More Leads For Insurance Brokers and Agents Using LinkedIn


With all the strategies and tactics in the market right now, we wanted to show how to get more leads for insurance brokers and agents using LinkedIn.

Even though LinkedIn is the core of the strategy, there are other tools and integrations that help to automate some of the heavy lifting to help brokers and agents build credibility and authority and generate new inbound opportunities and leads.

I recently had the opportunity to talk with Andrew Jenkins about some of the strategies that agents and brokers could use to help build leads as well as nurture relationships using LinkedIn as a core. Below is the audio of our conversation as well as the transcript.



Andrew, I wonder if you could tell listeners a little bit more about yourself and what you do?


Andrew: Sure. My name is Andrew Jenkins and my company is Volterra. We specialize in social media strategy, and helping B2B sales teams and salespeople in financial services on using social media to not only compete to win but define prospects and nurture the relationship along the decision making journey.

LinkedIn as the Core of the Strategy for Lead Generation

Jeffrey: And that’s already brought up a bunch of questions. I’m sure we’re going to get into that in a few moments. But what I want to do is lay out a few of the things we’re going to be talking about today. We’re using LinkedIn as the core in terms of how to enable more inbound opportunities and connections as well as helping to generate more credibility. So we’re going to talk about improving your LinkedIn profile and presence, how to create some influential content as well as integrate that with a content marketing strategy, how to target prospects if we get there, how to build community and how to nurture relationships. I know that’s a lot of stuff but we’re going to try to get through, at least touch on most of these items.


And then as a bonus, we’re going to talk a little bit about how to integrate and automate some of these functions into your daily activities, to make them a little less time consuming, a little more automated, so that stuff is happening in the background to help you again build leads and connections.


So talking about improving your presence on LinkedIn that generally refers to the way your profile shows up in a search. Andrew, as you know, one of the things which is most important is having a profile which not only represents what you do and what you’ve done in the past, but also uses the capabilities of LinkedIn to get you to the top of a search when somebody is looking for the services you provide. Now, one of the things that they do is they allow you to upload media to your profile. Maybe you could talk a little bit about how that can influence how you get found in a LinkedIn search.

LinkedIn Profile as a Rich Business Card

Andrew: Well, one of the things I like to say is that your LinkedIn profile can be one of the most media rich business cards you could dream of having. And so with the titles, with the keywords and the descriptions of whatever media you upload, the more keywords that are related to what you want to be known for, discovered for and so on, that are used to describe the media that you have uploaded as well as within your summary and your headline, are going to aid your being discovered on LinkedIn.


Jeffrey: Yeah. And that’s a really good point because a lot of what people do is they think that LinkedIn is something where people only use it within the LinkedIn environment. But that’s not true. LinkedIn actually has quite a robust SEO ranking because it’s so authoritative. So can you talk a little bit about how LinkedIn profiles show up within a regular Google search?


Andrew: Well, I often advise people that I train to Google yourself first. With that in mind, find out what kind of digital footprint you are leaving. Ideally, if you Google your name, you want to see your LinkedIn profile on the first page of results. And not only that, within the LinkedIn environment, for example if you have a premium account, a premium account is actually displayed slightly larger. So there are a number of benefits from a search results point of view for LinkedIn. And again you really want it to be the foundational piece of your digital footprint that people find… how they find you online.


Jeffrey: Now, I know you mentioned that you should really start to think about LinkedIn as a very, very rich business card. And we’ll talk a little bit later on about how you can use business cards that you get from networking events or meetings, and use those within LinkedIn and get those into your LinkedIn connections very easily and quickly. But right now, in terms of your profile, what are some of the things that you found with some of the people that you have talked with that are the real easy wins that they could use to help improve their profile?


Andrew: Well, a lot of people — I wouldn’t say fall down but — stick to a long held habit is… pertains to their headline where they will list their job title. Again from a discoverability point of view, you can still have your job title — I am a director of marketing or I am a VP of sales or I’m a senior sales manager or whatever. That’s fine. But in addition to that, you have an opportunity with additional characters to what I like to describe as conveying your value proposition. Why would I, as a potential buyer, potential collaborator or business partner or whatever, why would I contact you? What is it about what your headline says, your summary and your overall profile? What is it about it that says to me, this is a more credible person than the other director of marketing or other directors of marketing that I found in my search? How do I stand out?


So if everyone is doing the same thing and they’re all saying, “I’m a director of marketing.” One: boring. Two: no differentiation. So it’s the same thing if my business card and its rather ho-hum. So I need to think about my audience. What can I do to stand out differently? Can I say something in my headline or summary that’s going to make me stand out? Even if I still include the words “director of marketing” or “director of sales” or whatever, that’s okay but I need to go that one step further.


Jeffrey: And that’s solid advice for anyone that’s actually building a business based on relationships is you do have to be credible. You also have to understand the value that you’re bringing to relationships. So I’m often reminded of the saying that people don’t buy the voyage, they don’t buy the boat trip, they buy helping you get from the mainland to the island. You may say that you have a process but in reality, you have to understand what the benefits are, what someone is going to get out of it. So in terms of perhaps you’re an insurance broker, an insurance agent, you’re helping people really improve their outlook and reduce the risk on a day-to-day basis for some of these things that can happen in life. So you’re giving them a little more feeling of security as well as some financial planning if you’re focusing in that area.


That’s the type of thing where you can put that in your headline and it can pop out to someone really, really quickly to understand that, “Oh, yeah. That’s what I’m looking for. I’m not just looking for insurance sales. I’m looking for that end benefit of peace of mind in my financial dealings.

Credibility and Trust are Key to Clients

Andrew: Yeah. How can you convey your trustworthiness from your profile? I know in the area of financial services and insurance, you have to be careful in terms of testimonials and recommendations and things like that. But is there a way for you to convey past performance from a client point of view while still adhering to regulatory requirements that would as a result convey your trustworthiness and your historical performance?


Jeffrey: Yeah. And that’s really an important part of the overall LinkedIn strategy which is fundamentally not only how you get found. That’s a bit of a passive strategy but also how you start to build credibility and build influence in the industry by what type of content you share. LinkedIn is really robust, it’s got some fantastic publishing tools, a lot of people are taking advantage of it. And with just a couple of posts on LinkedIn, you can then really, really dramatically increase the amount of traffic that you get to your profile because people are searching and they are finding you and the LinkedIn algorithm really helps surface relevant content. So it doesn’t have to be 50,000 word opus; it can be sharing some information, sharing a little bit of, again, what you’re providing as well as the value you’re providing, so that people can really start to see that you are someone who cares about the industry and has insights into what can help your clients.


Andrew: Well, in a personal example of mine, if you publish via LinkedIn publisher consistently, you will garner a following, you will already be able to establish your authority with your existing connections. But several months ago, I posted a LinkedIn publisher post, and it got picked up by the LinkedIn Pulse sales channel for sales strategies. So instead of the several thousand my connections seeing it, it got picked up by a channel that has 220,000 followers and that didn’t cost me anything. It was just a very fortunate byproduct of publishing content on LinkedIn.


Jeffrey: And when you think about that in terms of reaching 200,000 targeted individuals without actually having to pay for ads, you could compare that to Google ads or Facebook ads. While they may have a greater reach, on LinkedIn the credibility of the network is such that if you get an article selected, people automatically assume that there is something behind it, that there is some credibility behind it because of the way that the people trust the network over time. So that can be an extremely, extremely cost effective way of getting more awareness for your services versus looking at some sort of paid ad campaign.


Now, I don’t say you should discount or not take on paid advertising because it is an important part of your outreach strategy. But again, if you look at the payback for potential campaign on LinkedIn using publisher, it can pay off big time.


So one of the other things that follows that is how to target prospects. LinkedIn has very robust search tools, and it even stems from what we talked about in terms of improving your presence. If you know your clientele and really know the value delivered, you can target in very, very specifically to people you want to potentially build relationships with. Maybe you could talk a little bit more about some of the data mining techniques that you have used in the past.

Targeted Searches

Andrew: Well, there are a set of filtering features tied to search and the advanced search capabilities of LinkedIn. There are some people that like the Boolean Strings Network which is a LinkedIn discussion group and it’s a website, mostly populated by recruiters who have very, very deep knowledge of putting together search criteria for Google and again back to what you were saying earlier, enabling you to search LinkedIn rather thoroughly. But if you don’t have the time or the wherewithal to become versed in those sort of search operators which is properly fine, there is an opportunity for you to pay for a premium account on LinkedIn that gives you many of the premium features that enables you by just simply turning on or off certain radio buttons and then leveraging keywords, you can filter and create a very targeted list and save that list. And so that on any given week, if people meet that criteria, and that they weren’t on the list before, they will get automatically added. People no longer meet that criteria, the list is essentially is being refreshed every week.


And so as people move around in industry, you’re getting the most current data. And so if you’re looking for… if you’re a commercial insurance person and you’re looking for… let’s say, you typically deal with CFOs in a particular industry vertical and you have a particular geographic region, well, those are all criteria that you can bring use to your advantage to filter and create a shortlist and then start monitoring what if any behavior those individuals are exhibiting on LinkedIn. What groups do they participate in? Are they part of any volunteer or charity organizations that would help you in terms of one, outreach to them, building rapport and trust. This is all free, readily available information that you can leverage to engage them.

Is LinkedIn becoming Like a CRM?

Jeffrey: And again this is another feature of LinkedIn which is extremely powerful is how it allows you to help build a leads list and really qualify that by a bunch different parameters so that you can have a very, very targeted outreach campaign through LinkedIn. And one of the things that I found is when you reach out to people through LinkedIn, a lot of the times, more than half the times in terms of what I found is that people actually do accept the connection again because you can vet the connection, people can check out your profile to make sure that you are actually, who you say you are. Over the history of the 12-13 years that LinkedIn has been around, it’s very, very trustworthy and people tend to keep their profiles up-to-date. So it’s a great way to build that leads list and it’s almost now becoming a CRM like system where you can add tags and add information about your prospects, if you met someone at a networking event so that you understand where this lead came from and the history.


Andrew: And you can use those… to your point if you met them at a conference, and that conference is coming around again next year or let’s say it was last fall and now fall is upon us, you can use those tags to filter them again and reach out to those people and say, “Are you going to be at this year’s conference? Why don’t we plan on connecting?”


Jeffrey: Yeah. And that’s really a powerful thing to build as part of daily activities and we’ll talk a little bit about that and how to build it into daily activities in a moment. But I want to talk about how to build community and build engagement. Again LinkedIn has a number of groups which are available to people in specific industry verticals or even across specific interests. If there isn’t a group that’s specific to if you have a very, very niche insurance industry insurance vertical, you can actually go out and create your own group and invite people to that group where you can discuss pertinent issues in that. Creating a group automatically makes you an authority, if you’re able to engage in the community because people assume that you’re the group organizer, so that you have obviously got some insight into the industry. So maybe you could talk a little bit about groups and engagement in groups.


Andrew: Well, to your point, groups can be a very powerful way of establishing and building your authority. The one thing I would recommend is that if you are going to create a group, you need to be prepared for the commitment. This is not something that you build it and they will come.


Jeffrey: Exactly.


Andrew: You need to populate it with thoughtful content and not just content from you, not just content that sounds like a sales pitch. Great expression by Jon Ferrara from, “If I teach you how to fish, eventually you will figure out that I sell fishing poles.” So if you can provide informative, helpful content to the members of your group and broader community, then that should be your priority. But in addition to that, providing and sharing third party content that’s complimentary to yours, align with your message and objectives and values, and not competitive but still helpful to your audience, but as well inviting conversation. When we jump into a discussion group and you see that it’s only one person leading the conversation, there is a risk that people will move on. So is there a way for you to, I will call it, deputize or mobilize others to help foster the conversation in the group? So it always doesn’t… so to avoid it looking like it’s just you droning on about one thing.


Jeffrey: And we talk a lot about that in the LinkedOn Autopilot course as well as some techniques to actually make that a bit easier than it looks on surface. For some people, it can be a little bit daunting to think about groups and group management but it’s not really as big as a lot of people think. So that can be a very, very powerful way to again build some credibility in the industry.


Andrew: I don’t mean to suggest that it’s like hard work but it’s more about being consistent. If you’re thinking that you can have a discussion group that you drop in once a week, then I would recommend not bothering. If you’re going to be making sure there is something happening at least, if it’s more business oriented or B2B, then at least probably three times a week in a Monday to Friday kind of thing. If not more so. Because if people find there is not a lot of vibrancy to the community, they will move on.

Nurturing Leads to Stay Top of Mind

Jeffrey: Absolutely. And there is another element in that, how to nurture relationships. LinkedIn does send you email updates and email updates often say that one of your contacts has started a new role or there are other updates. You can then maintain a relationship with somebody by checking in and staying top of mind. It’s often a challenge in this day and age where there are a lot of things coming at people to stay top of mind when they’re ready to make a decision or where they’re ready to ask for more information about a service that you provide. So staying top of mind especially in an industry which has got a long sale cycle really does help to generate more additional leads.

Lead Nurturing_image

So now that we’ve gone through some of the initial content, what I have heard a lot of people say especially students in the LinkedOn Autopilot course is they want to be able to engage the power of LinkedIn but without spending a ton of time in doing a lot of one-off things. The core is obviously using the power of LinkedIn network but there are other applications and other ways that you can work that help in terms of making it more of a daily part of your life because Andrew, I think, you said earlier that consistency is key. One of the things that I find works for me is actually just putting a calendar entry in the beginning of my day which says either check LinkedIn or do a post or share something of interest.


And within the LinkedOn Autopilot content, we actually have a content calendar which gives people ideas for what to share on a daily basis which really helps take the guesswork out of that morning where you’re staring at screen, maybe you’re staring at a blank Microsoft Word document saying, “Oh, my god. What am I going to share?” Well, we try to make that easier by breaking that down into bite size things which people could share and then they can obviously expand on those as they need, but it gives them the ability to do that.


So one of the ways which you can actually automate that is there are two ways which work effectively. One is more of a commitment than the other but there are a lot of social media automation tools out there. Thing like Hootsuite, things like Buffer which is my personal favorite and Andrew, I know that you’ve used both of those in the past. Maybe you could talk a little bit about those tools and platforms.


Andrew: Sure. I have used Buffer, I have used Hootsuite, Sprout Social, If This Then That, Zapier. I mean there is no shortage of automation tools. But I want to qualify automation versus autopilot. Just add to the there is no shortage of automation tools — there is no shortage of tools and services to help you find topical content that’s worth sharing. And so if you do that little bit of heavy lifting, finding the right tool for you for automating the sharing, and finding the right sources of content to tie to those tools, then you’ve addressed that burden that you were talking about earlier so that there is some consistency about content going out every day from you that would be of interest to your audience, conveys your thought leadership. Then if you, over and above that, have the time to author your own advice type or informative or educational content, then that’s perfect. But by leveraging these tools and the sources for content, it can lessen the burden on a daily basis.


But going back to when I mentioned about automation versus autopilot. You want to be careful that you just don’t set it and forget it. You want to be conscious that you don’t want to be seen as just a robot that’s just pushing out content and not having conversations with people. You want to be paying attention to anyone that responds to your content from an engagement point of view. So that it’s an opportunity for you to thank them if they share it. Spark a conversation. Remember, it’s social media; it’s about being social. Not about broadcasting.

Building Relationships with Credibility

Jeffrey: That’s right and like you said, it’s about building relationships. Often one of the first ways people engage with a product or service provider is by finding that content, asking some questions and that’s part of the initial relationship building process. You wouldn’t meet someone at a face-to-face networking event and just right away shove a business card in their face and say, “Buy my stuff, buy my stuff.” You have to go through the whole credibility building process because people buy from those they know, like and trust. That’s usually the way that this scenario goes is they have to get to know you, they have to like you, and they have to trust you. It’s very, very hard to go directly to trust without building other stages. So sharing relevant content and then building into your schedule engagement or at least checking to see if there has been any activity on your content is a really critical part of the strategy.


Andrew: One of my favorite analogies is if you invited someone to a dinner party and all they did all night long at the dinner party was talk about the themselves, would you invite them back? But if you invited them to a dinner party and during the course of the conversation, you mentioned something and their response to that was, “You know, that’s interesting. I just read an article that would be very interesting based on what you just said. I’ll be sure to share it with you.” They do so later. Now that’s the kind of person you would invite back.


Jeffrey: I think you hit on a really interesting point. One of the things that I’ve just heard recently was that instead of really focusing on being interesting in terms of what you offer, be interested; so listen to what potential prospects or connections are talking about and like you said, if there’s something that you can help with or something that you’ve seen which is interesting, you can share it with them and then all of a sudden, they think, “Wow, not all the time, not every day is someone actually going out of their way to help me with something.” That really, really stands out these days.


Andrew: For sure.

Integrating LinkedIn to Become More Efficient

Jeffrey: Now, we talked a little about using platforms like Hootsuite or Buffer to share content and they are fantastic because you can load your content in and schedule when you want it to actually be shared on your profile. One of the shortcuts to doing that is using a tool that you mentioned earlier, If This Then That. What this tool is it allows you to build recipes and these recipes are built from the components where you can then schedule a timer. So every 50 minutes, check if such and such a situation happens and this is where the name comes in, if this situation has been fulfilled then do this.


So one of the recipes that they have on their site which is is when something happens, so within your Google calendar, you can set up what content you want shared with links and you put a little hash tag in there and then it will go through your calendar and it will grab that and post it on your LinkedIn profile. So you have to set that up in advance but I’ve been experimenting with it and it works pretty well. Again, it can be one of these things that you do which helps you automate some of the features.


Now, I still have to log in to LinkedIn or go to the LinkedIn site and check and see what the engagement is on that content but again it’s the type of thing which frees me from staring at a blank page every morning and saying, “Oh my goodness. What am I going to share?”


As well, Zapier allows you to link up your WordPress blog to your LinkedIn and then you could automatically share when you publish a WordPress post. And that can be really powerful as well again removing a lot of the need to think about and remember that you have to share what you’ve posted on LinkedIn. And I’ll link all these up below in the rest of the post. That’s where you can go and get more information on that.


Andrew: If I can just add . . .


Jeffrey: Yeah, go ahead.


Andrew: Just touching back to automation versus autopilot. You need to be conscious that if you are setting up an If This Then That or a Zapier to automatically post something to your feeds that you need to be cognizant of what is being shared. The likelihood of this happening is very small and perhaps would never happen. But there have been times when organizations and individuals have had automated tweets and posts that based on something happening in the news, checks the post of what they’ve shared or is embarrassing, did not reflect well on their personal brand or looked insensitive.


So you need to be conscious of what’s happening in the news, what’s trending in social and such that anything you’re posting be it automated is on message, or that you can act quickly to either turn off the automation. There have been situations where the Boston bombing or a concert series here in Toronto where automated tweets were going out when there was actually a very tragic situation underway. And those tweets made the organization look bad. Not to get doom and gloom but there are times when reputation can be tarnished if you are not paying attention. So just be conscious of that, that’s all.


Jeffrey: Yeah. That’s a really great point. Again, you need to manage this or have somebody on your team who’s managing and who’s thinking about not only the content you’re sharing, building the credibility but also how it does reflect with the day-to-day events which are happening.


Andrew: It’s all about context.


Jeffrey: And we have mentioned something about context. I’ve been using a really interesting tool over the past couple of years. It’s called Rapportive. Rapportive is a tool which sits on your Gmail account. So if you use Gmail, you can load it in as a Chrome extension or it works in Firefox. When you have an email, you’ve got a recipient to that email, it allows you to see their LinkedIn profile. And it then allows you to connect directly from Gmail to send a connection request out without having to leave Gmail. So it’s a very powerful way to have information about someone’s profile show up even within the Gmail application itself. And it’s free.


I did mention earlier that there was integration between Evernote and LinkedIn in terms of business cards. So we’ve all gone to networking events and come back with a stack of business cards and thought of entering them into contacts is usually something which gets sort of put to the bottom of the list. But if you have LinkedIn for your iOS device or for your Android device and… sorry, Evernote for your device, you can use that to take a picture of the business card and it automatically scans information and pulls the title, the name, all other sort of information like email address and phone number and then allows you to connect that to your LinkedIn account. So that person can automatically be pulled into your LinkedIn connections. So it’s a very, very powerful way to… just with one click of your camera within Evernote to grab that information and pull it in to LinkedIn.


Andrew: I like Evernote and the ease by which it captures a business card compared to… I had tried every business card scanning even some that LinkedIn had. The latest version of Evernote is so slick.


Jeffrey: Yeah, and if you haven’t used Evernote in the past, it’s a really great application. There is a free tier for Evernote that gives you a ton of functionality and it allows you to save notes, save web pages and the search within the application is fantastic. Because it works across your desktop and your mobile phone, it allows you access to notes and things you have saved, articles over a variety of different devices. And the fact that it does integrate in with LinkedIn is another big, big plus for it. So if you haven’t checked out Evernote, you can do that and I will put a link in there below this as well.


So Andrew, are there any other tools that you found that integrating with LinkedIn and really helped to make it more of a part of a regular consistent strategy?

LinkedIn’s Rich Mobile Applications

Andrew: Well, one thing I would recommend or say that should not be overlooked is the mobile apps from LinkedIn. And when we talk about consistent use of LinkedIn or consistent checking in and so on, the fact that now… I think it’s 50% of LinkedIn’s membership logs in via mobile. It can’t be ignored. And so the example I give is if I find myself 10 minutes early for a meeting and so I’m just waiting in the lobby or whatever. If I have got time, I can launch the app or I’ll launch the connected app but as an example. It will tell me who has got a new job, who has got a new title, who has got a birthday? Who is celebrating a work anniversary?


Now having said that, don’t just go happy birthday. If this is someone you haven’t spoken to in a year or two and this is an opportunity for you to reengage, say happy birthday but say, “You know what, I was just thinking about you the other day. Why don’t we grab a coffee and catch up? I would like to learn more about what you’re up to and share with you what I’ve been doing as well. It’s long overdue.” Whatever you’re comfortable saying. But that’s one of the ways that you can… it isn’t about networking when you need something. It’s about networking when you want to nurture your network. Having this information on the palm of your hand helps you do that.


And I just walked away from a meeting with someone. I can send them an invitation to connect right away while I am still fresh in their minds. “So it was great meeting with you today. Let’s stay connected here on LinkedIn or I would like to invite you to join my personal network here on LinkedIn. I’ll follow up on what we have discussed next week,” or whatever. And again, this is without… so it doesn’t slip through the cracks.


Jeffrey: Yeah. And I think that that’s one thing where LinkedIn is becoming the default, has become the default business network and so I would say the majority people you meet in a business context are part of LinkedIn. I was just checking the LinkedIn site and as of this broadcast, they’re up to almost 400 million registered members and that’s an extremely large number of profile accounts and extremely large number of people who you can connect with. So on that note, I also wanted to say that using LinkedIn is kind of like an annuity where or you know, building a bank account where you put in deposit. Slowly over time, consistently but then after a number of years or even a number of months, it can pay off in a lot of dividends and you just talked about not using LinkedIn when you need a connection right away. It’s often said in the startup world that the best time to raise money is when you don’t need money. If you are working away at LinkedIn consistently and using some of these tools to help make it more part of your daily life, that’s a way that you could build up your credibility, build up your relationships over the long periods when you do need to go on a new sales campaign. It’s already there; you don’t have to start from scratch.


Andrew: Well, you described it. Keep making those bank deposits so you can withdraw later when you need to.


Jeffrey: Exactly, exactly. So Andrew, I want to thank you very much for all of your viewpoints and wisdom today in terms of not only just LinkedIn but your breadth across a lot of the social selling, landscape. I was wondering if you could tell people how they can get a hold of you.


Andrew: Well, they can find me @ajenkins on Twitter. My website is or look me up on LinkedIn.


Jeffrey: Fantastic. Thanks again, Andrew.


Resource List:

  • Rapportive is a ninja tool that sits in your Gmail and gives you LinkedIn information on your email connections. It works in FireFox and Chrome and when you are composing an email, it then allows you to see valuable information about your recipient like title, company if you connect it with your LinkedIn account. You can even connect right in Gmail if you want to build a relationship with the person.
  • Social media management tools: Hootsuite, Buffer, Oktopost allow you to schedule your posts not only on LinkedIn but on other social platforms as well. My favourite is Buffer as it gives you the opportunity to post with granularity as well as a nice scheduler. One quick tip – while it definitely saves time to post to multiple social platforms at once, it might not be the best idea. The challenge is that your audience on Facebook, may be different, or more importantly looking for different things from you than your audience on LinkedIn. So consider how your audience on each platform would interact with your content before posting to many sites at once.
  • Evernote makes is pretty easy to scan in business cards and capture the information to your LinkedIn platform. Here is an article that explains more on how it is done.
  • Ever wanted to share your WordPress posts automatically on LinkedIn? Zapier has an integration that you can set up. They also have one for sharing Facebook and Twitter posts to your LinkedIn status as well.
  • IFTTT has many integrations (they call them ‘recipes’) that allow you to connect LinkedIn to other applications. For instance I set up a calendar of updates in my Google Calendar and connected that to LinkedIn so each day automatically it would update my LinkedIn status. [Keeping in mind Andrew’s advice above, I didn’t just ‘set it and forget it.’ I had an idea what was posting so if there were any concerns I could go into my calendar and change it if necessary.]