Networking site that could be the missing link to business success

This month marketing manager at Generate UK, Emma Lewis brings top tips for getting the most out of LinkedIn

John Herring


John Herring


01635 886633

Networking site that could be the missing link to business success

STILL not using LinkedIn yet?

In this digital age online networking can increase your contact database to include a much wider audience than traditional networking has been able to previously.

LinkedIn is the world’s largest professional network, with more than 300 million members worldwide in over 200 countries.

If you are not currently a member, you could be missing out on hundreds of potential business connections.

If you are already a member and would like to know how to get the best out of this valuable platform, then read on.

Success on LinkedIn will come from understanding why and how it works – this is important so you can maximise its potential to get the best results. Unlike Facebook and Twitter, LinkedIn is a professional channel, not social media.

LinkedIn is intended for professionals wanting to connect with each other, make recommendations, referrals and introductions.

Although this is nothing new in business, the fact that LinkedIn has such a vast number of members means you can use it strategically to assist you in making smart, qualified connections.

If you are serious about expanding your professional network and want to engage with the professional community, LinkedIn is the place to be.

Get the most out of LinkedIn with the following tips:

Enhance your profile

Develop your profile to represent your own personal brand on LinkedIn.

LinkedIn is a professional platform, which should be taken into consideration when publishing content on to your profile.

First impressions count, making your profile photo one of the most important elements of your presence on LinkedIn. Your profile picture should communicate that you are friendly, approachable and professional.

It is recommended that your profile picture should be a professional headshot, with 60 per cent of your face in the frame and the background not distracting in order to keep your face as the focal point.

In order to be found more easily, you can also create your own personal LinkedIn url. Your LinkedIn profile should also showcase your expertise and skills with endorsements from your contacts. The summary should highlight your skills and achievements within your field.

Build your network

As well as adding your own database of contacts to your LinkedIn network, you can also request introductions, expanding your network.

LinkedIn is an ideal engagement tool that allows you to research and reach out to prospects. List the connections you wish to make contact with based on the value you can mutually share.

There is strong etiquette on engagement on LinkedIn, although posting regular good-quality content adds value. It is frowned upon to send your connections frequent non-permission based sales emails.

Business benefits of LinkedIn

LinkedIn allows you to create company pages. You can optimise your company page in order to increase your reach across LinkedIn.

Targeted Pages

LinkedIn gives you the ability to create targeted company pages to showcase your products and services with variations for different audiences you can target based on industry, location, company size, seniority and position.

Rotating, Hyperlinked Banners

LinkedIn gives you the option of displaying up to three banner images to each of your company profile pages.

This gives you the opportunity to provide high-quality targeted content to your audiences. The banners can include hyperlinks with targeted call to actions to support your message.


Adding a video to your company page is a great way to encourage engagement with your audience.

The videos can be displayed on your products and services page, but also on your careers page.


Find your next star employee with the option to advertise jobs on LinkedIn.

You can target the advert to meet your requirements, giving you the opportunity to appear in front of the right people.


Your profile is looking good and your company pages are set up and optimised to promote your company, so you can now increase your reach on LinkedIn with targeted paid advertising.

Hopefully this article has helped you to see the benefits of LinkedIn to increase your professional network. If you would like more advice on setting up and monitoring your LinkedIn page, we would of course be delighted to provide further assistance. Please contact us on 01635 887711, or email us at info@generateuk.co.uk

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