A great way to build reputation is to have quality testimonials and recommendations on your website, blog or other social media platforms.    We all like to listen to the opinions of others – it helps shape our own.   Endorsements can really help people to decide if they want to do business with you, but when is it too much of a good thing?


Recently my colleagues and I have noticed that endorsements via Linkedin seem to be coming thick and fast, and Linked in is constantly offering for us to endorse those we are connected to.

Endorsements are a two edged sword – one side  helps to build the strength of others  and acknowledges work  well done, or quality content.  On the other side they reflect upon the person who has given the endorsement.   

When you endorse someone, you are staking your own reputation on the result.     It makes sense to only endorse people whom you have done business with , or whom you have followed and can vouch for the quality and value that  they provide – perhaps for example from their blogging or articles.

It is a new marketing world and therefore there are new ways that we can show appreciation for value, but it needs to count.

There are a few (unspoken) rules of linkedin etiquette which should be observed:

  1.  If you request a recommendation, make sure it is only from someone for whom you have actually worked for or with.    What you are looking for are authentic and genuine opinions of your work.
  2. Don’t ask everyone on your list!  Even if you have worked with them all , choose projects where you really shone and  use these to highlight your talents.
  3. Choose people with credibility – those who demonstrate high ethical standards and are known for their own good reputation.
  4. When giving a recommendation try and keep it short and punchy and highlight the strengths of the person.   A generic recommendation tells the reader nothing about the person and their ability to do the job.
  5. If you don’t feel comfortable giving a recommendation – then don’t.     The person asking doesn’t want a bland and forced testimonial!
  6. It’s not a tit for tat kind of thing.   If you have actually worked with someone who has given you a testimonial – and you want to highlight positives about their ability to work as a team or in a joint venture, then that is fine; please don’t just recommend them because they recommended you.    It can look very contrived.

Linkedin is a fantastic networking tool, but like all tools, it is important that we use them properly.   So saying, I myself am still learning the best way of managing it.   There is work for Linkedin to do to keep it a wonderful tool for professionals.   It certainly gets frustrating when using mobile devices because you can’t provide a message with a request to link up, and I find that rather rude.   The amount of spam starting to appear I find annoying too.  I don’t mind people sharing their content – but emails filled with offers for the next best thing right after connecting with someone?  That I find rather poor.

The brilliance of Linkedin lies in it’s ability to allow just what it’s name says – for like minded people to link up and to seek joint ventures and networking for mutual benefit.     I recommend that you take the time to learn Linkedin and use it wisely and with consideration and respect.


Fiona Lucas


Check out our latest infograph  9 Best Ever Online Reputation Tips for Business here.