LinkedIn-101 / Masterclass exclusively for Newmag Signature Club

The presentation of the LinkedIn 101 manual was held during Newmag Winterfest 2026. During the meeting, Karapetyan spoke in detail about personal brand development, professional self-presentation, and the effective use of the LinkedIn platform. He also shared practical recommendations on building a credible professional image, expanding valuable connections, and leveraging digital platforms for career growth.

The author noted that LinkedIn has evolved from a simple social network into the world’s largest business-oriented online platform. Unlike Facebook, where around two million users from Armenia are registered, LinkedIn currently has about 482,000 Armenian users. According to Karapetyan, LinkedIn remains one of the most underutilized social platforms in Armenia, although it is primarily chosen by people with a business-oriented mindset.

He emphasized that not all of the 482,000 users are actively engaged on the platform, but they already understand its value for establishing business contacts and finding professional talent. Karapetyan also highlighted LinkedIn’s importance as a B2B communication environment, describing it as one of the world’s largest business hubs, where approximately 65% of global decision-makers are registered.

“LinkedIn is not a place for entertainment content, gossip, or casual communication,” he said. “It is a global business center. If we want to succeed in business, we must be present on this platform, especially considering that it brings together people who have real decision-making power and business mandates.”

During the masterclass, Karapetyan demonstrated practical steps on how to create a LinkedIn account, properly introduce oneself professionally, present one’s occupation or business activity, and develop a profile that is visible and credible within the business community.

He also shared his personal experience, noting that after becoming more active on the platform, he began receiving more invitations to conduct seminars, provide business consulting, and participate in podcasts, as well as gaining new clients.

At the end of the session, Karapetyan answered questions from members of the Newmag Signature Club, helping them learn how to present themselves effectively on LinkedIn and build professional connections that can strengthen their personal and business brand — one of the key tools for achieving long-term business success.