LinkedIn: The Serious Business Platform

A SERIOUS STUDY.
This is not another “how-to” study about managing your digital ID, recruiting or growing your
professional network on LinkedIn.
This is a study explaining why it is no longer just a networking tool, but how it’s becoming a
multi-sided business platform that will help you grow your business in the New Economy of
Talents.
IF YOU ARE
A CEO/CFO
Why should you get your
teams to use LinkedIn?
IF YOU WORK IN
HR
How will the graph let you
recruit better, faster,
cheaper?
IF YOU WORK IN
BIZ DEV
How the professional
graph can generate
accurate leads.
IF YOU ARE
A B2B SOFTWARE
PUBLISHER
Why you might consider
partnering with LinkedIn
in the near future.
IF YOU WORK IN
IT
How you can subscribe to
Business a as Service
rather than buying
multiple desktop tools.
IF YOU WORK IN
PR
How the professional
graph will help you reach
the accurate B2B
audience.
IF YOU ARE
AN ENTREPRENEUR
How LinkedIn might help
you run your startup leaner.

THIS WORK WAS MADE FOR YOU TO SHARE, REUSE, REMIX, REWORK…
It is licensed under the Creative Commons BY-NC-SA license to allow for further
contributions by experts and users in the coming months.
You are free to share and remix/adapt the work.
You must cite this document:
faberNovel, LinkedIn, The Serious Network, June 2013
WHY DO WE RELEASE THIS KIND OF WORK FOR FREE?
You may not use this work for commercial purposes. You may distribute a modified
work under the same or similar license.
Our job is to help large organizations think and act like startups. And we believe this
cannot be achieved without causing people to want to innovate and explore new
business models. Our ambition is to inspire you by giving you the keys to understand
new markets like Russia, new business drivers like APIs or successful companies like
Apple, Amazon, Facebook… or LinkedIn.

A SHORT WORD FROM STÉPHANE DISTINGUIN.
It’s the graph
economy, stupid ;)
Stéphane Distinguin
Founder and
CEO at faberNovel
At faberNovel, we are passionate
about finding out what makes the
success and longevity of a tech
giant. But what really drives our
work everyday is the will to
detect and assess how the digital
revolution redefines how we
communicate, purchase, get
informed or even how we work.
In that matter, while opening up
LinkedIn’s engines and business
model, we have found ourselves
very much impressed with how
LinkedIn has already eased and
transfigured professional
interactions – be it in regards to
finding the right talent for one’s
company, generating leads faster
and smarter or having people
learn from one another’s
expertise.
We can all agree LinkedIn has
developed and delivered a neat,
fantastically powerful network of
serious people over the past 10
years - giving us all the rare
opportunity to be only 2 or 3
degrees away from the big guys
in the Valley. Where else than on
LinkedIn could you better brag
about your uniqueness as a
professional? As of today, I know
no better marketplace of talents
and decision makers.
But that’s not it.
The same way the unrecognized
genius Will Hunting was humbly
resolving complex math
equations in a corridor at MIT, we
believe that somewhere in
Mountain View, LinkedIn is
gathering huge amounts of
valuable business data and is
silently drawing what might be
the first global economic graph.
With such gold in its hands, what
role will LinkedIn play for our
companies and teams in the new
information era? We believe it
won’t be one of the networks we
choose to use or not. By
capturing and dispatching talents
and business interactions – if not
transactions, LinkedIn is the key,
sprawling business tool for the
New Economy.
And this is very serious stuff.

LINKEDIN ISN’T JUSTA SMALL ONLINE RESUME START-UP.
LINKEDIN IS
STILL SMALL…
Net Revenue ($bn)
169
64
53
5,5
1

IT’S THE FASTEST GROWING TALENT NETWORK.
Source: “LinkedIn’s Road to IPO” – Mashable.com
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2 new
members
every second
Members(inmillions)

NETWORKING ALL INDUSTRIES AND CONNECTING ALL FUNCTIONS.
Source: Amodiovalerio Verde – LinkedIn Demographics and Statistics 2012
0% 5% 10% 15% 20%
Government
Construction
Recreational
Consumer Goods
Corporate
Educational
Medical
Manufacturing
Finance
High Tech
0% 2% 4% 6% 8% 10% 12%
Consulting
Finance
Support
Administrative
Education
Information Technology
Engineering
Operations
Sales
Entrepreneurship
Top 10 industries
on LinkedIn
Top 10 job functions
on LinkedIn

WITH GLOBAL FOOTPRINT.
Source: LinkedIn

DID YOU KNOW THAT…?
Source: 34 Fun and Interesting LinkedIn Facts You Never Knew, Million Social Help
The average age
of a LinkedIn user
is 41 years old
79% of all users
are 35 years old
or older
About 69% of users
make over $60k per
year
50% of all users are
business decision
makers
30% of traffic comes
from mobile

We believe that
LINKEDIN IS AN
UNDERRATED TECH
GIANT THAT SITS ON
A HUGE OPPORTUNITY.

IN 2003, A BUNCH OF GUYS FROM PAYPALAND SOCIAL.NET
THE FOUNDING FATHERS
Reid Hoffman
Founder and first CEO of LinkedIn
Former founder of SocialNet & COO of PayPal
Allen Blue
Product
J-L Vaillant
Engineering
Eric Ly
IT
K. Guericke
Marketing

HAD A PRETTY SMART IDEA.
Connect the world’s
professionals to make them more
productive and successful.

THEY JUST SAID: “LET’S FOCUS ON PROFESSIONALS, THEY HAVE MORE VALUE”.
VS.VOLUME BUSINESS
Small value customers * Large volume
= BIG REVENUE
VALUE BUSINESS
High value customers * Small volume
= BIG REVENUE
Google, Apple, Facebook and Amazon
operate mostly on B2C markets. B2C
transactions are usually small. B2C
customers thus have a low value when
considered individually.
LinkedIn is a B2B company whose users
are professionals. B2B transactions are
usually much larger than their B2C
counterparts. B2B customers thus have a
high value when considered individually.

THEY WERE RIGHT.
Source: Mashable.com, Yahoo Finance, TechCrunch.com, eMarketer, faberNovel analysis
Average time spent (in hours) per
month
THE LITTLE GIANT…
0.6
1.6
7
0.3
LinkedIn generates
more dollars per hour
spent on its site than
any of its rivals.
$0.7
$16.4
$2.9
$0.6
ARPU* / Average time spent
…FOUND A SECRET
INGREDIENT
*ARPU= Average Revenue Per User

NOW, LINKEDIN IS 10.
Reid Hoffman launches
LinkedIn with former
colleagues from PayPal
and SocialNet
Premium
Subscriptions
and “LinkedIn
Jobs” launched
Bessemer Ventures
invests $12,8m
First foreign
office opens
in London
Jeff Weiner
becomes
CEO
First
acquisition:
mSpoke
LinkedIn’s
IPO
Acquisition of
SlideShare
200m
members
milestone
Sequoia
invests $4,7m
10 m
members
milestone
THE FOUNDING TEAM
Reid Hoffman
Founder and first CEO of LinkedIn
Former founder of SocialNet & COO of PayPal
Allen Blue
Product
J-L Vaillant
Engineering
Eric Ly
IT
K. Guericke
Marketing
CURRENT MANAGEMENT (KEY PEOPLE)
Jeff Weiner
CEO of LinkedIn
Former VP of Yahoo!’s Network division
Nick Besbeas
VP Marketing
David Henke
COO
Deep Nishar
Products & UX
Kevin Scott
VP Engineering

IT’S WORTH $20BN.
Public
Company
Valuation multiples
17x Revenue
126x EBITDA
Source: Venture Source, Mashable.com, LinkedIn Investor Relations, Yahoo Finance
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Nov 2003
A.Round
Sept 2004
B.Round
Dec 2006
C.Round
Jun 2008
D.Round
May 2011
IPO
VALUATION
($m)
NET REVENUE
($m)
9x Revenue
38x EBITDA
5x Revenue
15x EBITDA
VS.

IT IS THE BEST VALUED SOCIAL NETWORK OUT THERE.
Enterprise value / number of members
(i.e. the valuation of each LinkedIn member)
$52
$81
$50
$42
*ARPU: Average Revenue Per User
OBVIOUSLY, THEY MIGHT BE DOING SOMETHING RIGHT.
Source: Mashable.com, Yahoo Finance, TechCrunch.com, eMarketer, faberNovel analysis

IT’S STILLA DISPUTED LEADER IN SOME REGIONS.
In France, Viadeo is a close second:
LinkedIn: 4M unique visitors per month
in 2012
Viadeo: 3.7M unique visitors per month
in 2012
FRANCE
Xing is still bigger in the DACH region
!  Xing: 5.1m members (2011)
!  LinkedIn: 2m members (2011)
GERMANY & AUSTRIA
JAPAN
CHINA
! Tianji (owned by Viadeo) has 14m
members
!  LinkedIn has only 3m members in
China
Source: Médiamétrie, Mixi.com, Xing.com, Crunchbase
! Mixi, the social networking site (also
used for business), has 27m members
!  LinkedIn has approx. 900k users in
Japan

BUT IS GAINING GLOBAL MOMENTUM.
Source: LinkedIn Earnings Call Q4 2012
$244m
Revenue breakdown by region
APAC= Asia Pacific, EMEA= Europe Middle East and Africa
2010
$522m
$972m
Other Americas
APAC
EMEA
US
2011 2012

YES PEEPS, THERE’S A NEW KID ON THE BLOCK.
CONTENT
platform
COMMERCE
platform
SOCIAL
platform
ENTERTAINMENT
platform
BUSINESS
platform
Bringing the power
of the social network
to business

•••
LinkedIn is remarkable in continuously delivering
value to its members through fast and mastered
product development.
Above all,
LINKEDIN’S “BIG IDEA” WILL
ENABLE THEM TO DISRUPT
BUSINESS AS USUAL.

PART I

A multi-sided platform
catering to the needs
of 4 categories of
professionals.
RECRUITERSMARKETERS
BUSINESS
PARTNERS
Find the right talent
Access to a captive
user base
Reach a qualified
audience
Connect with
peers & find
opportunities
MEMBERS

•••
STEP #1:
BUILDING UP
MEMBER BASE
With state of the art resume
and reputation management.
RECRUITERSMARKETERS
BUSINESS
PARTNERS
MEMBERS

“SHINE BRIGHT LIKE A DIAMOND”.
Users connect
with other people
to grow their
network
Users can update
their profile
experience
regularly
Slideshare
publications
embedded in
the profile
Videos
Resume
summary
Share
professional
content
Profile
information

Find similar profiles
Users’ skills can be
endorsed by their network
Prizes and distinctions
received
Languages spoken
AND ADD REPUTATION TO TALENT.

USERS ARE MONETIZED ON A FREEMIUM BASIS.
LinkedIn Premium Job Seekers
Basic account is free to use. Paying users have access to:
•  Full profiles up to 3rd degree connection
•  Know who viewed your profile
•  More InMails
•  Premium Search (more filters: Seniority, Company
Size, Interests, Fortune 1000)
Job seekers who want to increase their chance of
reaching recruiters can choose a paying account:
•  InMail message to recruiters
•  Featured applicant in a recruiter’s candidates list
•  Job Seeker groups and webinars
•  Who’s viewed your profile

By focusing solely on professional
networking, LinkedIn solved the dilemma
between private and professional online life
and thus built a robust legitimacy in the B2B
world.
BUT MORE THAN A SOCIAL
NETWORK, IT IS A REAL
BUSINESS PLATFORM.
LINKEDIN IS
THE SERIOUS
FACEBOOK FOR
PROS: THAT IS WHY IT
IS HERE TO STAY.

•••
RECRUITERSMARKETERS
BUSINESS
PARTNERS
MEMBERS
STEP #2:
ATTRACTING
RECRUITERS
With access to the largest
talent database.

WITH TALENT SOLUTIONS, RECRUITERS REACH THE RIGHT PROFILES.
Search for profiles
Track applicants
on LinkedIn
Create search alerts
Recommendation
algorithms suggest
people to hire
Product management
module
Recruiters can post
jobs on LinkedIn
Source: LinkedIn

TALENT SOLUTIONS ARE MAINLY MONETIZED AS A SAAS.
LinkedIn Recruiter Corporate is the SaaS solution for
corporate recruiters. It can be accessed for an
annual subscription fee.
Costs $8,000 per recruiter on average
Talent Finder – Freemium
For SMBs
LinkedIn Recruiter Corporate – SaaS
For Corporations
Freemium model. Paying subscription gives access to very
basic recruiting tools:
•  Full profiles up to 3rd degree connection
•  Know who viewed your profile
•  More InMails
•  Premium Search

•••
RECRUITERSMARKETERS
BUSINESS
PARTNERS
MEMBERS
STEP #3:
ATTRACTING
MARKETERS
With access to a highly
qualified professional
audience.

MARKETERS TARGETA PROFESSIONALAUDIENCE IN REAL TIME.
Create awareness
Display ads, polls and social ads,
company pages, career pages
Generate engagement
Social plugins (Follow, Share,
Recommend), Sponsored Groups
“A core part of our strategy is making
our solutions more relevant for both our
members and customers by significantly
investing in targeting capabilities and
analytics.”
LinkedIn 10K
Measure and analyse
LinkedIn Analytics and Research
(insights on campaigns and audiences)

MARKETING SOLUTIONS ARE PRICED ON A COST-PER-ADVERTISEMENT BASIS.
Most “Marketing Solutions” products are sold
on a cost-per-advertisement basis (no subscription)
Special ads are priced on demand
(poll ads, sponsored posts, sponsored whitepapers, etc.)

•••
RECRUITERSMARKETERS
BUSINESS
PARTNERS
MEMBERS
STEP #4:
ATTRACTING
BUSINESS
PARTNERS
With APIs giving access to
products and users.

BUSINESS PARTNERS LEVERAGE LINKEDIN’S APIs TO BUILD NEW SERVICES.
An API is like a toolbox containing data and functionalities, that a
developer can integrate with other apps and websites to build new services.
Example: applying with LinkedIn
A candidate applies for a
position on the company’s
page with his information
on LinkedIn
The candidate’s
LinkedIn profile is
sent to the recruiter
The company’s job
page is connected to
LinkedIn via an API
1 2 3

TWO LEVELS OF INTEGRATION.
Open Private
(Partner Program)
Social plugins
Company and member profile
The Open API grants access to basic functionalities The Partner APIs give access to a much higher
level of functionality, but developers first have to
go through the LinkedIn approval process.
Job posting API
API that lets recruiters post jobs on LinkedIn from third-
party applications.
Ads API
Enables marketers to manage their LinkedIn Ad
campaigns from third party platforms or agencies
Social Media Management API
Allows companies to manage their Social Marketing
campaigns on LinkedIn through third-party solutions (e.g.
Hootsuite, Spredfast…)
Application Tracking System API
Allow ATS partners to use Apply with LinkedIn, and match
a position within the ATS to a LinkedIn member profile
…

ENHANCING LINKEDIN’S ABILITY TO DELIVER THE BEST VALUE TO ITS MEMBERS.
Extended Reach
By opening up its
functionalities, LinkedIn
aims to be present
outside of its own
platform, thus extending
its reach far beyond its
own walls.
Innovation
Encouraged
75,000 developers are
using LinkedIn APIs. They
are a great way for
LinkedIn to leverage the
creativity of others and
spot new ideas/concepts
that might serve LinkedIn’s
goals.
Enriched
Professional Graph
By involving itself in B2B
interactions thanks to its
APIs, LinkedIn knows more
and more about its
members. This data fuels its
Professional Graph, which
can be leveraged for
marketing purposes and
value-added services.
Controlled
Experience
Applications that fail to
meet the Terms Of Service
are cut off from their access
to the APIs. LinkedIn keeps
very tight control on what
can and cannot be done, to
ensure LinkedIn’s
members’ interests are
served first.

CASE STUDY #1: APPLYING FOR A JOB AT COCA-COLA WITH LINKEDIN
Source: Developers.Linkedin.com
People applying for a position at Coca-Cola
can do it directly via their LinkedIn profile.
It allows candidates to apply faster, and
recruiters to easily get more information
about a candidate by tapping into their
Professional Graph.

CASE STUDY #2: DEEP INTEGRATION OF LINKEDIN WITHIN BUSINESS INSIDER
Sign in with
LinkedIn
Share an article
on LinkedIn
Source: Developers.Linkedin.com
Trending
LinkedIn
topics

PART II

LinkedIn’s
Business as a
Service is driven
by 3 engines.
RECRUITMENT
ENGINE
BIZ DEV
ENGINE
CONTENT
ENGINE

•••
RECRUITMENT
IS AN ART,
BIG DATA MAKES
IT A SCIENCE.
RECRUITMENT
ENGINE
BIZ DEV
ENGINE
CONTENT
ENGINE

THE TALENT FINDER OF THE DIGITALAGE.
RECRUITER’S NEED
SHORTLISTED
CANDIDATES
POOL OF CANDIDATES
CV SELECTION & PROFILE
MANAGEMENT
ADVERTISING SEARCH EMPLOYER BRAND
Job boards
Print ads
Campus
Contacts
Referrals
Agents
Database
RECRUITMENT PLAN RECRUITMENT PLAN
LINKEDIN
PLATFORM
SHORTLISTED
CANDIDATES
VS.

THE BIGGEST RESUME DATABASE IN THE WORLD.
WITH 225 MILLION MEMBERS REGULARLY UPDATING THEIR PROFESSIONAL PROFILE, LINKEDIN IS THE
GO-TO PLACE FOR RECRUITERS.
225
Million
profiles

EASYACCESS TO SOUGHT-AFTER “PASSIVE CANDIDATES”.
20%
active
candidates
On job sites, 100% of
members are active job
seekers
80%
passive
candidates
They are not actively
looking for a job but may
be approachable
ACCESS TO PASSIVE CANDIDATES IS VERY VALUABLE FOR RECRUITERS: THESE PROFILES ARE USUALLY
HIDDEN FROM THE JOB MARKET AND ACCESS IS EXPENSIVE (E.G. HEADHUNTING COSTS)
225
Million
profiles

CONNECTED TOGETHER.
2nd
degree
3rd
degree
UNLIKE OTHER RESUME DATABASES, LINKEDIN GRAPH ENGINE CAN CALCULATE THE DISTANCE THAT
SEPARATES YOU FROM ANOTHER PROFILE. IT GIVES TO RECRUITERS THE ABILITY TO EVALUATE A CANDIDATE’S
INFLUENCE IN A PROFESSION.
1st
degree

Based on those
algorithms, LinkedIn
tools help find the best
candidates on the
market.
Identify & contact
the best candidates
ACCURATE
SELECTION
Tools for
recruiters
Best profiles
LINKEDIN’S ALGORITHMS
LinkedIn’s database
Graph engine
Search algorithm
Recommendation
algorithms
225 Million profiles
PUTALGORITHMS INTO THE HR INDUSTRY, AND LET IT COOK.

Recruiting
Better, Faster,
Cheaper.

MORE CANDIDATES + BETTER SELECTION = INCREASED QUALITY OF HIRE.
Source: Social Recruiting Survey 2012 - Jobvite
Since implementing social recruiting,
HOW HAVE THE FOLLOWING CHANGED ?
INCREASE DECREASE STAYED THE SAME
CANDIDATE
VOLUME
CANDIDATE
QUALITY
EMPLOYEE
REFERRALS

PUSHING FILTERING WORK BACK TO ALGORITHMS, DECREASING TIME-TO-HIRE.
Time
Number of resumes
TIME-TO-HIRE WITH LinkedIn
HIREHIRE
Shortlist
Small pile
of resumes
Pile of
resumes
Shortlist
TIME-TO-HIRE WITHOUT LinkedIn
LARGE POOL
EFFICIENT PRE-SELECTION
SOURCING OF LESS
QUALIFIED CANDIDATES
LARGE RESUME PILE MEANS
HEAVY SELECTION WORK

CASE STUDY: OPOWER DECREASING COST OF HIRE.
COMPANY
• Opower is a software company that
helps users save money on energy bills
• It had 354 employees as of March 2013
$2.7 million
AMOUNT SAVED WITH LINKEDIN
$18k+ saved per hire
Source: New York Times, faberNovel analysis
RECRUITMENT PLAN
• 9 people are on the recruiting team
• Planned to hire 150 people in 2013
COST OF RECRUITMENT WITH LINKEDIN
RECRUITER
• 9 subscriptions to LinkedIn Recruiter: $75,000/year
• Online search/job board budget: $165,000/year
• Referrals: $1,000/referred hire. Last year, only one
was referred. If we assume 5 in 2013 = $5,000
Total cost
$75k for LinkedIn recruiters + $160k job board budget +
$5k referral program
=$245k
COST OF RECRUITMENT USING A
RECRUITING FIRM
• Employees are paid $100k/year each (est.)
• Assumption: Recruiting firms take a 20% fee
Total cost
$100k salary x 150 openings x 20% agent fee
=$3 million
VS

Inventing new ways
to deal with
candidates.

THEN NOW
Address book Real-time network
Non-comprehensive / Non-searchable / Non-
updated / Limited to “first-degree” contacts / Doesn’t
display mutual contacts
Searchable (profession, industry, geography) /
Updated in real time / Open to 1st and 2nd-degree
contacts / Displays contacts
RAPID ACCESS TO RELEVANT CONTACTS
LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS LEVERAGE THEIR CONTACTS.

Resume database Graph search
Limited to active candidates / Not regularly updated /
Limited to a geography, or sector / Search relevance
based on keywords only / Not personalized / No
information about common connections / Expensive
225m active and passive candidates / Regularly
updated by members / Personalized search (skills,
endorsements) / Closer degrees appear first / Ability to
see common connections / Unlimited search
Source: Monster.com
THEN NOW
ACCESS TO 25 RESUMES COSTS $255 ON MONSTER.COM
LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS SEARCH FOR RESUMES.

Recruitment Agents Recommendation engines
Headhunters / Executive search / Employment
agencies / High fees / Source and screen a lot of
candidates
Intelligent recommendations (based on search,
previous hires, job description keywords) / Use the
LinkedIn open network (beyond 3rd degree) / Time
and cost-efficient
THEN NOW
AGENTS CAN CHARGE 20-30% OF FIRST YEAR SALARY
LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS FIND MATCHING PROFILES.

Employee referral program Automated referral engine
Time-consuming / Time required to gather
candidates / More candidates in the pool but
more work to qualify them
Free / Search through an employee graph
and find matching profiles / Profiles
automatically suggested to employees /
Cuts referral campaign duration
THEN NOW
EX:”GET $1,000 IF YOU REFERRRED CANDIDATE GETS HIRED”
LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS USE EMPLOYEE REFERRALS.

LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS POST JOB OFFERS.
Newspaper job ads Targeted, social job ads
Limited audience / Not targeted / No metrics “Work With Us” ads appear on a company’s employees’
profile pages / Employees become an ad medium /
Relevant jobs displayed with the photo of the viewing
member / Metrics / Higher conversion rates / “Jobs You May
Be Interested In” is another feature that also recommends
jobs to members on LinkedIn or via mail Alerts
THEN NOW
½ PAGE WEEKLY DISPLAY + 30-DAY ONLINE AD IN THE NYT COSTS $1,000

Online job boards Graph-based job board
Audience = active candidates only / Resume only, not
a member database / Search based on keywords,
geography, etc. / Jobs appear when they are searched
for / Up-front fee
Large audience (225m members) / Active & passive
candidates / Job-matching algorithms / Contextual
display (appear in news feed, on employee page, etc.) /
Jobs available on partner sites / Pay-Per-Click pricing /
Bidding price
THEN NOW
30-DAY JOB POST ON CAREERBUILDER COSTS $419
LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS USE ONLINE JOB BOARDS.

LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS MANAGE CANDIDATES.
Resume parsing Talent pipeline management
Breaks down resume information / Sorts it into groups
(education, skills, work experience) / Keywords are
entered / Resume score based on keyword matching /
Already-qualified candidates (matching algorithms) /
Graph validation (referrals, skills, endorsements) / Grow
a base of candidates in the long run / Contact leads
with targeted InMails
THEN NOW
LESS PEOPLE REQUIRED TO SORT OUT CANDIDATES WITH LINKEDIN

Corporate website Company & career page
Visitors (low engagement) / Editorial content / List of
untargeted job postings / Email contact
career@company.com / Cannot relate to any
employee / Inaccurate metrics
Followers / Social content (targeted status updates) /
Rich content (SlideShare, video, etc.) / Personalized
jobs / Interactions “Connect with Bill G. Senior VP” /
Displays employees that are connected to the visitor /
Accurate metrics
THEN NOW
LINKEDIN IS THE 36TH MOST-VISITED WEBSITE VS. 630,942ND FOR FABERNOVEL COPORATE SITE
LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS BRAND COMPANIES ONLINE.

A CLOSER LOOK ATA LINKEDIN COMPANY PAGE.
Build an audience
of followers
Display ads: jobs, company pages
Display presentations
published by company
Showcase your offering:
career pageEngage your audience:
targeted status updates
Create brand ambassadors:
employee network

Online forums & job fairs Professional groups
Limited in time / Limited post-meeting contact / Limited
reach / Paper brochure / Look for information / Answer
topics / Crowded / No information on participating
members
Targeted population / Digital brochure / Extended reach
Engage discussions / Like, Share, Follow, Comment /
Community / Integrated updates: members, jobs,
promotions / Polls / Analytics and statistics
THEN NOW
A STAND COSTS $5,000 IN A JOB FAIR, WITHOUT COUNTING PROMOTIONAL MATERIAL
LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS ENGAGE WITH CANDIDATES.

A CLOSER LOOK AT LINKEDIN GROUPS.
Start a discussion
or create a poll
Relevant ads
Like, Comment,
Flag, Follow
Identify weekly
influencers
Group statistics
Stay up to date with
members, promotions,
job offers
Source: LinkedIn

ALGORITHMS CAN DO A LOT…
BUT THEY CAN’T REPLACE HUMAN
INTERACTIONS.
There are things a machine can’t do
• Judge whether a candidate is a good fit
• Assess a candidate’s motivation
• Identify a future leader
• Bet on a candidate’s career potential

Reshuffling
the whole recruitment
ecosystem.

LINKEDIN HAS NOT INVENTED E-RECRUITMENT.
SOCIAL NETWORKS JOB BOARDSRECRUITMENT
SOFTWARE (ATS*)
To source online, recruiters juggle between 3 sets of tools :
*ATS: Applicant Tracking System
Recruiters use software to be
more productive at sourcing:
Candidate Relationship, Job
Postings, Referral
Management…
Through social networks,
recruiters can identify and
qualify candidates as well as
post jobs across the network
On job boards, it is easy
for recruiters to post a job
and search for relevant
profiles in the resume
database

BUT HAS BECOME THE ONE-STOP SHOP FOR TALENTS.
SOCIAL NETWORKS JOB BOARDSRECRUITMENT
SOFTWARE (ATS*)
LinkedIn Talent Solutions
include a candidate CRM
LinkedIn is a professional
graph with 225 millions nodes
LinkedIn provides a
targeted Job Board
platform.
*ATS: Applicant Tracking System

LINKEDIN RECRUITER IS A 3-IN-1 TOOL.
It’s a social sourcing
solution
Which allows graph search, social
recommendation engines and
candidates’ activity follow-up
It’s a candidate CRM
LinkedIn Talent Pipeline
allows recruiters to manage
and synchronize sourcing effort
Focus: Recruiter is
LinkedIn’s flagship tool
for talent sourcing
It’s a Job board
LinkedIn Talent Pipeline
allows recruiters to manage and
synchronize sourcing effort

AGAINST LINKEDIN, THIRD-PARTY RECRUITERS MIGHT LOSE THE GAME.
Source: Bersin & Associates
Agencies take 29% of the HR
budget and fill only 8% of jobs
Where does HR money go for recruitment?
Professional networks take 3% of the
HR budget and fill 10% of jobs
Recruitment
agencies are
more expensive
by a factor of: 12X
BY AUTOMATING WHAT USED TO BE A SOFT SKILL,
LINKEDIN CIRCUMVENTS HISTORICAL INTERMEDIARIES.
vs

WHICH WILL PUTAN END TO JOB BOARDS’ SUPREMACY.
of all job openings
are posted on
LinkedIn
of jobs on LinkedIn
can be found
nowhere else.
Jan 27th:
LinkedIn files for IPO
Monster.com stock price
Stock Price in $
CEO is open to
selling Monster.com
Monster.com used to be the leading career site in the world. But now…
2011 2012
25
20
15
10
5

AND TAKE ON RECRUITMENT SOFTWARE.
Today, partner
Tomorrow, compete
A “CRM for Recruitment” that
handles job applications and
resume data from multiple sources
LinkedIn is a sourcing solution which
also includes a profile management
module called “Talent Pipeline”
ATS
With “Talent Pipeline”, LinkedIn is just a step away from launching a proprietary ATS.
Synergies would be significant: LinkedIn’s algorithms would learn from a recruiter’s
behavior on the ATS (types of profiles chosen…) and push better candidates.
ATS
VS
API

MEANWHILE… NEW PLAYERS ARE MAKING THEIR WAY INTO E-RECRUITMENT.
NICHE PROFESSIONAL NETWORKS SOCIAL RECRUITMENT APPS OR SITES
CAREER RECOMMENDATION SITES BIG DATA SOURCING
Artists & designers can showcase
their work and get hired
Prof. networking tool for physicians
Collaboration, networking and jobs
for scientists
Professional network for teachers
Startup and investors network
Professional network based on
Facebook graph
Facebook-based corporate
recruiting solution
Monster.com app for Facebook
(endorsements, connections)
Facebook-based candidate
identification solution
Company reviews, insider job
information
Company reviews, insider job
information
Recommends jobs based on
social media profiles and career
objectives
Assesses applicant’s strengths
to recommend a workplace fit
Aggregates data from multiple
sources to find and rank the
best matching developers
A talent search engine based
on the entire web
Collects social evidence to
help companies find hidden
technology candidates
Collaborative development
platform. Also used to identify
best developers

LinkedIn has
gold in its hand.

ENHANCED SKILLS
REPRESENTATION
LINKEDIN HAS
CAPTURED AND
QUALIFIED ITS
MEMBERS’
SKILLS…
…AND WILL BE
ABLE TO USE
THOSE SKILLS
SMARTLY IN THE
FUTURE.
Standardize profile
dashboard
INVENTING SKILL-BASED RECRUITMENT.
FEB. 2011
Skills & Expertise
Dynamically and visually
represent your skills and
talents through
infographics or spider
graphs
VALUE FOR
RECRUITERS
SKILL
GAMIFICATION
Enhance candidate
search result relevance.
Recruit by actual and
acquired skills rather
than by school
SEPT. 2012
Endorsements
Members improve their
skills score by passing
tests, completing their
profile, posting more
insights
SKILL MAPS
See where to recruit.
Localize skills. Identify
clusters
APR. 2013
Upload rich media
to the profile
See where the skills are
located by region, see
trending skills, and see
skill gaps

FINDING PEOPLE BASED ON THEIR SKILLS, NOT THEIR CV.
AN INVESTMENT
BANKER…
…CAN MAKE A VERY GOOD SALES
MANAGER

LINKEDIN IS ALREADY TESTING A SKILLS & EXPERTISE SEARCH TOOL.
Explore
related skills
Search for
specific skills
Skill trend
(searches) See how fast the
skill develops
Find where
those skills are
Find the best
profiles

SUGGESTING OPTIMIZED CAREER PATHS.
•  Set career goals and track progress on LinkedIn
•  LinkedIn can identify intermediary jobs that will help
professionals achieve their career goals
•  Through LinkedIn, members can compare their career
path with college connections
•  Aggregate career statistics and predict when a certain
profile is likely to change jobs or be more open to career
moves
•  Through aggregated career objectives, LinkedIn could
help recruiters adapt their offers to job seekers’
aspirations
…LinkedIn can help recruiters
anticipate and adapt
picto
...LinkedIn can help members plan
their career
By being the only site to gather data on career histories…
III

•••
MAKING EVERYONE
A GOOD
NETWORKER.
YES YOU CAN.
RECRUITMENT
ENGINE
BIZ DEV
ENGINE
CONTENT
ENGINE

IN SALES, IT’S NOTABOUT WHAT YOU KNOW, BUT WHO YOU KNOW.
Rolodex Augmented rolodex
THEN NOW
Not searchable / Not up-to-date / Add business cards
manually / Not mobile
Access to 3rd degrees / Searchable / Up-to-date / Mobile /
Import contacts from various sources (Gmail, Outlook,
etc.) / Conversation history / “How you met” feature
LinkedIn stores sales people’s real-time graph: it helps them better manage
their network and engage with their business contacts

WARM INTRODUCTIONS ARE BETTER THAN COLD CALLS.
THEN NOW
Cold calling “Ask for Introduction”
Lengthy process / Low success rate / Not
comfortable / Hard to pass the assistant gateway.
Identify “best path” to a lead leveraging 1st-degree
connection / Request an introduction online / Increased
success rate.
LinkedIn graph engine helps sales reps identify the right target through co-workers’ connections.
This saves sales prospecting time and increases success rate

GRAPH SEARCH MAKES LEAD GENERATION LEANER.
Lead Builder
THEN NOW
Door-to-door prospecting Graph search
Door-to-door / Tradeshows / Meetings / Events / Buying
mailing lists & address databases / Manual
Build targeted lead lists / Save search criteria / Automatic
alerts / Advanced search features
By searching the graph, sales reps can avoid buying lists of unqualified leads,
and spending money and time prospecting and identifying the best lead

LINKEDIN MAKES LEAD MANAGEMENT SOCIAL.
THEN NOW
Lead Management Lead Monitoring
Create lists & spreadsheets with leads / Export to CRM /
Search for additional information about leads
Create lists of targeted profiles / Integrate CRM partners
through APIs (e.g. Salesforce) / Gather real-time lead
information and insights
LinkedIn mini-CRM and API help Sales Reps integrate the power of the
graph into their CRM client and increase productivity

CORPORATE SOLUTIONS ARE INSPIRED FROM PREMIUM USAGES.
Premium subscriptions serve as a signal as to
where we deliver outside value to certain groups of
members (…) and serve as a trajectory in terms of a
large market opportunity to build into.
FROM PEOPLE …TO CORPORATIONS
Test usages on premium members
LinkedIn identifies successful practices
by launching vertical premium
offerings (Sales, Recruiting…) or by
analysing how their customers use
LinkedIn (recently realised that
LinkedIn was used by IT managers to
screen IT vendors)
If significant adoption, upgrade
launch corporate solutions
LinkedIn tackles the corporate market
with proven and cash generative
Enterprise SaaS solutions. LinkedIn
launched Recruiter and is testing
Sales Navigator based on their past
successes as premium versions.

TAKING SALES SOLUTIONS TO THE NEXT LEVEL.
We are having early success selling (…) the initial pilot
with corporate customers. As compared to how recruiters
evolved within talent solutions, we believe we may be at a
similarly early stage in pursuing the sales opportunity with
sales navigator.
CURRENT SALES NAVIGATOR
PREMIUM LINKEDIN ACCESS
• Advanced lead search
- Lead Builder
- Profile Organizer
- CRM API
FUTURE SALES NAVIGATOR
CORPORATE SAAS
• Advanced lead search
• Develop LinkedIn social CRM
• Develop lead recommendation engine:
- “Lead You May Want To Contact” button
- “Lead Match”
- “Similar Customers”
WE USED TO KNOW LINKEDIN AS A RECRUITMENT FACILITATOR.
BUSINESSES WILL NOW LEVERAGE LINKEDIN FOR SALES TOO.

ENTERING THE $25BN CRM MARKET.
Revenue Mix
Revenue Mix
Source: LinkedIn, Gartner 2013 forecast
TomorrowToday
Premium Subsc.
Marketing
Solutions
Talent
Solutions
Sales
Solutions
With a Corporate
Sales Solution,
LinkedIn will get into
the $25bn CRM
market

•••
AN INVALUABLE
KNOWLEDGE
AND MARKETING
TOOL.
RECRUITMENT
ENGINE
BIZ DEV
ENGINE
CONTENT
ENGINE

LINKEDIN MUST ENCOURAGE ITS MEMBERS TO LOG-IN EVERY DAYAT WORK.
Source: Bureau of Labor Statistics, American Time Use Survey
Users still spend little time
on LinkedIn…
…But spend most of their time
in a professional environment.
Average time spent (in hours) per user
per month
What can
increase
engagement
at work ?
LinkedIn’s
engagement gap
Americans spend
Hours a day
at work

LINKEDIN HAS RECENTLYACQUIRED MAJOR SOCIAL CONTENT PLATFORMS.
MAY 2012 APRIL 2013 MAY 2013
Concept
The “Youtube of Powerpoints”
Deal value
$119 million
Concept
Social polls
Deal value
N/A (team acqui-hired)
Concept
News reader
Deal value
$90 million

LinkedIn Today
A social news aggregator and
reader
Influencers
An exclusive blog publishing platform
for top influencers
New mobile
Experience
An enhanced mobile
experience based on
content
THEYARE MOVING INTO THE MEDIA INDUSTRY.
PROVIDING FRESH PROFESSIONAL CONTENT EVERYDAY

TARGET: BECOMING THE 1st SOCIAL PLATFORM FOR PROFESSIONAL PUBLISHING.
PROFESSIONAL
AUDIENCE
SPONSORED
CONTENT
EXCLUSIVE
CONTENT
(INFLUENCERS)
THIRD-PARTY
CONTENT
PUBLISHERS
PROFESSIONAL
PUBLISHING
PLATFORM

Read the press every morning Graph-based news aggregator
Time-bound / Industry-generic content / Costly /
Quickly obsolete / Non-shareable
Industry relevance / Read or shared by contacts /
Real-time news
LINKEDIN HELPS PROFESSIONALS STAY UP TO DATE WITH NEWS.
(LinkedIn Today integrates Pulse technology to deliver
relevant content)
TOMORROW WITH LINKEDINYESTERDAY

Professional publications LinkedIn Channels
Costly subscriptions / Multiple publications in the
same vertical / No social features
All-in-one platform (integrated with news) / Social
features (share, comment…)
AND TRANSFORMS HOW PROFESSIONALS GET INDUSTRY-SPECIFIC INSIGHTS.
(LinkedIn’s magazine-like feature: ability to follow news,
and posts from influencers by vertical)
A subscription to “The Estate Gazette”: $350 per year Free feature

Print and send white papers Share online presentations
Print / Costly and limited distribution / Mail and
addresses (clients, prospects) / Many versions /
Stored or trashed
Digital / Free or freemium / Unlimited distribution
through sharing / Relevant audience / Online
presentation / Updated / Stored in the cloud
LINKEDIN TRANSFORMS HOW COMPANIES PUBLISH PROFESSIONAL CONTENT.
(Case studies, research reports…) (SlideShare technology integrated with LinkedIn)
YESTERDAY TOMORROW WITH LINKEDIN
A few weeks. A few minutes.

Advertorial Sponsored updates
Multiple media outlets / Untargeted audience /
Intrusive / No links / Text and images
Large reach / One-click / Relevant to targeted audience
Contextual / Linked to updated content / Rich content
(videos, slideshows)
LINKEDIN TRANSFORMS HOW COMPANIES PROMOTE THROUGH CONTENT.
(Paid B2B newspaper placement attempting
to look like an article)
(Targeted updates that appear in context in your feed)
Fixed Cost Based: $4,000 for a one-page advertorial in the
“Oil & Gas Inquirer” (Alberta B2B oil magazine)
Performance based: $0.75 CPM on LinkedIn Ads

Paper forms, calls, and business cards Analytics and tracking
Follow-up cold calls / Collect business cards /
Distribute and collect paper lead forms / Quality of
lead information is low / Little tracking of who actually
reads the paper
Tracks who viewed or downloaded the presentation /
Metrics: time spent per slide, number of views / Additional
lead info through online forms
LINKEDIN TRANSFORMS HOW COMPANIES TRACK AND CAPTURE LEADS
THROUGH CONTENT.
(Paid newspaper placement attempting to look like an article) (Targeted updates that appear in context in your feed)
Average call center fee is around $1/min. Calling 100 leads
for 5 minutes each (to capture their info) would cost $500
A basic SlideShare Pro account costs $19/month

DID YOU KNOW THAT...?
The Wall Street Journal is
launching its own professional
network
News Corp-owned The Wall Street
Journal will launch a professional
platform, called WSJ Profile, with the
objective of locking readers into the WSJ
ecosystem.
Source: The Next Web, Business Insider
Two opposite dynamics:
ContentSocial network
WSJ tries to enter into professional
networks by building a social network on
top of its content platform. However,
WSJ lacks LinkedIn main strength: user
accounts, which make LinkedIn so
attractive to content publishers.

And we think
LinkedIn won’t
stop here.

LINKEDIN HAS BECOME AN ENTERPRISE SOFTWARE.
LinkedIn total revenue breakdown by channel
$972m
$522m
$244m
Deriving most revenues from
SaaS (Talent Solutions), which
equips 16,400 companies…
…LinkedIn is no longer “just” a professional
network, it’s already a business tool.
2010 2011 2012
Freemium
Marketing
SaaS

HEAVY INVESTMENTS SUPPORT ROCKET-SPEED BUSINESS GROWTH.
Source: Zinnov Global R&D Management Study
We anticipate that we will retain all of our future
earnings for use in the development of our business and
for general corporate purposes.
LinkedIn dollars
$
Product
development
Acquisitions
Sales and
marketing costs

HEAVY SALES & MARKETING SPEND FUELS AGGRESSIVE GROWTH.
Source: LinkedIn 10K
20122011201020092008
CAGR 2008-2012 :
100%per year
SALES AND
MARKETING COSTS
33%
Sales and marketing staff are a
major engine behind LinkedIn’s
growth
Of Net Revenue
CAGR: Compound Annual Growth Rate
1
1

AN IMPRESSIVE LEVEL OF R&D INVESTMENT.
PRODUCT
DEVELOPMENT
25%
Engineers, product managers,
and developers focus on continuous
improvement to secure LinkedIn’s
long-term growth
Of Net Revenue
R&D spend vs. industry averages (% net revenue)
A STRATEGY OF EXTREMELY HEAVY INVESTMENT:
In November 2011, LinkedIn launched Project InVersion
to completely re-architect its code. It allowed LinkedIn to
develop and launch countless features at a fast-paced
rate.
Today, LinkedIn updates three times a day, while rivals,
such as Facebook and Google, typically update once a
day or every few days.
ACCELERATED WITH PROJECT
INVERSION: FREEZING CODE
DEVELOPMENT TO FASTEN
FEATURE LAUNCH.
25%

15%

12%

6%

LinkedIn
So+ware
&

Internet

Telecom
Computer
&

Equipment

A SERIES OF STRATEGIC ACQUISITIONS.
COMPANY DATE DESCRIPTION DEAL VALUE
May 2013 Social polling startup Undisclosed
Apr 2013
News aggregator and
reader (mobile & web app) $90m
May 2012
Presentation-sharing
platform. $119m
Feb 2012
Gmail plugin that displays
correspondent’s social
network details
$15m
Oct 2011 Search technology Undisclosed
Oct 2011
Unifies and manages
user’s contacts on email,
social networks, calendar
and phone
Undisclosed
Jan 2011
Scans business cards and
converts into contacts Undisclosed
Sept 2010
Ratings and reviews of
B2B service providers in
the US
$5m
Aug 2010 personalization engine Undisclosed
PROFESSIONAL
NETWORK
CONTENT-BASED
PROFESSIONAL
PLATFORM

CONTINUOUS IMPROVEMENT OF THE PLATFORM.
Source: LinkedIn 10K
Evolution of LinkedIn homepage
1 2 3 4 5 6

FAST & FURIOUS INTRODUCTION OF NEW FEATURES.
LinkedIn Today – March 2011
Influencers – Oct 2012*
Endorsements – Sept. 2012 Tablet app – April 2012
*LinkedIn interfaces and features can slightly vary on smartphone, tablet and mobile versions
New Mobile app – April 2013

WHAT’S NEXT ?

Our ultimate dream is to develop the world's
first economic graph. In other words, we want
to digitally map the global economy,
identifying the connections between people, jobs, skills,
companies, and professional knowledge -- and spot in
real time the trends pointing to economic
opportunities.
LINKEDIN HAS A BOLD VISION.
Jeff Weiner
CEO of LinkedIn

THE NEW ECONOMY: FROM HIERARCHIES TO NETWORKS.
ASSETS
TOP-DOWN COMMUNICATION
CORPORATIONS
STATIC MARKETS
WORKFORCE
INFORMATION
SOCIAL INTERACTIONS
ECOSYSTEMS
FAST MOVING ENVIRONMENTS
TALENTS
PYRAMID GRAPH
VS.

LINKEDIN’S PROFESSIONAL GRAPH CAN MAP PROFESSIONAL INTERACTIONS.
PROFESSIONAL GRAPH
Today, LinkedIn’s graph is based on social interactions between professionals.
COMPANY
CONSULTANTS
DESIGNERS
VENDORS
AGENCIES
CLIENTS
LOGISTICS
SUPPLIES

TOMORROW, IT WILL MAP TRANSACTIONS AND CREATE A “BUSINESS GRAPH”.
BUSINESS GRAPH
Tomorrow, LinkedIn could allow transactional interactions and augment the graph.
COMPANY
CONSULTANTS
DESIGNERS
VENDORS
AGENCIES
CLIENTS
LOGISTICSSUPPLIES

IT COULD GO WRONG.
CONFIDENTIALITY
CONCERNS
LinkedIn is a powerful tool for HR to
monitor their employees. LinkedIn
will have to ensure that members
privacy is respected and avoid a
“Big Brother” effect which might
drive users away from the platform
MEMBERS DILEMMA
LinkedIn wants more people to
become members…but not all of
them! LinkedIn focuses on
decision makers and knowledge
workers. At some point, LinkedIn
could encounter a “member
quality” issue and attract
undesired members. As an
example, LinkedIn recently saw a
rise in “escort services experts.”
SECURITY CHALLENGE
LinkedIn has had a major security
issue - it lost track of 6.5 million
member passwords in June 2012. As
LinkedIn controls more and more
professional data, security will
increasingly become a challenge.

BUT MOST LIKELY, LINKEDIN IS IN A GOOD POSITION TO BE THE MARKETPLACE
FOR BUSINESSES...

OR TO CREATE THE GRAPH-BASED APP MARKET.

WITH ALL THIS DATA, LINKEDIN WILL BE ABLE TO DRAW A GLOBAL ECONOMIC
GRAPH…
IN THE FUTURE, LINKEDIN WILL CONTROL A
MASSIVE AMOUNT OF DATA ABOUT JOBS, SKILLS,
MOVES, COMPANY INSIGHTS, AND
TRANSACTIONS.
With this data, and the potential of its algorithms, LinkedIn could:
•  Identify and map every economic opportunity on the planet along
with associated skills
•  Aggregate this data to show skill concentrations and skill gaps
by region or industry
•  Show what skills are relevant to a specific area
•  Sell this valuable macroeconomic data to governments,
universities, large companies…
*people who work or who are available for work
3.3bn
Global workforce*

…AND PROVIDE MACRO-ECONOMIC ANALYTICS.

EMPOWERING BUSINESSES FOR THE NEW ECONOMY.
BY TRANSFORMING "NETWORKING" IN A BUSINESS ASSET, PUTTING
TALENTS IN THE CENTER, LINKEDIN WILL BECOME THE NEW ECONOMY’S
ULTIMATE BUSINESS PLATFORM.
TALENTS
AMBASSADORS
EXPERTS
PARTNERS
INSIGHTSVISIBILITY
TOOLS

•••
t
CRASH TEST:
CAN I BUILD A
BUSINESS WITH
LINKEDIN ?
RECRUITMENT
ENGINE
BIZ DEV
ENGINE
CONTENT
ENGINE
$

MEET
Paul is a 32 year-old software engineer
who has developed an innovative
technology that connects cars to the Cloud
and which could thrive as the whole
industry is being reshaped.
He wants to invest money and time
focusing on developing his core
product and looks for the cheapest
and quickest way to develop his
business (find investors, partners, and
customers), minimizing costs and
maximizing impact.
Let’s see how he uses LinkedIn tools
to build his company.

START MY BUSINESS USING LINKEDIN1
BUILD A BUSINESS PLAN •  Advanced Search
•  Connect to people
•  Ask for an introduction
« Get insights into the market, technologies,
and people in this industry »
FIND CONTENT,
NEWS AND
INSIGHTS FROM
PROFESSIONALS
FIND A CEO
« I want to find the right person to
partner with »
GET IN TOUCH
WITH YOUR
SOULMATE
•  Use the Advanced Search tool to find
people with the right experience
•  Get introductions from mutual contacts
FIND INVESTORS
« Find people to support and help my
business »
GET INTRODUCED
TO THOSE WHO
HAVE CASH
•  Use the Advanced Search tool to
identify VCs
•  Get introductions from mutual
contacts
•  Get a premium account to reach +3
contacts
THROW A DEMO PARTY
« Get feedback on my MVP »
ONE-CLICK PR •  Join related groups
•  Use the broadcast tool
•  Send an announcement
1
2
3
4
FREE

GROW MY BUSINESS USING LINKEDIN2
FIND THE FIRST B2B CLIENT •  SlideShare
•  Follow Influencers
•  Follow Groups
•  Review LinkedIn Today
•  Find contacts in the same industry
•  Post a LinkedIn Poll
« I’d like to reach potential clients or
partners in large organizations »
GIVE MORE THAN
A COLD CALL
EVANGELIZE ABOUT THE
PRODUCT
« I want all CTOs in the car industry to
learn about my product »
REACH THE
RELEVANT
AUDIENCE
•  Start a company page and a products &
services page
•  Add offers to people who recommend
the company page
•  Get the product endorsed by members
•  Use targeted display ads
•  Post in related groups
•  Post sponsored updates
BE IDENTIFIED AS AN
EXPERT
« I want to build authority and get
visibility on that topic »
MAKE YOUR
EXPERTISE GO
VIRAL
•  Post a white paper on SlideShare
•  Create and manage a professional
group
•  Enrich your own LinkedIn profile
•  Request recommendations
5
6
7
PREMIUM

SCALE MY BUSINESS USING LINKEDIN3
ACCELERATE BIZ DEV •  Subscribe to a Sales Navigator
account
•  Get a SlideShare Pro account and
collect lead information
« I want to make sure we don’t miss
potential customers »
MAKE LEAD
GENERATION
LEANER
SCALE RECRUITMENT
« I want to equip my HR department
with easy and cost-effective tools to
grow the team »
FIND THE BEST
COWORKERS
•  Subscription to Talent Solutions
•  Post “jobs” for target audience
•  Enrich the career page
•  Use the referral engine
FIND PRODUCTIVITY TOOLS
« I’d like to get the best tools available
for accounting and biz dev »
GET THE
COMMUNITY TO
HELP YOU CHOOSE
•  Review product pages
•  Review product endorsement by
members
8
9
10
PRO

IN 5 YEARS, EMPOWERED BY THE GRAPH4
FIND A CONSULTANT LinkedIn Marketplace of Experts
•  Select target skills
•  Browse review and ratings from past
clients
•  Get in touch via LinkedIn
« I want to find the best marketing
expert to help us develop a new range
of products. »
BROWSE
REVIEWED AND
ENDORSED
CONSULTANTS
POST A RFP
« I’d like to brief mobile agencies for the
development of a mobile app. »
ONE-CLICK
REQUEST FOR
PROPOSAL.
OPTIMIZE SUPPORT COSTS
« I need to equip my teams with the
most accurate business tools, relevant
to each need. »
GET I.T.
ON DEMAND.
EXPAND BUSINESS
« My strategy is to get established in
new markets around the globe.»
DETECT REAL-
TIME GROWTH
OPPORTUNITIES
11
12
13
14
LinkedIn Marketplace of Briefs
•  Post a brief, request tasks and skills
•  Target audience
•  Receive, review and assess proposals
via LinkedIn
LinkedIn Productivity AppStore
•  Subscribe to LinkedIn Appstore as a
company.
•  Get access for your teams
•  Let each coworker select the desired tool
for the time needed.
LinkedIn Global Analytics
•  Detect high-demand + skilled talents +
low competition areas.

WORK WITH US.
A COMPANY YOU MAY BE INTERESTED IN.
http://www.linkedin.com/company/fabernovel

WE ARE FABERNOVEL.
WE HELP LARGE ORGANIZATIONS
THINK AND ACT LIKE STARTUPS.
Who we are
We are a global interdisciplinary
team of 70 business, technology
and design experts working
together with our clients to make
things happen with the speed
and boldness of entrepreneurs.
Our ofﬁces
From our offices in San
Francisco, New York, Paris and
Moscow we work with clients
everywhere in the world to help
them define and develop new
opportunities.
What we do!
We design, implement and
deploy product or services to
create new business models and
develop new streams of revenue
and profit.
We combine customer insights,
strategy, design, marketing and
technology services to create a
journey from concept to impact.
@faberNovel www.facebook.com/faberNovel www.fabernovel.com

PEOPLE YOU MAY BE INTERESTED IN : SEND US A MESSAGE.

THANK YOU.
To the fabernovel team
Benoît Talabot
Partner & Art Director
Jules Mahé
Junior Art Director
Claire Arnaud
Junior Art Director
Cassandra Ribotti
Graphic Designer
DESIGN
Amélie Pauvert
Communication manager
COMMUNICATION
Guillaume Charny-Brunet
VP Biz Dev in NYC
Tiago Forte
Project Analyst in SF
INTERNATIONAL
And also…
Cyril Bladier
Digital Strategist and LinkedIn Expert.
TechCrunch, Frenchweb, Mashable, LinkedIn,
Forbes, ERE.net, Business Insider, Gartner, Bersin &
Associates, Quora, Yahoo.
Courtney Mills
Junior Project Analyst

OUR WORK.
Facebook, The Perfect Startup.
And more.!
6 reasons why APIs are
reshaping your business.
Amazon, The Hidden Empire.
Expanding to Russia with Love.
•••
Three digital engines to reshape
and dominate retail
mazon.com
THE HIDDEN EMPIRE

LinkedIn: The Serious Business Platform

LinkedIn: The Serious Business Platform

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to LinkedIn: The Serious Business Platform

Similar to LinkedIn: The Serious Business Platform (20)

More from Fabernovel

More from Fabernovel (20)

Recently uploaded

Recently uploaded (20)

LinkedIn: The Serious Business Platform