Study: The importance of LinkedIn is growing
In today's digital era, the way people search for career opportunities has changed dramatically. Networking on social media is a common practice when it comes to recruiting. But applicants are also scouring online profiles of companies and their managers. And what they find there influences their decision on where they want to work and where they ultimately apply. More and more top talents are deciding to base their next career move on the mentor they can learn from. It has therefore become mandatory for managers to present themselves in detail on social media and build a personal brand. And not only in the area of recruitment, but also in other business relationships. This is also confirmed by a BDU study from 2021, according to which 75% of B2B decision-makers find out about a service provider in advance on social media, and 67% of top decision-makers even expect a CEO to have a public social media profile.
Please note: A well-maintained company profile is not enough. Personal branding is about the person behind it - i.e. the manager.
Corporate influencers: Thought leaders in the war of talents
Managers who position themselves online as thought leaders and experts in their field have a clear advantage in the "war of talent". They can share their expertise and experience with potential candidates and build a personal bond before an interview even takes place. This works better with an executive's personal profile than with a company profile, mainly for these reasons:
- Greater reach: The LinkedIn algorithm favors personal profiles as opposed to company profiles. Therefore, a personal profile reaches more users.
- Potential for identification: People are more likely to identify with people than with faceless companies, which leads to more trust in the long term.
- Authenticity: Corporate influencers radiate a certain authenticity through their personal touch, which in turn resonates with users.
- Informal content: Corporate influencers don't have to be perfect, but they do have to be informative and approachable. (Source: omr.com)
LinkedIn is the most suitable platform for this because the motives of companies and users are closer together there than on other social media. While companies want to do employer branding or provide information about their services, users are looking for interactions with companies they are interested in, for recruiters or for jobs. (Source: omr.com)
But how exactly does building a personal brand work? How do you create a successful online presence?
A strong personal brand:
...is clearly defined
...is unique
...has clear values
...knows its target group
...is visible
Source: Developing a personal brand. Guide for coaches
Based on these criteria, you should therefore ask yourself the following questions in order to build a strong personal brand:
a.) How do I want to be perceived from the outside? What image do I want to represent? What do I want to be associated with?
b.) Whom do I want to address?
c.) How do I reach my target group?
While points a and b revolve around fundamental questions of content, point c is about the "How?". And this is where LinkedIn comes into play with its potential.
A checklist for your LinkedIn profile
To get the most out of your LinkedIn presence, you should fulfill certain criteria. This checklist summarizes the most important must-haves:
- Professional photo: Use a professional, up-to-date and appealing photo that exudes confidence and seriousness.
- Headline: This should state the name of the company and your function. Supplement your headline with a strong message that says something about you as a person.
- Your position: Describe your current role in more detail, stating whether you hold a national or global management position. Link to the company profile to emphasize the brand once again.
- Info: Here you have the opportunity to give LinkedIn users an insight into your biggest milestones and communicate your USP.
- Interests: Let your LinkedIn community participate in your interests by listing them and following companies that embody them. This can be a mix of personal and professional preferences. Are you a wine lover? Follow a large, national wine trading company. Do you enjoy playing tennis? Follow a well-known tennis club. As a CFO, are you naturally interested in finance? Follow relevant institutions.
- Further training & knowledge: List your qualifications and skills to position yourself as an expert in your industry.
- Background: The background graphic of your LinkedIn profile should show your company brand or the company logo.
Do you take these tips for granted as a LinkedIn professional? That's good! For LinkedIn newbies they are essential and must be followed!
If you can tick all the items on this checklist with a clear conscience, then it's time to move on to the second step. Your LinkedIn profile is now well maintained - now it needs to be seen!
Our tips for your LinkedIn activity
To increase your reach and visibility on LinkedIn, you need to increase your activity on the platform. Here are our tips:
- Publish posts regularly: Share your thoughts on current topics in your industry, interesting articles or videos - several times a week. However, be realistic: no one expects you to produce a lengthy text post including professional images twice a week. Nevertheless, try to keep your network regularly up to date. Here are a few tips:
#1 Ask a weekly question on a current financial topic or challenge to stimulate interaction and discussion. For example: "What do you think are the biggest financial challenges for companies this quarter? I look forward to your insights and discussions in the comments. #FinanceInsights"
#2 Share an inspirational quote or piece of wisdom related to finance or leadership each week. For example: "Success is not the end product, it's the process." - What wisdom motivates you this week? #FinanceLeadership #Inspiration"
#3 Summarize the most important industry news or developments in one or two sentences each week and make a short comment on them. For example: "This week in the financial sector: New regulatory changes are driving innovation. How will these affect your business? #FinanceTrends #RegulatoryUpdates"
#4 In a few sentences, share a success story or accomplishment of your team or company and emphasize your role in it. For example: "Proud to be part of a team that reduced costs by 15% through financial efficiencies. A look behind the scenes. #BusinessAchievements #FinanceEfficiency"
#5 Start a short weekly poll on a relevant financial topic and ask your followers for their opinion. For example: "Which financial instrument do you think is currently the most promising investment? Vote and share your thoughts in the comments. #FinancePoll #InvestmentTrends"
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Comment on posts: Take part in discussions and contribute your expertise. Also reply to comments that others leave under their posts.
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Join groups: Find groups that deal with your areas of interest and get active.
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Network: Establish contacts with other colleagues, experts and potential candidates.
