Linkedin

1. Introduction to LinkedIn

2. What we’ll be covering
 How to set up the perfect profile
 Ways to connect with your network
 How to shape your online presence
 How to manage relationships on LinkedIn
 Basics of LinkedIn Pages

3. LinkedIn Statistics

4. LinkedIn Statistics

5. LinkedIn Statistics

6. LinkedIn Statistics

7. LinkedIn Statistics

8. How to set up your profile

9. How to set up your profile
LinkedIn believes that success is when who you are lines up with what you do
Focus on brining your work accomplishments and career journey to life by
making people feel something

10. How to set up your profile
Concentrate on above the fold first
Profile picture
- Simple background
- Good lighting (near a window or in natural light)
- Smile
- Look at the camera
- From shoulders or elbows
- Dress for your industry
- Possibly get a photo shoot with a local photographer
if you have the budget to get that special photo
Ensure your profile picture is visible to everyone you
want to see it – Access via bottom left button when
editing photo

11. How to set up your profile

12. How to set up your profile
•Background picture
- Its one of the first things people see when
visiting your profile
- Most people don’t change this so it’s a great
way to make your profile stand out
- Your profile picture will be professional but
your background photo can show a little
more personality
- Canva has many LinkedIn templates that you
can customise
- Unsplash / Pixelbay are both great resources
for royalty free images

13. How to set up your profile
•Background picture
A few example ideas -
A photo of
• your workspace
• the tools of your trade
• an award or achievement
• your community, clients or employees
• things that shows off some of your interests or hobbies
• your city's skyline
• a quote that inspires you
• an abstract design in brand colours
Try not to use too much text as it can be hard to view especially
on mobile. Keep text down to a few of; job title, key services you
offer, companies you’ve worked with, social media handles,
contact details.
https://www.creatopy.com/blog/linkedin-background-photo-ideas/

14. How to set up your profile
Name Pronunciation
• Tool available through the mobile app only
• Use if your name is regularly mispronounced
• Can in certain circumstances be a barrier to
people getting in touch if they feel hesitant
due to embarrassment should they
pronounce it incorrectly
• Can also be used as an introduction rather
than a name pronunciation feature.
• Whatever you use it for you have 10 seconds
audio time

15. How to set up your profile
Cover Story Video
• You can add a 30 second video to your profile to introduce yourself
• Simply press the + next to your profile picture and the option will appear
• Profile picture then has a coloured ring when a video has been recorded
letting connection know its there.
• A great way of personalising your profile and something so few others are
doing!

16. How to set up your profile
Creator Mode

17. How to set up your profile
Tells a new connection – who you are, who you help and how you help them. A great
headline uses industry specific key words and states something specific about you and what
you do. Can choose to add your role but this isn’t essential but think about unique skills or
passions that might make you stand out. For example:
GRAPHIC DESIGNER
GRAPHIC DESIGNER SPECIALING IN LOGO DESIGN AND PERSONAL BRAND TOOLKITS
GRAPHIC DESIGNER WITH STRONG ADOBE LIGHTROOM BACKGROUND
To promote your company -
• Engaging value statement
• Ask open or rhetorical questions to encourage a response
• Share something personal to make you approachable
• Look at competitors for inspiration
https://www.linkedin.com/business/talent/blog/product-tips/recruiters-with-eye-catching-linkedin-profile-headlines

18. How to set up your profile
About
Tell your story, answer questions like
Who are you? What do you do?
Why your work matters?
Your contribution or impact?
How did you get to where you are today?
Why are you passionate about your career / business?
• Start with one key sentence, its own paragraph that hooks the reader, explains your professional motivation, passion or drive.
• Then paragraphs about your or your companies' greatest strengths or achievements
• Add an EXPERTISE section at the bottom, this is where you can pack in key words to make sure you appear on searches..
Quick tips
• Make sure its 40+ words
• Always use first person narrative
• Use media – attach photos / links etc
• Think of the summary as your elevator pitch

19. How to set up your profile
Featured
Profile section that lets you share your media
• Posts
• Articles
• Images
• Documents – Info graphic on your businesses positive
impact on previous clients
• Videos
• Links - These could be reviews of your business, press
articles etc
Try to keep it to under 5
When you add media ensure you edit the title and description.
What do you want to call attention to, read this blog post, visit
my portfolio, book a consultation.
What action do you want the person viewing your profile to
take?

20. How to set up your profile
Recommendations
• Build credibility on your profile through recommendations
• Give recommendations to receive them
• Send a message to connections with skills you’d like them to recommend you for.

21. How to set up your profile
Work Experience
• Less like a CV and more like a story of how you drive results, impact and change
• Try to use quantifiable results - % growth / awards etc
• Again, use first person narrative
• Short, concise paragraphs

22. How to set up your profile
Volunteer experience
• Gives a holistic view of you
• Can help explain gaps in work experience
Skills (endorsements)
• Add key skills to your profile for other users to endorse, these show your expertise and help build credibility
• Add a range of hard and soft skills that support your professional brand

23. LinkedIn Pages

24. LinkedIn Pages
Company page
Creating a company page

25. LinkedIn Pages
Company page
• As you type the name of your company in LinkedIn
autogenerates your public URL. This can be edited, and I’d
recommend getting it as close to your website address or
company name as possible
• Then select industry, company size (number of employees and
company type.
• Not all industries are listed so you unfortunately must pick the
closest one
Tagline
• A small 120 character introduction to your business
• Should start with a micro summary of what your business does
• A great place to include a call to action – eg click below to
contact us / Follow #cosmicuk
To create a company page, you much have –
• A personal page over 7 days old
• Personal information must match Company page info
• Personal profile strength must be intermediate or All star
• Company page must have a unique email domain
You can also only have one company page per personal profile
On average, fully completed LinkedIn
Pages get 30% more views

26. LinkedIn Pages
Company page – About us section (Description)
• Google previews the first 156 characters of your
description when it spears in search, so make sure
you start your description with strong copy
• You get 2000 characters here to add to your tagline
description of your company
• This area is the place to add relevant key words and
phrases to be discovered on LinkedIn and through
search engines
Some useful questions when writing your description
• What future do you want to help create?
• How will you help to create that future?
• What core values support your vision and decision
making process?
• What sets your brand apart?
• What are your core product or service offerings?
Also make sure you add a location to your page

27. LinkedIn Pages
Company page (Pictures)
• Profile picture similar features to a
personal profile, but where you’d put the
company logo
• Background photo, again similar to
personal profile, a snapshot of your
company at work, your workplace etc
• The background photo is also a great
place to put
- A call to action
- Pictures of products you offer
- Photos of your employees
- Social proof
- Brands you work with
- Places you’ve been featured – press or
PR
Think of creating background images
that could work on your employees'
backgrounds too then you can have
brand imagery across all their profiles
too

28. LinkedIn Pages
Company page
You also have various tabs on your LinkedIn page that visitors will see
above the fold
Video – this allows you to creat a video playlist. When a client clicks on
this tab LinkedIn will feature and automatically play your latest video
Below your latest video LinkedIn will display thumbnails for all your
video content
You can now upload custom thumbnails to show exactly whats in the
video
Another very powerful tab is Product – this was introduced last year for
all industry types
These pages enable you to show the services you offer
This could be a product, a link to book a call with you or a free opt in /
downloadable.

29. LinkedIn Pages
Showcase pages
These pages are an extension of your company
page.
Showcase pages are designed to highlight one
particular area of your business or cater to a
specific segment of your audience
A page might focus on a top product or service, a
sub-brand, an event or possibly showcase pages
for different customer personas.
Showcase page benefits
1. You can focus on your product or service in detail with a large custom banner and description
2. Like you company page, showcase pages include a section for company info and links to your website or other pages
3. Showcase pages are shown in LinkedIn search results. As such, they can be an effective way to drive traffic to your company page
and increase brand awareness
4. There is no side bar so other companies' details will not show up next to your products or services
5. You can post updates specific to a product or service
6. Users can follow specifically products or services that interest them
7. You can include details of related LinkedIn groups
8. They have an analytics section so you can see which of your posts are receiving the most engagement

30. LinkedIn Pages
Showcase pages – why you might not want to have one
1. They increase your workload. You’ll be posting to your company page, but your
showcase will require its own content to be worth following
2. You can dilute the messaging of your company page
3. If targeting content to distinct customer groups is one of your goals, you could use
the targeting feature LinkedIn already provides with your Company Page. This
allows you to target your updates by geography, job function, seniority and few other
criteria
4. Showcase Pages do not currently include a vanity URL, so you can’t promote them
as seamlessly as you can a Company Page. This is something LinkedIn are looking
into making available in the future.
Showcase Pages are beneficial if your company provides products or services
that each have distinct target audiences. If this is not the case, you probably
don’t need a Showcase Page.
Consider the content requirements too – do you have the resources to update
extra pages regularly?
https://www.hallaminternet.com/are-linkedin-showcase-pages-right-for-your-business/

31. LinkedIn Pages

32. Over to you
Step 1:
Head over to LinkedIn and look at a company page you already follow. If you
don’t have one, look at this great example
https://www.linkedin.com/company/xero/
Ask yourself :
 What are they doing well?
 What would you improve on?
 Is it clear what they do and what kind of company they are?

33. The Algorithm

34. The algorithm
What is LinkedIn’s algorithm?
Filtering - When you post the algorithm places your content into 1 of 3
categories – Spam / Low quality / Clear
Testing – The content is then shared with a small group of your
connection to see how popular it is. You’re wanting to avoid people hiding
or reporting your content as spam.
Best ways of avoiding these are asking yourself –
• Am I posting too much content?
• Is this post offensive to anyone?
• Is it relevant to your professional network?
Scoring – Different actions have different weights for the algorithm,
A ‘like’ would be 1 point, a comment 2 and a share 3 for instance.
The score will decide its fate, demoted or promoted to more people.
Real people assessment – If your content does well then it gets sent to
LinkedIn editors who will read your content and decide if it deserves an
even wider audience possibly even getting to the ‘Trending content’
section of the site.
https://www.socialchamp.io/blog/linkedin-algorithms-to-keep-in-mind-this-year/

35. The algorithm
How to beat the algorithm in 2022?
Choose the right time to post – The graphic shows general trends
but the key for you and your network is testing. Your audience might act
very differently to this depending on your industry.
Acknowledge the content LinkedIn wants – Focus on the professional
world, LinkedIn generally likes content that is –
• going to forward someone's career
• relevant to the industry you’re in
• offers tips on business growth
However, this content can vary massively as some industries professional
is very different to others and personal connection is becoming more and
more important.
Use the publisher tool – LinkedIn is prioritising posts originating from its
publisher.
https://www.socialchamp.io/blog/linkedin-algorithms-to-keep-in-mind-this-year/

36. Content

37. Content
Follow LinkedIn’s content rule
The 5-3-2 rule
For every 10 posts -
5 should be shared articles – try looking at trending articles in
the content suggestions tab for your industry
3 should original content – This can be explainer videos,
product or service announcements or any other content that
helps your followers solve a problem
2 should be fun or personal content that gives your brand
character and a human touch
Should post between 2-5 times a week between Tuesday and
Friday (don’t post more than once a day)

38. Content
Content that currently works well on LinkedIn..
Company news – Profit updates, new business initiatives
Holidays / Special occasions – Acknowledge special days on the
calendar with a brand post, own a pet shop, celebrate Love your pet day
on Feb 20th
Product updates
Video – like on all social media platforms video is king, getting
5x more engagement that a regular post
Not a lot of companies are using video so this is a great way to get
ahead of the pack and stand out
Charts and infographics – a great visual way to share stat based
information
Slidshares – LinkedIn slideshows, useful for mobile users as it makes
the post far easier to interact with if there are multiple images
Take time to research company posts in your industry and
consider what makes it interesting, or not. How does the post
encourage user engagement?

39. Content
Consider these content types -
• PDF’s and downloads
• Behind the scenes
• How to posts
• “Ask me anything” posts
• Testimonials and case studies
• Video tutorials
• Helpful industry tips
• User generated content
If you re-share a piece of content remember to add the why to tell
your community, why you are sharing this content with them
Focus on your customers – Problems they have that you can solve for
them
Focus on trying to educate – help them understand why your product
or service is right for them and how they will benefit from it.
FAQ – Try and answer questions your customers frequently ask
Always remember your audience is more likely to engage, embed,
share and comment on video content

40. Content
Educating your audience
• What are my customers / network struggling with?
• What are their greatest challenges?
• What knowledge do they need to overcome their objections?
• What questions come up often with customers?
• What knowledge do I have that they don’t?
• How can our services / products improve their lives?
• What are the objections that they might have that are preventing them from taking action?

41. Content
Tell your story, employee and client stories
Start
• How did you get started with the company?
• Why did you choose to join / set up the business?
• How has your position changed since your first day?
Accomplishment
• In your time in this role what are you most proud of?
• How has your business evolved since you first started it?
• How has your product or service helped a client?
Advice
• What advice would you give others that want to pursue a similar
path?
Formula to use to effectively tell an employee story -
• Their chapter 1 with the organisation
• A moment when they rose to the occasion
• Share a moment they are proud of
• Something that they learnt at your organisation
Send them a questionnaire with those questions to get the information

42. Content
Quick tips
• Upload videos natively (not a link to Youtube if you can help it)
• Add captions to videos (80% of video are watched without sound online)
• Make videos short (if adding a longer video, over a minute, add time stamps so people can jump to the section they
are interested in)
• Strategically repost videos
• Repurpose content from elsewhere
• Use humour
• Set yourself a reminder to check in on your feed / profile
• And BE SOCIAL!!

43. How to grow engagement

44. Engagement
What does engagement look like on LinkedIn?
• You can choose from 6 reactions to a post (like / celebrate /support / Love / insightful / curious)
• Comment on a post, it can be as simple as ‘well said’, but if you are truly looking to grow your network write a thoughtful response, and
mention the owner by @ them.
• Read the comments from a post and ‘like’ another persons comment (you can even reply to the person who wrote the comment to
engage with them directly)
• Re-share a post or article with your network
The more engagement you have with other people’s posts, the more likely you will start to show up on the news feed of people
outside of your network

45. Engagement
Keyword search
• When people use the search bar on LinkedIn, they
tend to search for companies or people they know
• Using Keywords or terms from your industry or
topic of interest will help you discover relevant
posts and content from like minded people.
Start engaging with these posts, and it will be a
sure way to get on people’s radar.
• Reacting and commenting on people’s posts is a
more authentic approach to making a connection.
This yields a higher success rate than “cold
connecting”
• Once you’ve search for a keyword and selected
the filter (People / Posts / Companies etc) you
can then filter further. Companies can be
filtered by location, industry and company size,
People by connections, location and current
company and so on.

46. Engagement
Influencers
• Following a LinkedIn influencer in your field or subject matter is a great way to curate your daily feed with content that you will want to
engage with and share with your community
• Recognising the importance of sharing relevant and trending topics on the platform
• LinkedIn publishes a list of ‘Top voices’ to follow at the end of every year. Naming accounts from different industries or from people
who cover a trending subject matter. Some good accounts to start with are -
• LinkedIn news – They have great
work-related topics and great “hot-to”
guides on job search, interviews and
networking
• Thrive Global – This organisation
publishes articles on work life balance,
a topic that everyone will find value
from and want to possibly share with
their network
• Business Insider – This account
publishes general business news from
across all industries, good content to
help promote your expertise in the
field.

47. Engagement
Mentions
• You can mention a person or company
when you post on LinkedIn
• Type “@” then enter name
• You do not have to connected to the
person or company to mention them
• A great way to get a person’s or
companies attention that you would
like to connect or work with.
Linking with employees
• Ask employees to link their page to
your company page
• Encourage employees to follow the
company page and to share your
content. Employees on average have
10x the reach of their company, so this
massively widens your audience
https://www.linkedin.com/pulse/how-correctly-link-your-personal-linkedin-profile-companys-dias/

48. Engagement
Hashtags
• You can use hashtags on your posts to make them more
discoverable
Questions to ask when choosing Hashtags
• Is there any activity on this hashtag?
• Which hashtags will my ideal clients be using?
• Is the hashtag too general?
• Is the hashtag Niche enough?
• You can also follow hashtags to enable you to find more
relevant content for you
• Simply search for the hashtag you wish to follow, click on
it, this then takes you to the hashtags home page and
gives you the option to follow
• If you click on the 3 small dots in the top right, you can
also go to a ‘discover hashtags’ page which will show you
more relevant hashtags to follow (this will only start to
populate once you start to follow other hashtags

49. Engagement
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10. Join here
Calls to action
These are key to encourage people to act when they see your content,
there are some generic examples below from LinkedIn, but the key is to
think about when a connection sees that content, what do you want them to
do next. Rather than hoping they do it, ensure you state a clear call to
action to encourage them to do it.
11. Become a member
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15. Follow these steps
16. Partner with us
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18. Try us out now
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20. Try it today
https://www.linkedin.com/pulse/20-calls-action-drive-engagement-james-g-beckwith/

50. Engagement
Asking questions
Asking questions encourages comments and therefore the organic reach of your
posts
• Share an article and solicit opinions
• Ask your audience to share advice
• Ask open ended questions
• Set up polls to stimulate engagement

51. Beyond this course
Analytics
A key place to see how your company page is doing.
You can see followers, visitors to your page as well as
selecting competitors to measure your page against as well
as many other features.
The best way of keeping track on what you are achieving on
the platform.
Groups
Groups must be set up by a personal account and not a
business page
Joining the right groups (based on demographics) can boost
your content reach, help demonstrate your expertise, be a
great sounding board to gain feedback and help you to solve
problems in your business.
https://www.linkedin.com/help/linkedin/answer/1164/linkedin-
groups-membership-overview?lang=en

52. Thank you
Please complete the feedback form for this course using the QR
code or this link.
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