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

LinkedIn

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

1

2

3

4

5

6

7

Valuable for finding a job

1

2

3

4

5

6

7

Valuable for networking

1

2

3

4

5

6

7

Valuable for new contacts

Appendix – cross company attribute rating – exp. experience

1

2

3

4

5

6

7

Convenient / Accessible

1

2

3

4

5

6

7

Time Intensive

1

2

3

4

5

6

7

Easy to use

Appendix – cross company attribute rating – other attributes

1

2

3

4

5

6

7

Popular / Widely used

1

2

3

4

5

6

7

Expensive

1

2

3

4

5

6

7

Source of relevant in-formation