LinkedIn SSI: Tracking the Perceived Value of Personal Brand

Companies are struggling to find the best ways to communicate their value proposition. The rise of social media and content marketing has made it easier than ever for consumers, but this is often a one-way relationship: companies have no data on what consumers are thinking or feeling about them. This lack of metrics makes it difficult for marketers and HR professionals alike when evaluating candidates with high potential in their eyes, yet low numbers from past jobs or experience.

The “social selling index” is a metric that measures the perceived value of personal brand. It was created by LinkedIn and is composed of three components: professional skills, social influence, and self-promotion.

“Your network is the individuals that want to assist you, and you want to help them, and that’s extremely powerful,” said Reid Hoffman, the visionary creator of LinkedIn.

Despite its flaws, LinkedIn excels at one thing: providing capabilities inside its platform that help us all better understand our networks – what they are, who they are, and how we can utilize them to boost the exposure and value of our personal brands.

Because personal branding is so important in today’s world of social media, it makes sense to spend time learning about LinkedIn’s various features and functions. The Social Selling Index, or SSI, is an intriguing instrument. Although the gadget itself isn’t brand new, its usefulness is.

What is the Social Selling Index, or SSI?

The Social Selling Index (SSI) was created to track salespeople’s social selling activity. It was only accessible to firms with 100+ workers, 10 sales representatives, and the somewhat expensive Sales Navigator subscription when it was launched in 2014.

It was recently made accessible to all English-speaking subscribers, even those with free basic memberships. The SSI throws fresh light on four essential characteristics of social influence and engagement, known as the four pillars of social selling, together with the How You Rank tool (accessible to all members):

  1. Developing a professional image
  2. Identifying the appropriate individuals
  3. Insightful participation
  4. Developing mutually beneficial connections

“A vital approach for effective sales teams to engage with their prospects…[using] social media to interact directly with their prospects, create value by addressing prospect inquiries, and providing meaningful material until the prospect is ready to purchase,” according to Hubspot.

On a scale of 1-100, the SSI assesses sales activity throughout the business based on these four pillars. Simply defined, higher ratings indicate more relevant activity, which should naturally lead to more engagement, better connections, and increased conversions. According to LinkedIn, salespeople with a high SSI score have 45 percent more sales chances and are 51 percent more likely to reach sales targets.

How can those of us who aren’t actively involved in social selling across teams make the most of the technology now that it’s open to everyone?

How Do You Measure Up?

I’m sure you’re eager to learn your SSI score. Visit to learn more about social selling.


The four pillars, each worth 25 points, reflect the four aspects of social selling, for a total perfect score of 100. The goal here isn’t to get 100, as tempting as that may be, but to just try to become better. “It’s the trip, not the goal,” as the cliché goes.

How to Put Your SSI Score to Work

Your success on LinkedIn waxes and wanes over time, much like other influence rating methods (think Klout, Kred, and PeerIndex). A week of unplugged vacation might cause your “numbers” to collapse, but with little significance. Benchmarking and monitoring — where you are today, the traction of your social activities, goal planning, and motivation – are the value of tools like the SSI. Certainly, one may compare one’s ranking to that of peers; but, since we all use LinkedIn in various ways, I prefer to concentrate on the gradual and steady progress toward “personal best.”

Improve Your SSI Score with These Activities

On LinkedIn, there are many ways to enhance your SSI, but some behaviors have been shown to provide greater results when done regularly. The #1 way for deeper involvement is to go on to the site on a regular basis and connect with others in a serious attempt, even if just for a few minutes. You’ll also want to consider items like:

  • Obtain an All-Star profile.
  • Make an effort to create a more intriguing profile by using rich material.
  • Status updates on the home page may be used to share pertinent information.
  • Join and participate in worthwhile organizations (or start your own)
  • Work hard to establish a solid network of people who are relevant to your field.
  • Endorsements (yes, they count!) are given and received.
  • Publish to Pulse to share your unique insights with others.

Without a doubt, LinkedIn will continue to bring new and exciting methods to identify new prospects, assist existing clients, and expand our companies. Use the SSI for what it was designed for: comparing your LinkedIn activity to your sales outcomes and striving to improve.

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