What to Do – and Not to Do – When Using LinkedIn to Advance Your Executive Career

Networking with the right connections using a curated LinkedIn profile showcases recent achievements and leadership experiences have become an essential asset for senior-level job seekers.

When a colleague suggests a candidate for a senior-level role, executive recruiters invariably turn to LinkedIn as their first point of validation. Eighty-seven percent of recruiters use LinkedIn to find talent, a recent report  on CNBC noted.

LinkedIn is where fellow executives, hiring managers, and executive recruiters discover each other, seek affirmation through common connections, and promote their accomplishments.

An executive presence on LinkedIn goes beyond a static online resume. This powerful networking platform provides executives with an opportunity to showcase their expertise through thought leadership, to nurture important relationships, and to position themselves for their next roles. By leveraging LinkedIn effectively, leaders can create a compelling personal brand that resonates with industry peers, potential employers, and valuable connections.

If you have spent any time on LinkedIn, you know that professionals use their profiles, posts and comments to promote their work. While the platform makes this simple, the following best practices – both what to do and what not to do – will help you nurture relationships and promote your work while enhancing your professional reputation.

1. Optimize your profile. A well-optimized profile means that it not only lists your positions and achievements, but also uses keywords that peers and recruiters are using in their searches for talented experts. View your LinkedIn profile as your personal marketing document. Ensure your name, headline (the brief phrase under your name), and photo reflect your professional identity and what you want to continue doing in your career. Use a high-quality profile photo; professional headshots work best. 
   
   For example, Dan Inbar, former CIO at iRobot and experienced IT executive, has his photo, headline (including “people leader” and “startup mentor and advisor”) text and supporting copy (including technology specialties and digital transformation experience) aligned with his brand as a leader.
   
   
2. Determine the right search terms. Use keywords in your profile – including the headline and about sections – that emphasize the expertise you want to be known for in your field. Include terms and titles common to your industry and discipline. This helps recruiters find you based on the skills and roles for which you are aiming. Take keywords from roles you are seeking and from the cultures promoted at firms you have worked with and those where you want to work.
   
   For example: Saeed Elnaj, CIO at RELI Group, uses keywords to optimize his profile. When you read about him on LinkedIn, you know immediately what he does. Notice his headline (“driving innovation in digital, data and AI practices) and his about section (“strategic IT executive with a proven ability to translate business strategies into IT solutions”), both which include common search terms. 
   
   
3. Build out your network strategically. Connect with leaders in your industry and profession. There is power in the “common connection,” a first-degree connection you share with another person. When your name is presented for an opportunity, the first thing a recruiter or hiring manager will do is access your LinkedIn profile, evaluate your experience, and review your common connections. When you and a recruiter share common connections, it naturally elevates your status and can contribute to them wanting to speak with you.
   
   In my experience working with executive recruiters (and as a former recruiter myself), I have seen common connections helping professionals connect with people they do not initially know. Others agree. A poll I conducted on my LinkedIn profile asking if common connections matter when accepting a connection request or fielding a query matter to about half of the respondents. 
   
   4. Post content and comments that add value. Posts and comments can include your informed opinion on industry trends, tasteful and constructive advice when (and only when) it is invited, and any relevant articles or books that contribute to a discussion related to your expertise. Try to post several times a week.

CIO Arthur Phidd, a veteran executive who leads IT at Reeds Jewelers, comments regularly and posts links to articles that he contributes. His thoughtfulness serves as a good example of what to do. 

5. Convert valuable LinkedIn interactions into offline conversations. Envision LinkedIn as one big room in which to network. Ask your online interactions for offline virtual or in-person meetings. This will naturally expand your network to put you in the circles where referrals and recommendations are made. (Harvard Business Review noted this dynamic more than 10 years ago – and I continue to see its value.)

Shannon Johnston, chief information and operations officer at Invesco, shares posts showing her taking her online connections offline in professional networking settings of all kinds, from her participation in podcasts to various events. These posts demonstrate her engagement with peers and her continuing efforts to build her own network.

While the above action steps will help you cultivate your personal brand and professional network on LinkedIn – and could help you find your next career move – I also want to share a list of quick etiquette tips for the platform:

• Don’t use LinkedIn like a personal social media site. If you wouldn’t say it out loud at work, keep it off LinkedIn. Although exceptions apply, controversial opinions, inappropriate humor, and overly personal information, are best kept off LinkedIn. This includes speaking negatively about past colleagues and employers, as this will raise red flags for anyone viewing your content.
• Don’t be generic in your comments and posts. Seek to add value in your interactions on LinkedIn by expressing genuine interest in a person’s work or posted content. Vague comments like, “Interesting! Thanks for sharing!” will come across as insincere.
• Don’t send frivolous messages. State your purpose when you message someone. Attaching notes to connection requests will help start a conversation with a cold contact and are generally received better than connection requests without notes. For example, mention that you enjoyed reading a post they crafted and you would like to connect.
• Don’t be pushy. When reaching out for job opportunities or professional advice, ensure your messages are respectful and concise. Avoid being overly aggressive or persistent in follow-ups, as this can come across as desperate or pushy. Consider beginning networking meeting requests with, “In the spirit of networking, I am reaching out to [request]…” End follow-up messages with “…I know you will reply when you have an update. I am reiterating my interest…”
• Avoid gratuitous self-promotion. Keep your self-promotion limited to your own content. Do not use others’ posts as an opportunity to post links to your own content. If a fellow CIO posts about their upcoming speaking event, congratulate them. Do not promote your speaking event in the comments of their post.

LinkedIn is one of the most effective networking tools ever invented, and hiring happens on the platform every day – either through formal job postings, or often, through networking and referrals. Use it to build awareness of your professional expertise and experience, to make connections and find new opportunities.

Improving your visibility and demonstrating your unique value proposition through your profile, posts, messages, and comments on others’ content will position you to be top of mind when those hidden opportunities come through your network.