how linkedin is adapting its platform for higher education - david thacker
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#inEDU14EducationConnect 2014
David ThackerVice President, Product
How LinkedIn is Adapting its Platform for Higher
Education
Be the most effective platform formarketers to engage with professionals
Our vision
We build
relationships between brands and the world’s
professionals to make them both more successful.
Mindset Matters
Personal Networks“Spend Time”
Info on friends
Info on personal interests
Entertainment updates
Professional Networks“Invest Time”
Career info
Updates on brands
Current affairs
1 – The Mindset Divide research study, TNS, September 2012 4
Be everywhere Be relevant Be helpful
Be relevant
Accurate Targeting
Profession
Seniority
Industry
Company Size
Geography
Education
Behavior
7
8
University Pages
Your destination to establish your school’s identity and build relationships with the world's professionals
Sponsored Updates
Personalize
Test
Control
Direct Sponsored Content
Content Marketing Score Measure your brand’s influence
Score Benchmarking Recommendations
Be helpful
13
Top 3 types of expected content
The definitive professional publishing platformMembers expect and trust content from brands on LinkedIn
Career info
Current affairs
Updates from brands
More engagement
7×
14
Firstname Lastname
Title
Company
2,000,000 followers
The definitive professional publishing platformMembers expect and trust content from brands on LinkedIn
Insights about career outcomes of educations worldwide
School
School
Dates
Field of Study
Degree
Dates Title & Function
Skills
Company
Industry
Title & Function
Industry
Company
Plus, active & engaged members, educators & employees
Drawn from 300+ million
memberprofiles
EmployersFind TalentAttract, target and hire the best new talent – early!
Build BrandStart early so the best students know your company
Streamline ProcessImprove your reach, efficiency and impact
EducatorsAttract Students
Showcase strengths and careers of alumni
Alumni RelationsEngage alumni for gifts,
relations
Career Centers Prepare students for
successful careers
CommunityCareer
Identity Insights
Students Find opportunities.
Best fit for me.
Informed decisions to help me succeed.
Who needs it? What for?
Help students at every critical milestone…
What are my career options if I choose this major?
What colleges send students to top medical schools?
Who can tell me what it was like to attend this school?
Choosing a College
Graduate School?
Choosing a Major
Academic Planning
Internships
Finding 1st Job
Success at 1st Job
Alumni Network
Rankings
University Finder
Decision Boards
Be everywhere
Smartphone consumption is always on
9pm6pm3pm12pm9am6am
2015
New Targeting Facets
Sponsored InMail 2.0
SPONSORED CONTENT LEAD NURTURING
Better targeting, relevance and measurement
One click fills forms with our accurate professional data
“Auto Fill turns whatused to be a complex
operation on mobile into a 2-step process.”
- Beta client
Audience expansion
Sponsored Updates in Pulse & Slideshare
We are investing to make marketing more EFFECTIVE
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