How LinkedIn Stays Connected

by Nick Trenchard | January 23, 2013

linkedin

After years of guesswork, experimenting and sneaky social engineering, LinkedIn has finally got it right.

The professional networking site is increasing its revenue by a key few factors in the past few years and a large part of their reemergence comes from the genius mind of four-year CEO Jeff Weiner.

Under his watchful eye, the company has made its recruiting products its top priority. Recently, the site is hoping to draw in more subscribers by enabling companies to build their own websites on LinkedIn; and its proving to be the firm’s biggest leap forward.

“Developing that company site on Linkedin was a key project for us,”Janet Bourland, senior corporate recruit with Xactly Corp. (per bizjournals.com). “We showcase the benefits and jobs that we are trying to fill, while giving a sense of culture and work environment we have.”

These new company sites on LinkedIn — which cost as much as $8,200 per year — tally about 55 percent of the professional networking site’s sales, up from 22 percent in 2009. And if you’re a recruiter, it’s basically a must-have in order to keep up with the competition.

One of the convenient tools that LinkedIn subscribers have is the ability to see what professionals have viewed your company site and which of them having matching backgrounds that headhunters are looking for. In turn, the tool cuts down on the cost of internet searches and phone calls, which have been the more traditional route in acquiring talent.

LinkedIn is proving to be the only site to have a stranglehold on the industry. Facebook is the latest company to try and steal some business, but many experts believe their new Social Jobs Partnership App acts as little threat to LinkedIn.

One of the newest tweaks LinkedIn has made to its monopolization is in the form of a simple email (and you may have not even noticed it).

Have you ever received an email from a user you may not know? When faced with such a dilemma, most users simply decline the request. Unfortunately, their new email is designed so a user has to visit their profile or visit LinkedIn in order to do so — which means more money in their pocket.

If you do look back at a recent email from a LinkedIn contact, you will find one highly visible “call to action” in the email, in the form of an obvious “Accept” button located front and center. Meanwhile, the “view profile” button is seen in the top right-hand corner and deliberately obscured from view. Clearly, this is an email explicitly designed to convert members into professional connections.

While many may not even notice the change, LinkedIn is helping you expand your pool of professional contacts.

So what does this mean for LinkedIn?

The more time and effort you spend in obtaining a larger pool of connections, the more time you’ll spend on their site, which in turn, translates into advertising dollars.

Previous post:

Next post: