Well folks I think we can all agree that Social Media isn´t going anywhere (understatement of the year right?!) In fact, many Assistants are being asked to look after their Executive´s online profiles and their organisation´s meanwhile they have to keep their own social profiles up to date and professional. It can be a pretty time consuming task and it requires some thought because social media platforms change quite rapidly and there are always new and better ways of managing the content. Managing social media is a skill that is in high demand for Assistants and that demand is only going to increase in the next 5 years. Executive´s want to have a social media presence, but managing the technical aspects and keeping all of the various platforms up to date will be the responsibility of their Assistant. So, during the Future Assistant conference, we will be running workshops on how you can manage your Executive´s profiles. Today, I thought I would take a look at managing a LinkedIn profile and share my top tips.
Your Executive is the face of the organisation
As we all know LinkedIn is used by recruiters to find new employees, however, it is also used as a place where new talent research potential employers and potential clients look for new suppliers. Your Executive is a high profile member of the Organisation and so they must represent their organisation through social media as well as they do in client meetings or when presenting to peers within your industry. They are the face of the organisation and their professionalism must be reflected across their social media profiles. So, firstly, make sure they have a LinkedIn profile! Secondly, here are a few extra pointers on creating a great profile:
- An up to date photo which reflects your Executive´s personality and status. If you need a new headshot for your Executive suggest you arrange for a photographer to visit the office and take some new shots of your boss doing their day to day work. These types of photos are great for social media!
- An interesting and authentic summary of their career to date. The headline should state clearly what the Executive does and the description should reflect how they feel about their role.
- If you Executive has a long career history you don’t not need to have tons of detail for each position. The basic information will suffice (job title, location, years spent on the organisation and a brief description of the role).
- Remember to edit your Executive’s LinkedIn URL – there are no need to have all those ugly numbers and letters in the link.
- If your Executive would like to be contacted through LinkedIn, why not add your contact details so that any potential client can easily get in touch.
Your Executive’s profile should reflect the objectives and core values of your organisation. As I said, your Executive is a high profile figure within your organisation and their online presence should mirror that of the organisation. If you are not sure where to start with your Executive’s profile, here are a few examples you can use for inspiration.
Is your Executive a thought leader?
Before you set out updating and making your Executive’s LinkedIn profile look brilliant you should sit down with your Exec and find out what the objective’s are. If your Executive’s wants a professional, up to date profile that is one thing. But, if they also want to be seen as a thought leader within their industry… Well… That is a whole load of extra work! If the answer is ‘yes, I am a thought leader’ here are some of the extra resources available on LinkedIn that will help you promote your Executive.
In the LinkedIn profile, under your professional experience, you can add links to different websites and you can also add media such as photographs, PowerPoint Presentations, Videos etc. This is the perfect place to showcase your Executive as a thought leader. You can add their latest presentations, videos or photographs of them speaking at external events. You can include their latest articles or blog posts. You can literally add anything that will promote their achievements. Just make sure what you are posting isn’t confidential within the organisation!
This is LinkedIn’s blog. Everyone can add articles and share them with the LinkedIn community. If your Executive is keen on sharing their expertise with their peers, why not schedule time for them to write a bi-monthly article that you can add to LinkedIn. It is a great place to gain extra coverage for your organisation and your Executive.
Engage with Key Players
I will come on to this in a little more detail in point 4, however, it is worth saying if your Executive is or wants to be a thought leading it is not just about putting content out there it is also about responding to what is happening within your Industry. Find some time each week to look and respond to your Executive’s LinkedIn feed. Here you will find lots of information about what is happening in your industry, which is great for your business acumen, and you can feed this back to your Executive.
Using LinkedIn for Career Development
I’ve written about using social media to help develop your career as an Assistant and the same can very much be said for your Executive. LinkedIn is a great place for learning about the industry in which you work. There are tons of articles on the skills needed to succeed along with news and other industry insights. Groups are a good place to start so if they haven’t already joined any do have a look to see what is popular in the industry and a few specifically for the level of your Executive. Once you have joined a few Groups you will notice you start to get a lot of email notifications. This is not great! So the easiest way to manage all of the content is to firstly set up any notifications to come through to you weekly so that you are not inundated with LinkedIn stuff. Spend an hour or two looking through the content and sending your Executive relevant information that you think they will find useful. There is so much content on LinkedIn and social media a huge part of the task of managing someone else’s profile is filtering the good stuff from the bad.
Connecting and Networking
First and foremost LinkedIn is a networking platform so you will find that your Executive receives a lot of requests to connect and that is a good thing. However, it will fall to you to decide who to accept as a contact and who you should reject. Big responsibility. But something you are totally used to because you monitor who gets time with your Executive every day! It works the same, you wouldn’t accept a meeting request with no information so don’t accept a LinkedIn request without a short introduction. Do take a minute to view their profile if you are unsure if you should accept or reject the connection, the profile will give you a good idea of how they connect with your Executive.
If you are connecting with clients, co-workers or peers on your Executive’s behalf. Here is a good website that gives you ten templates to use for your introductions.
The Future Assistant
The Future Assistant conference is taking place on Thursday 8th and Friday 9th February. We will look at the skills needed to future proof your career for the next five years, including how to manage social media for your Executive. To find out more information and to book your place visit the Future Assistant website. Oh, and the early booking fee finishes at the end of the month, so get in quick before the price goes up!