A potential new employer checks you out on LinkedIn. Do they see an impressive CV, that you’re influential, and that you have a well-developed network of high-calibre people?

Or will they just see an old photo, an outdated resumé and a few dozen connections?

Stanley Henry of The Attention Seeker says that’s not enough to get the most out of this influential social platform.

He says the first thing many people do after meeting you at an event, being referred to you as a potential client or seeing your job application is check out your LinkedIn profile. And they’ll judge you on it.

“Nothing is as effective as personal reputation and relationships in business,” he says. “Networking and connections are part of ‘your brand’. So, don’t leave it to chance. Control it.”

If you’ve neglected LinkedIn, it’s not too late to start now, he says.

“You can become influential within your own personal or business circles. LinkedIn creates opportunities every day. And it’s not just for when you’re looking for a job.”

Stanley returned to NZ at the end of 2019 and started The Attention Seeker, just before the first lockdown in 2020.

Now he leads personal branding and marketing for multimillion-dollar companies in New Zealand and internationally, has a team of 14 in Auckland and outsources work to the Philippines.

A fast-growing platform

In 2016 there were just 1.5 million Kiwi users of LinkedIn, but by February 2022, there were 2.3 million.

That’s 47.7 per cent of the entire New Zealand population, and 1.4 million of those are people aged 25 to 34.

So, why is LinkedIn worth your time and effort, and how can your profile be worth a million bucks?

There have been changes at LinkedIn, says Henry.

“It’s optimised its algorithm to show relevant content from within a network instead of allowing big influencers to dominate.

“Unlike other platforms, this lets small companies build and grow, not just corporations.”

Small start-ups can turn into businesses worth millions or billions by using business-to-business marketing on LinkedIn, says Henry. He cites the example of the owner of a small IT startup he worked with.

“It started with a team of two.

“Through the power of digital marketing via LinkedIn, the business has grown to having 36 clients and a massive following within its industry. He’s on his way to becoming a thought-leader.”

The rise of the thought-leader

For a chief executive to become an industry expert, they need to become a thought-leader in their industry, says Henry.

“A thought-leader is more than a marketing strategy and a way of promoting your ideas, your role and work of your company. It can help change the nature of your company culture and industry.

“The content you produce as a thought-leader can help raise the value of ideas and the spread of information in general. You become a person people want to associate with and connect with.”

He says LinkedIn is the perfect platform to host that content and nurture that community.

How to use LinkedIn

Here’s how to build a digital influence fast, says Henry:

1. Start by using your personal profile. Who you are on LinkedIn is far more powerful than any company profile and will give you more organic reach. Building a personal brand is about ensuring others know you as a person first.
2. People build rapport much faster with faces so we recommend candid shots in a work or professional environment.
3. When you use LinkedIn, think about the content you post. Focus on the why, rather than what you do. Approach each post as a thought-leader within a company, rather than from a company perspective.
4. If you’re a small or medium business, people love it when you share your business journey – both good and bad. Be authentic with your storytelling. Share the wins, the lessons you have learnt. How have you grown from the experience and what did you learn to help you in the future?
5. If you’re a chief executive or leader, why do you get out of bed every day? What are your core beliefs? What conversations do you want to have?
   How can these be related to leadership, failure, community, networking, entrepreneurship and team. Post on these subject matters three to five
   times a week, and also interact with others’ posts.
6. LinkedIn is a conversation, not a speech, says Henry, so engagement is important. Comment and engage with other people’s posts. It’s about having professional conversations. As a user, you don’t need to make your own content, you can comment on other people’s posts instead. They get a notification along with everyone who interacted with that post before you. LinkedIn also displays your engagement within your network, so your connections know what you’re interacting with.
7. Being consistent is key. Content on LinkedIn doesn’t stay around long. It’s not like social media platforms where your entire profile is content. We recommend dedicating a minimum of 10 minutes a day on the platform so your connections are still seeing you. It is a small time commitment to invest in your business connections and peers, so pick a set time you’ll spend on it and don’t go over it.
8. LinkedIn isn’t stupid. Sharing company content doesn’t really get you much reach. If you want company content to get more reach, you need to pay LinkedIn and run ads.

Says Henry: “These strategies are all things we have done as a company at The Attention Seeker to create a seven-figure business.”

www.theattentionseeker.com