WCT #85: Master LinkedIn engagement in 8 steps to secure your next role (hiring managers will notice)
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In today's competitive job market, submitting an application often isn't enough. And for the more experienced employee, applications alone are less likely to play a role in landing your next job.
As a jobseeker, you need to leverage all available tools and networks. One of the most powerful tools at your disposal is LinkedIn. This platform not only allows you to showcase your professional experience but also provides a way to directly engage with hiring managers, employees, and influencers within your target companies. Here are eight steps to help you effectively use LinkedIn to supplement your job applications and build relationships to increase your chances of success.
Before I launch into the process, I will address any skepticism about the value of networking (I prefer to call it building relationships) during a job search. Some might say that you’re wasting your time engaging with people who aren’t definitely in a position to hire you for an identified position. Yes, many people you’ll contact may not point you directly to a job. But they may provide warm intros or add some other value, like providing industry intelligence. These things give you a leg up in the process.
Here are eight steps to make the most of LinkedIn to supplement applications during your job search:
1. Identify the Job Poster. The first step in your LinkedIn engagement strategy is determining who posted the job listing. Sometimes, job postings on LinkedIn include the name and profile of the hiring manager or recruiter responsible for the position. If this information is unavailable, look for clues in the job description or company page. Seek out people in HR at the company by searching company profiles with terms like “HR,” “human resources,” “talent”, or “people.” Identifying the job poster helps you target the right person with a connection request.
2. Leverage Your Network for Connections. In addition to connecting with the job poster, examine your LinkedIn network for any first-degree connections who work at the target company. If you don't have direct connections, look for second-degree connections—people who know someone you already know. If you visit the company page and click the People tab, you’ll be above to see 1st, 2nd, and 3rd+ degree connections. Check with your 2nd-level connections to see if they’re willing to make an introduction to their connection at the company (if it’s a real connection.) A warm introduction increases the likelihood of a positive response.
3. Tap Into Alumni Networks. Your educational background can be a valuable asset in your LinkedIn engagement strategy. Search for alumni from your school who work at the company you're interested in. Alumni networks are often strong and supportive, and fellow graduates may be more willing to connect and assist you. To find alumni, go to your school's LinkedIn page and use the search filters to narrow down by the company and job function. Reaching out to alumni provides a natural affinity that can help you stand out.
4. Craft Effective Connection Requests. Once you've identified potential connections at the target company, it's time to send connection requests with notes. These notes should be brief and to the point, as LinkedIn limits you to 300 characters. In your message, mention what you find interesting about the person, the company, or their role. For example, you could say, "Hi [Name], I admire [Company]'s innovative approach to [Industry] and would love to connect with you to learn more about your work there." Avoid making a big ask in your initial message; the goal is to create a connection with minimal friction.
Note that another way to message on LinkedIn is through InMail, which is a direct message (DM.) Some recipients’ accounts freely accept InMails. Others require you to use credits available only through a paid LinkedIn account to message them. Anecdotally, people are more doubtful about unsolicited InMails than connection requests accompanied by a well-crafted note that’s not too pushy. You don’t want to go too crazy with the number of connection requests you issue since LinkedIn may view you as spammy if you issue too many or too low a proportion of them are accepted.
5. Follow Up After Connecting. After your connection request is accepted, follow up with a message mentioning your recent job application. For instance, "Hi [Name], thank you for connecting! I recently applied for the [Position] at [Company] and am very excited about the opportunity. I would love to learn more about your experience at [Company]." This follow-up message keeps the conversation going and gently introduces your job interest without being overly aggressive.
6. Monitor Activity and Engage. To increase your visibility and familiarity with your new connections, monitor their LinkedIn activity. Visit their profile and scroll down to the Activity section to see if they have posted or commented recently. If they are active, you can use the "Bell" feature on their profile to receive notifications about all of their posts. Engaging with their content (posts and comments) by liking, commenting, or sharing thoughtful insights can help you stay on their radar. This engagement demonstrates your genuine interest in their work and the company.
7. Build the Relationship Before Making Big Asks. Building a relationship on LinkedIn requires time and tact. After some initial engagement, consider asking your new connection for a brief Zoom meeting to introduce yourselves and learn more about the company. For example, you could say, "Hi [Name], I've really enjoyed your post on [topic] and would love to learn more about your journey at [Company]. Would you be open to a brief Zoom call next week?" Timing is crucial; ensure that your request for a meeting comes after you've established some rapport rather than immediately after connecting.
8. Building Relationships Means Being a Giver and a Taker. Be generous with your new connections. Share articles they may find interesting based on their role or company. No one likes someone who is all “take-take-take.” You’ll be surprised by what some generosity can return to you.
The Bottom Line
Engaging on LinkedIn to supplement your job applications and interest in companies is a strategic way to stand out from the crowd. By identifying key individuals at your target companies, leveraging your network, and thoughtfully crafting your outreach, you can build meaningful connections that may lead to job opportunities.
Remember, the goal is to create a genuine relationship and demonstrate your interest in the company and its people. This proactive approach can significantly enhance your job search efforts and increase your chances of landing your desired role.
I help people land amazing jobs fast and manage their career journeys through coaching and advising. I also transform resumes and LinkedIn profiles to attract more interviews and offers. Learn more about my career coaching and contact me or request a free 15-minute Career Solutions Call.