{"id":545,"date":"2025-02-01T08:00:21","date_gmt":"2025-02-01T08:00:21","guid":{"rendered":"https:\/\/parwcc.com\/?p=545"},"modified":"2025-01-30T08:11:39","modified_gmt":"2025-01-30T08:11:39","slug":"linkedins-flawed-brand-can-boost-your-clients-profiles","status":"publish","type":"post","link":"https:\/\/parwcc.com\/linkedins-flawed-brand-can-boost-your-clients-profiles\/","title":{"rendered":"LinkedIn’s Flawed Brand Can Boost Your Clients’ Profiles"},"content":{"rendered":"

If you need more proof that most people don’t understand what a brand is and how to use it, consider LinkedIn.<\/span><\/p>\n

Originally, LinkedIn offered a very powerful brand. They promised its members an efficient and effective way to use genuine networking to move their careers forward. For the first time job seekers could reach out authentically and directly to people and organizations who might need their skill sets on their teams.<\/span><\/p>\n

But LinkedIn didn\u2019t carefully consider the power of the words they use and the product they delivered. Consider the major headings. It should have been no surprise when members saw a portion marked \u201cAbout,\u201d they took that word literally. They filled up the space with information about their background. But what hiring officials want to know is how someone is going to make them money. Said another way, the \u201cAbout\u201d section should be a concise and commanding statement of a brand.<\/span><\/p>\n

Let me use my own \u201cAbout\u201d section as an example:<\/span><\/h2>\n

\u201c<\/span>Rising, senior, and very senior executives worldwide who work with me rise above the frustrating business of applying for jobs. The best jobs seek them.\u00a0<\/span>I invite you to leverage my coaching and writing skills to win the career you’ve always deserved, get paid what you’re worth, and reduce career stress. We will go far beyond powerful r\u00e9sum\u00e9s and cover letters.\u00a0<\/span>Think of me as your professional career advocate and confidant\u2014the only one who understands your career needs at every level, the only one you can talk to with complete candor.\u00a0<\/span>Since actions are stronger than words I never send you to some faceless website\u2026\u201d<\/span><\/em><\/p>\n

As you know so well, a brand is more than a set of specific actions readers will see that prove the author will add value to their organizations. A brand must also identify the market your clients are targeting. Because most readers have very short attention spans, I recommend your clients identify their market right at the beginning of their \u201cAbout\u201d sections. Since I work exclusively with senior executives, my first sentence is designed to let them know what they will read applies to them directly.<\/span><\/p>\n

Your well-written \u201cAbout\u201d sections then expand upon the promises your clients make to future employers. Here\u2019s an example from a client whose specialty is business development for companies supporting the government\u2019s space programs:<\/span><\/p>\n

\u201cI cultivate a unique blend of leadership expertise, technical systems proficiency, and problem-solving skills at the intersection of federal processes and commercial technologies. These capabilities allow me to address and solve pain-points faced by companies leveraging future space technologies.\u00a0<\/span>Those often bring human and operational complexities. I own those challenges: making your vision irresistible to internal and external stakeholders.\u00a0<\/span>I lead your people to action \u2013 creating excitement and meaningful relationships that further propel your vision. It is my personal mission to advance our organizational goals while cultivating thoughtful relationships with those around me. When that happens, the greatest and most enduring benefit will go to those we serve and the people that make our organization great.\u00a0<\/span>I encourage you to email me any hour of any day or night at <\/span>johnsmith@gmail.com<\/span><\/a>. I promise a prompt reply.\u201d\u00a0<\/span><\/em><\/p>\n

LinkedIn continued their missteps by calling the next section \u201cExperience.\u201d<\/span><\/h2>\n

It should not have been a surprise that virtually every member copied and pasted a stripped down version of their usually ineffective r\u00e9sum\u00e9 here.\u00a0<\/span><\/p>\n

But experience isn\u2019t a laundry list of companies and dates. There are people who don\u2019t have ten years\u2019 experience; they have one year\u2019s experience ten times!<\/span><\/p>\n

Useful experience shows our clients growing professionally over the years. While their employers\u2019 names and the years they were with them provides context, success stories document how well our clients\u2019 adapt\u2014a vital capability in today\u2019s world. Consider this example from the same client:<\/span><\/p>\n

\u201cIn this position the challenge was as thrilling as the eventual rewards.\u00a0<\/span>Senior leadership tasked me to reassign portions of a key satellite program to new, external agencies amid a struggle for how we should grow and increase our resiliency.\u00a0<\/span>Of course, doubts arose from all sides. Would engineers lose key contracts? Would the Department of Defense lose services they relied upon?\u00a0<\/span>I listened\u2014really listened\u2014to their concerns. I made time to truly understand the goals\u2026I found agencies made assumptions that weren\u2019t solid. I carefully leveraged those missteps into advantages.\u2026I promised every agency I would get them every critical resource they needed\u2026they saw those new resources as the path to successful futures.\u00a0<\/span>\u2026By leveraging the strength of each agency partner we formed a coalition. The program, stalled for two years, was soon back on track because I led us to focus on value, not obstacles.\u201d<\/span><\/em><\/p>\n

Your more powerful \u201cAbout\u201d and \u201cExperience\u201d sections make writing a commanding \u201cHeadline\u201d (the text below your clients\u2019 names) easier. <\/span><\/p>\n

The \u201cHeadline\u201d is your clients\u2019 compact brand statement.<\/span><\/h2>\n

Thanks to you, your clients now have a powerful networking tool. You\u2019ve told them networking cannot be hoping potential hiring officials will somehow stumble across their profile. Reinforce that with numbers: LinkedIn has more than 1,000,000,000 members! If only one one-hundredth of them are looking for positions your clients are seeking, the odds they will be found are one in a million!<\/span><\/p>\n

Your clients\u2019 networking will start to pay off powerfully when their brand is seen by people who find it useful and respond positively. They are found in LinkedIn Special Groups. Guide your clients to sift through the many thousands of such groups to find the few that will work best for them. <\/span><\/p>\n

Here’s how it’s done.<\/span><\/h2>\n

Your clients can use appropriate keywords to find the best groups. Because the search function is not very precise, the number of hits will be large. These guidelines will help clients find the best groups for them.<\/span><\/p>\n

    \n
  • Older is better. The best groups have been around a long time because they consistently offer networking value to their members.<\/span><\/li>\n
  • Bigger is better. You want as many group members to learn about your clients brand as possible. That’s not very likely in a group that consists of fewer than 1,000 people.<\/span><\/li>\n
  • More focus is better. The best groups have posts that are truly useful. Off topic texts never show up.<\/span><\/li>\n<\/ul>\n

    Because your clients need to be visible in these groups, it’s best to limit their participation to two or three at the most. Trying to produce content for lots of groups every week will be a distraction, not an advantage.<\/span><\/p>\n

    Have your clients apply online to help both them and the group. When they ask to join a group, a manager or administrator will usually respond. Your clients can show their skill at networking by promising to be a valuable member of the group. To do that well, they can ask the administrator or manager what the key issues are now.<\/span><\/p>\n

    Those ideas will drive the content that your clients post. And they can use the same content to post to their entire LinkedIn network as well as the members of groups.<\/span><\/p>\n

    Guide your clients to produce engaging content. Have them ask questions to start building relationships. Consider this post to a group supporting marketing executives:<\/span><\/p>\n

    \u201cI suspect we\u2019re all struggling to find ways to make AI tools as useful and powerful as possible. Given that AI relies so much on the large language model, I’m searching for ways to make our marketing messages truly authentic. In other words, I want our content to sound like people speaking to people\u2014not like some distillation of text posted on websites.\u00a0<\/span>I’ve come up with some tentative ideas. But I\u2019d love to bounce them off of other group members to see what their approaches are. That’s too important to be left to a series of posts.\u00a0<\/span>If this issue concerns you as much as it does to me, let’s talk about it. If you can suggest days and times I’ll work hard to align my schedule with yours.\u201d<\/span><\/em><\/p>\n

    Once your clients have established strong relationships with other LinkedIn members, ask them to consider the next step: requesting recommendations. This has nothing to do with the idea of \u201cselling oneself\u201d many clients find uncomfortable. Consider this example:<\/span><\/p>\n

    \u201cMay I ask a favor please?\u00a0<\/span>Would you consider writing a LI recommendation for me? This has nothing to do with ego or vanity. Recommendations help me serve others.\u00a0<\/span>If you\u2019re willing, once you’ve written your testimonial, please e-mail it to me. Be as specific as possible. I\u2019ve included a brief guide to make the process easy.\u00a0<\/span><\/em>With many thanks for your time and consideration,<\/em>\u201d<\/span><\/p>\n

    I hope this article will help you deliver what so many clients really appreciate: you supporting them with value they never anticipated. Before you mentored them, many clients thought LI a useless time waster. After all, the networking invitations and emails\u00a0 they saw every day were little more than sales pitches.\u00a0<\/span><\/p>\n

    Your guidance does more than introduce clients to new approaches. You\u2019ll equip them to make networking easier, more productive, and a great deal more fun than they ever thought possible.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    If you need more proof that most people don’t understand what a brand is and how to use it, consider LinkedIn. Originally, LinkedIn offered a very powerful brand. They promised its members an efficient and effective way to use genuine networking to move their careers forward. 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Learn tactics to craft compelling "About" and "Experience" sections that showcase client achievements and value proposition. Discover the importance of targeted networking within LinkedIn groups and provide actionable strategies to your clients for building relationships and generating engaging content. 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