You do a good job of promoting your business, right? You have a website, place ads in publications that your target market is likely to read and you support your community through key sponsorships.
You have a strong cadre of clients, influencers and prospects because you’re a great networker. So, why do you need to create and maintain a professional profile on LinkedIn?
Is this social networking thing ever going to go away?
It’s not going away, and LinkedIn is a fabulous tool for your business networking. If you utilize only one online network for your business, make it LinkedIn.
LinkedIn is the largest professional network in the world, that’s why. Your network is using it, your competitors are using it, your prospective employees are using it, your local media is using it, and you better be using it, lest you fall behind.
Here are the key steps to creating your LinkedIn presence:
- Create a strong profile. Tap into your marketing team’s writing skills to create a professional summary of your skills and description of your business. This is an opportunity to promote your business and establish yourself as a thought leader within your business. Use your resume to list your job history, education and highlight industry and community organizations in which you participate. Be prudent in listing any organizations that are personal.
- Establish a presence. Once you’ve created a strong profile, begin building connections. Here’s a shortlist of people you need to invite to connect with you: coworkers, former coworkers, everyone in your network, former college friends (again, with prudence). Also, you’ll receive lots of invitations to connect with other professionals. Be sure to connect with them. Avoid “spammy” looking connection requests. They are not in your best interest.
- Build and maintain relationships.
Scroll your LinkedIn news feed to stay abreast of your connections’ news. They’ll post when they change jobs, when they receive awards, have articles published, etc. Congratulate them. And, be sure to post your own news. This is an opportunity to grow relationships … relationships that may someday lead to new business.
- Help others learn about you and your company. LinkedIn is a terrific recruiting and marketing tool. Encourage your teams to use it.
One additional note: educate yourself on the various security features of your LinkedIn account to mitigate unwanted email, connection requests and various other barriers to your privacy.
And, just like that, you’re a LinkedIn user.
Prospective customers are not the only ones Googling your title insurance business before they call or email. Have you stopped to wonder what kind of impression is your title insurance agency making on prospective employees?
The jobs market is as good as it’s ever been in the last decade, which means more jobs and fewer candidates. The title insurance business has a unique problem when it comes to recruiting new talent – no one goes to school to work in the title business; it’s something we fall into for the most part.
The talent pool is small to begin with, and to attract the best talent your title company has got to stand out to prospective employees. One way to do this is by being aware of your agency’s current online reputation and the myriad review sites out there geared toward job seekers.
Here are two platforms that should be on your radar when it comes to managing your title business’s online reputation as it relates to prospective employees.
If someone Googles your business name or “working at [your business name],” chances are good a Glassdoor business profile will pop up on the first page of search results. How does your Glassdoor profile appear in search results?
Through Glassdoor, employees of your title business are able to anonymously leave a review of what it’s like to work for your company – including insights into salary, benefits and what the interview process is like. Your HR or administrative team can provide balance on your Glassdoor profile by completing the company information, uploading a logo and sharing company updates.
Unfortunately, one disgruntled employee leaving a 1-star review can quickly torpedo a title agency’s online reputation from the standpoint of prospective employees, especially if the business owner has not taken the time to claim or complete his Glassdoor profile. Claiming your profile is a free and easy way to monitor your business’s reputation so you can attract top talent to your organization.
With over 500 million members, LinkedIn is the largest social network for professionals. Prospective employers researching a company on LinkedIn are able to see if any of their connections are connected to a business, which allows for more personal insights into what it’s like to work for a company.
While LinkedIn does not currently support a user-review feature like Glassdoor, it does provide great information in terms of visitor demographics, including industry-type, location by region, company size and seniority. Knowing this information can help you tailor your online reputation to appeal to the exact type of candidates you’re hoping to reach.
Both Glassdoor and LinkedIn allow site users to “follow” your title business, a good indicator that these folks may be interested in working in the title insurance business. Both also provide data on how users engage with the updates your title agency shares on the platforms, allowing you to refine your communication with prospective employees over time.