LinkedIn is often thought of as the social media for business and for professionals. However, while I do agree with that notion to an extent, I believe that LinkedIn can be repurposed to be used like a Search Engine. How it is used as a search engine can differ on who is using it. Focusing on the perspective of the individual user’s profile is the first step at using LinkedIn and its search capabilities effectively.
Your profile is acting like a website being search for on Google, the better it is optimized, the higher you will rank in a search. For the average LinkedIn user, it is crucial to be active by posting regularly and responding to InMail sent by recruiters. In doing so, they are improving their Search Engine Optimization (SEO) for their profile. When recruiters search for candidates to fill a role, they search based on certain criteria. When performing a search, having your profile rank higher than others for that desired criteria will yield you more messages and more opportunities for possible positions.
The Social Selling Index (SSI) measures your personal SEO. It takes into consideration your professional brand, how you find the right connections, engage with other posts, and your ability to build relationships with those connections. The higher your SSI score, the more likely you are to rank above others in recruiter searches. This will lead to more messages, more interviews, and ultimately more job opportunities.
The best way for a user to grow and increase their SSI score is to have meaningful posts, engage with the posts of others, and follow “LinkedIn Influencers” and businesses who are thought leaders and share content relating to an industry, profession, or professional advice. Additionally, responding to recruiter InMail will also increase your appearances in searches and rankings, as it builds relationships with Human Resources professionals and shows the algorithm that you engage with prospects.
Overall, take into consideration how your LinkedIn profile positions you to be a serious candidate in a competitive job market and sell yourself!
Andrew O'Connell 