Recently, I spoke with a business owner who had a small sales team reporting to her. I asked her if she used LinkedIn, to which she replied, “Yes.”

I asked if her team used LinkedIn for business. She said “No, I don’t want recruiters offering them a new role”.

I explained to her that the strategy we use for business development is different than for a job seeker.

To achieve a result on LinkedIn you must first have a goal. LinkedIn profile development needs to have a specific purpose.

Once the purpose is established, a strategy can be developed. This way you can ensure the profile meets the purpose.

Being without a strategy is a bit like being in a noisy room. You hear a lot of sound.  You don’t hear anything clearly.

A recent article by Mind Tools highlighted:

“LinkedIn can help organisations increase visibility for their products and brands”.

Once you have your purpose you can target your strategy by:

KNOWING YOUR AUDIENCE

Know your audience, what they want and deliver it. A job seeker’s audience includes recruiters, while a sales team’s audience includes clients. What one audience wants to see in your LinkedIn profile is different to the other.

HOW THEY FIND YOU

Research and identify how your audience will find you. By knowing how your ideal audience finds you can align with the search terms your audience uses.

EVIDENCE TO SUPPORT CLAIMS

Have the right plugins. For a job seeker, this is more about a personal website.  For businesses it is a great opportunity to leverage internal communications.

CLEAR CALL TO ACTION

Ensure that your call to action align with your goals and purpose.  A LinkedIn profile that is being used to support business development will be different to that of a job seekers.

YOUR CONNECTIONS

Maintain and grow connections that support alignment to your purpose.

These 5 ways will ensure that your LinkedIn profile aligns with your purpose.