Sat, 23 June 2018
Welcome to episode 214. Due to time constraints, this will be a much shorter episode than normal but I did want to focus on company pages and specifically the issues that I have with them. But first..... Interesting Stuff I Saw This Week
LinkedIn Kudos - My thoughts The day after I published last weeks episode, I got the new kudos feature (and the Q code, see below). Having played with Kudos for a while, I'm not that impressed.
I also got the new QR code feature
This not only went viral but it's also a really good post that asks a great question. I like to think I make some good videos but this guy is a real pro (and a listener to the show) Company PagesThis subject came back into my view this week when Tony Restell posted this; Can you believe it?!!! The more I thought about, the more I realised that this was a major weakness of the job posting and company page process on LinkedIn. So I decided to try it out myself! Firstly I took one of my fake/testing accounts and changed their employment to my company on LinkedIn. This has always been a frustration for many of us - literally anyone can say they work for your company! The next stage was to try posting a job As you can see, I made it clear that this was a fake vacancy! The interesting thing was that I was able to use the email address associated to the personal profile so all job applicants would come to that emails inbox! I then set the PPC rate and bingo, the job posted! The only caveat is that despite the above, I actually couldn't find the job on LinkedIn! Could this be because they have blocked the ad? That is possible but I suspect it is actually just a current glitch with job postings. I also had an interesting conversation this week with someone who was advocating the use of their company page "What are you getting from your page" I asked. "We get a high number of page impressions" was the answer. "And what do they give you?" pause...... "It's good brand exposure" Is it really? Company page posts gain almost zero engagement - they often attract Likes (mainly from employees) but very few posts attract comments. If you get comments, you know for a fact that someone is paying attention to your post, in addition it gives you the opportunity to build a relationship with them. It's the main reason to post and by far the most important metric - Likes are 'two a penny', Shares simply don't work and page impressions are a meaningless figure (how do we even know they are true?). If you can prove that your posts (updates) are sending a decent number of people to your website. I don't mean LinkedIn per se, I mean specifically updates. If they are then your activity has some value but otherwise, without comments you are achieving very little (apart from showing that your page is active). Why don't people comment?
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Sat, 16 June 2018
Welcome to episode 213. A big thanks to everyone who contributed with ideas of LinkedIn mistakes/disasters that I can use in a book I’m considering writing. If you have any other stories, please let me know by either sending me a message on LinkedIn (it’s free even if we are not connected) or leave a voicemail (link on the right side of this page) or email me at mark@linkedinformed.com. Some ideas so far;
More of that later….. Interesting Stuff I Saw This Week Groups update - nothing to get too excited about but a recent post in a group managers forum confirmed that progress is still being made and that they see that “success is largely defined by the quality of the discussions and connections formed within Groups”. That sounds promising although at the same time they also suggest that they are working to help group managers in 4 areas - building, growing, engaging and managing. The 2nd one ‘growing’ worries me as I believe that large groups are what caused the problem in the first place. Cisco report. I mentioned this last week but admitted that I hadn’t read it. I have now and it makes for an interesting read;
LinkedIn debuts Your Commute, navigation and maps to evaluate jobs based on how far they are This is quite a nice feature, if it works! My experience was that very few jobs in the UK had a stated location postcode, perhaps because they were added prior to this feature. The couple that I did find both stated the car journey was ‘2+ hours’ - not very helpful! Introducing LinkedIn Kudos: Say Thanks and Show Your Appreciation I don’t have this yet so it’s hard to comment without playing with it properly. How will it be used? Will you be able to search for it - perhaps via a Recruiter account. LinkedIn are either rolling out or testing QR codes for your profile. I can see myself using this as QR codes really haven’t taken off here but it will be an important feature in other countries. Giving Companies More Ways to Learn with LinkedIn Learning Pro This seems like quite a useful feature for large companies Introducing Carousel Ads on LinkedIn These look nice and help with storytelling, although videos are a better way to tell stories. #Communities
As you can see above the feature is accessed in the left side bar. The first thing to note is that your feed has changed. Instead of being ordered by ‘top’ from those you follow who the algorithm thinks you might be interested in, it now shows posts from those you follow who have posted, Liked or Commented with and on #topics you follow. This is much better but only of you refine what you are following. To do this; > click on the ‘Discover more’ link (see arrow above) To do this on mobile you need to tap on the 3 lines shown below It is really important to get this right - only follow topics that fall into one of these categories Something your prospects and customers are interested in These Topics will define the relevance of your feed from now on. You can decide to filter your feed by just one specific topic by selecting it from your list of #topics To make this quicker on desktop you can ‘pin’ your main topics. Once you have set your feed up correctly you should see much better content that gives you plenty more opportunities to engage. The premise here is that we should be focussed more on conversations around relevant topics than around specific people we wish to do business with. LinkedIn are making a major effort to ensure that #topics are widely adopted. Every post you do, as you are writing the text, you are suggested hashtags to use. Having a more relevant feed should improve everyones LinkedIn experience allowing us to ; What I don’t like The are several things that could go wrong. If people # incorrectly or misuse the function to ‘game the system’ our feeds could end up being poor again. The suggested tags feature could increase this issue as I have found it is often suggesting the wrong topics. It is not possible to see what others are interested in. I think it would be better to show what topics someone is following in their profile. This will help us better understand the right topics to follow. To my mind, engagement is at the heart of social selling and yet this feature is nowhere to be seen in Sales Navigator….go figure! Another example of a severe lack of joined up thinking at LinkedIn. |
Sat, 9 June 2018
Welcome to episode 212. A big thanks for all the feedback from last weeks show. Most of you seemed to enjoy Marjorie’s information about ProFinder although I was surprised by a couple of people who felt I shouldn’t have been promoting a service such as ProFinder - the premise being that LinkedIn are creating a market that is free to use (even though it isn’t) and once people are dependent on ProFinder as a source of work, they will start to charge more for it. This week I’m looking for your help… What have you seen happen on LinkedIn that is a good example of a mishap or poor practice? As a starting point, I though I would cover my 5 biggest mistakes I see on LinkedIn and hope that you can help me add to the list.
Airline sources a plane via a LinkedIn post! Mark Zuckerberg doesn’t consider LinkedIn to be a competitor
New LinkedIn Features New Sales Navigator profiles - a definite improvement The people also views has gone but they do have an extra ‘Recommended leads at:’ section that isn’t shown above
Using Stickers and Text to Stand Out on LinkedIn Video ‘How You Match’ feature speeds up time-to-hire Post of the Week This one obviously resonated with me! Thanks to Gary Stockton for sending this one in. Have you seen a post that you really enjoyed recently on LinkedIn? If so drop me a note on LinkedIn or via mark@linkedinformed.com with a link to the post.
The 5 Biggest Mistakes Made on LinkedIn
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Sat, 2 June 2018
Welcome to episode 211, this week’s episode is dedicated entirely to understanding LinkedIn ProFinder. I haven’t used ProFinder as it is currently only available to users in the United States so I found an experienced (and award winning) user who could tell us all about it. Let me introduce Marjorie Kavanagh
ProFinder is LinkedIn’s own professional service marketplace’ where users can search for freelancers, small business owners or interim executives who can provide expertise in a variety of specialist disciplines. You can access ProFinder by going to the ‘More’ menu on LinkedIn desktop Freelancers can apply to be accepted as a ‘Pro’ in up to 10 of the 140 categories available in proFinder. These are broken down into 17 broad categories. Freelancers can apply to be accepted as a ‘Pro’ in up to 10 of the 140 categories available in proFinder. These are broken down into 17 broad categories. How to become a ‘Pro’ To be a successful applicant your main LinkedIn profile must satisfy five key requirements;
Here is Marjorie’s profile; You will then start to receive Request for Proposals (RFP). You are under no obligation to respond but you are advised to respond quickly as up to 5 ‘Pro’s will be sent the RFP and not all are sent at the same time. What does it cost? ProFinder is free for those who wish to appoint a Freelancer. As a Pro, you get your first 10 RFP’s for free (not assignments, just proposals) after that you will need to upgrade your LinkedIn account to a Business Premium Account (currently $60/month)
As someone looking for services you can simply search for specific categories or go to an individuals page (strangely there is no link in their main LinkedIn profile). If there are more than 5 suitable pro’s then the algorithm will select what it considers the best ones (presumably taking into account the number of recommendations). As a pro you will receive a notification by email and in your ProFinder Inbox - this is separate from your main LinkedIn inbox and there is no other way of knowing you have an RFP (this is very poor design in my opinion). There is currently not a mobile app for ProFinder. When responding to an RFP you have to provide a cost estimation or hourly rate and indicate whether you are happy to provide a free 15 minute consultation. Following this you have up to 1500 characters to present your credentials - LinkedIn’s advice is that short and concise works best. You can include links which could be a video introduction or an example of your work. LinkedIn do not require that a client indicate that they have appointed you so it is not currently possible for LinkedIn to assess how successful you have been with your RFP’s in addition your recommendations are from your main LinkedIn profile and not specifically related to your ProFinder work. Summary LinkedIn ProFinder offer a fantastic opportunity to wide range of small business owners and freelancers. There is no doubt that it is still a beta product and in just one conversation I can see several obvious improvements that could be made. If you are in the US, I strongly recommend you check it out to see if any of the categories fit with your business. It could be a great way to outsource certain specialist projects and if you provide such services, an untapped lead generator! |
Sat, 26 May 2018
Welcome to episode 210, I’m back after a very restful week in the sun in Cape Verde and was surprised to see very little news about LinkedIn circulating the internet over the last couple of weeks so this is going to be a shorter than normal episode.
Another example of scammers using LinkedIn in this article. This really highlights the need to be a bit more careful who we connect with, for everyones benefit. LinkedIn Announces New Sales Navigator Capabilities
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Sat, 19 May 2018
Welcome to episode 209, this week we have a pre-recorded interview with Kris Holland who is a Marketing Manager with a specialist recruitment business called Charlton Morris Kris and I engaged on LinkedIn following on from my posts about content marketing as covered in episode 204. Kris was keen to explain that content marketing had been working well for them so I thought it would be great to get him on the show. Takeaways Content should be designed to start conversations Here is the LinkedIn article we often referred to in this interview. I hope you found that an interesting interview. How many recruitment businesses do you know who focus this heavily of content and understanding their specialist markets? Let me know if you are aware of any companies, in any sector that you believe are using content effectively on LinkedIn. |
Sat, 12 May 2018
Welcome to episode 208, this week I am revisiting the search algorithm. If you are a long term listener you will recall that I tested the search algorithm a year ago in episode 161 and I promised that I would conduct the same test every year to check if the algorithm had changed……..and guess what, it has!
Shameless drug dealers using LINKEDIN to sell Class A narcotics. I’m afraid this is classic British tabloid sensationalism! The profile of Scott Bush has already been deactivated and I could find very little other drug selling activity. LinkedIn Updates LinkedIn is now rolling out suggested hashtags in posts as per this voicemail from Lynnaire Johnston. Post of the Week I just love the positivity of this brilliant post from Michael Spence LinkedIn SEO 2018 How easy is it to find your profile in a LinkedIn Search? This is why I carry out a test every year to check what is important to ensure that your profile is correctly optimised for search. WARNING : It's not an exact science! Don't get me wrong, there will be an exact science to this but no-one knows what it is apart from a select group of 'higher beings' who reside in some dark room at LinkedIn's headquarters in Sunnyvale, CA. This group are sworn to secrecy so we will never know the answer to this mystery.......but we can perform some practical tests to get a better 'sense' of what is important in a profile. The Test I used 4 accounts for this test (my own and 3 others I was kindly given access to). Account 1 - 9900 connections, highly active, based in Warrington, Cheshire, UK I performed the following search from each of these accounts (within minutes of each other) Keywords : copywriting OR copywriter and filtered by 'people' Initially the results were analysed without any further filters.Initially the results were analysed without any further filters.
Keywords
Conclusion: If you can identify someone who you think might be searching for someone like you (for instance a Recruiter in a company you wish to work for), consider following them rather than connecting. How important is LinkedIn SEO? If you are a jobseeker, it's extremely important. The vast majority of searches performed on LinkedIn are by Recruiters and you should optimise your profile in line with these results.
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Sat, 5 May 2018
Welcome to episode 207, this week I had the pleasure of chatting with Simon Bourne from The Hand Dyed Shoe Company. Simon is a classic example of what can be achieved when you use LinkedIn to develop an authentic personal brand.
Takeaways LinkedIn has massive untapped potential to develop your brand |
Sat, 28 April 2018
Welcome to episode 206. As the new desktop profile design continues to roll-out to many, I thought it would make sense to cover profiles with you in this episode.
LinkedIn’s AutoFill plugin could leak user data, secret fix failed Facebook faces exodus as businesses call time Facebook's new slogan: 'If you think we're not good for your business, leave' Always Customise Your LinkedIn Invitation? Better not? LinkedIn Features The new mobile ‘Find Nearby’ seems to be broken! Post of the Week Following on from last weeks episode on content marketing I thought I would highlight this excellent post from John Espirian. Great advice…and great subtitles too! Refresh Your Profile With the new profile design rolling out to many of you I thought it would be a good time to make some changes to your profile. As a starting point I posted this video this week showing a side by side comparison A Scientific Explanation Of The NEW LinkedIn Profile Some of you will have to change your background image because of the new position of the profile picture. It is unlikely to change on mobile where it is still centred. This is not a massive issue as the background image is less important on mobile, but worth considering. The easiest way to create a background image is to find a suitable free image on Pixabay and upload it to Canva and then create a ‘custom dimension’ of 1584x396 px It may also be a good time to invest in a new, professionally taken headshot image. This is no longer an expensive thing to do and you should easily be able to find a good local headshot photographer on LinkedIn, just type the following into the searcher at the top of the page; Review your headline : Is there clarity to your prospects? Are you using your 120 characters wisely? Company Logo; The most recently commenced position will be the one that shows a logo at the top of your new profile. Make sure that if you have several concurrent positions that the most important one is at the top (you can move them by dragging the 4 horizontal lines) Summary: This has increased from 2 to 3 lines (roughly 300 characters) now. A good summary should start with your contact details (only 45 characters are seen on mobile) and the rest should provide an enticing ‘teaser’ to encourage the viewer to click on the now more prominent ‘show more’ Media: As there are now 6 thumbnails that actually show in the preview, it may be a good time to review which media you are using and perhaps designing them so that the thumbnails (which are much smaller) show what the media is. Skills: If you are into skills (I’m really not!) then you might want to use the new format as an excuse to review what you show (see Greg Coopers post above) |
Sat, 21 April 2018
Welcome to episode 205, this week I’m joined by Robert Indries to discuss content marketing on LinkedIn.
LinkedIn are changing Middle East and African accounts onto US based contracts as from May 8th to avoid GDPR compliance.
LinkedIn Tips to Keep Your Profile Fresh includes reference to new profile design Content Marketing I chatted with Robert Indries about how content marketing can work on LinkedIn but only if it is done in the right way. Key points
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