LinkedIn Stories: Fail or Employer Branding Dream?

In late 2018, there were rumblings that LinkedIn would launch its own version of a stories feed. Critics believed it was just another platform itching to conquer Snapchat.

Now it’s June 2019, Instagram is the true leader in stories and LinkedIn is still preparing for launch. LinkedIn stories could be a huge fail or it could be an employer branding dream.

Companies have struggled with doing away with the polished workplace culture videos as they try to find a balance between quality and authenticity. Adding a story feature to LinkedIn automatically allows these companies to officially be less polished or well-thought-out while prospective employees gain a behind the scenes look at a company. 

LinkedIn is slated to go live with their stories feature at any moment. Meanwhile, they’ve revised the logo, developed their own custom font and defined a new color palette. LinkedIn is the woman that cuts her hair when she’s overcome a personal crisis.

Why it’s hotter than an IG story from Rihanna: Will this do anything to change the issues with job descriptions or the application process? I foresee the trendy companies using stories as a way to promote new jobs and asking people to swipe up to learn more. I’m unsure if all of these new ways to communicate are making us better or just further complicating processes that could be simplified. Look out for intern takeovers, content from the company thought leaders and IBM dominating the feature with kick-ass content about all the things they create.

Facebook Competing With LinkedIn by Adding a Job Application Feature

On February 16, Facebook announced that it will begin to allow users to apply for jobs directly through the platform. The social giant is trying to make it easier for businesses to recruit valuable employees through its channel.

Why It’s Hot:

Facebook is making moves to compete with LinkedIn on its core offering. There are many benefits for businesses to invest in ads specific to recruitment outreach on Facebook as opposed to LinkedIn due to the large audience and high volume of daily active users. It will be interesting to see how LinkedIn combats this with its paid offering and targeting capabilities.

Learn More:

Facebook Wants to Compete With LinkedIn by Adding a Job Application Feature

Social Doom & Gloom? Not so fast…

 

Social Media Companies Take a Beating as Results Fall Short:

A trio of social media stocks is getting pummeled this week, a sign that Wall Street may be unwilling to overlook missteps at some of its Internet darlings.

LinkedIn on Thursday plunged as much as 25 percent in after-hours trading after the professional social networking company forecast second-quarter sales that were weaker than Wall Street estimates. (Unlike many other social media companies, LinkedIn doesn’t depend on online advertising for its performance. On Thursday, the company posted a 35 percent jump in sales for the first quarter, exceeding estimates, with growth from services it sells to recruiters and premium subscriptions.)

The drop followed the declines of two other social networking companies:

Twitter shares are down around 25 percent this week after the company reported quarterly sales that fell short of expectations. (Twitter has had particular difficulty in the last few months persuading marketers to buy ads designed to prompt the viewer to take an action, like downloading an app or buying a product. The company’s inconsistent performance has intensified scrutiny of Dick Costolo, the chief executive, who has vowed to speed up product releases to attract new users and advertisers to Twitter.)

The local reviews site Yelp plummeted 23 percent on Thursday, a day after it too posted sales that disappointed Wall Street. (Yelp, which collects user reviews about restaurants and other local services, reported late Wednesday that its ad sales and user growth decelerated during the first quarter. The results suggested that it will be more challenging than expected to make money from the millions of people who check its free listings.)

Not all social media stocks are getting swept up in the maelstrom.  Facebook, which posted quarterly results last week, also reported sales that were lighter than Wall Street expected. Yet its stock withstood the headwinds, as Facebook continues to pull away from competitors by adding users to its main social networking site, as well as its Instagram photo-sharing app and WhatsApp messaging service. The company also is making money off newer lines of business, like video advertising.

Why it’s hot:

Robert S. Peck, an Internet analyst with SunTrust Robinson Humphrey, said in an e-mail that the stock declines this week were company-specific, rather than a reflection of broader investor dissatisfaction with social networking or technology.

The performances illustrate the way investors are questioning whether social media companies can keep their growth rates vigorous enough to justify their valuations. The stocks of all three companies had traded at relatively high levels, reflecting Wall Street’s giddy projections. Yet all three shattered that perception in their own way. And while many of these stocks are often volatile, with investors on edge about the weak economy, interest rates and other issues, shareholders increasingly have little tolerance for the slightest misstep

LinkedIn’s $1.5 Billion Lynda.com Purchase Is All About the Data

LinkedIn has acquired online education startup Lynda.com for approximately $1.5 billion, the company announced on 4/9.

The acquisition is LinkedIn’s biggest ever and gives the company a wealth of instructional videos on topics such as web development, photography and design. LinkedIn plans to promote these courses to its 350 million users, and the company’s brass is already theorizing about how LinkedIn’s wealth of corporate data can be used to suggest relevant classes. Here’s one such hypothetical from LinkedIn content head Ryan Roslansky:

Imagine being a job seeker and being able to instantly know what skills are needed for the available jobs in a desired city, like Denver, and then to be prompted to take the relevant and accredited course to help you acquire this skill.

LinkedIn is saying this acquisition is about “connecting people to opportunity.” That may be true, but it’s also strengthens the company’s data arsenal significantly, a smart move in today’s data driven digital economy.

Why It’s Hot

This is cool for a couple different reasons: From a data standpoint, it’s intriguing. But it may only be the start. As long as we’re imagining, consider the following two potential applications of Lynda data within LinkedIn’s core product:

  • LinkedIn recently launched a product that allows advertisers to buy ads across the web using its data. LinkedIn can now append Lynda’s valuable first party data to the offering should it so choose. Lynda’s data is goldmine for some advertisers — Adobe would probably love to get ads for its Creative Suite in front Lynda’s design students — and Lynda already seems to be using that data in some way. A visit to its Design section brought up 28 ad tags according to the browser extension Ghostery. Included among them were the ad exchange AppNexus and retargeter Criteo.
  • Much of LinkedIn’s revenue comes from its Talent Solutions platform, so it’s not a stretch to imagine recruiters getting notifications about people who complete courses for the skills they’re looking for. This could be a win for both parties. Recruiters get the people they need, and people in need get jobs. It would also make LinkedIn more indispensable, raising the bar for competitors to challenge it.

Source: http://adage.com/article/digital/linkedin-s-1-5-billion-lynda-purchase-data/297986/

LinkedIn Acquires Online Education Platform Lynda.com

As we think about expanding onto other social media platforms for our clients, we’ve been focused in on LinkedIn and their capabilities in recent months. So when this news about LinkedIn acquiring Lynda.com, an online education platform, was announced we found it very interesting as they make a move to boost their content offerings for users.

According to Adweek, “Through Lynda.com, people can watch videos and receive training in areas such as design, web, photography, business, 3D + animation and video. The deal was reportedly worth $1.5 billion.”

Read more here.

lynda

Why It’s Hot

The marriage between LinkedIn with its huge database of professional around the world, and Lynda.com seems to be a natural fit for the two websites by giving access to skills-based courses to allow professionals to close the “skills gap.” Both platforms believe in providing relevant content and knowledge to those who need to improve their skills in specific areas in order to move their career forward.

LinkedIn acquires Refresh.io

LinkedIn has announced its acquisition of Refresh, a startup that provides insights on people in your network. Refresh lets you “log in using Facebook or LinkedIn, and then provided you with relevant pieces of information about a contact such as your most recent interactions, recent and relevant news mentions and so on so that you could develop a more updated profile of someone you may not regularly follow all that closely.”

Why It’s Hot: It seems while Refresh’s integration to LinkedIn will help the latter become more of a competitor to sales-team-oriented platforms like Salesforce, there are potential greater usages to what TechCrunch calls “anticipatory computing.” It strengthens the networking channel overall by lending more specific insights into consumer behavior that can help to create a more robust advertising platform like that of Facebook.

Get Liam Neeson to Endorse Your “Particular Set of Skills”

For the upcoming movie Taken 3, starring Liam Neeson, the movie studies are embracing LinkedIn to lead a contest which will result in one lucky person winning a video endorsement by Liam Neeson that will speak to their skills and live on their LinkedIn page.

Apparently in the first Taken movie, Liam Neeson delivered a memorable line about his “particular set of skills,” which has become a catchphrase for the series. Given this, it seemed sensible to partner with LinkedIn to have Liam Neeson brag about someone else’s particular set of skills to generate buzz for the movie and engagement.

Read more about Taken 3’s social media effort on Adweek.

Why It’s Hot | Movies focusing on social media promotions leading up to their release is completely normal and expected nowadays. Twitter, Facebook, Instagram, and tumblr have all had their fair share of campaigns for hot new releases. What’s not expected is a movie using LinkedIn for a social media campaign. This is a great example of  media utilizing the organic popularity their movie gains – fans love the “particular set of skills” line, so the movie focused on just that for their big social media integration. That being said, it’s yet to be seen if the movie’s fans are active on LinkedIn and will engage with this effort.

Finding Your ‘Future’ Self

Crystal Ball

 

A few months ago, LinkedIn came to a man named Kurt Wagner with an unusual proposition. How would he like to meet his future self?

The offer came a few weeks after LinkedIn opened its publishing platform, meaning anyone on the service could write a blog post tied to their profile. He was looking for something personal to write about — and that’s when company reps suggested they could identify a user who fit his projected career path, predicting where he might be professionally in five years.

This is what the search yielded:

Mussarat-LinkedIn-Profile

Why It’s Hot:

LinkedIn does have its eyes on student users. As Roualdes mentioned, it’s the company’s fastest growing user segment. It’s an interesting opportunity for LinkedIn, a chance to move from supporting your career to actually predicting it.

sources: http://mashable.com/2014/07/11/linkedin-future-self/

Barbie Gets Her Own LinkedIn Profile

Taking the personality of “Entrepreneur Barbie,” Mattel has created a LinkedIn page for its Barbie brand entity. Claiming to promote “female empowerment,” the page appears as a celebration of female accomplishments in their careers.

Barbie

The page is written in the first-person, bringing Barbie to life postured with a profile not unlike that which real person might have, while still maintaining the signature brand voice. In her profile, Barbie describes herself in the context of her 150+ careers and her new fictional company “Dream Incubator”:

“My new business is ‘Dream Incubator’ where I act as a consultant, helping girls around the world play out their imagination, try on different careers, and explore the world around them. Our company tagline is ‘If you can dream it, you can be it!””

Why It’s Hot

There is no question that Barbie is the unequivocal #1 toy brand for girls. But in the context of recent market backlash from new competitors like GoldieBlox, the Barbie brand is under siege in ways that haven’t ever been before. Barbie’s LinkedIn page is an interesting approach to positioning Barbie as a pro-empowerment brand, without doing much damage to hurt Barbie’s existing market position as a traditional and hyper-feminine “girls toy.”  As a LInkedIn page, Mattel is clearly not trying to engage young girls themselves. Rather, the page is likely a ploy to generate press by reaching parents, mommy bloggers and influencers that might otherwise question whether Barbie is a truly appropriate toy to give our next generation of girls.

Via DesignTaxi

LinkedIn’s Content Marketing Additions

LinkedIn is introducing some new tools for businesses hoping to attract a following with their LinkedIn content.

First up, there’s a content marketing score, which measures the total effectiveness of a businesses’ LinkedIn content. It’s calculated by taking the total number of unique LinkedIn members who engaged with a company’s Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts, then divides that by the total audience of active LinkedIn users that you’d like to reach. In other words, it tells you what fraction of your target audience you’re actually reaching.

One aspect of content marketing is knowing what to talk about, so to help with that, LinkedIn says it will be providing a list of topics that are popular with your target audience. It’s not exactly a new idea to identify trending topics on a social network, but in LinkedIn’s case, it sounds like this is more of a tool for marketers than a consumer feature.

content-marketing-score

 

Why It’s Hot:

It is amazing that social media networks continue to innovate add new things to themselves. LinkedIn is a powerful network with a strong and influential reach to its audience. Though it is primarily used for recruiting and hiring purposes, this addition makes it to ultimate B2B marketing playground.

Read the article here

Amazon Mechanical Turk – the future of work marketplace?

In 2005, Amazon marketplace was already quite large and included a lot of duplications. To weed them out, Amazon came up with an idea to pay some cents to its users to report the duplications. The Mechanical Turk was born. But its purpose changed quite a lot since 2005.

Amazon describes Mechanical Turk as a marketplace for work that requires human intelligence. The Turk gives businesses access to a diverse, on-demand, scalable workforce and gives Workers a selection of thousands of tasks to complete whenever it's convenient.

The task is called a HIT – Human Intelligence Task – a question that needs an answer. A HIT represents a single, self-contained task that a Worker can work on, submit an answer, and collect a reward for completing. Right now, the Turk has 483,533 HITs waiting for solutions. The range of tasks spans from surveys to transcribing the audio.Fund your account -> Load your tasks -> Get results – Solution for those who want to get results

Find an interesting task -> Work -> Earn Money – Solution for Workers who want to get paid

Why It's Hot

I think this is one of a kind platform so far… Amazon blog lists case studies of how other companies are using the Turk. For example, Twitter relies on Mechanical Turk to improve real-time searches. University PHDs are able to complete surveys in no time without hitting the streets. LinkedIn is able to manually transcribe tens of thousands of business cards each day to support CardMunch. Is it a future of a real global workforce?