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How colleges should be using LinkedIn
What is LinkedIn?Facebook for professionals
Much more than an online CV
A means of building relationshipsSocial media display platform
A way to communicateA (soft) sales toolA research tool
AdvertisingVacancies A PR tool Answers Groups
Polls
LinkedIn Stats
2002 – concept started in Reid Hoffman’s living roomApril 2003 = 4500 members
135m+ professionals around the worldNovember 3, 2011
31m+ members in Europe November 21, 2011
8m+ members in the UK December 6, 2011
Agenda
The college’s LinkedIn strategy
Building/optimising your profile
Building/optimising college profile
Building your network
Engaging employers/stakeholders
South Essex College needs a LinkedIn strategy for:
Senior Leadership TeamIncrease your network of business/stakeholder contacts to
help achieve college objectives
Business Development / CPD TeamsTo develop their full cost training and apprenticeships objectives
Marketing TeamTo promote the college and the college’s achievements in helping learners realise their objectives
Heads of Department / Trainers / Lecturers To engage with students / employers etc
Corporation memberProfessional networking etc
Colleges will have to adopt a comprehensive offline and online business development strategy in future – especially for apprenticeship, HE and full cost work
Offline lead generation via direct contact, referral and networking
Online lead generation via Google, LinkedIn and employer responsive web content…
The above can be managed to provide evidence for Ofsted et al
So Why Use LinkedIn To Engage Employers? Six degrees of separation
It’s where our target clients/ contacts are congregating…Business Networking site
Effective tool to keep in touch with your contacts
Will help you keep up to speed with what’s happening in your region and area of expertise – there are expert groups for most
things Help you position yourself as an expert in your field
Part of our lead generation strategyPart of our Search Engine Optimisation strategy
LinkedIn is about building relationships
Not a sales tool
Primarily for building your reputation through trust
Also showcasing your skills and branding yourself
Building Your profile
3 Key Phases:
1: Optimising Your Profile
2: Building Your Network
3: Engaging Your Target Audience
Optimising Your Profile
Most important part of your LinkedIn strategy
The biggest mistake is not to complete your profile
IndicatesWho you areWhat you doWhat benefits you can offer other people
Objective is to position you as an approachable, helpful expert in your field
Show that you can help solve problems
Keywords
Recommendations
Connections
More Keywords
Searchers
Summary
Social media links
People will look at your
Headline
Summary
Specialities
And evidence ….. e.g. recommendations
How to achieve 100% complete profile:
Getting Recommendations
Critical for credibility
Evidence from 3rd parties that you are good at what you do
Much more powerful than what you say about yourself
Shouldn’t ask for recommendations ……. spontaneous recommendations read better
Recommend others
Colleague recommendations aren’t as powerful as client recommendations but are worth considering in the early stages
Building Your Network
Can search for contacts .. Some will be recommended
Can use LinkedIn tools Will search your Outlook contacts and identify potential connections
Far more effective if you personalise an invitation to connect
Avoid the standard invite….
Search bar – search by people, company, jobs, groups etc.
Drop down box of companies
Personalise the search
Some Tips To Help Engage More Employers…
Check your Company Profile• Is it selling the benefits of your College?
For employers focus on promoting your employer provision / training / apprenticeships …. Not School Leaver offer
Your personal focus will depend on your area of interest
Searching for Contacts
Bloodhound search for aviation staff within 10 miles of Basildon
Say I want an introduction to the CEO at City and Guilds
All about Groups
• Join Groups that will help you achieve your objectives…
• Great way of expanding your network• Establish your credibility by sharing your
knowledge– Training e.g. legislation update for health and
safety – Don’t make too sales focused: goal is share
not close the sale..
421
In Groups … can
• Search by locationE.g. Chamber of Commerce, Business
Networking Groups,
• Search by SectorE.g. Retail,
• Search By ExpertiseE.g. Training & Development
Add Value to Your Network & Groups…
• Always provide useful information:– Share information – articles, news, events,
surveys, questions, case studies, etc
Some Tips To Help Engage More Employers…
Optimise Your Profile• 100% Complete• FHE/Training Related Keywords• Don’t use too much jargon / FE
terminology • Update Status (keep it business
focused)• Share PowerPoint presentations etc
Get Recommendations
• Client – best endorsement
• Supplier – how professional you are
• Colleague – mention specific skills you want to promote
Join & Participate In Relevant Groups – Answer questions– Contribute to business discussions
Always check LinkedIn Profile before meeting prospective clients, interviewees etc.
Participate in discussions
Answer Questions
College LinkedIn Strategy1. Lead from the top – SLT to use as a demo to other
managers
2. Develop a policy to encourage use .. But protect the college from being brought into disrepute
3. Build / optimise personal profile
4. Develop your business objectives
5. Use LinkedIn in a way you feel comfortable with – e.g.
1. Search for existing/potential business contacts
2. Research local businesses
3. Join groups
4. Post / Answer questions