Job Bridge

Recently Brad Schepp, editor, publishing consultant, and author of 20 books, sat down to answer a few Career Clinic questions about one of his latest titles, co-authored with wife Debra Schepp: How to Find a Job on LinkedIn, Facebook, Twitter, and Google+. Because two thirds of the book is devoted to LinkedIn, this column will consist of the many uses and advantages of this 195-million-member, business-oriented social networking site. In a later column, Brad will speak to the other three social media the book covers, all of which are effective job-search facilitators as well.

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Q. Who were the founders of LinkedIn, and what were their objectives?

LinkedIn was founded in Reid Hoffman’s living room in 2002 by Reid and co-founders Allen Blue, Konstantin Guericke, Eric Ly, and Jean-Luc Vaillant. Their goal was to help workers gain more control over their careers and destinies, primarily by connecting with other professionals to get advice, find jobs, and make key hires.

Q. In what ways has the organization evolved since its “early days”?

Well, of course, it's gotten much more sophisticated. This site offers many more features now. And there are many more reasons to access the site frequently, which, of course, is exactly what LinkedIn wants you to do. Here I'm thinking about features like LinkedIn Today. Recently, they introduced a new look and feel to Profiles, a change that I feel makes them look spectacular.

Q. What is unique about LinkedIn, as compared with more traditional job-search methodology?

LinkedIn provides everything that "traditional" job boards provide and a whole lot more. The chief thing it offers is the chance to see who among your professional contacts can help you land a job that you feel you're qualified for, and then get in touch with that person. Through the site you can "follow" companies of interest to learn about new jobs, who they are hiring, new products, etc. You can join Groups that can help you with your professional goals, and to remain abreast of what's happening in your areas of interest. It's sort of like a complete dashboard for your job search. Then there are the features LinkedIn has that can help you if you already have a job you're satisfied with, such as the ability to ask questions of a high-caliber worldwide network of professionals who stand to gain if they assist you.

Q. What specific job-search tools does LinkedIn offer?

Access to millions of job postings, including some that are unique to LinkedIn; the ability to track companies that interest you, looking at them in ways not possible through other boards. It’s also an easy way to get in touch with people who can help you achieve your goals. Then there are the Groups, the Answers section, and so on.

Q. After a professional decides that LinkedIn can be helpful and becomes a member, what steps must be taken to fully utilize the site’s most significant features?

The first thing you have to do is make sure your profile is 100 percent complete. The site will walk you through the steps you need to take for it to reach that level. (For example, you may need to add recommendations, or more details about your education or work history.) Then you have to start building your network. Start by approaching former coworkers/managers with whom you had a rapport. Also, approach others who can attest to your job-related skills, such as people who knew you through associations or volunteer groups. Check out the Group area and join those in your areas of interest. You can join up to 50. The Groups are a great way to connect with others who share your professional interests and goals.

Q. What is a “profile,” as described by Linked In, and why is it so important?

A Profile is an extensive snapshot of your professional and educational background, supplemented by other information that would give others a more complete feel for your skills (e.g., links to blogs, your website, and so on). It should include everything that would be of interest to a potential employer, and any individual with whom you're seeking some sort of professional relationship.

Q. How would you describe the “culture” of Linked In? What sets it apart from similar job-search sites?

A It's much more than just a job search site. But I would say that it's quite professional and buttoned-down, yet also "business friendly." People don't come to LinkedIn to poke around and just see what's going on with their friends and former colleagues. . . . They usually have a professional purpose in mind. This is what sets it apart from other social networking sites.

Q. What specific benefits does LinkedIn offer students and recent college graduates?

LinkedIn gives college students the chance to shine and put their best foot forward. They can emphasize whatever parts of their background are exceptional, so they stand out from other job candidates. This may include their test scores, some of the specific courses they took, honors and awards, internships, and so on. Within their profiles they can change the order of these elements to emphasize the things about their backgrounds that stand out. Recommendations are very important for this group, too. While new grads may not have many employers to go back to for recommendations, they have professors and others familiar with their skills and character.

There's a corner of the site specifically for students looking for jobs and internships-- http://www.linkedin.com/studentjobs. Alumni groups are a fantastic resource for this group. I know of students and new grads who have networked through their alumni associations and landed jobs. It's hard to resist an earnest new grad who both went to your school and has approached you in a professional way.

Q. In what ways can LinkedIn be useful to members who are not looking for a job?

LinkedIn can help you do your current job better. No matter what field you're in, you can use LinkedIn's Answers section, for example, to approach people who may have answers to things you're currently looking into on the job. Perhaps there's a new kind of software you're researching, or a particular vendor you have not worked with before, or you need help planning a certain type of event.

Q. Has Linked In had an impact on your own career? If so, in what ways?

I know for a fact that people who have seen my LinkedIn profile have contacted me to discuss consulting jobs. But I would think that just about anyone who was thinking of hiring me took a look at my LinkedIn profile—that’s why it's so important to keep it up to date, and to make it sparkle.