The document discusses LinkedIn's resume builder product augmentation. It provides background on LinkedIn, describing it as a professional networking platform founded in 2003. It then discusses LinkedIn's core, real, expected, and augmented products. Specifically, it introduces a personal visual resume builder as an augmented product. The document also covers LinkedIn's competitors in the visual resume space, key recruitment and job seeker trends, and how LinkedIn can leverage its existing professional network and platform to implement and promote its new resume builder.

1. Product Augmentation
Group F

2. Company & Product Augmentation

3. Background and Overview
•Founded in 2003
•Based on a freemium business model
•Customer Target:
Professional individuals and businesses of all types
Recruiters, Executives, Businesses and Individuals
• Professional Networking
• Job Search
• Group and community
membership
• Idea sharing
• Professional status building
Targeted
news
• Targeted Recruiting
• Corporate Community
development
• Business profile building
Consumer Corporate

4. Linkedin is a networking platform for all
professionals that empowers users and helps
them progress professionally by providing the
ability to stay connected, informed and relevant in
their profession.
Value Proposition

5. CORE PRODUCT
Online platform for professional networking
REAL PRODUCT
• Credible and easy to navigate online and mobile interface
• Profile exposure and career advancement support
EXPECTED PRODUCT
• Professional audience
• Flexible platform (mobile, tablet)
• Statistics and tracking of your networking
• Support for expanding your network within LinkedIn
• Targeted and reliable job search and professional updates
AUGMENTED PRODUCT
Personal visual resume builder
(PDF and JPEG exporting enabled)
Product Structure & Augment

6. CORE CONSUMER VALUE
PRODUCT
The ability to establish yourself as a
connected and relevant member of
your professional community
AUGMENTED PRODUCT
AUGMENTED VALUE
The ability to establish yourself more
easily through improved
communication and multi-platform
usable professional profile
GOAL
• Protect LinkedIn’s competitive position
• Expand product offering to promote up-selling and improved
revenue
• Grow LinkedIn’s position in the Job Search market
Value Added & Goal of Augmentation

7. Market Overview & Trends

8. Recruitment trends for 2014
• Employee referral programs will become the dominant source for hiring;
every employee will become a talent scout and this will be further fortified
by social media tools.
• Social media platforms will open the door for passive professionals who
don’t have the time to update their resumes; more firms are learning that
accepting a social media profile alone (usually a LinkedIn profile) is more
than adequate at least initially to begin the hiring process.
• Technology plays an ever-increasing role in the hiring process as more
companies are now using an applicant tracking software – the computer
simply sifts through information in the system for résumés whose contents
meet the current job opening’s criteria.
Source: The Top 10 Recruiting Trends, Problems and Opportunities for 2014
8 Hot Job Hunting Trends for 2014

9. Market
“Bells and whistles do get attention, but ultimately what I'm looking
for is strong content, clearly articulated accomplishments and a
unique value proposition.” Recruitment expert
Source: Creative Resumes, Gimmick or Great Idea?

10. Market
Creative resumes are gaining popularity but classic formats are still under
demand by recruiters

11. Unemployment Data
Spanish unemployment duration
exceeded 2 years in 2013
While other parts of the world saw a
decrease in the unemployment rate in
2013, the Eurozone saw an increase
Unemployment data indicates a continuous need to clearly communicate
strengths to employers

12. Job Seekers Situation
Source: Bureau of Labor Statistics

13. • Social networks like Linkedin present referral opportunities that help
increase the chances of landing a job opportunity
• According to career coach Julie Jansen, 85% of hiring managers use social
networking sites like LinkedIn to look for potential candidates who’ve been
referred by other professionals
• Linkedin provides job seekers with a free resource to build personal
branding opportunity which is essential in today’s competitive environment
Linkedin as an essential
employment tool
“In today’s competitive job market, you
need to think of yourself as a brand. No
one gets excited about commodities.”
William Aruda – founder of personal
branding company Reach Branding Club

14. Competitors

15. Vizify
Visualizing. Realizing. Clarifying.
• Founded in 2011
• Freemium business model
• Targets business professionals
• Features
• Resume + biography presented through animated slides
• Powered by social media feeds, i.e. automatic updates
• Personal site analytics such as page views
• Personal domain name + email forwarding
• Customizable content

16. Vizify

17. ResumUp
Go visual. Get visible.
• Founded in 2011
• 100% free for users
• Targets business professionals + recruiters
• Features
• One-click resume infographic
• Career road map
• Career preferences (e.g. travel, salary, relocation, etc.)
• Free comparison to candidates looking for same career profile
• Leverages information from other social media platforms automatically

18. ResumUp

19. Linkedin’s Advantges

20. •Promoting New Resume Builder through
Slogan
•Promote Premium Membership for to upgrade
resume builder into the full version
(customizable)
•Provide Help and FAQ support (clickable Link)
•Profile Picture
•Address and Phone/Mail Details
•LinkedIn Resume link for export on third party
sites (only for premium members)
•Option of Implementing a personalized Video
(premium members only)
•Personal Endorsements
•Professional experience, Education and
Background description
•Personal Skill endorsements from the
LinkedIn Network
•Pie chart illustrating overall time (until present
and in %) of Work experience,
Apprenticeships, Studies, Unemployment/Job
Seeking, Technical and further education
•Several Pie chart illustrating skill level of
different software and job related skills in
general

21. Linkedin’s Advantages
• Visual appeal in a classic format
• Allows for display of professional endorsements
• Shareable within the LinkedIn platform
• Convenient – minimal effort required
• Exposure to more job openings

22. Implementation

23. Implementation

24. Implementation
• Notifications and
announcements on
homepage
• Advertisements on
competitors’ websites
• Google ads
• Social Networks
• Customers will have a
free trial in order to
have a feel of their
resume
• Available tutorial about
software
• How to use
• What to include
• Sample formats
• “Magic words”
• Alliances/partnerships
with
companies/universities
to encourage students
and employees to use
software
• They will have a
limited amount to
download (3) before
purchasing the
augmented value