Linkedin brand audit
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Transcript of Linkedin brand audit
Brand Audit
Introduction Brand Identity
◦ Brand Hierarchy◦ Competition◦ Associations
Research Results Recommendations Q&A
Agenda
A World-Wide Network
101 Million users in 200+ countries
Source: www.vincos.it
User Population• 55% Male
• 41% = Age 35-54
• 41% work at companies with over 10,000 employees
• Industries: Finance, High Tech & Medical
• Functions: Sales, Administrative, Academics & Operations
Source: Gigya, LinkedIn Ad Platform
Social Media Web Traffic
0.26 % of total Internet traffic
Brand HierarchyLinkedIn
Advertising
LinkedIn Ads
Recruitment Ads
Professional
LinkedIn Basic LinkedIn Premium
Business
Business Plus
Executive
Pro
Job Seeker
Job Seeker Premium
Basic
Job Seeker
Job Seeker Plus
Recruiters & Employers
Hiring solutions
Talent Basic
Talent Finder
Talent Direct
Recruiter
CORPORATE
INDIVIDUAL
MODIFIERS
FAMILY
Source: LinkedIn Membership Comparison
Networking Management vs. Job Hunting
Network Management
Fin
din
g a
Job
Associations
Social Network
Polished
Successful
Formal
New Contacts
Connections
Staying in Touch
Recruiting
Job Search
Corporate
Business Professionals
Source of Information
Inexpensive
Easy to Use
Convenient/Accessible Online tool
User Personality/Brand Imagery Attributes
Usage Occasion Benefits
User Image: Stereotypes
Source: FlowTown.com
Class of 2011: What if social media were a high school?
Value DimensionsValue Element
Valuable source of information
Least time intensive
Popular/widely used
Cost efficiency
Ease of use
Convenient/accessible
Valuable for making new contacts
Valuable for maintaining professional network
Valuable for finding a job
Survey Respondents• ~50% Male
• 80% = Age 25-34
• Functions: mostly education (MBA)
Source: Gigya, LinkedIn Ad Platform
Awareness Levels
Value Elements: LinkedIn Rank
Value Element Rank (1-5)
Valuable source of information 2
Least time intensive 3
Popular/widely used 2
Cost efficiency 2
Ease of use 2
Convenient/accessible 2
Valuable for making new contacts 2
Valuable for maintaining professional network 1
Valuable for finding a job 3
Value Elements: Overall Ranking
Company/Activity Rank
LinkedIn 2.375
Facebook 3.125
In-person Networking 3.5
TheLadders.com 3.75
CareerBuilder 4.125
Job Search vs. Network Expansion• In both cases every single attribute surveyed was important (greater rating than 5 on average).
• Only 2 attributes had differences:• Job searchers want effectiveness• Networkers want a large number of users
Strengths & WeaknessesSTRENGTHS:• Inexpensive• Easy to use• Convenient• Widely used• Not very time intensive• As good as in-person meetings for maintaining professional networks & making new contacts• Relevant source of information
WEAKNESSES:• Not valuable in finding a job.
Recommendations
Performance & Perception Gap
LinkedIn does not need to reinvent the wheel
Improve overall brand strength by improving job search performance & perception
Job Search: Improve Efficacy
Job Search: Improve Perception• Back value proposition with highly visible evidence• Testimonials from real LinkedIn users• Case studies & research statistics
Job Search: Improve Perception
• Leverages external entities: Marketing that features reputable institutions that endorse LinkedIn as a powerful job tool
• Fortune 100 Best Companies to Work For (Google)
• Reputable academic institutions (Harvard & Stanford)
Appendix
Career Advancement vs. Social Media
Career Advancement Social Media
Age - dependent answersThe younger the person surveyed the more intense the rating is (for both negative and positive attributes. The same applies with the years of experience at a job.
There is no statistical differencefor the rating between femalesand males
Age - dependent answersThe younger the person surveyed the more intense the rating is (for both negative and positive attributes. The same applies with the years of experience at a job.
Data influencing peoplePeople can be influenced to pay premium given the right data.
Appendix – cross company attribute rating – exp. outcome
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Valuable for finding a job
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Valuable for networking
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Valuable for new contacts
Appendix – cross company attribute rating – exp. experience
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Convenient / Accessible
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Time Intensive
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Easy to use
Appendix – cross company attribute rating – other attributes
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Popular / Widely used
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Expensive
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Source of relevant in-formation