LinkedIn – 6 Reasons Why Your Profile Could Be Strangling Your Reputation

Hotels and Hoteliers are smart, sharp and ahead of the pack when it comes to understanding the internet, third party engines, bookings and (some) social media. Yet, many are missing out on the greatest online and free networking tool ever – LinkedIn.

Ask a hotelier what they think about LinkedIn and the most common answer you'll receive is "I have an account but I don't really use it"

It's akin to saying "I have a new white van in my garage, I don't really take it out or use it and I was wondering why business is so poor!"

When I started using LinkedIn effectively in 2008/9 there were about 40 million users. Today, there are almost 10 times more.

How you use LinkedIn will say a lot about you and your brand. That could mean you'll fall at the first hurdle. Why? Because interviewers and potential employers are watching how you position yourself and that can be enough to press the delete button. As someone who uses and teaches people how to use LinkedIn effectively, here are just 6 (yes, there are lots more) reasons why your profile will fail to have an impact.

(1) Your Photo

LinkedIn is a professional networking site, for professionals. Does your photo say any of the following? parties hard, romance, likes a glass or two, is a laughing donkey, shows a sunset, is too casual, lying on the beach, wearing something you shouldn't? ... Of course, there is only one message it should give "I am a professional in my field" Now look at your photo and then some, in your profession, you might think are appropriate.

(2) Your Title

It's nice to be the CEO but not so good when you employee just one - yourself. It's wonderful to say "Global Visionary" but not so good when the next line says "Looking for a new opportunity" Your title and expertise need to be clear, unambiguous and sharp. If I'm looking for a Front Desk Manager I'm not sure I'll have enough time to decode "Experiential and Superior Champion of World Class Customer Care Detail" and - yes - before you ask, that was a real one as are all the examples here. Think about it, if I need a Plumber, I'd like to see 'Plumber' and not "Domestic Water Management Design, Installation and Emergency Services" (No, I haven't quite seen that one before!)

(3) What You Offer

Sounds very obvious but most profiles talk about what they want. There is no risk to an employer saying a quick 'No' to you. There's every risk to you. Clever profiles talk about what they bring, not what they want. Your profile must give the employer a reason to want to meet you. Does yours? (The answer is 'yes' if they are shopping and you've made it clear that you are the right choice)

(4) I Have a Profile

The most common mistake of all. "I have a profile and I don't really use it that much". Let me draw a quick parallel for you. You own a nice small white van. You're in the business of delivering small packages around the country. It's your business and you are looking out for more work. The sides of the van are sparkling white but blank. Business is bad. The smart guy would get out and about very quickly and let people know what he offers. Better still, he'd use the blank mobile spaces to propel his message. As he gets busier, he travels further. As he travels further, more people see his message. That's how you grow anything - slowly but with effort. If you don't use LinkedIn, it won't reward you. Simple

(5) Lies

In a world where I can research you instantly you must tell the truth. If you don't, it's only time before it emerges. More often than not, the truth will have been discovered before they even reply. If I were interested in you (and you in me) do you think I might also look at your other profiles on social media sites to see if you are one and the same? Have a go, it's revealing.

(6) Know Who You Want to Talk to.

If you contact someone, know (a) why you are contacting them (b) tell them why you are contacting them and (c) be very clear what the benefit is to them in accepting your connection. Used the right way (and that also means making an effort to personalise everything) it will grow your business.

Of course there are many more reasons why you'll fail to get the benefit from LinkedIn. On the other hand, if you use it properly, professionally and with continuous learning, it will reward you richly.