Massive Career Benefits of Mastering LinkedIn and Personal Branding. And How to Win by Bring a Friend First

Transcript

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Today we are talking about mastering LinkedIn and personal branding, and we have a great guest to help us talk through this an author of two books on those topics.

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Sandra, welcome to the show.

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Hey, Eric, Great to be here, You've been working on these topics of LinkedIn and personal branding for years and you are a leading expert in it, so I wanted you to join us and talk a little bit about first who you are, what you do and the books that you've written.

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Thanks very much.

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I'm in my second career.

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My first career was B2B sales and leadership and then 11 years ago I started helping people with LinkedIn and I've been doing that ever since and it's been great.

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I work with clients, organizations of all sizes and a lot of times helping leaders, helping employees really maximize their opportunities with LinkedIn.

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And then the books I started with the LinkedIn for Personal Branding was my first major book and that's a pretty comprehensive book about that topic with my first major book and that's a pretty comprehensive book about that topic.

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And then this year came out with a shorter book just really about profile, with sort of my 67 top tips.

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So it's been a lot of fun and I love meeting people from around the world because of my books.

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And that's exactly why I wanted to have you on the show and we'll get into this is 67 tips on LinkedIn and personal branding leads you to the conclusion that this isn't quite as simple as it appears on the surface, but is definitely worth it.

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And one of the things when I talk to people about mastering LinkedIn and personal branding is that a lot of people ask me is it worth it?

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Do you get great results?

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And a lot of people vindicate they want to do it, but they're not sure where to start.

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That's where I think your tips come in, but a lot of people also are just unsure, really, of the benefit of it, so we're ready to be inspired.

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Maybe you can share what sort of success you've been able to help your clients achieve.

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Great.

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I'll give you three quick snippet stories.

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The first one actually was in the beginning of my journey on LinkedIn or as an advisor consultant.

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I had a friend of mine who was an attorney, who he knew I was helping people with LinkedIn and he called me in a panic because his name is Al he's in Connecticut.

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He called me in a panic because he had, you know, he was trying to grow his legal practice law practice and he had a wonderful potential referral partner who said they wanted to introduce him to all these other businesses for his legal services, but she refused to do it because she didn't like his LinkedIn profile.

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She wouldn't refer him.

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She's I'm embarrassed to refer you.

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That was just that one start off story.

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That was in the beginning of me doing this.

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And most recently I had someone who hired me because of something on my profile and this was a company that's in Serbia and they wanted me to help them use LinkedIn for their employees and it's really funny because they picked up on what I would call something that's really related to your brand voice.

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To me, the personal brand on LinkedIn isn't just where do I work and where do I go to school, but it's that intangible, that personal element that maybe your values or your vision, and one of the things I have part of everything I do is my philosophy, which is be the friend first, meaning come on to LinkedIn, but be there to serve others, to help others, to show gratitude and anyway.

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So I described that in my about section and they looked at other people that do LinkedIn and they picked me because of my brand voice, what I talk about, what's important to me.

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So that just happened recently.

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So when you think about all the clients I've worked with, success means a lot of things, eric.

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It could be getting a job.

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It could be hiring people because we also help recruiters and hiring managers appeal to job seekers.

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It could be making a sale.

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It could be getting on a podcast.

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It could be getting a speaking gig.

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It could be asking to write in a column.

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All of those things happen because you're discovered on LinkedIn.

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I have a lot of clients that help me with their senior executives and one company that I've been working with in the healthcare space.

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We've done a lot of profiles for their senior people and now they have it part of their onboarding.

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They want, when they hire someone in a senior role, they want them to reflect the company, the combination of the personal and the company brand.

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It should work together.

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So we help with that.

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So there's so many stories.

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It's a lot of fun.

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Yeah, I think marketers are often charged with helping build the brand of executives at the company they're at.

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This is everything from getting them keynote speeches to featured in Forbes magazine to getting on podcasts and building up their social media presence.

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It seems like at every one of the 10 tech companies that I've been the marketing leader at, that's been the job of the marketing team is to make the CEO and the others on the executive team look great.

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Unfortunately, I think that's not quite as easy as it sounds.

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There's a lot of work that goes.

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Have great profiles, they don't have a good headshot, they don't have a good headline, they don't have a good about section, they don't have any endorsements on there, and so I think that could lead to that feeling of I'd love to endorse you because I know in real life you're a great resource, but online that isn't coming through resource, but online that isn't coming through.

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My next question is personal branding worth it?

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We have these great examples of Elon Musk and Jeff Bezos and billionaires who have built amazing personal brands and driven their companies forward with their personal brand, and even, I would say, at the not quite billionaire level not quite there yet billionaire level you have a lot of people who are authors and speakers and have YouTube channels or podcasts that have hundreds of thousands of people listening and have big followings, even on LinkedIn.

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So I think there's lots of examples there of people who are doing it, but still a lot of people are still hesitant and saying should I invest the time and effort in personal branding and making myself look great?

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How would you answer that question?

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You mentioned a lot of ideas in terms of how to grow your personal brand.

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Whether it's doing a TEDx talk or being on podcasts, writing books, the beauty of LinkedIn is that it complements all of those things.

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That is where everything comes together, because that's where your connections are.

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So I think, when I talk to people that are working on any one of those things, I always ask where does the LinkedIn piece come in?

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Because that's really how you're going to amplify any of that other thought leadership that you're doing, including writing, blogging, any of that thing, any of those things and I feel like it's not just your profile.

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The content is so huge and even just the commenting Commenting for me has been absolutely gold.

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I've been invited to be on podcasts.

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I've been hired to do training.

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I've had people seeking me out, really because I try not to do just simple comment, but be thoughtful, have advice, have something where then they're interested in.

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Then coming to your profile, so what does success look like?

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I think a lot of people count connections or followers and it's a data point, but it's probably not the best indicator of if you really have built a great personal brand.

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My question is what does success look like?

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How would you define it?

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And I know you said that people do have a lot of different outcomes that they want, and I agree with that.

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I'm just curious, broadly, if people have a good personal brand, what are their characteristics of that that you've seen across your clients?

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Yeah, it does depend on what they're trying to do.

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If they are trying to become known for their podcast or their book or whatever, it depends what they're trying to be known for, but in general it's leading to conversations related to the opportunities that they're seeking on their stage.

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If I want to have my book have more visibility, then that's what I want.

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I want people to post about my book.

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So it depends on where you're at, but it's generally showing interest and I'm a big believer that we don't just come on LinkedIn and expect that everyone's going to show interest in us.

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We have to show interest in others.

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It gets back to Dale Carnegie 1936, how to win friends and influence people is.

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Showing interest in others is how people become interested in us.

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So that's part of the philosophy, that's the underpinning of what I talk about with.

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Be the Friend First is focus on others and share your expertise, share your thought leadership, and that's how that comes around to you.

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I think that's great and I'm curious.

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It seems like it's hard for a lot of people to create their own profile, their own personal brand and talk about themselves.

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Sometimes a lot of people have described it to me that when you're inside the box, it's hard to read the label on the outside.

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Yeah, how hard is it for people to create a great profile and a great brand for themselves?

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Do a lot of people need help to do that, because the self-reflection part is hard, or summarizing yourself is hard.

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What have you seen?

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I've seen everything, eric.

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I've seen people that have read my book and that's all they need.

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They just get ideas and inspiration.

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They go and they go do it.

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I've seen other people reach out to me or when say I get it, but I can't see myself the way I need to see myself.

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I need help, and when.

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So we have all kinds of questions.

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We ask them to help get the ball rolling in terms of how they can position themselves and how they see themselves, and it's really surprising.

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I always ask people how do you feel about writing?

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And it doesn't.

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Some people who love to write, they can take this and do it.

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And other people they're great writers but they still struggle with how do I position myself in my writing.

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Yeah, what percentage of people do you think have a good profile on LinkedIn?

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I'm pretty particular, so I would say a low percentage, but it's definitely getting better.

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I think definitely it's improved over the 11 years that I've been teaching this.

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I looked at your profile and do you want me to tell you my?

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You did a great job on your profile.

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Do you want me to tell you one of my favorite parts of your profile, which will probably surprise you, eric?

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Yes, please.

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All right, you'll never guess this.

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I love that you've given so many recommendations to other people.

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Yeah, I love to do that for people.

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I've been a marketing leader for a long time and I've had a lot of really great teams and whenever people ask me to do it, I do it, and I've even made an effort in the past to do it for people when they haven't asked me, particularly when people have gone above and beyond.

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So I think the endorsements thing on LinkedIn is huge because it's public and you wouldn't say something publicly if it wasn't true, Whereas in reference calls people might say something that is helpful to someone even if they believe it's not true, because they're not putting their reputation on the line publicly with it.

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But I think LinkedIn does a great job of.

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If you put an endorsement there online and it's on someone else's profile with your name next to it, it's probably true, and the beauty of it is those written recommendations that you write are on their profile and on your profile.

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So when I'm looking at a leader and I look at a lot of leader profiles and oftentimes I'll see a big mismatch or unbalance in that they've got, they've received, 25 recommendations and they've written one and I feel like what kind of a leader is that?

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You've hired people, you've led teams.

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So from a leadership perspective and from a be the friend first perspective, that's why I love when I saw that about your profile, I loved your profile, but that was my favorite part.

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I feel like I should actually do more.

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You've inspired me.

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I feel like I should do more because, in thinking it through as you bring it up, I'm like I should do more, like I've had so many great people on my teams.

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I should just go do more unsolicited because I've gotten the privilege of working with so many great people.

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And one last piece on the recommendations.

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One of the things I did, which was a blast in March I took a week Actually the whole month I did Be the Friend First, and one week was on unsolicited recommendations, and each day I wrote a recommendation and then I posted about it and that was really fun.

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So yeah, you're doing great.

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Would you say it's a minority percentage of people that have a good profile?

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Is it less than 50%?

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Minority.

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Yeah, the other thing about it is you create a profile, you spend the time and things change If your profile is two years old, three years old, no-transcript talk to a little bit about.

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Talk a little bit about your strategy with be the friend.

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First.

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Just a little bit more detail on that.

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So it all came out because I was, you know, teaching LinkedIn and I, in the early days I had people saying to me oh, I've got this great profile, but why don't I have a job?

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Or I got this great profile, why don't I have sales?

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Why don't I have people falling all over me?

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And I would.

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I was teaching them.

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You need to build a relationship.

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You need to.

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You don't just come on and expect people are going to post about you.

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They're going to refer you, they're going to introduce you.

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What are you doing?

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It's the same thing if you go to an event, you go to a networking event or you go to a party.

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You don't just come in and expect that everyone's going to do everything for you.

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Just come in and expect that everyone's going to do everything for you.

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Come in and you try to be friendly and you try to learn about the person and you like ask the questions and how can I help you?

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And you do the.

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It's the same thing online.

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You want to show gratitude, post.

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You know, anytime there's great news.

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That's a great reason.

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To post, like we're talking about the recommendations, is a great thing to do.

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If you believe in that person, why not say it.

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You can endorse them, you can mention them.

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Your friends that write a book, your friends that are on a podcast, do a post about that.

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What you learned so all that stuff is be the friend first, and to me it's a philosophy that is comfortable, versus going online and just expecting things or starting pitching people which I'll never do or using automation.

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I'm more about the relationship building and it's worked.

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It works for me and people reach out to me all the time, partly because they've read it on my profile or partly because they've seen what I do.

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I comment and I'm showing gratitude and every client I put a post about how great my client is.

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That's something I do.

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I put a post about how great my client is.

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That's something I do.

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It's about building relationships, not just hacking the algorithm, right?

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Yeah, oh yeah.

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People say they get on.

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That's a great point you just said, eric.

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The question I'll get is they call me.

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I want to talk to you about the LinkedIn algorithm.

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I'm like, okay, yes, but it's reorienting the thinking and the mindset to be more relationship-based.

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So I'm going to link to both of your books and your website in the show notes.

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I think people should study both of the books carefully, because winning on LinkedIn is a complex overall project, but I'm going to put you on the spot and ask you to share, perhaps out of the 67 tips in your latest book for LinkedIn, what are your top three that drive the most results for people and or are your favorite?

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Oh, wow, okay, One of them I'll mention is using the services page.

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A lot of people don't use the services page.

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So if you're a marketing professional, for example, and you're offering marketing services using that services page, I was just hired by a CEO in California to help with his company and his personal brand and he came to me from the services page.

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So people are doing searches, not just people searches, not just company searches, they're doing services searches.

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So you want to come up?

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That was tip number 26,.

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I believe I would say the Be the Friend First is one of my tips which we've talked about pretty extensively.

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That's tip 60.

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One of my other favorites is the activity page on your profile.

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So you, if you look at your profile, there in there is your activity page and you can pick posts, comments, newsletter, video, documents, right, and you can do that when you go to look at someone's profile.

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But a lot of people don't realize that if you use that edit pencil, you can position what you want.

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So I used to have posts I think that's the default and I switched it over to my newsletter and the whole image is amazingly amazing.

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So if you're using these things or if you're a commenter but you're not.

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You don't post.

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You want to switch that to comment.

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You want to highlight what's important.

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If you love video, put the video, so that's really a big part of your profile that a lot of people miss.

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Have you seen that section I'm talking about, eric?

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Yeah, I have.

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I haven't delved deeply into the understanding, the customization of how it works, but I do post and I comment and I put videos and I recently launched a newsletter highlighting the best moments on the podcast.

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And I recently launched a newsletter highlighting the best moments on the podcast and I've noticed that it is a big section pretty close to the top of the page, so definitely worth customizing.

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I love that tip.

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Yeah, so take a look.

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In fact, you might change it over time, like this month it might be you want to focus on your newsletter and next month it's more on video or something.

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You have a lot of choices which will look great on your profile more on video or something you have a lot of choices which will look great on your profile.

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So, zooming out just for a minute before we finish up on the topic of overall personal branding what do you tell your clients about personal branding overall outside of LinkedIn, the importance of it, why they should do it and how to build a great one?

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I know people have different goals but, broadly speaking, what's your elevator pitch on why it's worth the time?

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If you feel that your business or career is impacted by your brand or your network, then there's no question that this is something that you need to do, and I think the big issue that we've seen over the last several years is a trust element, and trust has gone increasingly down.

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If you look at the Edelman trust barometer, the world does not no longer trust.

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We don't trust politicians and ads and CEOs and salespeople and lawyers, and people don't trust.

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They trust their friends.

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And when you're online, you have a chance to build trust, and so that's the big opportunity is building trust and credibility, and so it's a waste if you're not doing that.

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Because people are coming, you get referred.

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People are going to look you up just because you want to get those referrals.

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That's key, but they're going to look.

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Or if you make a phone call or an email, they're going to look at your online presence.

00:19:51.605 --> 00:19:54.269
Just validate Do I believe this person?

00:19:54.269 --> 00:19:55.291
Does it make sense?

00:19:55.291 --> 00:19:58.462
Do they have the goods that I'm interested in?

00:19:58.462 --> 00:20:02.131
I think it's become a mandatory, foundational piece.

00:20:02.131 --> 00:20:07.771
I know people say it's work, but it's to me, if you don't do this, you're not even at the starting gate.

00:20:08.980 --> 00:20:10.306
Yeah, I agree a hundred percent%.

00:20:10.306 --> 00:20:16.566
I think trustworthiness and credibility underlie your reputation.

00:20:16.566 --> 00:20:24.948
If people can't trust you, if they don't see you as credible, then you probably can't have a great personal brand.

00:20:24.948 --> 00:20:37.768
And some of the things that you've shared, some of the tips you've shared be the friend first and be generous with sharing advice and content with others.

00:20:37.768 --> 00:20:48.311
Taking sort of a a servant, sort of leadership approach is a great way to build trust and credibility, right I I agree completely.

00:20:48.532 --> 00:20:49.253
Yeah, and it's fun.

00:20:49.253 --> 00:20:53.250
It's fun and it feels good and it's you can build a lot of business from it.

00:20:53.250 --> 00:20:53.771
Yeah.

00:20:54.441 --> 00:21:00.570
Any final thoughts about mastering LinkedIn or personal branding that I didn't ask you wanted to share?

00:21:01.839 --> 00:21:05.327
Just spend the time on it, just maybe put it into your calendar.

00:21:05.327 --> 00:21:09.867
If you're someone who's brand new at it, you got to start somewhere and start with your profile.

00:21:09.867 --> 00:21:11.923
But there's a lot of help out there.

00:21:11.923 --> 00:21:17.929
I hope you'll look at my books, but there's a lot of other help and you can look at Eric's profile and you can look at other people's profile in the marketing world.

00:21:17.929 --> 00:21:23.068
It's worth it and it can mean a lot to building your business and your career.

00:21:24.352 --> 00:21:24.732
All right.

00:21:24.732 --> 00:21:27.101
Thank you very much for being with us today, Sandra.

00:21:27.101 --> 00:21:29.423
I'm linking to your books and your website in the show notes.

00:21:29.423 --> 00:21:31.544
Everyone check those out, please.

00:21:31.544 --> 00:21:36.086
Thank you very much for being with us today and sharing your stories and these insights.

00:21:36.086 --> 00:21:36.747
We appreciate it.

00:21:37.900 --> 00:21:38.748
Thanks, Eric.

Massive Career Benefits of Mastering LinkedIn and Personal Branding. And How to Win by Bring a Friend First

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