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3
AGENDA
1 LinkedIn
Overview
2
Brand Basics
3
Connections
Matter
4 Graduate to
Content
Connect to Opportunity
Create economic opportunity for every member of the global workforce
Our vision
5
Connect the world’s professionals to make them more productive
and successful
Our mission
For our Members
The professional profile of
record
Identity Connect all of the world's
professionals
Networks Knowledge The definitive professional
publishing platform
SlideShare Influencers Pulse Groups
Data & Insights
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*
32M
433M+
Professionals
join daily
Spend Time
Personal Networks
Invest Time
Professional Networks
Info on friends
Info on personal interests
Entertainment
Kill time
Socialise
Maintain professional identity
Make useful contacts
Updates on brands
Knowledge & current affairs
Career info
Source: The Mindset Divide research study, TNS, September 2012
Mindset: Social v Professional Networks
LinkedIn elicits trust amongst professional users Social Network association with “a trustworthy source of professional content”
among frequent/occasional professional users
71% 40% 31%
Facebook Twitter
Source:LinkedIn/Millward Brown Mindset Divide Study, 2014
So, what does this
mean for you?
Brand Basics
LinkedIn is more than
just a job board.
It’s all about the feed
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This is the key to
unlocking
opportunity
But you can’t be in the feed,
if you don’t have a profile
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So, let’s get you to “All Star”
profile strength!
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1. Background photo
2. Professional headshot
3. Title, Industry, 500+ Connections
4. Tiny URL
5. Summary (3 Paragraphs)
6. Work Experience
7. Skills
8. Volunteer Experience & Causes
9. Share, Upload, Publish
Professional Profile
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OPPORTUNITY
What you
know Who you
know
20
Connections Matter
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Start with Your Education Network!
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PROFILE DATA
SCHOOL
GRADUATION
GROUPS
A MEMBER’S PROFILE
LOCATION
DEGREE
JOB TITLE
FIELD OF STUDY
COMPANY
SKILLS
NAME
AGE
GROUPS
IP ADDRESS
FUNCTION, SENIORITY
SIZE, INDUSTRY
SKILLS
University of Toronto
Class of 2011 = 29 years old
CMA, LEWIS, Social Tools
Toronto, ON, Canada
Bachelor of Science
Sr. Marketing Manager = Marketing Function + Sr. IC Seniority
Communications
Simply Measured, 51-200, Industry
SEO, Social Media, Digital Marketing, Blogging
Danie Smith
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Research Companies
• Company information
• How You’re Connected
• Employees and Followers
• Updates & Industry News
• Similar companies viewed
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29
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So now you’ve got the
basics down…
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Graduate to Content
More engagement
with content vs. jobs
7x
Content
Jobs
32
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• Discover articles by publishers
• Trending articles by Industry
• Daily news
• Posts by your connections
Political content on LinkedIn receives 44% more engagements than non-political content
Politics Topic includes: Public Policy, Government Relations, Government & Administration, Politics, Politics and Government, and Law & Government Channels
Top content is based on engagement numbers i.e. the total numbers of clicks, likes, comments and shares for that particular content piece.
Engagement
Top 100 content pieces
(Sept 2014 – Sept 2015)
Followers
Top 20 pulse topics
(Sept 2014 – Sept 2015)
50% 50% 30% 14%
Politics Non-politics
Politics Non-
politics
Q8: Thinking about the topic(s) you are interested in, how interested are you in reading about these topics on LinkedIn? Multiple-select
Sample: All Respondents (n=5005)
Top 5 preferred Government topics on LinkedIn
Healthcare Jobs/
employment
Economy Taxes Education
Members are very interested and engaged in policy content
%
Content can change your life
Some Tips!
Questions can get up to 50% more comments
Links to articles can get 45% more engagement
Top tips and “best of” lists get up to 40% more clicks
Videos are the most powerful for engagement
See who is viewing
Measure the impact
Identify trends
Understand your
audience
Now it’s YOUR turn….
The professional profile of
record
Identity Connect all of the world's
professionals
Networks Knowledge The definitive professional
publishing platform
SlideShare Influencers Pulse Groups
Data & Insights
©2015 LinkedIn Corporation. All Rights Reserved.
