LinkedIn, founded in 2002, is the leading professional social network, focusing on career advancement and business services rather than personal updates. LinkedIn is far smaller than Facebook, but Fortune 500 corporate executives use it to network, find job openings, attract people, and exchange information. Free LinkedIn accounts allow users to display their career history, education, and skills, connect with peers, and find new job prospects. LinkedIn's revenue comes from three primary product lines, unlike other social networks that rely primarily on targeted advertising. Talent Solutions uses the network's user data to assist recruiters find the best prospects for their open positions and encourage them to apply. Sony uses LinkedIn to locate skilled workers by scanning the database and using Sony employees' referral networks. LinkedIn Marketing Solutions makes money via targeted advertising based on user profiles, like other social media sites. Companies can also develop "sponsored content," where industry leaders share their knowledge with interested viewers. Hubspot leverages LinkedIn Marketing Solutions to send marketing professionals e-books, webinars, and how-to guides. The third revenue stream is Premium Subscriptions, which offers additional capabilities to users with similar interests and ambitions. People may check who has visited their profile and compare themselves to other contenders for jobs. Some proposals include a large educational video collection. LinkedIn is expanding rapidly among college students and new graduates because it offers its services to assist them find their first job. LinkedIn uses big data analytics to propose employment for grads based on their profiles and majors and to identify vacancies at organizations that have employed graduates from the same college. The new graduate will also learn how to succeed from those alumni's careers. LinkedIn upgrades its recruiter and job seeker services using artificial intelligence to match individuals with jobs. Due to its potential prejudice against specific applicants, AI may be unethical and illegal. Amazon's AI-driven hiring program discriminated against women because it analyzed a decade of hiring choices and successful candidates' resumes, largely men. The software downgraded resumes with attendance at some women's universities or merely "women's," such chess club. The organization appropriately dropped the tool. Research demonstrates that men and women post different self-portraits to LinkedIn, which might lead to prejudice. Status signals were less prominent in women's pictures. Microsoft bought LinkedIn for $26.2 billion in 2016. Microsoft has struggled to create a social networking platform, but LinkedIn solves that. Most LinkedIn users use Microsoft Office, and integration is underway. Suppose a businessperson has the email addresses of the participants on the Outlook calendar for the upcoming meeting. Cortina, Microsoft's virtual personal assistant, may use LinkedIn profiles to inform participants on their histories and interests. With some personal information, the businessperson may easily build a relationship. Microsoft's support gives LinkedIn a bright future. Discussion Questions 6-25. LinkedIn does not rely heavily on targeted advertising but generates revenue from other sources. Identify other sources of revenue that LinkedIn uses and explain how each contributes revenue. 6-26. What are some of the advantages for college students to use LinkedIn? 6-27. What are some of the advantages and benefits to Microsoft in the acquisition of LinkedIn? 6-28. Describe how Microsoft could integrate its products with LinkedIn to provide greater value to LinkedIn customers.
LinkedIn, founded in 2002, is the leading professional social network, focusing on career advancement and business services rather than personal updates. LinkedIn is far smaller than Facebook, but Fortune 500 corporate executives use it to network, find job openings, attract people, and exchange information.
Free LinkedIn accounts allow users to display their career history, education, and skills, connect with peers, and find new job prospects. LinkedIn's revenue comes from three primary product lines, unlike other social networks that rely primarily on targeted advertising.
Talent Solutions uses the network's user data to assist recruiters find the best prospects for their open positions and encourage them to apply. Sony uses LinkedIn to locate skilled workers by scanning the
LinkedIn Marketing Solutions makes money via targeted advertising based on user profiles, like other social media sites. Companies can also develop "sponsored content," where industry leaders share their knowledge with interested viewers. Hubspot leverages LinkedIn Marketing Solutions to send marketing professionals e-books, webinars, and how-to guides.
The third revenue stream is Premium Subscriptions, which offers additional capabilities to users with similar interests and ambitions. People may check who has visited their profile and compare themselves to other contenders for jobs. Some proposals include a large educational video collection.
LinkedIn is expanding rapidly among college students and new graduates because it offers its services to assist them find their first job. LinkedIn uses big data analytics to propose employment for grads based on their profiles and majors and to identify vacancies at organizations that have employed graduates from the same college. The new graduate will also learn how to succeed from those alumni's careers.
LinkedIn upgrades its recruiter and job seeker services using
Microsoft bought LinkedIn for $26.2 billion in 2016. Microsoft has struggled to create a social networking platform, but LinkedIn solves that. Most LinkedIn users use Microsoft Office, and integration is underway. Suppose a businessperson has the email addresses of the participants on the Outlook calendar for the upcoming meeting. Cortina, Microsoft's virtual personal assistant, may use LinkedIn profiles to inform participants on their histories and interests. With some personal information, the businessperson may easily build a relationship. Microsoft's support gives LinkedIn a bright future.
Discussion Questions
6-25. LinkedIn does not rely heavily on targeted advertising but generates revenue from other sources. Identify other sources of revenue that LinkedIn uses and explain how each contributes revenue.
6-26. What are some of the advantages for college students to use LinkedIn?
6-27. What are some of the advantages and benefits to Microsoft in the acquisition of LinkedIn?
6-28. Describe how Microsoft could integrate its products with LinkedIn to provide greater value to LinkedIn customers.
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