As I was considering the right term to characterize the real value of having a strong and current profile and network on LinkedIn, I kept coming back to "patronage", whether I liked it or not. In dictionary.com there are eight unique definitions of patronage. The majority cast a negative light on the term as you might expect, but there is one that I think helps to make my case that Linkedin can be one the most effective tools in the box to secure career opportunities. Specifically, definition #7 for patronage in dictionary.com is "the position, encouragement,influence, or support of a patron, as toward an artist, institution, etc." You are that artist or institution and need to feel worthy of that patronage. Establishing your profile, cultivating contacts, expanding your network, supporting or "patronizing" those contacts, and yes — capitalizing on their patronage toward you is the responsible — and smart — thing to do.
A blog in Blogtrepreneur last August, Ways to Increase the Value of Linkedin, makes a great case for optimizing your value from Linkedin. At the time of his post the author noted that there were over 8,500,000 members with Linkedin profiles. Linkedin continues to be held in high regard within the broader business community. It's intuitive, flexible and can be an invaluable resource.
Five keys to optimizing your "patronage" value on Linkedin:
1. Treat your profile as you would your resume. Linkedin is not a social media site from my perspective - it's an online business tool. Make certain that your profile parallels your resume, or at least that it is consistent with your resume. Be detailed and accurate — don't think of it as an "informal" version of your resume, and update it any time that you update your resume. Recruiters use Linkedin aggressively. In fact, Jobvite's 2010 Social Recruiting Survey notes that Linkedin is the most popular site for recruiting talent with 78% of respondents that use networking sites to recruit using Linkedin. Assume that any prospective employer will have reviewed your Linkedin profile before you interview.
2. Recommendations are References. No matter how strong your profile, it will be perceived as weak unless you can encourage respected others to recommend you on Linkedin. One way to consider categorizing recommendations in your mind is this:
b) Character — those recommendations with whom you have done community work, board or committee work, or personally supported and whom you hold in high regard. Make certain that you have both types of references/recommendations and have several of each, but don't overdo it.
Maybe applying Helen Gordon Reeves's Rule of 3 to your recommendations makes sense. Consider 3 strong and valued references from each category and go after them. Remember — be gracious and offer to reciprocate with a recommendation IF you believe they would value that. Otherwise, simply thank them for the recommendation.
3. Connections, Connections, Connections. What's the 1st Rule of Real Estate? Location, Location, Location. You get the idea. Unlike some other sites, Linkedin connections are unlikely to ever need to be "defriended" and each additional connection is a potential link to your future. Don't decline a request to connect unless you have good reason. And don't be shy about reaching out to request to connect either. It can be a good gauge of how your peers and other professionals view you.
4. Industry Groups are more Tangible than Resume Associations. Recruiters can get a strong sense of your professional values and your professional passion by reviewing the groups you belong to in Linkedin. They are more tangible than just the name of that organization at the base of your resume, and might lead them to a stronger, more well-rounded picture of you through your key associations.
5. Use your Linkedin Membership as an Outbound Resource. Linkedin enables you to review the background and professional interests of prospective interviewers, strengthen your knowledge of companies, and search for positions that fit your abilities and interests. I know that I personally post positions to my ITKAN group via Linkedin that I believe members might align with. I've had multiple responses to these postings - qualified responses.
As a recruiter it's great to review a candidate's profile, recommendations, industry associations and related as I consider the fit to the role.
When I equate Linkedin relationships to patronage networking, I'm reminded of some of my summer jobs as a teenager that I landed through relationship with family, friends or others. Frankly, that was often the only way I could earn some money over the summer. Those were, in fact, the positions that I felt an even higher level of responsibility and anxiety to succeed in, knowing that if I failed I'd be letting down not just myself, but my patron as well.
So reach out to those patrons and challenge yourself to validate their trust in you and your abilities!
