The document provides an overview of using the professional social media platform LinkedIn. It discusses how LinkedIn can be used for networking, finding jobs, sharing content and articles, and following thought leaders in your industry. The document gives tips on building your profile, connecting with others, joining groups, posting and finding jobs, using premium features, and staying up to date with LinkedIn updates through their blog. The overall message is that LinkedIn is a valuable professional networking and career development tool for individuals and companies.

1. Are You Connected?
Get LinkedIn!
Joe Kovacs, APR
June 6, 2013

2. Are You Connected? Get LinkedIn!
Social Media – Moving Online
 We are not doing anything new, we
are just doing the same things with
new tools, more often and with more
personal power (public
relations, networking)
 The “Caveman Principle”

3. Are You Connected? Get LinkedIn!
The Caveman Principle
 Human beings will
always be drawn to
participate in personal
communities and social
media can help drive
human connection
 When people see each
other regularly, they’re
more likely to want to
know them and do
business with them

4. Are You Connected? Get LinkedIn!
Social Media – Moving Online
 Social media is part of a communications
revolution (telephone, radio, television, etc.)
 Demographic trends point toward
technology as an increasingly popular
means of communication and not just
among particular age groups
 AICPA Horizons 2025

5. Are You Connected? Get LinkedIn!
Social Media – Moving Online
 Adapt!
 Before we start, let’s hear about you, your
experience with LinkedIn and what you
want to get from this workshop

6. Are You Connected? Get LinkedIn!
What Exactly is LinkedIn?
 A network where networking never ends
– Executives/board members: build
relationships with
donors, partners, media, industry
stakeholders, find board members
– Finance directors: find other CFOs, controllers
to solve common problems and challenges; talk
about compliance requirements
– Development directors: build fundraising
awareness and relationships with donors
– Public relations executives: stakeholder
relationship building

7. LinkedIn for Nonprofits
(nonprofit.linkedin.com)
 Any social
network:
goal-setting
is crucial
 Use LinkedIn
to find board
members
through
Board
Member
Connect

8. Are You Connected? Get LinkedIn!
How to Use LinkedIn Successfully
 Be a pub
crawling
champ! –
LinkedIn is
always evolving;
don’t let the
party leave you
behind

9. Are You Connected? Get LinkedIn!
How to Use LinkedIn Successfully
 Be a
Buddhist
monk – be
open with
others; better
yet, give!
 Give
resources, ins
ights, advice

10. Are You Connected? Get LinkedIn!
How to Use LinkedIn Successfully
 Be like Honest
Abe Lincoln.
Earn trust!

11. Are You Connected? Get LinkedIn!
BE THERE
“80 Percent of Success is
Just Showing Up”

12. Profile: Tell the world your story

13. Profile: Logged Out of LinkedIn

15.  A thoroughly
developed
profile will tell
users you
cared enough
to develop it
and should be
taken seriously

18. Build a Network – Add Connections

19. Build a Network – Add Connections

20. Are You Connected? Get LinkedIn!
Build a Network – Simple Search
 Basic search
– Add connections following network events
– Search by exact name and you will have a “connect” button

21. Are You Connected? Get LinkedIn!
Build a Network – Simple Search
 When you find who you’re looking for, click the
“connect” icon to pull up an invitation to connect

22. Are You Connected? Get LinkedIn!
Subscribe to a Premium Account

23. Are You Connected? Get LinkedIn!
Build a Network – Simple Search
 The generic
invitation to
connect is one
of LinkedIn’s
weakest
features
 Various ways
you might
know Mick

24. Are You Connected? Get LinkedIn!
Build a Network – Simple/Advanced Search
 A personalized
invitation will
improve the
chance they
will accept …
though I’m not
sure about
Mick Jagger

25. Are You Connected? Get LinkedIn!
Build a Network – Simple/Advanced Search
 Advanced
Search
– Search by
criteria, such
as
title, industry
and location
– For example:
find CFOs/
Controllers/
COOs from the
nonprofit
industry in the
DC region

26. Build a Network – Sharing Information
 The basics: share information with your
connections (and see what they share in return)

27. Build a Network – Add Connections
 Post resources for your connections

28. Sources of Information to Post
 Use a blog aggregator such as Feedly to pull together blog
subscriptions about issues facing the nonprofit industry

29. Tag Connections in Posts

30. Sending Messages

31. Sending Messages
 If you send or receive messages with those in your network whom
you don’t know well but with whom you have built trust, there is a
greater chance of positive engagement (different from email)

32. “Tagging” Connections

33. Removing Connections
 Cull your lists
occasionally to
keep the content
in your feed
current and
interesting
 Connections
interface on
LinkedIn is not
its greatest
strength

34. Company Page – Why When I Have a Website?

35. Company Page – Why When I Have a Website?
People visit LinkedIn to learn about topics,
individuals & companies
Public relations – Good for fundraising
campaigns esp. in connection w/Facebook
Tip: “like” every company post to share it
with your connections
Drive website traffic with appropriate links
Career opportunities will be discussed later
in the presentation

36.  Clicking the
Companies tab in the
header will show you
a list of the most
recent posts from all
the companies you
follow on LinkedIn

37. Services – details about your company

38. Are You Connected? Get LinkedIn!
Network!

39. Groups – Networking Communities (Search
for Communities of Interest)

40. Sample Group Page – LinkedIn Board
Member Connect

41. Joe’s Groups

42. More About
Groups
 Use group-
related
networking to
begin
discussions or
make
announcements
 Share posts
from blog
aggregators

43. Group Discussions

44. Group Promotions

45. Are You Connected? Get LinkedIn!
Tips About Interacting with Groups
 Tip: don’t take conversations offline too
quickly; build online relationships first to
establish trust:
– Start discussions and comment on active
discussions
– “Like” discussions and comments
– Share resources with your network

46.  Comments
posted to a
group will be
visible to your
connections as
well
 However, you
can change
your settings to
adjust this
feature

47. Should I and Can I Join the Group?
 How many
members?
 How old is the
group?
 Does group
participation
require
approval?
 Group statistics
are available on
the right
sidebar

48. Should I Participate?
 Some groups are
simply for branding.
You don’t need to be
engaged, but
membership in these
groups says
something about you
and your background
 Your connections can
help you determine if
the group is useful

49. Creating a Group – Manage Your Own

50.  Group logo
 Copyright
restrictions
 Group type
 Group summary/
description
 Owner email
 Access options
 Location
 Group openness

53.  Owners – controls
membership, discussions, settings, subgroups, rul
es, etc. Can transfer group ownership to another
manager
 Managers – same access but can’t close or
transfer group ownership
 Moderators – monitor discussions and
comments, manage submissions and moderation
queues; can feature discussions
Group Responsibilities

54.  Invite connections to join your group
 Invitations cannot be personalized but….

55.  Well, yes you can personalize your
invitations. Sort of…

56.  Customize message templates to communicate
with members (or hopeful members)

57. LinkedIn Signal
 LinkedIn Signal
(available from the
“News” menu)
allows you to find
information about
topics inside or
outside of your
network

58. LinkedIn Signal
 Find out
who is
talking
about
nonprofit
issues
 Hashtags
indicate
someone
is also
posting for
Twitter

59. Are You Connected? Get LinkedIn!
Managing Information

60. Managing Your Network
 Online
Rolodex
 Remove
connections
 Tagging
 Poor
interface
scrolling
through all
connections

61. Are You Connected? Get LinkedIn!
Gather Information About Your Profession,
Not What People Are Eating for Breakfast
 “It’s not the amount of information in social
networks that is the problem, it is the lack of
appropriate filters”
 Be selective about who you accept into your
network
– Accepting invitations from strangers may devalue
your feed
– Look for mutual connections or commonalities from
strangers
– Students and newbies to LinkedIn are often okay
– Avoid politics, unless connected to your nonprofit
mission

62. Manage
Group
Engagement
 Frequency of
emails to inbox
 Level of activity
 Don’t get actively
involved in too
many groups
 Leave group
option available

63. Manage What Information
Appears in Your Feed
 Keep in mind
that filtering
information
doesn’t
mean
seeking only
a small
amount of
information
 Scroll
regularly

64. Build a Network – Who Do People
Connect With?

65. Looking for a Job?

66. Are You Connected? Get LinkedIn!
Using LinkedIn Today to
Access the Latest
Insights about
Nonprofits and
Other Topics

67. LinkedIn Today
 One difference between LinkedIn and Twitter is that
LinkedIn is also a clearinghouse of articles and
industry-specific thought leadership.

68. LinkedIn Today – Channel-Specific Articles
 Articles range
across a variety
of industries
and topics
 Subscriptions
are available
 LinkedIn will
still show you
popular articles
from other
industries

69. LinkedIn Today – Channel-Specific Articles
 Different
channels have
different
numbers of
followers
 Click on the
“+” sign to
subscribe to a
channel

70. LinkedIn
Today
Channels
 Social
Impact used
to be
Nonprofit
Management

71. Influencers
 Influencers post
articles in
different channels
 Can follow posts
by influencers
from Channels
pages or
Influencers pages

72. Influencers
 Article
postings
 Follow thought
leaders to
have posts
emailed to you
 Thought
leaders have
thousands of
followers
 LinkedIn Today
articles share features of blogs (hybrid) – visitors have
the option to comment

73. New Age of
LinkedIn
 Link to Dan Roth video:
www.businessinsider.com/h
ow-linkedin-today-works-
2012-11
 LinkedIn is becoming more
about sharing professional
insights
 Articles have sharing
buttons/comments section
 LinkedIn has been about
introducing yourself for
eight years; now it is about
sharing useful information

74. Are You Connected? Get LinkedIn!
Jobs!

75. Post a Job
 You can buy a single job for 30 days or a package of jobs
(5-pack or 10-pack); price depends on what region of
the country you are in; track by area code
 Useful tips in the right-hand column, “Learn More”

76. Post a Job – How to Develop a Post

77. Post a Job – How to Develop a Post

78. Post a Job – How to Develop a Post

79. Are You Connected? Get LinkedIn!
Include Recruiter Details?
 Human Resources – at high risk for
connection requests? My human
resources specialist will accept
connection requests from strangers in
our industry but not from anyone else

80. Post a Job – Share Your Job Postings
 Jobs page
 Link to job
from
company
page
 Link to job
from the
jobs tab in
LinkedIn
groups

81. Post a Job – Group Jobs Tab

82. Searching for a Job

83. Building a Profile for Job Search – Be
Aware of Your Activity Broadcasts
 If you’re
developing
a profile to
begin a job
search, you
might want
to turn off
your
activity
broadcasts

84. Searching for a Job

85. Searching for a Job
 Sponsored
jobs are not
geographically
based
 Job
suggestions
are based on
keywords in
your profile

86. Job Search – Advantages of a Strong
Network

87. Interested in a Company –
Company Careers

88. Interested in a Company –
Company Careers

89. Updates: Jobs
 You’re not limited to companies whose pages
you follow

90. Job Posting – Habitat for Humanity
 Job layout
 How to apply
 Recruiter
contact
 Share job
 Save job
 Job post
details (# of
clicks)
 Network
connections

91. Job Posting – Habitat for Humanity
 Similar jobs
 Company
description
 “Apply on
Company
website”
 Job postings do
not appear on
aggregators
(SimplyHired.com
/Indeed.com)

92. Are You Connected? Get LinkedIn!
Additional LinkedIn
Features

93. Additional Features and
Considerations
Recommendations and endorsements
LinkedIn Premium
LinkedIn blog – stay current with
updates & strategies for using Linked

94. Skills and
Expertise:
Endorsements

95. Endorse Someone!

96. Recommend Someone!

97. Managing Your Recommendations

98. Provide a Recommendation

99. Provide a Recommendation

100. LinkedIn
Premium
Subscription
 Paid options
 View full
profiles
 InMail
 Introductions

101. LinkedIn
Premium
Subscription
- Job Search
 InMail
 Featured
Applicant
 Job Seeker
Group and
Webinar

102. LinkedIn
Premium
Subscription
- Talent
Finder
 Used by
recruiters
 Free
subscription
advertised for
nonprofits

103. LinkedIn Blog – stay on top of what’s
current and upcoming on LinkedIn
(blog.linkedin.com)

104. 4550 Montgomery Avenue, Suite 650N • Bethesda, MD 20814
Joe Kovacs, APR, Director of
Marketing
Email: jkovacs@grfcpa.com
Telephone: (301) 951 – 9090
Website: www.grfcpa.com
Questions & Answers