Elements of a Good LinkedIn Recommendation

November 17, 2008 · Comments

office guy I just updated my LinkedIn profile to reflect my role as president of New Marketing Labs, and to make sure all my information there was fresh and up to date. I talked with some folks on Twitter about this process and they were surprised to see that I had over 100 recommendations. They asked how I got them, and I responded with my secret: I asked for them.

Elements of a Good LinkedIn Recommendation

LinkedIn, the business network for professionals, is more than a living resume. It’s a reputation engine, a visual representation of your business network’s reach, and a place to express your business capabilities. I use it all the time to reach out to people, to find potential opportunities where I can help others, and to share what knowledge I have with others.

I have a difference of opinion with LinkedIn about who I connect with as a business colleague. They recommend that you link only to people you’ve done business with directly, and who you trust. I don’t do it that way. I connect with nearly anyone.

Where I take my stand, however, is recommendations.

Recommend Colleagues

The people I recommend are people that I can say something good about. You’ll see that I’ve passed on recommendations for over 150 people so far. I could say more about more people, and I try to write a few every week (around 10). They do take a while, so I try to balance it out.

You’ll notice when you read the recommendations that I give that I use different levels of language. I only say “I highly recommend” when I feel someone is the very best of breed in a specific function. I often say something more about hiring someone to achieve success. So, pay attention to your own language within the recommendation. I’ll cover that more in a bit.

If you can it, and you have time, do it. It goes a long way when people see a profile and find a recommendation to go with it. The service you perform by recommending others you’ve done work with goes well in both directions. It says something about that person, and it says something about you for taking the time to participate and recommend.

But what should you say? How should you help someone by writing a recommendation? And what are some of the rules of etiquette around this?

What to Say

Recommendations are social proof. They exist so that a third party will obtain a better perspective on your business colleague’s profile. Thus, your goal, ultimately, is to make sure that third party feels educated about your colleague. Make sense?

As such, be very clear about what you’re recommending.

Here’s my recommendation for Mister. Ben Grossman:

Ben Grossman represents the next wave of dynamic speakers on Internet culture and its impact on business. His presentations have covered the pulse of the Millennials, the Return on Branding Influence, and I’ve heard a few other topics come out of Ben that were equally as interesting. He spoke at my New Marketing Summit event in October 2008, and then I watched him at Jeff Pulver’s Social Media Jungle in November. Those two performances were golden, and the audience in both cases were at the edge of their seats. Ben Grossman is going places. Will you be one of those places?

I’ve recommended Ben as a speaker. I haven’t spoken a word about his work ethic, about whether he can save the world or not, about whether his speeches will help you make money. I’ve mentioned that he’s dynamic. I’ve even ended with a bit of a pitch.

When I can be more specific, I do it. If I can’t, or I don’t choose to be specific, I don’t.

Be aware that the person you’re writing the recommendation for is looking for your words to help act as leverage with a prospective new business partner.

Use terms that suggest this. Say things like: “C.C. Chapman has successfully executed more actionable social media strategies than most people have even started to think about. He counts companies like Coke, American Eagle, and Verizon amongst his client base. His projects have involved building Facebook applications, deploying blogger relationships campaigns, and defining online brand engagement strategies. C.C. works in the specific, starting from the landscape, but ending in actionable engagements. I’d recommend him with any project that requires the very best in social media execution.”

Do you see how that recommendation both beams with appreciation but also recommends ways you can engage with CC? Do you see how I’ve given social proof (mentioning his bigger clients) while also mentioning what he does and what differentiates him?

That’s how you want to write your LinkedIn recommendations for friends.

How to Ask for Recommendations

Ask people who know you well enough to recommend you. Just because we’re Facebook friends or because you’ve commented on my blog doesn’t mean that I know your body of work well enough to recommend you. Asking someone who doesn’t know you very well for a recommendation is inviting an awkward moment at best, and a horribly mis-representative recommendation at best.

Use the recommendation system within LinkedIn to send the recommendation request. If you email it to someone, it’s another chance to NOT get it filled out. The system’s there and it’s easy, and it stacks up the requests in a queue for someone to address when they have a moment.

The best way I’ve found to ask for recommendations is not to ask. I’ve asked people from time to time, but I’ve found that my best recommendations come when I write a good recommendation for someone I can vouch for. Call it quid pro quo, but when folks see that you’ve written a wonderful piece of praise for their professional talents, they’re inclined to help out in response.

What Did I Miss?

Any questions about LinkedIn and recommendations? What else do you want to know about the process? Have you seen recommendation techniques or tips that you want to share with us?

Oh, and if you’d like to connect, here’s my profile and if you use the email linkedin at chrisbrogan dot com to connect, we should be just fine.

Photo credit, foundphotoslj

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  • So timely, as I had a friend from university ask me for a recommendation recently and I had no idea how to go about crafting it.

    Thanks!
  • Suki Fuller
    Excellent insight and advice. Appropriately timed...are you reading my mind Mr. Brogan?
  • Good insights Chris. Today, I wrote a recommendation for a fellow LinkedIn connection who I worked with at Starbucks. He was surprised because it was unsolicited. Like you, I will be as detailed as possible but will not write about skills that I don't have personal knowledge and/or experience about and with.
  • Chris, good post!

    The recommendations that I have given are indeed of colleagues whom I know well enough, and the other way round I have received recommendations from (former) colleagues who know me well enough.

    Giving a recommendation without expecting one back works great, especially if one does receive a recommendation in return!

    Another related tip: I have found the podcasts by Mark Horstman en Michael Auzenne (www.manager-tools.com; awarded 'best business podcast' for three years in a row) very helpful in writing a well thought out and focussed profile. Recommended!
  • I like your point on not asking for a eec, but giving one (understanding the you may get one in return). I definitly plan on using that method, but I've had nice success asking straight out - though pretty much everyone I asked wanted one in return. Good thing I only asked people I'd write one for :)


    One thing I hold to when writing a rec is being honest ... So if someone asks of one that I don't think deserves it I won't write one. And if someone deserves one I try to write very honestly about my exp with them.

    --
    http://twitter.com/franswaa
  • Another tip when asking for a recommendation:

    Be specific on which part of your job function you want your contact to comment on. Recommendations are best viewed in my mind when they are specific to a particular project.
  • Chris:

    The following is based on my experience:

    1. One of my potential referees said he was happy to write me any number of personal references for each prospect and client, but not happy to do so on LinkedIn. He said, "Besides you, I have worked with many people and one recommendation from me for you can open the flood gates. Not all have been as stellar as you are, but I will find it hard to excuse myself from those I do not wish to recommend". Lesson? It is good to try and understand your referee's situation before asking. Few will be so honest as this one has been.

    2. Whenever I see reciprocal references, my antennae go up. They somehow seem 'crafted'. One of my old bosses dissuaded me from writing one for him because he had given me one. I agree with him although I have subsequently given a reciprocal recommendation to two people - both of whom wrote me a reference without my asking. I think references we get without asking are the best (also as an ego kick)!

    3. Few readers of our references may be aware that at one time, LinkedIn used to restrict the number of characters in a reference! I do not know if this restriction continues.

    Older references read artificially compressed and unnatural due to the number of character restriction. I have not yet figured how to deal with this issue. Have you any ideas?

    Thanks.
  • Great timing, I'd just Twittered to ask if anyone had advice on best ways to highlight the recommendations you have.

    I send people to my LinkedIn page at http://www.linkedin.com/in/dalelarson, but recommendations don't even appear there. In fact, I wish I could link directly to the recommendations (letting other people say something good about you is better than saying it yourself!). Or automatically import the recommendations onto a resume page on my site (or even a FaceBook widget). None of those seem to be an option?

    What ways have you found to make sure your great LinkedIn recommendations are seen?
  • Glad someone did. I find that I have a hard time making them sound different, especially for people who work in similar positions at the same company.
  • You didn't have to ask for mine last week. :) Thanks for leaving one in return.

    I've started to view LinkedIn a little different lately... Sort of along the lines of "If I couldn't leave you a positive recommendation based on work that I've seen/know you've done, why are we connecting?"

    Not to say I am going to cut my connections down, but I want to make sure I have meaningful connections.
  • Hey Chris,

    This was timely for me as I have not really focused on getting recommendations, but literally started today after I wrote a blog post on connecting with people through Social Networks. I also Stumbled and Sphunn this.

    Best, Anthony
  • Great post Chris! I've been looking for ideas on how to make more effective recommendations. I've asked for a few in the past but lately have been focused on giving them. I figure that if I'm going to give one, let's make it as strong as possible. Odd how I'm getting more anyway :-)

    I really like the point of sticking to one main characteristic rather than the entire body of work. It's tougher to do when recommending someone who you've worked with for many years, but I think it has a stronger impact.
  • Hi Chris,

    Here I've just finished writing you one of your own and sending you a thank you note and head over to your blog only to see this shining feature of the greatly appreciated recommendation you wrote for me! Thank you so much for the recommendation and the feature on your blog. Both are greatly appreciated.

    An you forgot one thing about how you have so many LinkedIn recommendations: you are a superstar who consistently puts out excellent content, maintains a great blog, and has a powerfully impressive personality and work ethic. That always helps get those pearls of positive feedback from people. :-)

    Thanks again!

    Ben Grossman
  • Leslie Pardo
    Chris:

    It was interesting to read what you have to say about LinkedIn recos.

    For the most part, I'm on the same page at Shefaly.

    I've not yet given recommendations to anyone on LinkedIn (though I've had a few requests). Based upon what you wrote, I will reconsider my stance moving forward.

    In the past, I have gladly given paper recos to folks who I worked with at the time, or within a short time of the reco request because I felt the recos were timely.

    While I understand that the LinkedIn recos are date-stamped, I am reluctant to reco someone who I worked with ages ago. As you noted, I could speak to their skills & accomplishments from that timeframe, but then the reco seems dated.

    Also, it's tough to say "yes" to some and "no" to others, v. giving everyone — or no one — a reco.

    I also have questioned the validity of reciprocal recos. For that reason, I would consider not posting a reco from someone who I reco'd.

    Also of note..... job hunters beware: since LinkedIn date-stamps the recos, it's pretty easy to tell if someone is actively updating their profile with recos. Better to space them out a bit.
  • Thanks for a great post, Chris. You are inspiring me to revisit LinkedIn and start using it more. I would love to connect to you, but if I'm just a new blog reader/ twitter follower and have never met or worked with you, how do you propose I do it?

    Thanks,
    Todd
  • gacconsultants
    Thanks for the recommendations Chris; helpful and insightful as always.
  • I agree with you, Chris. It can be hard to ask (I just recently started) but colleagues have been really great about responding well. I guess the old saying is right - you don't ask, you don't get!
  • I typically tend to stay away from reciprocal recommendations. If I give someone a recommendation, I tend to stay away from asking for one - to me if all of your recommendations tend to be like this, it comes across as "You scratch my back and I will scratch yours".

    I ask for recommendations only from those folks that I will be happy to recommend as well so that I am not left in an unpleasant situation of not being able to writing a less glowing recommendation. I have written recommendation for folks (usually peers or juniors) from whom I don't intend to ask for a reciprocal one - not that they won't write one, but to avoid what I have described above.
  • I just wish more people would respect the seriousness of a recommendation. I feel as though my word is my bond and I am very picky about who I recommend. It's like cosigning on a loan. The same with being listed as a reference. I've had too many requests for recommendations through LinkedIn that simply should have never been made. One person must have been trying to diversify their cabinet because he and I did not have the best working relationship. Maybe he wanted me to endorse his ability to pick fights during meetings, or his uncanny ability to take credit for work that was not his own.
    Geez.
  • Angela, your desire for a "serious recommendation" is aligned with my belief that LinkedIn connections should be equally serious, based on some level of trust and respect.

    Chris mentioned he connects with "anyone" on LinkedIn; I don't. When people I don't know ask to be connected to me, I point them to my blog, my Twitter feed, even Facebook; and ask them to connect with me there; then, once I get to understand how they tick and what their values are, I'd be more willing to be a mutual LinkedIn connection...which may or may not lead to a recommendation.

    For more tips on using LinkedIn, including how to write a good recommendation, visit Jason Alba's blog, http://www.imonlinkedinnowwhat.com. You can also connect with Jason at http://twitter.com/jasonalba.
  • Chris,

    Solid post with some good suggestions, but I'm confused about the the mixed message...

    "They asked how I got them, and I responded with my secret: I asked for them."

    "The best way I’ve found to ask for recommendations is not to ask."

    I'm wondering if you started this post with one thought and changed your mind once you got going?

    Anyway, I agree with the giving in order to get instead of just asking.
  • Great post! Last year someone asked me to give them a recommendation on LinkedIn. I was stumped and then I remembered the work she did while we both sat on an Association's board. I highlighted the great skills she demonstrated while planning events. She was very happy with the recommendation. It's important to look at the context in which you know someone and go from them when providing a reference/recommendation. Avil
    http://www.twitter.com/avilbeckford
    http://www.linkedin/in/avilbeckford
  • @Chad - Ah, interesting point. Hmm. If I ever get less lazy and rewrite this, I'll say that I did a blend.

    Don't actually READ my posts. That's a horrible idea. : )
  • I read this article, and the same day I am asked for a recommendation from a contact I invited into my LinkedIn a few weeks ago. It seemed rather random as there was no correspondence between us aside from the form letter you get when someone accepts your LinkedIn invitation.

    Upon further review, I saw that he used just the standard LinkedIn form letter for recommendations. No personal note, in a request for a personal reference. My guess is that the individual sent it to all his contacts.

    This said I don't believe I should spend my time writing a recommendation, especially since so little time was spent on their part to connect and receive a recommendation.

    I'll also mention that the individual was my manager's manager at previous job, so although we worked together, we really didn't work together that closely. I liked the guy just fine and would be happy have a beer with him, but also not sure what I would include in the recommendation in the first place.

    You know, I've spent more time commenting here than he did to encourage my recommendation.

    It's clear that I'm not giving this recommendation, right?
  • Chris,

    This is the first time I've visited your blog and I'm very impressed with the breadth and depth of information. This post is particularly timely, as I'm in the process of writing a recommendation and looking for new ones for myself.

    I'm curious if you (or any of the individuals who have commented) can share any experiences in which a LinkedIn reference "worked" -- that is, for example, a new employer mentioned that a candidate's references factored significantly into his/her decision. In particular, I'd be interested to know which aspects of the reference(s) were most compelling, e.g., quantity, quality, relevance to the industry/position, demonstrating a breadth of functional experience, etc. It would also be interesting to see examples of poorly conceived or written references to use as guidelines of what to avoid.

    I find real-world examples most helpful and illuminating, which is the reason for my inquiry.

    Thanks, and keep up the great work!

    George

    http://twitter.com/geo2geo
  • In my experience asking for recommendations on Linked in, people are usually flattered I asked them to speak up for me. This is a great reminder (of a common sense fact). How to get recommendations? ASK FOR THEM! Also -- important to remember not to ask anyone you've connected with, but A) People who know your work well enough to recommend it and B) People you TRUST to give you a worth while rec. Great post!
  • Great post.

    Especially the part where you wite about pointing readers to ways you can do business with the recommendationee.
  • Good stuff indeed. We should all take such care in writing recommendations--i.e. only when we have something to say, and only saying it truthfully and clearly. At least, that's what I took from this dialogue.

    Question: there are many situations, including a few described above, where others ask inappropriately for recommendations. Of course we all feel awkward saying no, even if that is entirely the right thing to do. Most of us, I suspect, do nothing and expect the other person to intuit that non-response means no.

    I would wish there were a more proactive, useful, truthful response to such people that would leave them not mildly paranoid and neurotic, but rather feel well-dealt with, and more importantly, not making the same asinine request again.

    Any ideas for snappy rejoinders that respond directly, say "no," and at the same time raise the quality of expectations among the masses about the right role of recommendations?
  • Great post Chris, I totally agree with you on all points (how to get recommendations (not asking, although it's okay to ask), what to write, etc.

    I wrote about LinkedIn Recommendations on my JibberJobber blog.

    Jason Alba
    Author -I'm on LinkedIn -- Now What???
    (second edition coming out ... this month!)
  • On how not to write a recommendation:

    I saw one of my friends (I have known him 20 years) recommend someone with these words:

    "...I get more liberal with praise once you have my full confidence."

    Could he not have politely refused the recommendation request instead of writing something like this?
  • John Bisnar
    If anyone is interested in connecting with me on linkedin feel free to add me.

    John Bisnar
  • John Bisnar
    Thank you for the information. I will be keeping all this in mind as I write my recommendations!
  • Bonnie Anderson
    I am beginning to grow immune to LinkedIn recommendations, especially mutual ones. People's reasons for writing them can be complicated, as in trying to show support to a laid off colleague or someone who just badly needs a new job. It gets to sounding a bit too much like a love fest at times. I have worked with people who are just OK, but who rack up dozens over over-the-top recommendations.

    I am wondering what recruiters think about this.
  • I'm providing networking opportunities for people in Richmond VA who have recently been laid off. We have a LinkedIn group (Greater Richmond Career Network) where participation is good among those looking for jobs as well as some HR departments with area companies who may be hiring in the future. It struck me today that there was real importance in LinkedIn Recommendations and that I should start a discussion item in the group. One thing lead to another, and I found this article by Chris Brogen whom I'm already following on Twitter.

    This is good stuff. I referenced it in the group. As I said there, I'm guilty of not having enough so I think this gives me the right to harp on this a little with the rest off the group too.

    After reading the article, I may have to go forth and write a few of my own. I'm not looking for a job, but I am looking for new clients with positions to fill. In the long run, it's all the same anyway.
  • Chris, I just finished up a guest post for Louis on this very topic. After reading your article, I really like your take on this.

    I have been of the opinion that you must ask for recommendations as people often don't think to do as you suggested. However, at the end of the article I most certainly advocate returning the supplied reference with one of your own. Afterall if you thought enough to ask this person, you must respect their opinion and should not have issue with writing a sterling recommendation of them in turn.

    But in review, I find your suggestion most humbly the real way this should be done. I would obviously reserve that right to continue to pursue those close colleagues who will write me back, but I think your strategy most certainly has a much higher chance of success. Almost EVERY time I write a recommendation for someone I get one back.
  • Hi Chris,
    Interesting post. I find linked in most useful for resumes.

    I don't find the recommendations useful, becuase it's socially awkward to be askeed to provide something with no context.. just a "your great" kind of thing. Every time I'm asked, I feel 'required' to do it. I would not ask others because of this bizarre position it puts people into.

    Additionally, I've noticed that people with loads of recommendations that I've worked with tend to be really good at getting recommendations and not so great at actually doing the work. It's like getting a score in a video game.. 'can i get more points' as it were.

    It has caused me to shy away from anyone with lots of recommendations. This may be changing as you seem to know lots of people with recommendations and know they actually do good work.. I just haven't seen it myself.

    So I prefer to do private, and more seemingly honest confidential recommendations (or not as the case may be).

    mary
  • A helpful post, as always, Chris. I'm glad you included the bit about preferring not to ask for recommendations. On the other hand, I don't mind being asked to provide them - as long as it's for people I have actually worked with or whose work and character are known to me. People, as they say, I can *vouch* for with confidence. I like the style of the Ben Grossman example - I find it more convincing than the anodyne "excellent chap, very trustworthy" type of "recommendation" of which there are far too many on LinkedIn.
  • Ross
    Chris,

    Why are you not yet a member of Top Recommended People Group on Linkedin?

    You are invited!

    Thanks,
    Ross
  • criborozo@gmail.com
    Helpful recommendation tips, especially connection with everyone. Appreciate this. Thanks.
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