1. Linkedin at work
Directorate General for Citizen Attention
Generalitat of Catalonia
www.slideshare.net/gencat
Barcelona, April 2010
This work is subject to a Creative Commons Attribution 3.0 licence. It allows the reproduction, distribution,
public communication and transformation to generate a derivative work, without any restriction providing that
the author is always cited (Generalitat de Catalunya. Departament de la Presidència) and this licence does not
contradict any specific licence that an image within this report might have and the rights of the image prevail.
The complete licence can be consulted at http://creativecommons.org/licenses/by/3.0/es/legalcode.ca.
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2. 1. Introduction
2 “Linkedin at work” Generalitat de Catalunya. DG for Citizen Attention. Barcelona, April 2010 CC – BY 3.0
4. Data on Linkedin
- Year created: 2003
- Current number of members: 60 million
(1 register/second or 1 million/12 days)
- Growth horizon: 500 million
- Average age of the members: 43 years old
- Composition by genre: 65% men and 35% women
- Average annual income of members: 78,000 €
- Market: USA, Europe... It is global
4 “Linkedin at work” Generalitat de Catalunya. DG for Citizen Attention. Barcelona, April 2010 CC – BY 3.0
5. Uses
1. Interaction platform. Main use.
2. Instrument for professional contacts,
to find a job or to identify other
professional areas. Especially
to recruit executives. ?
3. For this reason,
headhunting companies
infiltrate in the discussion groups
in order to find potential candidates.
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6. Linkedin business model
Where does Linkedin obtain profit? €?
1. Recruitment service for companies
and headhunters. Different programme solutions to obtain
advertisements for job offers and at the same time to ensure that the
availability of the professionals to occupy these posts is not made
public.
2. Marketing solutions. So-called geographic services which are
tools used by companies to ensure that a message reaches people
with a specific profile. On the other hand, advertising is not related
with the activities of the members (like Adwords) but it is classified
by sectors and other profiles. It is less intrusive.
6 “Linkedin at work” Generalitat de Catalunya. DG for Citizen Attention. Barcelona, April 2010 CC – BY 3.0
7. 2. Platform elements
7 “Linkedin at work” Generalitat de Catalunya. DG for Citizen Attention. Barcelona, April 2010 CC – BY 3.0
8. The key elements
1.Define correctly the different group/s.
Interaction is richer if this is/these are well defined.
2. As it is a platform for interaction,
it is good practice to participate
and relate to others. Thus, it is
www.linkedin.com/blackberry
integrated with office automation
tools (connection with Outlook)
and an application has been
developed for a BlackBerry.
8 “Linkedin at work” Generalitat de Catalunya. DG for Citizen Attention. Barcelona, April 2010 CC – BY 3.0
9. The groups
These are:
1. Open.
2. Closed. Access is by invitation.
In all cases, privacy of the contents
of the group is guaranteed.
The groups are not indexable.
Linkedin is a network for individuals and it is not a good idea
for organizations to open personal profiles tempted by the idea
of having a public URL of the type:
www.linkedin.com/in/nomusuari
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10. Management of the groups of
organizations on Linkedin
How can we manage several groups of a same organization on
Linkedin? Proposal:
1. One group per department/area/division.
2. One common administrator-owner (an individual)
for all the groups of the organization, who awards rights of
administrator for each departmental group.
As always, as in all social media tools, it is a question of encouraging
decentralized management
without running risks for the
existence of the
profiles/accounts/mailboxes and
data protection.
10 “Linkedin at work” Generalitat de Catalunya. DG for Citizen Attention. Barcelona, April 2010 CC – BY 3.0
11. Sections of a Linkedin group
1. Summary. To highlight a specific debate/question. Take
advantage of Linkedin to generate debates that provide high value
from entire debates initiated on own instruments such as blogs.
2. Debates. Forums to debate topics.
3. News. Publication by feeds.
4. Work. Advertisements for jobs.
5. Subgroups. These are created.
6. Group management and other aspects.
It is necessary to promote the groups in external environments (blog,
Facebook, Twitter...) as Linkedin does not facilitate dissemination.
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12. 3. The ‘gencat’ group on
Linkedin
12 “Linkedin at work” Generalitat de Catalunya. DG for Citizen Attention. Barcelona, April 2010 CC – BY 3.0
13. The ‘gencat’ group
www.linkedin.com (els grups no tenen URL pública)
13 “Linkedin at work” Generalitat de Catalunya. DG for Citizen Attention. Barcelona, April 2010 CC – BY 3.0
14. Strategies in content
management of the ‘gencat’ group
1. Make own promotion of ‘gencat’ group (blog, forums, etc.)
2. Automate the publication of contents in the section ‘News’
with feeds (via RSS) of the contents published on the other
repositories and networks (mainly Twitter, blogs, Facebook...).
3. As debates on topics use the blog as a vehicle, on Linkedin
comments of the ‘digest’ style or key
summary of the contents debated in the
second last post are published manually
in the ‘gencat blog’. This permits a refining
of the discussion (the work) on the network
of what is debated in the main tool, the blog.
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15. Thank you!
Linkedin at work
Directorate General for Citizen Attention
Generalitat of Catalonia
www.slideshare.net/gencat
Barcelona, April 2010
This work is subject to a Creative Commons Attribution 3.0 licence. It allows the reproduction, distribution,
public communication and transformation to generate a derivative work, without any restriction providing that
the author is always cited (Generalitat de Catalunya. Departament de la Presidència) and this licence does not
contradict any specific licence that an image within this report might have and the rights of the image prevail.
The complete licence can be consulted at http://creativecommons.org/licenses/by/3.0/es/legalcode.ca.
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