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Premium Playbook
Get the Most from LinkedIn 22
linkedin.com | 2
Welcome to
Premium!
LinkedIn is about establishing your professional
brand, growing your network, and being great
at what you do.
With Premium, you can take these goals to the next
level so you can discover who’s interested in you,
find the right people, and reach them faster.
Find People Faster
Stand Out and Get Found 03
07
Reach the Right People 13
Table of Contents
Stand out and get found
LinkedIn Premium now unlocks the power of YOU with features that allow you to stand
out from the crowd and get found for the right opportunities. Track your progress with our
tools so you can always look your professional best.
Look your best
linkedin.com | 4
Want to stand out on LinkedIn? As a Premium
member, you can attract people’s attention
with a larger photo and one of many beautiful
background images in our gallery – or upload
one of your own.
Also stand out in search results with a 2x larger
search listing that features more of your profile
summary.
Track your impact
linkedin.com | 5
Your Premium account gives you more visibility.
Track your impact with a full 90-day list of Who’s
Viewed You and an expanded top 100 list for
How Your Rank, which is a great way to see how
your LinkedIn presence measures up against
your peers.
Track your visibility with exclusive Premium
insights to help your profile get noticed by the
right people.
How often people viewed you
746profile views
Trends Last 90 days
81
54
27
0
May 18 June 15 July 13
Insights
Where your
viewers live
104 other
locations 1 Bejing City,
China
1 Saginaw,
Michigan area
3 Greater Los
Angeles area
33 San Francisco
Bay Area
Be yourself
As you update and complete your
profile to increase your chances of
getting found, make sure that the
images and descriptions you use are
authentic and genuine. Don’t try to be
someone you’re not.
Learn from your network
Use the “How You Rank” tool to identify
top profiles in your network to gain
inspiration for changes you can make to
your own profile.
Make your updates and then track the
impact it has on your ranking.
Don’t be afraid to reach out
When someone who’s viewed your
profile seems interesting, consider
sending a message to follow up.
It’s a great way to capture new
opportunities like job openings, sales
prospects, and industry connections.
linkedin.com | 6
Tips for getting more opportunities
Follow these three tips to take full advantage of your Premium features and insights.
✓ ✓ ✓
Find people faster
Searching doesn’t have to feel like a full-time job. Now that
you’re Premium, you’ve got access to tools that help you
search faster, more efficiently, and more successfully.
Zero in on the
people you need
It’s all about focus. Significantly cut down on
the time needed to find the perfect candidate,
prospect, client, or expert by using Premium
search filters.
Finely tune your searches when you filter by
years of experience, seniority level, job function,
company size, groups, and more. Premium
members get up to 8 additional search filters.
The upshot? You get fewer, better, and more
targeted results.
linkedin.com | 8
Advanced
First, find the Advanced link to the right of the search box at
the top of any page. Once you’ve clicked through, all of your
Premium filters have a gold LinkedIn logo next to them.
How it works
Be prepared with
key information
Want to make a great first impression with new
contacts? Before you reach out, take a look at their
profile to gather some insight on their background,
interests, and career path. You can use this info as a
conversation starter.
linkedin.com | 9
Activity Feed
Groups
Background
Experience, skills & expertise,
education, honors & awards,
projects, volunteering,
organizations, additional info
Following
News, Companies, Influencers
Recommendations
Easily stay on top
of your search
Once you’ve narrowed down your search to return
people who fit your needs, there’s no need to go
back and search again every time you want to find
new results.
Simply save your favorite searches, and we’ll send
you automatic alerts whenever new results appear.
Remember:
linkedin.com | 10
“I have set up saved searches for the groups of people who
typically buy my services and those skill sets of people I
typically hire. After setting weekly alerts, LinkedIn sends
me matches who I contact immediately and invite to meet.
LinkedIn brings me dozens of new prospective employees
and clients each and every week! It’s magical and my
network has grown immensely in a short time. ”
Eric Lambert
IT Staffing & Solutions Executive, Matrix
Members are always updating their profiles,
and approximately two new people join LinkedIn
every second, so search alerts help ensure
you never miss out on someone you might be
interested in.
Senior
American Organic Natural Product Industry
Company size: 11-50Relationship
Location
Current company
Industry
Past company
School
Groups
Years of experience
Function
Seniority level
Interested in
Company size
Fortune
When joined
Senior
1-10
✓
✓
✓
✓
American organic
Natural product industry
linkedin.com | 11
Premium search
in action
Jamie Schwartz’s organic food company
is growing, and now she needs to hire a small
team of people to handle increasing customer
inquiries. She uses her Premium search filters to
find senior-level candidates who currently work
at small companies and are fellow members of
professional organic groups.
Since she has limited time to spend looking
for relevant profiles, Jamie also sets up a Premium
search alert targeted at finding new members
and students, so she’ll be sure to catch entry-level
candidates who may be interested in an internship.
Target your ideal prospect
Whether you’re selling, job-hunting,
recruiting, or building your business,
you’ve likely got an ideal target in mind.
Premium filters let you focus on
reaching exactly who you need to
find, whether they be experience
executives, people who work at
SMBs, or any other specific segment.
Find common ground
Try joining LinkedIn groups that are
relevant to your target market. Then,
you can use the “Group” search filter
to find people who are members of
those groups – and tailor your
message accordingly.
Get alerted first
Use search alerts to be the first to
know when members newly fit your
professional needs, whether they have
acquired a new skill, have an updated
job function, make a move, etc.
linkedin.com | 12
Tips for success
Follow these three tips to search faster and more efficiently.
✓ ✓ ✓
Reach the right people
At its core, LinkedIn is all about people. Your Premium account gives
you powerful tools to easily – and credibly – get in touch with the
people you need on the world’s largest professional network.
Reach out
with InMail
Want to get in contact with someone who’s outside
your network? InMail gives you the ability to reach
out to any LinkedIn member, even if you’re not
connected.
There’s no barrier to getting started—you don’t need
their email address, phone number, or any other
specific contact information. If you don’t receive a
reply we refund your credit, automatically.
Whether your goal is to contact a sales prospect,
industry expert, hiring manager, or someone else,
InMail makes it easy.
linkedin.com | 14
InMail messages receive a response 2x more
often than cold calls
When you’re looking at someone’s profile, simply click
Send InMail to send a message directly to their inbox.
How it works
Connect Send InMail
linkedin.com | 15
InMail in action
Sam Liu, a video editor for an online magazine,
is interested in switching industries. He sees an
opening for an editor job at a leading online
gaming company and discovers that someone who
went to his college works at that same company.
He sends her an InMail message explaining their
connection and asks if she has some time available
to give him some insights into her company’s culture,
values and hiring process. After getting the inside
scoop from Marlena Jones, he is able to tailor his
resume and cover letter to the company and posi-
tion, increasing his chances of landing an interview.
Compose your message
To: Marlena Jones
From: Sam Liu
Subject: Editor position
Your message to Marlena:
Hi Marlena,
I noticed
linkedin.com | 16
Tips for success
Follow these three tips to create a compelling InMail.
Be engaging
Use your first message to start the
conversation and pique interest. Your
goal is to get a response, not to seal
the deal.
✓
Be concise
Keep it brief and to the point. You
have only a few seconds to capture
someone’s attention and convey the
value of your message.
✓
Be personal
Customized InMail messages get a
50% higher response rate. Scan
through the person’s profile to
reference any people or experiences
you share in common, and be specific
about why you’re interested in them.
✓
Leverage your
network
See someone you’d like to contact, but you’re
not directly connected? Maybe one of your
connections can help. If the person you’re interested
in is connected to someone you know—or even to
someone your connection knows—try asking for
an introduction.
Introductions offer a trustworthy way to reach out
through people you know in common, turning a cold
contact into a warm connection and increasing the
chance of a response.
linkedin.com | 17
Near the top of a second-degree or third-degree
connection’s profile, find the Get Introduced option in the
dropdown menu, next to Send InMail. You’ll be able to
choose a person you know who can introduce you, and
craft a message asking them for an introduction.
How it works
Connect Send InMail
Ask Jo for more info
Get introduced
Search for references
linkedin.com | 18
Introductions
in action
Sally Polaski is the founder of a flash sale website for
urban moms. To grow her subscriber base, what she
really needs is a partnership with some trendy,
popular kids’ clothing brands.
Sally identifies 5 people, including Jessica Lin,
in her extended LinkedIn network who are decision-
makers at the brands she’d like to worth with. Then,
instead of a cold call, she starts the conversation by
asking for an introduction to Jessica through her
connections—a more credible way to get in touch.
Sally Polaski
Jessica Lin
Angela Duffy
Robert Toledo
Get Introduced
linkedin.com | 19
Go above and beyond
Follow these three tips for a successful introduction.
Be purposeful
Clearly explain why you’re asking for
the introduction.
✓
Be specific
Remember that you’re asking for a
favor, so let the other person know
exactly how you’ll make good use of it.
✓
Be respectful
Just in case the other person isn’t
comfortable making the introduction,
provide an easy way for them to say no.
✓
Get the most from LinkedIn
Beyond your Premium features, don’t forget to make the most of LinkedIn’s
basic professional tools: perfect your profile, grow your network, and join the
professional conversation.
linkedin.com | 21
Perfecting your profile
When was the last time you polished your profile? Keeping your profile fresh and up to
date will help you get noticed, and it only takes a few minutes to make sure you’ve got
all of these in place.
Profile photo
Make a great first impression with a professional-
looking photo. The best are high-quality
headshots with simple backgrounds.
Education
Alumni often use LinkedIn to network and make
contacts, so make sure you’ve added the names
of any colleges and universities you’ve attended.
Skills & expertise
Adding skills and expertise makes it easy for your
connections to endorse you for your strengths
and knowledge, as well as helping you show up in
relevant searches.
Experience
Have you filled out descriptions for each of your
positions? Include the achievements you’re
proudest of to highlight your skills and qualifications.
Volunteer experience
This is a great way to connect with others who share
your passions. Plus, LinkedIn research found that 1 in
5 hiring managers has hired a candidate based in part
on volunteer experience.
Recommendations
Ask some of your connections—like clients, coworkers,
and business partners—to write recommendations of
your work. When making the request, try reminding
them of your past projects and accomplishments.
Growing your network
A larger network increases your chances of finding jobs, business opportunities,
candidates, leads, and customers. Here are some of the easiest ways to make
meaningful connections.
linkedin.com | 22
Add your email contacts
There’s a good chance that a lot of
people you know are already on
LinkedIn. The easiest way to find
and connect with them quickly is to
search your email contacts.
To get started, find the Add
Connections link at the top of your
homepage. You can select as many
or as few people as you’d like before
sending invitations.
Find other people you may know
LinkedIn offers personalized
recommendations of people we
think you might want to connect with,
based on what we know about you.
Once you click People You May Know
in the top right of your homepage, you
can keep exploring and discover more
connections based on school, past
jobs, and more.
Connect as soon as you meet
Make it a habit to actively connect on
LinkedIn with new people you meet
every day. There’s no better time to add
someone to your network than shortly
after being introduced, when your
meeting is fresh in their mind.
Connecting over LinkedIn is also
a great way to continue to build a
relationship with someone new.
Joining the
professional
conversation
Have you ever shared an interesting link with your
network—or found out about something cool from
an article on LinkedIn?
By participating in the discussions taking place
throughout LinkedIn you can keep yourself top
of mind with your connections and build your
professional reputation among your peers. Check
out some more ways to get insights and enhance
your professional brand.
Joining a LinkedIn group is a great way to meet
like-minded people and have conversations about
topics that matter to you.
Discover groups relevant to your interests
Looking for inspiration? LinkedIn Influencers are an
exclusive group of thought leaders—from Richard
Branson to Barack Obama—who publish original
content on LinkedIn.
Read big ideas from thought leaders
At the top of your homepage, you’ll see personalized
recommendations of news we think you’ll be interested
in. This makes it easy to keep up with what’s happening in
your industry, so you’ll always have a conversation starter
at the ready.
Try sharing one of these articles to start a conversation
and see what your network thinks!
Stay on top of industry news
linkedin.com | 23
Reach the Right People and Opportunities with LinkedIn Premium

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Reach the Right People and Opportunities with LinkedIn Premium

  • 2. Get the Most from LinkedIn 22 linkedin.com | 2 Welcome to Premium! LinkedIn is about establishing your professional brand, growing your network, and being great at what you do. With Premium, you can take these goals to the next level so you can discover who’s interested in you, find the right people, and reach them faster. Find People Faster Stand Out and Get Found 03 07 Reach the Right People 13 Table of Contents
  • 3. Stand out and get found LinkedIn Premium now unlocks the power of YOU with features that allow you to stand out from the crowd and get found for the right opportunities. Track your progress with our tools so you can always look your professional best.
  • 4. Look your best linkedin.com | 4 Want to stand out on LinkedIn? As a Premium member, you can attract people’s attention with a larger photo and one of many beautiful background images in our gallery – or upload one of your own. Also stand out in search results with a 2x larger search listing that features more of your profile summary.
  • 5. Track your impact linkedin.com | 5 Your Premium account gives you more visibility. Track your impact with a full 90-day list of Who’s Viewed You and an expanded top 100 list for How Your Rank, which is a great way to see how your LinkedIn presence measures up against your peers. Track your visibility with exclusive Premium insights to help your profile get noticed by the right people. How often people viewed you 746profile views Trends Last 90 days 81 54 27 0 May 18 June 15 July 13 Insights Where your viewers live 104 other locations 1 Bejing City, China 1 Saginaw, Michigan area 3 Greater Los Angeles area 33 San Francisco Bay Area
  • 6. Be yourself As you update and complete your profile to increase your chances of getting found, make sure that the images and descriptions you use are authentic and genuine. Don’t try to be someone you’re not. Learn from your network Use the “How You Rank” tool to identify top profiles in your network to gain inspiration for changes you can make to your own profile. Make your updates and then track the impact it has on your ranking. Don’t be afraid to reach out When someone who’s viewed your profile seems interesting, consider sending a message to follow up. It’s a great way to capture new opportunities like job openings, sales prospects, and industry connections. linkedin.com | 6 Tips for getting more opportunities Follow these three tips to take full advantage of your Premium features and insights. ✓ ✓ ✓
  • 7. Find people faster Searching doesn’t have to feel like a full-time job. Now that you’re Premium, you’ve got access to tools that help you search faster, more efficiently, and more successfully.
  • 8. Zero in on the people you need It’s all about focus. Significantly cut down on the time needed to find the perfect candidate, prospect, client, or expert by using Premium search filters. Finely tune your searches when you filter by years of experience, seniority level, job function, company size, groups, and more. Premium members get up to 8 additional search filters. The upshot? You get fewer, better, and more targeted results. linkedin.com | 8 Advanced First, find the Advanced link to the right of the search box at the top of any page. Once you’ve clicked through, all of your Premium filters have a gold LinkedIn logo next to them. How it works
  • 9. Be prepared with key information Want to make a great first impression with new contacts? Before you reach out, take a look at their profile to gather some insight on their background, interests, and career path. You can use this info as a conversation starter. linkedin.com | 9 Activity Feed Groups Background Experience, skills & expertise, education, honors & awards, projects, volunteering, organizations, additional info Following News, Companies, Influencers Recommendations
  • 10. Easily stay on top of your search Once you’ve narrowed down your search to return people who fit your needs, there’s no need to go back and search again every time you want to find new results. Simply save your favorite searches, and we’ll send you automatic alerts whenever new results appear. Remember: linkedin.com | 10 “I have set up saved searches for the groups of people who typically buy my services and those skill sets of people I typically hire. After setting weekly alerts, LinkedIn sends me matches who I contact immediately and invite to meet. LinkedIn brings me dozens of new prospective employees and clients each and every week! It’s magical and my network has grown immensely in a short time. ” Eric Lambert IT Staffing & Solutions Executive, Matrix Members are always updating their profiles, and approximately two new people join LinkedIn every second, so search alerts help ensure you never miss out on someone you might be interested in.
  • 11. Senior American Organic Natural Product Industry Company size: 11-50Relationship Location Current company Industry Past company School Groups Years of experience Function Seniority level Interested in Company size Fortune When joined Senior 1-10 ✓ ✓ ✓ ✓ American organic Natural product industry linkedin.com | 11 Premium search in action Jamie Schwartz’s organic food company is growing, and now she needs to hire a small team of people to handle increasing customer inquiries. She uses her Premium search filters to find senior-level candidates who currently work at small companies and are fellow members of professional organic groups. Since she has limited time to spend looking for relevant profiles, Jamie also sets up a Premium search alert targeted at finding new members and students, so she’ll be sure to catch entry-level candidates who may be interested in an internship.
  • 12. Target your ideal prospect Whether you’re selling, job-hunting, recruiting, or building your business, you’ve likely got an ideal target in mind. Premium filters let you focus on reaching exactly who you need to find, whether they be experience executives, people who work at SMBs, or any other specific segment. Find common ground Try joining LinkedIn groups that are relevant to your target market. Then, you can use the “Group” search filter to find people who are members of those groups – and tailor your message accordingly. Get alerted first Use search alerts to be the first to know when members newly fit your professional needs, whether they have acquired a new skill, have an updated job function, make a move, etc. linkedin.com | 12 Tips for success Follow these three tips to search faster and more efficiently. ✓ ✓ ✓
  • 13. Reach the right people At its core, LinkedIn is all about people. Your Premium account gives you powerful tools to easily – and credibly – get in touch with the people you need on the world’s largest professional network.
  • 14. Reach out with InMail Want to get in contact with someone who’s outside your network? InMail gives you the ability to reach out to any LinkedIn member, even if you’re not connected. There’s no barrier to getting started—you don’t need their email address, phone number, or any other specific contact information. If you don’t receive a reply we refund your credit, automatically. Whether your goal is to contact a sales prospect, industry expert, hiring manager, or someone else, InMail makes it easy. linkedin.com | 14 InMail messages receive a response 2x more often than cold calls When you’re looking at someone’s profile, simply click Send InMail to send a message directly to their inbox. How it works Connect Send InMail
  • 15. linkedin.com | 15 InMail in action Sam Liu, a video editor for an online magazine, is interested in switching industries. He sees an opening for an editor job at a leading online gaming company and discovers that someone who went to his college works at that same company. He sends her an InMail message explaining their connection and asks if she has some time available to give him some insights into her company’s culture, values and hiring process. After getting the inside scoop from Marlena Jones, he is able to tailor his resume and cover letter to the company and posi- tion, increasing his chances of landing an interview. Compose your message To: Marlena Jones From: Sam Liu Subject: Editor position Your message to Marlena: Hi Marlena, I noticed
  • 16. linkedin.com | 16 Tips for success Follow these three tips to create a compelling InMail. Be engaging Use your first message to start the conversation and pique interest. Your goal is to get a response, not to seal the deal. ✓ Be concise Keep it brief and to the point. You have only a few seconds to capture someone’s attention and convey the value of your message. ✓ Be personal Customized InMail messages get a 50% higher response rate. Scan through the person’s profile to reference any people or experiences you share in common, and be specific about why you’re interested in them. ✓
  • 17. Leverage your network See someone you’d like to contact, but you’re not directly connected? Maybe one of your connections can help. If the person you’re interested in is connected to someone you know—or even to someone your connection knows—try asking for an introduction. Introductions offer a trustworthy way to reach out through people you know in common, turning a cold contact into a warm connection and increasing the chance of a response. linkedin.com | 17 Near the top of a second-degree or third-degree connection’s profile, find the Get Introduced option in the dropdown menu, next to Send InMail. You’ll be able to choose a person you know who can introduce you, and craft a message asking them for an introduction. How it works Connect Send InMail Ask Jo for more info Get introduced Search for references
  • 18. linkedin.com | 18 Introductions in action Sally Polaski is the founder of a flash sale website for urban moms. To grow her subscriber base, what she really needs is a partnership with some trendy, popular kids’ clothing brands. Sally identifies 5 people, including Jessica Lin, in her extended LinkedIn network who are decision- makers at the brands she’d like to worth with. Then, instead of a cold call, she starts the conversation by asking for an introduction to Jessica through her connections—a more credible way to get in touch. Sally Polaski Jessica Lin Angela Duffy Robert Toledo Get Introduced
  • 19. linkedin.com | 19 Go above and beyond Follow these three tips for a successful introduction. Be purposeful Clearly explain why you’re asking for the introduction. ✓ Be specific Remember that you’re asking for a favor, so let the other person know exactly how you’ll make good use of it. ✓ Be respectful Just in case the other person isn’t comfortable making the introduction, provide an easy way for them to say no. ✓
  • 20. Get the most from LinkedIn Beyond your Premium features, don’t forget to make the most of LinkedIn’s basic professional tools: perfect your profile, grow your network, and join the professional conversation.
  • 21. linkedin.com | 21 Perfecting your profile When was the last time you polished your profile? Keeping your profile fresh and up to date will help you get noticed, and it only takes a few minutes to make sure you’ve got all of these in place. Profile photo Make a great first impression with a professional- looking photo. The best are high-quality headshots with simple backgrounds. Education Alumni often use LinkedIn to network and make contacts, so make sure you’ve added the names of any colleges and universities you’ve attended. Skills & expertise Adding skills and expertise makes it easy for your connections to endorse you for your strengths and knowledge, as well as helping you show up in relevant searches. Experience Have you filled out descriptions for each of your positions? Include the achievements you’re proudest of to highlight your skills and qualifications. Volunteer experience This is a great way to connect with others who share your passions. Plus, LinkedIn research found that 1 in 5 hiring managers has hired a candidate based in part on volunteer experience. Recommendations Ask some of your connections—like clients, coworkers, and business partners—to write recommendations of your work. When making the request, try reminding them of your past projects and accomplishments.
  • 22. Growing your network A larger network increases your chances of finding jobs, business opportunities, candidates, leads, and customers. Here are some of the easiest ways to make meaningful connections. linkedin.com | 22 Add your email contacts There’s a good chance that a lot of people you know are already on LinkedIn. The easiest way to find and connect with them quickly is to search your email contacts. To get started, find the Add Connections link at the top of your homepage. You can select as many or as few people as you’d like before sending invitations. Find other people you may know LinkedIn offers personalized recommendations of people we think you might want to connect with, based on what we know about you. Once you click People You May Know in the top right of your homepage, you can keep exploring and discover more connections based on school, past jobs, and more. Connect as soon as you meet Make it a habit to actively connect on LinkedIn with new people you meet every day. There’s no better time to add someone to your network than shortly after being introduced, when your meeting is fresh in their mind. Connecting over LinkedIn is also a great way to continue to build a relationship with someone new.
  • 23. Joining the professional conversation Have you ever shared an interesting link with your network—or found out about something cool from an article on LinkedIn? By participating in the discussions taking place throughout LinkedIn you can keep yourself top of mind with your connections and build your professional reputation among your peers. Check out some more ways to get insights and enhance your professional brand. Joining a LinkedIn group is a great way to meet like-minded people and have conversations about topics that matter to you. Discover groups relevant to your interests Looking for inspiration? LinkedIn Influencers are an exclusive group of thought leaders—from Richard Branson to Barack Obama—who publish original content on LinkedIn. Read big ideas from thought leaders At the top of your homepage, you’ll see personalized recommendations of news we think you’ll be interested in. This makes it easy to keep up with what’s happening in your industry, so you’ll always have a conversation starter at the ready. Try sharing one of these articles to start a conversation and see what your network thinks! Stay on top of industry news linkedin.com | 23