Social Media 4 Recruitment

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LinkedIn’s Vision for the Next 10 Years – A Round-Up

LinkedIn CEO Jeff Weiner recently delivered the LinkedIn 2014 Company Presentation; outlining growth, value propositions for both members and customers, their vision to create economic opportunity for every member of the global workforce, and the development of the Economic Graph.

LinkedIn’s Mission Statement: “Connect the world’s professionals to make them more productive and successful”.

Jeff cites “professionals” as the most important word in that mission statement.

Here are a few key growth stats:

  • They’ve grown from 32 million members at the end of 2008 to 277 million members at the end of 2013.
  • Page views have grown from 2 billion to 47 billion in the same time period.
  • Mobile traffic has grown from <2% to 41%
  • Revenue has grown from $79 million to $2,529 million

Core value proposition: Connect talent with opportunity at massive scale

Jeff reiterates that LinkedIn have a continued focus on placing their members first. They are focused in 3 areas:

Professional Identity:

The professional profile of record

The aim is for members to leverage LinkedIn to be able to connect, find or be found by other professionals. It all starts with the personal profile, which is increasingly replacing the CV. People are now updating their profile when they’re not looking for work because it reflects their professional personality. Profiles should not just reflect what they do, but represent them visually with rich media such as pictures, videos and presentations. Adding to your profile “at the click of a button” is key. Users could add certifications once completed and employers will be able to search for these kinds of qualifications through the recruiter platform.


Connecting all of the world’s professionals

600 million knowledge workers and students, or ‘pre-professionals’. They are going to be localising LinkedIn into simplified Chinese. There are 140 million professionals and students in China. Students represent a huge opportunity. Last year LinkedIn rolled out University profiles and are continuing to invest in tools to leverage LinkedIn for students. Reaching out to alumni is also key.


The definitive professional publishing platform 

  • Slideshare
  • Groups
  • Pulse
  • Influencers

These assets are generating over 80 million unique users per month, which ranks LinkedIn as one of the top business publishers on the internet. One of the key successes has been their Influencers programme, where experts can publish their thoughts and knowledge and be followed by members. On average, Influencer posts have generated over 30,000 views. LinkedIn have recently opened this up to more people. Now, every member of LinkedIn can share their expertise. These posts are also immediately integrated into the person’s profile as they hit publish.

For customers, LinkedIn transform the way they:

Hire: LinkedIn powers half of all the hires that their talent solutions customers are generating. LinkedIn have emerged as the leading platform for passive candidate recruiting at scale. They want to invest in the volume of jobs and the ability to match the right member to the right job at the right time.

Market: LinkedIn want to be the most effective way for marketers to engage with professionals. Marketing solutions customers are able to integrate content on a paid basis directly into the home page news stream. Quality of content is very important. 70% of revenue from sponsored updates is from mobile.

Sell: LinkedIn want to be there at the start of every sales opportunity. It’s still early days, but they want to emerge as a leader in social selling. There are 3 key focus points here: Find, Connect and Engage.

Another key theme for LinkedIn in Mobile. They have a multi-app strategy. In 2014 they expect to reach their “mobile moment”, where over half of all of their traffic will be coming through mobile.

Thinking bigger: The next decade:

LinkedIn’s vision: “Create economic opportunity for every member of the global workforce”

LinkedIn are really looking to make this happen in 3 key areas:

  1. Find work
  2. Realise your dream job
  3. Be great at what you do

Key challenges:

  • The youth unemployment rate in Europe is 23%.
  • There are 4 million available jobs in the US.
  • China want 250 million people to transition from rural China to cities by 2025 to create a thriving middle class. This would be the largest such migration of human capital in the history of civilisation.

The Economic Graph:

LinkedIn want to develop the world’s first economic graph. To digitally represent and map the global economy.

  • To create a digital profile for every member of the global workforce
  • To create a digital profile for every company in the world
  • To have a digital representation of every job offered by these companies
  • To have a digital representation of every skill required to obtain these jobs
  • To have a presence for every higher education organisation and learning and development tool that would enable members to obtain those skills
  • To overlay the professionally relevant knowledge for every one of those individual members, companies and universities to the extent that they want to share it
  • To then step back and allow capital – intellectual, working and human – to flow to where it can best be leveraged and in doing so, transform the global economy.

The building blocks:

  • 277 million members
  • 3.5 million active company profiles
  • 300 thousand jobs
  • 3 billion endorsements
  • 24 thousand schools and universities
  • Billions of network updates on a weekly basis

The only thing standing between LinkedIn and the realisation of this economic graph is scale, which will simply require time.

Watch the video: LinkedIn’s Vision for the Next 10 Years


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Social Media Developments – 5th July 2013

LinkedIn adds new features to homepage

LinkedIn has added 2 new features to its homepage – the first, Who’s Viewed Your Updates, the second, You Recently Visited. The first of these could be particularly useful in reporting a more detailed breakdown of reach, showing the number of views, likes and comments for each of your status updates over the past 14 days. The views will also include 2nd and 3rd degree connections, rather than just 1st.

The You Recently Viewed section allows you to maintain engagement with these individuals.

LinkedIn’s aim of these changes is to make your homepage more personalised.

LinkedIn reaches 300 million company pages

  • Over 500,000 have been added in the past year.
  • LinkedIn believes the following updates are most popular: inside looks and interviews, employer branding and career opportunities, tips and best practices, fun facts and quotes.
  • But I wonder how many are duplicates?

Facebook updates comment sorting

Since the introduction of being able to reply to individual comments on Facebook, they’ve now introduced a feature which enables users to search by top comments on pages, i.e. those that have received the most engagement, similar to the way Twitter categorizes searched tweets by ‘Top’ or ‘All’. The alternative option is to search chronologically.

You are also now able to post images in comments, allowing for one post to stem into many or to post a series of related images in, effectively, one post.

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Social Media Developments – 21st June 2013

Instagram launches video

Yesterday, Instagram launched the facility to upload videos to the service – presumably in an effort to compete with Vine and try and increase the usage of Instagram as a whole.

LinkedIn allows media in updates

In addition to adding media to LinkedIn profiles, you can now add images, documents and presentations to updates on the LinkedIn homepage.

Facebook removes Sponsored Stories

In an effort to streamline its advertising options, Facebook is reducing its current offering of 27 types of adverts to 13.The changes are summarised below:

  • Sponsored Stories in their current form will cease to exist. These have been removed for privacy reasons – so to not use individual’s names and photos on advertising – and been replaced by social ads.
  • Questions for pages and Facebook Offers are being removed entirely.

Google+ dashboard

Google+ pages will now see a dashboard in order to update their information across multiple Google services, e.g. maps, search and Google+. It also allows you to start advertising with Adwords and provides information on searches.

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Social Media Developments – 7th June 2013

Facebook launches verified pages and profiles

These new pages and profiles allow authentication for celebrity or product pages. Facebook is still rolling this out, but once available, can be seen by the ‘Verified’ tick next to the page/profile name.

Twitter adds additional security

Twitter has added a second verification stage to the login in proces to ensure the user is who they say they are. This is one worth mentioning to clients to warn them this will happen. Users will be asked to register a verification email address or phone number.

LinkedIn launches new navigation bar

Some of you may have noticed that LinkedIn has updated it’s look yet again with a new navigation bar. I’m actually a fan of this (once you work out where they’ve moved features like groups etc.) as the look is more simplistic and makes it easier to move around within LinkedIn. This seems to have been on some profiles for a while, but it’s still in the process of being rolled out.

Twitter launches lead generation cards

These cards specifically allow marketers to gather information directly from tweets – could be useful for collecting information about candidates interested in certain jobs. Currently this is only available from Promoted Tweets.

Useful tool –

Owned by Hubspot, this is a free tool showing most influential tweeters and potential reach. This could be useful for monthly reports.

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Social Media Developments – 24th May 2013

Yahoo buys Tumblr

Yahoo seems to be back in the market of trying to compete with oogle by buying Tumblr earlier this week. There is trepidation with this purchase, as users are unclear on exactly what Yahoo plans to do with Tumblr in the coming months. There’s speculation that Yahoo may merge Tumblr with Flickr to compete with Instagram, but it’s still early days. Definitely one to watch.

LinkedIn introduces sponsored content into the newsfeed

This sounds to me much like Facebook’s situation – LinkedIn is trying to find new ways to monetise their platform. There seems to be little published information on this as yet so I guess it’s a case of waiting to see what happens.

YouTube launches paid channels

Currently only available to a select group of partners, YouTube has launched channels that users will have to pay to use, as a way for content generators to monetize their channel. Subscription starts at only $0.99 a month, so this isn’t going to be particularly restrictive for users, but could be seen widely rolled out across the channel over the next few months.

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Adding rich media to profiles

Now that LinkedIn is rolling out the ability to add rich media to personal profiles, I wonder if we should be providing clients with some rich media to share.

If you can add rich media to your profile, you will see the following when you visit Edit Profile:


We can either upload files or link to resources online. There is a massive range of content providers supported (full list here), but some of the most interesting ones include:

  • Pinterest
  • Twitpic
  • YouTube
  • Prezi
  • Slideshare

Most common file types are also supported, including PDF, PPT, DOC, PNG, GIF, JPEG.

I think if we are able to create any relevant content to distribute on client LinkedIn profiles – or recommend they use any existing resources – this would be a great boost to their LinkedIn presence.

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Importance of LinkedIn company profiles

Some interesting stats from The Undercover Recruiter:

  • There are nearly 3 million company pages on LinkedIn.
  • 61% of LinkedIn members are likely to share information they see in a company update.
  • 79% of followers are interested in a company’s job updates.
  • 65% of followers expect you to interact with them.
  • 88% of LinkedIn members follow companies.
  • The average LinkedIn member follows 6 companies.

What are we currently doing on company pages for each of our clients? Could we do more? Are we tracking traffic from company updates to client websites?