This document provides tips for using LinkedIn to build a professional brand and market economic development organizations. It recommends executives create complete LinkedIn profiles with headshots, first-person summaries, and recommendations. The document also suggests using LinkedIn to establish thought leadership through content sharing and using the platform's tools to reach stakeholders, drive membership, advocacy efforts, and talent recruitment for chambers of commerce and economic development groups.

1. Andrew Phillips
Account Executive, US Economic Development & International Trade
LinkedIn Marketing Solutions
Building Your Professional Brand:
A Guide for Executives and Chambers

4. Source: DCI Winning Strategies 2017
of executives agree that the Internet, broadly
speaking,
is the most effective medium for marketing.
Business Is Trending Digital

5. LinkedIn Is the Social Network of Choice for ED
Professionals
Source: Winning Strategies 2017
Twitter
Blog forums
Facebook
YouTube
I do NOT use social media for business purposes
Other
Corporate
Executives
Location Advisors
38%
34%
9%
16%
20%
9%
5%
6%
74% Corporate Executives
82% Location
Advisors
30%
19%
53%
20%

6. Getting the Most out of LinkedIn
1. Rock Your Profile
2. Thought
Leadership
3. Content
Strategies

7. #1: Rock Your Profile
• Strong headshot
• Tell a story with
your summary
(First Person).

8. • Use keywords to
highlight
experience
• Include
recommendations
from colleagues,
clients, managers,
etc.
• Make sure your
employer is
properly aligned.

9. Want more on building your
profile?
aphill@linkedin.com

10. Section 2: Thought Leadership on LinkedIn

14. Section 3: Strategies for Chambers

15. Reach & Engage Stakeholders
• Drive Membership
• Advocacy
• Recruit and Retain
Talent

16. Drive Membership
• Target: Nashville
executives who were NOT
already members.
• Tactic: Upload company
list to LinkedIn and
exclude existing
members.
Nashville Area Chamber of
Commerce

17. Advocacy
• Target: Lawmakers in
Trenton, business
travelers in New
York/New Jersey.
• Tactic: Sponsored
content with messaging
and research opposing
the proposed tax.
Airlines for America: Jet Fuel Tax
Hike Opposition

18. Recruit and Retain Talent
• Target: Bay Area
engineers with specific
skills.
• Tactic: Sponsored
Content case studies of
Californians who had
successfully moved to
Michigan.
Michigan Economic Development
Corporation

19. 1
Rock Your Profile
Strong Headshot
First-Person
Summary
2
Get in the feed
Thought Leadership
3
Use LinkedIn tools to
build your region’s
reach and brand
RECAP

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Thank you!
aphill@linkedin.com