29102015 LinkedIn at Bocconi University - Our History 2003-2015 + Keynote Presentation
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This is the presentation I used to present LinkedIn history and current lines of business to a class of international students at Bocconi University. Date: 29 Oct 2015 Duration of the lesson: 1h30.
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29102015 LinkedIn at Bocconi University - Our History 2003-2015 + Keynote Presentation
- 2. Getting to know each other... MA in Philosophy Work experiences in HR, Sales and now Media Consultancy Living in Dublin for 3.5 years, now relocated to Milan @ LinkedIn since 2012
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- 32. ©2015 LinkedIn Corporation. All Rights Reserved.
- 34. Create economic opportunity for every member of the global workforce Vision
- 35. schoolscompanies knowledgeskillsMembers jobs The Economic Graph
- 36. Connect the world’s professionals to make them more productive and successful Mission
- 37. Value proposition Connect to opportunity
- 38. A set of circumstances that makes it possible to do something A chance for employment or promotion op·por·tu·ni·ty noun
- 39. For members STAY INFORMED through professional news and knowledge CONNECT with your professional world GET HIRED and build your career
- 40. connect with your professional world
- 41. Flagship Feed Network Messaging Me Searc h connect
- 43. Find who and what you need connect
- 44. stay informed through professional news and knowledge
- 45. Publishing Global news and thought leadership from 300M+ members stay informed
- 46. Slideshare The world’s largest repository of professional knowledge stay informed
- 47. Pulse Digest of professional news you need to know stay informed
- 48. Knowledge through conversation Groups stay informed
- 49. Acquire the skills you need to succeed Lynda.com stay informed
- 50. Get hired and build your career
- 51. Flagship & Job Search Find the right job or have the right job find you Get hired
- 52. HIRE MARKET SELL WORK
- 58. 80%
- 68. Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google
- 75. HIRE MARKET SELL WORK
- 77. ©2015 LinkedIn Corporation. All Rights Reserved.
Editor's Notes
- At LinkedIn, there is a clear distinction between vision and mission. Some companies may use them synonymously. The vision is the dream, the true north, and inspires us to do what we do. This isn’t necessarily something that’s traditionally measured but in our case we are in the process of operationalizing our vision to create economic opportunity for every member of the global work force - all three billion plus people.
- We’re going to operationalize our vision by developing the world’s first economic graph, the digital mapping of the global economy We’re capable of creating this because of our infrastructure and the incredible critical mass we’ve reached on a global basis across all six of these dimensions We’re off to a very good start of dreaming big and dreaming at scale, and we’re thinking about the difference we can make to our members’ lives as they think about navigating through the 21st century global economy. This is not only true north for us but something we’re in a unique position to operationalize. Specifically we aim to include all: Members of the global workforce [all three billion] Companies in the world, and who you know at those companies up to three degrees Jobs those companies offer, full-time and temporary, for-profit and volunteer. Skills required to obtain those job opportunities Schools in the world offering a path to acquire those skills Knowledge of every member, company, and university Our vision is grand, but it’s not unattainable. All of the pieces that are needed to build the Economic Graph are in place. Now, it’s about scale.
- Whereas the vision is the dream or true north, the mission is the overarching objective. We want that to be measurable, realizable, and hopefully inspirational. We think we’ve been able to cover all 3 with our mission statement which is why it has remained unchanged. We believe it’s actually gaining relevancy as we continue to grow and achieve what we’re trying to accomplish as a company.
- The way we bring the mission to life is by creating value for our members and customers. This value proposition is not only simple and intuitive to understand, but is powerful and allows members to project what they’d like to accomplish on LinkedIn.
- If you type ‘opportunity’ into Google, it is interesting to see these two full definitions. LinkedIn creates an environment that makes anything possible for our membership regarding their dreams and what they’re trying to achieve in their career. The definition perfectly fits what we are all about
- For members, our overarching value props are: Connect with your professional world Stay informed through professional news and knowledge Get hired and build your career
- We help members connect with their professional world – one that goes beyond just them and their colleagues.
- To help members connect, we bring this to life through five components or pillars, four of which will literally be tabs in our flagship application. Feed: Where the conversations that matter to you are taking place, Network: Which prompts conversations and enables you to build and nurture that network Messaging: So you can take conversations offline from public to private, Me: So you can track yourself throughout these objectives Search: Powerful searching capability.
- Currently when someone gets a new role, right now most comments are basic such as only “congrats”. One of the things that’s increasingly important in our product ethos is that we need to try to uphold the way real people do real things. Have you ever been in a room where someone got promoted, and only said “congrats” then walked out? This is like a wedding reception line and isn’t a conversation. We are going to be converting these conversation starters into conversations that matter.
- It’s about finding who and what you need within this professional universe, and we have the potential to do things no one else can do in the world regarding finding what you need professionally. Here’s an example of leveraging “LinkedIn Query Language” or LQL, basically we want to make it really simple and natural to do task completion using search. In this case, the search is for an engineering manager and by leveraging LQL going forward you’ll be able to choose from various tasks or a context only we can provide such as are you only looking for engineers in different facets or that follow companies I do. Our professional search capability is a killer application, and we will continue to invest making this the best in the world at what it does.
- With staying informed, we’re talking about at least two kinds of information: through professional news and professional knowledge. This is news and knowledge you need to be great at the job that you’re in or to identify the career that you’ve always aspired to be able to do.
- Over 300M members will have access to publish long-form content on our publishing platform. Posts on the publishing platform are tied to your tied to your professional identity, and that’s how we connect you with opportunity which is a unique dynamic to LinkedIn which we want to focus on increasingly moving forward. This also includes thought leadership from Influencers, luminaries around the world in business, politics, technology, and arts
- We are also building the world’s largest reposity of professional knowledge with Slideshare, which has over 15M presentations today. You can quickly find content to learn more about specific topics and gain knowledge you need to be successful
- There are two sides to the equation when it comes to content: publishing and consumption. Pulse is all about consumption and relevancy, giving you the professionla news you need to know. We understand who you are, increasingly we’re going to find out what you’re objectives and what you ultimately want to and by virtue of doing this we want to create the best professional news experience anywhere on the internet.
- We recently acquired Lynda.com, which is the leader in online learning. We’re going to help you acquire the skills you need to succeed by producing high quality content across a range of areas. These skills will help you connect to opportunity by improving your qualifications and giving you more access to career options
- Lastly for our members is get hired, for years if you asked people what LinkedIn was about you’d hear one of two responses or both, it’s a digital rolodex and it’s a way to get a job. The reason we have grown to the company and platform we have is because that is not the case, people were connecting with others when they weren’t expressively looking for work which enabled us to deliver on passive candidate recruiting in a way that completely disrupted the industry.
- We have now established the platform such where we can lean all the way into this value proposition which is fundamental to what we do, not just getting hired but enable you to build and realize your career objectives. When it comes to getting hired, we do this in two ways: passive candidate recruiting, and active candidate recruiting we have unique competitive advantages between the data and having an understanding of who you are, your relationships to help open doors, and the ability to leverage that in a mobile experience where you can apply at the click of a button. We don’t just want you to find a job, finding a job through job search, a lot of sites can do that, we want you to get hired and are we’re going to be measuring and delivering that in a way that no other company can.
- We solve problems for companies by changing the way they hire, market, sell and work together to be more successful We’re the only place to solve your 3 largest objectives to drive growth and success for the enterprise
- And you might think these functions are dissimilar, but they’re really more similar than you may think The first thing in common is you have to go through the same exact processes: (1) identify the right person; (2) engage them with compelling content; and (3); encourage them to take an action
- The second thing these have in common - the focus on building relationships; it cuts across all 3 functions The last pillar is a new venture area for us and is about changing how we work to be more successful; Our offerings here benefit your entire company, every employee including those responsible for hiring, marketing and selling (e.g. LinkedIn Elevate)
- Talent Solutions is all about recruiting and retaining the best talent at scale It’s becoming harder to source and build relationships with talent. Why is that so?
- The talent landscape is changing. This means that you need to really focus both on building and nurturing relationships with prospective candidates and the existing talent that lives within your organization.
- And traditionally these things have lived in silos with talent acquisition sitting on one end and talent management on another end
- At LinkedIn, you can do it on a single platform. And we also believe that talent is truly a virtuous circle, it’s a life cycle.
- It starts with the attract phase which is all about having a strong talent brand Relationships play a fundamental role here and the idea is that if you’re able to build and nurture those relationships before you even have a hiring need then you’re setting yourself up for success
- So now that you’ve established and developed these relationships, it’s time to leverage them now that you have a hiring need Recruiting is both active recruiting and passive recruiting. And more and more we believe it’s important to encourage recruiters to look internally to fill these roles because we know that internal referrals are the biggest source of quality hires This is creating value for professionals (more opportunities) and for talent recruiters (can post all jobs on one platform)
- So now that you’ve invested all this time in building a strong talent brand and leveraging those relationships to recruit talent to your organization, you want to focus on retaining talent (e.g. activating your talent (LinkedIn Elevate), giving them tools to develop skills (Lynda.com), leveraging employees for employee referrals)
- All these things feed and fuel one another with the goal of success, which in the world of talent is around helping you hire faster, better and more efficiently, and helping you to retain the people you have; It’s all based on relationships
- Marketing Solutions is also about people and relationships Our solutions help you market more effectively at scale and this is important is because the marketing landscape is changing
- It’s challenging to build relationships between brands and the world’s professionals, which you need to acquire customers Why? The buyer’s journey has changed. It isn’t linear and buyers make it through 90% of the journey before reaching out
- At LinkedIn we believe there’s a better way to acquire customers along these 3 steps: (1) reach - ensuring you’re accurately reaching the right audience on LinkedIn or off; (2) nurture - ensuring you get helpful content to them at the right time, wherever they may be within that journey; and (3) measure - providing simple yet powerful analytics to make sure all the things you’re doing are actually going to be successful in achieving your objectives This full funnel solution is something that we’re really excited about; it’s a game changer. Reach, nurture, and measure allows you to build the right relationships you need to get the results you need. All of that strengthens your brand by building brand awareness and increases lead quality and conversion leading to your overall success.
- Social selling is a modern sales approach that uses social networks to grow your business; it’s really the future of selling And in much like the first two business units, it’s all around leveraging relationships to get that warm introduction
- The reason this is important is because the world of sales has also changed: (1) the buying process is more complicated than ever; (2) B2B decision makers are influenced by social media; and (3) decision makers aren’t responding to cold outreach
- Given this new reality, we built a tool from the ground up for a salesperson that we’re very excited about Here’s how we think you should approach social selling: (1) Thanks to LinkedIn’s platform and our ability to help you do things at scale and with transparency, we enable your salespeople to establish their identity. This is about having people understand who they are, what they care about, and what they’re selling; (2) Those salespeople can leverage their network and the network of their team along with our data to find the right decision makers and influencers that they should be reaching out to and get in with a warm introduction; (3) Then we can help them determine how they can best add value to the conversation, and that means engaging their customer with relevant insights; (4) This is all in service of building strong relationships. When done well, this leads to increased sales and success for individuals and the companies they work for.
- All these functions are necessary to be successful, and they all leverage the power of relationships We see the work pillar as the wrapper around the other functions since it benefits your entire company, all your employees And when these functions come together or intersect, that’s when companies thrive and are successful Each function fuels the other, and whenever you do one better, you’re strengthening the others, making your company stronger We’re the only place to solve your 3 largest objectives to drive growth and success for the enterprise And we believe that relationships are the key to success and that’s how you turn opportunity into achieving success