Often underestimated and yet successful
For a long time, LinkedIn was rather unpopular, especially in Germany, as it was considered a predominantly American network that was unlikely to make waves in the German market. In this country, people prefer to use the domestic network Xing to position themselves and network on a business level.
Within a very short time, however, LinkedIn expanded its portfolio of features, improved its user experience, and worked on its image. As a result, entrepreneurs increasingly discovered the many opportunities already offered by a free membership that you have to pay for at the German competitor.
LinkedIn is also social media
Anyone who signs up on LinkedIn is not looking for personal interests, hobbies or nice vacation photos, but primarily for exciting contacts who can help you advance professionally and, in the long term, even become useful for your own company.
At its core, LinkedIn is a social media platform like any other: you share your thoughts, inspiring stories, or critically engage with topics that move you. The difference: these posts are usually professional content that is related in one way or another to professional career or company goals.
The network is one of the big players, with 810 million users worldwide, 17 million in the DACH region alone, and the trend is rising.
There are two main profile options to consider: the personal profile and the company profile.
Step 1: I show who I am and what makes me tick – the personal profile
The profile of a private person serves as a kind of digital business card with an attached resume. Current and past work experience can be recorded in it, as well as volunteer activities, special qualifications and awards and publications. From bachelor theses to scientifically relevant and recognized reference books, there are no limits for the users.
The person profile focuses on personal branding. We show who we are, what we can do and what makes us tick in our everyday professional lives. Through smart and uncomplicated people search, we can network with interesting personalities who share our views and with whom we can exchange ideas. However, the LinkedIn network requires constant maintenance. As on many other social media platforms, the profiles that look serious and inspire confidence are those that have many contacts.
But not only personal branding is made easy for users. The job search is also greatly simplified. Through various search filters and keywords, the platform filters out job offers and also offers the possibility to apply directly through the digital resume.
Step 2: Brand awareness and employer branding – the company profile
For entrepreneurs, LinkedIn offers a true playground for brand awareness and employee acquisition. On the company profile, updates can be shared easily and interaction with the community can be boosted, for example through interactive surveys.
It is also comparatively easy to find new employees here via the job search, and the response is great.
Above all, however, existing employees should not be underestimated. By stating their current job and linking to the company profile, they act as authentic brand ambassadors and help the company site stand guard and be noticed.
Conclusion
LinkedIn has long ceased to be a niche website and is enjoying ever-increasing popularity. Private individuals can communicate their expertise to the outside world, and companies become better known. In the meantime, we are increasingly encountering the term “LinkedIn Influencer”, i.e. someone who has a particularly high level of skills in their own field and thus actively supports or enlightens other people.
Events, social selling and advertising are other features that help position the company in the market, attract new customers and make a name for itself.
So LinkedIn is not a trend that will soon pass. LinkedIn is an opportunity, a stepping stone if you will, to take yourself and your business to the next level!
Let’s get connected!
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