There is little that LinkedIN needs to do in order to become AWESOME. Not trying to reinvent what the brand is all about, but rather make small changes here and there to improve on the one dimension don’t perform well = job search.2 pronged approach: Improve performance of the tool, and improve the marketing/messaging to improve overall perception
Clear message with success stories through testimonials and usage statistics LinkedIn testimonials already exist, but they are buried and difficult to find, as the user has to actively search to find them Provide readily available messages about how a LinkedIn user located a job using the service Begin transforming the users’ perceptions of how effective the product is.
- Leverage relationships with external entities: Create an ad campaign that leverages the brand strength of Fortune 100 companies, such as Google, and reputable academic institutions, such as Stanford or Harvard Should illustrate Google, Stanford, and Harvard’s endorsement of LinkedIn as an effective tool for job seekers Endorsement user will perceive the LinkedIn brand as being associated with the effectiveness of the aforementioned brands
Networking Management vs. Job Hunting Finding a Job Network Management
Associations User Personality/Brand Imagery Attributes Polished Formal Easy to Use Inexpensive Corporate Convenient/ Accessible Business Professionals Online tool Social Network Successful LinkedIn Connections Job Search Staying in Touch Recruiting Source of Information New Contacts Benefits Usage Occasion
User Image: Stereotypes Class of 2011: What if social media were a high school? Source: FlowTown.com
Age - dependent answers The younger the person surveyed the more intense the rating is (for both negative and positive attributes. The same applies with the years of experience at a job. There is no statistical difference for the rating between females and males
Age - dependent answers The younger the person surveyed the more intense the rating is (for both negative and positive attributes. The same applies with the years of experience at a job.
Data influencing people People can be influenced to pay premium given the right data.
Appendix – cross company attribute rating – exp. outcome
Appendix – cross company attribute rating – exp. experience
Appendix – cross company attribute rating – other attributes