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Why Are Companies On LinkedIn?

June 17, 2013 By admin | Write Comment

vectorstock_798740People want to connect to other people, but why are companies on LinkedIn?  Companies don’t necessarily have the same agenda that individuals do – they are not hoping to connect with other companies.  They are, however, using LinkedIn for advertising, promotion, and connecting with individuals from other companies who might be future employees. LinkedIn is the new “Help Wanted” column.  Gone are the days of picking up the daily newspaper and searching the Help Wanted section, or even the online job boards, for a better job.

According to research by Dr. John Sullivan (@DrJohnSullivan) in Lou Adler’s (@LouA) blog post:, the probability of getting interviewed by applying to a job posting (either physically or via the internet) is less than 1%.  Welcome to the 21st century.

“Networking”, or the act of connecting with others via the internet or in person, is the new normal.  According to Adler, job seekers should be spending 60% of their time networking and no more than 20% of their time responding to job postings.  Even if you do find a job posting you may be curious about, he believes it is more beneficial to use the job post as a lead to find someone in your ever expanding network who works for that company, or is connected to someone via a 2nd or 3rd degree connection (think of “a friend of a friend of a friend”).

While you “get connected” to individuals, you don’t get connected to companies – you “follow” them.  Once you follow a company, that connection shows up on your LinkedIn home page, and the company you are following sees your profile as well.  Some companies are very good at publishing updates about their firms, keeping followers abreast of new things they are working on, or things they have accomplished.

Anytime a company publishes something new on their LinkedIn page, it pops up on search engines everywhere, keeping that firm on the front burner of people seeking information.  Other firms merely publish general information about the firm – the type of work they do, where they are located, and how to get ahold of them if you want to know more.  If a company has a regular website in addition to a LinkedIn page, this LinkedIn info may simply be a rehash of information found on their website.

The advantage with LinkedIn however, is that the company’s LinkedIn page will show you individuals employed by that firm who also have a LinkedIn presence.  If you are interested in that company, these are the people you want to get connected to, and hopefully start up dialog with.  They may be able to help you get in touch with people in charge of hiring at that company, and that is who you really want to get connected to.

We will continue with this on my next blog.  Stay tuned for next steps!

Michael Paulson

Follow Michael @paulsonmichaelj

CareerToolbox international, LLC

For the latest in personal branding, job and career-related updates please consider following us @CareerToolboxUS of join us on LinkedIn

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