LinkedIn is the world’s largest professional networking platform with over 850 million members. As a professional social media site, LinkedIn has guidelines and best practices for users to follow so they can build their brand and make meaningful connections.
Profile Rules
Your LinkedIn profile is your digital resume and first impression, so it’s important to present yourself professionally. Here are some key rules for profiles:
- Use an appropriate profile photo – Use a current, high-quality headshot of yourself in business attire. Avoid casual photos, cartoon avatars, or group shots.
- Craft an informative headline – Summarize your professional identity and current role in 120 characters or less.
- Showcase your background – Provide details on your education, skills, experience, accomplishments, certifications, and awards.
- Use a customized public profile URL – Change your public profile link from the default URL to a customized one with your name.
- Proofread for errors – Double check your profile for typos, formatting issues, duplicated information, and inconsistent job dates.
- Keep it current – Update your profile as you take on new roles, learn new skills, earn certifications, or win awards.
Connection Rules
Connecting with the right people on LinkedIn can open up opportunities, but adding connections indiscriminately can damage your reputation. Here are some connection etiquette guidelines:
- Only connect with people you know – Avoid accepting invites from strangers unless you share a group or have colleagues in common.
- Personalize connection requests – Briefly state how you are acquainted in your invite note.
- Don’t over-invite – Limit connection requests to around 50-100 per week to avoid being flagged as spam.
- Manage your network – Sort connections into lists and clean up inactive contacts periodically.
Messaging Rules
LinkedIn’s messaging system allows you to communicate one-on-one with your connections. Follow these rules when messaging contacts:
- Mind your manners – Use proper grammar, punctuation, and capitalization. Begin messages with a greeting.
- Add context – Jog the contact’s memory by mentioning where you met or a shared connection.
- Be specific – After pleasantries, get to the point of your message quickly and explicitly.
- Respect privacy – Respect it if a contact does not respond and avoid messaging repeatedly.
- Stay professional – Keep the tone of messages professional even with casual contacts.
Group Rules
Joining relevant groups allows you to connect with like-minded professionals in your industry. Here are some tips for effectively using groups:
- Target relevant groups – Search for active groups focused on your profession, niche interests, school alumni, etc.
- Lurk before posting – Spend some time following the group before actively participating.
- Add value – Contribute thoughtful comments and useful insights when posting.
- Follow group rules – Read and follow the group’s posting guidelines.
- Don’t over-promote – Occasional promotions are fine but avoid using groups mainly to advertise.
Job Rules
With over 20 million jobs listed, LinkedIn has become a go-to job board. Here are some tips for using LinkedIn Jobs:
- Build a strong profile – Recruiters often review profiles before responding to applicants.
- Customize your application – Take time to tailor your cover letter and connect applications to your profile.
- Follow up after applying – Message the recruiter or hiring manager to express interest.
- Monitor your progress – Check the application status on your LinkedIn Jobs dashboard.
- Stay patient – The hiring process can take time. Avoid pestering recruiters for updates.
Company Page Rules
Establishing an official company page allows businesses to promote their brand and showcase their organization. Here are some company page best practices:
- Verify your page – Increase credibility by going through LinkedIn’s verification process.
- Optimize SEO – Use relevant keywords in descriptions, fill out your overview, specialties, etc.
- Curate your Showcase pages – Feature employee spotlights, life at the company, jobs, and products.
- Publish regular updates – Share company news, initiatives, blog posts, videos, and events.
- Monitor your analytics – Use LinkedIn’s analytics to gain insights on your followers and content performance.
Sponsored Content Rules
LinkedIn allows businesses to sponsor content and run ads to reach their target audience. Here are some sponsored content best practices:
- Define your goals – Have clear objectives like lead generation, traffic building, etc.
- Target carefully – Use LinkedIn’s detailed targeting options to reach your ideal audience.
- Create relevant content – Develop posts, articles, videos, etc. tailored to your audience’s interests.
- Write compelling ad copy – Use catchy, benefit-driven copy and calls-to-action.
- Measure performance – Track metrics like clicks, conversions, impressions, and cost per lead.
General Etiquette
In addition to the rules already covered, here are some general etiquette guidelines to follow on LinkedIn:
- Be authentic – Present genuine information about yourself in your profile and posts.
- Be thoughtful – Take time to write meaningful content for your connections.
- Be respectful – Avoid arguments, condescension, or criticism when commenting.
- Be discreet – Don’t overshare personal details or vent about work or contacts.
- Be responsive – Reply to messages and invites from your network in a timely manner.
Account Standing Rules
To maintain access to LinkedIn, members must abide by the platform’s User Agreement and Professional Community Policies. Violating major policies can result in account restrictions or permanent suspension. Some key reasons accounts face restrictions include:
- Spamming members with unsolicited messages or invitations
- Scraping data or profiles without permission
- Impersonating other members
- Harassing or threatening speech toward other members
- Spreading misinformation or false claims about a person, group or company
Members can appeal account restrictions if they believe LinkedIn made a mistake. But repeated or severe violations can result in permanent account termination.
Advertisement Policies
All advertisements on LinkedIn must comply with their advertising policies, which prohibit:
- False, misleading or fraudulent claims
- Violent, offensive or inappropriate content
- Targeting minors or other protected groups
- Promotions for illegal or regulated products
- Negative marketing against competitors
Ads are also subject to editorial guidelines for topics like health claims, financial products, and political ads. Violating these policies can lead to rejection of an ad or being banned from advertising on LinkedIn.
Conclusion
Following LinkedIn’s rules and best practices enables professionals to use the platform safely and effectively. By being thoughtful in your interactions, discreet with information sharing, and authentic in presenting yourself, you can establish credibility. This will allow you to fully leverage LinkedIn for networking, career advancement, and business opportunities.