Guest Post: Lose the suspicion and start making money from LinkedIn


Rob Wilmot, Owner and Director of bcsAgency explains why companies in the construction and engineering sectors need to do more with LinkedIn.

I regularly help businesses tune into LinkedIn and the power it has to generate wealth. But the biggest issue I come across is a great tension between employers and employees on the subject. For most business owners, it’s the fear of poaching: they’re nervous about staff using their LinkedIn online CV as bait for recruiters and head-hunters. From the employee point of view, LinkedIn is a personal social media tool, so back off big brother employer!

But there is a middle ground which is a win-win for both.

For the employer – don’t grumble about LinkedIn and the risks of losing your staff. Don’t treat your employees’ use of LinkedIn with suspicion, you’ll simply drive it under-ground. Embrace it as a new sales channel and encourage your employees to see it as such. For the employee – focus on using LinkedIn to increase sales. You’ll be happier, and so will your boss.

Here are my three top tips employers can quickly implement and employees get on-board with.

1. Create and promote a company page

List the core competencies of your business under the ‘Products and Services’ tab. You can then ask your customers to recommend these competencies, which increases you profile on LinkedIn.

Ask your employees to link their current position to your company listing on LinkedIn.

Claim your company LinkedIn address e.g. /yourcompanyname and then publish it on your business cards, e-mail signatures, essentially anywhere you would publish a web address or telephone number.  LinkedIn has a widget you can add to your website to encourage visitors to ‘follow’ your LinkedIn company profile.

Publish regular status updates from the company profile, as well as encouraging your employees to talk about the good stuff your company is doing through their individual profiles. The more followers you get, the more likely it is that they will like or share what you post on LinkedIn. Keep this up and your followers should increase exponentially.

2. Take the initiative

Invest time and maybe a little money getting your employees trained up on the basics of how to generate new business on LinkedIn. Once they start seeing some success from this they’ll invest more personal time honing these skills and less time looking for another job.

3. Focus in on using the LinkedIn introductions tool

This is the most powerful feature on LinkedIn. So how does this work? I have 900 direct connections on LinkedIn and these appear with the number “1” against their profile. LinkedIn enables me to ask these connections for an introduction to someone in their connections (who I’m not immediately connected with) – LinkedIn assigns the number “2” against these. And I can even go as far as asking for an introduction to one of their connections – those with the number “3” against them. By using this method, I can reach nearly eight million professionals through my 900 immediate LinkedIn connections. I generate lots of new business from using this tool. Why? Because when I ask for an introduction via one of my connections and they pass it on, they are effectively endorsing me. It’s just like a letter of introduction from the good old days.

Guest Post: Rob Wilmot.   Owner / Director  bcsAgency     twitter @robwilmot

One of the founders of Freeserve, Rob has spent the last 15 years immersed in design and development of online strategies for brands including Premiership football clubs, global manufacturers, e-commerce retailers, and financial services organisations. Rob is also delivering digital strategy services for Saint-Gobain Building and Distribution in the UK.  A regular speaker at events up and down the land (and around the world), what Rob doesn’t know about social and digital media probably isn’t worth knowing. Rob is also a regular contributor to the Real Business website.

Tags: , , , ,

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: