LinkedIn Prospecting & Personal Brand

This unit develops students’ ability to build a professional LinkedIn presence and to use platform tools and outreach strategies to create and manage a consistent prospecting pipeline. Students will learn profile optimization, messaging and engagement techniques, Sales Navigator and Boolean search methods, and time-management approaches for balancing fast and slow prospecting.

Learning Objectives

• Analyze LinkedIn algorithm dynamics and audience behaviors to adapt content, engagement patterns, and timing that improve professional visibility and connection growth.
• Apply profile optimization strategies (headshot, cover banner, featured section, privacy and visibility settings) to create a consistent personal brand aligned with target audiences.
• Demonstrate advanced prospecting techniques by constructing Boolean search strings, saving and managing leads in Sales Navigator, optimizing connection request timing, and using message templates and engagement tactics to convert prospects.
• Evaluate and implement a dual prospecting workflow using time blocking, the FIRE method, channel partner identification, monitoring metrics, and adaptive messaging to build and maintain an ethical, scalable pipeline.