As we have discussed before on this blog, why the applicant needs the degree now and why they are specifically choosing the program at that particular school are critical admissions evaluation factors. In short: “Why MS/MBA?” and “Why our school?”
Nailing these questions in application essays and high-pressure graduate school interviews requires intimate knowledge of the features of the degree. Similarly, in a job search context, applicants must be able to explain why the company interests them and articulate how they intend to fit into the job and company culture.
Since many university program and company websites look very similar, it is imperative to dig deeper by talking to current students, current employees, and/or alumni, and former employees to understand the small but important features that distinguish the program or company from its competitors.
Understanding the immense importance of these questions, at Transcend Admissions we leverage our network of thousands of current graduate students and alumni to facilitate our clients’ research. Since many of our previous clients are studying and working overseas, LinkedIn is a crucial platform for following their career progress and activities, and also to connect them with other clients in our community.
Microsoft’s $26.2 billion acquisition of LinkedIn in 2016 exhibited the immense value they saw in this global professional social network. The massive platform is a powerful research and networking tool, and we encourage our clients to maximize its utility. However, people unfamiliar with networking on this platform tend to make mistakes that lead to low response rates and even annoy potential contacts. Common mistakes include omitting or not creating a thoughtful introduction and failing to clearly explain what the writer is seeking from the connection.
To avoid these common pitfalls, let’s look at some LinkedIn networking best practices.
No introduction message
Right off the bat, many people make a mistake by attempting to connect with others without an introduction. This approach is similar to sending a cold email to someone you’ve never met. As any busy professional with a full inbox knows, answering a cold, impersonal message from someone we’ve never met is going to be one of our lowest communication priorities.
It is possible to request a connection via LinkedIn without writing anything. In that case, the other person will receive the canned message: “I’d like to add you to my professional network on LinkedIn.” This passive approach will almost surely not elicit a response. If this connection isn’t important enough for you to write a personal note, why should the recipient give it their time?
Weak introduction message
Many people see the need to write an introduction message when making a connection but fall flat by opening with something generic like: “Hi Mike, I hope this message finds you well.” People often harbor a desire to help others, even strangers, but since they are often inundated with emails and messages, they are unlikely to respond to an unsolicited message that does not resonate with them. To make it as easy as possible for them to understand who you are and what you are requesting, your message should be clear and concise. Here are some best practices in how to achieve that.
Introduce yourself
Include a short but clear summary of who you are that is most relevant to this connection request. If you are reaching out to an MBA alumni from the same school, that should likely be part of your introduction. For example: “I am a first-year MBA student (from x school) with tech-focused career ambitions.”
Personalize the message
First, address the person by name, since people respond most positively when hearing their own name. Then, try to reference something they did that impressed you or a personal connection you have in common. If your reason for making the connection is professional, you might mention something they have posted about or a work project that resonates with you. For example: “I was impressed by the article you posted regarding your company’s ESG progress this year, which interests me as an operations-focused professional.” If your purpose is to learn more about a graduate program, you could mention a common friend or something they have listed on their LinkedIn news feed about their graduate studies that interests you. These small details will highlight that you have done your research and are keen to connect with them.
Include a clear goal/call to action
Again, people are more likely to respond to a connection if they know what the connector wants. Thus, writing something vague like: “Hi Sara, I would love to pick your brain about (x university) or (x company)” is destined to have a low response rate from a busy student or professional.
Be simple and clear about what you want and who you are. If you are seeking advice on a career pivot, you might say something like this: “I’m impressed by your career progress in the pharmaceutical sector and would like to ask your opinion on how I can forge a similar path.”
If you would like to more deeply understand a graduate program or company culture, you might take this approach: “The (x program) at (x university) stands out as an ideal fit, and I would be honored if you were willing to share insights from your personal experience at (x university).”
If you are seeking input on your CV or an upcoming interview with a school or company, make that crystal clear. “Joining (x company) is my top priority and I am putting 100% effort into the recruitment process. It would mean the world if you could review my CV and comment on my fit to enter the company.”
Conclusion
LinkedIn is a powerful networking tool that offers unrivaled connection potential. Job seekers and prospective students who are willing to put in the work to personalize their messaging and seek to trade value when possible are more likely to reap the benefits of the world’s biggest networking pool. To maximize the value of the effort you put in the next time you’re using LinkedIn to pursue an important step in your career or education, take the time to create and refine a basic approach to personalized communication.