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The LinkedIn Company Culture book

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The LinkedIn Company Culture book

  1. 1. LinkedIn Confidential ©2013 All Rights Reserved 2
  2. 2. LinkedIn Confidential ©2013 All Rights Reserved 3
  3. 3. LinkedIn Confidential ©2013 All Rights Reserved 4
  4. 4. LinkedIn Confidential ©2013 All Rights Reserved 5
  5. 5. LinkedIn Confidential ©2013 All Rights Reserved 6
  6. 6. LinkedIn Confidential ©2013 All Rights Reserved 7
  7. 7. LinkedIn Confidential ©2013 All Rights Reserved 8
  8. 8. Business Plan
  9. 9. "A nation's culture resides in the hearts and in the soul of its people". - Mahatma Gandhi “A ten-year study of the world’s fifty best businesses, including Apple, concludes that those who centered their businesses on a culture of improving people’s lives had a growth rate triple that of competitors in their categories. John Stengel - “Grow: How Ideals Power Growth and Profit” The best companies in the world develop a unique culture… …It takes effort LinkedIn Confidential ©2013 All Rights Reserved 10
  10. 10. Yearbooks Foster Long Term Positive Emotions  Yearbooks are part of a students Journey  Yearbooks provide fond memories  Yearbooks promote personal and group talent  Individuals are the personification of a groups ethos LinkedIn Confidential ©2013 All Rights Reserved
  11. 11. Our Mission Help companies identify, develop, and promote their values and culture with ease and scale.
  12. 12. Problems. 1. Producing a ‘Culture Book’ is time consuming. 2. Company cultures evolve, not stagnant. 3. Maintaining corporate culture is too much of a top- down approach.
  13. 13. Solution. 1. LinkedIn offers a platform to companies to produce a special ‘Culture Book’ 2. An aggregation of profiles, events, insights, and special custom data entry sections. 3. Provided for a fee or for large HMS engagements. 4. Printed or digitally produced and archived.
  14. 14. Editorial Co-create Publish Users Company Social Media Employees, Social Media Employees, Manager Manager Prospective employees Alumni Discover • Email campaign • Invitation • Social sharing y • Company Profile • Tagging • Marketing, SEO • Sales • Company group • Company profile • Employee requests • NUS, Notifications • JYMBII Activity • Edit pre-populated content • Create content • View Profiles, Jobs, Products • Plan overall design flow • Interact with existing • Like, Comment, Share • Invite employees content • Apply for Job • Tag team members • Follow Company • Verify & Approve LinkedIn Confidential ©2013 All Rights Reserved 15
  15. 15. Editorial App: Prepopulated content from LinkedIn’s data LinkedIn Confidential ©2013 All Rights Reserved 16
  16. 16. Editorial App: Connect other content source easily for rich media LinkedIn Confidential ©2013 All Rights Reserved 17
  17. 17. Editorial App: Customize co-creation environment for employees LinkedIn Confidential ©2013 All Rights Reserved 18
  18. 18. Co-create App: A social network for culture co-creation LinkedIn Confidential ©2013 All Rights Reserved 19
  19. 19. Co-create App: Foster the sense of belonging LinkedIn Confidential ©2013 All Rights Reserved 20
  20. 20. Publish: Culture book viewer Perfect material for talent branding LinkedIn Confidential ©2013 All Rights Reserved 21
  21. 21. Publish: Culture book viewer Perfect material for talent branding LinkedIn Confidential ©2013 All Rights Reserved 22
  22. 22. Benefit Summary
  23. 23. Teach Develop Share Create the Allow individual Promote your culture foundation of the employees to add both internally and corporate culture their personality over externally and values time A yearbook is periodic event to honor, learn, and grow
  24. 24. Grow Added Increase Members Data Value Increase enterprise Profile completeness LinkedIn is a broader member engagement and company insight enterprise tool The benefits to LinkedIn go beyond goodwill
  25. 25. Value & Talent & Brand & Mission Culture Hiring Define, strengthen Relationships and Promote positive work- and reinforce personality matters life and values The benefits to companies goes deeper than company moral
  26. 26. Implementation Plan
  27. 27. 2013 Focus Editorial Co-create Publish Users Company Social Media Employees, Social Media Employees, Manager Manager Prospective employees Alumni Discover • Email campaign • invitation • Social sharing y • Company Profile • Tagging • Marketing, SEO • Sales • Company group • Company profile • Employee requests • NUS, Notifications • JYMBII Activity • Edit pre-populated content • Create content • View Profiles, Jobs, Products • Plan overall design flow • Interact with existing • Like, Comment, Share • Invite employees content • Apply for Job • Tag team members • Follow Company • Verify & Approve LinkedIn Confidential ©2013 All Rights Reserved 28
  28. 28. Launch Strategy  Internal launch  Pilot the product with some companies, setup a waitlist for other companies to join  Gradually open up the product to companies on waitlist until mid-November  Company Yearbooks released by the end of the year for public LinkedIn Confidential ©2013 All Rights Reserved 29
  29. 29. Technical Leverage Megaphone: Content Editing Treasury: Managing media USCP: Social Interactions Emails, Notifications: Communication with members NUS: Posts by co-workers, updates to the yearbook etc. LinkedIn Confidential ©2013 All Rights Reserved 30
  30. 30. Schedule -15 0 30 60 90 Design Specs Co-create App Editorial App Design Design Editorial App Frontend Co-create App Frontend Editorial App Backend Co-create App Backend Internal Launch LinkedIn Confidential ©2013 All Rights Reserved 31
  31. 31. Risks  Company Editors are unable to verify and approve the content esp. in large companies  Employees do not contribute in the fear that their testimonials will follow them forever  Companies facing difficult times might want to tightly regulate what their employees say or not create a Culturebook at all  Primarily, this is a create-once-a-year use case  Companies are unwilling to share the email addresses for their employees or the employees within teams  Competition: Facebook or Twitter or any one of the social networks decides to build a similar product for brands or companies  Unable to scale fast enough to match demands / traffic  Other members post invalid info or rumors about companies in comments LinkedIn Confidential ©2013 All Rights Reserved 32
  32. 32. IP Protection  File for a patent describing the concept of yearbook personalized based on the viewer, the context LinkedIn Confidential ©2013 All Rights Reserved 33
  33. 33. We're ready to memorialize the journey of every company! LinkedIn Confidential ©2013 All Rights Reserved

Notas del editor

  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. And by far and away the most important word in this mission is professional. This is our exclusive area of focus. There are only a handful of companies that can connect 100s of millions if not billions of people around the world in milliseconds and LinkedIn is the only one of those companies with an exclusive focus on professionals. And that continues to serve our members and customers well.
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  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. And by far and away the most important word in this mission is professional. This is our exclusive area of focus. There are only a handful of companies that can connect 100s of millions if not billions of people around the world in milliseconds and LinkedIn is the only one of those companies with an exclusive focus on professionals. And that continues to serve our members and customers well.
  • This is a case of changing the way the world works.Spencer Stuart is a top global executive search firm.The past 2-3 years we have been working with those organizations like Spencer Stuart that are astute enough to embrace a partnership wherein they focus on providing exceptional professional services and we provide fresh and relevant profile data.  The email here from Spencer Stuart to everyone in their database is one of the most telling signs that we’re at the tipping point of being the professional profile of record and eliminating the need for the resume. For context, we’re allowing the top 5 exec search companies including Spender Stuart to collect profiles via Sign In With LinkedIn, and to stay up-to-date with those profiles so long as the member hasn’t revoked their access.
  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. And by far and away the most important word in this mission is professional. This is our exclusive area of focus. There are only a handful of companies that can connect 100s of millions if not billions of people around the world in milliseconds and LinkedIn is the only one of those companies with an exclusive focus on professionals. And that continues to serve our members and customers well.
  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. And by far and away the most important word in this mission is professional. This is our exclusive area of focus. There are only a handful of companies that can connect 100s of millions if not billions of people around the world in milliseconds and LinkedIn is the only one of those companies with an exclusive focus on professionals. And that continues to serve our members and customers well.
  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. And by far and away the most important word in this mission is professional. This is our exclusive area of focus. There are only a handful of companies that can connect 100s of millions if not billions of people around the world in milliseconds and LinkedIn is the only one of those companies with an exclusive focus on professionals. And that continues to serve our members and customers well.
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  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. And by far and away the most important word in this mission is professional. This is our exclusive area of focus. There are only a handful of companies that can connect 100s of millions if not billions of people around the world in milliseconds and LinkedIn is the only one of those companies with an exclusive focus on professionals. And that continues to serve our members and customers well.
  • This mission statement manifests in our member value proposition and is the core focus for LinkedIn And the value we deliver to our members is 3 fold Identity: Maintaining their professional profile of record and networking with other professionalsInsights: finding insights to be better at what you doEverywhere: Working where ever you workAnd this is what keeps our members coming back every day.I will explain what LI brings to members that allows us to bring these amazing data assets.We develop products across three dimensions to deliver value to our members: 1.Professional Identity, which helps professionals connect, find, and be found;LinkedIn is the most powerful, professionally-oriented search engine on the planet. In becoming a member, you are carving out a piece of digital real estate and creating your professional profile of record. When you need to find someone, connect with someone, do a business deal or tap professional knowledge, LinkedIn is the place to go. 2.Insights, which help people get the information and knowledge they need to be great at what they do; A fire hose of unique and valuable information, knowledge, data and insight flow through the LinkedIn network as a result of our members connecting and sharing.Our job is to build products that derive information and insights from that data for our members to help them be better at what they do every day. Examples of some of these products are LI Today, Groups, Homepage, Signal3.And Everywhere, which ensures that our platform works wherever our members work, regardless of where they are, on the Web or off. We live in an age where we can no longer expect our members to be tethered to their desks. We live in a mobile, ubiquitous computer age. LinkedIn is focused on providing members with access to their professional identity and insights wherever they may be -- whether it is on and off the desktop or on and off LinkedIn.com. We know our members will still visit other sites, and we want to continue to scale our API offerings to provide value to our members no matter where they are.
  • This mission statement manifests in our member value proposition and is the core focus for LinkedIn And the value we deliver to our members is 3 fold Identity: Maintaining their professional profile of record and networking with other professionalsInsights: finding insights to be better at what you doEverywhere: Working where ever you workAnd this is what keeps our members coming back every day.I will explain what LI brings to members that allows us to bring these amazing data assets.We develop products across three dimensions to deliver value to our members: 1.Professional Identity, which helps professionals connect, find, and be found;LinkedIn is the most powerful, professionally-oriented search engine on the planet. In becoming a member, you are carving out a piece of digital real estate and creating your professional profile of record. When you need to find someone, connect with someone, do a business deal or tap professional knowledge, LinkedIn is the place to go. 2.Insights, which help people get the information and knowledge they need to be great at what they do; A fire hose of unique and valuable information, knowledge, data and insight flow through the LinkedIn network as a result of our members connecting and sharing.Our job is to build products that derive information and insights from that data for our members to help them be better at what they do every day. Examples of some of these products are LI Today, Groups, Homepage, Signal3.And Everywhere, which ensures that our platform works wherever our members work, regardless of where they are, on the Web or off. We live in an age where we can no longer expect our members to be tethered to their desks. We live in a mobile, ubiquitous computer age. LinkedIn is focused on providing members with access to their professional identity and insights wherever they may be -- whether it is on and off the desktop or on and off LinkedIn.com. We know our members will still visit other sites, and we want to continue to scale our API offerings to provide value to our members no matter where they are.
  • This mission statement manifests in our member value proposition and is the core focus for LinkedIn And the value we deliver to our members is 3 fold Identity: Maintaining their professional profile of record and networking with other professionalsInsights: finding insights to be better at what you doEverywhere: Working where ever you workAnd this is what keeps our members coming back every day.I will explain what LI brings to members that allows us to bring these amazing data assets.We develop products across three dimensions to deliver value to our members: 1.Professional Identity, which helps professionals connect, find, and be found;LinkedIn is the most powerful, professionally-oriented search engine on the planet. In becoming a member, you are carving out a piece of digital real estate and creating your professional profile of record. When you need to find someone, connect with someone, do a business deal or tap professional knowledge, LinkedIn is the place to go. 2.Insights, which help people get the information and knowledge they need to be great at what they do; A fire hose of unique and valuable information, knowledge, data and insight flow through the LinkedIn network as a result of our members connecting and sharing.Our job is to build products that derive information and insights from that data for our members to help them be better at what they do every day. Examples of some of these products are LI Today, Groups, Homepage, Signal3.And Everywhere, which ensures that our platform works wherever our members work, regardless of where they are, on the Web or off. We live in an age where we can no longer expect our members to be tethered to their desks. We live in a mobile, ubiquitous computer age. LinkedIn is focused on providing members with access to their professional identity and insights wherever they may be -- whether it is on and off the desktop or on and off LinkedIn.com. We know our members will still visit other sites, and we want to continue to scale our API offerings to provide value to our members no matter where they are.
  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. And by far and away the most important word in this mission is professional. This is our exclusive area of focus. There are only a handful of companies that can connect 100s of millions if not billions of people around the world in milliseconds and LinkedIn is the only one of those companies with an exclusive focus on professionals. And that continues to serve our members and customers well.
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  • When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation. It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch. This was in the late 1960's, before personal computers and desktop publishing, so it was all made with typewriters, scissors, and polaroid cameras. It was sort of like Google in paperback form, 35 years before Google came along: it was idealistic, and overflowing with neat tools and great notions. Stewart and his team put out several issues of The Whole Earth Catalog, and then when it had run its course, they put out a final issue. It was the mid-1970s, and I was your age. On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous. Beneath it were the words: "Stay Hungry. Stay Foolish." It was their farewell message as they signed off. Stay Hungry. Stay Foolish. And I have always wished that for myself. And now, as you graduate to begin anew, I wish that for you. Stay Hungry. Stay Foolish. Thank you all very much.

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