Try This LinkedIn Outreach Strategy To Build Your Network Online

Have you ever wished that you had more connections on LinkedIn? Well, you are not alone. They say you can never be too rich, too thin, or too connected on LinkedIn. Especially during these uncertain times. In a world where hundreds of companies are laying off employees, and résumé-blasting is a great hobby for those interested in frustration, perhaps it’s time to create some authentic connections. Research shows that as much as 70% or more of job opportunities are part of the “hidden job market”, especially when hiring is in flux. The hidden job market (read: your relationships and who knows you) becomes more important than ever – because many job opportunities never make it onto the internet (where you can shoot your CV at the target and hope for the best). As you move up the corporate ladder, relationships on LinkedIn can become more and more important. In a world were hard skills are commonplace, connections are currency. It’s not just about the number of contacts you have – it’s the value and authenticity inside those relationships. So, how do you turn an electronic connection into a career asset?

When Needy is Creepy: Welcome to LinkedIn DMs

Have you ever opened an email or a direct message on LinkedIn, and it doesn’t feel personal…it’s just weird? Mandy McEwen, one of the foremost thought leaders on LinkedIn and an international trainer on the platform, shares that when it comes to personalization, sometimes too much is, well, too much. “You open an email, and suddenly it knows WAY too much about you. Like, ‘Hey [Your Full Name],
I saw you went to [Your College] and majored in [Your Major]. Crazy! Also noticed you were in [Your Hometown] last weekend—hope the weather was nice! Based on your recent LinkedIn activity, it looks like you’re interested in [Your Industry]. So I wanted to reach out, knowing that [Your Company] just hit [Recent Company Milestone]…”

Ask yourself, how many points of interest do you really need inside a LinkedIn outreach email? McEwen’s answer is clear: One.

LinkedIn Message Fail: “You Write Too Much”

Isaiah Hankel, the CEO of Cheeky Scientist, says that connecting with someone is a negotiation. “You’re trading value for value,” he writes. “Time is money. Attention is money. Why should anyone give you their money?” The answer, it seems, is because your conversation doesn’t feel like an obligation. “Stop asking, ‘What do I need?’ and start asking, ‘What value can I give?’” He advocates a message that’s 50 words or less. Consider:

1. Where you met, connected or discovered the contact’s point of view
2. What you liked or what made you curious, without love-bombing or over-complimenting someone (because that’s creepy)
3. Ask a question that invites a response. Because, what you want is (wait for it) a response. What could make your request easier? Start there.

Instead of setting the dial to creeper, try connection. What’s one key thing that led you to reach out? If your answer is, “my automation software” (which of course is frowned upon by LinkedIn) you may want to try for something more effective. Consider this step-by-step approach, designed to create authentic connection (not necessarily thousands of followers):

1. How Did We Get Here? Stop wishing people well in your direct messages on LinkedIn. “I hope this message finds you well” is making people sick. Instead of writing like a bot, the “how did we get here” method requires a little reflection – and more personalization. Don’t fire a shotgun into a list of contacts. Work like a sharpshooter instead. LinkedIn Sales Navigator can help you to find who you are looking for. “What’s one clear reason for reaching out?” McEwen shares. “Less is more.” You don’t need five personal touches. Or 5,000 messages. Instead, consider where you met this person, or read about them, or heard them speak, or saw their ideas in Forbes – that’s how we got here. If you are just spraying and praying, this post isn’t for you – go hit “send” instead. Just remember that hope is not a strategy. If you want to create a real connection, consider: what stands out for you, about this person, their career, their industry, their thought leadership? Choose one!
2. Can You Confirm, Deny or Elaborate on Something for Me? Needy is creepy, as author and coach, Steve Chandler, often says. Can you take your time to start a dialogue, and establish some connection, without desperation? Recognize that relationships matter, if you’re interested in moving forward in your career. In a world where service is sales (light me up in the comments if you disagree), don’t drive desperation by focusing on your needs, wants and desires. Dialogue is the goal. Connection is the key. Find common ground if you want to create uncommon results. So, in that spirit, what is something that you would like to learn more about? Asking someone to confirm, deny or elaborate on a topic (using less formal language than that, of course!) can be a great way to foster a dialogue. “Keep it as casual as possible,” McEwen advocates on LinkedIn. “Professional? Yes, always. But keep it casual, as if you’re talking to a friend.” The key to keeping it casual? Curiosity. If you’re not sincerely curious, this voodoo will not work for you. What is it you really want to know, or explore, as part of building an authentic relationship – not a manipulative sales trap where your agenda can betray the best intentions?
3. Consider an Invitation: what’s the easiest thing in the world to say “yes” to? The answer is: an invitation. Remember, as McEwen advocates, the simplest message is the strongest. If you are sending an outreach email that’s longer than 200 words, pump the brakes. Reframe your conversation around one idea. One topic of curiosity and consideration. One reason to continue the dialogue. Remember that fools rush in: so if you are trying to “propose ‘em and close ’em” in one shot, you are going to be disappointed. Relationships take time. So take it one step at a time, and make sure your invitation is simple, clear – and sincere! People can smell desperation and manipulation from a mile away – and they run from the stench. Make it easier than ever to say “yes” to a dialogue – nothing more, nothing less.How can you invite someone to share more, and allow you the opportunity to do the same?

The One Thing You Need to Know, on LinkedIn

In the crowded world of cold outreach, it’s not easy. LinkedIn is filled with connections and opportunities – but also, a lot of garbage from desperate deal-chasers. Bots and boneheads lack the patience and simplicity that’s needed when building a real network. It reminds me the time when a CEO asked me a question I will never forget. I was sharing the names of people I knew – not trying to brag, but just trying to show that I was “connected”. “Yeah, you know this person and that person,” the CEO said, staring at me. “But will they help you?” Reflecting on this question, I realized that I needed to help them first. That’s what friends do. How will your connections help you?

Numbers of followers are not the same as career-building relationships. After all, how many people does it take to introduce you to your next opportunity, your next new boss, your next company? The answer, on LinkedIn and everywhere else, is always: one.