linkedin.com superbrands.uk.com LinkedIn Superbrands UK Annual Vol.20 employees often spend the day volunteering in their communities and inviting local non-profits into the office to work with employees. LinkedIn also partners with OUTstanding/ Involve in the UK and Ireland. Employees attend Future Leader workshops and participate in its mentoring programme for LGBT and ethnic minority employees. Recent Developments Producing reports using its extensive data has become an important part of what LinkedIn does. LinkedIn’s Workforce Report is produced monthly and reviews hiring and professional migration trends in the UK. It is timed in order to support the Office for National Statistics labour reporting cycle and covers the same time period. LinkedIn has also carried out research analysing the attractiveness of the British labour market, which shows a clear decline in Britain’s appeal to overseas job hunters searching in the UK, and a loss in market share of skilled immigration. Meanwhile, its annual Top Companies and Top Start-Ups lists rank the most sought-after companies to work for, whilst its Top Voices list ranks members whose posts, articles, videos and comments are driving engaging conversations in their industries and countries. LinkedIn also continues to develop its product portfolio having recently launched Talent Insights – a self-serve talent analytics product that taps into LinkedIn global data to provide real-time actionable insights to help businesses source talent more effectively. LinkedIn also continues to develop its content. For example, it recently announced plans to move its core hiring tools – LinkedIn Recruiter, LinkedIn Jobs and Pipeline Builder – onto one single platform called the new intelligent hiring experience. For recruiters, the new interface will give them access to all their talent needs in one place, helping them be more efficient, aligned and collaborative. Promotion LinkedIn produced its first ever TV ad in 2016, which ran in the US and launched during the Academy Awards – widely considered to be the US advertising industry’s second biggest TV slot, after the Super Bowl. The campaign also ran across print, digital and social. The creative concept was based on LinkedIn data, which found that three million of its members were qualified for NASA’s latest astronaut job posting at the time. The ad used NASA footage with a voiceover from LinkedIn’s CEO, Jeff Weiner. LinkedIn’s latest brand campaign ‘In It Together’ ran in the US, UK, Germany and France in 2018. The campaign has real LinkedIn member stories at the heart of its creative. The second wave of the campaign launched this year and hones in on people who have leaned on the LinkedIn community to help them secure their ideal jobs. The campaign highlights the power of community and how members come together every day to help each other connect to opportunities. The two phases of the campaign used a combination of out-of-home, digital, broadcast and on-demand media channels. Clever use of a campaign microsite also drove both content consumption and sign-ups. The campaign was further enhanced with influencer-led social activation and LinkedIn employee engagement. Brand Values LinkedIn aims to create economic opportunity by connecting professionals and making them more productive and successful. LinkedIn is the world’s largest professional network with more than 610 million members in Qore tLan 2þþ Gountries and territories worldwide -t aiQs to Greate eGonoQiG opportunity Fy connecting professionals and making them more productive and successful -t is transJorQing tLe way GoQpanies Lire Qarket sell and learn Market LinkedIn serves the global workforce and their employers through its online professional networking and recruitment platform. It has a diversified business model with revenue coming from Talent Solutions, Marketing Solutions, Sales Solutions, LinkedIn Learning and Premium Subscriptions products. In December 2016, Microsoft completed its acquisition of LinkedIn, bringing together the world’s leading professional cloud and the world’s leading professional network. Headquartered in Silicon Valley, LinkedIn has offices across the globe. LinkedIn has a wealth of workforce data and has developed The Economic Graph. This is a digital representation of the global economy, based on its 610 million members, 50,000 skills, 30 million companies, 20 million open jobs and 84,000 schools. In short, it’s all the data on LinkedIn. Through mapping every member, company, job and school, LinkedIn is able to spot trends like talent migration, hiring rates and in-demand skills by region. These insights help LinkedIn to connect people to economic opportunity in new ways. In addition, by partnering with governments and organisations around the world, it also helps others connect people to opportunities more effectively. Product LinkedIn believes that ‘You are happiest when who you are lines up with what you do’ and aims to humanise the world of work. LinkedIn members create their own profiles and connections to build and maintain a unique professional network, helping them throughout their professional journey. The platform can be used to search and apply for jobs, interact with their professional community, and to learn and upskill. By joining public or private Groups or following hashtags, members can also be kept up-to-date with news, debate and developments in their areas of interest and tap into the knowledge of their networks. Members can also build their own profiles through sharing content and publishing posts and articles. LinkedIn also provides businesses and recruiters with a platform where they can find, connect with and tap into diverse talent pools. With more than 20 million active job listings and 20.5 million members who have indicated being open to new opportunities, LinkedIn helps recruiters find the right person by matching the open role with qualified candidates, so they can prioritise the ones most open to hearing from them. The platform is available to anyone globally at no cost, with paid-for options for recruiters, talent and L&D leaders, and Premium members. Advertisers can also use the platform for targeted display ads and InMail campaigns. Achievements LinkedIn has built a strong culture, fuelled by a diverse workforce. Its vision is to ‘create economic opportunity for every member of the global workforce’ and its mission is to ‘connect the world’s professionals to make them more productive and successful’. In order to maintain a strong company culture, initiatives such as global company all-hands meetings take place every two weeks, led by CEO Jeff Weiner. For employees, this is an opportunity to hear how the company is doing, directly from executives in a non-filtered way. For executives, it’s a chance to keep employees apprised on high-level decisions at the company, provide an update on the direction of the company, and hear constructive, honest and open feedback from employees. No question is off-limits. Each month, LinkedIn also gives employees a day to focus on themselves, the company or the world. While this is an internal programme, LinkedIn LinkedIn started ‘Bring In Your Parents Day’ si\ years ago aJter finding tLat one-third of parents don’t know what their children do for a living DIDYOU KNOW? Brand History 2002 Reid Hoffman recruits a team of old colleagues to work on a new idea. 2003 LinkedIn launches. By autumn it shows enough promise to attract investment from Sequoia Capital. 2004 LinkedIn surpasses 500,000 members. 2005 The first business lines – Jobs and Subscriptions – are launched. 2006 The company achieves profitability and core features such as Recommendations and People You May Know are introduced. 2008 LinkedIn offices open in London; Spanish and French sites are also launched. 2009 Jeff Weiner joins as President, then CEO, and brings focus and clarity to LinkedIn’s mission, values and strategic priorities. 2010 LinkedIn has 90 million members and nearly 1,000 employees in 10 offices around the world. 2011 LinkedIn is listed on the New York Stock Exchange and surpasses 100 million members. 2012 The site is re-architected, focusing on three concepts: simplify, grow, everyday. 2013 LinkedIn grows at a rate of two members per second and has a total of 225 million members. 2014 The Economic Graph is created – a map of the digital economy, its participants and every facet of opportunity linking these nodes together. 2016 LinkedIn is acquired by Microsoft. 2018 LinkedIn acquires the employee survey software company Glint. 2019 LinkedIn surpasses 600 million members and nearly 14,000 employees in more than 30 offices around the world.