Building connections for a board appointment via LinkedIn

In previous articles, I established the value of weak ties in gaining a board appointment. Indeed, these sorts of relationships are responsible for over 50% of all board appointments.  LinkedIn is an effective and authentic tool to cultivate these connections, particularly in contrast to traditional networking events. The goal of developing these relationships is not solely to secure an appointment on a target board, but also to access information about other potential board opportunities through NEDs who often serve on multiple boards. In this article, I will show you an easy, legitimate, and authentic way to create and leverage these connections. A way that doesn’t involve cocktail parties, business cards, or awkward networking events. A way that taps into the true power of LinkedIn.

Why use LinkedIn instead of traditional networking

First, let’s consider formal networking events. Success relies on your ability to operate effectively in a structured social environment, something that most of us struggle with or dislike. Additionally, the value of these events depends on the quality of the attendees and the people you have the opportunity to speak with. They are often scheduled infrequently, requiring time, effort and an expense to get to and attend. These reasons typically result in a very poor return on the investment of your valuable time. So, unless you love socialising and can operate professionally in this high-stakes social environment, I recommend you avoid them if your only intent is board networking.

LinkedIn’s power

As an early adopter of LinkedIn (with no affiliation), and with over 35,000 connections to Non-Executive Directors (NEDs), it’s no wonder I’m a big fan. When it comes to generating connections that lead to board appointments, I cannot suggest a more suitable platform. However, most individuals underestimate its potential, or simply don’t know how best to use it to build the sort of connections that can unlock board opportunities. The importance of “weak ties” in securing board appointments, noting they account for over 50% of all appointments, should not be underestimated. 

Did you know that LinkedIn has more than 16 million users in Australia alone? And, unlike your formal networking event:

• It is always open,
• You get to target precisely those you want to speak with, and 
• Approaching people via the platform takes less courage than doing so in person.

You can reach out en masse, creating far more opportunities for conversations with people you want to speak with and who want to speak with you. PLUS, you can do all of it from the comfort of your couch at next to no cost.

Keep your LinkedIn profile current and relevant

Before you start using LinkedIn to develop weak ties, ensure your LinkedIn profile is up to date. Pay particular attention to the details and content relevant to the people you are connecting with. Some LinkedIn profile tips:

#1 – Optimise your profile

• Professional Headshot: A high-quality, professional photo is essential for making a good first impression. 
• Compelling Headline: Go beyond your job title; use your headline to highlight your unique selling points and what you offer. 
• Strong Summary: Craft a compelling summary that tells your professional story and showcases your key skills and experience. 
• Detailed Work Experience: Go beyond just listing job duties; describe your achievements and the impact you made in each role. 
• Skills and Endorsements: List your skills and encourage your connections to endorse them. 
• Recommendations: Request recommendations from colleagues, managers, or clients to add credibility to your profile. 
• Customised URL: Use a personalised URL to make your profile easier to share and appear more professional. 
• Background Photo: Utilise a background photo to enhance visual appeal and showcase your unique personality. 
• Featured Section: Showcase your best work, articles, or presentations in the Featured section. 

#2 – Engage your network

• Share Valuable Content: Share industry-related articles, news, and your insights to demonstrate your expertise. 
• Engage with Others: Like, comment, and share posts from your connections to build relationships and increase your visibility. 
• Join Relevant Groups: Participate in LinkedIn groups to connect with like-minded professionals and expand your network. 
• Attend Webinars and Events: Stay up-to-date on industry trends and connect with speakers and attendees. 
• Grow Your Network Strategically: Connect with people you know, industry leaders, and potential collaborators.

#3 – Stay active and consistent

• Regular Updates: Keep your profile updated with your latest accomplishments, skills, and experiences. 
• Complements your Board CV: Ensure you update your LinkedIn profile whenever you update your Board CV and vice versa.
• Consistent Engagement: Don’t just post when you’re job hunting; make LinkedIn a regular part of your professional routine. 
• Be Authentic: Let your personality shine through in your interactions and content. 
• Be Helpful: Offer assistance to others and share your knowledge and expertise. 
  
  

Who you should approach and how

I spoke about who your seemingly elusive weak ties are and why they are so powerful in an earlier article. To identify these people, first you need to be clear on which organisations you both want and can be appointed to the board of. I refer to these as your target organisations. This step is fundamental as it forms the basis of any successful board search and unlocks your weak ties. 

Once you have your targets defined, it is then a fairly simple process to find the names and contact details of the current and past Non-Executive Directors (NEDs) of these organisations. Tools like Wayback Machine and ContactOut, in addition to LinkedIn, can help you do this. Armed with a spreadsheet containing links to the list of past and current NEDs of your targets, you can start connecting. I recommend taking a two-step approach to this. 

First, simply connecting with a ‘micro yes’ request. I want them to know enough about you to say yes to your connection, which in turn prepares them to say yes to a bigger ask.
Second, following a successful connection request, respond with a structured response that is legitimate, authentic and drives a relationship. In essence, you should compose a message that promotes a conversation about the target organisation you have in common. 

Why is this approach particularly powerful?

Many I work with initially think my approach is about gaining a board appointment on one of their target organisations’ boards. Whilst this is entirely possible, the real purpose for developing these relationships is to access not just information about their targets, but also to access information about other potential board opportunities. 

Remember, your weak ties in this exercise are NEDs. Not only do they sit (or have sat) on the board of your target organisation, but they are likely also to be sitting on or be connected to multiple other boards. Boards that statistically recruit additional board members every other year, 80%+ being filled informally and most often via weak ties. 

With the right approach, you can become their weak tie. A couple of words of warning, though. In no instance should you present yourself as wanting them to put you forward for a board role. If they sense that this is your goal, expect silence from them. Instead, I want you to take a ‘how can I help’ and inquisitive approach. This will naturally lead to opportunities to discuss the boards they currently sit on or have previously served on.  

A personal example

I recently came across a board vacancy on our site, for an organisation where I had some experience and genuine passion (but it could equally have been one of my target organisations). It was a role I wanted. So I was determined to separate myself from my competitors who would also be applying; I knew I had to de-risk my potential appointment, daring them not to appoint me. I knew that weak ties were going to be my secret weapon… as it turns out, more than I thought.

I started by connecting with six past NEDs of the organisation. Some (ok, most) were above my pay grade, having far greater board experience than I, and sitting on other significant boards. I reached out via LinkedIn with a simple, authentic introduction that reflected my board profile. I received six positive responses, to which I responded and set up conversations. All these conversations were terrific. They were not long – they didn’t need to be – but they were illuminating. They provided invaluable information about the organisation, which led me to quickly realise that the role was not for me. 

However, what became more valuable was the multiple offers to introduce me to other NEDs who could provide further assistance and advice. Two of these conversations led to discussions about other board opportunities. Pulling this all together, one advertised opportunity led me to connect with six NEDs (it could have been far more) who are associated with multiple other boards, and I hope they will advocate for me in the future. There are also six new people I can introduce to others, six new personal connections I didn’t have before. This all resulted from a very manageable 20-minute time commitment using LinkedIn to develop weak ties.

Summary

If you think board appointments will come to you through cocktail parties and business cards, they do, but rarely and never as often as you think they should. Weak ties, on the other hand, make you powerful; they are easy to define and easy to connect with. When used properly, LinkedIn is the perfect vehicle to do this. You can connect with countless NEDs representing hundreds of boards and board opportunities, easily, authentically and legitimately in just hours – as long as you get your target organisations right. 

So, how are you going to spend your time? Are you going to focus your effort to get the best return on the investment of your valuable time? 

Related Articles

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The 8 Elements of an Outstanding Board CV

Weak ties: the silver bullet for a board appointment?