Measuring your personal branding on LinkedIn

In seeking to establish yourself as a topic expert, remember that endorsements matter. So do your 2nd– and 3rd-level contacts.

The power of your personal social brand affects your overall marketing, selling, and social selling strategy and activity.

The more you are seen as an expert, the more successful you are likely to be. Use LinkedIn as your branding hub; being found and extending your content and messaging are crucial.

Improving your LinkedIn profile, content, and messaging will increase your ability to reach and engage a network beyond your first-level contacts.

Your personal branding strategy

In a prior post, I explained how to keep a LinkedIn profile active and relevant to maximize one’s visibility and positioning as an expert. Here is how you can measure how many times your LinkedIn profile shows up in search and the impact of your content and messaging.

Measuring your LinkedIn branding

  • Bolster search results for your LinkedIn profile. The more times your LinkedIn profile shows up in a search, the more likely it is you’ll be found. LinkedIn reports that 40 percent of user profiles are incomplete. Keep your profile’s headline, summary, and job experience fresh and containing relevant keywords to boost your appearances in search. The more you are found on search, the more your social selling, marketing, and personal branding will improve.
  • Increase the reach of your personal brand and LinkedIn profile. More daily updates and LinkedIn Group updates can increase your brand impressions. When you send out a LinkedIn update, it’s not only your followers who see your message. In most cases, 2nd-level and 3rd-level network contacts see your “smart” posts, and some are likely to click on your content and ask to connect with you.
  • Increase the number of times your LinkedIn profile is viewed and considered. Many things affect profile views, ranging from whom you just met at a conference to the quality of content that you distribute on LinkedIn. If your weekly profile views increase consistently, you know you are doing something right. If not, you should augment your content updates, profile, and group activity.
  • Increase the amount of endorsements you receive. When your network sees regular updates with great content, you are likelier to get Skills and Expertise endorsements. Skills and Expertise endorsements are a key driver that impacts your search results. The more you get, the higher your ranking in search results.
  • Increase the amount of LinkedIn invitations you receive. People like to associate themselves with people who will increase their knowledge and connect with them with others. Efforts within and outside LinkedIn—such as thought-leader blogging, speaking, or networking—should increase the number of people who want to connect with you.

Follow these simple ways to see if people are finding you and whether your expert positioning is valued. If you are not showing up in search, people are not reading your updates, or you are not receiving invitations or endorsements, adjust your approach.

Gerry Moran is head of social media marketing for SAP in North America, where he leads social demand generation, channel management, social intelligence and social selling strategy. He is a marketing strategist, entrepreneur, educator and mentor with close to 30 years of experience with the iconic brands and agencies like Purina HBO, IKEA, and SAP, imc2, Whitman-Hart and Digitas. A version of this article first appeared on MarketingThink.

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