BE ‘NOW’ NOT ‘NEW’: THE
IMPORTANCE OF MAINTAINING YOUR
LINKEDIN PROFILE
Whiteoaks’ head of digital lead generation, Andy Black, explores the advantages of maintaining a LinkedIn profile
and the potential commercial benefits for SMEs
A combination of cloud computing, the consumerisation of technology, a shift towards more flexible working and Generation Y entering the
workforce have all contributed to the creation of a new culture; one where professionals use their own tablets and smartphones to engage
both in business and with social connections. As such, people and organisations are changing the way they communicate and there is a
demand for 24/7 engagement and greater transparency in B2B dialogues.
It is vital that today’s SMEs ensure that their brand and workforce fit into this new collaborative space by becoming more transparent in
their day-to-day activities. Failure to do so could not only serve to isolate the business from its future workforce but also a new generation
of customers.
LinkedIn for example, when used correctly, is a very powerful business tool that can not only attract more business and employees but also
ensure that an SME is recognised as a thought leader in its field. It is critical to have the most up-to-date profile on LinkedIn as it represents
not only the personal brand of the employee but collectively amplifies and reinforces the brand reputation of an entire company.
Back to basics
When optimising a LinkedIn profile, users need to ensure that they provide all the basic information required for setting up a page. If a user
has no contact details it is far less appealing for a potential customer, partner or employee to get in contact. Prospects are also much more
likely to trust an SME if it has a complete LinkedIn presence, whilst positive customer recommendations help to promote a company and
its individual employees strengths and capabilities.
Once the initial profile data such as contact details and work history has been added to the site, maintaining a profile becomes a simple
daily five or ten minute job. For example, a user can post a newsfeed update, join a group discussion or link to their latest whitepaper; all
quick tasks helping to create competitive advantage and enable the SME to showcase new products and services.
In fact, it only takes around two LinkedIn status posts a day to start to build up an engaging profile. Posts can be a link to a blog, video or
perhaps a discussion question. Consistently posting help SMEs grow their LinkedIn reach, as well as entice regular traffic to the company
website.
Ever-increasing circles
As LinkedIn has evolved, new applications have been introduced such as the tag cloud search, which enables users to look for specific
words or phrases across the whole site. In order to appeal to key target audiences, both via its own branded page and that of its employees,
the SME should ensure that all key terms are replicated; it would be a shame to lose out on new business simply because the company
did not appear on the latest set of search results.
LinkedIn is also an ideal forum for networking with the digital world. It has quickly become good practice to connect with new contacts
or colleagues after a business meeting or interview. As first impressions always count, SMEs and their employees need to ensure that
they look as professional and efficient as possible. A well maintained LinkedIn page can go a long way to achieving this. Not only is this
marketing free of charge, but SMEs also do not have to dedicate any extra human resources to the role.
As SMEs and their employees start maintaining their LinkedIn profiles and become more comfortable joining groups, posting interesting
articles and contributing to conversations, the overall brand reputation of the company will undoubtedly be enhanced. This, in turn, will help
to secure potential new business leads and attract new employees – vital factors for business growth.
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