Social media is a great place to learn about and create a digital conversation with your market. However, potential employers do not want to be talked-to, or worse yet sold-to on these platforms. Your followers want to know they have a place to come learn, to ask questions about things THEY care about, and to know they are being heard.
Here are some things we’ve learned from listening to those we’ve served since the advent of LinkedIn, the preferred place for professional level job seekers to leave their “digital footprint.”
THIS Week’s Session, Thursday, July 25th… A LinkedIn PRIMER: Exploring Tasks #2 & 3, developing your network and finding JOBS via LinkedIn
In “PUSH Marketing,” you need to take a low-key approach and offer 90% of insights and education to your market, with only 10% of things that would be seen as a sales pitch. Of course, ALL your social media content is “selling” in one way or another, but your market will be turned off if it comes across as a hard sell.
On the other side, don’t just post silly photos or motivation quotes. Position yourself as a subject matter expert and a source of real help to your followers, by sharing valuable information your market cares about (using UPDATES to post white papers…or sprinkle them in to your Profile).
“PULL Marketing,” on the other hand, requires a concerted effort to optimize your keyword concentration (SEO) to attain high page ranking in keyword searches. This is where most beginners start as they learn and gain confidence with the various functionalities offered by LinkedIn
The challenge is that either approach, when taken to an extreme, could be viewed as manipulative or ‘gaming the system’ (extreme pull)… or just too much narrative fluff (extreme push). WE will be taking a down the middle-of-the-road approach which will give both beginning and intermediate users of LinkedIn the ‘best of both worlds’ in LinkedIn utility.
In-Sync, NOT Duplicate Personal Marketing Collaterals
While one’s resume is all about wise use of two pages worth of ‘vertical space,’ your LinkedIn Profile has no such limitation, but contains the very same elements of content: A clear positioning statement, a concise qualification summary, evidence of your supportive experience, and your education/ training.