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- LinkEdu: Professional and Business Strategy on LinkedIn
LinkEdu: Professional and Business Strategy on LinkedIn
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Short Overview
LinkEdu, organized by the Lifelong Learning Center of the Athens University of Economics and Business, is a comprehensive program on the strategic use of LinkedIn by professionals and organizations. The learning journey begins with the platform and its broader ecosystem and progresses to personal and company presence, Feed and content distribution, strategy, content planning, networking and community building, content creation, advertising, metrics and analytics.
Participants learn how to optimize personal profiles and Company Pages, define positioning and content pillars, build content calendars, select appropriate formats, apply LinkedIn-focused copywriting and storytelling, and connect objectives with KPIs and analytics. The program also integrates HR, recruitment and employer-branding perspectives, covering both the professional/candidate side and the organizational side of LinkedIn.
The approach combines evidence and practical application. It distinguishes official LinkedIn information and academic research from third-party benchmarks and unverified “hacks”, enabling participants to translate knowledge into an actionable LinkedIn plan.
Learning Goals
Upon completion of the program, participants will be able to:
- explain LinkedIn’s role and operation as a professional and business ecosystem,
- navigate its core functions and select appropriate LinkedIn tools for different objectives,
- optimize a personal profile and Company Page based on clear professional or organizational positioning,
- interpret the core principles of Feed ranking, recommendations and content distribution while distinguishing evidence-based practices from unverified hacks,
- conduct an audit and research process and define objectives, audience, positioning, content pillars and communication direction,
- translate strategy into an actionable content calendar and networking/community plan,
- create LinkedIn content using appropriate hooks, structure, storytelling, CTA, proof and formats,
- design a basic paid LinkedIn presence and connect organic and paid metrics with KPIs and optimization,
- use LinkedIn across professional, business, HR, recruitment and employer-branding scenarios.
Program Value
Participant benefits:
- comprehensive understanding of LinkedIn as a professional and business ecosystem,
- skills for optimizing personal and company presence,
- ability to design a LinkedIn strategy, content plan and networking activity,
- practical content-creation, advertising and KPI-analysis skills,
- understanding of HR, recruitment and employer-branding applications,
- Certificate of Professional Education and Training from KEDIVIM/AUEB.
Teaching Material
Pre-recorded lectures for asynchronous learning, electronic notes and slides, examples and case studies from personal profiles and Company Pages, templates for LinkedIn audit, positioning, content pillars and content calendars, practical exercises on profile and company presence optimization, content creation, networking/community planning, Campaign Manager and KPI analysis, as well as a final applied project.
Section Organization
LinkEdu follows a unified eight-module learning journey in which each topic is examined through two complementary perspectives.
In the first part of each module, Pavlina Katiaj approaches LinkedIn from the platform, content, marketing and brand perspective: how the ecosystem works, how personal and company presence is developed, how content distribution operates, how strategy is designed, and how it is translated into content, networking, advertising and measurable outcomes.
In the second part of the same module, Evdokia Tsoni translates the corresponding topic into the Candidate & HR perspective: what it means for the candidate, the recruiter, personnel selection and the candidate–employer relationship. This systematically integrates digital and social recruiting, job search, the recruiter perspective, candidate discoverability, career positioning, professional networking, digital footprint, employer branding and recruitment outcomes.
The overall learning journey is:
1. Ecosystem > 2. Network > 3. Identity > 4. Visibility > 5. Strategy > 6. Relationships > 7. Content & Reputation > 8. Analytics & Outcomes.
Through this design, the two perspectives operate as complementary interpretations of the same platform at every stage of the learning journey. Delivery combines synchronous live-streaming from KEDIVIM and instructor premises with asynchronous learning through the program's online educational material.
Teaching Language
Greek
Application deadline: 16/10/2026
Program start: 21/10/2026
Program completion: 20/12/2026
Scientific area
Way to follow
ECTS units: 3.5
Hours of live training: 18
Includes training hours with classroom, laboratory, or remote (via live streaming) instruction along with any breaks.
Includes training hours with classroom, laboratory, or remote (via live streaming) instruction along with any breaks.
Hours of asynchronous training: 58
Includes training hours (indicative) using an asynchronous distance learning (eLearning) platform.
Includes training hours (indicative) using an asynchronous distance learning (eLearning) platform.
Additional hours of employment: 29
Additional hours of work are included (indicative) and may include individual study, writing assignments, participation in field visits, participation in exams, etc.
Additional hours of work are included (indicative) and may include individual study, writing assignments, participation in field visits, participation in exams, etc.
Total hours: 105
The total hours include hours of synchronous and asynchronous training, as well as additional hours of employment.
The total hours include hours of synchronous and asynchronous training, as well as additional hours of employment.
Weeks of training: 8
Weeks in which activities of any kind are planned are included.
Weeks in which activities of any kind are planned are included.
Vocational Education and Training Certificate
Trainees who successfully complete the program are granted a Vocational Education and Training Certificate of the Center for Education and Lifelong Learning of the Athens University of Economics and Business, which is accompanied by a Supplement to the Certificate, detailing the subject of the program, the thematic units attended by the trainee , as well as the training methodology followed.
Target Audience
LinkEdu is designed for professionals and organizations seeking to use LinkedIn strategically. It is particularly relevant to:
- Marketing, Social Media and Communications professionals,
- HR professionals, recruiters and employer-branding specialists,
- business owners, entrepreneurs and executives,
- employees and professionals who want to strengthen their professional presence and personal brand,
- candidates using LinkedIn to identify and pursue career opportunities,
- executives and subject-matter experts seeking to develop thought leadership and professional networks.
Prerequisite Knowledge
No specialized prior knowledge is required. Participants are expected to have basic familiarity with computers, browsers, email and social media. Previous professional experience in marketing, HR, management, sales or entrepreneurship is useful but not mandatory. Required document: a brief CV.
Scientific Coordinator
Program Tutors
Cost
BLENDED LEARNING: 450€
Trainees are informed of the installment amounts and related deadlines via email upon their acceptance into the program.
