Linkedin as the Optimal Social Network

Prepared for Shari Weiss

Business GWAR 300
SFSU

Prepared by
Vanessa Cornacchioli

November 17, 2015

TABLE OF CONTENTS

EXECUTIVE SUMMARYiii
I: INTRODUCTION..1
A. BACKGROUND..........1
B. PROBLEM/PURPOSE.1
C. SIGNIFICANCE...1
D. SCOPE..1
E. ORGANIZATION2
II: FINDINGS:
A. PEOPLE ARE CREATING PROFILES FROM AROUND THE WORLD..3
B. WHY IT IS IMPORTANT TO KEEP A CURRENT PROFILE4
C. GRAB ATTENTION USING LINKEDIN.5
III: SUMMARY, CONCLUSION & RECOMMENDATIONS
A. SUMMARY OF PROBLEMS AND PROCEDURES..7
B. SUMMARY OF FINDINGS.7
C. CONCLUSIONS....7
D. RECOMMENDATIONS7
IV: APPENDIX8
A. WORKS CITED..8
LIST OF ILLUSTRATIONS
1. LINKEDIN FACTS AND STATS..3
3. RESULTS FROM SURVEY TABLE.4
4. WHAT ARE PEOPLE SAYING GRID..5

EXECUTIVE SUMMARY:
The purpose of this report is to provide information about Linkedin and how
people should be using the site. Linkedin is the worlds largest professional networking
platform. Linkedins mission is to connect the worlds professionals to make them more
productive and successful this is only possible if people are taking advantage of what the
site offers. Linkedin is powerful because it sets out to create a digital work force through
social media. Linkedin is consistently enhancing its offerings. These new features have
quickly transposed the site into a complete career management resource, equipped with
great networking features to connect professionally with others. Members are able to use
Linkedin as a personal branding tool, to further promote themselves professionally.
LinkedIn users can globally connect the workforce and create opportunities for people all
over the world by maintaining a complete and up-to-date professional profile.
However, in conducting a survey on campus, the results show that not enough
people were taking advantage of LinkedIn. Not enough members of LinkedIn realize how
important it is to maintain a current profile. People are not utilizing the full potential of
LinkedIn, and most are not because they are unaware of the features or the importance of
a complete profile itself. Of those surveyed only about half of them had profiles. There
are over 400 million users on Linkedin and 70% of them are found outside the United
States. A problem arises where not enough people are actively participating in the
professional network. Getting people informed about the potential and the features that
the site offers will help to attract users.
Informing members about features that may be of interest to some like privacy
settings may draw people to keep closer tabs on the profiles. Knowing the abilities of the
site may intrigue users to want to become more familiar with the Linkedin. Using
Linkedin successfully can most certainly leverage your career, it is just clear that not
enough people know that.

INTRODUCTION:
BACKGROUND:
Linkedin is a business-oriented social networking service used mainly for professional
networking all over the world. Linkedin allows users, both employees and employers, to create
profiles and connections with each other. The goal of the site is to allow registered members to
establish and document networks of people they know and trust professionally. A Linkedin
members profile page, which emphasizes employment history and education, has professional
network news feeds and a limited number of customizable modules. Basic membership is free.
Linkedin users can use their connections to obtain introductions to other users, as a way to meet
people through other people; find employment by recommendations made from people and
businesses in ones contact network; employers are able to post available job positions and search
for potential candidates; job seekers can then view the profile of hiring managers and determine
which of their current contacts can introduce them; and there is even a feature that allows users to
save jobs that they would like to apply for. Linkedin is powerful because it sets out to create a
digital work force through social media. When users create and maintain complete and current
profiles, they are digitalizing the workforce. This is advantageous for the business world because
by digitalizing the work force we are able to see clearly and readily accessible the current status
of the workforce. This would allow people to view job opportunities, current employment rate
and the skills of every member of the workforce.
PURPOSE:
Not enough members of Linkedin realize how important it is to maintain a current profile. With
professional members all over the world this is not a business tool that should be passed up. This
report will show how Linkedin can enhance the business world by digitizing the workforce. It
will point out better user practices designed for professional success.
SIGNIFICANCE:
Linkedin users can globally connect the workforce and create opportunities for people all
over the world by maintaining a complete and up-to-date professional profile. Linkedin is a
powerful professional networking tool and in order to fully utilize the sites features members
must first be aware of these features. It has been reported that less than 13% of Linkedin users
have fully complete and active profiles. With the onset of globalization in todays business world
it is important to remember how interconnected we all are becoming. Long-term effects of
Linkedin include an easier job search. People will be able to see more job opportunities that
match their professional skill profile. Linkedin allows you to establish connections, promote
yourself, and receive job alerts. It is significant for users to understand the capabilities they have
when they utilize Linkedin correctly.
SCOPE:
People are not utilizing the full potential of LinkedIn, and most are not because they are
unaware of the features or the importance of a complete profile itself. This report will outline how

LinkedIn is being used all over the world and the benefits that come from global usage, the
importance of a complete and current profile, and the safety features of the platform.
ORGANIZATION:
This report will introduce the topic of Linkedin and the importance of the site. Findings
will show how people all over the world joinging Linkedin. It will point out the fact that not
enough people are regularly using the site and reasons why more people should stay active and
current. The report will also outline some features Linkedin offers along wit conclusions and
recommendations on how to successfully use Linkedin.

FINDINGS:
PEOPLE ARE CREATING PROFILES ALL OVER THE WORLD
Current User Trends & Statistics
In conducting a survey on campus, the results pointed out that only about half of the
people who participated had a LinkedIn profile. Statistics show that close 400 million people
have profiles worldwide and it is reported that every second two new members join. There are
over 107 million users in the United States. LinkedIn reaches to 200 countries and territories with
70% of their current members and 75% of their new members coming from outside the United
States. There are also over three million businesses with pages on the site. Out of these users it is
said that 35% of them access LinkedIn everyday and over 25 million profiles are viewed a day.
Refer to Figure 1 for more on LinkedIn users.
Figure 1: Linkedin Facts and Stats

Figure 1: Designed by Vanessa Cornacchioli using Linkedin Profile Writer Retrieved from:
http://wersm.com/top-linkedin-facts-and-stats-infographic/
Analysis of Findings
However, the survey findings showed that of who that did not have a profile saw no
reason to have one either. It is clear that people are uneducated on the vast network available at
their fingertips. Furthermore, of those 400 million Linkedin members only about 100 million are
reported to be active members per month. By creating an online resume, members are able to use
that to search for better business opportunities, connections and professional matches. As a
member you have 400 million possible connections to make.

WHY IT IS IMPORTANT TO KEEP A CURRENT PROFILE

The importance of an up-to-date profile
Linkedin is the worlds largest professional network. Not only can you use your profile as
a personal branding tool but now you can add videos and images in your summary. You are able
to create a story and a picture of who are in the professional world. With Linkedins growing
global presence it has never been more important to build and maintain an outstanding Linkedin
profile. Members are able to connect with professionals in their industries and stay current in
their industries and job functions.
Keeping an up-to-date and complete profile is important because Linkedin gets a lot of
traffic. When a name is typed into a google search bar most likely if that person has a Linkedin
profile it will be the first result. Online studies have shown that 94% of users click on the first
result when conducting internet searches. Not only does Linkedin have some serious google juice
but, 94% of recruiters and Human Resource Professionals use the site. Every day, a substantial
number of companies and recruiting firms use LinkedIn to source passive and active candidates
to fill their open positions. If a members profile is not up-to-date, they might miss out on their
dream job.
With technology todays business world moves at a rapid pace it is easy to automatically
stay connected with a current profile. The job market is so competitive; staying on the radar is a
must. Linkedin allows the user to update their status regularly which instantly alerts connections
about news and where to find users. Linkedin allows a member to search for people or companies
by location, field of expertise and skill level. In return, users can find out who has been searching
and viewing their profiles.
Results of the Survey
LinkedIn helps expand success by offering crucial connections and expertise. From the
survey conducted it was concluded that members are using other social media sites more often
than Linkedin despite all of its services. Take a look at the table in Figure 2 it shows the survey
results when students were asked about their social media usage.
Figure 2: Results from Survey Table

Table Designed by Zara Vegah Data taken from Survey Results

Those who are currently in the workforce or those who are pursuing a career should be urged to
create or stay current with their Linkedin profiles. People should rank Linkedin as highly as they

rank both Facebook and Instagram. Linkedin should be viewed, as a professional form of social
media just as their personal networks grab attention so should their profiles.
What are people saying?
Active users on Linkedin find success and find job placement refer to Figure 3 for some examples
of what people are saying about Linkedin.
Figure 3: What are people saying? Grid

Figure 3 Designed by Andrew Davis Data taken from Survey Results

GRAB ATTENTION USING LINKEDIN
Tips for a Successful Profile
First and foremost it should be boldly noted that a member should upload a photo. A clear
and professional photo of their face helps stand out in a recruiters mind when they are trolling the
site looking for talent. Also, as recruiters try several different types of filters in within their search
tactics they see the same profiles over and over again; supplying them with a visual memory
helps them remember the user. A professional and clear name along with a keyword rich headline
helps determine where the profile shows up in search engines. Choose a distinct URL, Linkedin
gives the user a generic URL but the member has the option to choose one themselves. It is
effective for a members summary to have a call to action, if the member is interested in being
recruited or contacted it should be stated. The summary should clearly spell out the users
capabilities, skills, interests, and strengths. It can also be a good idea to add keywords to the end

of your summary that may be specific to your job field. Of course, a member should be sure to
include all contact information.
Make sure to include all job duties, skills and responsibilities for all past job experiences
listed. Making and maintaining connections is one of the most important things you can do on
Linkedin. A member does not need to have 500 connections, but if the member only has a few
connections other users may start to wonder if they understand networking. LinkedIn is the place
where professionals connect online. If the user is a professional, they can use Linkedin to show
potential employers that they are with the program and can connect with other professionals
online. Having recommendations on a members profile is a good way to show that have made
professional contributions. Displaying all of this information has shown to be of concern to some
of Linkedins users.
Utilizing Linkedins Features
Many users when questioned confess that they are unaware of the many features and services
Linkedin has to offer. There has been recent controversy over whether or not users feel safe on
Linkedin due to activities such as cyber stalking. Now users can feel safe when joining and
participating in Linkedins network with their blocking feature.
It took a lot of work and over 9000 signatures on a petition to initially urge Linkedin to
develop a blocking feature. To implement the blocking feature it took six months,
and hundreds of engineers across LinkedIna massive, companywide effort.
LinkedIn found that figuring out what exactly happened when a user was
blocked was the biggest challenge. When you block a profile, the connections
are also lost. When you block a user, both parties cannot view profiles or
send messages. You are able to block up to 50 profiles.

SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

SUMMARY OF PROBLEM
The main issue surrounding Linkedin is that not enough people realize
its full potential enough to use it every day. They do not use the site often
enough and in some cases not at all. Out of those who do have profiles do not
keep them up-to-date and do not utilize the connections that are possible
through Linkedin. Users on the site are also not aware of the all of the sites
features and some have issues with their privacy on the site.
SUMMARY OF FINDINGS
In conduction surveys and secondary research it has been shown that
not enough users are using Linkedin as often as they should. Results show
that users are using their social media sites more often and more
consistently. Of those who do have profiles they are not complete and are not
kept current. Members are also concerned with privacy issues.
CONCLUSION
Linkedin is continuing to grow and it is the largest professional social
networking site in the world. It is important for people to recognize the
capabilities that are possible with Linkedin. Not only can one connect with
professionals in their same fields but they can connect with millions of
professionals across millions of fields in hundreds of countries across the
world.
RECOMMENDATIONS
Everyone currently in the workforce or anyone pursuing a career
should get on Linkedin. They should create and maintain a complete and upto-date profile. Understanding how many people are on the site and the vast
network possible should be reason enough for people to utilize the tips for
creating a successful Linkedin.

APPENDIX:
WORKS CITED
http://venturebeat.com/2015/10/29/linkedin-now-has-400m-users-but-only-25-of-them-use-itmonthly/
http://www.forbes.com/sites/cherylsnappconner/2014/05/04/new-research-2014-linkedin-usertrends-and-10-top-surprises/
http://www.jeffbullas.com/2014/12/02/25-linkedin-facts-and-statistics-you-need-to-share/
http://www.reviews.com/job-sites/linkedin/
http://wersm.com/top-linkedin-facts-and-stats-infographic/