The Case for Being Active on LinkedIn

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Bryce Sanders
President
Perceptive Business Solutions Inc.
Columnist
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In a recent article, I provided several reasons why accountants should take LinkedIn seriously. In this article, I’ll explain why accountants should be more active on LinkedIn.

So, are you a member? Currently there are 467 million LinkedIn users worldwide, 128 million in the United States. This includes more than 14 million accounting professionals worldwide, including almost 84,000 at EY and 63,000 at PwC. You probably belong already, but are you active?

LinkedIn serves two major purposes: people are either looking for new clients or new jobs. Although a significant amount of LinkedIn’s features can be accessed for free, premium subscription models are offered in the career, business, hiring, and sales categories.

Let’s assume you stick with the entry-level, free version. You are in good company: As of March 2016, 79 percent of LinkedIn members took this route.

Here’s why you want to be active:

  • Make the right contacts: It’s all about connections.
  • Raise your profile: Visibility = credibility.
  • Establish yourself as a subject-matter expert: Employer or client, people want problem-solvers.
  • Affiliate: As of March 2016, LinkedIn has more than 2 million groups.

How to Become More Active
If you work for a large firm, it likely has a policy concerning social media usage in your professional capacity. In the financial services industry, the major issue was archiving correspondence. You must follow their rules.

It’s a lot easier if you own your own practice. You set the rules. You are responsible for the consequences. You are prudent.

Here are five ways you can use LinkedIn to your advantage:

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