Hi, I’m Stefanie Daulizio – welcome to this week’s content and coffee with Brafton. We’re always all about using content to spread the word about your company, but today, let’s chat about what you – personally – can do for added brand exposure. We’ll look at LinkedIn and why you should endorse your boss’ skills, your best friend from college’s talents and request that they do the same for you.

By the time every professional graduate’s college today, he has a LinkedIn account – it’s practically mandatory in today’s social and search-driven world. While the largely B2B social network connects like-minded peers, it’s also a major search engine used by business development executives, content marketing professionals and hiring managers.

LinkedIn notes that people with endorsed skills are 4x more likely to be viewed on LinkedIn. These stamps of approval act like votes – similar to content links in search. When a marketer receives several endorsements from professionals, prospects might organically happen upon his account and connect to learn more about his business and mission.

If we’re going to talk about inbound marketing – drawing attention from internet users on their own terms – we have to consider social networking as a marketing tool. Perhaps prospects are on the cusp of conversion and all they need to sign their names’ on the dotted line is comfort that a company employs talented team members. LinkedIn’s endorsement feature can show just how skilled an entire company’s workforce is compared to the competition, and these votes might be the key to higher conversion rates.

Have you generated leads via LinkedIn? Have endorsements helped you increase your company’s reach? Let us know in the comment box below.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.