Appealing to Millennials Part 2

In this, the second part of our two-part blog series on how businesses can connect with potential millennial clients, I will be covering those areas in which a professional online presence can benefit the bringing-in of said clients.  In the previous part, I discussed the benefits of a personal and social online presence.

I left off last time on the notion that, though millennial business people value personal connections more than most, this is not the end-all-be-all.  In truth, they care just as much for professionalism and qualification as anyone.  To that end, professional – not social – media is an invaluable tool.  Though many such networks exist, I will be discussing this idea through the lens of perhaps the most prominent one: LinkedIn®.

Unlike social media platforms such as Instagram® or Twitter®, issues with LinkedIn as it relates to millennial clients does not include a lack of participation.  Even among the more experienced business crowd, LinkedIn is a widely used platform, with most professionals possessing at least some presence on it.  However, as I said in Part 1 of this series, online presence alone cannot be expected to suffice; one’s usage of that presence is what will be the deciding factor for younger clients.

When it comes to one’s business profile, more is certainly merrier.  After all, one’s LinkedIn profile is often a potential client’s first stop when deciding whether to move forward with a business relationship or not.  Though most people are naturally opposed to the idea of “over sharing,” providing as much information as possible on one’s self is the only way to be certain that all who seek out your profile are satisfied with what they find.  In so many words: the cursory inquirer will be content with either a small or large amount of information, but those with more diligence will only be satisfied with the latter, and may even find a lacking profile suspicious. Err on the side of caution and include as much information as you can.

Now, when it comes to the actual use of a professional network like LinkedIn, there are only a few hard and fast rules, the most important of which is this: always stay true to your personal brand.  In practice, this involves the simple use of one’s own oversight.  When browsing social media, one typically enters an ‘autopilot’ state of mind; a ‘like’ on a friend’s Instagram post is often given as freely as the time of day.  However, a more professional platform warrants more professional practices.  Before supporting a post or article, ask yourself what doing so says about you and your business, from an outside perspective. This type of self-oversight will help ensure that you are using your professional social networks effectively. To read more, see the first part, Appealing to Millennials part 1.


Contributed by John Walsh, Marketing Intern