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While posting a job to LinkedIn is similar to any other job website – adding details about the position, skills, and requirements – where the site separates itself is with company profiles, allowing you to provide potential candidates with a lot more information about your company and the people that work there.  Here’s how they work and how to set one up:

1. To get started, go to the “Companies” menu on LinkedIn.  From there, select “Add Company”

2. Enter basic information about your company, like its description, number of employees, and industry it operates in.

3. Follow LinkedIn’s wizard for creating your company profile – you’ll be able to add a logo, locations, and a feed for your company blog.

Once you’ve completed LinkedIn’s steps for getting setup, your company profile will be available. Now is where it gets interesting though.  In addition to showing off the basic information you provided, LinkedIn will pull in data about your company from around the site.

So, for example, all of your job listings will automatically show up on your profile, along with links to the profiles of all current employees, former employees, new hires, and recent promotions.  LinkedIn also does analysis of your company and the connections that your employees have on the network.  For example, it will automatically calculate your company’s median age, top schools, and other companies that they are well-connected to.

As you can imagine, all of this aggregate data about your company gives potential candidates (as well as anyone else interested in your company) a lot of information to dive into and help determine if it might be a good fit for them.  And for you, once it’s setup, it all happens automatically as you and your employees use LinkedIn, though you can always make edits to your company’s basic profile information.

LinkedIn recently also added a premium product – Custom Company Profiles – that lets you add more features, like videos about your company and positions, interactive polls, and several customization options for recruiting.  These are worth considering for larger companies (they come at a price), but for small businesses, a basic LinkedIn company profile should be enough to add lots of efficiency to the recruiting process – both for candidates and for you.

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But with the more mainstream platforms like Twitter() and Facebook() being used for business purposes, some professionals are neglecting their LinkedIn profiles. While LinkedIn is certainly not as dynamic as other social media sites, it still provides a lot of value — if you use it correctly. So whether you’re new to LinkedIn or a veteran, here are some of the things you should consider incorporating into your LinkedIn strategy.

1. Include a Photo Avatar

Eric B. Meyer, an associate in the labor and employment group of Dilworth Paxson LLP, reminds us that when using a professional networking site such as LinkedIn, “don’t give a potential employer an easy excuse to remove you from consideration. Use a professional headshot and scrap the picture of you doing a keg-stand.”

He adds that “an employer may not discriminate when selecting one job applicant over another. For example, an employer may not base a hiring decision on such things as race, religion, gender, and national origin. Although actually proving an employer made a discriminatory hiring decision may be difficult.” Businesses who engage in hiring discrimination are the exception, not the rule. Just remember, by using an avatar, you will be providing information about yourself a prospective employer may not have otherwise obtained on its own.

2. Build Your Network of Connections

So you might say to yourself, if small numbers in the connection department signal you’re a novice, do large numbers mean you’ll connect with just about anyone? Koutsis says not necessarily. “I do not believe there’s a maximum number of connections that makes someone look like they will just connect with anyone. LinkedIn only shows 500 then adds the + sign after the 500 so you never really do know how many more than 500 connections someone has until you connect with them.”

3. Use Status Updates to Your Advantage

Lori Burke, director of human resources at Neighborhood America, explains that updates are not only an interesting read, but very valuable. “I’ve found new networking groups I may not have thought about [via status updates]. Additionally, it allows me to learn what others are involved with or in, who they may be connected to, etc. In total, it widens the scope of knowledge for me.”

4. Seek Meaningful Recommendations

It’s important to get good solid recommendations and Meyer offers some thoughts on how to do that. First, “think about who knows you best. It could be a co-worker or manager. It could also be a client or customer for whom you just did an incredible job on a huge project. If you seek a recommendation from a client or customer, be polite and remember to thank the person who gives you the recommendation.”

Then, “If you are going to seek a recommendation from a co-worker or manager, keep a few things in mind. Many employers have written policies against giving out anything other than neutral job references to current and former employees. These policies generally focus on giving recommendations, as opposed to seeking them. Still, as a courtesy to the person in your company from whom you seek a recommendation, just be sensitive to your company’s neutral reference policy.”

5. Optimize Your Profile

Burke doesn’t mind if the full content of the resume is on the profile as it can be helpful when searching for candidates. However, it is a bonus “when I find networkers who have added more content than you might find in a resume, such as a link to their portfolio.”

When filling out your profile, you should think about your goals for the type of networking you hope to get done. Also, since LinkedIn has the ability to search any word in the content, both Burke and Koutsis suggest listing all relevant keywords at the bottom of your profile if you want to be found easier.

6. Use Groups to Expand Your Reach

However, Meyer reminds us it’s possible to be viewed in a negative light based upon group membership. “For some time now, many employers are going beyond simply running a criminal background check in order to vet job applicants. Employers may be Googling candidates, checking out their public postings on Facebook, reviewing tweets on Twitter, and scrutinizing LinkedIn profiles. In a down economy — as in any economy, really — employers want to fill job openings with the best possible candidates.”

Today’s rule of thumb should be that anything you post in an online profile may as well be listed on your resume or bio. If you belong to a LinkedIn group that is inconsistent with the business image you wish to portray, then that could be a challenge for you. Meyer shared with me the example of belonging to a group called “The Deer Hunters” while applying for a position with an animal rights group (let’s just say, good luck with that).

7. Consider Whether to Link Your Profiles

On the other hand, Lance Haun, vice president of outreach at MeritBuilder, explains that LinkedIn is “a snapshot of your life at the time you updated your profile so including Twitter, Facebook, or a blog helps to add living context to your profile.” With the lines between work and life being blurred, posting something business related at 1:00 PM and a picture of a cat at 1:00 AM helps “bring the picture of a person together completely.”

In the end, Koutsis asks, “if people see no reason after viewing your profile to connect with you, then why did you reach out to them in the first place?” The most important thing we can do is create a complete and compelling profile. Because the bottom line is the value proposition you propose when you try to connect with someone on LinkedIn.

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Should Businesses Care About LinkedIn?

Of course they should. LinkedIn has over 20 million members. LinkedIn can be used by businesses and departments of any shape and size, and requires little social media know-how. Search Engine Guide’s Jennifer Laycock recommends LinkedIn to small businesses that are looking to start using social media but just don’t have a lot of time to do so. Here’s an HR perspective from Jim Stroud of The Recruiter’s Lounge:
“LinkedIn is a tool recruiters cannot ignore. Recruiters who do not want to be bogged down with resumes turn to LinkedIn to find quality candidates and their peers. On the flip side, some recruiters use it to build up a massive list of contacts that they can use for email campaigns. This of course, is not the intention of LinkedIn, but its a fact of life. LinkedIn is becoming the next “Monster” with more and more recruiters turning to it.

How Do You Get the Most Out of LinkedIn?

The old adage that “it isn’t what you know, it’s who you know” still holds value. LinkedIn takes this thought one step further, making it “who you will know soon to be of utmost importance.” Using LinkedIn, I’ve trained small businesses to spread their wings and get connected with companies that they might otherwise have thought were beyond reach, and to the persons they were looking for in those companies.

So, how do you meet people? Well, you can’t throw sheep or sick your zombies after them. There’s also no chat. And guess what? That’s totally fine. Many who use instant messaging aggregate different chat networks into a single app such as Digsby (), Trillian (), or Pidgin (). So who needs another chat app?

Here are seven features LinkedIn does have that you should take advantage of:

Quick Lookup – Look up who you are having that next business meeting with. You’ll be able to break the ice right away.

Q&A – Post questions to others in your industry. The Yahoo Answers look and feel of this feature has definitely made LinkedIn more active and interesting. A public question can be responded to by anyone that works in really any discipline. Such was the case where Derek Edmond spotted a discussion occurring about the trustworthiness of SEO.

Recommendations – Have clients or co-workers post recommendations, which future employers and clients can view to gauge your skill and level of trustworthiness. Conversely, if you’re an employer, these imply trustworthiness for a potential freelancer or new hire.

Background checks – Look up potential new hires or freelancers. This should be right up there in an HR manager’s toolbelt.

See what your competition is up to – Keep track of what others in your industry are up to. Network updates gives you a feed of recent activity, so you can see who your connections have friended, groups they have joined, and the people they have recommended. You’ll even be able to see when people are switching jobs.

Introductions – Use people you already know to help make introductions. It’s a great way to get in the door with a company you need to contact.

Open Networking – Go out and become a LION! You are an open networker.

What’s Next?

LinkedIn has made a lot of recent updates and additions, including:

Group mania – LinkedIn has been making great strides in the groups area, having added search within groups, discussions within groups, groups you might like, and sharing groups. When you think about how much engagement and adoption groups have brought to Facebook (), you’ll really begin to appreciate these changes.

Profile page – since most LinkedIn users spend a great deal of their time on profile pages, the subtle UI (user interface) changes done to the profile page are a great update.

iPhone app – LinkedIn has a pretty spiffy iPhone app that’s worth trying out.

While I really appreciate these additions, I think it would be great for LinkedIn to tell beginner users more about why to use the service. Similar to Twitter using the CommonCraft show’s Twitter in Plain English, LinkedIn could use its LinkedIn CommonCraft video to make beginner users see LinkedIn’s true value of building connections to help accomplish your business goals.

What are your thoughts?

How do you get the most out of LinkedIn? Tell us about success you’ve had on the service in the comments.

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