Numbers. Sometimes they absolutely drive me nuts. Today is a great example. LinkedIn put out an email congratulating their members who were in the top percent of profiles viewed. Here's the key… profiles viewed. Here's what the email looks like… compliments of friend Daren Tomey:
Daren is a hard-charger and absolutely in my 1% club of sales executives around the country. I'm not going to take that away from him. The question is why would Daren's profile be one of the top viewed? And how can you get into the 1 percent club?
Half of the equation is simple, the other half difficult.
- First, Daren is charge of sales at Zmags – an digital publishing platform (and a client). Sales is brutal. Turnover is high and companies are always looking for talent. The key here is looking. Looking = views. So, put sales management or sales executive in your profile and you'll skyrocket. Within my network, most of the top percenters were in sales.
- Second, work hard at connecting on LinkedIn. Daren knows just about everyone in the country from every major company. He's an incredible networker and has a ton of relationships. He's well-respected in the software and technology industry and in the who's who of sales leaders. The more connections, the better the chances that his profile is being viewed.
Buzzfeed did a nice job of breaking down the numbers and rightly criticizing the subsequent sharing that happened across the social web. This campaign was a shill… it manipulated people into sharing the LinkedIn brand – which is strongly evident on the outbound communications.
This is the kind of campaign that drives me nuts. The percent is a ridiculous number that means nothing… truly nothing. If you're a superstar in your field that is picky about who you connect with on LinkedIn, you didn't get one of these emails. But if you're in an industry with heavy recruitment with a big network… and you're crappy at your job… you still received one of these emails.
Reputation be damned, endorsements discarded… just tell someone they're special so they share it. And it worked flawlessly.
Reminds me of one of my T-shirts: You are special. Just like everyone else.