The LinkedIn Company Culture book

LinkedIn Confidential ©2013 All Rights Reserved 2







Business Plan


The best companies in the world develop a unique culture…

…It takes effort

“A ten-year study of the world’s fifty best businesses, including

Apple, concludes that those who centered their businesses on a

culture of improving people’s lives had a growth rate triple that of competitors in their categories.

John Stengel - “Grow: How Ideals Power Growth and Profit”

"A nation's culture resides in the hearts and in the soul of its

people".- Mahatma Gandhi

LinkedIn Confidential ©2013 All Rights Reserved

Yearbooks Foster Long Term Positive Emotions

Yearbooks are part of a students Journey

Yearbooks provide fond memories

Yearbooks promote personal and group talent

Individuals are the personification of a groups ethos

Our MissionHelp companies identify, develop, and promote their values and culture with ease and scale.

Problems.1. Producing a ‘Culture Book’ is time consuming. 2. Company cultures evolve, not stagnant. 3. Maintaining corporate culture is too much of a top-

down approach.

Solution.1. LinkedIn offers a platform to companies to produce a

special ‘Culture Book’2. An aggregation of profiles, events, insights, and special

custom data entry sections.3. Provided for a fee or for large HMS engagements.4. Printed or digitally produced and archived.


Editorial Co-create Publish

Users Company Social Media Manager

Employees, Social Media Manager

Employees,

Prospective employees

Alumni

Discovery

• Email campaign

• Company Profile

• Sales

• Employee requests

• Invitation

• Tagging

• Company group

• NUS, Notifications

• Social sharing

• Marketing, SEO

• Company profile

• JYMBII

Activity • Edit pre-populated content

• Plan overall design flow

• Invite employees

• Create content

• Interact with existing content

• Tag team members

• Verify & Approve

• View Profiles, Jobs, Products

• Like, Comment, Share

• Apply for Job

• Follow Company

16

Editorial App: Prepopulated content from LinkedIn’s data


17LinkedIn Confidential ©2013 All Rights Reserved

Editorial App: Connect other content source easily for rich media


Editorial App: Customize co-creation environment for employees


Co-create App:A social network for culture co-creation


Co-create App:Foster the sense of belonging


Publish: Culture book viewerPerfect material for talent branding


Publish: Culture book viewerPerfect material for talent branding

Benefit Summary

DevelopAllow individual

employees to add their personality over

time

SharePromote your culture

both internally and externally

TeachCreate the

foundation of the corporate culture

and values

LinkedIn

Our Mission:

Our Values:

Our Goals:

A yearbook is periodic event to honor, learn, and grow

Added Data

Profile completeness and company insight

Increase Value

LinkedIn is a broader enterprise tool

Grow MembersIncrease enterprise

member engagement

The benefits to LinkedIn go beyond goodwill

Talent & Culture

Relationships and personality matters

Brand & Hiring

Promote positive work-life and values

Value & Mission

Define, strengthen and reinforce

The benefits to companies goes deeper than company moral

LinkedIn

Our Mission:

Our Values:

Our Goals:

Implementation Plan


Editorial Co-create Publish

Users Company Social Media Manager

Employees, Social Media Manager

Employees,

Prospective employees

Alumni

Discovery

• Email campaign

• Company Profile

• Sales

• Employee requests

• invitation

• Tagging

• Company group

• NUS, Notifications

• Social sharing

• Marketing, SEO

• Company profile

• JYMBII

Activity • Edit pre-populated content

• Plan overall design flow

• Invite employees

• Create content

• Interact with existing content

• Tag team members

• Verify & Approve

• View Profiles, Jobs, Products

• Like, Comment, Share

• Apply for Job

• Follow Company

2013 Focus


Launch Strategy

Internal launch Pilot the product with some companies, setup a waitlist for other companies

to join Gradually open up the product to companies on waitlist until mid-November Company Yearbooks released by the end of the year for public


Technical Leverage

Megaphone: Content Editing

Treasury: Managing media

USCP: Social Interactions

Emails, Notifications: Communication with members

NUS: Posts by co-workers, updates to the yearbook etc.


Schedule

0 30 60 90

Editorial App DesignCo-create App

Design

Design Specs

Editorial App Frontend Co-create App Frontend

Editorial App Backend Co-create App Backend

Internal Launch

-15


Risks

Company Editors are unable to verify and approve the content esp. in large companies

Employees do not contribute in the fear that their testimonials will follow them forever

Companies facing difficult times might want to tightly regulate what their employees say or not create a Culturebook at all

Primarily, this is a create-once-a-year use case Companies are unwilling to share the email addresses for their

employees or the employees within teams Competition: Facebook or Twitter or any one of the social networks

decides to build a similar product for brands or companies Unable to scale fast enough to match demands / traffic Other members post invalid info or rumors about companies in comments


IP Protection

File for a patent describing the concept of yearbook personalized based on the viewer, the context


We're ready to memorialize the journey of every company!

Documents

The LinkedIn Company Culture book