1. Towards a GlobalTowards a Global
Economic GraphEconomic Graph
How We Built a Global, Portable,How We Built a Global, Portable,
High-Value Certification ProgramHigh-Value Certification Program
William Dorman, CEO, Kryterion, Inc.William Dorman, CEO, Kryterion, Inc.
Kim Thayn, Senior Psychometrician, CMSKim Thayn, Senior Psychometrician, CMS
Christine Yoshida, Customer Education &Christine Yoshida, Customer Education &
Certification, LinkedInCertification, LinkedIn

2. LinkedIn’s MissionLinkedIn’s Mission
Connect the world’s professionals
to make them more productive and successful
Connect the world’s professionals
to make them more productive and successful

3. LinkedIn’s VisionLinkedIn’s Vision
Create economic opportunity
for every member of the global workforce
Create economic opportunity
for every member of the global workforce

4. ApproachApproach
Mapping the global economy
to connect talent with opportunity at massive scale
Mapping the global economy
to connect talent with opportunity at massive scale

5. Business Problem: Skills GapBusiness Problem: Skills Gap
64% of European companies
use LinkedIn to recruit talent
64% of European companies
use LinkedIn to recruit talent
Source for European statistic: “Recruitment via social media: fact or hype?” by Stepstone, 2013

6. Solution: Certification ProgramSolution: Certification Program
▪ 4 months to develop exam and
learning curriculum
▪ Reached 3-month goal on first day
▪ Within first 3 months:
▪ 1000+ members certified
▪ 4,000+ exam registrations
▪ 450+ companies in 50+ countries
▪ 4 months to develop exam and
learning curriculum
▪ Reached 3-month goal on first day
▪ Within first 3 months:
▪ 1000+ members certified
▪ 4,000+ exam registrations
▪ 450+ companies in 50+ countries
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“LinkedIn’s certification
program allowed us to
get the most out of our
LinkedIn investment.”
“LinkedIn’s certification
program allowed us to
get the most out of our
LinkedIn investment.”

7. Pre-Development ActivitiesPre-Development Activities
▪ Market research
▪ Stakeholder buy-in
▪ Buzz creation
▪ Prioritization, alignment, and planning
▪ “Minimum Viable Product (MVP)” approach
▪ Market research
▪ Stakeholder buy-in
▪ Buzz creation
▪ Prioritization, alignment, and planning
▪ “Minimum Viable Product (MVP)” approach
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8. Market Research FindingsMarket Research Findings
High interest among target audienceHigh interest among target audience
8
Q: LinkedIn is considering launching a certification program for those with a certain level of proficiency
using LinkedIn Recruitment Products. How interested would you be in a LinkedIn Recruiter Certification?

9. Market Research FindingsMarket Research Findings
50% of managers likely to hire certified individuals50% of managers likely to hire certified individuals
9
Q: Would you be more or less likely to hire a recruiter for your team if they had a LinkedIn Recruiter
Certification?

10. Market Research FindingsMarket Research Findings
Importance of ROI to target audienceImportance of ROI to target audience
10
Q: In which of the following ways do you think your organization could benefit from this type of
certification program?

11. Insights from Certification ProvidersInsights from Certification Providers
Key Insights LinkedIn Team Notes
Know why you want a certification program Drive adoption and user loyalty
Identify the target audience LinkedIn Recruiter users
Identify candidate intrinsic value Linkedin.com profile badge may be attractive
Employer perception TA leaders/ hiring managers buy-in
Recertification strategy Balance frequent changes with customer expectations
Training/test vs. certification program Do we have enough skills to validate vs.
only a training completeness certificate
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12. Development and Delivery ApproachDevelopment and Delivery Approach
▪ Dedicated, prepared SMEs
▪ Followed best practices with involvement of
experienced psychometricians
▪ Synchronized curriculum development
▪ Motivated beta testers
▪ Global exam delivery methods for scale
▪ Dedicated, prepared SMEs
▪ Followed best practices with involvement of
experienced psychometricians
▪ Synchronized curriculum development
▪ Motivated beta testers
▪ Global exam delivery methods for scale
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13. Test Development ScheduleTest Development Schedule
Test Development Activities Dates completed (2013) Duration
Test Definition March 20 - 22 3 days
Job Task Analysis Workshop March 25 - 27 3 days
Test Blueprint Survey April 3 - 15 9 days
Review Blueprint Results April 19 1 day
Fast Track Workshop April 29 – May 3 5 days
Psychometric Edit May 9-10 2 days
Alpha Review May 15 - 21 5 days
Beta Testing June 3– June 28 20 days
Item Analysis July 10 1 day
Forms Build July 19 - July 24 4 days
Review Passing Score Study July 29 1 day
Total development phase duration ~4 months

14. International LaunchInternational Launch
▪ Soft launch
▪ Executive-level buzz at main
launch event
▪ Marketing involvement
▪ Soft launch
▪ Executive-level buzz at main
launch event
▪ Marketing involvement
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15. Maintenance and Ongoing SupportMaintenance and Ongoing Support
▪ Agile model for product changes
▪ Quarterly health checks
▪ Diagnostic exam
▪ Security
▪ Proctoring
▪ Forms
▪ Platform
▪ Agile model for product changes
▪ Quarterly health checks
▪ Diagnostic exam
▪ Security
▪ Proctoring
▪ Forms
▪ Platform
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16. Question and AnswerQuestion and Answer
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