by Freddy J. Nager
Many managers have ineffectual LinkedIn profiles — if they have one at all. That’s because they think they don’t need one at this stage of their career. “I’m not job hunting — why should I bother?” That’s because LinkedIn isn’t just for job hunting anymore.
The Search is On…
A LinkedIn profile can serve as the power base for your professional life. it’s one of the first links people see when they Google your name. (Of course, many background searches are conducted on LinkedIn itself.) Those researchers may include journalists, recruiters, potential clients and investors. With all the concern about personal reputations and misinformation online, we should absolutely create and control our LinkedIn profiles to deliver an authoritative first impression.
The Way to Grow…
We’re all tired of hearing it: yes, we live in a global economy. Yes, borders have evaporated. And, yes, international trade offers a wealth of opportunities — if we have the right connections in the right places. So who can we turn to for help setting up an office, hiring competent and trustworthy native managers, overcoming bureaucratic red tape, or simply making reservations at an appropriate restaurant? Your organization may not be thinking expansion now, but when the time comes, it helps to have relationships with far-flung connections found and developed on LinkedIn.
Marketing for Extracurricular Ambitions…
Even if a manager is at the top of her game, she might harbor other ambitions, such as writing a book, appearing on TV as an expert, running for political office or teaching at a university. While some managers are well known outside their companies, most need a marketing boost to support these other pursuits. That’s why you should network before you need a publisher, an entertainment attorney, or a campaign manager. You should also use LinkedIn to promote your expertise and what makes you different (and more interesting) than the millions of other managers around the world.
Because You Never Know…
There’s no such thing as a secure job. Even at companies “too big to fail,” upper management and their teams are often replaced. A manager may claim she has nothing to worry about, but at some point she may be tempted to sell her company — or the company’s success attracts a takeover. On a brighter, more poetic side, the manager may want a complete change of pace or career, or move to another city for the lifestyle or a relationship. To facilitate these changes, it’s again valuable to network before it’s needed. It’s too late to say, “Now who do I know here?” after the big move.
Those are just a few of the reasons a manager — or an aspiring one — needs to have a well-crafted LinkedIn profile. (And, no, I don’t work for LinkedIn, nor do I own its stock.)
How does one craft an effective profile? That’s the topic for another blog, but in the meantime, LinkedIn offers its own guide, and you can also view the profiles of various “experts” and the top networkers on LinkedIn.
The key takeaway: your LinkedIn profile should represent you online. It’s your agent, it’s your brochure, it’s your public introduction. So take the time to think about what you want it to say. (By the way, I also hear it’s a great tool for finding a job…)
Freddy J. Nager teaches courses in social media, entrepreneurship and marketing at AULA. The founder of agency Atomic Tango LLC, Freddy has over two decades of professional experience in marketing and media, including 17 online. He previously worked for music label MCA Records and major ad agency Saatchi & Saatchi, and served such clients as Nissan & Infiniti, the NFL on Fox, Royal Caribbean Cruise Lines, National Lampoon and numerous startups. He holds a BA from Harvard University and an MBA from the University of Southern California.