Although networkers and job seekers are flocking to LinkedIn in droves, author and motivational speaker Brian McClellan, 38, says that he had to be dragged onto the free social networking site when he first learned about it in 2007. “I took some convincing,†he admits.
The former vice president for Georgia-Pacific Inc., a global pulp and paper company, now runs Success Minded African Americans, a 1,300-plus networking and discussion group on LinkedIn. Since joining the site, McClellan says he has had tremendous success that has translated into speaking engagements and the book A Love Letter to Black People: Audaciously Hopeful Thoughts on Race and Success (Sherian Publishing; $24.99).
With more than 40 million members representing more than 200 countries and territories, LinkedIn has become the site for entrepreneurs and corporate-types alike to make connections that help them find jobs, position themselves as experts, hire employees, or build businesses.
But McClellan says that using LinkedIn successfully means rethinking how you network. “This is not something for tech geeks or that you need only at a certain time in your career. It really should be a critical part of your career plan,†he says. And it’s easy to get started.
Making Connections
After creating a profile that summarizes your professional experience, you make “connections†by inviting people you know to link to your profile. Users can view each other’s connections and request introductions to individuals they would like to meet.
Steve Tylock, author of The LinkedIn Personal Trainer (Tylock and Co.; $17.95) booklet, offers these tips for maximizing your presence:
Focus on your “headline.†As you complete the form, the text you enter as your “current position†becomes your default headline–what people see next to your name on a search. A description of what makes you unique or means more to you might take you further than your job title.
Strategize. Be thoughtful about how you network on the site. Sharing VIP connections exposes you to risk–good and bad. You want to know and trust the people you link to so that bad reputations or experiences don’t reflect on you.
Dig deeper. The site is easy to use but won’t be much of an asset if you do little more than accept invitations to “link in.†Like in-person memberships, the more you invest, the more you
receive. With LinkedIn, that means uncovering many of the features and options that aren’t obvious at first glance, including Answers, where you can ask questions or share your knowledge with people in your network or from experts; Groups allows you to connect with professionals who share a common affiliation, interest, experience or goal; and Company Pages allows professionals to do research on firms they would like to do business with or be employed by.You can also link your WordPress blog to LinkedIn for greater reach. Remember, though, it’s important to master the site’s basics before spending time on advanced features.
It’s Not About You
McClellan says that the most important thing to remember about social networking, and what makes it different from “traditional†networking, is that the emphasis is on helping others. “You have to go into it with the mind-set that you are going to help people, not help yourself,†says McClellan.
He admits that initially, that is not what he did. “The first several months, I spent trying to find people and beef up my profile, and that really wasn’t working for me,†he says of this approach. It was only when McClellan announced he was writing a book that “people came out of the woodwork,†to help with resources, advice, and recommendations.
“When people ask and I am able, I give without hesitation or expectation of a returned favor. This approach has led me to some valuable connections.â€
This story originally appeared in the July 2009 issue of Black Enterprise magazine.