Mastering LinkedIn and Networking for Global Success: Insights from the Business Success Japan Podcast
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By Oguzhan Karagözoglu
In a recent episode of the Business Success Japan podcast, host Lydia Beukelman welcomes back Anthony Griffin, Saga Consulting founder and principal consultant, to discuss effective strategies for leveraging LinkedIn and networking in Japan. Anthony shares practical insights aimed at helping professionals achieve success in a cross-cultural business environment. Here’s a detailed look at the key takeaways from their engaging conversation.
Quality Over Quantity
The conversation between Lydia and Anthony begins by addressing the unique position LinkedIn holds in Japan. LinkedIn’s user base in Japan is around 3 million, and although small, it includes valuable connections, such as international companies, globally minded Japanese firms, and international entrepreneurs. LinkedIn's strength lies in the quality of its network, making it an essential tool for professionals aiming to tap into Japan's international business community. Particularly for anyone who aims to build a Japan-related career, LinkedIn can be an indispensable resource. Recognizing this potential, Anthony emphasizes the importance of building a strong personal brand on LinkedIn to maximize its benefits.
Building a Strong Personal Brand
In Japan, where corporate identity often overshadows individual identity, standing out can be challenging but highly rewarding. The conversation advises professionals, especially those new to the Japanese market, to invest in their LinkedIn profiles.
“When reaching out to new contacts on LinkedIn, you should always include a message explaining why you want to connect... Remember, you must connect with purpose.”
The dialogue then highlights the importance of personalizing connection requests on LinkedIn. When reaching out to new contacts on LinkedIn, you should always include a message explaining why you want to connect. This small effort can significantly increase your chances of forming meaningful connections. For example, mentioning a specific article or post that resonated with you shows that you’re genuinely interested in the connection. Remember, you must connect with purpose.
Next, the dialogue underscores the significance of showcasing your work on LinkedIn. The platform offers various features that allow professionals to highlight their accomplishments and showcase their portfolios. Whether you’re a creative professional, a marketer, or a business executive, using these features to display your work can significantly enhance your profile. This not only demonstrates your skills and experience but also attracts potential clients, employers, collaborators, and can be a highly valuable source to break the virtual ice.
Moving forward, the discussion turns to the importance of sharing valuable content on LinkedIn. Lydia and Anthony advise being mindful of the content you share on LinkedIn. It’s important to post content that is relevant, content that is professional, and content that adds value to your network. Avoid sharing overly casual or controversial topics. Instead, focus on content that can help others in your industry, such as industry insights, informative articles, and personal experiences that offer valuable lessons. After all, LinkedIn is a business-related social networking platform.
Another crucial aspect that the conversation emphasizes is engagement on LinkedIn. Actively participating in discussions by commenting on posts or sharing insightful feedback. Also, reposting content with your own commentary not only increases your visibility but also positions you as a thought leader in your field.
Finally (and probably the most important point in building a personal brand on LinkedIn), maintaining a professional tone on LinkedIn is crucial. LinkedIn is a professional network, so it’s important to ensure that your communication is respectful, informative, and professional, whether you’re posting content, commenting on others’ posts, or sending messages. This professional tone helps in establishing credibility and trust within your network. Remember, what you put out on the world wide web is your own digital footprint.
“A strong online presence helps build trust quickly, which is crucial in a market where trust typically develops over time.”
Lydia and Anthony agree that while personal branding might not be as prevalent in Japan, it can provide a significant advantage, especially for foreigners. Overall, a strong online presence helps build trust quickly, which is crucial in a market where trust typically develops over time. As I like to say, building a “momentum of understanding” (MOU) from the first client meeting is almost impossible. In Japan, it takes time to build that trust, and it takes the need for patience and consistency. With a strong personal brand in place, the next step is to connect with purpose.
Joining LinkedIn Groups
For those interested in Japan-related business opportunities, Anthony further recommends joining specific LinkedIn groups such as Business in Japan (BIJ). These groups provide a platform to meet like-minded professionals and participate in discussions, further expanding your network and knowledge. Business in Japan, for example, has regular online lunch meetups where you can connect with hosts and other like-minded entrepreneurs in the audience. Lydia and Anthony both emphasize that LinkedIn in Japan is incredibly supportive and can be a valuable resource for both personal and professional growth.
Understanding Cultural Nuances
Speaking of professional growth, professional networking in Japan requires an understanding of its unique business culture. The dialogue discusses how the predictability and structure of Japanese society extend into its business practices. Effective networking in Japan, among other things, involves:
Respecting Formalities: Be mindful of the formalities in Japanese business interactions. From exchanging business cards to the way you address your counterparts, attention to detail is crucial.
Building Trust Over Time: Trust is a cornerstone of Japanese business relationships. Unlike in some Western cultures where quick rapport is often valued, in Japan, trust is built slowly through consistent and respectful interactions.
Combining traditional and digital marketing: Anthony and Lydia discuss the misconception that marketing is solely about digital strategies. They emphasize that since the rise of digital marketing, traditional methods seem to be fading, yet they remain crucial. The dialogue advocates for a balanced approach that integrates various forms of marketing, including face-to-face interactions, email marketing, direct selling, and even unique Japanese practices like distributing tissues with advertisements on the street.
Anthony’s top advice for marketing oneself in Japan revolves around combining an online presence with personal selling. For sole proprietors specifically, building a network through personal introductions can accelerate trust. A strong digital presence should complement physical interactions, making sure potential clients can easily find and learn about your services online after meeting in person (e.g., after a networking event). Proper localization is key to success here. Think about product packaging for example. In Japan, shelf sizes are smaller than in America, so designing products with local dimensions in mind is critical. A product tailored for the U.S. market will probably fail in Japan if it doesn't fit local retail environments.
Building Connections through Effective Communications
Anthony and Lydia further emphasize attending networking events, such as Tokyo Digital Marketers, conferences, and informal gatherings like the before-mentioned weekly Business in Japan luncheons. Both agree that in-person meetings are particularly crucial in Japan, where personal connections often open the door to business opportunities, and strengthen communication between the involved parties.
The conversation then explores the nuances of effective communication in a Japanese business context. Lydia brings up the formality and structured nature of Japanese business emails, which often include set phrases and detailed explanations. Anthony shares his experiences and strategies for adapting to these differences. He highlights the importance of understanding cultural nuances, such as the use of honorifics and the preference for indirect communication. By mirroring the formality and structure of Japanese emails, Anthony emphasizes that professionals can build respect and trust with their Japanese counterparts. Additionally, he suggests being attentive to the context and subtleties in communication to avoid potential misunderstandings and enhance working relationships.
Your Roadmap to International Business Success in Japan
In this enlightening episode of the Business Success Japan podcast, Lydia Beukelman and Anthony Griffin provide a wealth of knowledge on mastering LinkedIn and networking for professional success in Japan. They emphasize the value of integrating both digital and traditional marketing strategies to build a strong personal brand and foster meaningful connections. LinkedIn, despite its smaller user base in Japan, offers invaluable opportunities for connecting with international companies and globally minded Japanese firms. Personalizing connection requests and showcasing your work are crucial steps in maximizing LinkedIn's potential. Additionally, sharing relevant, professional content and actively engaging with your network can position you as a thought leader and build credibility.
Moreover, they discuss the necessity of combining an online presence with face-to-face interactions. Attending networking events, conferences, and informal gatherings can accelerate the trust-building process, which is vital in Japan’s business culture. A well-maintained digital presence should back up these physical interactions, ensuring potential clients and collaborators can easily find and learn about your services online. Finally, they underscore the importance of proper localization for either products or services, which can prevent market entry failures and ensure your product's success. By integrating these strategies, professionals can effectively navigate Japan’s unique business landscape, build trust, and achieve global success.
About the Author
Oguzhan Karagözoglu is a multicultural communications consultant, content creator, and linguistic specialist who brings a unique blend of Turkish heritage and Swiss upbringing to the art of communication. Originally from Zurich, he now calls Tokyo his home. Oguzhan is deeply inspired by the diverse ways in which people connect and express themselves. His free time is often spent listening to podcasts and pursuing his passion for leisure dog training.