the linkedin company culture book
TRANSCRIPT
LinkedIn Confidential ©2013 All Rights Reserved 2
LinkedIn Confidential ©2013 All Rights Reserved 3
LinkedIn Confidential ©2013 All Rights Reserved 4
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Business Plan
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The best companies in the world develop a unique culture…
…It takes effort
“A ten-year study of the world’s fifty best businesses, including
Apple, concludes that those who centered their businesses on a
culture of improving people’s lives had a growth rate triple that of competitors in their categories.
John Stengel - “Grow: How Ideals Power Growth and Profit”
"A nation's culture resides in the hearts and in the soul of its
people".- Mahatma Gandhi
LinkedIn Confidential ©2013 All Rights Reserved
Yearbooks Foster Long Term Positive Emotions
Yearbooks are part of a students Journey
Yearbooks provide fond memories
Yearbooks promote personal and group talent
Individuals are the personification of a groups ethos
Our MissionHelp companies identify, develop, and promote their values and culture with ease and scale.
Problems.1. Producing a ‘Culture Book’ is time consuming. 2. Company cultures evolve, not stagnant. 3. Maintaining corporate culture is too much of a top-
down approach.
Solution.1. LinkedIn offers a platform to companies to produce a
special ‘Culture Book’2. An aggregation of profiles, events, insights, and special
custom data entry sections.3. Provided for a fee or for large HMS engagements.4. Printed or digitally produced and archived.
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Editorial Co-create Publish
Users Company Social Media Manager
Employees, Social Media Manager
Employees,
Prospective employees
Alumni
Discovery
• Email campaign
• Company Profile
• Sales
• Employee requests
• Invitation
• Tagging
• Company group
• NUS, Notifications
• Social sharing
• Marketing, SEO
• Company profile
• JYMBII
Activity • Edit pre-populated content
• Plan overall design flow
• Invite employees
• Create content
• Interact with existing content
• Tag team members
• Verify & Approve
• View Profiles, Jobs, Products
• Like, Comment, Share
• Apply for Job
• Follow Company
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Editorial App: Prepopulated content from LinkedIn’s data
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Editorial App: Connect other content source easily for rich media
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Editorial App: Customize co-creation environment for employees
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Co-create App:A social network for culture co-creation
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Co-create App:Foster the sense of belonging
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Publish: Culture book viewerPerfect material for talent branding
22LinkedIn Confidential ©2013 All Rights Reserved
Publish: Culture book viewerPerfect material for talent branding
Benefit Summary
DevelopAllow individual
employees to add their personality over
time
SharePromote your culture
both internally and externally
TeachCreate the
foundation of the corporate culture
and values
Our Mission:
Our Values:
Our Goals:
A yearbook is periodic event to honor, learn, and grow
Added Data
Profile completeness and company insight
Increase Value
LinkedIn is a broader enterprise tool
Grow MembersIncrease enterprise
member engagement
The benefits to LinkedIn go beyond goodwill
Talent & Culture
Relationships and personality matters
Brand & Hiring
Promote positive work-life and values
Value & Mission
Define, strengthen and reinforce
The benefits to companies goes deeper than company moral
Our Mission:
Our Values:
Our Goals:
Implementation Plan
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Editorial Co-create Publish
Users Company Social Media Manager
Employees, Social Media Manager
Employees,
Prospective employees
Alumni
Discovery
• Email campaign
• Company Profile
• Sales
• Employee requests
• invitation
• Tagging
• Company group
• NUS, Notifications
• Social sharing
• Marketing, SEO
• Company profile
• JYMBII
Activity • Edit pre-populated content
• Plan overall design flow
• Invite employees
• Create content
• Interact with existing content
• Tag team members
• Verify & Approve
• View Profiles, Jobs, Products
• Like, Comment, Share
• Apply for Job
• Follow Company
2013 Focus
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Launch Strategy
Internal launch Pilot the product with some companies, setup a waitlist for other companies
to join Gradually open up the product to companies on waitlist until mid-November Company Yearbooks released by the end of the year for public
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Technical Leverage
Megaphone: Content Editing
Treasury: Managing media
USCP: Social Interactions
Emails, Notifications: Communication with members
NUS: Posts by co-workers, updates to the yearbook etc.
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Schedule
0 30 60 90
Editorial App DesignCo-create App
Design
Design Specs
Editorial App Frontend Co-create App Frontend
Editorial App Backend Co-create App Backend
Internal Launch
-15
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Risks
Company Editors are unable to verify and approve the content esp. in large companies
Employees do not contribute in the fear that their testimonials will follow them forever
Companies facing difficult times might want to tightly regulate what their employees say or not create a Culturebook at all
Primarily, this is a create-once-a-year use case Companies are unwilling to share the email addresses for their
employees or the employees within teams Competition: Facebook or Twitter or any one of the social networks
decides to build a similar product for brands or companies Unable to scale fast enough to match demands / traffic Other members post invalid info or rumors about companies in comments
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IP Protection
File for a patent describing the concept of yearbook personalized based on the viewer, the context
LinkedIn Confidential ©2013 All Rights Reserved
We're ready to memorialize the journey of every company!