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LinkedIn Communications for Nonprofit Leaders

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I presented on how nonprofit leaders can use LinkedIn for networking, public relations and job search purposes. The presentation also covered how to build relationships, appropriate LinkedIn etiquette and strategies to become a thought leader through participation in LinkedIn groups. The event was hosted by the Nonprofit Roundtable of Greater Washington.

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LinkedIn Communications for Nonprofit Leaders

  1. 1. LinkedInCommunications for Nonprofit Leaders Joe Kovacs, APR Marketing Director September 27, 2012
  2. 2. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal-oriented Approach to LinkedIn• Goal #1: Networking• Goal #2: Public relations (branding)• Goal #3: Thought leadership (branding)• Goal #4: Job Search 2
  3. 3. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni First…Build Your Profile!• Work history, photo, education• Publications and certifications, skills and expertise, recommendations• Social networks to which you belong• LinkedIn helps you complete your profile 3
  4. 4. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #1: Networking• Personal Connections Everyone relevant to your nonprofit’s goals (colleagues, friends, industry partners, volunteers and customers) Ongoing connections from meetings, networking events and partnerships 4
  5. 5. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #1: Networking• Networking via Search Find people you know and who you met at networking events Search for individuals in particular categories (Premium account provides you with more filters) Search for companies—access to their employees that follow them 5
  6. 6. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #1: Networking• Networking via Search – Options 1. Find people you know then connect with offline 2. Leverage current LinkedIn connection to get introduced to someone found through search 3. Reach out to someone on LinkedIn through fee- based InMail option 6
  7. 7. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #1: Networking• Network Management (I)  Don’t accept strangers’ invitations without a personalized introduction (don’t “follow” either)  Scan/scroll through LinkedIn 2x - 3x a day  “All Updates”: colleague activity (social media champions?); groups your connections join; shares—what your connections are sharing 7
  8. 8. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #1: Networking• Network Management (II)  Meet people through existing network (we use during bidding process)  LinkedIn relationships should mirror real-life relationships (don’t ask for inappropriate intros.) 8
  9. 9. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #1: Networking• Network Management (III)  Don’t try to take online connections offline too soon without reason; new connections should get to know you through your posts/participation 9
  10. 10. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #2: Public Relations (Branding)• Public Relations / Branding (I)  “Share an Update” messages—most basic  Post articles and notes about your company, industry, achievements, publications, events, congratulations notices, news  Share other people’s posts, comments, “Likes”  Frequency: 1x daily when possible; “Latest Activity” shows participation 10
  11. 11. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #2: Public Relations (Branding)• Public Relations / Branding (II)  Share 5 pieces of valuable content for every promotional item shared on LinkedIn  Send LinkedIn mail to connections about events, fundraisers or accomplishments but do so sparingly – don’t be aggressive! 11
  12. 12. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #2: Public Relations (Branding)• Public Relations / Company Branding (I)  Post mission and services—more people on LinkedIn than any company’s website (visibility)  Posts: news/announcements about nonprofit (visibility); measure impressions, clicks, shares  Place follow company button on website, electronic signature and on other social networks 12
  13. 13. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #2: Public Relations (Branding)• Public Relations / Company Branding (II)  Personal vs. company posts—some identical, others are specific to individual or company (Joe’s e.g.: PR)  Drive traffic to your website (get more details)  Followers learn about your work, achievements, employment opportunities  # of followers not a great metric, but if the # grows, it reflects good visibility and positive perceptions 13
  14. 14. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #3: Thought Leadership (Branding)• LinkedIn Groups – Research and Join (I)  Groups relevant to your industry or position  Review discussion items and participate—ask questions, respond with answers, post articles  Become an influencer—begin conversation-generating discussions 14
  15. 15. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #3: Thought Leadership (Branding)• Nonprofit Groups - examples Nonprofit Professionals  Nonprofit Leadership Jobs in Nonprofits Alliance Alliance for Nonprofit  Philanthropy Network Management  Nonprofit CEO Network Nonprofit Professionals  Social Media for Nonprofit Forum Organizations BoardSource 15
  16. 16. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #3: Thought Leadership (Branding)• LinkedIn Groups – Research and Join (II)  Your connections know when you post a discussion item or response to a group  “Follow” as on Twitter—not a good idea; use LinkedIn for relationship-building connections 16
  17. 17. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #3: Thought Leadership (Branding)• Group management (I)  People belong to groups for branding purposes (visibility on their profiles)  Options to receive ldiscussion items on a daily or weekly basis, whenever they happen or never 17
  18. 18. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #3: Branding/Thought Leadership• Group management (II)  Find out which connections belong to groups and their experience interacting with the groups  # of members may reflect popularity/usefulness  Closed groups may have more valuable information (less advertising) though not as much input  Promotions tab for professional service partners 18
  19. 19. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #3: Branding/Thought Leadership• Relationship-building in groups  Strategically useful to get involved in groups and discussions w/individuals you want to get to know  Example for GRF: Accounting Today group  Longer-term strategy – may be better than (or useful to accompany) a direct request to connect 19
  20. 20. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #4: Job Search• Profile tips to optimize search  Complete profile  Get recommendations  Profile keywords should be carefully determined for maximum effectiveness / “Skills & Expertise”  “Jobs You May Be Interested In” profile item 21
  21. 21. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #4: Job Search• Search for Jobs  Single keyword search  Advanced search—additional search parameters  Industry: Nonprofit Organization Management  Left column—change parameters to see new results 22
  22. 22. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater Washington Future Executive Directors Alumni 23
  23. 23. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #4: Job Search• Company Search  Company pages – job listings  Job descriptions show helpful information – person who posted, similar job, who you are linked to  Sign up to company pages – receive feeds including job postings  Find recruiter for connection purposes 24
  24. 24. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater Washington Future Executive Directors Alumni
  25. 25. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater Washington Future Executive Directors Alumni
  26. 26. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #4: Job Search• Tools for Effective Job Searching  Save Jobs tab / Saved Searches  LinkedIn for mobile  Use referrals from your network – personalize!  Premium subscription options ($29.95 / $49.95) • InMail – responses guaranteed, Profile Stats Pro • Profile: Top keyword searches and # of views • Search by salary range 27
  27. 27. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Summary: LinkedIn a Tactical Option for Communications Planning (not a Strategy!)• Utilize LinkedIn tools to help achieve goals• “Color inside the lines” to avoid information overload 28
  28. 28. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Communications Planning – SMART goals• Examples of SMART goals: Introduce yourself to five potential new funders over a three-month period Connect with ten potential new volunteers Become a thought leader in two industry groups to generate visibility with key journalists/bloggers Find three new jobs to apply for in one day 29
  29. 29. LinkedIn Communications for Nonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Quick Summation of Other LinkedIn Features• Apps—lots of features (add a blog, TripIt, Slideshare to add presentations)• Industry News—good nonprofit industry news and sources of information to share• Premium service 30
  30. 30. 4550 Montgomery Avenue, Suite 650N • Bethesda, MD 20814 Connect with Us Joe Kovacs, APR Email: jkovacs@grfcpa.com Telephone: (301) 951 – 9090 Website: www.grfcpa.com Visit:

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