Pulse December 2016 | Page 37

Are you baffled by LinkedIn? If so, you’re not alone. Many spa executives, directors and owners who initially accepted invites from colleagues to join the network may often be left thinking, “What’s next?” When LinkedIn first came onto the scene in 2003, several professionals thought of it as an online resume. Today, it is more like a personal branding platform—one that provides you with visibility and the opportunity to connect with like-minded industry professionals. Research performed by FrogDog, a Texas-based marketing consultancy company, found that more than 75 percent of C-level executives log on to LinkedIn at least multiple times per month and can be considered “active” users. However, the research goes on to report that what interested these executives, more than recruiting, How To marketing and sales tools, were the Maximize BY networking opportunities available through the DEBRA Your LinkedIn platform. JASON Presence to Laura Krohn, MPH, director, sales and education Build for Colorado-based Sanitas Skincare, logs on to Connections LinkedIn anywhere from a couple of times a week to every couple of weeks. “I review what’s happening in groups, what other professionals are doing and watch for industry trends. And, when I come across industry-savvy posts, I’ll share them with my team at Sanitas.” Like Ms. Krohn, more than half of the respondents in FrogDog’s research said they turn to LinkedIn for news and articles. When more than 450 million members and professionals signing up to join at a rate of more than two new members per second—data available on LinkedIn’s website—LinkedIn is the world’s largest professional network. According to a study co-commissioned by Domo and CEO.com, almost three quarters of Fortune 500 CEOs chose LinkedIn as their platform of choice for social networking. So, if there’s a good professional motivation to be on LinkedIn, what should be the next steps after building your LinkedIn profile and sending out requests to friends and colleagues to connect? Here are smart ways to network and build your brand on LinkedIn. The Missing Link on LinkedIn December 2016 ■ PULSE 35