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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 nations 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 effortLinkedIn 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 ethosLinkedIn Confidential ©2013 All Rights Reserved
  11. 11. Our MissionHelp companies identify, develop, andpromote their values and culture with easeand 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 PublishUsers Company Social Media Employees, Social Media Employees, Manager Manager Prospective employees AlumniDiscover • Email campaign • Invitation • Social sharingy • Company Profile • Tagging • Marketing, SEO • Sales • Company group • Company profile • Employee requests • NUS, Notifications • JYMBIIActivity • 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 viewerPerfect material for talent branding LinkedIn Confidential ©2013 All Rights Reserved 21
  21. 21. Publish: Culture book viewerPerfect 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 culturefoundation of the employees to add both internally andcorporate 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 broadermember engagement and company insight enterprise toolThe benefits to LinkedIn go beyond goodwill
  25. 25. Value & Talent & Brand & Mission Culture HiringDefine, 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 PublishUsers Company Social Media Employees, Social Media Employees, Manager Manager Prospective employees AlumniDiscover • Email campaign • invitation • Social sharingy • Company Profile • Tagging • Marketing, SEO • Sales • Company group • Company profile • Employee requests • NUS, Notifications • JYMBIIActivity • 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 publicLinkedIn 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 LaunchLinkedIn 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 commentsLinkedIn 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 contextLinkedIn Confidential ©2013 All Rights Reserved 33
  33. 33. Were ready to memorialize the journey of every company!LinkedIn Confidential ©2013 All Rights Reserved

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