How to succeed in business using linked in

How to Succeed in Business
Using LinkedIn:
Making Connections and
Capturing Opportunities on
the Web’s #1 Business
Networking Site
Eric Butow
Kathleen Taylor

AMACOM

How to Succeed in Business Using

LinkedIn

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How to Succeed in Business Using

LinkedIn
Making Connections and Capturing Opportunities
on the Web’s #1 Business Networking Site

Eric Butow
and Kathleen Taylor

American Management Association
New York • Atlanta • Brussels • Chicago • Mexico City • San Francisco
Shanghai • Tokyo • Toronto • Washington, D.C.

Special discounts on bulk quantities of AMACOM books are
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This publication is designed to provide accurate and authoritative
information in regard to the subject matter covered. It is sold with the
understanding that the publisher is not engaged in rendering legal,
accounting, or other professional service. If legal advice or other expert
assistance is required, the services of a competent professional person
should be sought.
Library of Congress Cataloging-in-Publication Data
Butow, Eric.
How to succeed in business using LinkedIn / Eric Butow and Kathleen Taylor.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-0-8144-1074-5
ISBN-10: 0-8144-1074-X
1. Business networks. 2. Online social networks. I. Taylor, Kathleen. II. Title.
HD69.S8B88 2008
025.06'65—dc22
2008007622
© 2009 Eric Butow and Kathleen Taylor.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a
retrieval system, or transmitted in whole or in part, in any
form or by any means, electronic, mechanical, photocopying,
recording, or otherwise, without the prior written permission of
AMACOM, a division of American Management Association,
1601 Broadway, New York, NY 10019.
Printing number
10 9 8 7 6 5 4 3 2 1

Contents
Chapter 1:

Using LinkedIn to Your Advantage 1

Chapter 2:

Signing In and Changing Your Account Settings 12

Chapter 3:

Creating Your Profile 35

Chapter 4:

Searching for People 56

Chapter 5:

Adding and Managing Contacts 68

Chapter 6:

Finding and Recruiting for Jobs 84

Chapter 7:

Looking for and Becoming a Service Provider 116

Chapter 8:

Recommendations on Your LinkedIn Profile 137

Chapter 9:

Searching for Answers 163

Chapter 10:

Contacting Other Members 190

Chapter 11:

Managing the Nonresponding LinkedIn Member 215

Chapter 12:

Other Business Networking Web Sites 229
Index 241

v

1.
Using LinkedIn to Your Advantage
You may have heard about social networking sites on the Web. If you view a list of social networking Web sites (http://en.wikipedia.org/wiki/List_of_social_networking_
websites) on Wikipedia, a popular reference site, you will see links to more than 100
networking sites, available from around the world and catering to every taste. The
sites range from general, including the very popular MySpace and Facebook, to the
particular, focusing on different topics such as photo sharing, wine, and music.
LinkedIn (http://www.linkedin.com) is a Web site designed to connect business professionals and enable them to share information, get answers, and promote themselves and their businesses.
Though LinkedIn was founded in 2003, it has experienced explosive growth
only since 2006. For example, according to Nielsen Online rankings as of October
2007 (http://www.webpronews.com/blogtalk/2007/11/19/linkedin-growing-morequickly-than-facebook), LinkedIn subscribers jumped from more than 1.7 million
users to more than 4.9 million users, a jump of more than 189 percent, between
October 2006 and October 2007. In terms of percentage growth, that put LinkedIn
among the top 10 fastest growing social networking sites, beating the growth even of
Facebook and MySpace. What makes LinkedIn so popular?
The answer: LinkedIn offers subscribers a number of high-value benefits.

Promote Yourself
LinkedIn is designed for business professionals and business owners instead of for the
general public. You establish yourself on LinkedIn by creating a profile that summarizes your professional and/or business accomplishments. Without a profile you
can’t link to anyone else in LinkedIn, and no other LinkedIn users can learn more

2

How to Succeed in Business Using LinkedIn

about you. So creating a profile is one of the first tasks you need to complete. For example, when I joined LinkedIn, I set up a profile for my business and linked the profile to several colleagues.
The text that you include in your profile is searchable. So, if you’re looking for
work in a particular area, such as telecommunications, be sure to add this information
in your profile. As an example, Penelope Trunk, a syndicated career columnist for
The Boston Globe, who uses LinkedIn extensively to network with others, pointed out
in her April 24, 2007, blog entry about 10 ways that journalists can use LinkedIn
(http://blog.penelopetrunk.com/2007/04/24/ten-ways-journalists-can-use-linkedin/).
A thoughtfully completed and properly linked profile is an excellent way of promoting yourself and/or your business.
You’ll learn more about creating your profile in Chapter 3.

Grow Your Network Fast
LinkedIn offers subscribers a remarkably fast way to grow their networks. When I
joined LinkedIn, about 14 of my colleagues asked to link with me, and I asked to link
with some of them. By degrees I expanded my link network to hundreds of
LinkedIn members because my originally linked members have links to hundreds of
other connections. And those hundreds of connections have thousands more. In a
very short time you’ll have more connections than you ever thought possible. Fortunately, LinkedIn makes it easy to search for other LinkedIn members who share
your interests, including, for example, the company you work for (or the company
you worked for sometime in the hazy past), as well as for people you went to school
with (in the even more hazier past).
Guy Kawasaki, former Apple evangelist, managing director of the venture
capital firm Garage Technology Ventures, author, and LinkedIn user, offers a valuable
tip. He notes in his January 4, 2007 blog that if you make your profile available to
everyone and use your actual name for your public profile URL (also known as a Web
site address), you make your profile information easier for search engines to index.
(You can read this tip and more of Kawasaki’s recommendations for using LinkedIn
effectively at http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html.) This
is especially true when people use Google to search for you because your site has a
higher Google PageRank, that is, your profile comes up more quickly in search re-


3

sults when people search for your name, giving you more opportunities for people to
network with you.
You’ll learn more about customizing your profile name in Chapter 3, about
searching for people in Chapter 4, and about adding new contacts in Chapter 5. As
you connect with people, you’ll also learn more about the appropriate methods for
introducing yourself to other LinkedIn members in Chapter 10. If you’re trying to
reach someone on LinkedIn but can’t get through, you’ll learn about managing nonresponders in Chapter 11.

Get a Job, Man!
When a friend of mine told me recently that he was looking for a job, one of the first
things I told him was to sign onto LinkedIn and let me know when he did, so that I
could not only link to his site but also write a recommendation for him. When you
write recommendations for other users, they appear in the users’ profiles so that others can read about how great your contacts are. Not only are other LinkedIn users
searching for fellow users with similar interests, but recruiters and business owners
also use LinkedIn to find great employees by posting job listings. And your LinkedIn
home page shows you who’s hiring in your network.
In addition, as Guy Kawasaki notes in the same blog entry, LinkedIn also enables you to perform reverse checks on your prospective manager as well as the company you’re thinking of working for. You can use LinkedIn to contact people who
have worked at the company, get feedback from them, and find out about the current
rate of turnover.
You’ll learn more about finding and recruiting for jobs in Chapter 6 and about
placing references on your LinkedIn profile in Chapter 8.

Give and Get Inside Information
LinkedIn is also a great place for members to collaborate. You can question only the
people in your network, or you can expand your search for information in LinkedIn
Answers, which is a section for asking and answering questions at-large. You can ask
a question in as many as 16 different forums, from issues about business administra-

4


tion to using LinkedIn. You also can participate in discussions and answer questions
from other users.
What’s more, as Penelope Trunk notes (in the same blog entry), you can get
ideas for topics and trends in your industry. For example, she notes that, if you look
for information about the iPhone, you get some of the buzz about the product
from other LinkedIn users. If you’re looking to work or start a business in a particular industry, Guy Kawasaki points out that you can use LinkedIn to find out
who worked for your competitors and see who’s starting up businesses in the same
industry.
The more questions you answer, the more you become recognized as an expert in the LinkedIn community, and that leads to more opportunities for you. You’ll
learn more about searching for answers, answering questions, and raising your profile in Chapter 9.

Compare and Contrast
LinkedIn is not the only business networking site around, but it’s become the most
popular because it’s easy to use and it’s free. Like many sites that offer free services,
LinkedIn relies on advertising revenue to pay the bills and employees’ salaries. You’ll
see these advertisements in many places on the LinkedIn site, and they come from
companies that are targeting professionals like you.
Also like many free service Web sites, there’s a catch: the free service that
LinkedIn provides gives you only so much. The free part of the service provides a network of unlimited size but a limited number of introductions to other members.
LinkedIn offers (at the time of this writing) four “premium” plans that give you more
powerful communication and search tools, as well as enhanced access, so that you
can zero in on the people and resources you need. The prices range from $19.95 per
month (or $199.50 a year if you want to pay in a lump sum and get two months free)
for the Business plan to $200 a month for the full-blown Pro account (or pay $2,000
for the year and get two months of service free). As the well-worn disclaimer in the
automobile commercials goes, “Your mileage may vary.” So decide for yourself what
you need. View the latest LinkedIn Premium Accounts at http://www.linkedin
.com/static?key=customer_service_premium, and decide which one (if any) is right
for you.
If you want to learn more about other business networking sites, turn to


5

Chapter 12 for a review of such sites, how they compare to LinkedIn, and their Web
site addresses so that you can check them out for yourself.

Increase Your Chances of Success
David Teten and Scott Allen, in their book The Virtual Handshake: Opening Doors and
Closing Deals Online (AMACOM, 2005), provides some quick ideas on how to increase
your chance of business success using LinkedIn:
•

“Answer questions well. Don’t rattle off a quick opinion. Put some
thought into it. Provide some additional resources. Refer people to an appropriate expert from within your network. Most of the questions on
LinkedIn Answers are from people actually trying to solve a problem or
accomplish something, not just looking for something to talk about.
What better way to be of service than to actually help someone accomplish something?”

•

“Add value to introduction requests. If you buy into the idea that
LinkedIn is designed for ‘trusted referrals,’ then you need to participate in
that. A trusted referral isn’t just, ‘Joe meet Sally, Sally meet Joe.’ A trusted
referral adds context to the introduction that helps the two people get off
to a good start. How do you know this person? How can you recommend
them in the context of their request?”

•

“Make good recommendations. Don’t just wait for people to recommend
you and then reciprocate. Be proactive. Go through your network. Who
among them do you feel strongly about that you could give a good recommendation to for their profile? When you add someone new, do you
know them well enough to go ahead and recommend them? Also, recommendations on your own profile are a great way to show your own
reputation, and the best way to ask for an endorsement is to give one.
Don’t write empty, generic recommendations.”

•

“Respond in a timely manner. Forward introduction requests right away.
As to the rest, get to them as quickly as you can. Allen admits in his book
that he is pretty slow in responding to invitations and to introduction requests if they are just general ‘I’d like to meet you’ requests because he

6


places his existing clients, business associates, and family in front of new
networking contacts. But he almost always handles forwarding requests
within 24 hours and 2 days at the most.”
•

“Help your contacts learn how to use LinkedIn effectively. Most people
don’t have a clue how to get beyond the basics of a simple profile with
their last couple of jobs and connecting with a few colleagues they keep
up with. Help them! Go through your contacts list and see which people
have less than 10 connections. Send them an e-mail message asking them
if there’s anything you can do to help them make better use of the system. Doing so not only helps them, it also helps you and all of your network if more people become actively engaged.”

•

“Be proactive. One of LinkedIn’s shortcomings is that it doesn’t have a
mechanism for proactively introducing two people that you know. That
doesn’t mean you can’t use it for that. For example, let’s say you meet
somebody new and they’re looking to meet people with an interest in, say
process management. Now, even though you know your contacts fairly
well, you may not be able to remember (or even know) which of them
have a background in process management, and I’m betting that’s not in
your contact management system either. But it is in LinkedIn. Search your
network. Find the matches. Copy their profile URLs and send them to the
new person you met and then say you’d be happy to make an introduction. Or say someone needs to a fill a certain position. Search your
LinkedIn network and send them the list of people in your first and second degree and tell them you’d be glad to introduce the ones they’re interested in talking to. Great networking is proactive, not just reactive.”

•

“Finally, use LinkedIn to enhance face to face meetings. Having a connection on LinkedIn is a great ice breaker in a conversation as you can
share mutual connections and be able to establish some rapport rather
quickly.”

The Best Examples of LinkedIn Success
Many people have used LinkedIn to become successful, and their stories may help
you think about ways you can use LinkedIn to increase your own success.


7

Promote and Grow Your Career
If you’re looking to promote and grow your career, Jason Alba, the CEO of Jibber
Jobber.com, offers the following tips about how to create an appropriate LinkedIn
profile (http://www.jibberjobber.com/blog/archives/589):
•

“Set up a meaty profile. This is something that recruiters and hiring managers will find when looking for candidates, which means have the right
keywords in there.”

•

“Make your profile public, or at least a lot of it, so non-LinkedIn folks can
still get value out of it without logging in or creating a new account.”

•

“Make connections. If you have 1 or 2 connections, start growing your account. Your goal should be to get it up to 60 people to make it start to pay
off for you.”

Leverage Proﬁles and Other Connectivity Tools
Liz Ryan is CEO of WorldWIT (http://www.asklizryan.com) and has more than 25
years of experience as a human resources professional. She offers a number of methods for leveraging your profiles and other connectivity tools from her blog (linkedinnotes.blogspot.com/2005/11/build-your-business-with-liz-ryans-ten.html):
•

“Update your connections on new projects you are working on and it provides an opportunity to give them a call.”

•

“Advance your understanding of relationships between people you are
linked to.”

•

“Connect with former colleagues from every past company, you never
know where those former relationships can take you or your business.”

•

“Connect beyond the obvious. If you can’t get into the company you are
trying to, find a vendor or a partner that works with them and look for an
introduction in.”

•

“Use LinkedIn to understand more about your prospects, look at where
they used to work and where they went to school. Find your connections

8


to those previous employers and alma maters to help you ‘get over the
wall.’”
•

“What’s in it for them? Don’t reach out to brand new contacts that you
don’t know and ask them to do something for you or buy something from
you. Look at their profile and see if there is something you can do for
them in the way of an introduction or just market information.”

•

“Your contacts may be even more valuable to others than they are to
you. You may have connections that would receive value from your network. Be generous and offer to make an introduction. It will come back
to you.”

•

“When you spot a cluster of people who all know each other and are all
accomplished in the same arena, that’s a really special thing. It means
that there is a mother lode of knowledge around these people that
could be beneficial to your business. Reach out to one or two of them
and express your interest in their topic and ask if you could send along
a question or two. If they could possibly share the question in the
group and tap into the rich repository of information it would be
highly beneficial to you. Again remember to offer something in return
for their knowledge.”

•

“Use LinkedIn with Google Alerts (http://www.google.com/alerts),
which is a great business tool. For example, maybe you want to reach
someone at Fidelity Investments (https://www.fidelity.com). Do a
LinkedIn search on the company and you will probably come up with a
couple of names that you will want to speak to. Set up a Google Alert on
those people. This kind of intelligence will tell you what she cares about,
etc. What’s more flattering than a LinkedIn outreach message that says, ‘I
was sorry to miss your speech at the Financial Summit, but I was fortunate enough to read your thoughts on petro-dollars on Money.com and to
catch your NPR interview last week.’ Be diligent, but don’t sound like a
business stalker either.”

•

“Vendors like to reach out to former clients, and that’s good, but it can be
awkward when you haven’t kept up and have no idea what the former
client is now up to. Now you have LinkedIn to find him/her and catch up
on what s/he is doing, so when you email it is not the ‘let’s catch up’ mes-


9

sage, but rather, ‘Wow! You’re at Fidelity! You know I see you’ve only
been in the job a few months, so we should talk. It so happens that I’ve become something of an expert on Fidelity lately. . . .’”

Use Proﬁles to Find Common Connections
Make the Connection, Close the Deal
Al Chase is an East Coast recruiter who uses LinkedIn as his personal home page. Al
checks his LinkedIn profile every day to see what his contacts are doing in the way of
adding connections, moving to new jobs, and/or being promoted.
Al recently was contacted by a prospective client who found him on LinkedIn and
who was motivated to call because:
•

Al not only had a large number of connections, but also his connections
were high quality.

•

The client was attracted by the number and consistency of Al’s endorsers
and by their comments about his unusual approach to recruiting.

•

The client and he were two connection degrees away from one another
with LinkedIn; they were separated by an attorney in Boston with whom
they both had worked in the past.

Al recognized that the potential client was in an area outside his range of experience and that he was competing with large retained executive search firms in
Boston for the right to do the search. So Al quickly went to the client’s LinkedIn profile to look for any similarities and/or connections that he might have had with this
prospective client to help him turn this possible client into a paying one.
Al learned that both he and the client had a background in choreography and
dance, which helped Al strike up a conversation. Despite Al’s lack of experience in the
potential client’s field of expertise, he made the client feel comfortable to get himself
hired. Al then used LinkedIn to identify the top talent in the industry, matched his
new client with the talent, and closed a successful search.

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Fill in Your Business Trip
David Teten and Scott Allen (in their book) note that LinkedIn is a very good way to
schedule new appointments on your next business trip:

Very often when you are on a business trip, you have holes in your
day due to not enough appointments. Use LinkedIn by doing an Advanced Search to find people in the industry and geographic location you
are traveling to. It’s best to focus on the people that are one or two connection degrees away from you so the response time should be fairly
timely. You can also reach out to one of your connections who you think
may know people in a certain industry and location and ask that they
scan their first degree connections for you and see if they can provide an
introduction or two. In no time you will have filled up your travel schedule with new appointments.

You’ll learn more about using degrees of connections in Chapter 10.

Boost Sales and Sales Delivery
Teten and Allen also offers advice in his book not only for closing the deal but also for
bringing together people with the right skill sets to get the deal done.
Quite often, especially for small businesses, you can’t do it all yourself.
LinkedIn is invaluable for finding partners with particular skill sets who
can help you deliver the total solution. In addition to searching, you can
post questions asking about the solution area you need expertise in and
use that as a way to attract potential partners.
Search for people at your potential customers who are not closely involved in your deal—preferably second degree contacts, not third degree.


11

Ask for an informational interview. This is where strong, trusted relationships count for a lot—”light linking” (not a strong bond) breaks down
here. Ask your interview subject about the priorities that are going on at
the company—what are the high level factors that might be influencing
the buying process. Be completely open and transparent. If you have a
good solution and a really good referral to a true “friend of a friend,” you
will very likely find an internal champion in that person. This is the number one technique that LinkedIn supports better than any other tool.

Streamline Your Sales Pipeline
Erik Hoogerhuis, vice president of business development at Pentaho (http://www
.pentaho.com), has a unique way to use LinkedIn. Erik used Salesforce.com as a way
to track the company’s sales pipeline and to find new customers. Pentaho has a direct
link with Salesforce and LinkedIn. So when Pentaho finds a prospective client
through Salesforce, it immediately sends the client to LinkedIn to get the person’s
background and title. Salesforce also determines whether the contact is the right person in the organization for Erik to be speaking to and is viable as a potential customer.
This LinkedIn–Salesforce.com connection has allowed Erik and Pentaho to save time
by focusing on the right customer and has resulted in a dramatic improvement in the
company’s sales process and its bottom line.

Let’s Go Exploring
These are just some of the best examples of using LinkedIn to enhance your success. Now it’s time to learn how to log into LinkedIn and use it, so let’s proceed to
Chapter 2.

2.
Signing In and Changing
Your Account Settings
The Web site address for LinkedIn is easy to remember: http://www.linkedin.com.
Opening the LinkedIn site for the first time, you see the LinkedIn home page as
shown in Figure 2-1. The home page contains two links for you to join LinkedIn right
away. Click the Join Now link at the top right of the page, or click the yellow Join Now
button near the bottom of the page. Above the Join Now button, LinkedIn invites you
to type the name of your company and/or your school, then click the Join Now button to connect with them. You don’t have to type the name of the company and/or
school because this information is not passed to the Join Now page that appears when
you click the Join Now button. You’ll learn more about joining later in Chapter 2.

o Figure 2-1. The LinkedIn home page

Signing In and Changing Your Account Settings

13

For now, let’s turn our attention to the three links at the top right of the page.
One of them is the Join Now link. To the right is a link for users to sign in. To the left
is the What is LinkedIn? link, which, when clicked, opens the What is LinkedIn? page,
as shown in Figure 2-2. You can click on one of the three boxes on the page to learn
more about connecting with people, powering your career, and getting answers. If
you want to join now, click the Join Now button. At the top of the page, the Home
link appears so that you can go back to the home page if you want. The top of the
page also contains the Sign In link if you already have an account.

o Figure 2-2. The What Is LinkedIn? page

Find Someone Fast
To enable you to look for someone you believe is on LinkedIn, the home page offers
two quick methods. Below the Join Now button, you can search for someone by
name by typing the first name and last name in the First Name and Last Name
boxes, respectively, and then clicking the Go button, as shown in Figure 2-3. If
LinkedIn finds a match, it displays the public profile of the member in the public
profile page. For example, when I search for my name, I find my public profile, as
shown in Figure 2-4.

14

o Figure 2-3. The Search for Someone by Name boxes

o Figure 2-4. Eric’s public proﬁle



15

Unfortunately, you can type only the exact first and last names. If you want to
use a partial word search, you need to join LinkedIn to take advantage of its search
tools. Also, the link to the home page may escape your attention. It’s contained in the
Public Profile Powered by LinkedIn logo in the upper right corner of the page. If you
know that a person’s last name starts with a certain letter but you’re not sure of the
spelling, you can use the People directory that appears below the Search for Someone
by Name area.
Click the first letter of the last name. After you click the link, the LinkedIn directory appears with links to groups of users whose names start with that letter. For
example, Figure 2-5 shows the LinkedIn directory for the letter “B.” You may remember the card catalogs at your local library. Each card-filled drawer held a range
of terms arranged alphabetically. LinkedIn uses the same principle. If you know the
range of the desired contact’s last name, click the link—that is, look in that drawer.
LinkedIn drills down to the second level of name ranges.
From here you can refine your search by clicking on the appropriate name
range link, or, to return to the top level of your search, click the letter link. For example, click the B link to return to the top search level for last names that start with

o Figure 2-5. The LinkedIn directory for the letter “B”

16


B. If you want to go to the main directory page and search for names that start with
a different letter, click the LinkedIn Directory link at the top of the page.
Unfortunately, using the LinkedIn Directory from the home page has two disadvantages. First, if you don’t know the exact name of the LinkedIn member, you
may spend a lot of time searching for the correct name. Second, because the link to
the LinkedIn home page is embedded in the LinkedIn logo at the top of the page (i.e.,
there is no clear link saying “Home” or “Back to the Home Page”), how to get back
to the home page isn’t clear.

What’s Happening?
Ten links sit at the bottom of the home page:
1. About LinkedIn
2. LinkedIn Blog
3. Privacy Policy
4. Copyright Policy
5. Help & FAQ
6. Advertising
7. LinkedIn Answers
8. LinkedIn Company Pages
9. LinkedIn Team
10. LinkedIn Updates
Of these, you might find six links of particular interest.

LinkedIn Blog
If you want to get the most out of LinkedIn by receiving tips and information from
the people who manage the company, click the LinkedIn Blog link. The blog page is
updated regularly and contains text, photos, video, and feedback from other LinkedIn
company employees, as shown in Figure 2-6. Scroll down to read the blog entries and
feedback from other LinkedIn members, to learn what’s going on with the company,
and to leave comments or questions for those employees. If you want to return to the
LinkedIn.com home page, click the LinkedIn.com link at the top of the page.


17

o Figure 2-6. The LinkedIn Blog page

Help & FAQ
When you click the Help & FAQ (frequently asked questions) link, the Help & FAQ
page appears. Figure 2-7 shows this page with the default topic: the top 10 questions
users ask. When you click on the question, the answer appears below the question.
You also can view answers for all the questions by clicking the Open All link in the upper right corner of the page. To get information about a different topic, click the link
in the FAQ list. If you want to go back to the home page, click the LinkedIn icon.

LinkedIn Answers
LinkedIn users are constantly asking questions of other users to get information and
opinions, and that makes LinkedIn a great information resource. Before you ask a
question of other LinkedIn members, check to see whether anyone else has asked
your question. You may also be interested in simply browsing the latest questions that
have been asked to see whether you can learn something new today. If you want to
know the questions LinkedIn users are asking, click the LinkedIn Answers link to
view the list of most recently asked ones, as shown in Figure 2-8.

18

o Figure 2-7. The Help & FAQ page

o Figure 2-8. The Answers page with a list of questions



19

The browse area lets you look over questions according to categories, from
business administration to how to use LinkedIn. Information underneath each question tells you the number of answers to the question, who asked the question, how
long ago the member asked the question, and the question category. If you find a
question that piques your interest, click it. LinkedIn lists ten questions on each page
in order of how long ago members asked the questions. To see older questions, scroll
down to the bottom of the page and click the Next link. If you want to ask or answer
a question, click the Ask Question or Answer Now buttons, respectively, at the top of
the page. If you’re not a member, LinkedIn asks you to sign up.
You can return to the home page by clicking the Home tab at the top of the
page.

LinkedIn Company Pages
Employees from many different companies are available on LinkedIn. If you want to
know who’s representing major companies on LinkedIn, click the LinkedIn Company
Pages link. Figure 2-9 shows the list of nine company pages from major companies,
including Apple, Dell, IBM, and Pfizer. Click on any of the links to see a list of
LinkedIn members who are also employees of the company. For example, when you
click the Apple link, the Apple company page appears, as shown in Figure 2-10. (Note:
Though the company name hasn’t changed on LinkedIn, the actual name of the company is Apple, Inc. and no longer Apple Computer.)
The company page contains all Apple employees who are currently members
of LinkedIn. The employees are categorized into different areas, such as engineering
and human resources. The contacts page lists only the first few contacts in each category. If you want to see more contacts, click the link at the bottom of the category
list that tells you how many other company employees in that category are members
of LinkedIn. (In some cases, hundreds or even thousands of other contacts are available at the company.) As with many other pages, go back to the home page by clicking the LinkedIn logo at the upper right corner of the page.
Go to Chapter 4 for more information about searching for companies in
LinkedIn.

LinkedIn Team
Perhaps you want to know who the LinkedIn Team is. Or maybe you want to get
connected with one or more people who worked at LinkedIn, in order to ask ques-

20

o Figure 2-9. The Company Pages page

o Figure 2-10. The LinkedIn company page for Apple



21

tions, build your network, or give someone a well-deserved pat on the back. You can
view the list by clicking the LinkedIn team link, which gives you the entire list of
LinkedIn team members.
The LinkedIn team walks the walk, as they say, by making their profiles available for you to view and by giving you the opportunity to contact them if you have
a question, comment, or suggestion. Click on a team member’s name to see the profile and to learn more about the member and his or her background. If you want to
contact the team member directly, click the Contact Directly link in the upper right
corner of the profile page.

Who’ve Updated Their Profiles?
If you want to get the most out of LinkedIn, keep tabs on those who have been updating their profiles frequently so that you can determine whether there are any networking opportunities for you. You can get a quick view of members who have
updated their profiles recently by clicking the LinkedIn Updates link. Figure 2-11
shows the list of recently updated profiles. The Recently Updated Profile page lists
the latest 50 updated profiles, those with the most recently updated profiles listed at
the top. The profiles include the names of the members, their titles, their locations,
and their industries. If you want to see more profiles, scroll down to the bottom of
the page and click the More Profile Updates link. You can view the user’s full profile
and do other things (like contact the user) by clicking the Full Profile button, but you
have to sign up first before you can view the profile.

Create a New LinkedIn Account
Now that you’ve had a chance to see what you can do without signing up for
LinkedIn, it’s time to learn what you can do as a LinkedIn member. Signing up for
LinkedIn is easy, and it’s even easier after you sign up because, if you have cookies enabled in your Web browser, LinkedIn automatically remembers your login information and opens your home page when you sign in.
When you first log into LinkedIn, the home page invites you to type the name
of your company or of your school, then click the Join Now button. Typing the information into the Your Company Name or Your School Name text boxes does you
no good because this information isn’t entered into the LinkedIn application form. So
save yourself some time and skip typing in these boxes.

22


o Figure 2-11. The Recently Updated Proﬁles page

Instead, create a new LinkedIn account by clicking the Join Now link at the
upper right corner of the home page or by clicking the yellow Join Now button. After you click the button or the link, the Join LinkedIn page appears, as shown in Figure 2-12.
The application form is divided into three sections: (1) your contact information at the top, (2) your employment information in the middle, and (3) your education information at the bottom.

Add Your Contact Information
In the top center, type (in the appropriate boxes) your first and last names, e-mail address, and your password (twice to verify it). Select your country, and then type in
your postal code. Your password must be at least six alphanumeric characters, and the
page notes that only your region will be visible for everyone to see so that you can
maintain a level of privacy.


23

o Figure 2-12. The Join LinkedIn page

Your Employment Status
In the middle section, the default button selection for your employment status is employed. If you have a different employment status, click one of the four other buttons,
as shown in Figure 2-13.
You can select only one button; so consider which button to select. For
example:
•

If you’re currently employed but looking for work, you may not want
your boss to look at your profile and see that you’re looking around. So
you may want to state that you’re currently employed and to conduct
your new job search on LinkedIn discreetly.

•

If you’re currently employed, you can type the company name and
your job title in the Company and Title boxes, respectively. If you click
the business owner button, you can type your company name in the
Company box. Then you can choose your industry from the Industry
list.

24


o Figure 2-13. The employment status buttons

•

If you’re looking for work, working independently, or a student, you can
choose only the industry you’re in (or the area you’re studying) from the
Industry list.

Some Brief Educational Tidbits
In the bottom section, as shown in Figure 2-14, you must select the country in which
you received or are receiving your education. Once you select a country, LinkedIn
may ask you to select the state or province in which you received your education
(from a state or province list). For example, if you select the United States, LinkedIn
asks for the state (province in Canada). After you select the state, a new list box appears below the state list so that you can select your school. If your school isn’t on the
list, click Other at the bottom of the list. You can then type the name of your school
in the box that appears below the school list.
In the Dates Attended area, you also can select the years you attended. Select
the year you started from the left-hand Choose list and the date you completed or ex-


25

o Figure 2-14. The nation in which you received your education

pect to complete your studies in the right-hand Choose list. Selecting the attendance
dates is optional. You must add information in the rest of the boxes and lists. If you
don’t, after you click the Join LinkedIn button, the Join LinkedIn page reappears and
tells you the information you need to enter before you can continue.
Note that, if you want to view the LinkedIn’s user agreement and/or privacy
policy, you can do so by clicking the appropriate link underneath the LinkedIn button. After you click one of these links, a new window opens and displays the information for your viewing pleasure.

Select Your Settings
Click the Join LinkedIn button to open the Contact Settings page, as shown in Figure
2-15. This page asks you how you intend to use LinkedIn to find people in your network as well as how you want other LinkedIn members to find you. Select the appropriate check boxes in the To Find and To Be Found areas. As you can see in Figure
2-15, several check boxes in each area are selected by default.

26


o Figure 2-15. The Contact Settings page

•

In the To Find area, LinkedIn assumes you want to find a job, land consulting or contracting positions, reconnect with colleagues, stay in contact
with colleagues, and obtain information about industries, products, or
companies. However, if you have your own business or if you are happy
in your current job, then you don’t need to find a job or a consulting or
contracting position, and you can clear those check boxes. However, you
may want to sell products or services to companies and investigate deals
with companies. In that case, select the appropriate check boxes.

•

In the To Be Found area, LinkedIn assumes that you want to receive messages from friends or colleagues; accept requests to provide references; get
information about career opportunities and about contract or consulting
offers; receive requests from others for your expertise about industries,
products, or companies; and discuss new venture or product proposals. If
you have your own business, you’re probably not looking for career opportunities; so you can clear that check box. However, if you have a company and you’re looking for deals, you can select the Deal Proposals for
My Company check box.


27

If you’re looking for a job but you want to keep your search discreet, be sure
to clear the check boxes about wanting to find a job and that you want to be contacted about career opportunities and/or contract or consulting offers.
When you’re finished, click the Save Settings button. Now you see the LinkedIn
member home page, as shown in Figure 2-16.

o Figure 2-16. The LinkedIn member home page

Congratulations! You have now set up your LinkedIn basic account. If you
want to upgrade your account to a paid account, scroll down to the bottom of the
page to see the available premium plans in the Upgrade area, as shown in Figure 2-17.

Upgrade Your Account
When you sign up on LinkedIn, you automatically receive a free account that lets you
contact users in your network through the people you know (which LinkedIn calls introductions), send requests for introductions, and transmit private messages with business and career opportunities to any LinkedIn user. LinkedIn offers several different

28


o Figure 2-17. The Upgrade area

service packages with options to make your membership more successful and rewarding—at a price. For example, paid accounts allow you to send InMail messages to
other users. InMail messages are private messages that let you send business and career
opportunities directly to any LinkedIn user.
In the Compare Account Types table, you can select from one of three premium account types: Business, Business Plus, and Pro.

Business Account
When you click the Upgrade button in the Business column, the Account Options upgrade page for Business accounts appears, as shown in Figure 2-18.
The selected column shows the cost per month, the number of introduction
requests you can receive at one time, how many InMail messages you can send per
month, and how many LinkedIn Network results you can retrieve per search. If you
want to see more features of the plan, click the Show Additional Features link underneath the table. At the bottom of the page you can choose to prepay for one year


29

o Figure 2-18. The Account Options page to upgrade to a Business account

or billing at $19.95 per month (as of this writing). Note that with the Business, Business Plus, and Pro plans you can prepay for one year. LinkedIn knocks 20 percent off
the price of the one-year payment, which is the equivalent of two months of service
for free.
If you have a promotional code, which acts as a coupon for a discount on
LinkedIn services, type the code in the Add a Promotional Code box.

Business Plus Account
Click the Business Plus button to highlight information about the Business Plus plan,

Pro Account
Click the Pro button to highlight information about the Pro plan, as shown in Figure
2-20.

30

o Figure 2-19. The Business Plus plan

o Figure 2-20. The Pro plan



31

The far right column in the table contains information about the CorporateSolutions
plan, which is primarily geared to recruiters, human resource personnel, and salespeople. You can get more information about this plan by clicking anywhere in this
column. LinkedIn then asks you to fill out a form so that a representative can contact
you right away.
After clicking the button in the table column for the plan you want to order
and telling LinkedIn how you want to pay for the plan, click the Continue button to
continue the order process.

Which Account Should I Select?
If you’re not sure which plan suits your needs, click the Help & FAQ link in the Company area at the bottom of the LinkedIn home page. Then in the Help & FAQ page,
click Premium Accounts in the FAQ list. Figure 2-21 shows the Premium Accounts
FAQ page and lists the questions with answers. Just click the link to view the answer
underneath the question.

Customer Service
If you need to contact LinkedIn about an issue or problem with the system, it’s easy
to contact LinkedIn Customer Service and write them a quick note. Access customer
service by scrolling down to the bottom of the member home page and then clicking
the Customer Service link, as shown in Figure 2-22. When you click the link, the Contact Customer Service page appears, as shown in Figure 2-23.
You can choose a topic that best describes your issue by clicking the appropriate button, or you can click the None of the Above button if none of the topics applies. If you want to type a description of the problem, type the message in the box.
When you’re finished, click the Contact Customer service button.

Sign Out and Sign Back In
LinkedIn saves all your information. So, if you close your browser tab or window
and open it again, LinkedIn remembers who you are, and you can pick up where you
left off. However, if someone else uses your computer or if you feel more secure by

32

o Figure 2-21. The Premium Accounts FAQ page

o Figure 2-22. The Customer Service link



33

o Figure 2-23. The Contact Customer Service page

signing off, you can do so by clicking the Sign Out link at the top of the page (see
Figure 2-24).
After you sign out, the Signed Out page appears. If your Web browser has
cookies enabled, LinkedIn accesses the cookie file the next time you sign in and takes
you immediately to your home page. You don’t have to enter your user name and
password.
If you want to sign out completely and don’t mind typing your user name and
password to log back in, click the Sign Out Completely button. If someone else uses
or will be using your computer, it’s a good idea to sign out completely, so that no one
else can use your account. When you click the Sign Out Completely button, the
LinkedIn member home page closes, and the standard LinkedIn member home page
appears.
Sign back in by clicking the Sign In link in the upper right-hand corner of the
page. Type your e-mail address in the E-mail Address box and the password in the
Password box. If you forgot your password, click the Forgot password link and
LinkedIn will ask you for your e-mail address to send you a link to reset the password.

34


o Figure 2-24. The Sign Out link

After you type your e-mail address and password, click the Sign In button. If
the e-mail and password combination is incorrect, a message appears above the
E-mail Address box informing you that the combination is incorrect and that you
need to reenter your e-mail address, your password, or both. After you sign in successfully, your LinkedIn member home page appears.
Now that you’ve signed in, let’s proceed to Chapter 3 to build your home page with
current information about you and your successes.

3.
Creating Your Proﬁle
When you sign in to LinkedIn for the first time, you see that the LinkedIn member
home page is the “launch pad” for connecting with LinkedIn members, for building
your profile, and for letting LinkedIn members know what you want them to know
about you. LinkedIn provides the tools you need to build a profile that sells you (and
your business if you have one) to the millions of LinkedIn members—many of
whom are looking for someone just like you to share interests and information.
LinkedIn also lets you know what information should be in your profile to make it
as visible as possible to members. Once you complete your profile, you can make it
visible only to certain LinkedIn members or to anyone on the Web.

The Sign In Page
If you skipped Chapter 2 or need a refresher, get started by accessing LinkedIn and
then clicking the Sign In link in the upper right corner of the main LinkedIn page, as
shown in Figure 3-1. After you click the link, Figure 3-2 shows the Sign In page that
appears.
Type your e-mail address in the Email Address box, then type your password
in the Password box. If you forgot the password, click the Forgot Password link so
that LinkedIn can send a password reset link to your e-mail address. When you’re
ready to sign in, click the Sign In button.
When you use LinkedIn for the first time, the member home page appears as

36

o Figure 3-1. The Sign In link on the main LinkedIn page

o Figure 3-2. The Sign In page


Creating Your Profile

37

o Figure 3-3. The LinkedIn member home page

The Member Home Page
The member home page is broken up into four main areas:
1.
The top area.
2.
The Information box on the left side.
3.
The Navigation and Profile boxes on the left side.
4.
The Information area at the bottom of the page.

The Top Area
The top of the page contains links to other LinkedIn areas and functionalities, as well
as your account settings. At the left are links to four areas of LinkedIn:
1. People.
2. Jobs.
3. Answers.
4. Service Providers.

38


As you click on each link name, LinkedIn opens the main page for that link.
For example, if you click the People page, LinkedIn opens the main People page so
that you can search for other LinkedIn members.
If you click on the down arrow to the right of each link a menu appears underneath the link with additional options. Figure 3-4 shows a list of options available
under the Answers link. Click on one of these additional options to open the appropriate page. For example, if you click the My Q&A link, LinkedIn opens the Messages
page so that you can view questions you have asked.

o Figure 3-4. The options under the Answers link

The Search box, at the right side of the area, enables you to search for people,
jobs, and answers. (You’ll learn more about searching starting in Chapter 4.) LinkedIn
searches for people by default.
Three links appear above the Search box. These links, from left to right, allow
you to change your account settings, get help, and sign out.


39

The Information Box
The large Information box contains news articles that may be of interest to you, information about your network updates, and whether anyone has just joined
LinkedIn. This box appears on the left side of the LinkedIn member home page, as

o Figure 3-5. The Information box

The sections you see at the top of the Information box depend on two factors.
If you haven’t built your network, then the Build Your Network section appears so
that you can start building your connections list. If you have inbox messages, the Inbox section appears at the top of the page (or underneath the Build Your Network
section) and lists the most recent inbox messages you’ve received.
If you have already built your network and have no inbox messages, the
LinkedIn News section appears at the top of the page. Note that, as of this writing,
this section is not available for all users because LinkedIn gradually introduces this

40


feature to its membership. This section contains five articles, taken from Web news
sites, about your competition. If you want to read the article, click the article title.,
If you don’t see the news section, the Network Updates section appears, as
shown in Figure 3-6. Network Updates information is categorized by date, with the
most recent updates at the top of the list. You can click on the names of LinkedIn
members to get the update about them, such as members who have new connections. Underneath the Network Updates section is the Just Joined LinkedIn sections
that lists new colleagues from current and past employers as well as current and past
schools who have joined LinkedIn since you last logged on.

o Figure 3-6. The Network Updates and Just Joined LinkedIn sections

Modules
On the right side of the box, a list of LinkedIn members you may know appears, as
shown in Figure 3-7. If you want to invite someone to join your list of connections,
click the Invite link. (You’ll learn how to invite other LinkedIn members in Chapter


41

5.) You can remove a person from the list by clicking the “X” to the right of the contact name. If you want to see more potential invitees than the three listed in the module, click the See More link.

o Figure 3-7. The People You May Know module

Underneath the advertisement, the Profile Views module tells you how
many people have viewed your profile and have searched for you. If you want to get
more information about who’s been looking you up, click the See More link at the
bottom of the module. The Who’s Viewed My Profile page appears, as shown in
Figure 3-8.
Underneath the Profile Views module, three modules display a list of answers, a list of jobs that may be of interest to you based on your current job title,
and a list of people who may be of interest to you, as shown in Figure 3-9. These
modules are customizable areas that you can add, edit, hide, move, or delete. Each
module heading is in a blue bar, and the module information appears below the
heading. The module information lists the first three summaries, such as the first

42


o Figure 3-8. The Who’s Viewed My Proﬁle page

three answers and the first three jobs. If there is more to see, such as more answers,
click on the See More link at the bottom of the module. You can also hide each
module by clicking the down arrow to the left of each module name in the heading bar. If you want to delete a module, click the X button at the right side of the
heading bar.

Editing a Module
If you don’t like what you see in a module, its content is often editable. To edit the
module, click the Edit link in the heading bar. You can then change how LinkedIn
searches for information in the module. For example, in Figure 3-10 you can click
the Edit link in the Answers module to search for answers in a category other than
the default, Computers and Software. When you select a new answer category, click
the Save button, and the module lists the first three answers it finds in the new category in the module. If you would rather keep the category you have, click the
Cancel link.


o Figure 3-9. Answers, Jobs, and People modules

o Figure 3-10. Changing the answers in the Answers module

43

44


Adding a Module
If you want to add a module, move the mouse pointer over the Add a Module button
below the Jobs module. A list of available modules appears below the mouse
pointer, and by default you can add one of three modules: (1) the People Search module and copies of the (2) Job Search and (3) Answers modules. When you add a module, it appears below the Jobs module. For example, if you add a People module, the
new module appears as shown in Figure 3-11.

o Figure 3-11. The new People module

You can type a person’s title and/or company name in the Title and Company
Name boxes, respectively, and click the Save button. Then LinkedIn finds the first
three people who meet the criteria, such as the first three people who work at
LinkedIn. If LinkedIn finds more people, you can click the See More link at the bottom
of the module to open the People Search Results page and view more people who
match your search criteria.


45

The Navigation and Proﬁle Boxes
To the left of the Information box are two smaller boxes. On the top is the Navigation
box, as shown in Figure 3-12. This box contains quick links to common LinkedIn areas: Home, Profile, Contacts, Inbox, and Groups. When you click one of the links,
LinkedIn opens the related page. For example, when you click the Inbox link,
LinkedIn opens the Inbox page so that you can send a message to another LinkedIn
member. (If you’re impatient to learn more about sending invitations, refer to Chapter 5.)

o Figure 3-12. The Navigation box

Click the small box with the plus sign to the right of the link name to view
other options related to the link, as shown in Figure 3-13. The options appear underneath the link. Click the link options to open the associated pages. For example,
in Figure 3-13, if you click the Network Statistics link under the Contacts link,
LinkedIn opens the Your Network page so that you can view your network statistics.

46


o Figure 3-13. Contact link options

Underneath the navigation box, the Profile box shows a summary of your
profile information, including:
•

Your photo (if you have one).

•

Your name and title.

•

The number of connections you have.

•

The number of new people in your network since you last logged in.

•

How many other LinkedIn members have viewed your profile in the last
three months.

If you want to see more information, click the Connections, New People, or
Views link. For example, if you click the New People link, LinkedIn opens the Search
Results page, as shown in Figure 3-14, so that you can see new people who have
joined your network through your connections since the last time you logged on.

47


o Figure 3-14. The Search Results page

Other LinkedIn members who have viewed your profile recently may be interested in you and/or your business; so you may also want to check them out to find
out whether there is a mutual connection. If so, you may want to add them to your
network and/or contact them to talk more about working together.

And the Bottom Area
When you scroll down to the bottom of the page, three link rows appear, as shown
in Figure 3-15. These rows are categorized from top to bottom starting with Company links at the top for information about LinkedIn, including:
•

Getting customer service, which you learned about in Chapter 1.

•

Getting help and answers to frequently asked questions, which you also
learned about in Chapter 1.

•

Learning more about LinkedIn.

48


•

Viewing the LinkedIn blog, which is updated regularly by the good people at LinkedIn.

•

Buying LinkedIn merchandise like T-shirts and knickknacks.

•

Learning about advertising your company on LinkedIn.

o Figure 3-15. The bottom area of the member home page

Below the Company links are Tools links for downloading plug-in tools.
These tools enable you to get more information from LinkedIn more quickly than
with the method described in Chapter 2. At the bottom, the Upgrade links let you upgrade to the Personal Plus, Business, or Pro Accounts, which you also learned about
in Chapter 2.

Editing Your Proﬁle
Now that you’re familiar with the LinkedIn home page, it’s time to update your
profile and personalize it to your needs. At the top of the home page, click the My

49


Profile link in the Navigation box. Figure 3-16 shows the Edit My Profile page. In
the upper right area of the page is a green box that tells you how complete your
profile is. The status bar in Figure 3-16 shows that the profile is only 15 percent
complete. What makes for a complete profile? You need to include the following:
•

Your current position as well as two past positions.

•

Your education information.

•

Your profile summary that includes a photo.

•

Your specialties.

•

At least three recommendations from other LinkedIn users.

o Figure 3-16. The Edit My Proﬁle page

The information requested for the LinkedIn profile is based on LinkedIn’s research, which shows that, if you have all this information, you’re 40 times more likely
to receive opportunities through LinkedIn for your career and/or your business. After all, people are going to feel more like they know you and will want to contact you

50


if they know as much as possible about you, if they know others like you and what
you do, and if they can see from a photo that you’re a real person.
In the Recommends box that appears underneath the Profile Completeness
box (not counting the ad between the boxes), you can also recommend other
LinkedIn users by clicking the Recommend People link.
To the left of the green Profile Completeness box is a summary of your profile that displays your name, your position, and your location. To help protect your
privacy, the location is specific only to the ZIP code area you live in, or at least the one
you gave LinkedIn when you signed up. If you want to edit any of this information,
click the Edit link to the right of each line. For example, click the Edit link to the right
of the name to change your name and your location in the Account & Settings page.
You can add a photo by clicking the yellow Add Photo button. Figure 3-17
shows the Add Photo page where you can browse for your photo on your computer
and then upload it by clicking the Upload Photo button. The file size limit is 4
megabytes (MB). If you’re not sure of your photo’s file size, open the appropriate
folder and check the size in the file details. If the size is too big, open the file in your
favorite photo editor and resize the photo accordingly to get it under the size limit.

o Figure 3-17. The Add Photo page


51

If you’d rather not upload a photo right now, click the Go Back to Edit My Profile link
to the right of the My Profile/Add Photo headline. LinkedIn continues to use a silhouette of a photo in place of your real photo until you add one.
Underneath your name, position, location, and photo information is a set of
four tabs: Profile, Q&A, Recommendations, and Connections. The Profile tab is selected by default. (Don’t worry about the other tabs for now; we’ll cover those in
other chapters.) The top of the Profile tab lists a summary of the information available in your profile, including your current and past information, education, recommendations, connections, the industry you’re in, Web sites you have, and a link. This
tab enables you to see what your profile looks like to LinkedIn visitors and LinkedIn
members. As you scroll down the page, you see information about your summary, experience, education, other LinkedIn members who have recommended you, any additional information about you, and contact settings (how you want to be contacted).
LinkedIn identifies areas that are lacking information and prompts you to add
it via links. With a link having a yellow background and a green plus sign, you can add
a photo, or, by clicking a green button with a green plus sign, you can add a professional position to your list of past positions.
One good way to make yourself more interesting is to click the Add Information button. When you click the button, the Additional Information page appears,
as shown in Figure 3-18. In this page, you can not only add information that makes
your profile more interesting, you’re more likely to meet people with similar interests
with whom you can network and perhaps meet. For example, it might be someone
who belongs to the same organization as you do but never knew until she saw your
LinkedIn profile. Adding your personal interests and hobbies helps connect you to potential contacts, but be sure not to add any sensitive personal information about yourself (such as banking information), which people don’t need to know about. When
you seem more real and other LinkedIn members feel that they know you, they’ll be
more interested in connecting with you.
You can add your Web sites, blogs, RSS feeds, and other online resources that
you want people to see to the Additional Information section of your profile. For example, you may like Google News, and you can type its Web site address in the URL
box. (“URL” stands for uniform resource locator, which also is known as a Web address.)
Type your interests in the Interests box, and separate the interests with commas. If you want to see examples of interests, click the See More Examples link above
the Interests box.

52


o Figure 3-18. The Additional Information page

If you belong to any groups or organizations, such as a local chamber of commerce, type the groups or organizations in the Groups and Associations box. Separate
groups with commas.
If you have received awards and honors related to your job that you want
LinkedIn members to know about, add them in the Honors and Awards box. Include
the name of the award and when you won it. Even if you won a volunteer award, you
can add it if it’s related to your professional experience and growth. For example, I
won a president’s award from the Society for Technical Communication a few years
ago for coordinating a one-day conference that attendees found to be valuable. Because I’m a technical writer, that’s an award I want to promote.
When you’re finished adding your information, click the Save Changes button. The information you added appears in the Profile tab. For example, when I add
my Web site to the list, it appears in the Websites category in the Additional Information section, as shown in Figure 3-19.


53

o Figure 3-19. The updated Websites category

Your interests, the groups you belong to, and your honors and awards don’t
stay the same over time. Therefore, it’s important to keep updating your profile regularly to show LinkedIn members that you continue to grow and excel.

Making Your Proﬁle Public
LinkedIn members aren’t the only ones who can see your profile. The general Web
viewing public can see it; all they need is the correct URL. LinkedIn automatically
provides a URL for your profile, but you can change it to something a bit more
friendly, For example, it’s better to have a recognizable URL, such as www
.linkedin.com/in/mycompany, rather than www.linkedin.com/in/2458678.
To change the URL, start by clicking the Edit My Public Profile link. The Edit
My Profile page is shown in Figure 3-20. To change the URL in the Your Public Profile
URL box at the top of the page, type the new name after the www.linkedin.com/in/

54


portion of the URL in the Customize This Address box. For example, I can type
“ebutow” as part of the new URL name and then send the completed URL,
“http://www.linkedin.com/in/ebutow,” to anyone who wants to see my Web site online and put the link on my Web site. (Note: Your name must be between 5 and 30 alphanumeric characters, and you can’t use spaces, symbols, or any special characters.)
After you type the new URL name, click the Set Address button. The new URL appears
in the Your Current URL line.

o Figure 3-20. The Edit My Proﬁle page

You may also want to set which features of your profile to make visible to the
public. For example, if you’re concerned that someone will use your photo and some
of your information for nefarious purposes, perhaps in a scam, you may not want to
have the photo and that information posted on your profile. So you can change what
people can see in the public profile in the Public Profile box. By default, all information in the profile is included except for the picture. If you have uploaded a picture
and you want to include it in your profile, select the Picture check box. You also can
make your profile private—viewable by LinkedIn members only—by clicking the


55

None button. When you’re finished making changes, click the Save Changes button.
The page refreshes, and a green bar appears at the top of the page saying the changes
have been saved.
If you want to see what your profile looks like to the public, click the View
My Public Profile as Others See Itlink. When you click the link, a new browser window or tab opens (depending on your type of browser) and displays the public page,

o Figure 3-21. The Public Proﬁle page

Close the public page by closing the tab or the browser window. If, after viewing the public page, you want to make changes to what people see on the Web site,
make the changes in the Public Profile box. You also can change your profile information by clicking the Edit My Profile link at the top of the page.
Now let’s move on to Chapter 4 and discuss how to do one of the central tasks
of LinkedIn: finding other LinkedIn members and connecting with them so that you
can share information.

4.
Searching for People
When you’re searching for people on LinkedIn, you need to use the tricks you
learned as a child when you went on scavenger hunts. There are many different ways
of finding a person, so you need to take some time to think about how to find the
person you’re looking for.
One obvious method is to search by name. If the name isn’t common, finding someone is much easier than if the name is common. For example, when I search
for John Smith in LinkedIn, there are 500 matches. So you may need additional information about the person, such as the company she works for, the type of work
she does, or the area where she lives. You also have to spell someone’s name accurately when searching this way.
The name search is the basic type of search, but LinkedIn also lets you search
by a variety of criteria other than the person’s name. Before you begin, be sure that
cookies are enabled in your Web browser. If you don’t like cookies on your system,
you can change your browser settings to accept cookies only from LinkedIn. If you
choose not to enable cookies at all, you won’t be able to use LinkedIn’s search functionality. Begin the search by logging into LinkedIn. (See Chapter 2 if you need a refresher on logging in.) Click the People link at the top of the page. The People page
appears, as shown in Figure 4-1. In this page, you can search by name, or you can perform an advanced search using a number of criteria.

Search By Name
To search by name, type at least the last name of the person. Unfortunately, you can’t
search by using wildcard characters, such as an asterisk to signify all characters. After you type the last and any other names of the person, click the Search button. For


57

o Figure 4-1. The People page

example, when I type the name “Butow” in the box and search for it, the search returns the name matches shown in Figure 4-2.
The number of matches LinkedIn has found appears at the top of the page. If
you want to refine your search, click the Refine Search Results button above the first
name in the list. Additional search criteria boxes appear, as shown in Figure 4-3. You
can type or select additional criteria, including the person’s employer, location, country, and ZIP code. If you need to look up the postal code, click the Lookup link to the
right of the Postal Code box and search for the ZIP code in the GeoNames Web site
that opens in a new browser tab or window. When you’re finished refining your
search, click the Search button to display the list of names that match your criteria.
If you want to view the name of the person in the list, click the name of that person.

Advanced Search
You also can search by name as one of several criteria in the Advanced Search area.

58


o Figure 4-2.

The search results for the name “Butow”

o Figure 4-3.

Additional name search criteria


59

Search by Keywords
If you want to perform a more advanced search than a name search, click the Advanced People Search tab. The Advanced People Search page appears, as shown in
Figure 4-4.

o Figure 4-4.

The Advanced People Search page

If you want to search for one or more keywords, type the keyword in the Keywords box. If you have multiple keywords, separate them with semicolons. For example, if you are a recruiter looking for a marketing person to work at an
e-commerce company, then you would type “marketing; e-commerce” in the Keywords box.

Search by Title, Company, and/or Industry
You can search for someone by the person’s current title or any past title by typing
the title name in the Title box. By default, the Current Titles Only check box is

60


selected, but, if you want to search a title that the person held previously, just clear
this check box.
You can also search for the person by the company he currently works for.
However, if you want to search for the person by a company he previously worked
for, then clear the Current Companies Only check box, which is selected by default.
You also can select the industry that the person works in from the Industry
list. Any industry is selected by default, but you can browse through the list and select the industry that more accurately reflects what the person does. However, if you
can’t find a good match, leave Any industry selected.

Search by Location
The default location for your search is Anywhere. If you want to zero in on the person’s geographic area, then select Located In or Near in the Location list. When you
do, LinkedIn enables the Country and Postal Code boxes so that you can select the
country and type in the ZIP or postal code of the person, respectively.
As with searching for a name by postal code, click the Lookup link to open a
new browser tab or window, then search for the postal code on GeoNames.

Search by Interest
If you’re looking for someone who has a specific interest, such as a person who wants
to be hired by another company, select one of the six options in the Interested In list.
The options available are:
1. Potential Employees
2. Consultants or Contractors
3. Entrepreneurs
4. Hiring Managers
5. Industry Experts
6. Deal Making Contacts
Select the interest that best matches the LinkedIn members you’re looking
for. For example, if you are searching for people who want to be hired, select Potential Employees in the list, and LinkedIn returns all results from people who are in-

61


terested in finding work. However, if you don’t see an interest that matches what
you’re looking for, leave the default All Users option selected.

Search by Connections
You can search by other LinkedIn members who have connected with you within a
specific period of time. For example, if you believe that the person you’re looking for
joined in the last three months, you can select In the Last Three Months from the list.
You can select from one of seven time criteria—the member may have joined:
•

(1) At any time (the default).

•

(2) Since you last logged into LinkedIn.

•

In the last (3) day, (4) week, (5) two weeks, (6) month, or (7) three months.

If you aren’t sure when the member joined your network, leave the default At Any
Time option selected.

Sorting the Search Results
You can sort your search results in the Sort By list in four different ways, as shown in
Figure 4-5:
1. By keyword relevance.
2. By degrees and recommendations.
3. By degrees away from you.
4. By number of connections.
The default is keyword relevance, meaning that members with profiles that match
your keywords are listed first.
However, if you don’t have any keywords or would like to sort by other different criteria, you can select one of three other options.
1. You can sort by the number of connections each member has by selecting
Number of Connections in the list. LinkedIn displays all results, starting
with the member with the most connections.

62

o Figure 4-5.


Sort by list criteria

2. You can sort by the number of degrees away from you by selecting Degrees
Away from You. LinkedIn displays results starting with the members
who are in your network, then all members who are connections
of those people in your network, and then all connections of those connections.
3. You also can sort by the degrees away from you and the number of recommendations by selecting Degrees and Recommendations. LinkedIn displays results starting with people who have the most recommendations
and who are in your network or closest to it. For example, one of the
connections of people in your network may have 23 recommendations,
and the connection with the second highest number of recommendations, 18, is in your network. LinkedIn lists the connection with 23 recommendations first and the connection in your network with 18
recommendations second.


63

Ready to Search
When you have set all your search criteria in the Advanced Search area, click the
Search button below the Sort By list. LinkedIn displays the results in the People
Search Results page, as shown in Figure 4-6.

o Figure 4-6.

The People Search Results page

If LinkedIn can’t find any members who meet your criteria, the People Search
Results page displays a search form as shown in Figure 4-7 so that you can adjust your
criteria or start a new search.

A Search Example
Recruiters are good examples of people who use LinkedIn’s search feature to find
people they’re looking for to fill their open positions. They start by searching by keyword for names that match the keyword. Recruiters should try to keep their initial

64


o Figure 4-7.

The People Search Results page for adjusting your search criteria

search as narrow as possible so that they can zero in on those who have as many skills
as possible related to the vacant position.
For example, ABC Corporation, a business-to-consumer (B2C) company, is
looking for a senior director of product management. The list of names might be
quite small to begin with as the recruiter focuses on all the skills needed for this role,
but, as the search goes on, the list grows and other keywords present themselves as
ways to search for this talent. As a result of reaching out to people for this role, the
recruiter’s database grows with referrals and new contacts.
The search might begin this way:
•

Keywords: Consumer, ecommerce, e-commerce, marketing.

•

Title: Director of Marketing.

•

Location: In or near a specific ZIP code within the United States.

Note the two different spellings of the word “e-commerce” because not all
people spell the word with a hyphen (between the first “e” and the first “c”) in their

65


profiles. The same is true for other technical terms. For example, some people use
“website,” others “Website,” and still others “Web site.” On the other hand, if someone can’t spell a nontechnical term (such as “marketing”), then it’s probably better
that you find someone else anyway.

Searching by Reference
On average, recruiters find that a keyword search gives them about 50 percent of the
population they are seeking. The rest come from:
•

Expanding the search parameters.

•

Including researching by contacts, companies, titles, and industries.

•

Sending compelling e-mail messages to potential candidates and/or
clients (which you’ll learn about in Chapter 6).

•

Checking references informally through their network. (LinkedIn provides reference checking of clients when you click Reference Search underneath the tabs at the top of the screen.)

Figure 4-8 shows the Reference Search page that appears when you click the
Reference Search tab. This page lets you enter the companies the person worked for
(or currently works for) and the years the person worked there. If the candidate is still
with the company, type the current year in the right-hand Year box (the one on the
right side of the word “to”). When you click the Search button, LinkedIn finds people in your network who can provide professional references for the person you’re
thinking of hiring. Unfortunately, with a standard personal account, all you can get
is this basic information about the search results. To contact those people directly using LinkedIn’s e-mail service, you have to upgrade to a Business or Pro account. To
do that, click the Upgrade Now button.
In this example, a search for people who worked at Hewlett-Packard from the
years 2003 through 2004 resulted in 16 friends of connections and 484 third-degree
contacts, as shown in Figure 4-9.

66


o Figure 4-8.

The Reference Search page

o Figure 4-9.

The Reference results page

67


Using Complex Searching Techniques
When you use keywords to search for people, jobs, or anything else, you can type special search criteria to help LinkedIn zero in on exactly what you’re looking for. You
may be familiar with some of these functions from other searches you have performed in the past on the Web or when searching a database.
•

If you want to search for an exact phrase, enclose it in quotation marks
(e.g., “Web designer”).

•

You can exclude a search term from the list of keywords by typing a hyphen (or a minus sign) before the term. For example, many sales jobs also
include marketing. If you want to search for only straight sales jobs, insert
a hyphen before the word “marketing”: sales -marketing. LinkedIn looks
for sales job postings that don’t have the word “marketing” in them.

•

Use the Boolean operator “OR” between keywords to search for jobs that
have just one of two or more terms (e.g., Web OR graphics OR advertising). LinkedIn finds job postings that include at least one of these words.

•

You also can use the Boolean operator “AND” to include two or more
terms. However, the word “AND” is superfluous when searching because,
if you search for more than one keyword, LinkedIn automatically presumes there is an “AND” between keywords.

•

LinkedIn also uses parentheses to do complex searches. For example, to
find either a Web design job or a marketing and advertising job, you can
try this: Web design OR (marketing advertising). LinkedIn then looks for
jobs or candidates with listings that include the words “Web design” only
and listings that include the words “marketing” and “advertising” only.

Now that you know how to search for other members in LinkedIn, it’s time to add
them as contacts in your network. Chapter 5 shows you how to add contacts and
manage them in your contact database.

5.
Adding and Managing Contacts
LinkedIn is only as effective as your contact list is. Your effort to reach out to as many
appropriate people as possible to grow your connections is the path to success in
growing your own profile and your own business. The key word, however, is “appropriate.” Your LinkedIn connections could very easily have no rhyme or reason to
them if you randomly invite everyone you come across. Be selective about whom
you invite into your network so that your list of connections has value and will return that value to you. By randomly inviting people you don’t know, you quickly pollute your network .
The best way to start growing your contact list is by adding people who know
you and trust you. These are the people who will refer you to others first for business. You can encourage them to grow their own base by recommending them to
others within your network for business opportunities. This encourages and excites
them to grow their own connections lists.

Good Connection Practices
When people you know and trust are acting as a conduit to someone you are trying
to reach, make sure to include a thank-you note to them for their effort in passing
the message along and to ask whether you can do anything for them. Doing so provides a good foundation for you to grow your connections. It’s recommended that
you make your connections visible to everyone who views your profile because
your connections are evidence of the quality of your contacts and of your desire to
help others.
Improve your connectability by having high-value connections; that is, have
as many decision makers and people who can help you. If you are looking for a job,
connect with recruiters in your area. If you have a business, connect with CEOs, ven-


69

ture capitalists, and vice presidents in both small and large corporations. To date, all
500 of the Fortune 500 companies are represented on LinkedIn, and LinkedIn research says that at least 499 of these companies have the title of director or higher. If
this is the world you want to be connected to, make every effort to have your connections comparable in value.
Most new users put only their current company in their profile. By doing so,
they severely limit their ability to connect with people. You should fill out your profile as though it were an executive biography. Include past companies, education, affiliations, and activities in your profile. (Remember that we discussed adding this
information and more in Chapter 4.) You also can include a link to your profile as part
of an e-mail signature that enables people to see all your credentials as an attachment.

Make Your Connection the Right One
Stay focused on who you are and what you do when building your contacts. As
tempting as it might be to invite your favorite auntie into your connections list, it
might not be the best idea. Your goal is to grow the number of contacts that are relevant to your work—those who will help you find your next job, assignment,
and/or business opportunity. This means constantly growing your network in a targeted way.
When do you invite someone whom you have just met or just connected
with? A good rule of thumb is to speak with the contact on the phone at least once
so that you can hear in his voice a sense of ease in getting to know more about you.
You also may want to think about other questions to ask during a phone call in order
to gauge the contact’s receptiveness. For example, if you’re a recruiter, some questions might be:
•

Did you respond to my LinkedIn email about a position I was recruiting for?

•

Did you reach out to me in some other fashion and are interested in keeping a dialogue going for future opportunities?

•

Is there familiarity between us because we know quite a few of the same
people?

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These are just a few ways to get comfortable with people whom you may
or may not know very well before inviting them into your network. If you don’t
feel some sort of connection, extending an invitation may not be appropriate at
that point.

Adding a Connection
LinkedIn makes it easy for you to add a connection to another LinkedIn member.
Start by signing in to LinkedIn if you haven’t done so already. (See Chapter 2 if you
need a refresher.) Then click the Contacts link in the Navigation box, as shown in
Figure 5-1.

o Figure 5-1.

The Contacts link

If you haven’t built your network yet, then the Start Building Your Network
link appears, as Figure 5-2 shows. Click the Start Building Your Network link. In
the Find Contacts Already on LinkedIn page that appears, as shown in Figure 5-3,


o Figure 5-2.

The Start Building Your Network link

o Figure 5-3.

The Find Contacts Already on LinkedIn page

71

72


you have three options for adding friends and colleagues to your contact list.
You can:
1. Search outlook.
2. Search Webmail contacts.
3. Use a few other tools, including address books.

Import Outlook Connections
If you use Outlook for e-mail, click the Check Outlook button. LinkedIn communicates with Outlook, and after a couple of minutes it identifies potential connections
in your Outlook address book that you may want to add to LinkedIn. Figure 5-4
shows an example of the results of the Outlook address book search.

o Figure 5-4.

The results of the Outlook address book search

You can add contacts by selecting the check box to the left of the e-mail address in the list. The added name appears in the box to the right of the address list.
If you want to invite the selected contacts, click the Invite Selected Contacts list.


73

Import Webmail Connections
If you have an account from an online mail service such as Yahoo Mail, Gmail, or
Hotmail, you can check your service address books to see if any of them are on
LinkedIn by clicking the Check Webmail Contacts button. At the Import Webmail
Contacts page, shown in Figure 5-5, you can select your Webmail service, log in, and
find out which of your Webmail contacts are already on LinkedIn.

o Figure 5-5.

The Import Webmail Contacts page

Add Contacts Manually
You also can add your contacts manually by clicking the Enter Contacts Manually
button. Click this button to open the Add Contacts page, as shown in Figure 5-6.
Type the e-mail address in the box, or copy it from an e-mail message and paste it in
the box. If you have multiple e-mail addresses, separate them with commas: for example, name-1@address-1.com, name-2@address-2.com, . . . . After you type in all
the names, click the Search button. If LinkedIn finds the contact associated with the
e-mail address, the system automatically adds the name to your contacts list in the
Newly Added Contacts page, as shown in Figure 5-7.

74


o Figure 5-6.

The Add Contacts page

o Figure 5-7.

The Newly Added Contacts page


75

Inviting Your Contact to Connect
Now that you’ve added a contact to your list, you need to invite her to connect with
you. Select the check box next to the contact name that you want to invite, and the
name appears in the connection list.
If you want to add a personal note to your invitation, select the Add a Personal Note to Your Invitation check box. A box appears underneath the check box, as
shown in Figure 5-8. You can use the default personal note or change it by deleting it
and typing a new one. When you finish typing the personal note, click the Invite selected contacts button. The Other Contacts page appears and tells you that an invitation has been sent.

o Figure 5-8.

The Personal Note box

You can add more contacts to your contact list by clicking the Add More Contacts link below the list. If you want to see the invitations you have sent out and the
status of each, click the Connections tab at the top of the page, and then click the sent
invitations link above the list. The Invitations Sent page appears, as shown in Figure

76


5-9. By default, the Invitations Sent list shows you all the invitations you have sent to
other LinkedIn members. The status of each invitation appears in the Status column.
If there is no status, the invitee hasn’t responded to the e-mailed invitation yet. You
can view all invitations you have received by clicking the Received link above the Invitations Sent list, and you can also view all blocked invitations by clicking the
Blocked link.

o Figure 5-9.

The Invitations Sent page

If you want to add more contacts, click the Contacts link in the Navigation
box. The invitation you sent earlier doesn’t appear in your connections list in the My
Connections page because the invitation hasn’t been accepted yet. However, the top
of the list shows how many outstanding sent invitations you have. If you click the
sent invitations link at the top of the list, the Invitations page in Figure 5-10 shows 10
of those 17 outstanding sent invitations.
You can click the Invitations Sent link to view your invitations. After your invitee accepts your invitation to connect, LinkedIn refreshes the My Connections page
with your new contact in the list, as shown in Figure 5-11.


o Figure 5-10.

A list that contains 10 outstanding sent invitations

o Figure 5-11.

Amanda Hart is the new contact in the list

77

78


Filtering the Connections List
As you add new connections, your list of connections will grow. You may want to filter your connections list to show only those that meet your criteria, such as connections in a certain geographic area. LinkedIn offers three filter options. You can show:
1. Only the contacts that have new connections.
2. Only your connections by location.
3. Only your connections by information technology and services.
Click the Advanced Options link at the top of the My Connections list to open
the Advanced Options tab that you see in Figure 5-12. You can show contacts with new
connections by selecting the Show Contacts with New Connections check box. You can
filter the list by location to show connections in a specific locale (such as one in your
area) in the Filter by Location list. And you can filter the list by industry (such as your
connections in the biotechnology industry) in the Filter by Industry list. Note that if
you want to refine your search by looking for an industry in a particular location, select

o Figure 5-12.

The Advanced Options tab


79

the location in the Filter by Location list, then filter the list by industry in the Filter by
Industry list. If you want to reset the filter, click the Reset button.

Removing a Connection
From time to time, one of your connections is no longer needed, such as if the connection no longer works with the company you’re working with on a project. In that
case, you can remove a connection from your list by clicking the Remove Connections link above the connections list and to the right of the Add Connections link.
When you click the Remove Connections link, the Remove Connections page appears, as shown in Figure 5-13.

o Figure 5-13.

The Remove Connections link

Removing the connection is simple: Select the check box next to the name of
each contact you want to remove and then click the Remove Connections button. A
Confirm Your Request dialog box appears that asks whether you’re sure you want to

80


remove the connection because the action cannot be undone. (Though you can’t restore the connection, you can reinvite the contact to join your network again at a later
time.) If you want to remove the connection, click Yes. If you change your mind, click
the Cancel link. After you remove a connection, the My Connections page appears
and the connections list no longer includes the removed connections. If you have removed all your connections, the list includes a link to start building your network.

Adding Anyone to Your Invitation List
You can invite other connections you already have, such as someone in your e-mail
address book, to join LinkedIn and your LinkedIn connections. Doing so keeps all
your connections in one location and introduces your connections to more opportunities through LinkedIn.
You can invite a non–LinkedIn member quickly and easily by clicking the Add
Connections button in the Navigation box. The Add friends or colleagues to your network? page appears, as shown in Figure 5-14. Type the first and last names of the

o Figure 5-14.

The Add friends or colleagues to your network? page


81

invitee in the First Name and Last Name boxes, respectively. Then type the e-mail address of the recipient in the Email box. You can preview the invitation text by clicking the Edit/Preview Invitation Text button. The text of the message appears at the
bottom of the page, as shown in Figure 5-15.

o Figure 5-15.

The invitation message information

You can change the message information:
•

Change the default subject text in the Subject box.

•

Change the salutation from the Salutation list. You can keep the default
salutation, choose one of two other salutations, or select no salutation.

•

You also can change the default invitation text by typing a new message in
the message box.

When you’re finished making changes to your invitation, click the Send Invitation(s) button.

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Archive Invitations
Note that removing a connection doesn’t affect the status of any invitations that have
been accepted or rejected. They still appear in the Invitations list. You can archive
your received, sent, and blocked invitations so that you don’t have those old invitations cluttering up the page. Archiving also gives you a record of the invitations in
case you need to confirm that you sent an invitation at some point (for example, if
you haven’t received a response from the person to whom you sent the invitation).
Start the archival process by clicking the Inbox link in the Navigation box,
then click the Invitations link. When you click the Invitations link, the Invitations
page appears. In the example shown in Figure 5-16, the invitation for an accepted connection appears in the invitations list. Select the check box next to the name of each
invitee you want to archive, then click the Archive button. LinkedIn displays a green
bar at the top of the Invitations Sent page, informing you that the selected messages
have been archived. If you want to view the archived messages, click the Show
Archived Messages link, as shown in Figure 5-17.

o Figure 5-16.

The invitation for an accepted connection


o Figure 5-17.

83

The Show Archived Messages link

You also can archive received and blocked invitations by clicking the Received
or Blocked link and repeating the archival process for any invitations you want to
archive.
Now that you’ve set up your contacts list, it’s time to start exploring LinkedIn. If
you’re looking for jobs or if you want to recruit for jobs, either as a recruiter or for
your own business, go on to Chapter 6. If you own your own business and want to
become a service provider, or if you want to search for a service provider, turn to
Chapter 7. You can also learn more about making and asking for recommendations
in Chapter 8.

6.
Finding and Recruiting for Jobs
LinkedIn is a valuable resource for finding jobs as well as for finding qualified people
to fill open positions. Your ability to find or fill a job depends on taking full advantage
of the tools that LinkedIn offers. The first and most important step is to create a
compelling profile, and we explained how to do that in Chapter 3. Without a profile
that effectively sells you and what you do, people won’t be interested in working with
you, either as a prospective employee or as a recruiter.
The next step is to familiarize yourself with the LinkedIn job search and
posting tools so that you can customize your search to target the companies and/or
people you want to contact. (If you haven’t signed in, refer to Chapter 2.) If you’re
a job seeker or a recruiter, click the Jobs link on the member home page. The Jobs
home page appears as shown in Figure 6-1. The Jobs home page shows the Find Jobs
tab by default. You also can search jobs in the Search box above the Find Jobs tab.
This box is one of several ways you can search for a job that’s posted on LinkedIn;
others are employing JobsInsider, finding jobs through your network, and using the
Search box.

Getting JobsInsider and Other Tips
In Figure 6-1, notice the large box titled Tips for finding jobs with LinkedIn. At the
bottom of the box, there is a link to download LinkedIn tools for job seekers.
LinkedIn may add more job-seeking tools over time, but for now the only tool available is JobsInsider. When you click the Get JobsInsider link on the page, the JobsInsider page appears, as shown in Figure 6-2, so that you can get more information
about this tool. JobsInsider is a toolbar for Internet Explorer or Firefox that works
with major job sites, including Dice, Monster, and Craigslist. When you view a job
in one of these Web sites, JobsInsider checks the ad to see if anyone in your network


o Figure 6-1.

85

The Jobs Home page

works for the hiring company. You can then use LinkedIn to get more information
about the company and get your resume to the right person. The JobsInsider
toolbar is part of the LinkedIn Browser Toolbar; so you can search LinkedIn from
anywhere.
You can download the toolbar by clicking the appropriate Download it now
button for your browser. Note that the Internet Explorer version of JobsInsider is for
Windows only, but you can use the Firefox version for Windows and Mac OS. If
you’re in the JobsInsider page, you can return to the Jobs Home page by clicking the
Jobs & Hiring page.

Viewing Recently Posted Jobs
To the left of the box showing Tips for Finding Jobs, LinkedIn lists the five most recently posted jobs on the system in the Recent Jobs list on the left-hand side of the
page. If you want more information about the job, click the job title in the list. If the

86


o Figure 6-2.

The JobsInsider page

job is exclusive to LinkedIn, you’ll see a blue star to the left of the job title. You can
view all recent jobs by clicking the View All link at the bottom of the list. Figure 6-3
shows the Job Search Results page that appears after you click the link. The Job Search
Results page displays the LinkedIn Jobs tab that lists the 10 most recent jobs posted to
LinkedIn. Above the list you’ll see the total number of jobs that match your search
criteria, which in Figure 6-3 is 500 matches.
Information about each job is organized into five columns from left to right.
The first column is the job title, followed by the company looking for an employee,
the job location, the date the job was posted, and the job poster name. You can sort
the results alphabetically by title, company, location, or the job poster by clicking the
Title, Company, Location, or Posted By column titles, respectively.
If you don’t see a job you want, you can scroll down the page to view the page
number index, as shown in Figure 6-4. Each page contains 10 job listings, and the default sort order for the list is from newest to oldest. Therefore, page 2 contains job listings that are older than listings on page 1, page 3 contains job listings that are older
than those on page 2, and so on. The page index lists the first 50 pages. To go to the


o Figure 6-3.

The Job Search Results page

o Figure 6-4.

The page number index

87

88


next page, click the Next link. If you’re on a page other than page 1, click the Previous link to go to the previous page.
If you change the sort order of the list, the information on each page changes
to match your sort order. For example, if you sort the list by title, then page 1 shows
the first 10 titles that start with special characters such as a quote, the pound sign (#),
the dollar sign, the left parenthesis, the asterisk, and the period. As you move to the
following pages, you’ll see that LinkedIn continues listing entries in numerical order
and eventually lists entries that start with a letter.
If you don’t find what you want in the LinkedIn Jobs tab, you can search the
Web by clicking The Web tab. LinkedIn displays all the jobs it can find on the Web that
match your search criteria. If LinkedIn can’t find any matches, the tab asks you to refine your search or check the job listings from a major city, as shown in Figure 6-5.

o Figure 6-5.

The Web tab that returns no results

Finding Jobs
So how do you search effectively for jobs in LinkedIn? The system provides four different methods for refining your search to find exactly what you need—or to give you


89

some comfort in knowing that currently there aren’t any jobs with the parameters
you selected.
If you’re not in the Jobs Home page, go there by clicking the Jobs & Hiring
tab. The Jobs & Hiring Home page provides links to all three methods of refining
your search:
1. Searching by keyword, company, or job title.
2. Finding a job through your network.
3. Performing an advanced search by clicking the Advanced Search link that
appears in the Find Your Next Job through your network box and to the
right of the Search box.

Searching by Keyword, Company, or Job Title
The Search box at the top of the page, as shown in Figure 6-6, allows you to find job
openings quickly by typing one or more keywords, a company you want to work for,
or the title of the job you want. If you type multiple keywords, separate them with

o Figure 6-6.

The Search box

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spaces, commas, or semicolons. When you’re finished typing your search criteria in
the box, click the Go button. The Job Search Results page appears. For example, I
typed “technical writer,” and Figure 6-7 shows all technical writing jobs and when
they were posted.

o Figure 6-7.

The Job Search Results page for technical writing jobs

Reﬁning Your Search
If the search results don’t give you what you’re looking for, especially if there are a lot
of matches to search through, you can refine the search by clicking the Refine Search
Results button. When you click this button, the Refine Search Results tab appears, as
shown in Figure 6-8. The tab is divided into three columns:
•

In the left column, the keywords I entered for this example appear in the
Keywords box. Here I can type the job title and/or company, select the ex-


o Figure 6-8.

91

The Reﬁne Search Results tab

perience level for the job, and search jobs that were posted within a certain time period.
•

In the middle column, I can search for the industry and/or any job function. If you don’t see the industry and/or job function in the Industry and
Job Function lists, leave the default Any Industry and Any Job Function
options selected.

•

In the right column, the default location is Anywhere. If you select Located
In or Near in the Location list, the other lists and boxes become active. In
these boxes you can specify a country, postal code, or distance from your
location, and you can sort the list by title, company, location, or the job
poster. You also can look up postal codes in the GeoNames site by clicking the Lookup tab to the right of the Postal Code box, then searching for
the information in a new browser tab or window.

When you finish refining your search, click the Search button. The Job Search
Results page refreshes with your refined results Above the list, you see the number of

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jobs and the search criteria LinkedIn used. You also can click The Web tab to see
more jobs that match your criteria as shown in Figure 6-9.

o Figure 6-9.

The Web tab that lists jobs that meet your criteria

If the company is connected with JobsInsider, the JobsInsider column provides links so that you can find out whether you know of anyone who works for that
company. If you do, you can contact him and get what LinkedIn refers to as an inside
connection to get that job.

Searching for a Job
You can find a job through your network in the blue Find Your Next Job link, which
appears near the top of the Jobs home page.
Finding a job in LinkedIn is simple. Start by typing your keyword or keywords


93

in the Keywords box. Then select the country in which you want to search from the
Country list. And then type the postal code where you want to look for work. The default postal code is your own, but if you need another postal code, click the Lookup
link underneath the Postal Code box to search for a postal code in the GeoNames
Web site.
When you’re finished, click the Search button. If LinkedIn finds any jobs in
your network, the system lists the files in the Job Search Results page LinkedIn tab. If
LinkedIn can’t find any connections in your network, it searches the Web for jobs that
meet your criteria.

Performing an Advanced Search
You can access LinkedIn’s advanced job searching tool by clicking the Advanced
Search link below the Keywords box in the Find your next job through your network
box at the top of the page as shown in Figure 6-10, or by clicking the Advanced Job
Search tab.

o Figure 6-10.

The Advanced Search link in the Jobs Home page

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When you click the Advanced Search link, the Job Search page appears as
shown in Figure 6-11. This page contains the Advanced Job Search box for refining your
search with up to 11 different criteria. You can search by keyword by typing the keyword or keywords in the Search For box. Separate keywords with spaces. If you want
to search only by keywords, click the Search button to the right of the Search for box.

o Figure 6-11.

The Jobs page with the Advanced Job Search box

If you want to refine your search, the search criteria are split into two
columns. In the left column, you can search anywhere (the default) or in a particular
country, postal zone, and within a certain distance around your location. You can also
specify experience level, a specific time period when the job was posted, and how to
sort the search results. In the right column, you can type the job title and/or company, search by job function, and search by industry.
If you decide you want to clear all the search criteria you entered and start over,
click the Reset button at the bottom of the box. Otherwise, click the Search button to
have LinkedIn search for jobs that meet your criteria and display those results in the Job
Search Results page.


95

Applying for a Job
Once you locate a job, how do you apply for it? LinkedIn provides two ways to get the
job poster’s attention.
1. You can use the standard method of sending a cover letter and uploading
your resume to LinkedIn, and the system sends the information to the job
poster. That’s something you should always do so that the job poster
knows that you’re interested in the job.
2. However, to make sure the job poster knows you’re a candidate who goes
the extra mile to get the job, LinkedIn encourages you to build inside connections with people who work at the poster’s company.
Figure 6-12 shows an example of a job posting. You can apply by clicking the
Apply Now button to the right of the job title.

o Figure 6-12.

The Apply Now button in the job listing

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When you click the Apply Now button, the Apply for this Job page appears,
as shown in Figure 6-13. In this page you can write your cover letter, enter your
contact information, and upload your resume. The first step is to write a cover letter to the poster in the Write Cover Letter box. Though the cover letter is Webbased and has no fancy formatting, write the letter as if you were printing it out on
nice stationery and mailing it to the employer. If you’re not sure about how to
write your cover letter, click the See Tips link to the right of the Write Cover Letter box. A new browser window opens that contains useful information for writing an effective cover letter, including writing a strong opening paragraph that
demonstrates how your experience and strengths apply directly to the job and
proofreading carefully.

o Figure 6-13.

The Apply for this Job page

Scroll down the page to add your contact information in the Enter Contact Information area, as shown in Figure 6-14.


o Figure 6-14.

97

The Enter Contact Information area

In this area you can add your home, work, and mobile phone numbers, your
street address, and the best way to reach you.
In the Upload Resume area, click the Browse button to open a window so that
you can navigate to the folder containing your resume and then select your resume
file to upload. LinkedIn accepts files in text, HTML, Microsoft Word, and PDF formats. However, the maximum size LinkedIn can handle is 200 kilobytes (KB), so
check the size of your resume file before you upload it. (My two-page text resume is
only 39 KB.)
At the bottom of the page, you can review your profile in the Review Profile
area. You can make changes to the profile by clicking the name and then making the
profile changes in a new browser tab or window.
If the poster prefers applicants to have recommendations, LinkedIn includes
that information at the bottom of the area. You can get recommendations by clicking the Get Recommendations link. If you don’t have recommendations, you can still

98


o Figure 6-15.

The Conﬁrm Application page

submit your application, but, unless your skills blow away the job poster, it’s highly
likely that your application won’t be considered.
When you’re finished entering information, click the Next button to review and
confirm your application in the Confirm Application page, as shown in Figure 6-15.
Click the Edit link to the right of each area of information to make any further
changes. When you’re satisfied, click the Submit Application button. You also can go
back to the listing by clicking the Back to Listing link to the right of the job title near
the top of the page.
In the listing page, the poster information appears on the right-hand side of
the page in the Posted By box. The information in this box tells you the name of the
poster and how many recommendations she has. A blue box below the Posted By box
invites you to make inside connections to the company advertising the job, as shown
in Figure 6-16.
LinkedIn also invites you to build your network to find an inside connection
to the poster and to add connections to find people at the company. How do you do
that? The best way is by clicking the poster name in the Posted By box to see the


o Figure 6-16.

99

The Posted By and Inside Connections to the company boxes

poster’s profile, which normally includes recommendations from others—and many
of them are likely to be from the poster’s company. (The absence of any recommendations from coworkers at the poster’s company could be a bad sign.) Then you can
view the profile of the LinkedIn member who recommended the poster and create
an inside connection by adding that member to your network.

Hiring and Recruiting
If you’re a recruiter, the Jobs Home page includes the Hiring and Recruiting tab that
enables you to search LinkedIn to find the best candidate. Open the Hiring and Recruiting tab by clicking the down arrow to the right of the Jobs link at the top of the
page and then clicking Hiring Home. The Hiring Home page appears and displays
the Hiring tab, as shown in Figure 6-17. The home page contains information about
what hiring on LinkedIn can do for your company and provides links if you want

100


o Figure 6-17.

The Hiring Home page

more information, including how to sign up. On the right-hand side of the page are
three small boxes:
1. Search Candidates.
2. Post a Job.
3. Find Independent References.

Search for Candidates
The top box lets you type keywords in the Search Candidates box to search quickly
for any profiles containing experience with a particular type of job. For example, if I
type “Web design” in the box and click the Go button, the top 20 results appear in the
People Search Results page, as shown in Figure 6-18.


o Figure 6-18.

101

The People Search results page

If you want to refine your search, you can do so in the same way as you did
with job search results (as explained earlier in this chapter). Click the Refine Search
Results button to open the Refine Search Results tab, as shown in Figure 6-19.
•

In the left column of the tab, your keywords appear in the Keywords
box, and you can delete them and type new ones if you want. You also
can type the name, title, and company the person works for. If you want
to see only the person’s current title and/or the current company, select
the Current Titles Only and Current Company Only check boxes, respectively.

•

In the middle column, you can search by the user type (for example, if
you’re looking for a consultant or contractor), when the person joined,
and the industry in which the person works.

•

In the right column, you can search for the person by a specific country
and/or postal code.

102


o Figure 6-19.

The Reﬁne Search Results tab

The search results include a summary of the member’s profile, specifying the
number of her connections and recommendations.

Post a Job
If you’re interested in posting a job, all you have to do is click the Post a Job tab. The
Compose Job page appears, as shown in Figure 6-20. At the top of the page, the company name appears in the Company Information area. You can change the name in
the Company Name box and add the company Web site in the Company URL box.
The Job Information area, shown in Figure 6-21, lets you add information
about the job, including the title, the job function and type, the industry, the experience level needed, optional salary and job code information, and the job description.
At the bottom of the page, as shown in Figure 6-22, the Location Information, Additional Information, and Promote Your Job areas allow you to specify where the job
is and what you prefer from candidates and to have LinkedIn promote your job if the
job is available exclusively on LinkedIn.


o Figure 6-20.

The Compose Job page

o Figure 6-21.

The Job Information area

103

104


o Figure 6-22.

The Location Information, Additional Information, and Promote Your Job areas

In addition to composing the job, there are three other steps in the job posting process, and on every page you can save the draft of your job and post it later by
clicking the Save Draft button:
1. Entering contact information.
2. Confirming the posting.
3. Paying for the posting.
Click the Next button to go to the next step, the Contact Information Step page,
as shown in Figure 6-23. This page contains your default profile and contact
information, as well as your role in hiring for this position. You can show or hide
your profile on the job listing (the default is to show the profile), change your role,
and specify a different e-mail address to receive applications from interested
applicants.
In each area of the Confirmation Step page, you can click the Edit link if you
need to change the post and/or the posting information. When everything looks


o Figure 6-23.

105

The Contact Information Step page

good, scroll down to the bottom of the page and click the Post This Job button to go
to the final step: the payment page.
The cost for posting a single job is $145, though, if you have more postings,
LinkedIn offers 5- or 10-job posting credits for a discounted price-per-job posting. You
can learn more about purchasing credits and managing your job credits by clicking
the Job Credits tab. When you click the link, the Job Credit Summary page appears,
as shown in Figure 6-24. If you haven’t purchased any job credits, click the Purchase
credits button. After you use your credits, you can view information about those credits by clicking the Used/Expired Credits tab.

Manage Jobs
If you’ve posted jobs or simply created a draft to work on later, you can view a summary of the jobs you’ve posted, jobs that have expired, and draft jobs by clicking the
down arrow to the right of the Jobs link and then clicking Manage Jobs. Clicking the
link opens the Manage Jobs page, as shown in Figure 6-25. Each tab tells you how
many open jobs, past jobs, and draft jobs you have. If you haven’t posted any jobs or

106


o Figure 6-24.

The Job Credit Summary page

o Figure 6-25.

The Manage Jobs page


107

if you have no expired jobs, LinkedIn invites you to click the Post a Job Now link to
post one.
If you have saved a draft of a job, click the Draft tab to view the draft summary, as shown in Figure 6-26. The draft summary shows the job title, the date the
job was last updated, and the state of the job.

o Figure 6-26.

The draft summary

•

If you want to post the draft job, click the Post link.

•

You can also work on the draft further by clicking the title of the job.

•

If you decide that you no longer want to post the job, such as when the
job is removed by the powers that be, select the check box to the left of
the job title and click the Delete selected drafts button. A dialog box appears and asks whether you want to delete the draft. Click the OK button
to delete it. The Manage Jobs: Draft page refreshes, and a green bar appears at the top of the page to let you know that the drafts have been
deleted successfully.

108


Find Independent References
If you go back to the Hiring Home page (click the Hiring Home tab), you see that under the Post a Job button there is a box, as shown in Figure 6-27, that invites you to
find independent references by clicking the Go button.

o Figure 6-27.

The Find Independent References box

When you click the Go button, the Find References page appears as shown in
Figure 6-28, so that you can search for LinkedIn members who can provide professional references for your candidate. You can type the company names that appear in
the person’s profile, as well as the start and end years of their employment in the Years
boxes. Add the start and end years by typing the start year in the box to the left of the
word “to” and then typing the end year in the box (or the current year if the candidate
is still with the company) to the right of it. You can type up to five company names
and their associated start and end dates. When you click the Search button, LinkedIn
searches for people in your network who also worked with the applicant at the same
time the applicant worked there—people who can give you quality references.


o Figure 6-28.

109

The Find References page

Leveraging Your Network to Find Candidates
Your network is a valuable resource. So, if you’re trying to find a worthy candidate,
take advantage of it! You can distribute a new job to connections in your network and
ask them if they can forward your job information to anyone they think would be interested in the position.
Start in the home page by clicking the Inbox link in the Navigation box, as
shown in Figure 6-29. In the Inbox: Action Items page, move the mouse pointer over
the Compose Message button, then click the Send Job Notification link in the dropdown menu, as shown in Figure 6-30.
At the top of the Distribute New Job page that appears in Figure 6-31, you can
view the default subject and message that you will send to your connections. You can
also make changes to the subject and the message in the Subject and Message boxes,
respectively.

110


o Figure 6-29.

The Inbox link

o Figure 6-30.

The Send job notiﬁcation link


o Figure 6-31.

111

The Distribute New Job page

Select the members to whom you want to send the job posting by clicking the
Select Connections button at the top of the window. When you click the button, the
Narrow Your Connections box appears, as shown in Figure 6-32. Select members by
scrolling down the list and selecting the check box to the left of each member’s name.
As you select each check box, the corresponding name appears in the connections box
at the right side of the Narrow Your Connections box. You can add as many as 200
connections. When you’re finished adding connections, click the Finished button.
(You’ll learn more about using the features of the Narrow Your Connections box in
Chapter 8.)
In the Job Information area, type the job title (up to 100 characters) in the Job
Title box, the company that’s hiring in the Company box, and the job description in
the Description box. If you want to receive a copy of your message in your e-mailbox,
select the Send Me a Copy check box.
When you’re finished preparing your message, click the Send button.
LinkedIn sends each connection an individualized message asking for his or her help
in finding great candidates for your job opening.

112


o Figure 6-32.

The Narrow Your Connections box

An Example of Searching for Talent
Let’s say you’re seeking a software product manager with skills in e-commerce software, focusing on the consumer market. There are more than 52,000 product managers on LinkedIn as of this writing; so the need to narrow the focus for the search is
obvious. LinkedIn makes this easy by using the Advanced People Search function.
Access the Advanced People Search page from the home page by clicking
the down arrow to the right of the People link at the top of the page. In the dropdown menu that appears, as shown in Figure 6-33, click the Advanced People
Search link.
To find this talent, type the search criteria into the following boxes:
•

Keywords: Consumer, ecommerce, e-commerce, product management

•

Title: Product manager

•

Company: (This may or may not be filled in.)


o Figure 6-33.

113

The Advanced People Search link

Note that in the keyword list, the term “e-commerce” is spelled two ways.
People spell terms differently—especially newly coined terms—so you should take
variant spellings (and even misspellings) into account when you type search criteria.
You also have the option of checking or unchecking current titles and current
companies. This is, of course, a personal choice that really depends on how widely
you want to cast your net.
LinkedIn allows you to narrow your universe by searching in and around a
postal code, by keywords, or by your relationship with the LinkedIn network at-large.
For example, you can sort by postal code 94118 and:
•

Keyword relevance.

•

Number of connections.

•

Degrees away from you.

•

Degrees and recommendations.

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Figure 6-34. shows an example of narrowing your search accordingly.

o Figure 6-34.

An example of narrowing your search

Now the task entails looking through the list of names that have come up for
those whose credentials that best fit the opportunity. The search begins by the way it
is sorted. For example, if Keyword Relevance was selected in the Sort By list, then the
resulting names are sorted by those whose profiles contain all or most of the keywords. There is no across-the-board best way to do the search; there is only the way
that best fits the individual search and searcher. If it is extremely important that the
candidate is one or two degrees away, then it is important to sort by that relevance.
If the person’s profile is properly built, you can peruse it to see whether there
is a fit. If some of the talent looks interesting but there isn’t enough information on
the profile, you may have to look at their connections for further information about
them. It is always good to check the candidate’s connections to see whether you consider him a trusted adviser before making a decision whether to pursue this particular talent.


115

What’s Next?
The next most important step is to find a good job provider if you’re looking for a job
or finding a good recruiter if you’re looking to fill a job. Then you need to use your
LinkedIn connections to get referrals from others who work at the company where
you want to work, as well as recommendations from as many connections as possible. Many potential employers and recruiters require that profiles include recommendations, and the more potential employers or employees see that you are well
thought of by others, the more interested they become in working with you. You’ll
learn more about getting referrals and recommendations in Chapter 8. Once you receive endorsements from others, you’ll learn how to connect with those clients appropriately in Chapter 10.
For now, turn to Chapter 7 to learn about how to find the best job provider and/or
recruiter for you.

7.
Looking for and Becoming
a Service Provider
How do you go about finding a good plumber when you have a leaky faucet? If you
want to find someone you can depend on, you can call a neighbor, friend, or colleague who may be able to recommend someone. However, if that’s not an option
or you can’t get a recommendation, as a LinkedIn member you don’t have to go to
the paper or online Yellow Pages and take your chances with someone. You can use
LinkedIn to view service provider recommendations to learn who else has used
services in your area that you need and what those members think of the providers.
LinkedIn also allows you to share your recommendations with other LinkedIn
members.
Open the Service Providers page by clicking the Service Providers link on the
home page. When you click the link, the Service Providers page appears with the
Services tab active at the top of the page, as shown in Figure 7-1.

View Service Provider Recommendations
On the right side of the page is a list of the most recent service provider recommendations in all categories—the ones that were added since the last time you signed
in. The most recent recommendation appears at the top of the list.
To the left of each block of recommendation information is a yellow box with
a number, which represents the total number of recommendations the member has
received. Each recommendation block contains the following, from top to bottom:
•

The name of the recommended LinkedIn member.

•

How long ago they were recommended by another member.

Looking for and Becoming a Service Provider

o Figure 7-1.

117

The Service Providers page

•

The recommended member’s position and where the member is located.

•

A brief quote from the recommending member.

•

Finally, the name of the recommending member.

Get More Recommendation Information
Within each recommendation block are three links to get more information about
the recommended and recommending members. Click the name of the recommended member to view the Recommendation page, as shown in Figure 7-2. On this
page, you can view the quote from the recommending member, the qualities of the
recommended member, and the name of the recommending member.
From this page:
•

If you want to send the recommended member a private message, click the
Send InMail link. (You’ll learn more about sending InMail in Chapter 10.)

118


o Figure 7-2.

The Recommendation page

•

If you want to view the recommended member’s profile, click the View
Profile button. Under the View Profile button, you also can view other
top people in the same profession in the same geographic area, such as
the top business consultants.

•

If you want to view the profile of the recommending member, click the
recommending member’s name underneath the quote.

Get More Recommendations
Scroll down the list to view several more recommendations. If you want to view even
more recent recommendations, click the More Recommendations link, as shown in
Figure 7-3.


o Figure 7-3.

119

The More Recommendations link

View More Top People
Below the Recent Recommendations list and the More Recommendations link are
two lists of the top five recommended people in their industries or specialties.
LinkedIn shows different lists so that, each time you visit (or refresh) the Service
Providers page, the lists change. For example, you may see a list of top insurance
agents and top doctors one time and a list of top graphic/Web designers and top career coaches the next time.
The person with the most recommendations appears at the top of each list. If
you want to view more recommended people in each category, click the More link at
the bottom of the list, such as the More Top Career Coaches link. The list of recommended service providers appears in the Service Providers page. Figure 7-4 shows lists
of top photographers and top writers/editors, with the member having the most recommendations listed first.

120


o Figure 7-4.

The lists of top photographers and top writers/editors

Searching for Service Providers
LinkedIn gives you five options when you want to search for a service provider:
1. Category,
2. Top results,
3. Date,
4. Degrees away from you,
5. Location.

View Recommendations by Category
In the Categories table on the right side of the page, you can select service providers
in one of the following seven categories:


121

1. Art, Creative and Media, which includes the subsections Graphic/Web
Designer, Photographer, and Writer/Editor.
2. Consulting, which includes the subsections Business Consultant and IT
Consultant.
3. Employment Services, which includes the subsections Career Coach and
Recruiter.
4. Financial and Legal Services, which includes the subsections Accountant, Attorney, Financial Advisor, Insurance Agent, and Real Estate
Agent.
5. Health and Medical, which includes the subsections Doctor, Dentist, and
Personal Trainer.
6. Home and Garden, which includes the subsections Architect, Gardener,
General Contractor, Handyman, and House Cleaner.
7. Other Professional Services, which includes the subsections Child Care
Provider, Travel Agent, and Veterinarian.

When you click on one of the subsections in a category section, the Service
Providers page for the subsection appears. Figure 7-5 shows the Service Providers
page for the Writer/Editor subsection in the Art, Creative, and Media category. The
list of providers shows recommendations from all LinkedIn users, and the most recently recommended provider appears at the top of the list.
LinkedIn sorts the results by date automatically.

View Recommendations by Top Results
If you would rather see the service providers with the most recommendations at the
top of the list, click the Top Results link above the first recommended name in the
list. The list changes to show the service provider with the highest number of recommendations first, as shown in Figure 7-6.
If you want to sort by date again, click the Date link above the first name in
the list.

122


o Figure 7-5.

The Service Providers page for the Writer/Editor subsection

o Figure 7-6.

The list sorted by top results


123

View Recommendations by Degrees Away from You
By default, LinkedIn displays recommendations from all LinkedIn users (including
you) in the Service Providers page for the category you select. You can sort the list to
show service providers that:
•

Are in your second-degree network.

•

Are in your first-degree network.

•

You have recommended.

From the list that you sorted by top results (as shown in Figure 7-6), click
the 2nd button tab above the first name in the list. The list changes, as shown in
Figure 7-7, and displays the recommended writers and editors in your seconddegree network.

o Figure 7-7.

The recommended writers and editors in your second-degree network

124


If you want to view recommendations only from those in your first-degree
network, click the 1st button tab to the left of the 2nd button tab. Figure 7-8 shows
the updated list with recommended writers and editors in your first-degree
network.

o Figure 7-8.

The recommended writers and editors in your ﬁrst-degree network

If you want to view only the writers and editors you recommend, click the
You button tab to the left of the 1st button tab. If you have recommended any writers or editors, they appear in the list. If you haven’t recommended any writers or editors (or any other service provider depending on the category you’re in), LinkedIn
invites you to recommend writers/editors by clicking the Recommend them now
link, as shown in Figure 7-9.
You can also click the Has Recommended Some Already link to open the default Recommendations from All LinkedIn Users tab, or you can click on the globe
icon button tab to the right of the second button tab.


o Figure 7-9.

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The Recommend them now link

View Results by Location
By default, LinkedIn displays all recommendations from around the world. If you
want to narrow the geographic search area, click the Change Location link at the upper right area of the page. The Location box appears, as shown in Figure 7-10.
In this example, the default search country is the United States, but you can
select a new country in the Country list. If you’re in a country with a postal code,
type the code in the Postal Code box. If the search area is in the United States, you
can look up the ZIP code for the search area city and state by clicking
the ZIP lookup link to the right of the Postal Code box. When you click the link,
a new browser window opens and shows the United States Postal Service Web
site’s ZIP Code Lookup page. Once you find the ZIP code, close the browser
window and type (or copy and paste) the ZIP code in the Postal Code box. After
you finish selecting the country and typing the postal code, click the Change Lo-

126


o Figure 7-10.

The Location box

cation button to update the list with recommendations that are close to the search
area.
If you prefer to search in another city, click on one of the links in the Top
Locations list. Your metropolitan area is listed first, followed by other top locations you may be interested in. The last link is Worldwide, which is the default
location.
You can close the location box by clicking anywhere outside the box.

View More Pages
However you sort the list of recommendations, it displays only 10 service providers
per page. If you want to go to the next page, scroll down to the bottom of the page
and click either the next link or the page number (from 2 to 50), as you learned to do
in previous chapters.


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Recommending a Service Provider
Suppose you want to recommend a connection who is also a service provider, or you
want to recommend someone who currently isn’t a LinkedIn member and you want
to invite her to join LinkedIn and your network at the same time. Either way, recommending a service provider is easy. In the Service Providers page, start the step-bystep recommendation process by clicking the Make a Recommendation tab as shown
in Figure 7-11. When you click the link, the Recommend a Service Provider page appears, as shown in Figure 7-12.

o Figure 7-11.

The Make a Recommendation tab

In Step 1, type the first name, last name, and e-mail address in the appropriate boxes. If you prefer to select an existing connection, click the Select from Your
Connections List link. Figure 7-13 shows the Select Connection window that appears
after you click the link. Select the connection you want to recommend by clicking the

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o Figure 7-12.

The Recommend a Service Provider page

o Figure 7-13.

The Select Connection window


129

connection name in the list, then clicking the Finished button. The list window closes
and the connection’s first name, last name, and e-mail address appear automatically
in the boxes. Click the Continue button to create your recommendation in the Recommendations People/Create page, as shown in Figure 7-14.

o Figure 7-14.

The Recommendations People/Create page

The recommendation form has three sections:
1. In the top section, choose the position you’re recommending your contact
for, the service category, and the year first hired from the appropriate lists.
If you’ve hired the contact more than once, select the checkbox to the
right of the Year First Hired list.
2. In the middle Top Attributes section, select three checkboxes that best describe the service provider.

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3. In the bottom Written Recommendation section, write a brief recommendation for your connection or contact. The box has an example if you
need help getting started.
LinkedIn automatically sends a message to the connection or contact you
want to recommend. However, you can personalize the message by clicking the
view/edit link below the Written Recommendation section. After you click the link,
the Personalize this Message section appears, as shown in Figure 7-15.

o Figure 7-15.

The Personalize this Message section

You can change the default text in the box by deleting it and substituting your
own. When you’re finished, click the Send button to send the recommendation.
When you click the Send button, the LinkedIn home page appears with the message
that your service provider recommendation has been created.
You will learn more about viewing recommendations for service providers, as
well as managing your recommendations, in Chapter 8.


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Becoming a Recommended Service Provider
While you are on the Service Providers page, take advantage of becoming a Service
Provider yourself. This is a great way to get noticed on LinkedIn, because people can
find you through your expertise and see what others have said about you. LinkedIn
offers a quick tutorial on how to become a recognized service provider yourself at the
top of the Service Providers page in the Tutorial Section. Under the How do I get
listed in this directory? heading, click the Request a recommendation link, as shown
in Figure 7-16.

o Figure 7-16.

The Request a recommendation link

LinkedIn provides a very easy three-step process to become a Recommended
Service Provider in the Request Recommendations page, as shown in Figure 7-17:
1. Choose a position.
2. Decide whom you’ll ask.
3. Create your message.

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o Figure 7-17.

The Request Recommendations page

In Step 1, select the position for which you want your connections to recommend you. For example, if you own your own business and you want your connection to tell people what great service you provide, select the business from the
position list. If you want to add a position instead, click the Add a Position link.
In Step 2, select the connections by clicking the Select Connections button.
The Narrow Your Connections window appears, as shown in Figure 7-18. Select the
connections you want to add to the list by selecting the check box to the left of the
contact name. You’ll learn about narrowing your connections further in Chapter 8.
When you’re finished, click the Finished button.
In Step 3, the message asking for a recommendation is already written for
you, but you can change the text in the message box. When you’re finished, click the
Send button. LinkedIn sends each request for a recommendation as an individual
e-mail message to each connection you selected in Step 2.


o Figure 7-18.

133

The Narrow Your Connections window

Hiding a Recommendation in
the Service Provider Directory
When you make a recommendation for a service provider, it appears in the LinkedIn
service provider directory, which everyone can see. If you don’t want your recommendation to appear in the directory, you can hide it. This option is useful when your
service provider doesn’t want to be overwhelmed with a lot of business and/or you
want to let only your trusted connections know about your great service provider.
Start on the LinkedIn home page by clicking the Profile link in the Navigation
box, then clicking the Recommendations tab, as shown in Figure 7-19. In the Make &
Manage Recommendations page that appears, look for the recommendation you
want to change in the Manage recommendations you’ve made list, as shown in Figure 7-20. In the Display on my profile to: column, select No one from the list, as
shown in Figure 7-21, Click the Save Changes button. At the top of the Recommendations page, a message states that the recommendation display settings have been
updated, as shown in Figure 7-22.
(text continues on page 136)

134


o Figure 7-19.

The Recommendations link

o Figure 7-20.

The Manage recommendations you’ve made list


o Figure 7-21.

Select No one from the list

o Figure 7-22.

The recommendation display settings have been updated

135

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You can click the Show link to the right of the message to show the recommendation in the service provider directory. This is just one example of how to edit
a recommendation, and you’ll learn more about how to do that in the next chapter.
You also can recommend others as colleagues or business partners, manage recommendations that you’ve made, and manage recommendations on your profile.
Continue to Chapter 8 to learn more.

8.
Recommendations on
Your LinkedIn Proﬁle
One of the best ways to make your profile stand out on LinkedIn is to have recommendations from others. This is a great way to present your abilities with the help of
others. Furthermore, recommendations save potential clients or employers a tremendous amount of time tracking down your references by phone or e-mail. You can add
as many recommendations as you want to help build and promote your story for
people who visit your profile.

How to Build Your Recommendations
You should approach building your recommendations with a couple of things in mind:
•

Who will be reading the recommendations?

•

What information in the recommendations is the most useful to them?

When considering asking for recommendations, keep in mind the value of
your network and what it represents to your business.
Your best recommendations will be from those people who have had the
most recent experience with you—their memories will be fresh. When you finish a
project for someone, especially if it is extremely successful, it is the perfect time to
ask the client to add a recommendation to your profile. A great way to get your client
to write a recommendation about you is to ask whether he would like you to write
a recommendation about him. By writing a recommendation about your experiences
working with your clients, you’re helping them build their reputation, and you’re

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giving your client a strong incentive to write a recommendation for you. A reference
from a CEO of a company you have just worked for has very high value on your profile page. The best recommendation to put on your profile page is one from the most
senior person in the organization with whom you have worked.
Also, to show your diversity in working with many different kinds of clients,
obtain references from a variety of companies. Five recommendations from one company might have two very different effects. They might prevent you from getting new
clients, or they could show your particular expertise with that type of organization.
So it is a good idea to have your recommendations tell the story from a couple of different perspectives. For example, as a recruiter, I find it helpful for my clients to see
recommendations not only from other companies that have used me, but also from
candidates I have recruited or placed at a company. The two perspectives present a
more well-rounded story about my services and abilities.

Features of a Recommendation
A recommendation should be brief, and it should relate in a specific way to the work
you did so that it tells a little story about you. For example:
My Company engaged Kathy and her team to find talent that our HR team
and other search firms had been unable to find throughout the U.S.
Within two weeks of engaging Kathy, she was presenting us with qualified candidates for all our needs throughout the U.S.—many of whom we
hired. I would hire her again without hesitation. She is extremely professional and serves her clients effectively.
May 22, 2006

Duane Bell, executive vice president and chief financial officer of Tectura
Corporation, was Kathy’s client. In just a quick glance at such a recommendation, the
reader can see:
•

The client you did work for.

•

What you did for the client.

•

The results you delivered for the client.

Recommendations on Your LinkedIn Profile

139

When you write a recommendation, keep it brief, but certainly write things
that are complimentary to the person’s personality, capabilities, and talent, either in
doing work for you or as your superior. Also remember to make your recommendations actual and truthful. If you don’t, you not only harm your own integrity and that
of the person you recommend, but you also diminish the integrity of the entire
LinkedIn community.

Making a Recommendation
You can make a recommendation in LinkedIn in two ways. You can create a recommendation for anyone from the home page, or you can create a recommendation for
a connection from within the connection’s profile page. (If you read Chapter 7, the
recommendation process should be familiar to you.)

From the Home Page
To make a recommendation from the LinkedIn home page, click the down arrow to
the right of the Service Providers link at the top of the page. In the drop-down menu
that appears, as shown in Figure 8-1, click the Make a Recommendation link. When
you click the link, the Recommend a Service Provider page appears, as shown in Figure 8-2. In addition to recommending a service provider, you can use this page to recommend someone as a colleague or business partner.
The first step is to decide whom you want to recommend. You can type the
person’s first name, last name, and e-mail address in the First Name, Last Name, and
Email boxes, respectively. If you would rather recommend someone in your connections list, click the Select from Your Connections List link. A new browser window opens, displaying the Select Connection window, as shown in Figure 8-3. Scroll
up and down the list until you find the connection you want to add, then click the
name in the list. The contact name and e-mail information appear in the Recommend a Service Provider page boxes. Close the Select Connection window by clicking the Finished button. You can change the connection by clicking the Select from
Your Connections List link again. When you select the person you want to recommend, click the Continue button. The Recommendations: People/Create page appears, as shown in Figure 8-4 so that you can create your recommendation. The
name of the person you want to recommend appears at the top of the Create your
recommendation form.
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o Figure 8-1.

The Make a Recommendation link

o Figure 8-2.

The Recommend a Service Provider page


o Figure 8-3.

The Select Connection window

o Figure 8-4.

The Recommendations: People/Create page

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Position Information
Underneath the name is a box that lists the positions the person has held, the service
category, and the year first hired. Here are some notes and options to consider when
selecting options in these lists:
•

If you’re recommending the person for a position not yet listed in the
person’s profile, select the Position Not Yet Listed option in the list. If
the person doesn’t have a position listed yet, you won’t be able to select
a position.

•

If the service category isn’t in the list, select the Other option. When
you select this option, a box appears for you to type the service in the
box.

•

If you never hired the person, select the year you started working with the
person in the Year First Hired list. If you have hired the person more than
once, then select the check box to the right of the list.

Top Attributes
In the Top Attributes area, as shown in Figure 8-5, select three of the seven check
boxes that best describe the person you’re recommending.

Written Recommendation
In the Written Recommendation box, as shown in Figure 8-6, you can write a brief
recommendation for the person, which will appear on your profile as the person’s
profile. Remember that what you write reflects on both you and the person you recommend.

Edit Your Personal Message
LinkedIn sends a default message to the person informing her of your recommendation. If you want to make this message more personal, click the View/Edit
link below the Written Recommendation box. When you click the link, the Personalize this Message box appears, as shown in Figure 8-7. You can change the default message in the box to suit your desires. When you’re finished, click the Send
button.


o Figure 8-5.

The Top Attributes area

o Figure 8-6.

The Written Recommendation box

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144


o Figure 8-7.

The Personalize this Message box

If you don’t select from all the options on the page and don’t select exactly
three attributes for the person, the page reappears with a red bar at the top that
prompts you to correct the marked fields.
After you successfully send the recommendation, the LinkedIn home page appears and a green bar at the top of the page informs you that your service provider
recommendation has been created.

From a Connection’s Proﬁle Page
Add a recommendation from a connection’s profile page by clicking the Contacts link
in the Navigation box, as shown in Figure 8-8. In the My Connections page that appears, click the name of the connection in the list, and the profile page for the connection appears. To the right of the connection name, click the Recommend this
person link, as shown in Figure 8-9. The Recommendation box appears, as shown in
Figure 8-10, and lets you recommend the person as a colleague with whom you’ve
worked, as a service provider, or as a business partner. Click the appropriate button


o Figure 8-8.

The Contacts link

o Figure 8-9.

The Recommend this person link

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146


o Figure 8-10.

The Recommendation box

and then the Go button. The Recommendations People/Create page appears. The
page options that appear differ depending on the type of recommendation you’re
creating. You already know about how to create a recommendation for a service
provider from earlier in this chapter and Chapter 7.

Recommend as a Colleague
If you are recommending a person as a colleague, the Create your recommendation
form for a colleague appears, as shown in Figure 8-11. In the Relationship area, tell others how you worked with the person in the Basis of recommendation list, then select
your title and the person’s title at the time. If you had a different position than the one
listed in the Your title at the time list, click the Add a position link to add a new position to your profile. You can then write a recommendation, change the message to
send to the person with your recommendation if you want, and click the Send button.


o Figure 8-11.

147

The Create your recommendation form for a colleague

Recommend as a Business Partner
If you are recommending a person as a business partner, the Create your recommendation form for a business partner appears, as shown in Figure 8-12.
In the Relationship area, tell others whether you worked with the person
when she was at a different company or was a client in the Basis of recommendation
list, then select your title and the person’s title at the time. If you had a different position than the one listed in the Your title at the time list, click the Add a position link
to add a new position to your profile.
You can then write a recommendation, change the message to send to the
person with your recommendation if you want, and click the Send button. The person receives an e-mail message with the details of the recommendation and a link to
display the recommendation on his profile.

148


o Figure 8-12.

The Create your recommendation form for a business partner

Request a Recommendation
LinkedIn makes it easy for you to ask as many as 200 of your connections at one time
to send you their recommendations. Start on the LinkedIn home page by clicking the
down arrow to the right of the Service Providers link at the top of the page. In the
drop-down menu that appears, as shown in Figure 8-13, click the Request a Recommendation link. After you click the link, the Request Recommendations page appears,
as shown in Figure 8-14. You can get more information about recommendations by
clicking the About Recommendations link in the upper right corner of the page. Start
the process by choosing a position that you entered in your profile from the Choose
a Position list in Step 1 on the page. If you want to add a different position, click the
Add a Position link to the right of the list. Select the connections you want to contact
by clicking the Select Connections button in Step 2 on the page. The Narrow Your
Connections box appears, as shown in Figure 8-15.


o Figure 8-13.

The Request a Recommendation link

o Figure 8-14.


149

150


o Figure 8-15.

The Narrow Your Connections box

In Chapter 7, you learned how to select a connection and add it to the list of
people you want to contact. To the left of this list is an alphabetical index. You can
click on the letter in blue to go to names in the list starting with that letter, such as the
letter “W” to jump to last names in the list that start with “W.”
You can narrow your list further by filtering the list by location and/or by industry. The By Location list contains the locations for all your connections, and the By
Industry list contains the industries for all your connections. When you select a location and/or industry in one or both lists, LinkedIn automatically updates the list
with the names that meet your criteria. If you want to view all locations and/or all
industries, select All Locations and All Industries in the By Location and By Industry
lists, respectively.
As you add names, they appear in the connections box to the right of the
connections list. If you want to add all names, click the Check All Names link at
the bottom of the box. You also can clear all selections by clicking the Clear All


151

link at the bottom of the box or the Remove All link at the bottom of the connections box.
When you’re finished selecting your connections, click the Finished button.
The connections you selected appear in the Request Recommendations page, as

o Figure 8-16.

The connections you selected

In Step 3 on the page, you can change the default subject and default text in
the Subject and Message boxes, respectively. When you’re finished, click the Send button. After LinkedIn sends the recommendation request, the LinkedIn home page appears with a green bar at the top of the page informing you that the request for a
recommendation has been sent.
Each person on your list receives an e-mail message with the text of your message requesting a recommendation and a link to endorse you. It’s up to the recipient
to decide whether to recommend you. Be sure to thank those folks who do so, either
with a sincere note or with a recommendation for them.

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Manage Recommendations
Now that you know how to send and request recommendations, LinkedIn makes it
easy for you to manage those recommendations so that you can see what you’ve written, make changes, and even remove recommendations if necessary.
Manage your recommendations from the home page by clicking the plus sign
to the right of the Inbox link in the Navigation box. In the drop-down menu, as
shown in Figure 8-17, click the Recommendations link. The Recommendations page
appears and displays the recommendations you’ve received, as shown in Figure 8-18.
The page lists all recommendations you’ve received for all positions in your profile. If
you have no recommendations for a particular job, you can request a recommendation for the position by clicking the Ask to Be Endorsed link.

o Figure 8-17.

The Recommendations link

If you have recommendations from others for one of your positions that you
want to manage, click the subject of the recommendation in the Subject column, as
shown in Figure 8-19. When you click the link, the recommendation page appears, as


o Figure 8-18.

The Recommendations: Received page

o Figure 8-19.

The recommendation subject

153

154


o Figure 8-20.

The recommendation page

At the bottom of the recommendation text, a box indicates that the recommendation is visible in your profile. If you want to make changes to the recommendation, click the visible in your profile link. The Received Recommendations page
appears, as shown in Figure 8-21. This page lists the number of recommendations
you have received for different jobs. You can manage recommendations for each job
by clicking the Manage link. The Manage Received Recommendations page appears,
The first recommendation you received appears at the top of the list. To the
left of each recommendation is a check box that, if selected, indicates that the recommendation is currently being shown in your profile. By default, all the show check
boxes are checked. If you want to hide any recommendations, select the corresponding check boxes to clear them. Apply the changes by clicking the Save Changes button below the last recommendation in the list.


o Figure 8-21.

The Received Recommendations page

o Figure 8-22.

The Managed Received Recommendations page

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Get a Revised Recommendation
If you read the recommendation and decide that you want to have the recommendation revised for some reason—for instance, if you want the recommendation to
include information about a recent job you did for the client—click the Request Replacement button under the recommendation text, as shown in Figure 8-23. When
you click the link, the Request Recommendations page appears, as shown in Figure
8-24. In the Create Your Message box, you’ll see the default text for asking the person
who recommended you to update his recommendation, including the original recommendation. You can change this text in the box to fit your requirements, and you
can change the text in the Subject box too, if you want. When you finish creating the
update message, click the Send button.

o Figure 8-23.

The Request Replacement button


o Figure 8-24.

157


View Recommendation Requests
To view all the recommendation requests that you have sent to others, click the Sent
link at the top of the Recommendation list, as shown in Figure 8-25. The recommendations you sent appear in the Sent list, as shown in Figure 8-26.
You can resend the messages to these contacts (you’ll learn more about how
to do that in Chapter 11).

Manage Recommendations You’ve Made
If you want to manage recommendations you’ve made for another LinkedIn member, click the invitation subject in the Subject column. At the bottom of the recommendation, click the Manage your recommendations link, as shown in Figure 8-27.
When you click the link, the Make & Manage Recommendations page appears, as
shown in Figure 8-28, which gives you the opportunity to add more recommenda(text continues on page 160)

158


o Figure 8-25.

The Sent link

o Figure 8-26.

The Sent list


o Figure 8-27.

The Manage your recommendations link

o Figure 8-28.

The Make & Manage Recommendations page

159

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tions at the top of the page and also lists all the recommendations you made in the
Manage Recommendations You’ve Made list.
The list displays all your recommendations by default. You also can filter your
list by showing only colleagues, service providers, or business partners. For each person on the list, you can display your recommendation on your profile either to everyone (which is the default), or only to your connections, or to no one by selecting the
appropriate option in the list in the Display on my profile to column. You also can
change the display option for all recommendations in the list by selecting the appropriate option in the Change all to list at the bottom of the Manage recommendations
you’ve made list. When you’ve finished updating the display information, click the
Save Changes button at the top or bottom of the list.
If you want to edit a recommendation, click the Edit link to the left of the recommended person’s name in the list. When you click the link, the Recommendations/Edit your recommendations page appears, as shown in Figure 8-29. This page
displays the recommendation as it currently appears. You can make changes to the
recommendation, including the service category and the year first hired, the attributes, and the text of the recommendation. You also can change the personal message
to send to the person by clicking the View/Edit link below the Written Recommendation box. When you’re finished, click the Send button.
LinkedIn sends an e-mail message to the person, informing her of the updated recommendation and inviting her to click a link to display your revised recommendation on her profile. After you click the Send button, the Recommendations:
People page appears with a green bar at the top informing you that the recommendation has been updated.

Remove a Recommendation
You can remove a recommendation you’ve made by clicking the Edit link to the left
of the recommendation. In the Edit Recommendations page, click the Withdraw this
recommendation link, as shown in Figure 8-30. In the small dialog box that appears
in the middle of the window, click the Confirm button. The person you recommended will not receive any notification from LinkedIn that you have withdrawn the
recommendation.


o Figure 8-29.

The Edit Recommendation page

o Figure 8-30.

The Withdraw this recommendation link

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Tips for Building and Finding Recommendations
Building Recommendations
Now that you know how to create and manage your recommendations, how do you
find them and how many do you need?
Though you don’t want to seek a recommendation from everyone in your
network, it makes sense to have more than three. Your goal should be 9 to 12 recommendations from a variety of people: people who have hired you, people you have
worked closely with, and perhaps people you have hired. When you receive recommendations, you have the option to accept or refuse them. Remember to pick the recommendations that carry the most weight with visitors who view your profile.

Finding Recommendations
If you can’t find any recommended service providers with the talent you’re looking
for, it’s probably for a couple of different reasons:
•

Your connections have not written many recommendations. You may
want to contact your connections to find out whom they recommend and
whether they know someone on LinkedIn, to encourage them to write
recommendations about providers, and to let you know when the recommendations are written. Then you can go on your connections’ profiles and read the recommendations.

•

You might need to add connections to your list. Refer to Chapter 5 to
learn more about how to add connections to your profile.

Even if you can’t find talent this way, don’t worry. There is another way to find what
you are seeking. It takes a few more steps, but the talent will emerge that you are
seeking. You’ll learn more about finding these answers in Chapter 9.

9.
Searching for Answers
LinkedIn is a place for you not just to network with other people, but also to ask
questions and get answers from other LinkedIn members in your network in the
LinkedIn Answers section. For information gathering to help your business, project,
or personal life, LinkedIn Answers is a fantastic tool.
For example, try asking, “What is your best success story using LinkedIn?” In
response, LinkedIn lets you know that a similar question was asked and that there are
more than 23 answers to the question. As more people ask more questions and offer
more answers, LinkedIn creates a large repository of information that you can use to
get answers to questions from a trusted network, as opposed to searching Google or
some other search engine and getting information from people you don’t know. This
answer repository certainly encourages you to think “outside the box” about how to
use LinkedIn to find jobs, get ideas to run your business, and much more.
You also can look for information by looking through other people’s questions. Let’s say that you are an IT consultant. While scrolling through people’s questions, you come across a question such as, “I am a CIO at NPQ company and I am
looking for a top-notch IT consultant who has an understanding of CRM solutions.
Is there anyone you can recommend?” You can reach that person in a couple of ways.
You may ask one of your connections who is networked to this person to recommend you as a consultant, or you can reach out to the person yourself. Perhaps you
have done work that he might be interested in; that’s a great way to open up the conversation in e-mail. Such an e-mail response might say:
I saw your question on LinkedIn, and thought I would make you
aware of some consulting I just completed for Acme and their CRM solution. I can certainly share with you the kind of work I did there. Does
your calendar permit a quick introductory phone call?

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Another great way to use LinkedIn Answers is to help promote your clients’
work. Nothing gets your clients’ attention faster than sending business their way.
When it comes time to calling consultants for a job, your name rises to the top of
their list because you have helped them and demonstrated concern and caring about
their business that perhaps other consultants have not. A constant thought to keep in
mind when using LinkedIn is the give-and-take of the service and how you can help
others so that it comes back to you.
LinkedIn Answers is also a great way to become a subject matter expert. Answering as many questions as possible in a question category, such as staffing and recruiting, gets you noticed as having a high number of responses. And your answers
have an opportunity to be picked as the best answer, giving you top billing when that
question comes up again. As your knowledge base grows from participating not only
in answering questions but in asking them as well, you become more valuable in the
marketplace and raise your profile within your network.

Viewing and Browsing Questions
Before you ask a question, you should view questions to see if anyone has already
provided answers to it. If you don’t find the exact answer you’re looking for from the
questioner’s network, you still can ask the question to your network. In other words,
you have many more people from whom you can seek answers. The main Answers
page contains a list of new questions from people in your network, and you can also
browse questions in a number of different categories and subcategories to get the exact answers you want.
Start on the home page by clicking the Answers link at the top of the page, as
shown in Figure 9-1. When you click the Answers link, the Answers Home page appears, as shown in Figure 9-2, displaying two columns of information. Three boxes
appear in the left column:
1. Featured Category.
2. My Q&A.
3. Browse.
At the top of the Answers Home page is the featured category, which
LinkedIn selects automatically. LinkedIn selects and displays five questions from your


o Figure 9-1.

The Answers link

o Figure 9-2.

The Answer Home page

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166


network in this category. When you open the Answers Home page, LinkedIn reads
your profile and immediately opens a category with questions and answers that may
interest you. Recruiters, for example, may see questions in one of the following areas:
•

Hiring and Human Resources.

•

Management.

•

Technology.

The My Q&A section appears underneath and shows any questions you
may have asked, and it contains links for you to ask a question and view your questions and answers. The Browse section contains links to 16 different categories of
questions.
The Ask a Question and Answer Questions box appears at the top of the
right column. You can ask a question by typing the question in the Ask a Question
box or learn how to answer questions by clicking the Learn More link or Answer
Now button.
The New Questions from Your Network section appears underneath the box.
This section lists the five most recent questions asked by members of your network.
You can view more questions by clicking the More Open Questions link at the bottom of the list.
Below the new questions is a section detailing This Week’s Top Experts. The
past week’s top experts are the people in your network who have provided the most
answers. LinkedIn lists the top five experts with the person who has the most answers
in the past week. If you want to view more experts in the list, click the More Top Experts link at the bottom of the list. Scroll down the page to view the This Week’s Top
Experts list, as shown in Figure 9-3.

Reading a Question
In the New Questions from Your Network list, each question contains:
•

The title of the question.

•

How many answers have been submitted in response to the question.

•

The person who asked it.

•

How many degrees the person is away from your network.


o Figure 9-3.

167

The This Week’s Top Experts list

•

How long ago the question was asked.

•

The category in which it was submitted.

You can read the question and the associated answers by clicking the question
title. When you click the title, the Question page appears, as shown in Figure 9-4. The
question appears in the yellow box at the top of the page. The box is shaped like a
comic strip talk bubble. In this case the bubble points to the name of the person who
is asking the question, and the name appears to the left of the yellow question box.

Browsing for a Question
If you want to see questions in a particular category, the Browse area in the Answers
Home page gives you 16 categories to choose from:
1. Administration
2. Business Operations

168

o Figure 9-4.


The Question page

3. Career and Education
4. Finance and Accounting
5. Financial Markets
6. Government and Non-Profit
7. Hiring and Human Resources
8. International
9. Law and Legal
10. Management
11. Marketing and Sales
12. Personal Finance
13. Product Management
14. Startups and Small Businesses
15. Technology
16. Using LinkedIn


169

Click on the section link that most closely matches the topic you’re looking
for. For example, click the Marketing and Sales link to open the Answers: Marketing
and Sales page, as shown in Figure 9-5. The Answers: Marketing and Sales page, like
all Questions pages in any category, lists the five most recently asked open questions.
You can view a list of more open questions by clicking the More Open Questions link
at the bottom of the list.

o Figure 9-5.

The Answers: Marketing and Sales page

If you want to view closed questions—that is, questions that a person has
asked and is no longer accepting answers for from others—click the Closed Questions
tab above the first question in the list. The list of closed questions appears, as shown
in Figure 9-6. The closed questions list contains the 10 most recently asked closed
questions. Click the question title to open the question and to view all the answers
that were asked in that category. If you want to see the next 10 pages, scroll down to
the bottom of the page and click the Next link.

170


o Figure 9-6.

The list of closed questions

View the Experts List
An expert is someone who has been recognized by other LinkedIn users as the best
person who has answered their questions. LinkedIn measures its members’ expertise
with a point system. When you answer a question in a public LinkedIn forum in a
particular category and the questioner picks your answer as the best one, LinkedIn
gives you a point. As you accumulate points, LinkedIn lists you as an expert in that
category, thus increasing your visibility to other LinkedIn members looking for answers. (Unfortunately, only answers in public forums, not private answers, count for
points.) Therefore, if you see someone who is classified as an expert, you can be reasonably assured that she provides answers that you can use, and you should check her
answers first if you have a similar question. Or you may want to ask the expert a question of your own.
You can view all the experts in this area by scrolling down the page and
viewing the list of experts in the category, as shown in Figure 9-7. You can view


o Figure 9-7.

171

The Marketing and Sales Experts list

more experts for the category by clicking the More Experts link at the bottom of
the list.

View Question Subcategories
The Answers page offers a number of subcategories under the primary category. For
example, in Figure 9-8 the Marketing and Sales category contains six subcategories,
from Advertising and Promotion to Writing and Editing. Click a subcategory to view
questions and experts in that subcategory. For example, when you click the Writing
and Editing subcategory, the Answers: Writing and Editing page appears, as shown in
Figure 9-9.
If one of the subcategory names has a right arrow to the right of it, there are
even more sub-subcategories underneath that subcategories. For example, if you click
the Sales subcategory, Figure 9-10 shows the three sub-subcategories in that category.

172


o Figure 9-8.

The Browse list for the Marketing and Sales category

o Figure 9-9.

The Answers: Writing and Editing page


o Figure 9-10.

173

The three Sales sub-subcategories

Click on one of the sub-subcategories to narrow the list of questions and experts even
further and find exactly what you need.

Identify Someone as an Expert
If another LinkedIn member has asked a question and picked an answer as the best
one, that may satisfy you. If you still put the question out there in your network and
receive an answer that you think is the best one, you may mark the answer as the best,
and others in your network see that, thereby helping to make someone a subject matter expert. For example, Kathy Taylor asked the question, “I am looking for creativity software to use with kids to develop a new toy, any recommendations?” She
received 10 answers and was given the option of rating the best as well as good answers, as shown in Figure 9-11.

174


o Figure 9-11.

Rating the best answer

Ask a Question
You can ask a question of your network members in LinkedIn in several ways:
•

In the LinkedIn home page, click the down arrow to the right of the Answers link at the top of the page. In the drop-down menu that appears, as
shown in Figure 9-12, click the Ask a Question link.

•

In the Answers Home page, type a question in the Ask a Question box, as
shown in Figure 9-13, then click the Next button.

•

In the Answers Home page, click the Ask a Question Now link in the My
Q&A box on the left side of the page.

•

Click the Ask a Question tab at the top of the Answers page.

All these methods get you to the Ask a Question page. The only difference
among these four methods is that, when you type a question in the Ask a Question
box and click Next, the question appears in the question box at the top of the Ask


o Figure 9-12.

The Ask a Question link

o Figure 9-13.

The Ask a Question box

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176


a Question page. With the other two options, the question box, as shown in Figure
9-14, is empty.

o Figure 9-14.

The Ask a Question page

Now, type a question in the question box. If you type the question in the Ask
a Question box in the Answers Home page, you can edit your question in the box. If
you want to share the question only with specific connections, select the check box
below the question box.
In the Add Details box, you can add more details about your question to help
others in your network answer it. For example, if you’re a recruiter looking for someone to fill a particular position, you can add information about the background and
experience you want the candidate to have. Though entering information in this box
is optional, it’s a good idea to add as much detail about your question as possible.

How to Ask a Question
If you’re not sure of the type of question to ask, view examples by clicking the See
Examples link above the question box.


177

Although LinkedIn suggests, as a matter of etiquette, not to ask a question to
promote your business, many people do just that. By asking a question and putting
it out to your network of people, it reminds them that you are in the business of providing your services and that you’re available to help them should they need your
services. For example, recently someone who was an executive recruiter asked the
question, “What are your biggest challenges in doing search?” Of course, many recruiters responded, but his profile was also raised significantly.

Categorize Your Question
After you ask the question and provide additional details, select the category for your
question by clicking the category in the left box. When you do that, the subcategory
appears in the middle box. If there is a sub-subcategory, a right arrow appears to the
right of the subcategory name. When you click a subcategory name that contains
sub-subcategories, the sub-subcategories appear in the right box, as shown in Figure
9-15 for the Sales subcategory.

o Figure 9-15.

The sub-subcategories for Sales

178


If your question is focused on a specific location, such as the metropolitan
area in which you live, select the My Question Is Focused Around a Specific Geographic Location check box.
Finally, you need to tell LinkedIn whether your question is related to recruiting, promoting your services, and/or job seeking by typing the question in the Add
Details box.

Flagging Questions
If you ask a question that others believe is miscategorized or inappropriate, they may
flag it to alert the LinkedIn customer service staff about their concern. If a question
is flagged by enough users, the LinkedIn staff automatically hides the question but
also reviews it to decide whether to put it back on the system.
To flag a question, click the Flag question as . . . link at the bottom of a question. The Flag question as box appears below the question (as shown in Figure 9-16)

o Figure 9-16.

The Flag question as box


179

so that you can choose the type of concern you have with the message from the list,
such as if you believe the question has inappropriate content. You also can type optional details in the details box. When you’re finished flagging the question, click the
Send button. (If you make a complaint about a question, the complaint is also sent to
the questioner but not your identity.)
You also can flag an answer if you believe the answer is inappropriate by clicking the Flag answer as link at the bottom of the answer. The Flag answer as box appears underneath the link, as shown in Figure 9-17.

o Figure 9-17.

The Flag answer as box

You can choose the type of concern you have with the answer from the list,
such as your belief that the answer constitutes an advertisement, and you can type
optional details about your complaint in the Details box. When you’re finished,
click the Send button. Just as when you send a complaint about a question, the complaint about the answer goes to the answerer without identifying who wrote the
complaint.

180


Answer a Question
Answering a question is easy, and you can either share your answers with others publicly or reply privately to the questioner.

Answer Publicly
When you view a question, you can answer it right away by clicking the Answer button below the question, as shown in Figure 9-18. The Your Answer box appears below
the question, as shown in Figure 9-19.

o Figure 9-18.

The Answer button

Type the answer in the Your Answer box. You should be thorough but brief so
that the person asking the question—and anyone else who may be interested in the
answer—can get your information quickly and easily.
If you want to reference Web sites, type the URL (Web site address) in the
Web Resources box. As you click the box with the instructions for typing the Web


o Figure 9-19.

181

The Your Answer box

site, another box appears above it so that you can add a new Web site. If you click on
the box with the instructions a third time, the box goes blank because you can add
only up to three Web sites.
You can add the contact information for an expert from your network by
clicking the Select Experts button so that the person asking the question (as well as
anyone else reading the answers) can contact your expert for more information. After you click the button, the Narrow Your Connections window appears, as shown in
Figure 9-20.
You can add as many as three connections by scrolling up and down the contact list, then selecting the check box to the left of the contact name. LinkedIn automatically adds the name you selected to the connections list at the right side of the
box. You can add as many as three connections as experts for the questioner. When
you’re finished adding connections as experts, click the Finished button.
If you want to write a personal note to the person answering the question,
select the Write a Note check box. A message box appears below the check box for
you to type your personal note. This is a good opportunity to introduce yourself

182


o Figure 9-20.

The Narrow Your Connections window

professionally, and your message will be sent only to the person who wrote the
question.
When you’re finished posting the answer, click the Submit button. LinkedIn
adds your answer to the bottom of the question page as the most recent answer
posted in response to the question.

Reply Privately
Reply privately to the person asking the question by clicking the Reply Privately
link, as shown in Figure 9-21. After you click the link, the Q&A page appears, as
shown in Figure 9-22, so that you can compose your private message to the questioner. In this page, you can change the default subject in the Subject box and then
type your message in the Message box that appears below the question. If you want
to add more Web resources, type as many as three site addresses into the Web Resources area boxes.
Below the Web Resources area, you also can select up to three experts to refer
to the questioner from your network, just as when you answer publicly by clicking the


o Figure 9-21.

The Reply Privately link

o Figure 9-22.

The Q&A page

183

184


Select Experts button. Finally, select the Send Me a Copy check box at the bottom of
the page if you want to receive a copy of your message sent in your e-mail box. When
you’re finished preparing the message, click the Send button.

Share a Question
You can share a question in two ways: You can suggest an expert on LinkedIn to the
person asking the question, which not only helps the questioner get the right answer
but also makes you look helpful (and you are). You can also share the information
with other people by including the link to the question on another online medium
such as an e-mail message, a blog, or a Web site.

Suggesting an Expert
You can select experts from your network by clicking the Suggest Expert button underneath the question, as shown in Figure 9-23. The Suggest an Expert area appears

o Figure 9-23.

The Suggest Expert button


o Figure 9-24.

185

The Suggest an Expert area

underneath the question, as shown in Figure 9-24, so that you can select experts from
your network and write information about them. You can select up to three experts
by clicking the Select Experts button, then selecting the experts as you did when answering publicly, as explained earlier in this chapter. When you’re finished, you may
want to say something about the experts and why the person asking the question
should contact them by typing that information in the About the Expert(s) box. (Doing so is optional.)
If you want to write a personal note to the questioner to introduce yourself,
select the Write a note check box, then type the note in the box that appears underneath the check box. The note is sent only to the person who posted the question.
When you’re finished suggesting your experts, click the Submit button.

Sharing with Others and with Online Media
You can share the question with others in your network, put it on related Web sites
(including del.icio.us and Digg), and link the question Web site to other online media,

186


such as a Web site, blog, or an e-mail message. Share the question by clicking the
Share This Link under the question. The Share This box appears underneath the link,

o Figure 9-25.

The Share This box

E-mail the question to connections in your network by clicking the Email link.
The Q&A page appears so that you can forward the question to other connections in
your network, as shown in Figure 9-26.
You can select your connections by clicking the Select Connections button
and then selecting your connections in the Narrowing Your Connections box, as explained in Chapter 8. To edit the subject and/or message, type in the Subject and/or
Message box, respectively. You also can send a copy of the forwarded message to your
own e-mail address by selecting the Send me a copy check box. When you’re finished,
click the Send button.


o Figure 9-26.

187

The Q&A page to forward a question

If you have an account with the del.icio.us social bookmarking Web site
and/or the Digg content-sharing Web site, you can log into your account and share
the question information with others on those two sites.
In the Share This Question box, LinkedIn includes a box with the URL, or
Web site address, for the question so that you can copy and paste that address into another location, such as a Web site or blog. You also can paste the URL into an e-mail
message to someone else.

Search for an Answer
If you still can’t find the answer you’re looking for, you can search for it by clicking
the Advanced Answers Search tab at the top of the page, as shown in Figure 9-27.
Type the search criteria in the Keywords box and then click the Search button. The

188


o Figure 9-27.

The Advanced Answers Search tab

Search Results page appears with the results of your search in the Search Results
page. For example, when you type “hiring salesperson” in the Keywords box, the
Search Results page shows the first 10 questions that meet that criteria, as shown in
Figure 9-28.
You’ll notice that, in some question descriptions, your search terms are highlighted. If no search terms are highlighted, one or more answers to the questions
contain the search terms, and you can view the search terms when you view the questions and their answers.
If you want to view the next 10 questions, scroll down to the bottom of the
page and then click the next link. You can refine your search in the Refine Search box
by changing your search criteria, searching for your keyword match in both questions
and answers or only questions, searching within a specific category, and showing only
unanswered questions. You also can sort the questions by viewing open questions,
sorting by the relevance to your criteria, and sorting by the dates the questions were
posted.


o Figure 9-28.

189

The Search Results page

As part of learning about questions and answers, you learned how to contact the person asking the question directly. LinkedIn contains many more tools for contacting
other LinkedIn members directly, and you’ll learn more about them in Chapter 10.

10.
Contacting Other Members
LinkedIn provides a number of methods for contacting other members, whether
they are connections in your network or people you would never have a chance to
meet otherwise but want to get to know through LinkedIn. You can contact your
members directly using LinkedIn’s Inbox, and you can also create groups of users
with the new LinkedIn Groups feature.

The Inbox
Access the Inbox in the home page by clicking the Inbox link in the Navigation box,
as shown in Figure 10-1. When you click the link, the Inbox: Action Items page appears, as shown in Figure 10-2. The Action Items page shows flagged items that you
need to attend to, such as InMails from other LinkedIn members that you need to
read, invitations from others in your network, and information about jobs from your
network.
If you have no flagged items, the page tells you that you have no items in your
Inbox, as you see in Figure 10-2. On the left side of the page is a button to compose
a message and the Inbox menu box that contains options for viewing information
from other members of your network, such as invitations or questions and answers.
You also can get the latest updates from your network by clicking the Network
Updates link. After you click the link, you see the latest updates for the current week,
as shown in Figure 10-3, but you can also view network updates as far back as four
weeks.


o Figure 10-1.

The Inbox link

o Figure 10-2.

The Inbox: Action Items page

191

192


o Figure 10-3.

The Network Updates page for the current week

Compose a Message
You can quickly compose a message to one or as many as 10 other connections in
your network by clicking the Compose message button. After you click the button,
the Messages page appears, as shown in Figure 10-4. Start your message by typing the
name of the recipient in the To box. When you type the first letter in the person’s first
or last name, a list appears below the To box with names from your connections list
that match the name. For example, in Figure 10-5, when I type the letter “B,” the list
of all first and last names that start with B appears underneath the To box. If you find
a name in the list you want to add, click it. You also can keep trying the name of the
person, and the list shrinks as the number of names that meet your criteria shrinks.
For example, if I type “Barc” in the To box, the list shrinks to show only one name
that meets that criteria: Anthony Barcellos.
Once you select a name, it appears in the To box, in a gray box to let you
know that the name has been added. Delete the name by clicking the “X” to the right
of the name. The cursor appears to the right of the name you just added, and you can
add more names by typing new ones in the box. Above the To box, LinkedIn tells you


o Figure 10-4.

The Messages page

o Figure 10-5.

The list of all ﬁrst and last names that start with “B”

193

194


how many more connections you can add. You can send a message to as many as 10
connections at one time.
If you’d rather add your connections from the Narrow Your Connections box,
click the little address book to the right of the To box. The Narrow Your Connections
box appears for you to select the names from your connections list. (Refer to Chapter 8 to learn how to use the Narrow Your Connections box.)

Add an E-Mail Address
The e-mail address you’re sending the message from appears below the To box. If
you want to send your message from more than one address, click the Add email address link to the right of the e-mail address. A new browser window appears, and the
Email Addresses page appears, as shown in Figure 10-6. You can add a new e-mail address (such as your work e-mail address) by typing the address in the box and then
clicking the Add email address button. When you’re finished adding the e-mail address, close the browser window that contains the Email Addresses page.
After you type the subject in the Subject box and the message in the Message

o Figure 10-6.

The Email Addresses page in a new browser window


195

box, you can clear the Allow recipients to see each other’s names and e-mail addresses
if you have multiple recipients for the same message and you don’t want each recipient to know who else received the message. You also can select the Send Me a Copy
check box if you want to receive a copy of the message in your e-mailbox. When
you’re finished preparing your message, click the Send button.

Other Composing Options
Note that you also can compose a message by moving the mouse pointer over the
Compose message button, then clicking the Send message to a connection link that
appears in the Compose message menu, as shown in Figure 10-7.

Send InMail or Introduction
LinkedIn offers two methods of introducing yourself to a contact. One of the services available from the LinkedIn OpenLink Network is InMail, which is available to

o Figure 10-7.

The Send message to a connection link in the Compose message menu

196


premium account holders and which lets you communicate to a LinkedIn member’s
e-mail address. InMail displays your message on the member’s LinkedIn home page
so that the member recognizes that you are a fellow LinkedIn member and that your
message is important. An introduction lets a connection recommend you to another
member whom your connection knows to get the ball rolling toward your having a
relationship with that member. You can have five introductions open at one time with
a free personal account. If you want more introductions open at one time, you must
purchase one of the premium accounts. (See Chapter 2 to review the different types
of accounts.)
The first step is to search for the person you’re looking for by clicking the
Send InMail or Introduction link in the Compose message menu. When you click the
link, the InMail and Introductions page appears, as shown in Figure 10-8. To send InMail and/or an introduction, click the Search now button. The People page appears,
Refer back to Chapter 4 for more information about how to search for people. Because I’m signed in as Eric Butow, for the purposes of this example I’ll type
“Kathy Taylor” in the Name Search box and then click the Search button. As the

o Figure 10-8.

The InMail and Introductions page


o Figure 10-9.

197

The People page

Name Search Results page shows in Figure 10-10, Kathy is a first-degree connection
in my network. However, there is another Kathy Taylor in the list who is a thirddegree connection in my network, and I want to connect with her. When I click on
Kathy’s name to open her profile, to the right of her e-mail are links to send an InMail message and also to get introduced through a connection, as shown in Figure
10-11.

Send InMail
Click the Send InMail link to open the InMail page, as shown in Figure 10-12. By default, your contact information is included when you send an InMail message. If you
would rather not send your contact information to the recipient, clear the Include my
contact information check box. The default contact information you share is your
e-mail address, but, if you want to include your phone number so that the recipient
can contact you directly, type your phone number (and don’t forget your area code)
in the Phone box.

198


o Figure 10-10.

Two Kathy Taylors in the Name Search Results list

o Figure 10-11.

Links to send an InMail message and get introduced through a connection


o Figure 10-12.

199

The Compose your message page

Below the Phone box, you can choose the type of message you want to send
in the Category list. To the right of the message box is a list of what your recipient is
interested in, so you may want to tailor your message to meet the recipient’s interests.
After you type the subject in the Subject box and your message in the Message
box, click the Send button. LinkedIn sends the message to the member and alerts the
member about the message on his home page.

Get Introduced
If you want to get introduced to a member through one of your mutual connections,
click the Get introduced through a connection link on the member’s profile page.
When you click the link, the Request an Introduction page appears, as shown in Figure 10-13. If LinkedIn finds that more than one connection can introduce you, select
the connection you want to introduce you by clicking the appropriate button and
then clicking the Continue button. The Compose Introduction page appears, as
You request an introduction as you compose an InMail message, but with one

200


o Figure 10-13.

The Request an Introduction page

difference: You also need to write a brief note to the connection. After you click the
Send button, the connection receives your request for an introduction and decides
whether to forward it to the member or to reject your request.

Send Invitation
You can send an invitation to one or more people in your personal address book to join
LinkedIn and join your network. To send an invitation from the Inbox page, click the
Send invitation link in the Compose Message menu, as shown in Figure 10-14. When
you click the link, the Add Connections page appears, as shown in Figure 10-15, so that
you can add friends or colleagues to your network.
You can send up to six invitations at one time by typing each user’s first
name, last name, and e-mail address. If you want to check to see who in your address
book uses LinkedIn, click the Check Webmail contacts button on the right side of
the page if you use Gmail, Yahoo!, or AOL. If you use Outlook to check your e-mail,
click the Check Outlook contacts button to check your Outlook address book. If you


o Figure 10-14.

The Send invitation link

o Figure 10-15.

The Create Invitations page

201

202


use none of these programs, click the Don’t use Webmail or Outlook? link for more
options.
LinkedIn sends standard invitation text to each of your invitees, which you
can preview and edit when you click the Edit/preview invitation text link at the bottom of the page. The message appears below the link, as shown in Figure 10-16. You
can edit the subject in the Subject box, change the salutation in the Name list, and edit
the invitation message in the message box. In every invitation, LinkedIn also adds a
link to accept your invitation and some explanatory text that you can’t edit. When
you’re finished making changes to the invitation, click the Send Invitation(s) button.
LinkedIn sends an individual e-mail invitation to each of your invitees.

o Figure 10-16.

The invitation message

LinkedIn Groups
LinkedIn Groups are private forums that are centered around a common theme or
background, such as university alumni or people who used to work at a company. If
you want to keep in touch with a certain group of people and collaborate with them


203

without having to interact with the general LinkedIn membership, you can create
your own group and invite members to join.
You can access LinkedIn Groups by clicking the Groups link in the Navigation
box. as shown in Figure 10-17. When you click the link, the About LinkedIn Groups
page appears, as shown in Figure 10-18, and lists the groups to which you belong. You
can view a directory of groups, including featured groups for alumni of several business schools, Hewlett-Packard alumni, and technical groups, by clicking the Groups
Directory tab at the top of the page.

o Figure 10-17.

The Groups link

Viewing Existing Groups
If you want to see existing groups in other categories, click a category name in the
category list. For example, if you click the Professional Groups link, the Professional
Groups page appears and lists all the current professional groups. When you click on
a group name, a new browser window opens so that you can view more information

204


o Figure 10-18.

The About LinkedIn Groups page

about the organization. You cannot join a group itself; you must be invited by the
managers of the group, and in many cases you must join the organization before you
are invited to join the LinkedIn group.

Starting Your Own Group
If you have an organization or a group of professionals that you want to collaborate
with through LinkedIn, you can start your own group. Start the process by clicking
the Create a Group button, as shown in Figure 10-19. In the Create a Group page that
appears, as shown in Figure 10-20, you can upload your group logos as well as enter
information about your group.
In the Upload Group Logos section, you need to upload a large 100-by-50pixel logo and a small 60-by-30-pixel logo. LinkedIn uses both logos to identify your
group in its listings. After you finish creating your logos, you can browse for each logo
by clicking the Browse button to the right of each in the Group logo box example.
Click the Browse button at the top to browse for the large logo, and click the Browse
button on the bottom to browse for the small logo.


o Figure 10-19.

The Create a Group button

o Figure 10-20.

The Create a Group page

205

206


In the Group Information area, type the group name in the Group Name box
and the group description in the Group description box. For those who are not sure
about what to type in the Group description box, the box contains an example. In the
Group type list, select the group category that best fits your group.
Group members can display your group logo on their profile by default. If
you don’t want your members to do this, clear the Yes, allow group members to display logo on profile check box. In the Group Manager Email box, type your e-mail
address.
If your group is in a single geographic location, such as a city or metropolitan
area, select the My group is based in a single geographic location check box. You also
must select the check box indicating that you have read the terms of the agreement,
which includes the requirement that you must supply LinkedIn with a list of the
names of your group members.
When you’re finished, click the Submit Group for Review button. LinkedIn
staff reviews the group and contacts you to let you know whether they will add you
to their list of groups in the category you specified or decline your application.

Tips for Contacting Other Members
When you find you need to contact others in your network, consider why you are
doing so.
If you are in a fast-paced business like recruiting, you are usually conducting
a search with a sense of urgency. If so, the best way to go about a search is to contact
people directly. In such cases, in doing a search when you don’t know the person but
you do share the same contacts, you should take a couple of steps.
•

When filling in the subject line, choose a compelling message to grab attention, such as “SVP Marketing of Oracle and Larry Ellison.” Pick a
name from your list of shared contacts that has the greatest impact in
reaching out to the intended person. Again, thinking about the level of title of your shared contact is a good idea. For example, a reference to
someone with vice president as title gets more attention than, say, your
cousin in Omaha.

•

Insert a compelling message that conveys a sense of urgency. Perhaps
there is someone you want the person to meet or a meeting that you
would like her to attend. Then the message should say something like,


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“I would like to get connected with you before August 3 as my hiring
manager is in town on August 7 and, if it made sense, we could get the
two of you together, especially if you are interested.” This should encourage a sense of urgency with the reader and motivate her to act
quickly.
•

Your message also should reflect that you have spent some time looking
at the person’s profile on LinkedIn and that there is genuine interest in
speaking to him because of his life successes. As a recruiter, I always like
to point out a thing or two on the profile. For example, “I see you worked
in the e-commerce space with Xuma and our client is very interested in
that kind of background.”

Figure 10-21. shows an example of a compelling message.

o Figure 10-21.

An example of a compelling message

Whatever the reason you are contacting someone, give the impression that
you are truly interested in him, not just looking to network with him only to connect
with someone else.

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Be Discreet
Another time to use direct contact is when the subject matter is of a highly sensitive
or personal nature—something the contactees wouldn’t want anyone in their network to know about, such as:
•

They are job hunting.

•

You are contacting them about a job.

•

You might be looking to replace someone at your company, and you
would not want that disseminated for public knowledge.

•

You are asking them for a reference on someone.

•

The conversation you need to have is highly confidential, and you and/or
they would not want others to know about it.

These are entirely appropriate reasons for contacting someone directly as opposed to going through your network. Those on the receiving end most certainly will
understand your reasons for being direct.
Think of these messages as a telephone conversation. Would you want anyone listening in on the call? If not, use discretion. When in doubt, err on the side of
caution. If you are not certain how sensitive the material is in your e-mail message,
then do not write that information in an InMail message. Those on the receiving end
will appreciate your discretion.

Asking for Referrals or Introductions
Have you ever wanted to do business with someone whom you didn’t know? In these
cases, you really have no way to make a connection other than to call her office at
7:30 A.M. and hope to catch her at the desk.
One of the attractive features of LinkedIn is that it effectively eliminates the
need for the so-called cold call. If you have grown your network to a large enough
size within your core interest or business group, the chances are that you will be connected to the person you want to speak with. This removes the you-don’t-know-mebut phone call and allows you to make contact through your shared connections. It
takes the sting out of a call or e-mail coming out of the blue.
By way of example, allow me to share a story about a CEO friend of mine.


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He told me a story of wanting to work for a company in northern California that was
in the wine supply manufacturing business. He believed his resume did not tell the
story that would best portray him as a fit and knew that it wouldn’t make the cut
with a recruiter. He went into his LinkedIn network and put a message out to some
of his contacts that he was seeking a conversation with a certain recruiter. Through
his network, he found someone who was two degrees away from the recruiter. He
contacted his contact, asking him to forward a message to his contact that the CEO
wanted to speak with the recruiter about this position. The message was forwarded
through LinkedIn and phone calls. Subsequently, the CEO was able to speak with the
recruiter and was able to set up a lunch to explain his background in more detail.
That put him in a stronger position in vying for the job.
What is the best way to go about asking for referrals or introductions? The
strength and relevancy of the message are very much determined by the contact who
is going to relay the message. In other words, pick the contact who has the greatest
impact on the person you are trying to connect with.
If several of your contacts are connected to the person you are trying to contact, then you need to ask yourself some questions:
•

What person would carry the most weight in terms of reaching my desired contact?

•

What person would be the most likely to pass my message on in the
timeliest fashion?

•

How many messages have I asked these contacts to pass along recently?

•

Does the person know enough about my services and me to send along
the appropriate message introducing me?

So you may have a couple of CEOs on your list who would garner the attention
desired, but will they take the time to pass on your message? Obviously, the choice of
intermediary is a fine balancing act of picking the best person who will carry the highest value in your network and one who will take the time to pass it along.
Once you have an intermediary, the message is also important. Figure 10-22
shows an example of a strong message that addresses the preceding questions when
you ask for a referral or introduction.
Whomever you pick should be appropriately thanked. Let her know you
would be happy to return the favor by helping her in any way possible.

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o Figure 10-22.

An example of a strong message

Along with reaching out to someone new through your trusted network, also
remember that you have “reminded” one of your key contacts that you are in business and would be available to do work for her or for someone in her network. Every
time you reach out to someone in your network, it has a halo effect that informs others of your work.

When Other Members Contact You
As a busy professional, you must make sure that your time is well spent, focusing on
your current work demands as well as looking for new business. You may sometimes
find that, when people ask you to do things to help them out with their businesses,
you wouldn’t get any of your own work done if you answered every single request.
LinkedIn is a great way to vet requests to see whether the person making the request
could help your business, is a good contact to have, or is doing something you are


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highly interested in either personally or professionally. How do you do that? You do
it by checking the requestor’s network.
You can discover, through their references, whether a request is something
you should pursue. Check with your references who know the requestor or his business, and then decide whether the request is something you should honor.
You can reach this intermediary in a variety of different ways. One way is to
send an InMail message directly to him, bypassing any intermediate connection. Instead, your message goes directly to the party you wish to contact. The drawback is
that if the person doesn’t know you, there may be hesitancy to respond to your InMail message. Or it may languish for days while he considers whether to answer your
InMail message.
One idea is to include the person whom you and the contactee mutually
know in the subject line of the InMail message, thereby making a connection. If you
are e-mailing someone with a consulting opportunity and you both know John Smith,
you might say in the subject line. “Consulting opportunity and John Smith.” With this
subject line, you grab attention with both the position and the name of a mutual
friend. This generally is a successful strategy because the name in the subject line
draws attention and, more often than not, a response. The implied message is that
you have that person’s permission to send the e-mail. This approach is tricky, but, if
your e-mail message reflects only that you both know this individual, you should be
on safe ground.
Another way is to send a request through the connection you and the contactee share. Choose the best common name, based on influence within your list of
connections. For example, let’s say you are approaching Mary Jones about a consulting opportunity, and you see you have seven connections to her. You must now
choose which one is the best to go through. Think through a few things before you
send this request and an InMail message:
•

Don’t go through anyone she currently works with in case she’s working
with the other person on a current project. You could put her in an awkward situation.

•

Don’t pick a name you have used numerous times. The person may begin
to feel used.

•

Pick the name that you think would wield some influence.

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•

Be mindful of the intermediary’s title. If the connection is a busy CEO,
the message may not get passed along for quite some time.

Once you have made your choice, send a friendly note, engaging the person
you have asked to pass along your request. This might be along the lines of:
Hi Joe,
It’s been awhile since we last spoke. Hope you are doing well. I would
certainly like to catch up with you when you have a moment. In the
meantime, do you mind passing this note along to Mary Jones?
Thanks,
Tom

If the message is urgent and you know the person you are asking to forward
the e-mail, you send a separate e-mail to him to let him know you are asking for help
in connecting you with your desired person. This is a matter of personal choice,
of course. Very often, the decision can be made based on how quickly the response is
desired.

Finding People Outside Your Network
You also can find people outside your network, reaching out to people whose names
you do not know and who don’t have a connection with you in your network. This
feature of LinkedIn is particularly useful when you are looking outside your industry
or region. For example, if you work in high tech and you are looking for a structural
engineer, then your database probably does not contain many structural engineers
because you previously have not worked that network of people.
In such an instance, keep the search field fairly broad at first to see what kind
of talent comes up for you. Then narrow the search as you discover keywords within
their bios that would help you focus more specifically. For example:
•

Keyword: Engineer, Structural

•

Title: Engineer


213

Keep geographic parameters the same as when you are searching inside the
network. Your search may pull up one or two profiles with names on them, but the
majority will not have names attached to their profile. It might look something like
Figure 10-23. Depending on how large your search field is in terms of distance and
keywords, you could have several profiles with no names on them because you are
not connected to them through your network.

o Figure 10-23.

An example of proﬁles without names attached to them

Upon reviewing the profiles, you may see a service provider who could be
the answer to your needs. The only way to contact the provider is through an InMail
message because you have no one in your network connecting the two of you. It
then becomes very important to put together a message that garners a response.
Perhaps you want to discuss the scope of the work or the particular challenges that
would make it compelling for someone to get back to you. It really depends on the
kind of project you are doing and what kind of service provider you are seeking. For
example:

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Hi Don,
I am doing a search for a Structural Engineer for Shaffer and Stevens in
Omaha. They are a boutique firm that has done a variety of interesting
projects, including the Henry Doorly Zoo and the new Paxton development in downtown Omaha. This is a great opportunity to join an exciting
and growing firm. Your background looks very interesting. I would like to
hear back from you to give you more details about the position.
Kathy Taylor
Principal
TalentPlanet

Include all your contact information in your InMail message, including your
name, your e-mail address, and your phone number. Also include as much information as possible in your e-mail message and mention that you have read his profile and
see his background as a fit for your project. This helps to ensure that you will receive
a return e-mail and/or phone call.
There are drawbacks to finding people outside your network. You have no
way of checking them out through your connections; it is like going though the
phone book and pulling names out of the Yellow Pages. However, one way to investigate prospects is to see whether their job history includes a company that someone
in your network has either worked for or is connected to in some way. Otherwise you
have to trust your judgment and then, of course, check the references they provide
to you.
Now that you know more about contacting other members, what happens when you
don’t receive a response from a member you really want to talk to? Let’s continue that
discussion in Chapter 11.

11.
Managing the Nonresponding
LinkedIn Member
Occasionally, LinkedIn members just do not respond to a request. This can happen
for a variety of reasons, including:
•

They are too busy to respond.

•

The message isn’t compelling enough for them to respond.

•

The LinkedIn message fell into their spam or junk folder, and they don’t
know it is there.

•

The shared connection or connections have not passed your request along.

•

They don’t recognize the shared connection and therefore they may not
recognize you.

Before you decide to find out what’s happening, you should determine the
status of these members and whether they have had an opportunity to review your
request(s). LinkedIn provides several methods and tools for doing just that. You
learned about a lot of them earlier in this book, and now it’s time to bring them all
together (with all figures included) to manage the nonresponding LinkedIn member.

Get Message Status Updates
You can find out which messages have received a response and determine whether
you want to resend the messages or withdraw them. Start in the home page by clicking the Inbox link in the Navigation box, as shown in Figure 11-1. We’ll use the sent
invitations and Q&A messages in this figure as the example in this chapter. Therefore,

216


o Figure 11-1.

The Inbox link

in the Inbox: Action Items page that appears, as shown in Figure 11-2, click the Invitations link. The Invitations page opens and shows the invitations you have received.
You also can view all invitations you have sent by clicking the Sent link, as shown in
Figure 11-3. The Status column for each invitation you have sent shows you the invitations that have been accepted, the invitations that have been sent but that have not
received a response, and the invitations that have expired because they have not received a response after several weeks.
You can review the message you sent by clicking the subject title in the Subject column. The invitation page appears, as shown in Figure 11-4, with the text of
the invitation you sent. You can resend the invitation by clicking the Resend button
or withdraw it by clicking the Withdraw button. When you click the Resend button,
the Compose your message page appears, as shown in Figure 11-5, so that you can recompose your message. You can either keep the text in the message box or retype the
message to make sure that it’s more compelling. (You also can get tips about making
your messages more interesting later in this chapter.) When you’re finished, click the
Send button to resend the invitation. The Invitations: Sent page appears with the text
of the invitation you just sent.

Managing the Nonresponding LinkedIn Member

o Figure 11-2.

The Invitations link

o Figure 11-3.

The Sent link

217

218


o Figure 11-4.

The Invitations: Sent page

o Figure 11-5.

The Compose your message page


219

Now you can view the questions and answers you’ve sent to others by clicking
the Q&A link on the page. The Q&A: Received page appears, and you can view all
sent questions and answers by clicking the Sent link, as shown in Figure 11-6. You can
view all the answers for a particular question by clicking the question title in the list.
When you click the title, the question appears on the page, as shown in Figure 11-7.
This page shows you the question, the network members you sent the question to,
and the current message status.

o Figure 11-6.

The Sent link

View all the answers associated with the question by clicking the View Question
button. The Answers page appears, as shown in Figure 11-8. This page shows the question at the top and all the answers, both public and private, underneath your question.
If your question is closed and you want to reopen it, click the Reopen This Question to
Answers link. LinkedIn reopens the question, sends the question to the people you sent
the question to previously, and invites you to send the question to other connections in
your network. You also can share the question by e-mail with other connections in your
network and with other users on del.icio.us or Digg, or you can copy and paste the URL
into an e-mail message or Web site by clicking the Share This link below the question.

220


o Figure 11-7.

The Question page

o Figure 11-8.

The Answers page


221

Pending Recommendation Requests
If you’ve sent recommendation requests to other members but have yet to receive a
response, you can check the status of those requests in two ways. You can click the
Recommendations link in your inbox, or you can manage the recommendations you
have received.

View Recommendations in Your Inbox
Open Recommendations in Your Inbox by clicking the plus sign to the right of the Inbox link in the Navigation box and then clicking the Recommendations link, as shown
in Figure 11-9. In the Recommendations page that appears, you see all recommendation
requests you’ve received. You can also click the Sent link, as shown in Figure 11-10, to
view all the recommendation requests you’ve sent. In the Recommendations: Sent page
that appears, as shown in Figure 11-11, click the recommendation request that you sent
in the list. The recommendation contains the text “[Your Name] has recommended you
on LinkedIn,” where “[Your Name]” is your own name. At the bottom of the recom-

o Figure 11-9.

The Recommendations link in the Navigation box

222


o Figure 11-10.

The Sent link

o Figure 11-11.

The Recommendations: Sent page


223

mendation text, LinkedIn informs you that the recommendation has been sent and that
you can manage your recommendations by clicking the Manage Your Recommendations link at the bottom of the list. You can manage this recommendation and others by
clicking the link to open the Recommendations: People page.

Manage Recommendations
You also can access the Recommendations page from the home page by clicking the
Inbox link in the Navigation box. In the Inbox page, click the Recommendations link.
The Recommendations page appears, as shown in Figure 11-12. If you have any pending recommendation requests for a particular position, click the Sent link, as shown
in Figure 11-13.
In the Sent list, scroll down the page to view the list of sent recommendation
requests, as shown in Figure 11-14. If you want to resend a recommendation to a recipient, move the mouse pointer over the Compose message button, then click Request Recommendation. The Request Recommendations page appears, as shown in
Figure 11-15. You can rewrite your message in the Create Your Message box. If you’re
not sure how to change your message so that it becomes more effective, consider

o Figure 11-12.

The Recommendations page

224


o Figure 11-13.

The Sent link

o Figure 11-14.

The list of pending recommendation requests


o Figure 11-15.

225


implementing the tips in Chapter 10 and those found later in this chapter. Or you can
leave the message as it is. When you’re finished updating the message, click the Send
button.

Getting Attention
So what do you do to get a member’s attention? If you are only mildly interested in
getting to know the member or if your request does not have a specific timeline, then
the best action is to do nothing for a while. Just assume they have been out of town
or too busy to respond for the moment. Don’t take any action for at least a week, and
then send a message again, perhaps with a more compelling message, as shown in the
example in Figure 11-16.
Notice how both parties you are sending e-mails to have more of a compelling message. To Jean, the person you are trying to reach, you have conveyed a
sense of urgency to take action by offering a “fresh database of names” and by stating that you are “actively seeking a new challenge.” If she hesitates in getting back

226


o Figure 11-16.

An example of a more compelling message

to you, she may lose the talent. To Tiffani, the person you are asking to pass the message along, you are offering her help on “refreshing your information on compensation comparables.” You are giving her a reason to help you by offering her
something in kind.
Some people have very high spam filters, and often LinkedIn messages can
fall into a user’s junk mailbox. In that case, there isn’t much you can do except to
send another message or two and see whether they eventually get through. If you
know your shared connection really well, call her to see whether she has the e-mail
address of that person and ask whether you can go directly to her without using
LinkedIn.
You can check to see whether your shared connection has passed your message along by checking your Inbox to see the status. LinkedIn can tell you where the
message is en route to your desired party. If your shared connection has passed it
along and the recipient hasn’t received the message, you might e-mail the shared connection and ask him to help you to get the e-mail sent to the desired party.


227

When you look at your list of connections, consider which person is best to
pass your message along. Are you going through the best connection on your end? As
stated in previous chapters, a CEO is more likely to get someone’s attention than others you might choose.
Also remember not to “burn out” your network with too many requests; your
connections might start to feel used and not help you so readily.

Managing Declined Messages
As you contact other LinkedIn members and other members contact you, your invitations may be declined by others whom you’re trying to contact, and you may have
to decline invitations from others who want to contact you. So you need to learn to
manage declines both as a receiver and as a sender.

If You’ve Been Declined
When you receive a declined message in response to a request, the first question you
must ask yourself is, “Am I bringing this person something of value and will his professional life be enhanced with my invitation or my desire to speak to them about
something?” In other words, is there a good enough reason for the recipient to answer
this request or invitation?
The declined message you receive should give you some idea as to whether
you should connect again and, if so, some ideas on how to reach out again. You must
ask yourself whether you have reached out to this person to make a real connection
or are you just using him to make your network as big as possible. If you’re just trying to expand your network, you shouldn’t contact the person again unless you have
a compelling reason or message, as explained earlier in this chapter. Remember that
your goal is to make your network as valuable as possible not only to yourself but
also to other people in your network. The more valuable your network is, the more
desire you’ll build in others to be one of your connections.
If a connection has been gracious enough to give you his e-mail address, then
take the time to write a little bit about yourself and why it makes sense that you get
to know each other professionally. Doing so may not pay off in the near future, but
adding some information about yourself could mean that a member will forward
your information to a valuable contact or accept your request to connect.

228


If You Need to Decline
If you find that you need to decline an invitation you receive, there are polite ways to
go about doing so. Scott Allen, coauthor of The Virtual Handshake: Opening Doors and
Closing Deals Online (AMACOM, 2005), has a very good approach to declining an invitation or a request. He writes the following message, and you may want to use a
similar message:
Thanks for inviting me to connect on LinkedIn. I would love to start a dialog, get to know each other, and find out how we might be of service to
each other. You have my email, so feel free to drop me a line and we can
get started. However, I do use LinkedIn as they recommend and as my
experience has shown to give me the best return on my time investment,
and I only connect (create a permanent referral link) with people I know
well professionally, and in most cases have actually worked on some
kind of project together.

What’s Next?
Now that you know how to use LinkedIn and manage it to your advantage, it’s time
to learn how to use it with complementary networking products. LinkedIn already
works with the del.icio.us social bookmarking site and the Digg content-sharing site,
but those are only two of the many other sites available on the Web. In Chapter 12 we
look at five other networking options that you may want to use in combination with
LinkedIn to maximize your online networking power.

12.
Other Business
Networking Web Sites
In addition to LinkedIn, many other networking solutions are available on the Web.
Some require that you download software to your computer, and others are Webbased solutions. In this chapter, we provide an overview of five solutions that can
help you expand your network and/or find the information you need.

illumio
With the ever expanding number of social networking Web sites, blogs, and other
Web content available for a wide variety of interests (see the Wikipedia article
http://en.wikipedia.org/wiki/List_of_social_networking_websites for a list of notable social networking sites), it’s difficult to keep track of it all. Tacit Software brings
a unique approach not only to managing all that information but also to garnering
expertise with their illumio product, which is available at http://www.illumio.com,
The illumio software program is free to download, though it is available only
on the Windows platform (a Mac OS version is in development as of this writing).
Once you use the installation wizard to install the program, illumio frees you from
manually tracking personal and/or business information that matters to you. Instead, illumio monitors the feeds you choose and the groups you join, and it delivers
only the information that is important to you. This information is presented in a
“dashboard” format, listing your information and the groups and feeds you belong
to. After you install illumio, it begins to “train” itself to know which information
matches your interests. When illumio receives matching information, it alerts you to
it on your desktop.

230


o Figure 12-1.

The illumio Web site

You can stay connected in two ways. You can monitor your own Really Simple Syndication (RSS) feeds with content such as blogs, discussion forums, and news
that is streamed from Web sites. You also can join illumio groups that other illumio
users have created. If you decide to participate in an illumio group, you can ask a
question from the illumio program, as shown in Figure 12-3, and the software sends
the question to people whose interests match the subject of your questions. You can
also send your question to all users in all groups, or you can limit the visibility of
your question so that only group members can see it. If illumio identifies you as a
match for a question asked by someone else, the system notifies you privately. You
can control who views your answers to questions from other illumio users in the
same way.
As a solution, illumio is particularly helpful within large enterprises where experts are regularly sought out for consulting opportunities. If your business is such
that doing business with a large enterprise is of interest to you, then consider illumio
as a solution.

Other Business Networking Web Sites

o Figure 12-2.

231

The illumio window

Doostang
Doostang (http://www.doostang.com) focuses on bringing together recruiters and
candidates. Though this solution has a bit of a micro focus on groups of people in
their twenties and thirties, people with business degrees, and people with an interest
in finance, its reach is expanding to Internet, media, and software companies. As the
Doostang Web site shows (Figure 12-4), you must be invited (as with many other social networking sites).

232


o Figure 12-3.

The illumio Ask a Question window

o Figure 12-4.

The Doostang Web site


233

You might visit the Web site for a variety of reasons, including:
•

Looking for a job

•

Posting a job

•

Joining a group of common interest

•

Looking up your college classmates

•

Joining a forum to engage in a variety of topics

•

Looking for candidates if you are an employer

•

Posting a discussion topic

•

Asking a career question

As with LinkedIn, you can search for jobs, companies, and people by using
keywords. Doostang tries to limit the number of resumes going into companies by
asking you to be a member of groups with similar backgrounds. For example, if you
are looking for a business development job, you may have to be a member of a group
consisting of business development talent. This restriction offers an advantage over
LinkedIn in that recruiters and employers can limit the number of resumes they look
at. Of course, many candidates are uncanny in getting around this requirement, so recruiters and employers should be aware that people can justify being in just about any
group, especially if their careers include a variety of positions.
Recruiters and employers are allowed to look at the backgrounds of candidates’ friends as well. Therefore, while they are looking at one person’s profile, they
can glance at her friends’ profiles to check out their backgrounds and perhaps find a
better fit for the position.
Doostang also does not allow recruiters to contact job postings for any reason.
If they do, they risk being bumped from the site. The primary drawback to this is obvious: If you are a recruiter with a great position, will you advertise it on Doostang?
Even as the need for talent gets greater and greater, Doostang may not be the
best place for recruiters to advertise their jobs. But if you are looking for strong business talent in the areas Doostang focuses on to add to your organization, you may
find candidates here.

Plaxo
Plaxo (http://www.plaxo.com) is an online address book and networking service that
was founded in 2001 in part by Sean Parker of Napster (yes, the infamous music file

234


sharing service). Plaxo not only keeps your address book up-to-date, but, if you make
changes to your address information, then your contact information is automatically
updated in the address books of others who have your information.
You can use the online version and/or download the Plaxo toolbars. Either
way, you can synchronize your address book in Outlook (shown in Figure 12-5), Outlook Express, Mac OS X, Thunderbird, Windows Mobile, and your mobile address
book with the Plaxo online address book.

o Figure 12-5.

The Plaxo toolbar for Outlook

As with LinkedIn, you can connect with other Plaxo users and view the status
of those connections, as shown in Figure 12-6, as well as connect to other people with
whom your connections have recently connected.
Also as with LinkedIn, you set up your own profile to include information
about yourself (including your photo), your professional summary, and personal and
professional information, as shown in Figure 12-7.
Although Plaxo looks pretty similar to LinkedIn, it differs in a few ways. For
example, Plaxo’s address book shows not only contact information but also a Yahoo


o Figure 12-6.

The Plaxo Web site

o Figure 12-7.

Eric Butow’s proﬁle on Plaxo

235

236


map with the work address. Just as shown in Figure 12-7, Plaxo has recently introduced Pulse, a feature in the up-and-coming version 3.0 of Plaxo that works with a
number of other content-sharing Web sites, including Digg, MySpace, and Flickr. You
can tell Plaxo 3.0 about the sites where you post online content and how you want to
share it using Pulse. If you share these sites with others in your Plaxo network, when
you update them, your Plaxo contacts automatically receive the new information. For
example, if you upload a new photo to Flickr and you share your Flickr feed with others in your Plaxo network, those in your network receive your new Flickr photos.
The basic version of Plaxo is free. If you want to use LinkedIn with Plaxo,
then you might be interested in purchasing Plaxo Premium, which synchronizes with
your LinkedIn network so that you can have more detailed contact information about
your LinkedIn connections in your Plaxo address book. The cost of Plaxo Premium
is $49.95 per year.

Spock
If you want to know where people in your address book are on the Web, you can use
the Spock people search Web site at http://www.spock.com, as shown in Figure 12-8.
When you join the Spock Web site, you can network with other members to find out
where other people are on the Web. For example, when I look for my friend Tony Barcellos on the site by typing Anthony Barcellos in the Search box, I receive information
about him in the results page, as shown in Figure 12-9.
As you build relationships with other Spock members, you also can search
other members’ networks (and they can search yours) to find the people that you
(and they) are looking for. The Spock Web site claims that it has indexed more than
100 million people from more than 1.5 billion data records, including information
from LinkedIn. For Tony’s results, the information listing page in Figure 12-9 includes
not only his current position as a math instructor but also where he went to school.
Spock also automatically adds tags to people it finds, and you can add tags of
your own (such as where the person worked before), identify relationships between
people you find, and upload pictures to go with the record of the person you’ve
found. For example, in Figure 12-9, the tags appear as green links underneath Tony’s
name. When I click on the link, Spock lists other people who also have that tag.
Though Spock currently doesn’t connect with LinkedIn, it’s good as an additional site to find people on the Web and to build your own in-depth contact database.
People are excited about Spock because of its people-searching capabilities, which are


o Figure 12-8.

The Spock Web site

o Figure 12-9.

Information about Tony Barcellos in Spock.com

237

238


beyond the capabilities of current search engines, thanks to a concept called entity
resolution, or the ability to disambiguate people and collapse multiple sources of information into one entry about a person. Spock still is in beta form as of this writing,
but it could pose a serious challenge to Plaxo down the road.

Jigsaw
If you want to build your database of contacts more quickly than you can in
LinkedIn, Plaxo, or Spock, Jigsaw (http://www.jigsaw.com) builds its network on one
of the staples of business life: the business card. Jigsaw is a free service that lets you
buy and trade business cards, as shown in Figure 12-10. Jigsaw contains more than 7
million contacts that are complete with the full name, title, postal address, e-mail address, and telephone number of people you want to reach. Members add business
cards and earn points for entering complete business cards and lose points for adding
bad or incomplete contacts. These points can then be used to buy contact information from the Jigsaw database. If you update your contacts with complete informa-

o Figure 12-10.

The Jigsaw Web site


239

tion, you also get points. When you join Jigsaw, you get 10 free points, and you get additional points for referring someone else to join.
You can also upload your contacts on the site, from a file, or from your Outlook database. If you would rather not add contacts, you can buy them when you pay
for a premium account, with plans starting at $25 per month. Jigsaw also contains a
number of paid options for sharing contacts within your organization, for mailing
lists, and for removing obsolete and duplicate records from your customer relationship management (CRM) system.
The Jigsaw solution has given rise to some controversy because business
cards, complete with your phone number and e-mail address, are added to the Jigsaw
network, which has brought up issues of privacy. The counterargument is that the information on the network is public—people freely give away their business cards with
this information, and business cards have always been passed around just as freely. If
you want to find out whether you’re in Jigsaw, click the Are You In Jigsaw? link at the
bottom of the Jigsaw page. You can then type your e-mail address in the Are You In
Jigsaw? page, as shown in Figure 12-11, to find out whether your business card is in
the Jigsaw system.

o Figure 12-11.

The Are You In Jigsaw? Page

240


You can use Jigsaw as a complementary tool with LinkedIn to find more people. As with any other such service, be cautious when inviting people you find on Jigsaw into your LinkedIn network. Tell the person where you got their information and
why you want to invite him into your network. If you provide as much information
as possible about yourself and why you want to connect with the person, you stand
a much better chance of having him join your network.
These tools are all about making as many connections as possible, and you
can use them to augment the networks you form on LinkedIn. The more connections you make, the more opportunities you have to help others and to get help yourself. Now that you know how to use LinkedIn to build your online network, have fun
using LinkedIn and the related tools listed in this chapter to build a richer networking experience for yourself and others.

Index
accounts
creating, 21–25
growing, 7
selecting settings for, 25–28
upgrading, 27–31
see also Premium Account(s)
Add friends or colleagues to your network?
page, 80–81
adding connections, 70–74, 181
adding modules, 44
Additional Information page, 51–53
Add Photo page, 50–51
address book management, with Plaxo,
233–236
Advanced Answers Search, 187–189
Advanced Job Search, 93–94
Advanced People Search, 57–65
by company, 60
by connections, 61
example of, 63–65
to find job candidates, 112–114
by industry, 60
by interest, 60–61
by keywords, 59
by location, 60
sorting, 61–62
special search criteria for, 67
by title, 59–60
Alba, Jason, on profiles, 7
Allen, Scott
on closing and facilitating deals,
10–11
on declining messages, 228

on increasing success, 5–6
on scheduling new appointments, 10
answering questions
with Answers link, 180–184
privately, 182–184
publicly, 180–182
putting thought into, 5
Answers link, 3–4, 17–19, 38, 163–189
answering questions with, 180–184
asking questions with, 174–178
flagging questions with, 178–179
identifying someone as an expert with,
173–174
searching for an answer with, 187–189
sharing a question with, 184–187
uses for, 163–164
viewing and browsing questions with,
164–170
viewing experts list with, 170–171
viewing question subcategories with,
171–173
Answers module, 41–44
AOL, checking LinkedIn users in, 200
Apple, Inc., 19, 20
applying for jobs, 95–99
archiving invitations, 82–83
asking questions, 17–19, 174–178
methods for, 174–176
and types of questions, 176–178
awards, 52
Bell, Duane, 138
Blog link, 16–17

241

242

Index

Boolean operators, 67
Browse section (Answers home page),
164–170
Build Your Network section, 39
Business accounts, 28–29
business cards, in Jigsaw, 238–240
business networking Web site(s), 229–240
Doostang as, 231–233
illumio as, 229–232
Jigsaw as, 238–240
LinkedIn as, 4
Plaxo as, 233–236
Spock as, 236–238
business partners, recommendations for,
147–148
Business Plus accounts, 29, 30
business trips, new appointments during,
10
career, promoting, 7
category, viewing service provider recommendations by, 120–121
changing profile information, 50
Chase, Al, 9
Check Webmail, 73, 200
closing deals, 10
collaboration, 3–4
colleagues, recommendations for, 146–147
Company Pages link, 19, 20
company searches
for job candidates, 112–114
for jobs, 90–92
for people, 60
reverse checks in, 3
compelling messages, 206–207, 225–226
Compose message, 192–195
confirming a job posting, 104–105
connections
adding, 70–74, 181
common, finding, 9–11
filtering list of, 78–79
good practices for, 68–69
inviting, 69–70, 75–77
mentioning, in subject line, 211
for passing messages, 227

removing, 79–80
searching by, 61
sorting people list by number of, 61
updating, 7
Connections link, 46
contact information, for your account,
22–23
contacting members, 190–214
and checking on those who contact you,
210–212
with Compose message button, 192–195
by InMail, 195–199
by sending invitations, 200–202
through Inbox, 190–192
through introductions, 199–200
through LinkedIn Groups, 202–206
tips for, 206–210
who are outside your network,
212–214
contacts, 68–83
adding, 70–74
archiving old invitations to, 82–83
and filtering of connections list, 78–79
good connection practices with, 68–69
inviting connections from, 75–77
non-LinkedIn members as, 80–81
offering LinkedIn help to, 6
offering value to, 8
outside of LinkedIn, see business
networking Web site(s)
removing connections to, 79–80
selecting, 68–70
Contact Settings page, 25–27
Contacts link, 45–46
cover letters, 96
Craigslist, 84–85
Create a Group page, 204–206
creating accounts, 21–25
contact information in, 22–23
educational information in, 24–25
employment status in, 23–24
Customer Service link, 31, 32
declined messages, 227
declining messages, 228

243

Index

degrees away from you
sorting people list by, 62
viewing service provider recommendations by, 123–125
del.icio.us, 185, 187, 219
Dell, 19
Dice, 84–85
Digg, 185, 187, 219
Directory link, 16
discretion, 208
Distribute New Job page, 109, 111
Doostang, 231–233
drafts, job, 107
editing modules, 42
editing profiles, 48–54
Edit Recommendations page, 160, 161
educational information, for your account,
24–25
e-mail addresses, adding, 194–195
employment information, for your
account, 23–24
exact phrases, searching for, 67
excluding search terms, 67
experts
adding contact information for, 181
becoming identified as, 4, 164, 170
identifying someone as, 173–174
and recommendations as service
provider, 131–133
referrals to, 5, 182, 184
suggesting, 184–185
Top Experts links for, 166, 167
viewing list of, 170–171
face to face meetings, enhancing, 6
FAQs, 17, 18
Featured Category section (Answers home
page), 164–166
filtering connections list, 78–79
find
answers, see Answers link
employees, see hiring and recruiting
independent references, 108–109
jobs, see job searches

people, see people searches
recommendations, 162
Find Contacts Already on LinkedIn page,
70–72
Find References page, 108–109
Find Your Next Job link, 92–94
flagging questions, 178–179
Fortune 500 companies, 69
free services, 4
Full Profile, 21
geographic area searches, see location
Gmail
checking LinkedIn users in, 200
importing connections from, 73
Google Alerts, 8
Google searches, 2–3
Groups, 202–206
starting, 204–206
viewing, 203–204
Groups and Associations box, 52
Help & FAQ link, 17, 18
hiring and recruiting, 99–115
with Doostang, 231–233
example of, 112–114
Find References for, 108–109
home page for, 99–100
Post a Job tab for, 102–107
Search Candidates box for, 100–102
through your network, 109–112
see also service provider(s)
hobbies, 51
home page (LinkedIn), 12, 35, 37–48
Answers link on, 17–19
Blog link on, 16–17
bottom area of, 47–48
Company Pages link on, 19, 20
Help & FAQ link on, 17, 18
Information box on, 39–44
Join Now links on, 12–13
making recommendations from,
139–144
Navigation box on, 45–46
people search links from, 13–16

244

Index

home page (LinkedIn) (continued)
Profile box on, 46–47
recommendations from, 139–144
Sign In link on, 13
Team link on, 19, 21
top area of, 37–38
Updates link on, 21, 22
using Directory link from, 16
What is LinkedIn? link on, 13
Honors and Awards box, 52
Hoogerhuis, Erik, 11
Hotmail, importing connections from, 73
IBM, 19
illumio, 229–232
Inbox, 109, 110, 190–192
independent references, finding,
108–109
industry
in people searches, 60
topics and trends in, 4
Information box, 39–44
InMail, 195–199
interests
searching by, 60–61
in your profile, 51
introductions
adding value to, 5
asking for, 208–210
forwarding requests for, 5–6
on Inmail and Introductions page, 196,
198–200
offering to make, 8
proactivity in, 6
invitations
adding personal notes to, 75
archiving, 82–83
for connections from contacts, 75–77
evaluating, 69–70
lack of response to, 215–220
to non-LinkedIn members, 80–81
resending, 216
sending, 200–202
Invitations Sent page, 76–77
Invite link, 40–41

Jigsaw, 238–240
job searches, 84–94, 115
and Contact Settings page information,
27
with Doostang, 231–233
with JobsInsider, 84–85
recommendations in, 3
refining, 88–92
reverse checks in, 3
through Find Your Next Job link,
92–94
Tips for, 84, 85
viewing recently posted jobs in, 85–88
see also hiring and recruiting; service
provider(s)
JobsInsider, 84–85, 92
Jobs link, 38
Jobs module, 41–44
Join Now links, 12–13
Just Joined LinkedIn section, 40
Kawasaki, Guy
on profile URL, 2
on reverse checks, 3
keyword searches
for answers, 187–188
for hiring and recruiting, 101
for jobs, 89–90, 92–93
for people, 59
for people outside your network, 212
leveraging tools
to find job candidates, 109–112
for profiles, 7–9
LinkedIn
cost of, 4, 29
examples of success with, 6–9
growth of, 1
offering contacts help with, 6
links, adding, 51
location
in people searches outside your network,
213
searching for people by, 60

245

Index

viewing service provider recommendations by, 125–126
Make & Manage Recommendations page,
157, 159–160
making recommendations, 139–148
from a connection’s profile page,
144–148
from LinkedIn home page, 139–144
Manage Jobs page, 105–107
Manage Received Recommendations page,
154, 155
messages
compelling, 206–207, 225–226
composing, 192–195
declined, 227
declining, 227
to people who have asked questions,
163
status updates for, 215–220
to unconnected people outside your network, 213–214
using discretion in, 208
when asking for referrals/introductions,
209–210
see also personal notes/messages
Monster, 84–85
My Q&A section (Answers home page),
164–166
name, searching by, 13–15, 56–58, see also
people searches
Napster, 233–234
Narrow Your Connections, 111, 112, 132,
133
Navigation box, 45–46
networking
with Plaxo, 233–236
proactive, 6
see also business networking Web site(s)
networks, expanding, 2
Network Statistics link, 45
Network Updates page, 40, 190, 192
New People link, 46
News section, 39–40

non-LinkedIn members
as contacts, 80–81
messages to, 213–214
service provider recommendations for,
127–130
nonresponders, 215–227
getting attention of, 225–227
message status updates for, 215–220
viewing pending recommendation
requests for, 221–225
online media, sharing questions with,
185–187
Outlook
parentheses (in searches), 67
Parker, Sean, 233
password, 22, 33
Pentaho, 11
People link, 38
People module, 41–44
people searches, 13–14, 56–67
advanced, see Advanced People Search
by company, 60
by connections, 61
by industry, 60
by interest, 60–61
by keywords, 59
by location, 60
by name, 13–15, 56–58
by reference, 65–66
refining, 57
sorting results of, 61–62
special criteria for, 67
with Spock, 236–238
for those outside your network, 212–214
by title of person, 59–60
personal notes/messages
with invitations, 75
to persons answering questions, 181, 182
with recommendations, 142, 144
on service provider recommendations,
130

246

Index

personal notes/messages (continued)
to thank conduits, 68
to thank recommenders, 151
Pfizer, 19
photos, adding, 50–51
Plaxo, 233–236
Post a Job tab, 102–107
Postal Codes, 57, 58, 125
posted jobs, finding connections to,
98–99
posting jobs, 102–107
cost of, 105
Manage Jobs page for, 105–107
steps in, 102–105
Premium Account(s), 4, 28–31
Business account as, 28–29
Business Plus account as, 29, 30
Pro account as, 29–31
upgrading to, 48
private answers, 182–184
private profiles, 54–55
Pro accounts, 29–31
Professional Groups, 203
Profile box, 46–47
profile page, making a recommendation
from, 144–148
profiles, 1–2
availability of, 2–3
editing, 48–54
finding common connections with, 9–11
home page for, 35, 37–48
leveraging, 7–9
private, 54–55
for promoting and growing career, 7
public, 7, 13, 16, 53–55
recommendations appearing in, 3
searches of, 1, 2
updated, 21, 22
URLs for, 2
viewing, as others see them, 55
Profile tab, 61
Profile Views module, 41
public answers, 180–182
public profiles, 7, 13, 16, 53–55

Q&A page, 186, 187, 219
questions
answering, 5, 180–184
asking, 17–19, 174–178
flagging, 178–179
reading, 166–167
sharing, 184–187, 219
viewing and browsing, 17–19, 164–170
viewing subcategories of, 171–173
see also Answers link
Received Recommendations page, 154, 155
Recently Updated Profile page, 21
recommendations, 3, 137–162
building, 137–138, 162
for business partners, 147–148
for colleagues, 146–147
from a connection’s profile page,
144–148
features of, 138–139
finding, 162
on job applications, 97–98
from LinkedIn home page, 139–144
making, 139–148
managing, 152–161, 223–225
personalizing message with, 142, 144
position information for, 142
and positions/titles of recommenders,
137–138
proactive, 5
quality of, 5
removing, 160, 161
requesting, 148–152
revised, 156–157
for service providers, 116–125, 127–136
sorting people list by number of, 62
top attributes for, 142, 143
variety of, 138
viewing, 221–223
Written Recommendation box for, 142,
143
Recommendations: People/Create page,
129–130, 139, 141–144, 146
Reference Search page, 65–66

247

Index

referrals
asking for, 208–210
to experts, 5, 182, 184
trusted, 5
see also introductions
removing connections, 79–80
removing recommendations, 160, 1
61
requesting introductions, 199, 200, 208–210
requesting recommendations
from connections, 148–152
lack of response to, 221–225
and replacements for recommendations,
156–157
as service provider, 131–133
Request Replacement (recommendations),
156–157
resumes, 97
reverse checks, 3
revised recommendations, 156–157
Ryan, Liz, on leveraging tools, 7–9
Salesforce.com, 11
sales pipeline, streamlining, 11
Search box, 38
Search Candidates box, 100–102
Search Results page, 46, 47
search terms, special criteria for, 67
Select Connection window, 127–129, 139,
141
sending invitations, 200–202
Send Job notification link, 109, 110
Sent list (recommendations), 157, 158
service provider(s), 38, 116–136
becoming recommended as, 131–133
hiding recommendations for, 133–136
recommending, 127–130
searching for, 120–126
viewing recommendations for, 116–125
settings, selecting, 25–28
sharing questions, 184–187, 219
signing in, 13, 33–35
signing out, 31, 33–34
signing up for LinkedIn, 21

social networking sites, 1, 229
sorting results, for people searches, 61–62
spam filters, 226
Spock, 236–238
Start Building Your Network link, 70–72
subject line
compelling message for, 206
mentioning connections in, 211
subject matter experts, see experts
success with LinkedIn
examples of, 6–9
tips for, 5–6
Suggest an Expert, 184–185
Tacit Software, 229
Team link, 19, 21
Tectura Corporation, 138
Teten, David
on closing and facilitating deals,
10–11
on increasing success, 5–6
on scheduling new appointments, 10
thank-you notes, 68
Tips for Finding Jobs, 84, 85
title searches
for jobs, 90–92
for people, 59–60
Tools links, 48
top results, viewing service provider
recommendations by, 121, 122
Trunk, Penelope
on journalists’ use of LinkedIn, 2
on topics and trends in industries, 4
trusted referrals, 5
updates, network, 40, 190, 192
Updates link, 21, 22
Upgrade links, 48
upgrading accounts, 27–31, see also
Premium Account(s)
URL
changing, 53–54
for profile, 2, 53

248

Index

vendors, 8–9
Views link, 46
The Virtual Handshake (David Teten and
Scott Allen), 5–6, 10, 228
Webmail
Web sites
referencing, 180, 181
sharing questions on, 185–187

What is LinkedIn? link, 13
Wikipedia, 1, 229
Withdraw recommendation link, 160,
161
Yahoo!, checking LinkedIn users in, 200
Yahoo Mail, importing connections from,
73
ZIP codes, 57, 58, 125

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