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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My new favourite Twitter tool

Yes, I love Twitter. And I write about Twitter tools a lot. But that’s only because there are so many awesome and clever things out there. And RiteTag is my new favourite (sorry Buffer, I still love you too…)

RiteTag is a seriously clever tool for figuring out which hashtags to use. I have tried hundreds of hashtag tools, and generally been unimpressed. This one is much sleeker and much more impressive.

So when you log in, the first thing it will do is analyse your own Twitter feed. You can run 10 of these audits a month for free or go pro to get more. Here is a sample from my own personal feed (note most of these aren’t very good because I’m often quite lazy with hashtags on my personal account…)


You can look through all the recent hashtags you have used and see what similar tags you could have used. For example, #NowPlaying is ridiculously overused (not a surprise, as Spotify adds it automatically when you share a playlist). If I actually wanted people to see the tweet, the drop down box informs me that #Spotify would have been a better choice. It’s not perfect, because it also suggests #ValentinesDay as a suitable alternative, but this can easily be resolved with a little common sense.

As well as reviewing this for my own posts, I can also run searches from any Twitter users, from tweets I have favourited and by uploading planned tweets in bulk (up to 100). Again, you get a certain amount for free each month and can then go pro to get more.

Finally, you can create and schedule tweets within the tool. Obviously there are several other tools that do this very well, and this may not be the best option for our clients. However, if you have a chance, I would recommend having a play with it – it is extremely well set-up for split testing and might be a good option for, say, outreach campaigns where we are posting a lot of very similar tweets. If you do create and schedule through RiteTag, you can also build up an idea of what hashtags perform well, which could be really useful on an ongoing basis. Obviously I’ve only just started playing, but you can see below what analytics I currently have available:


I know there are a billion Twitter tools out there, but I really, really recommend you give this one at least a cursory glance. Even if you only log in once a month to see what hashtags are worth using for each of your clients. It could be a great way to build up a bank of effective hashtags.

Just remember, it is still in beta, so things are likely to change a bit and it is a bit slow sometimes… But it really is worth persevering with!

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Content Discovery: #NewKlout

“Content Discovery” is sweeping the social networks, with Facebook recently releasing the Paper app (a ‘re-imagining of the News Feed), and LinkedIn using Pulse to share content. Now Klout have launched #NewKlout!

Whilst Klout is well known for scoring  influence on social media, #NewKlout aims to raise your influence score by highlighting interesting content for you to share, tailored to what “will strike a chord with your unique set of friends, fans, and followers”.

You can share this content through Klout, which will be measured by your Klout score rising and falling. You can add and remove content topics, to tailor the types of things you’ll see.


Find out more about #NewKlout here:

I’m currently experimenting with sharing content through Klout, as it allows you to create, schedule and measure the impact.

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Social Recruiting in 2014

It’s that time of year when everyone is thinking about what next year will bring. I would suggest that nowhere is this currently more prevalent than social media marketing, where there seems to be another predictions blog post everywhere I look. So rather than creating my own from scratch, I am going to select some of my favourites from this ebook, ‘Social Recruiting Predictions and Trends for 2014‘.

1. “You need to know all the platforms that your community visits and tap into the stream to find, identify and attract the best talent.” Lori Ruff, CEO, Integrated Alliances

“Social media serves to amplify real life”. I love this concept and I think it expresses very clearly why the use of social media is continuing to grow and grow. I do imagine that in the near future, using social media for both recruitment and marketing in general will become normal. It is getting there, but there’s still progress to be made. On the flip side, I think that Lori makes a good point in that it is important to actually understand social media and that those who do not understand it will not succeed. This means we really need to focus on really ensuring our clients understand why we do what we do.

Lori’s recommendations for channels to watch (Google+, Facebook, Instagram, Tumblr, and Triberr) are also interesting. In particular, I have been wondering if we should be thinking about Tumblr for future grad recruitment.

2. “True social media recruiting does not include simply posting jobs to social media sites such as Facebook or LinkedIn.” Steven Rothberg, President and Founder,

It genuinely amazes me how many people still think this is a valid strategy. I think posting jobs is useful but it really needs to be part of a wider and much stronger content strategy. I really hope companies stop doing this soon (and if they don’t, we should start approaching them and showing them how we can help them do better…)

3. “Companies who are still resistant to social media in 2014 will need to begin embracing it without fear.” Katrina Collier, Speaker, Trainer and Writer, Winning Impression

One thing that came out of my recent strategy work that was quite interesting was that, even in the financial services industry, which used to be extremely controlling of employee activities on social media, there is a gradual shift towards openness. Companies that used to ban employees from mentioning their employer are now encouraging these same employees to promote their employer brand through social media. While usage varies from industry to industry, there is now a much wider acceptance of the value of social media.

There are still examples of companies getting it very wrong, (e.g. the recent J.P.Morgan Twitter Q&A incident) but the majority of these issues can be ignored by being considerate of your audience and posting sensibly. For most companies, the biggest damage now is likely to come as a result of not being part of the conversation.

Final thoughts: LinkedIn

It is interesting to note that there are two entirely conflicting approaches to LinkedIn:

  • “LinkedIn will begin to decline in use because it is so saturated. There are new resources, services and strategies that can provide more success and at a lower cost per hire.” Jessica Miller-Merrell, President and CEO, Xceptional HR
  • “LinkedIn is a hot, hot place to be and not to be ignored in 2014!” Viveka von Rosen, Founder, LinkedIntoBusiness

I can understand Jessica’s point. A lot of people find LinkedIn confusing and don’t use it to its full potential (or at all once they have created an account). It really doesn’t help that LinkedIn frequently carries out major overhauls with no explanation, which doesn’t create a great user experience. It also struggle with spam and abuse from recruiters, and LinkedIn’s recent efforts to prevent this have had very little impact.

However, I think Viveka is right in that there is still a lot of potential. We will have to make sure we are using LinkedIn intelligently, but I think there is still plenty of scope to get value from it. I agree with Jessica’s point that there is plenty of value to be gained from content marketing and producing ebooks, blogs, whitepapers, etc. But LinkedIn can be a great platform to distribute this content on.

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What’s in store for social media in 2014?

It’s a New Year and of course everyone is getting in their predictions for what’s going to be big in 2014. I’ve taken a look and compiled a list of some that caught my eye.

  • Employee Brand Ambassadors: Each employee has influence in their own social network, so the more employees who can help share the company’s social media messages, the broader the reach a company can achieve in social media.
  • The rise of social storytelling: Shifting focus from ‘telling’ to highlighting their ‘story’.
  • Visual content will continue to dominate: Creative and fresh ways of incorporating visual content will be highly important this year.
  • New channels to consider: SnapChat, Instagram, Tumblr, Vine, YouTube. These may not be new, but interest in them is certainly peaking.
  • A growing importance of mobile strategy: It’s not enough to have a mobile friendly website, we need to think about how content strategy works with mobile – shorter pieces might work well here.
  • Google+ will continue to rise: It will become a serious threat to other networks.
  • Focus on Advertising: Native Advertising, Paid Advertising and sponsorship, Social media as an ‘Advertorial’. Monetization is big news and companies are looking to pay more for social media advertising.

What else do you think is going to happen in social media in 2014, and how can we utilise this to deliver the best service?


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Social Media Developments – 13/08/13

SoundCloud and Google+ combine forces for embedded posts

The music sharing service, SoundCloud, that lets users upload and distribute their original sounds, announced that the company has integrated with Google+ to embed sounds directly into Google+ posts.  When users share the SoundCloud URL to their Google+ circles, the widget will appear automatically in the post. You can read more about the amalgamation, here:

Twitter’s TweetDeck gets a makeover


TweetDeck’s new features include:

  • You can now reply to multiple users mentioned in a single tweet by simply clicking the “reply” button.
  • You can preview your image before tweeting it and remove it by simply clicking the small ‘x’ in the image’s upper right-hand corner.
  • When sharing a link, the URL will appear at full length while you draft your tweet, but the site will automatically register its length at 22 characters. This means that you can ensure you’re sending out the right link without calculating how much room is left to type.
  • TweetDeck will auto-generate usernames and hashtags as you type.

The new features will roll out gradually.

Facebook 819 million mobile users

Facebook now has 819 million unique users logging in via mobile each month. This means that we’ll have to ensure Facebook content is short and concise – no candidate wants to read a massive essay on their mobile phone. They’ll simple ignore and move onto the next exciting post.

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Social Media Developments – 15/07/13

Facebook’s ‘new’ Graph Search

Facebook has announced a new ‘advanced Graph Search’ that’s a “new way to find people, places, photos and interests on Facebook” [Source: A New Twist in Facebook’s Graph Search Tale]. Facebook have highlighted the change with a reminder on users’ home pages. Facebook are also working on making Graph Search easier to use, with more advanced features.

New features and integrations include:

  • Easier to view and use interface
  • Fastest way to search and showcase results
  • More relevant results
  • The new tool understands more and different ways of asking questions

Facebook are also working on a mobile version of Graph Search.

Twitter syncs Direct Messages

Twitter have rolled out the ability to sync direct messages across all apps. This will make keeping up to date from various devices a lot easier. The update coordinates with Android, iPhone, iPad, Mac,, and TweetDeck.

Users will need the latest version of each app to ensure they are synced.