LinkedIn

How colleges should be using LinkedIn

What is LinkedIn?Facebook for professionals

Much more than an online CV

A means of building relationshipsSocial media display platform

A way to communicateA (soft) sales toolA research tool

AdvertisingVacancies A PR tool Answers Groups

Polls

LinkedIn Stats

2002 – concept started in Reid Hoffman’s living roomApril 2003 = 4500 members

135m+ professionals around the worldNovember 3, 2011

31m+ members in Europe November 21, 2011

8m+ members in the UK December 6, 2011

Agenda

The college’s LinkedIn strategy

Building/optimising your profile

Building/optimising college profile

Building your network

Engaging employers/stakeholders

South Essex College needs a LinkedIn strategy for:

Senior Leadership TeamIncrease your network of business/stakeholder contacts to

help achieve college objectives

Business Development / CPD TeamsTo develop their full cost training and apprenticeships objectives

Marketing TeamTo promote the college and the college’s achievements in helping learners realise their objectives

Heads of Department / Trainers / Lecturers To engage with students / employers etc

Corporation memberProfessional networking etc

Colleges will have to adopt a comprehensive offline and online business development strategy in future – especially for apprenticeship, HE and full cost work

Offline lead generation via direct contact, referral and networking

Online lead generation via Google, LinkedIn and employer responsive web content…

The above can be managed to provide evidence for Ofsted et al

So Why Use LinkedIn To Engage Employers? Six degrees of separation

It’s where our target clients/ contacts are congregating…Business Networking site

Effective tool to keep in touch with your contacts

Will help you keep up to speed with what’s happening in your region and area of expertise – there are expert groups for most

things Help you position yourself as an expert in your field

Part of our lead generation strategyPart of our Search Engine Optimisation strategy

LinkedIn is about building relationships

Not a sales tool

Primarily for building your reputation through trust

Also showcasing your skills and branding yourself

Building Your profile

3 Key Phases:

1: Optimising Your Profile

2: Building Your Network

3: Engaging Your Target Audience

Optimising Your Profile

Most important part of your LinkedIn strategy

The biggest mistake is not to complete your profile

IndicatesWho you areWhat you doWhat benefits you can offer other people

Objective is to position you as an approachable, helpful expert in your field

Show that you can help solve problems

Keywords

Recommendations

Connections

More Keywords

Searchers

Summary

Social media links

People will look at your

Headline

Summary

Specialities

And evidence ….. e.g. recommendations

How to achieve 100% complete profile:

Getting Recommendations

Critical for credibility

Evidence from 3rd parties that you are good at what you do

Much more powerful than what you say about yourself

Shouldn’t ask for recommendations ……. spontaneous recommendations read better

Recommend others

Colleague recommendations aren’t as powerful as client recommendations but are worth considering in the early stages

Building Your Network

Can search for contacts .. Some will be recommended

Can use LinkedIn tools Will search your Outlook contacts and identify potential connections

Far more effective if you personalise an invitation to connect

Avoid the standard invite….

Search bar – search by people, company, jobs, groups etc.

Drop down box of companies

Personalise the search

Some Tips To Help Engage More Employers…

Check your Company Profile• Is it selling the benefits of your College?

For employers focus on promoting your employer provision / training / apprenticeships …. Not School Leaver offer

Your personal focus will depend on your area of interest

Searching for Contacts

Bloodhound search for aviation staff within 10 miles of Basildon

Say I want an introduction to the CEO at City and Guilds

All about Groups

• Join Groups that will help you achieve your objectives…

• Great way of expanding your network• Establish your credibility by sharing your

knowledge– Training e.g. legislation update for health and

safety – Don’t make too sales focused: goal is share

not close the sale..

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In Groups … can

• Search by locationE.g. Chamber of Commerce, Business

Networking Groups,

• Search by SectorE.g. Retail,

• Search By ExpertiseE.g. Training & Development

Add Value to Your Network & Groups…

• Always provide useful information:– Share information – articles, news, events,

surveys, questions, case studies, etc

Some Tips To Help Engage More Employers…

Optimise Your Profile• 100% Complete• FHE/Training Related Keywords• Don’t use too much jargon / FE

terminology • Update Status (keep it business

focused)• Share PowerPoint presentations etc

Get Recommendations

• Client – best endorsement

• Supplier – how professional you are

• Colleague – mention specific skills you want to promote

Join & Participate In Relevant Groups – Answer questions– Contribute to business discussions

Always check LinkedIn Profile before meeting prospective clients, interviewees etc.

Participate in discussions

Answer Questions

College LinkedIn Strategy1. Lead from the top – SLT to use as a demo to other

managers

2. Develop a policy to encourage use .. But protect the college from being brought into disrepute

3. Build / optimise personal profile

4. Develop your business objectives

5. Use LinkedIn in a way you feel comfortable with – e.g.

1. Search for existing/potential business contacts

2. Research local businesses

3. Join groups

4. Post / Answer questions