Small Business Playbook

• Createyourhiringgameplan

• Establishyourcompanypresence

• Buildyourpipeline

• Contactcandidates

• Screen,interview,hire

• Createawinningprofile

• Stayinformed

• Establishyournetwork

• Buildyourbrand

PAG E 0 3

Personal Branding

•Establishyourcompanypresence

• Attractfollowers

• Buildyourcontentstream

• Engagewithfollowers

• Extendyourreach

• Createaprofilethatsells

• Getinformed

• Findtherightcontacts

• Engageleads

• Prepareforyourmeeting

PAG E 1 6

MarketingPAG E 3 1

SalesPAG E 4 3

Hiring

WhereprofessionalsgotodobusinessHow can LinkedIn help your business? Whetheryou’rejuststartingoutorhavebeenaroundformanyyears,LinkedIncanhelpyouaccesstherightpeopleontheworld’slargestprofessionalnetworktohavethesamehiring,marketing,andsellingopportunitiesasifyouwereaFortune500Company.

Where do I start? ThisbookwillhelpyoubreakdownLinkedInintofoundationalpiecesfocusedonpersonalbranding,marketing,selling,andhiring.Dependingwhereyou’reatinyourbusiness,jumprightintothesectionsthatbestfityourneeds.

Ready?Set.Go!

PERSonALBRAnDInGYourLinkedInidentitystartshere.

PERSonALBRAnDInGYourLinkedInidentitystartshere.

PersonalProfile

Products covered in this section:

PremiumSubscriptions

LinkedInGroups

✓

✓

✓

P E R SonA L B R AnD I nG

CREATEA WInnInGPRoFILE 1 o F 4

B EG I nn E R :

Tell your full story.

UsetheSummaryandExperiencesectionsofyourprofiletoshowcaseyourcareerandaccom-plishments.ThesesectionsarefoundationalandhelpestablishyourbrandonLinkedIn.

B EG I nn E R :

Put a face to your name.

Professionalheadshotsgeneratemoreprofileviewsanddrivehigheroverallengagement.Includingaphotoinyourprofilebringsittolifeandletspeopleknowyou’reforreal.

B E G I nn E R :

Create a punchy headline.

Yourheadlineisthefirstthingpeoplelookatonyour

LinkedInprofile.Trydescribingyourselfcreativelyinonelinetocapturepeople’sattention.

h e l p . l i n k e d i n . c om 5

P E R SonA L B R AnD I nG

CREATEA WInnInGPRoFILE 1 o F 4

I n T E Rm ED I AT E : Let your network speak for you.

Getendorsementsandrecommendationsfromcolleagues,employers,andcustomerswhocanspeakcrediblyaboutyourabilitiesandcontributions.Thiswillhelpcatchtheeyeofprospectivecustomersandclients.

I n T E Rm ED I AT E :

Showcase your work.

nothingshowsyourqualityofworktopotentialbusiness

contactsbetterthanrich,tangibleexamples.Upload

orlinktopreviouswork,suchasblogposts,presentations,images,andwebsites,and

givepeopleareasontoengagewithyou.

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P E R SonA L B R AnD I nG

CREATEA WInnInGPRoFILE 1 o F 4

ADvAnC ED :

Optimize your profile for search.

Getfound!AddwordsorphrasesthroughoutyourprofilethathighlightyourbestskillstoimproveyourvisibilityinLinkedInandGooglesearchresults.

A DvAnC ED : Create a unique URL.

ChooseapersonalizedURLtoimprovesearchengineoptimization(SEo)andmakeiteasyforpeopletofindyou.

ADvAnC ED : Link to the rest of your web presence.

maximizeopportunitiestoshowcaseyourworkexperiencebylinkingyourLinkedInProfiletoyourwebsites,blogs,andothersocialplatforms.

h e l p . l i n k e d i n . c om 7

To learn more about unique URLs, go to help.linkedin.com/app/answers/detail/a_id/87

P E R SonA L B R AnD I nG

STAYInFoRmED 2 o F 4

Stayinformedandchallengeyourcurrentthinkingby followingchannelsandthoughtleaders(Influencers)relevanttoyourindustryorspecialization.

B EG I nn E R : Follow relevant channels and Influencers.

Learndirectlyfromindustryleadersandbest-in-classbrandsbyfollowingcompaniesonLinkedIn,gettingtheirupdatesrightinyourfeed.

B EG I nn E R : Follow companies.

Lookforgroupsrelatingtoyourindustry,function,andcareerinterest—thenjoinafewtostayuptodateontrendingtopicsandnews.

B EG I nn E R : Find and join LinkedIn Groups.

h e l p . l i n k e d i n . c om 8

To learn more about channels and Influencers, go to www.linkedin.com/today/influencers

P E R SonA L B R AnD I nG

ESTABLIShYoURnETWoRk 3 o F 4

B EG I nn E R :

Connect with a broad range of contacts.

Buildyourinitialnetworkbyconnectingwithcolleagues,clients,friends,andfamily.Rememberthatbuildingoutyournetworkhelpsyouconnectnotonlywithwhoyouknow,butalsowhotheyknow.

I n T E Rm ED I AT E : Reach out to fellow alumni.

Broadenyournetworkbyconnectingwithmembersfromyouralmamater.UsingUniversityPages,quicklysortalumnibyfunction,location,andcurrentcompany,andfindcontactsthatwillhelpyouachieveyourbusinessgoals.

h e l p . l i n k e d i n . c om 9

Notable alumni

Who you know

51

4,820

Similar schools

Share something or ask a question...

Explore Careers of 228,521+ Alumni

General Information

Find your peers

I’m an alumnus here

Follow

Austin, Texas Area

University

P E R SonA L B R AnD I nG

ESTABLIShYoURnETWoRk 3 o F 4

I n T E Rm ED I AT E :

Search on LinkedIn.

RunaLinkedInpeoplesearchtofindcontactsthatmighthelpyouachieveyourbusinessgoals.Usekeywordsandsearchfilterslikelocationandindustrytoillustratethetypeofconnectionyou’relookingfor.

A DvAnC ED :

Narrow down your results.

Spendlesstimesearchingandmoretimeengaging—useadditionalPremiumsearchfilterssuchasfunction,yearsofexperience,andseniorityleveltoquicklyfindtherightbusinesscontact.

h e l p . l i n k e d i n . c om 10

P E R SonA L B R AnD I nG

ESTABLIShYoURnETWoRk 3 o F 4

ADvAnC ED : Message potential contacts outside your network.

messageanypotentialbusinesscontactonLinkedInusingInmail,aPremiumfeature.onaverage,theresponserateforInmailmessagesis3xhigherthanemail.Plus,ifyoudon’tgetaresponsetoyourInmailwithinsevendays,you’llreceiveanotherInmailcreditforfree.

ADvAnC ED :

Stay in touch.

keepinganactivelineofcommunicationwithyourcontactsiskeytomaintainingaqualitynetwork.UseLinkedInContactstosetremindersandfollowupwithbusinesscontactsoneday,oneweek,oronemonthdowntheroad.

h e l p . l i n k e d i n . c om 11

To learn more about LinkedIn Contacts, go to contacts.linkedin.com

P E R SonA L B R AnD I nG

BUILDYoURBRAnD 4 o F 4

B EG I nn E R :

Share updates with your network.

Passalonginterestingarticles,news,orvideosyoufindinformative.notonlywillyournetworkappreciategettingthisinformation,butthey’llstarttolooktoyouforexpertiseandinsights.

B EG I nn E R :

Like, comment, or share updates you enjoy.

TakinganactiononupdateskeepstheconversationgoingandhelpsspreadthatinformationacrossLinkedIn.Andremember,ifyoufounditinteresting,chancesareyournetworkwilltoo.

I n T E Rm ED I AT E :

Integrate your personal brand into updates.

Don’tbeshy.Promoteyouraccomplishments,bodiesofwork,andotheraccoladesthroughsharingonLinkedIn.Foreveryfourupdatescoveringnewsandtrends,trysharingapostpromotingyourpersonalbrand.

h e l p . l i n k e d i n . c om 12

P E R SonA L B R AnD I nG

BUILDYoURBRAnD 4 o F 4

I n T E Rm ED I AT E :

Get a deeper look at who’s viewing your profile.

WithWho’sviewedYourProfile,seethetypes,industries,andlocationsofmembersviewingyou,aswellaswhichkeywordsarebeingusedinLinkedInsearchtofindyou.Usethisinformationtofine-tuneyourprofile.

h e l p . l i n k e d i n . c om 13

P E R SonA L B R AnD I nG

BUILDYoURBRAnD 4 o F 4

UseLinkedInGroupsasapublicforumtodiscusstopicsandtrendswiththoughtleadersorexperts.Byprovidingknowledgeableinsights,youcanbuildarapportwithother topcontributorsandeventuallyestablishyourselfasone,too.

ADvAnC ED : Engage in LinkedIn Groups.

Usesuccessfulbusiness-orientedblogposts,articles,andupdatesfromyourothersocialplatformstocreateahigh-qualitystreamofpersonalupdates.

ADvAnC ED : Leverage existing content streams.

EmbedyourLinkedInprofileintoyouremailsignatureoraddyourpersonalizedprofileURLtoyourbusinesscard.Thisprovidesnewcontactswithaneasywaytolearnmoreaboutyou.

ADvAnC ED : Link to your personal communications.

Increaseexposureforyourpostsandstartaconversationaroundatopicbymentioningcompaniesorconnectionsinupdates.

ADvAnC ED : Start a dialogue.

h e l p . l i n k e d i n . c om 14

P E R SonA L B R AnD I nG

ChECkLIST

MonthlyCh EC k L I S T :

Reviewandupdateyourprofile,addingrichcontenttoshowcaseyourmostrecentwork.

Getrecommendedbycolleagues,customers,orbusinesspartners.

SetreminderstostayintouchwithimportantconnectionsusingLinkedInContacts,orgetintouchusingInmailandIntroductions.

DailyCh EC k L I S T :

Stayuptodateonindustry newsandinsightsusingLinkedInchannelsandInfluencersassources.

Buildyourreputationbypostingqualityupdates.

Weekly Ch EC k L I S T :

Connectwithnewandexistingbusinesscontacts.

ParticipateinLinkedInGroupdiscussionsrelevanttoyourindustryorfunction.

Reviewwho’sviewingyourprofiletoseeifyou’reattractingtherightaudience.

h e l p . l i n k e d i n . c om 15

H I R I N G

B u I l d y o u R p I p e l I N e 1 o f 5

mARkETInGGetyourcompany’snameoutthere,loudandclear.

H I R I N G

B u I l d y o u R p I p e l I N e 1 o f 5

mARkETInG Getyourcompany’snameoutthere,loudandclear.

CompanyPages

Products covered in this section:

LinkedInSponsoredUpdates

LinkedInGroups

LinkedInAds

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mAR k E T I nG

ESTABLIShYoURComPAnYPRESEnCE 1 o F 5

B EG I nn E R :

Create a Company Page.

ACompanyPageisfoundationaltobuildingabrandpresenceonLinkedInandactsasaninformationhubforvisitorstolearnaboutyourcompany.Creatingapageiseasy:justaddyourcompanylogo,bannerimage,anddescriptiontogetstarted.

B EG I nn E R :

Make your page easy to find.

Addyourspecialties,websitelinks,andSEotermstomakeiteasierforpeopletofindyouinbothLinkedInandGooglesearches.

h e l p . l i n k e d i n . c om 18

To learn more about creating a Company Page, go to linkedin.com/company/add/show

mAR k E T I nG

ESTABLIShYoURComPAnYPRESEnCE 1 o F 5

I n T E Rm ED I AT E :

Showcase products and services.

highlightyourbusinessofferingsandgiveLinkedInmembersacompellingreasontofollowyou.CompanieswithacompleteProducts&Servicestabtendtohavetwiceasmanyfollowers.

I n T E Rm ED I AT E :

Link to the rest of your web presence.

Giveyourbrandmoreopportunitiestobefoundbytherightpeople—linkyourCompanyPagetoyourcompanywebsiteandothersocialplatforms.

h e l p . l i n k e d i n . c om 19

mAR k E T I nG

ATTRACTFoLLoWERS 2 o F 5

B EG I nn E R :

Engage your colleagues.

IncreaseyourCompanyPage’svisibilityonLinkedInbyencouragingfellowemployeestoaddtheircurrentpositionatyourcompanytotheirprofile.They’llthenbeautomaticallyfollowingyourCompanyPage.

h e l p . l i n k e d i n . c om 20

mAR k E T I nG

ATTRACTFoLLoWERS 2 o F 5

Findrelevantgroupstalkingaboutyourbrandorindustryandjointhemtoparticipateintheconversation,buildbrandawareness,andpromoteyourCompanyPage.Thiseffortwillhelpdrivetrafficandattentionbacktoyourpage.

I n T E Rm ED I AT E : Contribute in LinkedIn Groups.

makeiteasyforpeoplewhovisityourwebsitetofollowyourCompanyPagebyembeddinga“Follow”buttononsite.

developer.linkedin.com/plugins

ADvAnC ED : Add a Follow button to your website.

Existingcustomersandpartnerswilllikelyfollowyourpagewhenprompted.LinktoyourCompanyPageincompanycommunicationstocapturethisaudience—mentionyourpageinyourcompanyblogoremailnewsletters,orlinktoyourpageinemployeeemailsignatures.

ADvAnC ED : Integrate your Company Page into company communications.

h e l p . l i n k e d i n . c om 21

mAR k E T I nG

ATTRACTFoLLoWERS 2 o F 5

ADvAnC ED :

Track your follower audience.

UsetheAnalyticstabonyourCompanyPagetounderstandhowyourfollowercommunityisgrowingovertimeandwhatkindsofpeopleyou’rereaching.

h e l p . l i n k e d i n . c om 22

mAR k E T I nG

BUILDYoURConTEnTSTREAm 3 o F 5

B EG I nn E R : Identify and join LinkedIn Groups.

Findrelevantgroupstalkingaboutyourbrandorindustryandjointhemtobetterunderstandcustomerneedsandindustrytrends.ApplytheseinsightstotheCompanyUpdatesyouposttoengagefollowerswithreleveantcontent.

B E G I nn E R :

Follow channels and Influencers.

It’simportanttostayintheknow—followchannelsandthoughtleaders(Influencers)tocreateacuratedfeedofindustrynewsandinsightsthatcaninspireyourownCompanyUpdates.

h e l p . l i n k e d i n . c om 23

mAR k E T I nG

EnGAGEWIThFoLLoWERS 4 o F 5

B EG I nn E R : Post Company Updates.

ShowcaseyourexpertiseandbuildrelationshipswithfollowerswithCompanyUpdates.Sharearticles,companynews,industrytrends,andinsights.

B EG I nn E R :

Demonstrate value to followers.

Buildengagementandtrustwithastreamofrich,insightfulcontent.Foreverypostpromotingyourcompany,makesurefourpostsfocusonthoughtleadershiporindustrytrends.

I n T E Rm ED I AT E :

Post updates frequently.

onaverage,companiesthatpost20timesper

monthreachatleast60%oftheiruniqueaudience.Followaregularposting

scheduletodeveloprelationshipswithyourfollowers,drivebrand

loyalty,andbringaboutnewopportunities.

B EG I nn E R :

Encourage engagement with updates.

Promptcolleaguesandfollowerstotakeaction

onyourpost–everylike,comment,andshareincreasesyourreach

throughouttheLinkedInnetwork.

h e l p . l i n k e d i n . c om 24

mAR k E T I nG

EnGAGEWIThFoLLoWERS 4 o F 5

I n T E Rm ED I AT E :

Create a mix of content formats.

Richmediasuchasphotosandvideoisknowntoincreasebothcommentsandshares.Incorporatetheseformats—alongwithSlideSharepresentationsandlinkstoarticles—tomaximizeengagementwithyourposts.

I n T E Rm ED I AT E :

Monitor and refine Company Updates.

monitoryourCompanyUpdatereachandengagementnumberstoseewhat’sresonatingwithyouraudience.Testdays,times,topics,andformats,andadaptasyoulearn.

h e l p . l i n k e d i n . c om 25

mAR k E T I nG

EnGAGEWIThFoLLoWERS 4 o F 5

Usesuccessfulblogposts,articles,andupdatesfromyourothersocialplatformstocreateahigh-qualitystreamofLinkedInCompanyUpdates.

A DvAnC ED : Leverage existing content streams.

Engagewithfollowerswhocommentonyourupdatestohelpbuildloyalty,continuetheconversation,andfurtherestablishyourthoughtleadership.Peopleliketoknowthey’reheard!

ADvAnC ED : Dive into comments.

h e l p . l i n k e d i n . c om 26

mAR k E T I nG

ExTEnDYoURREACh 5 o F 5

I n T E Rm ED I AT E : Get recommended for your products and services.

memberscanwritereviewsonyourProducts&Servicestab.Drivefollowers,customers,andpartnerstowritereviews.ThesewillendupbeingpromotedthroughtheirrespectivenetworksandliveonyourProducts&Servicestab.

I n T E Rm ED I AT E :

Broadcast through employee networks.

PromptcolleaguestoshareyourCompanyPageupdates.notonlywillthisincreaseyourcompany’svisibilitytonewcustomersandpotentialhires,it’llalsohelpestablishacompanyculturewhereemployeesareengagedwithyourbrandandmission.

h e l p . l i n k e d i n . c om 27

mAR k E T I nG

ExTEnDYoURREACh 5 o F 5

ADvAnC ED : Sponsor your updates.

SponsoredUpdatesletyoureachbeyondyourfollowerbaseandtargetyourexactLinkedInaudiencetoraisebrandawareness,buildrelationships,anddrivequalityleads.SponsoredUpdatesappearinfeedsacrossdevices(smartphone,desktop,andtablet),givingyoumoreopportunitiestoreachthepeoplethatmatter.

To learn more about Sponsored Updates, go to marketing.linkedin.com

h e l p . l i n k e d i n . c om 28

Sponsored

Sponsored

Sponsored

mAR k E T I nG

ExTEnDYoURREACh 5 o F 5

ADvAnC ED : Drive performance with LinkedIn Ads.

TapintotheLinkedInnetworkandtargetpotentialcustomerswithLinkedInAds.Usecriterialikefunction,seniority,andindustrytoaccessyouridealaudience.

To learn more about LinkedIn Ads, go to linkedin.com/ads

h e l p . l i n k e d i n . c om 29

mAR k E T I nG

ChECkLIST

MonthlyCh EC k L I S T :

PromptnewemployeestolinktheirLinkedInprofilestoyourCompanyPage.

ReviewandupdateyourCompanyPagewithfreshimageryandinformationaboutyourcompany.

DailyCh EC k L I S T :

PostCompanyUpdatestoengagewithyourfollowersandtargetaudience.

InvitenewcustomersandbusinesscontactstofollowyourCompanyPage.

Weekly Ch EC k L I S T :

visityourCompanyPageanalyticstabtoseehowyourpageisperforming.Lookforindicatorsofwhatisresonatinganddrivingengagement.

Seeanupdatethathashighengagement?UseSponsoredUpdatestopromoteitbeyondyourfollowerbase.

visitLinkedInGroupsrelevanttoyourindustryandlookfortrendingtopicsanddiscussions–thiswillprovideideasonwhatyoucanpostasCompanyUpdates.

h e l p . l i n k e d i n . c om 30

H I R I N G

B u I l d y o u R p I p e l I N e 1 o f 5

SALESFindtherightpeople,findawayin,andclosethedeal.

H I R I N G

B u I l d y o u R p I p e l I N e 1 o f 5

SALES Findtherightpeople,findawayin,andclosethedeal.

PersonalProfile

Products covered in this section:

Salesnavigator

LinkedInGroups

✓

✓

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S A L E S

CREATEAPRoFILEThATSELLS 1 o F 5

B EG I nn E R :

Polish your personal profile.

Asyoureachouttoleadsandprospects,it’simportanttohaveaprofilethatspeakstoyourindustryexperienceandknowledge.Addaprofessionalphoto,descriptiveheadline,andsummaryofyourworkexperiencetoestablishyourcredibility.

h e l p . l i n k e d i n . c om 33

S A L E S

CREATEAPRoFILEThATSELLS 1 o F 5

I n T E Rm ED I AT E : Spotlight your offerings.

Bringyourworkandcompanytolifebyuploadingorlinkingtopresscoverage,companyblogposts,presentations,orwebsites.

I n T E Rm ED I AT E :

Let your network speak for you.

Arecommendationcangoalongwayinestablishingyourandyourcompany’sreputation.Getrecommendationsfrompartnersandclientswhocanspeakcrediblyaboutyourabilitiesandyourcompany’scontributiontotheirbusinesses.

h e l p . l i n k e d i n . c om 34

S A L E S

CREATEAPRoFILEThATSELLS 1 o F 5

B EG I nn E R :

Build your sales network.

Broadenyournetworkandincreasethechancesoffindingtherightdecisionmakerbyconnectingwithcolleaguesandbusinessassociates.

h e l p . l i n k e d i n . c om 35

S A L E S

GET InFoRmED 2 o F 5

B EG I nn E R :

Find and join LinkedIn Groups.

Joingroupsrelatingtoyourproductorserviceandtheindustryyou’retargetingtounderstandwhatpotentialcustomersaretalkingabout.

B EG I nn E R :

Follow channels and Influencers.

Stayuptodateonindustrynewsandtrendsandspeakwithauthorityaboutyourindustrybyfollowingchannelsandthoughtleaders(Influencers).

B E G I nn E R :

Follow competitor companies.

FollowCompanyPagestotrackhowcompetitorsarepositioningtheirsolutions.Thiswillhelpyoudifferentiatewhatyouhavetooffer.

h e l p . l i n k e d i n . c om 36

S A L E S

F InDThERIGhTConTACTS 3 o F 5

B EG I nn E R :

Identify leads on LinkedIn.

FinddecisionmakersatyourtargetaccountsbyrunningapeoplesearchonLinkedIn.WithSalesnavigator,focusontherightcontactsbyusingPremiumsearchfilterssuchasfunctionandyearsofexperience.

h e l p . l i n k e d i n . c om 37

S A L E S

F InDThERIGhTConTACTS 3 o F 5

B EG I nn E R :

Surface new prospects.

Don’thavealistofaccountstotarget?Buildapipelineofnewprospectswithacompanysearch,usingspecifickeywordsandsearchfilters.UseSalesnavigatortoaccessadditionalPremiumsearchfilterslikesenioritylevelandjobfunction,andquicklyidentifydecisionmakerstoengage.

h e l p . l i n k e d i n . c om 38

S A L E S

F InDThERIGhTConTACTS 3 o F 5

I n T E Rm ED I AT E :

Get more context.

WithSalesnavigator,getadeeperlookintoadecisionmaker’sLinkedInprofiletounderstandtheirrelationshipwiththecompanyandhowtheymightinfluenceasale.

h e l p . l i n k e d i n . c om 39

S A L E S

EnGAGELEADS 4 o F 5

To learn more about Sales Navigator and Premium features, go to lnkd.in/premiumselling

ADvAnC ED :

Message leads outside your network.

messageanyleadonLinkedInusingInmail,aPremiumfeature.onaverage,theresponserateforInmailmessagesis3xhigherthanemail.Plus,ifyoudon’tgetaresponsetoyourInmailwithinsevendays,you’llreceiveanotherInmailcreditforfree.

I n T E Rm ED I AT E :

Find the best path in.

AfteridentifyingdecisionmakerprofilesonLinkedIn,lookwithintheirnetworkformutualconnections.Theseconnectionscanbeveryinfluentialwhenreachingoutandmakingyourpitch.

I n T E Rm ED I AT E :

Get a warm introduction.

Afterfindingthebestpathin,leverageyournetworktogetintroducedthrough

mutualconnections.

h e l p . l i n k e d i n . c om 40

S A L E S

PREPAREFoR YoURmEETInG 5 o F 5

Leadinguptoyourmeeting,establishyourcredibilitybysharingrelevantindustrynewsandinsightsonLinkedIn.

I n T E Rm ED I AT E : Establish credibility.

Socialproofcanmakeallthedifferencewhentryingtosealthedeal.FlexyourLinkedInnetworkandpromptmutualconnectionstogivearecommendationonyourCompanyPageorpersonalprofile.

A DvAnC ED : Activate your advocates.

Reachingoutafteraninitialmeetingcanmakeallthedifferenceinconvertingaleadtoanaccount.UseLinkedInContactstosetremindersforfollowingup,whichcanbeaccessedbyclickingthe“star”iconbelowacontact’sprofilepicture.

A DvAnC ED : Schedule your follow-up.

makealastingimpressionafteryourmeetingwithafollow-uponLinkedIn.Invitepeopletoconnectorshareindustrynews.

ADvAnC ED : Continue the conversation.

h e l p . l i n k e d i n . c om 41

To learn more about LinkedIn Contacts, go to contacts.linkedin.com

S A L E S

ChECkLIST

MonthlyCh EC k L I S T :

Promptcustomersseeingsuccesswithyourservicestoprovidearecommendation.

Connectnewcolleaguesto yourCompanyPagetoextendyourreach.

keepyourprofileuptodatewithrichcontentshowcasingyourlatestaccomplishments.

DailyCh EC k L I S T :

CreateandexperimentwithLinkedInsearchestosurfaceaccountleadsandnewprospects.

Prepareforyourdailymeetingsbylookingattheprofilesofpeopleyou’remeetingwith,andfindingnewwaystoengage.

Findopportunitiestosayhellobyscanningyournetworkforimportanteventslikejobchangesandcompanynews.

Weekly Ch EC k L I S T :

ReachouttonewleadsandprospectswithInmail,orgetintroduced.

Connectwithexistingleads tonurtureyourrelationship withthem.

SetreminderstoreachbackouttoactiveopportunitiesusingLinkedInContacts.

Sharegreatindustrynewsandcontentthatyoufindonlinetobuildyourreputationandspark aconversation.

h e l p . l i n k e d i n . c om 42

H I R I N G

B u I l d y o u R p I p e l I N e 1 o f 5

hIRInG Findtherighttalentthatwilldriveyourbusinessforward.

H I R I N G

B u I l d y o u R p I p e l I N e 1 o f 5

hIRInG Findtherighttalentthatwilldriveyourbusinessforward.

PersonalProfile

Products covered in this section:

RecruiterLite

LinkedInGroups

LinkedInJobs

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✓

✓

✓

h I R I nG

CREATEYoURhIRInGGAmEPLAn 1 o F 5

Beforeyoubeginhiring,thinkaboutwhat’simportanttoyourcompany.Isitculture,mission,workingenvironment,orasenseofregionalidentity?Thiswillhelpbothyouandpotentialcandidatestoassessafitearlyon.

B EG I nn E R : Develop a clear employee value prop.

Whenlookingtofillanunfamiliarrole,makesureyoudoyourhomework.UseLinkedInsearchtoscopeoutpeoplewhoalreadyholdthistypeofposition.Usethisinteltobuildyourjobdescription.

B EG I nn E R : Research your role.

hiringexperiencedpeoplecanhelpguaranteeaqualityteam,butdevelopingyourentry-levelhirescouldyieldgreatresults.UseLinkedInsearchfilterstoexplorebothoptionsandtakenoteoflocaltalentthatmightcomefromanearbyuniversity.

B EG I nn E R : Consider developing entry-level talent.

RunapreliminaryLinkedInsearchtogetafeelfortheavailabilityofcandidatesfittingyourcriteria.knowingwhetherthereare100or10,000profilesthatmeetyourneedscanshapeyourrecruitingstrategy.

B EG I nn E R : Size up the market.

h e l p . l i n k e d i n . c om 45

h I R I nG

ESTABLIShYoURComPAnYPRESEnCE 2 o F 5

B EG I nn E R :

Learn from LinkedIn Groups.

Findgroupsrelevanttotheroleyou’refillingtolearnmoreaboutthespecificskillsandexperiencethatmakeanidealcandidate.

B EG I nn E R :

Create a profile that attracts talent.

WhensearchingfortalentonLinkedIn,providecandidateswithaglimpseintoyourcompany’svaluesandculturebycreatingarichprofilewithaprofessionalphoto,descriptiveheadline,andsummaryofyourwork.

B EG I nn E R :

Connect with talent.

Findandconnectwithcolleagues,friends,andfellowalumnionLinkedIntomaximizeyourpersonalnetworkandincreasethechancesoffindingacandidatethroughpeopleyouknow.

h e l p . l i n k e d i n . c om 46

h I R I nG

ESTABLIShYoURComPAnYPRESEnCE 2 o F 5

I n T E Rm ED I AT E : Make it easy for talent to find you.

TheCompanyPageisfoundationaltobuildingatalentbrandonLinkedInandactsasaninformationhubforpotentialhirestolearnaboutyourcompany.Creatingapageiseasy:justaddacompanylogo,bannerimage,anddescriptiontogetstarted.

I n T E Rm ED I AT E :

Leverage your team.

Extendthereachofyoursearchesandjobpostson

LinkedIn–accessemployeenetworksbyencouraging

colleaguestoaddtheircurrentpositionatyour

companytotheirprofiles.

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To learn more about creating a Company Page, go to linkedin.com/company/add/show

h I R I nG

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B EG I nn E R :

Search on LinkedIn.

Afteridentifyingthespecificskillsandexperiencenecessaryforarole,conductafreepeoplesearch.Besuretousespecifickeywords–e.g.,“hTmL”foradeveloperproficientinhTmL.

I n T E Rm ED I AT E : Narrow down your results.

UseLinkedInsearchfilterslikelocation,industry,andcurrentcompanytohoneinonyourtargetcandidates.WithRecruiterLite,accessadditionalfilterssuchasfunctionandsenioritylevel.

I n T E Rm ED I AT E :

Save your searches for automatic updates.

Savethesearchesandfiltersyou’vebuilttofindidealcandidates,andget

notificationswhennewresultscomein.Thiscan

beveryhelpfulwhenhiringforthesamerole

onanongoingbasis.

I n T E Rm ED I AT E :

Access your 3rd degree network.

Ifyou’reunabletofindqualifiedcandidates

throughyourpersonalandcompanynetworks,

broadenyourfocusandtapintoyour3rddegreenetworkwith

RecruiterLite.

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I n T E Rm ED I AT E : Engage in LinkedIn Groups.

Identifyactivemembersintargetgroupswhofityourhiringcriteria,andstartaconversationbycommentingontheirpostsorreachingouttothemdirectly.

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SEARChFoRCAnDIDATES3oF 5

ADvAnC ED :

Keep track of potential candidates.

StayorganizedbytaggingLinkedInmemberswhofityourhiringcriteriausingLinkedInContacts.

A DvAnC ED :

View full candidate profiles.

WithRecruiterLite,getanexpandedlookintoprofilesofcandidatesoutsideyournetwork.viewtheirworkexperience,skillsandexpertise,andconnectionstoseeifthey’dbeagoodfitfortherole.

A DvAnC ED :

Create and manage your shortlist.

hiringformultipleroles?UseRecruiterLiteProjects

tobuildalistoftopcandidatesforeachofyouropenpositions.

I n T E Rm ED I AT E :

Find people with similar skills.

QuicklyidentifyLinkedInmembersthatclosely

matchyourtopcandidateattributesusingthe“People

SimilarTo”sectiononanidealhire’sprofilepage.

To learn more about LinkedIn Hiring Solutions, visit lnkd.in/premiumhiring

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ADvAnC ED :

Message candidates outside your network.

WithRecruiterLite,youcanmessageanycandidateonLinkedInusingInmail.onav-erage,Inmailgetsaresponserate3xhigherthanthatofemail.Plus,ifyoudon’tgetaresponsetoyourInmailwithinsevendays,you’llreceiveanotherInmailcreditforfree.

I n T E Rm ED I AT E :

Show you’re being selective.

Whenyoureachout,usesectionsoftheirprofilelikeSkills&Expertisetoidentifyandhighlightthespecificskillsthatmakethemanappealingcandidate.

I n T E Rm ED I AT E :

Get a warm introduction.

AfteridentifyingpotentialcandidatesonLinkedIn,

leverageyournetworkandgetintroducedthrough

mutualconnections.

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ADvAnC ED : Atract relevant candidates with LinkedIn Jobs.

AdvertiseyouropenpositiontotheLinkedIntalentpoolwithajobpost.Usingyourjobdescription,LinkedInactivelydisplaysyourjobtoLinkedInmemberswhobestmatchyourhiringcriteria,drivinghigh-qualityandrelevantapplicants.

To learn more about LinkedIn Jobs, visit lnkd.in/aboutjobs

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ADvAnC ED : Reach out to profile matches.

Ifyoupostajob,LinkedInJobswillinstantlysearchthenetworkforupto24memberswhobestmatchyourrequirements.Althoughthesemembershavenotappliedtoyourjob,youcancontactthemdirectlyusingthefiveInmailcreditsthatareincludedwithaLinkedInjobpost.

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Reachouttomutualconnections,suchasalumniorformeremployees,toassessacandidate’sstrengths.

I n T E Rm ED I AT E : Do your homework.

Reachingouttocandidatesthroughouttheinterviewprocesscanmakeallthedifferenceinconvertinganinterestedcandidateintoahire.UseLinkedInContactstosetreminderstofollowupwithcandidatesoneday,oneweek,oronemonthdowntheroad.

ADvAnC ED : Schedule your follow-up.

keeptabsonyourqualitycandidatesduringtheinterviewprocess.UseRecruiterLitetotracknotes,messages,andactivityhistoryforeverycandidate.

ADvAnC ED : Manage your candidate pipeline.

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ChECkLIST

MonthlyCh EC k L I S T :

Evaluateupcominghiringneedswithyourteam.

PostopenpositionsastheneedarisesusingLinkedInJobs.

StayintouchwithexistingandpotentialcandidatesusingContactsandRecruiterLite.

CommunicateopenpositionstoemployeesandencouragethemtosharewiththeirLinkedInnetworks.

DailyCh EC k L I S T :

Checksavedsearchresultsandidentifyinterestingnewcandidates.

organizenewandexistingcandidateswithContactsandRecruiterLite.

Respondtoanyalertsandremindersthatyouhavesettofollowupwithcandidates.

RespondtoanycandidateInmailmessagesorjobapplicationsyoureceivefromcandidates.

Weekly Ch EC k L I S T :

Createanditerateonadvancedsearchestosurfacetopcandidatesyoumaynothavenoticedbefore.

Savenewsearchestoreceiveautomatedalertswhennewcandidatessurface.

Connectwithexistingcandidatestocreateaqualityinterview/hiringexperience.

PromotecareeropportunitiestofollowersofyourCompanyPage.

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B u I l d y o u R p I p e l I N e 1 o f 5

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