LinkedIn & Higher Ed (Oxford)


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Slides from a talk I gave at Oxford about LinkedIn in Higher Ed

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  • First half of 2011….more than 200M USD in revenue…This meaningfully contributes to the growth of our three diverse revenue streams – Hiring Solutions, Marketing Solutions, and Premium Subscriptions: / [LinkedIn’s business model has three revenue streams that are massively scalable:] Hiring Solutions:As the world’s largest professional network, LinkedIn is the single best place to connect with passive and high-quality active job candidates. LinkedIn Hiring Solutions improves the efficiency of recruiting the best at scale, giving recruiting teams a competitive edge in the war for talent. [LinkedIn uniquely possesses an unprecedented wealth of accurate and up-to-date professional information, the full extent of which can only be accessed through LIHS. We provide the tools that enable recruiting teams to understand their target audience, position their company as the employer of choice, engage with relevant, high-quality candidates (at scale) and accurately measure their results.]Marketing Solutions:LinkedIn Marketing Solutions helps advertisers and marketers reach influential, affluent and highly-educated audiences in a very relevant and engaging way. LinkedIn has the most valuable audience by composition anywhere on the internet. This global and unique asset gets products and services in front of right professional at right time. [LinkedIn Marketing Solutions helps advertisers/marketers reach influential, affluent and highly-educated audiences in a very relevant and engaging way. It has three competitive advantages over any other online platform: Scale, Accuracy, and Portfolio: Scale: 100 Million Members that are all professionals; one of the most influential, affluent and highly educated audiences on the web; more decision makers, higher average household incomes, and more college or post-college graduates than U.S. visitors of many leading business websites.  Accuracy: rich profile-based targeting allows advertisers to reach very specific audiences; targeting includes by geography, job function, industry, company size, seniority, age, gender, company name, LinkedIn Group and even job title. Portfolio: A suite of high-impact and engaging products helps advertisers get their messages across, from text-based ads to massive display campaigns to socially-driven branding opportunities like Company Pages and Groups.] Premium Subscriptions:LinkedIn Premium Subscriptions are tailored for an array of member needs and segments, to provide the right/additional tools to enable customers to be better at what they do every day / more productive and successful in their careers. The aim of our three business lines, and all of the products and services we develop is to connect talent and opportunity at a massive scale, and to make the world’s professionals more productive and successful. In doing so, we aspire to create economic opportunity for every professional in the world.
  • There’s been a lot of hype about social networking in education
  • Mostly overblown. Remember Google Wave?
  • But there are nuggets of gold that, in the long run, will be quite valuable for students and graduates.
  • Main messageLinkedIn is the network that matters for students and universitiesNow, this isn’t immediately going to have an effect on learning instruction, especially for institutions subscribe to the model of education that puts students in large lecture halls twice a week for 15 weeks with a group of 100 fellow-students. But Oxford isn’t quite like that, is it?
  • It is based on the notion that relationships and networks matter. And that the context of work & career are critically important. That cultivating relationships and removing the “friction” from networking will add tremendous value.
  • Profile is optimized for mid-career professionalsCouldn’t connect with classmatesFew entry level positions
  • Last quarter, we launched student vertical sections. Students hate it when they can’t get to 100% - yet they didn’t have the work experience to get there with their LinkedIn profiles. We looked a tons of student resumes, and saw what they added in lieu of work experience. Student Vertical Sections let students showcase the experience they gained in college – they can add projects, courses, test scores, honors & awards, and organizations to their LinkedIn profile.
  • You might find you’re affiliated with the wrong institution. This is because you added your education before we had figured out data standardization and typeahead. Re-enter it now and select from the typeahead list.
  • Career centers, alumni tracking
  • Career center integration
  • As students use LinkedIn the insights will
  • Not in the short term. But the extent to which universities view the educational experience as extending beyond the walls of the college and the time of the degree program then perhaps.
  • LinkedIn & Higher Ed (Oxford)

    1. 1. LinkedIn & Higher Ed 1
    2. 2. Our missionConnect the world’s professionals to make them more productive and successful 2
    3. 3. Recruiting Solutions ‹#›
    4. 4. Huge global market opportunity in members 1 120M+ LinkedIn Members 2 640M+Worldwide Professionals 23,300M+ Worldwide Workforce 1 LinkedIn members as of March 31, 2011 | 2 Source: International Planning & Research 4
    5. 5. Three revenue streams…plus Hiring Solutions Providing passive recruiting at scale and adding social relevancy to active job searches Marketing Solutions Delivering marketers targeted access to one of the most influential, affluent and educated audiences on the web Premium Subscriptions Enabling professionals to be more productive with premium tools tailored by customer segment 120M+ Free Members Connecting the world’s professionals to make them more productive and successful 5
    6. 6. 6
    7. 7. 7
    8. 8. 8
    9. 9. LinkedIn Recruiter: Search Results (113) Save this searchKeyword: (mergers OR arbitrage) - Location: Hong Kong, China - Industry: Financial Services 9
    10. 10. LinkedIn is the mostimportant social network forstudents & universities 10
    11. 11. PerceptionLinkedIn is a job portal 11
    12. 12. RealityNot jobs, but careers. And relationships. And content. And insights… 12
    13. 13. LinkedIn isn’t wasn’t optimized for students Profile was optimized for mid-career professionals – Emphasized positions over skills and activities Few entry level positions available Universities were 2nd class citizens – Company pages don’t suit Higher Education – The notion of “alumni” has a different meaning for companies 13
    14. 14. Students create their professional brands early 14
    15. 15. Academic sections: Publications, Patents, Awards 15
    16. 16. Skills 16
    17. 17. Richer content Portfolio – Behance Code – gitHub Presentations – Google Pres – Slideshare 17
    18. 18. Student Jobs Portal 18
    19. 19. Free job postings for employers 19
    20. 20. Classmates 20
    21. 21. Classmates Email 21
    22. 22. Today 22
    23. 23. 23
    24. 24. LinkedIn for Universities 24
    25. 25. “If you can give us insightsabout our students and alumni,I’ll make it my personal mission to sign up every student fromthe day they arrive on campus.” 25
    26. 26. Features for Universities today Alumni Groups – Very effective tool for communication – Not so much for insights Company Pages – Not well designed for Universities 26
    27. 27. Stanford Alumni Group 27
    28. 28. 28
    29. 29. 29
    30. 30. LinkedIn will be the place for alumni insights People only want to maintain one professional profile – Graduates won’t keep their University alumni site profile up-to- date Universities will want information on what their graduates are doing – To attract new students – To improve program performance? How do I compare to Cambridge? LinkedIn APIs allow more of this to happen “on-site” – Profile API – Groups API 30
    31. 31. Virtuous Circle Member growth and engagement Relevant and Critical massvaluable insights Technology of data platform 31
    32. 32. Teaching & Learning? 32