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Everything You Wanted to Know About LinkedIn, b...

Jonathan Rick
February 25, 2018

Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to Ask

If you’re reading this, you no doubt have a LinkedIn profile. What you may not have is a comprehensive understanding of LinkedIn’s hidden powers — how it can transform your online presence from an afterthought into a model of thought leadership.

Jonathan Rick

February 25, 2018
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  1. Objection LinkedIn is useful only when I’m looking for a

    job. Reality If you’re using LinkedIn only when you need a job, you could be letting your dream job pass you by.
  2. “A friend wrote recently to thank me for helping his

    career. Not having done a damn thing, as far as I could tell, to advance this fellow’s professional life, I was pleased to know he was referring to my insistence that he spruce up his profile on LinkedIn, whether or not he wanted to find a new job. As it turns out, a new job found him when a recruiter viewed his profile on LinkedIn.” —Adam Lashinsky
  3. Objection I have a LinkedIn profile, but it hasn’t done

    much for me lately. Reality You get out what you put in.
  4. Link in with someone ▲ 20% Write a summary ▲

    15% Add a skill ▲ 15% Join a group ▲ 10% Post an update ▲ 5%
  5. Email Dear Eleanor Franklin, It was nice to meet you

    recently. Somehow I ended up with your business card, so I thought I might as well send you an email. Let’s get lunch soon! LinkedIn Hi Elle, It was a real pleasure to meet last night at the Georgetown career fair. I didn’t realize we both went to UMD until I visited your LinkedIn profile! Do you ever go back to College Park for football games?
  6. Most People Think of Themselves This Way I’m an expert

    on politics. The Savvy Marketer Brands Him- self This Way I’m an expert about the Maryland state legislature.
  7. “There’s no rule on LinkedIn that says you have to

    meekly list your job title in your headline and that’s it. Grab attention: Let people know how they’ll benefit when they work with you.” —Alaura Weaver
  8. Job Title Managing Partner at the Whitney Group Headline I

    help trade associations raise mountains of money.
  9. Job Title Senior Vice President at the BGR Group Headline

    I help Fortune 500 CEOs and tech entrepreneurs navigate and influence Washington, D.C.
  10. 1. Fragment Trusted Communications Counselor to the C Suite 2.

    Sentence I help public relations agencies lift revenue, profits, and market share.
  11. 3. Keywords PR executive with 20 years of experience. Specialize

    in crisis communications for food and sports clients. 4. Eclectic Public Affairs at Weber Shandwick | Corporate Communications at Georgetown University | Motivational Talks via Leading Authorities
  12. Activity Coordinated press releases. Accomplishment Coordinated 8 artist press releases

    that contributed to an increase in annual sales by 14%.
  13. Activity Maintained a mailing list of customers. Accomplishment Managed a

    mailing list of 12,000 customers, the art center’s largest ever.
  14. ü increase the number of subscriptions, downloads, conversions, members, users,

    prospects? ü generate repeat business? ü close more lucrative clients? ü implement a faster sales cycle? ü shrink the online-checkout process from 3 pages to 1, thus tripling conversions? Sales
  15. ü deliver projects consistently on time, on budget, and within

    scope? ü develop templates for repeat forms, thus making the kick-off process for new clients more efficient? ü reduce the number of complaints, escalations, or support calls? Operations
  16. ü lead annual internal workshops to sharpen writing skills across

    the division? ü mentor junior staff to assume larger responsibilities? ü bring a $10,000/month contract in-house? M anagem ent
  17. Account Executive, Advertising Sales Yellow Book USA Publishing Seriously: I

    sold phone-book ads. Right when smartphones came out. In the Detroit area. The joke just writes itself. What do phone-book ads have to do with my current copywriting calling? Only everything. As a salesman, I hit the streets and talked every day with small-business owners about their passions, their dreams, their challenges. I realized that the smartest entrepreneurs have a deep appreciation for the power of marketing and a heightened BS detector. So, I learned how to shut up and listen, how to unearth hidden emotional pains and triggers, and how to convince people to buy with their hearts. This B2B knowledge now informs every writing project I take on.
  18. Most People • Managed $100K in ads for two Commerce

    Department conferences, tripling the number of attendees • Grew the S&T email list by 225%, e-newsletter click- through rate by 75%, and website traffic by 50% • Led must-win new-business proposals, winning contracts worth up to $6.5M You • Managed $100K in ads for two Commerce Department conferences, tripling the number of attendees • Grew the S&T email list by 225%, e-newsletter click- through rate by 75%, and website traffic by 50% • Led must-win new-business proposals, winning contracts worth up to $6.5M
  19. You • Managed $100K in ads for two Commerce Department

    conferences, tripling the number of attendees • Grew the S&T email list by 225%, e-newsletter click- through rate by 75%, and website traffic by 50% • Led must-win new business proposals, winning contracts worth up to $6.5M Me Ø Managed $100K in ads for two Commerce Department conferences, tripling the number of attendees Ø Grew the S&T email list by 225%, e-newsletter click- through rate by 75%, and website traffic by 50% Ø Led must-win new business proposals, winning contracts worth up to $6.5M
  20. Senior Vice President Washington Writers 2011 – Present Began as

    a senior director, and earned promotions to executive director, vice president, and, now, senior vice president. Oversee a team of 11 ghost- writers and editors (in-house and freelance). Senior Vice President Washington Writers 2011 – Present Oversee a team of 11 ghost- writers and editors (in-house and freelance). Senior Vice President Washington Writers 2017 – Present Oversee a team of 11 ghost- writers and editors (in-house and freelance). Vice President Washington Writers 2013 – 2017 Served as the chief political speechwriter. Executive Director Washington Writers 2011 – 2013 Ghostwrote op-eds for executives and celebrities.
  21. Gordon Rae Quite possibly the only person on LinkedIn who

    isn’t a results-oriented team player with excellent interpersonal skills Torquay, United Kingdom | Management Consulting
  22. “So, you call yourself a social media expert?” “Uh, yeah

    — I’ve been doing this stuff for 10 years.” “Then why don’t any of your contacts endorse you for social media?”
  23. “I’ve heard of employers who take recommendations on LinkedIn almost

    as seriously as ones received in more traditional ways.” —Sree Sreenivasan
  24. “I’m proud to be considered creative and client-focused by my

    colleagues and clients. My proudest accomplishments are the recommendations I’ve received from professionals I’ve had the privilege to work for and with.” —Greg Wilson
  25. From: Gisele Bundchen Subject: Will you recommend me? Hi Jonathan,

    I’m about to start a job search, and a recommendation from you would help significantly. I’m hoping to highlight my entrepreneurial skills, and would appreciate anything you can write to these ends. A single paragraph is perfectly fine. If you’d prefer, I’m happy to provide a draft for you to edit. Thanks so much for helping to launch my career.
  26. “I noticed you recently viewed my profile. (I swear I’m

    not stalking you — LinkedIn alerts me whenever this happens. :) What brought you by? Did I post something interesting? Are you looking for a ghostwriter?” —Jonathan Rick Try This
  27. “After you peeked at my profile, I peeked at yours.

    Our field has so many pretenders, I seldom reach out to other ‘writers.’ But you’re the real deal. I’m impressed how you’ve carved out a niche in writing about security. And I see that you live in York, PA, which is not ‘too’ far from Columbia, MD (where I work).” —Paul Stregevsky Or This
  28. “Treat an invitation like a miniature cover letter for a

    job. Sell me on the idea that we should be connected to each other, whether because of common values or interests, or because you’d like to do business together. In other words, edit the default message.” —Ari Herzog
  29. I see we both went to Hamilton. I’m a graduating

    senior interested in freelance writing. I’d love to connect because you write for Forbes, which has long been one of my favorite magazines. It looks like we both worked at ACU. After taking some time off to care for my children, I’m now transitioning back to political consulting. If you ever have a few minutes, I’d welcome the chance to pick your brain. I just read the article you wrote for Mashable on making networking less fake and horrible. You captured my feelings exactly! I’d like to connect here on LinkedIn so I can stay abreast of your work.
  30. Reason #1 I don’t know this rando. Reason #2 Connecting

    with him implies that I know or support him. Reason #3 Accepting too many requests diminishes the value of my network.
  31. “If LinkedIn were a person, it would be the guy

    who looks nice enough, but has a tendency to pelt strangers with business cards at happy hour.” —Katie Rogers
  32. From: Jonathan Rick Subject: So, we’re connected on LinkedIn. Now

    what? Have you ever wondered why you’ve been accumulating all those LinkedIn contacts over the years? Here’s one possible reason: so you can check in with them from time to time. A quick refresher about me. I run a social media consultancy in Washington, DC, and teach business writing at the University of Maryland. I also offer a variety of communications workshops that are affordable, fun, and epiphany-engendering. Now it’s your turn. When you get a chance, I’d love to know what’s keeping you busy these days? Any exciting projects slated for the fall? I look forward to hearing from you. In the meantime, stay cool during the relentless humidity.