Linkedin at work

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Linkedin at work

This work is subject to a Creative Commons Attribution 3.0 licence. It allows the reproduction, distribution, public communication and transformation to generate a derivative work, without any restriction providing that the author is always cited (Generalitat de Catalunya. Departament de la Presidència) and this licence does not contradict any specific licence that an image within this report might have and the rights of the image prevail. The complete licence can be consulted at http://creativecommons.org/licenses/by/3.0/es/legalcode.ca.

Directorate General for Citizen AttentionGeneralitat of Catalonia

www.slideshare.net/gencat

Barcelona, April 2010

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1. Introduction

“Linkedin at work” Generalitat de Catalunya. DG for Citizen Attention. Barcelona, April 2010 CC – BY 3.0

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Linkedin is an interactive website platform for professionals to exchange experiences in order to improve their work praxis.

According to Wikipedia, Linkedin is a business orientated social networking site which encourages professionals to contact qualified professionals with the aim of collaboration.

The portal permits the creation of groups of interest on specific initiatives or projects, ask or answer questions, publish or look for jobs...

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Data on Linkedin

- Year created: 2003

- Current number of members: 60 million (1 register/second or 1 million/12 days)

- Growth horizon: 500 million

- Average age of the members: 43 years old

- Composition by genre: 65% men and 35% women

- Average annual income of members: 78,000 €

- Market: USA, Europe... It is global


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Uses

1. Interaction platform. Main use.

2. Instrument for professional contacts, to find a job or to identify other professional areas. Especially to recruit executives.

3. For this reason, headhunting companiesinfiltrate in the discussion groups in order to find potential candidates.

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Where does Linkedin obtain profit?

1. Recruitment service for companies and headhunters. Different programme solutions to obtain advertisements for job offers and at the same time to ensure that the availability of the professionals to occupy these posts is not made public.

2. Marketing solutions. So-called geographic services which are tools used by companies to ensure that a message reaches people with a specific profile. On the other hand, advertising is not related with the activities of the members (like Adwords) but it is classified by sectors and other profiles. It is less intrusive.

Linkedin business model

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2. Platform elements


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The key elements

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1.Define correctly the different group/s. Interaction is richer if this is/these are well defined.

2.As it is a platform for interaction, it is good practice to participate and relate to others. Thus, it isintegrated with office automation tools (connection with Outlook) and an application has been developed for a BlackBerry.


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These are:

1.Open.

2.Closed. Access is by invitation.

In all cases, privacy of the contents of the group is guaranteed. The groups are not indexable.

Linkedin is a network for individuals and it is not a good idea for organizations to open personal profiles tempted by the idea of having a public URL of the type:www.linkedin.com/in/nomusuari

The groups


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How can we manage several groups of a same organization on Linkedin? Proposal:

1. One group per department/area/division.

2. One common administrator-owner (an individual) for all the groups of the organization, who awards rights of administrator for each departmental group.

As always, as in all social media tools, it is a question of encouraging

Management of the groups of organizations on Linkedin

decentralized management without running risks for the existence of the profiles/accounts/mailboxes and data protection.


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1. Summary. To highlight a specific debate/question. Take advantage of Linkedin to generate debates that provide high value from entire debates initiated on own instruments such as blogs.

2. Debates. Forums to debate topics.

3. News. Publication by feeds.

4. Work. Advertisements for jobs.

5. Subgroups. These are created.

6. Group management and other aspects.

It is necessary to promote the groups in external environments (blog, Facebook, Twitter...) as Linkedin does not facilitate dissemination.

Sections of a Linkedin group


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3. The ‘gencat’ group on Linkedin


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The ‘gencat’ group

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1. Make own promotion of ‘gencat’ group (blog, forums, etc.)

2. Automate the publication of contents in the section ‘News’with feeds (via RSS) of the contents published on the other repositories and networks (mainly Twitter, blogs, Facebook...).

3. As debates on topics use the blog as a vehicle, on Linkedincomments of the ‘digest’ style or key summary of the contents debated in the second last post are published manuallyin the ‘gencat blog’. This permits a refining of the discussion (the work) on the network of what is debated in the main tool, the blog.

Strategies in content management of the ‘gencat’ group


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Thank you!

Linkedin at workDirectorate General for Citizen AttentionGeneralitat of Catalonia

www.slideshare.net/gencat

Barcelona, April 2010

This work is subject to a Creative Commons Attribution 3.0 licence. It allows the reproduction, distribution, public communication and transformation to generate a derivative work, without any restriction providing that the author is always cited (Generalitat de Catalunya. Departament de la Presidència) and this licence does not contradict any specific licence that an image within this report might have and the rights of the image prevail. The complete licence can be consulted at http://creativecommons.org/licenses/by/3.0/es/legalcode.ca.

Business

Linkedin at work