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Episode 148 - LinkedIn Opportunities for Your Business

Executive Protection and Secure Transportation Podcast

Release Date: 09/15/2020

Episode 169 - The 2020 ISDA Training Survey Results show art Episode 169 - The 2020 ISDA Training Survey Results

Executive Protection and Secure Transportation Podcast

Last year ISDA conducted an Executive Protection Security Driver Training Survey. The 2020 ISDA Training Survey Results Our goals were to determine the dollar value of the Executive Protection and Security Driving training market. To acquire metrics concerning what motivates potential students to attend one program over another- such as - How did they fund their training? - How many training programs have they attended during their career? - What was their motivation to participate in the training programs? We also wanted to determine what training subjects were covered and the average length...

Episode 168 - The Science of Backing Up show art Episode 168 - The Science of Backing Up

Executive Protection and Secure Transportation Podcast

Driving in reverse is a valuable driving skill to have.   Backing up slowly can be a problem but backing up fast is hard and dangerous if not done correctly. With that said, it is by far one of the most valuable driving skills to have, and a Security Driver can acquire. Along with being hard to do, it is hard to teach and, if not taught correctly – dangerous. What makes it hard and hazardous is the definition of fast. How fast you can drive in reverse is limited to the vehicle's gearing; in most vehicles, you can drive as fast in reverse, or a little quicker, as you can in 1st gear....

Episode 167 - The Security Drivers Triangle show art Episode 167 - The Security Drivers Triangle

Executive Protection and Secure Transportation Podcast

The Essence of Security Driving is Found in the Security Drivers Triangle. The driver's ability to avoid vehicle violence does not depend solely on their ability to control the vehicle. A driver is at the mercy of the environment and of the vehicle, they are driving. Driving, any form of driving, is a balance, and that balance is called the "driving system." The driving system is made up of three components: THE DRIVER, THE MACHINE, and THE ENVIRONMENT. In our world, it is called the Security Drivers Triangle. If a triangle's failure causes an accident or a successful ambush, the driver, the...

Episode 166 - The Difference Between Handling and Cornering show art Episode 166 - The Difference Between Handling and Cornering

Executive Protection and Secure Transportation Podcast

There are two words that are often used in the automotive industry and protective driver training vernacular the words are handling and cornering. To get a better understanding of how the driver interacts with the vehicle requires understanding the difference between Handling and Cornering. While conducting a driver training program understanding this interaction is a must – when running a secure transportation operation, knowledge of this interaction adds to the principal’s safety and security.

Episode 165 - Safety, Security, and the Science of G's show art Episode 165 - Safety, Security, and the Science of G's

Executive Protection and Secure Transportation Podcast

Ensuring the passengers’ safety and security requires the driver to have the knowledge, skill, and experience to control the vehicle when confronted with an emergency. The emergency does not necessarily need to be a security scenario; it can often be an accident-producing situation.  As we have mentioned many times in the past, research and science define driving skill as the driver’s “ability” to use the vehicle’s “capability.” Former  or Scotti School students know that we were and are anal about training our students to maximize the vehicle’s capability. The...

Episode 164 - Vehicle Dynamics and Passing show art Episode 164 - Vehicle Dynamics and Passing

Executive Protection and Secure Transportation Podcast

The topic for this week’s episode is Vehicle Dynamics and Passing. Passing the vehicle in front of you is one driving skill we often do but don’t give it much thought. Once you decide to pass a vehicle in an urban environment, realize, and remember that you and your car will be spending a good deal of time in the wrong lane. To give you an idea of how much time and distance, consider this scenario. If you are traveling at 50 mph or 80KPH and passing the average sedan or SUV going 40 mph or 64 KPH, you will need about 10 seconds and 736 feet or 225 Meters to complete the pass...

Episode 163 - A Dramatic Increase in Carjackings show art Episode 163 - A Dramatic Increase in Carjackings

Executive Protection and Secure Transportation Podcast

Hello, and welcome to episode 163 of the EPST podcast. I'm your host, Larry Snow. The topic for this week’s episode is the huge increase in carjackings. Statistically, driving the principal from point A to point B has been the highest risk the principal faces during their daily routine. A not so new risk needs to be added to that trip, and that is the dramatic increase, in fact, a staggering increase in carjackings in parts of the United States during the pandemic. If you are not familiar with the term, a carjacking is a violent, potentially fatal version of auto theft. Do a Google search...

Episode 162 - Reflecting on the Effects of COVID-19 on the Profession show art Episode 162 - Reflecting on the Effects of COVID-19 on the Profession

Executive Protection and Secure Transportation Podcast

As 2020 comes to a welcome end, we reflect on the effects COVID-19 had and look into its impact on the profession. There is no doubt that Covid-19 has changed Secure Transportation; the question remains: for 2021, how long the changes will last, and will those changes be permanent. It is impossible to accurately predict the overall impact that the COVID crisis will have on the Protection industry, but as we move into 2021, these are some thoughts and metrics. Thoughts and Metrics As in any crisis, those who can adapt to the changes will survive, and those who can't - won't. The...

Episode 161 - Assassination of Mohsen Fakhrizadeh show art Episode 161 - Assassination of Mohsen Fakhrizadeh

Executive Protection and Secure Transportation Podcast

The topic for this week’s episode is an outline of the assassination of Iranian Senior Nuclear Scientist Mohsen Fakhrizadeh. Mohsen Fakhrizadeh, dubbed the father of the Iranian nuclear program, held the rank of brigadier general in Iran's Islamic Revolutionary Guard Corps (IRGC). According to intelligence reports, he was responsible for Iran's development of nuclear warheads on ballistic missiles. On Friday, November 27th, 2020, at 2:15 PM, Fakhrizadeh was ambushed while traveling in an armored Nissan Teana on a rural road in Absard. In the past, we've conducted many forensic analyses on...

Episode 160 - Understeer vs. Oversteer show art Episode 160 - Understeer vs. Oversteer

Executive Protection and Secure Transportation Podcast

Understeer and Oversteer are terms used to explain vehicle characteristics, and they are important signals transmitted to you by the vehicle, it is how the vehicle communicates to you. It is the vehicle’s way of telling you what you should do next. In a nutshell, understeer and oversteer are the interrelationships of the front and rear ends of the car. If you drove around a corner or made an emergency maneuver that created 3200 lbs pushing on the CG of your vehicle – in the perfect world your tires would be pushing back 1600 lbs. front and rear. This would be called neutral steering, and...

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The topic of today’s episode is LinkedIn Opportunities for Your Business.

With over half a billion users, LinkedIn is the biggest opportunity to connect with not only your peers but potential employers and selling/marketing your products and services.

The Setup – What’s in a Name

The first order of business is to complete your profile as it offers several key branding and searchable elements.

There is the availability to add an image at the top of your profile.   Add one that depicts you as an individual or your business.

Profile image. So many profiles I’ve come across just have the ghost image. Avoid that if you can, granted OPSEC can be a legitimate concern, but by adding a face you literally are adding a face to your name and business. The image should represent who you are. Some suggest professional suit and tie, but if that isn’t you, the real you, why pretend?


I do recommend adding your real name as it adds authenticity to your brand. Again OPSEC comes in to play understandably, but even if you could do the first name, last name initial is better than a fictitious name like Hugh Erection (yes that is an actual name someone is using on LinkedIn, and incidentally, on Facebook).

The Headline section is very important, don’t skip this part. The headline is a good opportunity to introduce yourself – who you are and what do you do. The Headline also helps with you being found in LinkedIn search. For example, adding in social media consultant, protective services professional in the Headline will help your profile being found in the search results when a person searches for those keyword phrases.


Another area in LinkedIn profiles that I’ve seen lacking information is the Contact Information. You can add phone numbers, email, and links to websites and other social media accounts. You can customize the links so that it’s memorable and brand-specific.

Other information to add to your profile – summary, work history, schools, training, recommendations, and skills.  Don’t misinform or embellish.

Run the option play

An option, not a requirement, but one that I recommend, is to upgrade to LinkedIn Premium. Premium unlocks certain services that you can take advantage of such as LinkedIn Learning, which is an online education hub. As well as access to job and salary data and other features like who is looking at your profile.

Making the Connection

I would suggest that you be strategic – try not to get overwhelmed. Your focus should be on what companies may need your products and services. Follow the company, owners, founders, and employees.

Connecting with peers on LinkedIn is really a given, but still, be strategic about your choices on whom to connect with. Ask yourself – will this person provide me with value to help me or my business grow and vice versa; what or who is it that we have in common? Is this a future networking opportunity? In other words, don’t connect with everybody – keep in mind your goals for your business.

Finding Jobs, Comparative Analysis

Finding jobs isn’t hard on LinkedIn – being qualified is the difficult part. Look at jobs you’re interested in – what are the requirements? How can you achieve those requirements? What training is necessary? From a service provider or products supplier look at these jobs as a way to determine what the company is lacking – compare your services to the company’s needs.

LinkedIn Job search is among the best whether you are looking for a job or looking for your target market by looking at the qualifications and requirements for a job.

For example, I searched for an executive protection specialist in the United States.


After clicking on the job position for Snap Inc. you can see more detail on the second page.  Look at the qualifications and requirements. Questions to ask yourself – is this job something my or my business qualify to provide these services? Do you fulfill what the job entails? Does anyone I know work there, how can I get more information on the company? Is there a high turnover? Can I position my company to fit their needs? What is the pay?

With LinkedIn Premium you are provided with deeper analysis with information about other applicants who’ve applied for this position, the average tenure at this company, and hiring growth.

Content Marketing

I hope you’re getting the idea that LinkedIn is full of opportunities. An excellent way to draw attention to yourself (i.e. become known) and your company is by sharing information. Your content or other people’s content.  Whether it is video, images or the written word, content is the best way that I know of for your market to know, like and trust your brand. A trusted source of knowledge.

On LinkedIn, there are several ways to share content. The most prevalent is the news feed of LinkedIn. Here you can post/share content – not content for content sake but strategic valuable information for your market. You can upload your videos or share videos from YouTube. If you’re uploading videos, they have to be less than 10 minutes in length. Preface your content with a sentence or two on why it is relevant to your target market. Add relevant hashtags as they are searchable.

Late last year LinkedIn introduced the ability to upload documents to share in the news feed. So, this could be a checklist, a how-to, a giveaway or cheat sheet of some sort.

LinkedIn articles are created on LinkedIn and can be shared to Twitter and Facebook.  Articles are great for long-form content, connections do get notified although that is based on the algorithm. Articles are also automatically added to the news feed.

LinkedIn Live was announced last year. It gives you the ability to be live via video – aka live streaming directly on LinkedIn – both on mobile and desktop. Right now, Live is in early release to influencers to test and give feedback, but I’d suspect Live being fully released to all users by end of this year. Live streaming enables you to get real-time comments, it is also great for connecting with your audience, Q&A helps to fuel your content and marketing efforts, etc.

Whatever content you are sharing or creating – remember your market and your goals.


Advertising on LinkedIn – cost per click is expensive compared to Google and Facebook Ads – think dollars vs. cents. Our advertising on LinkedIn hasn’t been as successful as we had hoped, but that is just what our experience has been, not to discourage you. Ads will be seen on the feed and on the right sidebar on desktop, and the feed on mobile.

Company Pages

LinkedIn company pages recently had a makeover where it is more like a Facebook page.  You have branding opportunities here with the banner at the top, logo for the profile image, a brief headline section describing the business, and call to action buttons.

Add information to the About and People section. You can add company updates here such as new training, services products, etc.

I recommend that you visit other pages – competition or your target market. Follow the page to get notifications, take a look at their jobs, who works there that you may know. LinkedIn will let you know any connections who work at the company. Connect with the owners of the company and introduce yourself via messaging.