BUILDING YOUR SPA ’ S BRAND ON LINKEDIN :
Best Practices for Thought Leadership & Networking
BY DEBRA JASON
ARE YOU LEVERAGING THE POWER OF LINKEDIN ?
OVER THE PAST THREE pandemic years , an increasing number of professionals have turned to LinkedIn to do their due diligence before meeting someone ( either virtually or in person ). This puts you in a position to win or lose based on what they find on your profile and your activity on the network .
When this marketing tool first came onto the scene in 2003 , a lot of professionals thought of it as an online resume . But it is so much more than that .
Fast forward 20 years and , post-lockdown , more professionals than ever are turning to LinkedIn to position themselves ( and their companies ) as industry leaders .
It is considered an invaluable personal branding platform — one that provides you with visibility and the opportunity to build thought leadership by being a trusted voice in the spa industry .
“ LinkedIn has grown wildly since 2003 . I call it the modern take on the old Rolodex ,” explains Ginger McLean , director of spa operations at the Hard Rock Hotel & Casino Atlantic City .“ I ’ m on the platform daily as it ’ s a credible professional network and resource for me .”
Research performed by Texas-based FrogDog found more than 75 percent of C-level executives log onto LinkedIn at least multiple times per month and can be considered “ active ” users .
However , the research goes on to report that what interested these executives more than recruiting , marketing and sales tools were the networking opportunities available through the platform .
LinkedIn is a place where like-minded professionals can connect to share ideas and brainstorm solutions to common challenges .
Verena Lasvigne , director and founder of VLF Spa Consulting ( after serving 16 years as a senior spa director for Four Seasons ), said ,“ Knowing I was starting my own consulting business , I turned to LinkedIn to start building relationships and gain visibility . I share not only my vision , but educational posts ( my own or those of colleagues ) as a way to differentiate myself .” With more than 850 million members in early 2023 , LinkedIn continues to be the world ’ s largest professional network . When selecting a social platform to be active on , almost three-quarters of Fortune 500 CEOs choose LinkedIn .
34 PULSE n APRIL 2023