Optimizing LinkedIn
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This document proposes ways for LinkedIn to attract more young adult users aged 18-35. It suggests creating a new brand called College Insider that offers useful content and tools tailored to college students. This would include career tips, success stories, how-to videos, and exclusive messaging and recruiting tools. An initial $2.5 million budget would cover launching the new app, website, and advertising campaign, with $1-2 million yearly to continue its success in engaging more young professionals.
Optimizing LinkedIn
- 1. Attracting Influential Young Adults By Ashley L. Redmond
- 2. Provides an online resume Platform for connecting with potential employers, business partners & influential people LinkedIn Today provides customized industry insights on homepage LinkedIn share buttons are found across the web
- 3. Challenges Limited activity in the young adult market (18- 35) Facebook & job boards traditionally used in the job search Goals Create a community that is useful in networking and job searching
- 4. LinkedIn should create content customized for young adults, specifically college students New branding would incorporate existing media efforts, but make it more centered around the needs of a college-aged professional Should be offered as a free, opt-in service for users age 25 or younger
- 5. Create a new Facebook and Twitter community for College Insider Content should feature tips and information that students would find useful Pages should be visual verses text heavy Content should be share worthy via mobile devices
- 6. CollegeInsider should have its own channel Channel should be “how-to” heavy Featuring college-aged contributors with helpful information to share College Insider success stories and testimonies should be available on the channel Fun content should be available too Weekly featured videos by users about making the most of the college experience
- 7. CollegeInsider should offer tools that are helpful or exclusive to this LinkedIn brand InMail – already available on LinkedIn, but only for paid users; should be available for College Insiders Recruiter Chat – a chat platform offered to give students a chance to speak directly with recruiters at companies of their choice LinkedIn Today: Coed Edition – LinkedIn Today with stories focused on college-centered topics
- 8. Features available for College Insider should be applied to the mobile app Students could use new features on the go Sharable LinkedIn business card for College Insiders Available within mobile app Links back to LinkedIn profile
- 9. Offer College Insider to top, college-aged influencers for a trial period For those that opt-in from the offer provide a survey before and after the trial Can show if new features are successful Provides feedback for improving brand
- 10. $2.5 Million total for this new branding effort App development and web redesign ($1M) Google Adwords and Facebook ad campaign to promote new brand ($1M) Miscellaneous efforts for launch ($500K) Consecutive years $1-2M to continue success Budget Allocation App Development Site Redesign Adwords & Facebook Ads Misc.