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LinkedIn - Analysis of Chaordic Organization Structure
1. Business Case – Chaordic Principles
By Mariana Torrescasana
MKTG 476 | Fall 2012
2. Brief History
• LinkedIn is the world’s largest professional network on the Internet
with more than 175 million members in over 200 countries and
territories
• Founded in 2002, website officially launched on May 5, 2003
• 4,500 members at the end of the 1st month
• At the end od the 2nd quarter, two new members sign up every second
• More than 2 million companies have LinkedIn Company Pages
• More than one million LinkedIn Groups
• Employs 2,861 individuals located around the world
• LinkedIn is currently available in eighteen languages
3. Chaordic Principles
• LinkedIn is publicly held, with diversified business model
• The structure of LinkedIn’s management team is centralized - CEO
Jeff Weiner is in charge
• B2B, B2C and C2C relationships may be established
• The content available in LinkedIn is originated though a collaborative,
decentralized platform
• More than one million LinkedIn Groups
• more than one million unique publishers actively using the LinkedIn
Share button on their sites to send content into the LinkedIn platform
4. Eco-system
• User Base:
• Professionals who are actively looking for a job or interested in
connecting to other professionals in the same industry or field of
work.
• Business owner's, CEO's and decision makers seeking to increase
their own customer base
• Companies interested in promoting their services and/or looking for
new talents
• Competition:
• BranchOut - Facebook’s professional network
• Stakeholders:
• Users, employees, investors, suppliers, government, trade unions
6. Revenue Sources
Service/Membership & Advertising-Driven Model
• Hiring Solutions
• Starting at US$195.00 per 30-day posting
• 175 million professionals on LinkedIn, of which 60% have college
degrees
• Jobs postings are forwarded 11 times on average, and companies
receive about 30 applications
• Marketing Solutions
• Reach precise audience
• Premium Subscriptions
• Business = $19.95/month
• Business Plus = $39.95/month
• Executive = $74.95/month
Notas del editor
LinkedIn is the world’s largest professional network on the Internet with more than 175 million members in over 200 countries and territories.The company started out in the living room of co-founder Reid Hoffman in 2002 and the website was officially launched on May 5, 2003. At the end of the first month in operation, LinkedIn had a total of 4,500 members in the network. At the end of the second quarter, professionals were signing up to join LinkedIn at a rate of approximately two new members per second.LinkedIn now employs 2,861 individuals that are located around the world. The website is currently available in eighteen languages. They are: English, Czech, Dutch, French, German, Indonesian, Italian, Japanese, Korean, Malay, Norwegian, Polish, Portuguese, Romanian, Russian, Spanish, Swedish and Turkish.The company remains publicly held and has a diversified business model with revenues coming from hiring solutions, marketing solutions and premium subscriptions.
LinkedIn remains publicly held and has a diversified business model with revenues coming from hiring solutions, marketing solutions and premium subscriptions.The structure of LinkedIn’s management team is centralized and the teamis comprised of seasoned executives from companies like Yahoo!, Google, Microsoft, TiVo, PayPal and Electronic Arts. The CEO of LinkedIn is Jeff Weiner.Business to Business, Business to Customer as well as Customer to Customer relationships may be established through the collaborative, decentralized platform offered by LinkedIn.LinkedIn offers hiring solutions and marketing solutions as a service to other businesses. Businesses who create a LinkedIn page shall connect with users in order to promote and expand their operations. Users connect with each other to maintain or establish a professional relationship and work together.LinkedIn members are currently sharing insights and knowledge in more than one million LinkedIn Groups. There are also more than one million unique publishers actively using the LinkedIn Share button on their sites to send content into the LinkedIn platform. The content available in LinkedIn is originated though a collaborative platform that keep users engaged with each other.
LinkedIn’s user base consists of Professionals who are actively looking for a job or interested in connecting to other professionals in the same industry or field of work, as well as business owner's, CEO's and decision makers seeking to increase their own customer base. Also, companies interested in promoting their services and/or looking for new talents may use LinkedIn’s hiring services and marketing solutions to reach their target audience.As far as competition, BranchOut is LinkedIn’s biggest competitor. It is Facebook’s approach to professional network and it targets 90% of the market share who is, essentially, already a user of other platforms and services provided by Facebook.Within this eco-system, several stakeholders can affect of be affected by the company’s actions. LinkedIn pays closer attention to its investors, users and employees, while also making sure other parties such as suppliers, government and trade institutions are also supported.
LinkedIn relies heavily on peer production models. Using personalization, filter tools, and crowdsourcing, LinkedIn’s platforms ranks, job opening, potential connections and even suggest companies and groups to follow, based on user activity as well as users’ connections activities.The examples showed in this slide are recommendations that I found within my own profile. As a marketer, all jobs suggested to me are within the marketing field. The same trend is used in the other suggestion blocks within my profile.Although the platform is well developed, the quality of the content generated by users is what makes the site valuable.Crowdwisdom is also observed in the recommended news section. The articles that make their way to the top and appear on my profile, are the most popular articles within the network I am in. This user generated popularity makes the content valuable because it has been read, seen, rated by users.
While most users benefit from LinkedIn’s services for free, the company has been very successful collecting its revenues from hiring solutions, marketing solutions and premium subscriptions. Using Service and membership as well as Advertising-Driven Model, the largest amount of income is generated through LinkedIn’s hiring solutions. The fee to post a job opening for 30 days starts at $195.00. With 175 million professionals on LinkedIn, of which 60% have college degrees, Jobs postings are forwarded 11 times on average, and companies receive about 30 applications.LinkedIn’s marketing solutions are very precise. Users update their profiles to reflect their true identity, which makes targeting the right customer and easy task. Through premium subscription, LinkedIn offers current users an additional set of benefits. The cost of premium account can go from $19.95 per month for a regular business account, to $74.95 per month for an executive account.
