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LinkedIn Building Credibility

When a business is represented on LinkedIn, it is represented through the person who created the profile. Therefore, credibility is gained not by the company’s presence, but by the actions of the individual within the LinkedIn network. As mentioned above, an individual who utilizes the “givers,” rather than the “gainers” mentality, will be more successful.

Credibility can be built through several avenues:

Through Your LinkedIn Profile

A person’s profile provides the chance to make a good first-impression on a new connection. Many people, when creating their profile, use it as though it is an online resume. This, however, is not effective as the LinkedIn profile asks for more information than is usually found on a resume. In fact, the most effective profiles on LinkedIn are those that share personal as well as business information. According to Safko, “People buy from other people, not from other companies.”

So how do you, as a professional, gain credibility through your profile?

1. Fill it in completely: One of the first mistakes LinkedIn users make is not filling out their profiles completely. This includes filling in their employment history for at least the past five years, with a description of the responsibilities, large projects, and major clients pertinent to each job. Equally important is a person’s picture. Including an appropriate-for-business photograph, even if it is just a snapshot, immediately makes people more comfortable. Not only will past connections recognize a person more easily, but it also makes people who have not had personal introductions feel as though they already know each other.

Another key point that should be mentioned is the importance of making the profile interesting. It should be more than a laundry list of experience or interests. It needs to generate interest in the person beyond his or her role as a representative of a business; who they work for is secondary to who they are. This leads to the next point.

2. Use the first person: It has been found that using the first-person (I/we/us) is more effective at reaching people than the third-person (he/she/it), which is principally used for business writing. Again, the profile is not a resume or business document, it is a quick glimpse into the personality of an individual, so that personality needs to shine through.

3. Use keywords: Using keywords, much like optimizing a website with Google or other search engines, is how people find each other. Using industry-specific terms when creating a profile can mean the difference between being found and being overlooked.

4. Get personal, but not too personal: In his article “How to Use Social Networking Sites to Drive Business,” J.J. McCorvey writes, “Profiles allow you to include things like hobbies, favorite music, etc. Including tidbits like these can make your page feel warmer and more personable.” He goes on to warn, “Don’t be the ‘TMI’ poster boy or girl. (i.e. ‘The wife and I are on our way to have dinner – kids are with the grandparents’).” Including hobbies and interests connects people, and in many cases, gives them a reason to make contact. Too much information, or information not appropriate for a business audience, on the other hand, can inhibit a desire to connect.

Answering Questions

A fundamental networking strategy, whether used in a weekly scheduled meeting, a weekend conference, or online, is to be seen as the person with answers. Whether it is giving a referral for a plumber to a colleague whose toilet overflowed, or providing information on a product or service, if knowledge is useful and shared, it gives credibility to the information provider.

Lewis Howes, in his e-book LinkedWorking, states that “if you continue to put yourself out there and provide useful information for those who need it, then they will begin to see you as a thought leader and an expert in that industry.” He goes on to say that earning expertise is easy. First, one must look at the discussion boards and find questions in the areas in which they have knowledge. By simply browsing the categories, an individual can find categories they are familiar with. Then, once a question has been found, answer it. The answers need to be made public. It does not benefit a business owner to give a helpful answer and not have that answer seen by everyone who is also looking into it. If the answer is clear, concise, and helpful, other users will begin to view the answerer as an expert.

Through Endorsements/Testimonials

Here is where “strong” connections can be extremely beneficial to a business professional. It is to the benefit of an individual to write an endorsement, or testimonial, for every direct contact they have. Not only will this posting be visible to everyone in a user’s network, but to everyone in that user’s contacts’ network. Again, this creates visibility and keeps the professional’s name in front of a large audience. Perhaps more importantly, offering an endorsement prompts the endorsee to write one in return. Again, this posting will be seen throughout both networks of people. Plus, every time that profile is viewed, potential connections will recognize that other professionals believe in the product or service being provided.

By Posting Blogs and Articles

One strategy many Internet marketing companies suggest to their clients is writing and publishing articles and blogs on their web pages and online magazines. These blogs and articles not only help with exposure and web optimization, but they also help professionals establish themselves as the experts and leaders in their industry. LinkedIn offers tools that connect users’ blogs from their web pages to their LinkedIn accounts. Every time a new post is made, it automatically shows up on the pages of everyone they are connected with, thereby reinforcing those individuals as experts.

By Joining Groups

Joining groups on LinkedIn not only increases spheres of contact, but because people are not automatically granted membership, the exclusivity also creates an appearance of expertise. After all, if users are not knowledgeable in their industry, the group would not have accepted them.

This idea can be seen in everyday business practices. In the reception area of offices, a visitor can see certificates of membership to various organizations, whether it is a small business networking group, a chamber of commerce, an industry-specific organization, or a charitable community organization. Membership gives the appearance of value – specifically that a business or individual has something to offer others that entitles them to be a member of that group. Being a member of a group on LinkedIn has the same effect.