One year after LinkedIn introduced the Skills & Expertise Endorsements feature to its platform, tens of millions of LinkedIn users remain in the dark about what these numbers really mean, as well as the rationale underlying the activity itself. Opinions on the feature’s usefulness run the gamut from being just a popularity contest to a granular, defining appraisal of one’s professional capacity. The lack of consensus on LinkedIn Endorsements would seem to belie the fair share of attention paid to giving and receiving them.
Since LinkedIn introduced the Skills & Expertise Endorsements feature on September 24, 2012, it has dominated the conversation among users, eclipsing the cosmetic changes to the LinkedIn profile page, which occurred at around the same time. As the feature has matured, questions about its validity have increased. My experiential evidence confirms that many people are struggling to find context for these endorsements and are continuing on a path of frustration.
With the jury still out on LinkedIn endorsements, there is opportunity for LinkedIn to pinpoint their value and provide some clarity. I know I could use some. I am just as curious as you as to learn how the company plans to handle them. Like you, I receive LinkedIn endorsements from people I don’t know for skills I don’t possess. At the time of this writing, we have arrived at a point at which conjecture has displaced fact. Your guess is as good as mine as to future of the feature:
Are recruiters really interested in the counts?
Will the skill tallies be indexed and rolled over into an expanded search algorithm?
Will the feature be abolished?
Since when do I do project management?
I am on the record as someone who favors LinkedIn endorsements. I think they do lend themselves to the credibility discussion. As someone who embraces and teaches LinkedIn best practices, I would like to offer my take on the status of LinkedIn endorsements on its first anniversary, and insights as to how we can negotiate them moving forward.
1). Endorse others for the skills they are known to possess
If compiled in a conscientious manner, endorsements from your LinkedIn connections could be helpful in raising your brand awareness and getting found by the right people. The giving of LinkedIn endorsements should be of one’s own volition. Consider the huge blue banner that downloads superior to the marquee of the LinkedIn profiles of 1st degree connections upon your visit, prompting endorsements for skills off of a prefab list (highlighting those that they did not provide themselves). Your connections will view a similar banner upon visiting your LinkedIn profile. This is the primary reason that endorsements do not accrue organically. Nobody is scrolling down to the belly of the page where your “real” skills—those for which you want to be endorsed—are displayed.
2). LinkedIn endorsements get conversations started
One thing I know for sure regarding the rollout of LinkedIn endorsements: they got people talking and thinking about LinkedIn—at a time when their heads were spinning from all of the site changes. And whereas so many may feel that the LinkedIn endorsements are merely a surface estimation of one’s true capabilities, for me, they have proven to be a valuable engagement strategy. I endorse others when justified, and make it a point to reach out and thank folks for endorsing me. If it has been a while since we have spoken, I will get the dialog rolling. The genius behind the feature lies in its inherent value as a top-of-mind technique. If you can create situational awareness around the flurry of endorsement activity that plays out in your network—and this takes time and patience—then you can make something great happen. The topic, too, itself is a great conversation starter. Next time you are at a networking event, ask someone what they think of LinkedIn endorsements. See where it takes you.
3). Do not run LinkedIn endorsement campaigns
Since the inception of the feature, I have received several long-winded messages from people seeking my endorsement. And I am not talking about a message that is tailored for my eyes only, but the one that begins with “Hello Valued Connection.” In it, the sender is requesting endorsements in specific skill categories, while offering to do the same for me in return. Such is the nature of what I call social coercion. LinkedIn endorsements should not be solicited; they should accrue by their own inertia. Of what value is an endorsement that is not heartfelt or born out of integrity? However, if someone you know well has already endorsed you for your non-primary skills, there is nothing wrong with creating a touch point (thanking them, of course) around the request for a return visit to your LinkedIn profile to endorse you for your preferred skills. Mention that you will be delighted to reciprocate.
4). Treasure the written LinkedIn recommendations you receive
One notable aspect that has been brought to light by the consternation over endorsements is just how valuable the written LinkedIn recommendation truly is. Some of you may have taken such testimonials for granted. I implore you to do so no more. I have noticed that the frequency with which people in my network give or receive written recommendations has decreased since the release of endorsements. Given people’s crazy-busy schedules and fractured attention spans, it is no wonder. They take effort. Those that receive them, especially when unsolicited, ought to hold the writer in high esteem. An endorsement is, by no means, a substitute for a well-crafted recommendation. The latter, which offers experiential evidence into a person’s competency and character, is a far more accurate gauge of our credibility in the social business world.
5). Perhaps an intermediary step in the endorsement process?
There is not much thought behind the majority of endorsement activity. (See skills. Click on skills. In some cases, turbo-click on the whole lot. Or click on those with the higher count, feeling that these are the areas in which the person excels.) Endorsement for the sake of endorsement does not strengthen bonds between LinkedIn connections. There is an element that is missing. Say, for example, that when you mouse over a given skill, a text box pops up with a couple of check boxes. Here, you would be required to validate that the person actually commands that particular skill or area of expertise and has demonstrated it to you. Not until you qualify as an endorser will the endorsement register and your thumbnail become visible on that person’s LinkedIn profile.
On LinkedIn, skills and expertise are vital to your keyword strategy. They are your ticket to entry in a world where you are judged before you are bought or hired. Having them in some incarnation—and with the appropriate density—on your LinkedIn profile is imperative. By now, we should be aware that managing change is a vital part of advantageously using LinkedIn. If you know me, you know I focus on the positive. Complaining creates negative energy, and negative energy has no place in social networking.
Nathan Kievman is a highly sought after Digital Strategist, bringing a no nonsense business approach to digital and social strategies. His company, Linked Strategies is a consulting firm that specializes in measurable LinkedIn Client & Talent Acquisition Campaigns, helping companies from around the world find the fastest path to their target market today through services, training and technologies.
Having helped his clients generate more than $100 million in new deals through LinkedIn, his company specializes in using LinkedIn and Socially Verified Email strategies to deliver their clients a steady stream of highly targeted and pre-qualified appointments with top executives, CEOs, VPs, thought leaders and other key decision makers who are typically hard to reach.
Serving more than 250 clients over the past several years, Linked Strategies has helped its clients generate thousands of inbound appointments with entrepreneurs, business owners, and executives from startups to large companies such as Sony, Adobe, JP Morgan Chase, Bank of America, Apple, Ogilvy, SAP, Cicso, HP, LinkedIn, Verizon, Facebook, The Bill and Melinda Gates Foundation and thousands of others.
The bottom line… Linked Strategies provides you access to either a highly targeted few, or up to thousands of new prospects, high caliber talent, investor relationships or media opportunities in as little as 30 to 60 days, guaranteed.
For a free assessment and Target Market Analysis to determine if working together would be a fit, contact us at email@example.com.