By Kate Jones
Is LinkedIn really linking you in? With more than 238 million members, including 4 million in Australia, a profile on LinkedIn is like the modern-day equivalent of a business card.
But how many of those users have benefitted from LinkedIn?
Is LinkedIn anything more than a resource for recruiters and job seekers?
Leadership expert Paul Lange was an early adopter who began using LinkedIn when it launched in 2003.
“At the time it was a great way of finding people,” he says.
Paul Lange says LinkedIn has become less relevant.
“It became like an online Rolodex.”
In the past 10 years, Lange says he has gained about $3000 in work from LinkedIn. This compares with an $80,000 contract he scored from a connection on rival business networking site SunZu (previously Ecademy).
Lange says LinkedIn has gradually become less effective and relevant in the business landscape.
“I could pay $30 for premium membership, but I just don't think it's worthwhile now,” he says.
“I'd rather go to the pub and have a beer – there I might actually meet someone I connect with.”
What do you think? Is LinkedIn a valuable business tool?
A common complaint among LinkedIn members is the proliferation of spam, fake users and untruthful credentials on profiles.
Employment Office managing director Tudor Marsden-Huggins says it's becoming increasingly common for people to lie about or exaggerate their skills and experience on their LinkedIn profile.
This is particularly problematic for employers and recruiters, he says.
“People are a bit more flexible with the truth when it comes to things like uni degrees,” Marsden-Huggins says.
“They may say they went to UQ [University of Queensland] but won't say they didn't complete any courses there.
“LinkedIn just doesn't have the rigour.”
Business trainer Danielle Di-Masi estimates 95 per cent of Australian LinkedIn members are not using the networking site effectively.
“There's a lot of set-and-forget,” Di-Masi says.
“It's not a personal assistant for you, you need to work it for it to work for you.”
Di-Masi, who lectures business students at the University of NSW on the advantages of LinkedIn, says the networking site works best for those who use it to create a wide network.
“There are two different camps of people using LinkedIn,” she says.
“The first group is people who will only connect with people they know and the other group will connect with anyone because they want to reach out and expand.
“I'm in the latter school of thought because LinkedIn is like being at a networking event. You don't stand at the bar and only speak to the people you know.”
LinkedIn ANZ and south-east Asia's head of communications Tara Commerford says the networking site is still the best place for businesspeople to build their professional brands, increase online visibility and grow their networks.
Commerford's top five tips for using LinkedIn to full effect:
1. Maximise your profile. An up to date and complete profile can be the gateway for potential clients, employees and industry partners to contact your business. Use the summary section to provide a concise overview of your professional self and standout achievements but try not to overwhelm readers with long sentences or numerous paragraphs.
2. Set up a company page. Company pages let members view information about your company, such as its description, services and number of employees. Develop your company page with a logo, locations and feed from your company blog.
3. Grow your network. LinkedIn automatically recommends people you might know based on your details and existing contacts. Choose quality over quantity and when reaching out to connect with someone always personalise their invitation and explain the mutual value of the proposed connection.
4. Find the right people. Use the search tools to find people from a pool of candidates who might be best suited to your business' key roles. If you are happy to be contacted by job seekers, change your status to “hiring” and post any job listings to your LinkedIn Groups to attract relevant talent.
5. Be part of the conversation. Have a voice in your industry through joining and participating in LinkedIn Groups. Potential clients can find you through Groups, as Group members have the ability to directly message each other, even if they aren't directly connected.