experience.

    Here’s beth’s profile
    2 things that stand out: her photo and her summary. She has a great memorable photo. And a strong summary.

    She also has the volunteer and causes field filled out. This is where you can tell the world the ways in which your volunteer, the causes you care about, the organizations you support, and in what ways your would like to donate your time and talent, be that skills based volunteering or nonprofit board service.

    It’s so important to add your volunteer and causes field because the information shares with your network. So if one of your board members adds your organization to her profile, her network will learn about that. It also shows up in keyword searching, so if someone searches for the name of your organization on LinkedIn, all of your supporters who have added your organization to the volunteer and causes field will come back in the search results.
  • We recently updated the volunteer and causes field and added the ability for our members to share the ways in which they would like to donate their time and talent. You can signal this information yourself and you can also use it to gauge the potential interest level of a professional who you’re considering contacting. You can also reference this in your inmails when you contact professionals, saying something like “I see on your profile that you’re interested in joining a nonprofit board” and using that to start a conversation.
  • Step 2. Connect with existing board members.

    This might be the most important step in this entire process. The Taproot Foundation did a bunch of research that shows that board members are often the best connections to people and resources. And as you know, they are the ones who are responsible for helping you identify additional board members for your organization. We strongly recommend that you connect with them, your staff, your donors and your volunteers.

    Let’s talk about these degrees of connections for a moment.

    I’m the green bubble
    Meg and I are connected, so she’s in this dark grey circle
    Meg is connected to Joe, which makes Joe my second degree connection, and means I can reach out to Joe and anyone else in Meg’s network.
    Joe’s connections are my third degree network
    And there’s no need to count beyond that.
  • These 2nd and 3rd degree connections are extremely important.

    Connecting with your board just increases your second and third degree connections and your total connections overall.

    To recap:
    Your 1st degree connections are people you connect with directly.
    Your 2nd degree connections are when you have a shared connection.
    3rd degree connections are once removed from 2nd degree – in other words, it is a shared connections’ connection.

    It’s not just your network when you search, it’s also your second and third coming up in search, allowing you to go beyond your immediate network
  • OK so we’ve talked about your profile, we’ve also talked about the importance of connecting with your board, now let’s talk about the final step to take today which is creating or improving your company page.

    Just one point of clarification here, Company Page is really just a name for the tool. All organizations have company pages, including nonprofits, so don’t let the word “Company” throw you off.

    Create your nonprofit’s company page. This is a very important step because professionals on LinkedIn will look to your company to learn about your nonprofit. When organizations don’t have company pages, LinkedIn members frequently question the legitimacy of the organization. So you’re best off avoiding that by building a strong company page.
    To do that, be sure to add an image, your logo, and a description of the organization
    3. Your community of supporters, the number of followers on your company page, also shows the world that you are a real organization. And the strength and networks of those followers also say a lot. So definitely invite your board members and supporters to follow your company page.
    4. Finally, you should post frequent updates on your page, and ask your members and supporters to re-share those updates. Most action on LinkedIn is driven by one member seeing the updates of another member. So when your board members re-share your updates, they are increasing the chances of their networks learning about your organization and potentially following your page as well.

    I want to pause for a second here because we’ve seen some questions come in about company pages and there seems to be come confusion between pages and profiles. When you’re setting up your company page, you do not need to create a new account or profile for it. Instead, within your own personal account, click on interests in your top navigation bar, then click companies. Once you’re on the next page with all company pages that you follow, you will see, on the right side, an option to create a company page. Click on “create” there.
  • So just to recap here.

    Create a strong LinkedIn profile

    Connect with your existing board members to see into their networks

    Build a nonprofit company page to communicate with your supporters.
  • LinkedIn Board Member Connect is a program that helps nonprofit leaders find high quality board members.

    It was built on the premise that by leveraging your network and those of your connections--you can identify quality talent interested in helping you achieve your mission.
  • This is something we are extremely excited about! - How can LinkedIn empower you to find the right talent for your organization – including board members & pro bono talent?

    LinkedIn Board Member Connect was built for exactly this purpose. It was built to empower organizations with the tools, skills and network needed to find and connect with the right talent.

    The program includes:

    Free Premium Subscription for 1 year
    LinkedIn Group – tips and tricks
    Webcast – right now! Stay tuned for others
    Best practices
  • We keep mentioning your premium subscription. Now I’m going to tell you about what it actually does
  • Your LinkedIn premium subscription is one of LinkedIn’s recruiting tool.

    With the premium subscription, you can do advanced searches leveraging advanced features, and then contact those individuals that come through on the search via inmail or introductions.

    You are then able to assess the potential fit of the member based on the members’ network and profile data


  • Starting with Advanced Search

    If you are in front of your computer, and on LinkedIn.com, you can see the word “advanced” next to the search bar

    I think advanced search is our best, least appreciated, tool. You can click there now to see some of the great search facets.

    Advanced search includes some of the basic facets you all have now, like location and title.

    With your premium subscription, we’re opening up the additional search facets, including group membership, years of experience, and company size.

  • Here you can see an advanced search

    I wanted to search for designers who works at Google, live my area, and are interested in board service.

    So I filled out those fields here.

    Golden boxes, you’d see these are premium facets. Those indicate fields in this image that are not part of your basic account but will be available to you when you upgrade to talent finder.

    I’m especially excited to show you the “nonprofit interests” section that I have in the orange box here.

    This is a brand new search facet! You can now search specifically for the members who have signaled their interest in board service, on their profile, in the field that I showed you before. While 78% of professionals want to join a nonprofit board, so you should search more broadly than just this subgroup, the members who have signaled this interest are particularly ripe for contact and enthusiastic about board service.

    If you’re wondering what to search for, think about your board composition. You want to search for professionals who will bring a skill set that meets a need of your board.

    You can also visit the board source website, where they have tons of free material to help you assess your board composition.
  • Here are search results.

    Let me walk you through some of these areas of the page.

    On the left hand you can change the search criteria – see just like booking a flight on Kayak– by area industry, seniority and company. search facets with the gold icon are the premium search facets that you only have access to with premium accounts.

    You also have management tools that allow you to save and organize the searches

    You can also see full profies for 3rd degere connections so you can really get a sense of who they are before messaging

    And finally, one click inmail – to either contact them directly or ask to get introduced through the mutual connection.
  • The biggest barrier to inmail is sending the first one! now that you have found them, it’s time to reach out

    Your premium subscription includes 10 inmails/month – and they are response guaranteed – if you don’t hear back the credit is rolled over.

    One quick point on whether it is better to ask for a intro or send a warm message to a 2nd degree – it depends. Anecdotally we have heard of great success by inmailing the 2nd degree connection directly and referencing the shared connection.

    If you ever want to know how many InMails you have available, go to Settings. Under the account area you will see InMail, this is where you can see your available balance and when your next InMail grant will occur.
  • Now that you all agree with me that you should definitely send InMail. Here’s how to do it.

    1. Only inmail the right fit members.
    2. Keep your inmails short but specific, personal, and actionable. (remember to check to see if they currently volunteer or they have indicated an interest in board service and include that information in your inmail)
    3. And tell them how your organization stands out.

    We know the “cold call” or “cold inmail” in this case can be a little intimidating. But what we’ve seen over the last year of running this program is that people love to get “cold inmails” about board service. You’re not selling them kitchen nives, you’re offering them an opportunity to be on a board. 78% of professionals WANT to join a board. You are really opening a door for these professionals to something that they want. They will be thrilled to hear from you.
  • The second part of the Board Member Connect tool box is the LinkedIn Board Member Connect Group. This will be a fantastic tool to share information and best practices, to ask questions, and to give us feedback

    It’s a place for you all to support each other in using this tool. I strongly encourage you to join and to be active participants. We will be actively monitoring the group and answering questions as they come up.

    This s a community and a forumn and we want to hear from you!

    I know many of the callers here today are from the group. We really appreciate your participation and hope you are enjoying the group. Please let us know if you have thoughts on how we can improve it.
  • Now we’re going to move onto posting job descriptions for board opportunities
  • This January, LinkedIn launched a volunteer marketplace in partnership with taproot, catchafire, volunteermatch, and board source.

    You can now post you volunteer and board opportunities on LinkedIn at a 90% discount on the price of a standard job posting in your region. As members of the Board Member Connect Program, you’ll each receive three free board postings. The link to these free postings will be in that same follow up email that has your link to your free talent finder account.
  • When writing your board posting, it’s important to keep in mind the LinkedIn system to maximize your fit with the applicants.

    First, a few requirements, your board posting title must begin with the words “volunteer board member” and you must include the line “LinkedIn for Good volunteering” at the end of your position description.

    Second, only post board opportunities scoped around a specific skill set. So instead of recruiting for any board member, remember to recruit for the skills you need, such as a finance expert or an HR expert. And describe those skills in your posting.

    There are more resources on board postings and some templates from boardsource available in our resource center on nonprofit.linkedin.com.
  • One quick example here

    Berkeley Food and Housing is a nonprofit using Board Member Connect

    The wanted to find a local architect to join their board to advance their work on affordable housing

    They reviewed many profiles in depth and selected several to inmail.

    One of those inmails was targeted at a local architect named Caroline Nassif

    She was thrilled to be approached by Berkeley Food and Housing and has since joined their board.
  • Link to webinar, Link to deck.
  • LinkedIn Board Member Connect webinar

    1. 1. Succeeding with LinkedIn Board Member Connect
    2. 2. ©2014 LinkedIn Corporation. All Rights Reserved. Agenda  Nonprofits on LinkedIn  Program background  A few actions to take today  Using the Board Connect Program toolkit  Volunteer Marketplace and Board Postings  Success Stories  Q&A 2
    3. 3. What is LinkedIn?
    4. 4. LinkedIn connects talent with opportunity at massive scale. ©2014 LinkedIn Corporation. All Rights Reserved.
    5. 5. LinkedIn and Nonprofits
    6. 6. Nonprofits are using LinkedIn ©2014 LinkedIn Corporation. All Rights Reserved. 8 Million+ Nonprofit Professionals 6 205 Countries Nonprofit Organizations 200,000+
    7. 7. LinkedIn Members
    8. 8. Our members are the most charitable with their time and treasure (of any social network) ©2014 LinkedIn Corporation. All Rights Reserved. 8 http://mashable.com/2014/09/18/social-media-charity/
    9. 9. Millions of our members want to use their skills for good ©2014 LinkedIn Corporation. All Rights Reserved. 9
    10. 10. What is LinkedIn Board Member Connect?
    11. 11. LinkedIn Board Member Connect is a program that helps nonprofit leaders find high quality board members. ©2014 LinkedIn Corporation. All Rights Reserved.
    12. 12. Why did LinkedIn decide to start this program?
    13. 13. Board Recruitment is a large marketplace run solely on relationship based outreach ©2014 LinkedIn Corporation. All Rights Reserved.  Nonprofits have enormous need and difficulty recruiting high quality Board Members • Approx. 2 Million board seats need to be filled annually • Skill based selection is emerging as a central piece of recruitment  There is significant interest the professional community to serve on nonprofit Boards • 78% of professionals would like to join a nonprofit board • Serving on a board is a powerful way for professionals to develop their identity and impact  Your network is the most effective channel for Board Member recruitment • 74% of board members are responsible for recruiting new board members • 90% of board recruitment is done through personal and professional contacts Current State Sources: Booz Allen, Board Recruitment in the Nonprofit Marketplace, 2002; Taproot Research. LinkedIn Nonprofit research May 2012 13
    14. 14. LinkedIn connects talent with opportunity at massive scale. ©2014 LinkedIn Corporation. All Rights Reserved.
    15. 15. What if you could use our platform to find your next board member? Leveraging your existing network and reaching beyond your network. ©2014 LinkedIn Corporation. All Rights Reserved.
    16. 16. Getting Started
    17. 17. 3 things you should do TODAY! 1. Complete your LinkedIn profile 2. Connect with existing board members 3. Establish your nonprofit’s LinkedIn Company Page ©2014 LinkedIn Corporation. All Rights Reserved. 17
    18. 18. Step 1: Improve your LinkedIn Profile  Profile picture  Summary & skill set  Education  Volunteer Experience & Causes  Detailed work experience for at least 3 recent positions ©2014 LinkedIn Corporation. All Rights Reserved. 18
    19. 19. Volunteer and board aspirations on profile ©2014 LinkedIn Corporation. All Rights Reserved. 19
    20. 20. Step 2: Connect with Existing Board Members ©2014 LinkedIn Corporation. All Rights Reserved. 20 Your Connections Your 3rd degree Connections Your 2nd degree Connections Connect with…  Board members  Staff  Donors  Volunteers Out of NetworkOON YOU
    21. 21. Why connections matter…especially with your board ©2014 LinkedIn Corporation. All Rights Reserved. 21 645 110,000 1st Degree 2nd Degree 3rd Degree 4,000,000
    22. 22. Step 3: Establish Your Nonprofit’s Company Page ©2014 LinkedIn Corporation. All Rights Reserved. 22 1. Create your nonprofit’s company page 2. Add an image, logo and short description 3. Encourage your board members and supporters to follow you 4. Use updates to communicate with your board members and supporters
    23. 23. Recap: 3 actions to take TODAY! 1. Complete your LinkedIn profile 2. Connect with existing board members 3. Establish your nonprofit’s LinkedIn Company Page ©2014 LinkedIn Corporation. All Rights Reserved. 23
    24. 24. LinkedIn Board Member Connect Program
    25. 25. LinkedIn Board Member Connect ©2014 LinkedIn Corporation. All Rights Reserved. 25
    26. 26. Premium Subscription
    27. 27. Making the right match with LinkedIn Premium 1. Search with Premium facets and enhanced profile visibility 2. Reach potential matches by connecting via InMail, Introductions 3. Assess potential fit using profile data and network information ©2014 LinkedIn Corporation. All Rights Reserved. 27
    28. 28. Advanced Search The key to finding great talent! Once you build your profile and begin building your network, LinkedIn provides an easy to use search tool that lets you find and connect with the right individuals. ©2014 LinkedIn Corporation. All Rights Reserved. 28 Basic Facets  Location  Title  Education  Company  Industry Advanced Facets  Groups  Years of Experience  Job Function  Company Size  And more…
    29. 29. Advanced Search ©2014 LinkedIn Corporation. All Rights Reserved. 29
    30. 30. ©2014 LinkedIn Corporation. All Rights Reserved. 30 Premium search facets Management tools One click InMail Full names and profiles for 3rd degree
    31. 31. InMail field to personalize ©2014 LinkedIn Corporation. All Rights Reserved. 31
    32. 32. Top 3 InMail Tips 1. Target, target, target. Look for members who: – Seem engaged on LinkedIn (full profiles, sharing content, etc) – Indicate some interest in nonprofit world (skills, volunteer experience, etc) – Have commonalities with you / other leadership members 2. Make the first InMail short, personal and actionable. – Less effective: I’d like to connect with you on LinkedIn to talk to you about an idea – More effective: I am writing to see if you are open to a conversation about joining a local school board. From LinkedIn, I see that we both know Bob Brown, Eliza Bennett and that you are passionate about education reform. Let me know if you have 15 minutes for a chat. 3. Communicate a point of difference. – Less effective: ‘a local school board’ – More effective: ‘the board of our school, which is piloting a new model for digital learning’ ©2014 LinkedIn Corporation. All Rights Reserved. 32
    33. 33. Board Member Connect Group
    34. 34. Join… the Board Member Connect LinkedIn Group  Ask… questions of other program members and LinkedIn staff  Share… stories, experiences, and tips  Connect… with other members to build out your network ©2014 LinkedIn Corporation. All Rights Reserved. 34
    35. 35. Board Member Posting in the Volunteer Marketplace
    36. 36. LinkedIn’s Volunteer Marketplace ©2014 LinkedIn Corporation. All Rights Reserved. 36
    37. 37. Free Board Postings in the Volunteer Marketplace ©2014 LinkedIn Corporation. All Rights Reserved. 37
    38. 38. Success Story
    39. 39. Berkeley Food and Housing Project CASE STUDY  Challenge: Berkeley Food and Housing Project provides housing and food programs to the homeless. They wanted to find an architect who could advise on affordable housing and commercial tenant improvement issues. Search criteria included: – Local: within 10-25 miles of Berkeley, CA – Skilled: Architect with land use, urban development experience – Diverse: Young or mid-career professional / female  Solution: Board member was recruited in less than two months. – Reviewed top profiles in-depth and circulated for board input. – Sent InMails for a variety of board profiles; one InMail was targeted at the architect role to which the candidate responded enthusiastically. – Met individually, then with the board and toured the agency. – Elected onto the board within 2 months of the initial InMail. “We would have never known each other without LinkedIn – she didn’t know our organization and we didn’t know she was looking for a board. ©2014 LinkedIn Corporation. All Rights Reserved. Terrie Light Executive Director 39
    40. 40. Next Steps
    41. 41. What should you do now? ©2014 LinkedIn Corporation. All Rights Reserved. 41  We will send you a Thank You email confirming your premium subscription and a link to the exclusive Board Member Connect Group – This email will go to the email address you used when signing into WebEx today – We will upgrade the LinkedIn account associated with the email address you used when signing into WebEx today – Click the group link in the email to join the Board Member Connect Group and start engaging with the community there
    42. 42. Some parting words…  Start using it! Don’t wait for your next board meeting’s agenda item – find potential board members today – Just one premium subscription per organization (usually the Executive Director or Board Chair) – Identifying a potential board member is the first step in recruitment  Take advantage of LinkedIn and BoardSource resources – BoardSource Board Recruitment Center – LinkedIn for Nonprofits Resources: http://nonprofit.linkedin.com/ – LinkedIn for Good Slideshare: http://www.slideshare.net/LinkedinforGood – Board Member Connect Group on LinkedIn – LinkedIn for Good on Twitter: https://twitter.com/LinkedIn4Good ©2014 LinkedIn Corporation. All Rights Reserved. 42
    43. 43. nonprofit.linkedin.com
    44. 44. Q & A

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