LinkedIn has evolved far beyond its original role as a professional networking platform. It is now a crucial tool for negotiation—both for researching other parties and managing your own professional image. With 75% of professionals checking LinkedIn profiles before meetings, understanding how to use LinkedIn strategically is vital for success.

However, LinkedIn is a double-edged sword: it can either enhance or detract from your position. In this blog post, we’ll dive into the advantages, disadvantages, and provide advice on how to harness LinkedIn to your advantage in negotiations.

Advantages of Using LinkedIn in Negotiations

1. Build Rapport Before the Meeting

One of the biggest advantages of LinkedIn is the ability to research the other party before you meet. By reviewing their profile, you can find shared connections, interests, or experiences, which can serve as natural conversation starters. This helps you build rapport and creates a more comfortable environment when the negotiation begins.

2. Gain Insight into Priorities and Perspectives

Checking someone’s recent activity on LinkedIn—such as posts, comments, or shared articles—can give you a glimpse into their current priorities and viewpoints. This knowledge can be valuable in tailoring your negotiation strategy. For example, if they’ve been sharing content about sustainability, you can emphasise how your proposal aligns with that value.

3. Assess Their Professional Standing

LinkedIn profiles often reveal more than just a job title. By looking at their work history, endorsements, and mutual connections, you can assess their influence, seniority, and decision-making power within the organisation. This can help you calibrate your approach and set the right tone for the discussion.

4. Showcase Your Expertise

LinkedIn is not just about researching others—it’s also a powerful platform to project your own expertise. A well-maintained profile can act as your personal branding tool, demonstrating your thought leadership, professional experience, and credibility. This can be especially useful in high-stakes negotiations where trust and perceived authority play a major role.

LinkedIn Disadvantages and Pitfalls to Avoid

1. LinkedIn Prompts Can Work Against You

As Jim Meldrum pointed out in a recent episode of The Negotiation Club Podcast, LinkedIn often prompts you to take actions—such as adding job search updates or new career statuses—that may not align with your negotiation goals. For instance, turning on the “Open to Work” banner can send a signal of vulnerability or desperation, particularly in senior or high-profile positions. While this feature may benefit those early in their careers, it could negatively impact your image in negotiations with potential clients or partners.

2. Over-Referencing the Other Party’s LinkedIn Profile

While it’s important to do your research, there’s a fine line between being well-prepared and coming across as overly intrusive. Avoid over-referencing specific details from the other person’s profile, which can make them uncomfortable. Instead, use the information subtly to guide the conversation naturally, focusing on shared interests or mutual connections.

3. Outdated or Incomplete LinkedIn Profiles

Failing to keep your profile updated can harm your credibility. A profile with outdated information, missing achievements, or incomplete sections may signal a lack of professionalism. In negotiations, first impressions are key, and a neglected profile can create a negative bias before you even begin.

4. Inconsistent Personal LinkedIn Branding

Consistency is crucial across all of your professional channels. If your LinkedIn profile tells one story, but your website or portfolio tells another, it can confuse the other party and diminish your personal brand. This inconsistency can erode trust, which is especially damaging in negotiation settings where rapport and credibility are essential.

Key Advice for Using LinkedIn in Negotiations

1. Manage Your Profile Intentionally

Every action on LinkedIn—whether it’s an update, post, or interaction—should be aligned with your professional goals. Your profile is never neutral; it’s either working for you or against you. Ensure your profile is complete, up to date, and tailored to reflect your expertise and professionalism. Be mindful of what LinkedIn suggests and consider the broader implications of your updates.

2. Control Your Narrative

LinkedIn can be a powerful tool to control the narrative before negotiations. Highlight key skills, recent achievements, and endorsements that align with the negotiation context. A strong profile signals authority, expertise, and value, positioning you as a trusted partner in the conversation.

3. Be Strategic About the “Open to Work” Banner

As Jim advises, be cautious with LinkedIn’s “Open to Work” banner. For those in senior or established roles, this can send an unintended message of desperation, which may undermine your negotiating position. If you’re actively looking for opportunities but don’t want to broadcast this, adjust your profile settings to target recruiters privately rather than displaying the banner publicly.

4. Prepare with LinkedIn Research, but Don’t Overdo It

Do your homework by reviewing the other party’s profile, but avoid relying too heavily on LinkedIn for conversation starters. Instead, use the information as a guide to understand their interests, industry insights, and decision-making authority. Reference it subtly when building rapport—mention shared connections or recent articles they’ve posted in a natural, professional manner.

5. Post Strategically, Not Impulsively

Before sharing any post, think about how it will reflect on you professionally. Posting insightful content that aligns with your industry can establish you as a thought leader, but be mindful of timing and frequency. Avoid posting content that is off-brand or irrelevant to your field, as it can dilute your message.

Final Thoughts: LinkedIn—A Double-Edged Sword in Negotiations

LinkedIn is a powerful tool in modern negotiations, but it’s not without risks. It can help you build rapport, gain valuable insights, and project a polished, professional image—if used correctly. On the flip side, LinkedIn’s prompts, such as the “Open to Work” banner, or an incomplete or inconsistent profile can inadvertently weaken your negotiating position.

As Jim Meldrum notes, LinkedIn is never neutral. It is always either working for you or against you. The key is to manage your profile and activity on the platform with intention, ensuring everything aligns with your professional objectives. When done right, LinkedIn can be a major asset in negotiations, helping you influence the conversation before it even begins.

By following these guidelines, you can maximise LinkedIn’s potential while avoiding its pitfalls—ultimately strengthening your negotiation outcomes and professional relationships.