It’s who you know: building your business brand on LinkedIn

LinkedIn is great for people looking to build their personal brands and careers, but is it any good for building your business?

The answer is yes, provided you understand the golden rule that social networks are built on connections between people and not businesses. LinkedIn may be the business network, but it is really about people’s personal brands, their stories and aspirations.

Feel free to tell your business’s story on LinkedIn, but if you want it to be compelling, make sure that it is a human story.

With that rule in mind, lets look at some ways to use LinkedIn to promote your business.

1.Leverage your personal brand: Ideally your personal and business brand should be closely aligned. Make sure your personal profile reflects this, showing how your skills, training and personal philosophy play out in the work you do.

2. Use your network: Endorse the skills of employees who work with you, used to work with you or are leaving. Write recommendations that show how the employee’s skills were an asset to the company.

3. Tell a story: Remember the golden rule? People are interested in what you do because it tells them more about you as a person. Make sure your posts and linked content tell a story about yourself and your company. Your plant got ISO 4001 certification? Great! Why is that important to YOU?

4. Understand what LinkedIn is good at, and not. LinkedIn offers a subtle way to build connections with a focused group of industry professionals. LinkedIn is good for brand building. Its not great for communicating complex messages. Its also hard to measure the impact of communications via LinkedIn.

5. Understand that LinkedIn is not your personal media channel. Think carefully about what you post, update about or link to. Does it really enhance your personal and business brand image? Does it explain why you and your company are unique?

6. Understand that LinkedIn is not your company newsletter. What happens in house should probably stay in-house, unless of course it is a truly unique personal story that will enhance your brand.

7. Add a LinkedIn Company Page: Encourage your employees, colleagues or collaborators to subscribe and contribute.

8. Start a LinkedIn Group: Does you company do something unique? Start a LinkedIn group about it. Use it to publish links to any relevant articles, blog posts or media coverage.

If you need help creating or managing good content to enhance your LinkedIn profile, company page or group, please get in touch.

Writer: Jonathan Davis

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It’s who you know: building your business brand on LinkedIn

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