About LinkedIn
LinkedIn is a professional social networking platform that functions as much as a digital resume as it does a networking hub, and job marketplace with over 1 billion members.
Its users typically include professionals, job seekers, recruiters, and business leaders who share career updates, industry insights, and professional content creators. LinkedIn's core functionality generally falls into 3 marketplaces: Talent, Products & Services, and Content.
The typical LinkedIn user maintains a professional profile showcasing their work experience, skills, and education, engages with industry-relevant content, and networks with colleagues and potential employers. Many users approach the platform strategically, using it as a springboard for job hunting, business development, or thought leadership.
Project background
Traditionally, most people visit LinkedIn to participate in the Talent Marketplace, where job seekers are connected to jobs, and where talent seekers can find exactly the right person for a role.
But there is more to the story than simply participating in the talent marketplace via the traditional job search. What our user data showed was that the more that users participated in the content ecosystem, the more successful they were at achieving their goals on the platform overall. If you think about it, it makes some sense; By showing up and creating content, joining in conversations, and growing connections, users are able to amplify their personal branding and messaging to a much larger audience, including hiring managers and talent seekers.
While this connection between creating content and positive platform outcomes is not necessarily a secret, for many, it is not obvious at all. Even when users understand the benefits of making and engaging with content on LinkedIn, users are faced with several hurdles. First and foremost is the blank page problem, where users have no idea what to write about. But when the moment strikes and the ideas are flowing, the problem shifts – our own content authoring tools get it the way, forcing users to give up and abandon their task.
The following work is a story in three parts, about my team's strategy to address these challenges, to ultimately make people more successful at their goals on LinkedIn.
.jpg)
