PLBsearch: Growing with Linkedin Case Analysis Group No. 2 Section A Group Members: 1. 2. . $. 5. 6. *.
Abhishek Abhishek Kumar Kumar (2015PG (2015PGP006 P006)) Adity Ad itya a Anand (2015 (2015PGP PGP01 01)) Marsha!! Marsha!! Go!dsmith Go!dsmith (2015PGP (2015PGP1"#) 1"#) Prern Prerna a %omar %omar (2015PG (2015PGP2#$ P2#$)) &a'i &a'i P Praka rakash sh Gaur Gaur (2015P (2015PGP0 GP0$) $) . P Prana' rana' Kumar (2012PM (2012PM0"0 0"0)) heshadri heshadri +hatta, +hatta,hary harya a (2012P (2012PM0"# M0"#)) #. ubhash Kumar (2015PGP*#)
Situation Analysis (Cs! Co" Co"pany pany:: -ink -inked edn n esta estab! b!is ishe hed d itse itse! ! as a p!a, p!a,e e or or pro proes essi sion ona! a! net/or net/orkin kin. . t oere oered d 'ariou 'arious s so!uti so!utions ons to he!p he!p re,r re,ruit uiters ers and ob seekers seekers to meet at a ,ommon p!atorm. Colla#or Colla#orator ators: s: %he ,o!!aborators are re,ruiters3 re,ruiters3 sear,h proessiona!s and users /ho ha'e their pro4!es on -inkedn. Cust Custo" o"er ers: s: %he re,ruiters3 re,ruiters3 ad'ertisers and premium subs,ribers. Most o the ,ustomers are +2+ in nature Co"petitors: t has ,ompetition rom sma!! boutiue p!a,ement 4rms3 other on!ine ob porta!s Conte$t: -inkedn /as ,riti,ied or inappropriate use o pro4!e data. t made a series o stratei, mo'es durin 2012 and 201 by a,uirin !idehare and Pu!se. t /orked hard to enhan,e its mobi!e ,apabi!ity %ecision Pro#le" -inkedn needed to dis,o'er opportunities to uprade sear,h proessiona!s su,h as +inner i they didn7t need enterprise so!ution. ma!! boutiue 4rms are usin -inkedn on!y or sear,hin ,andidates. 8ue to their !imited use o -inkedn they don7t need enterprise so!utions. 9o/ ,an -inkedn impro'e its so!uti so!utions ons to promp promptt bouti boutiue ue 4rms 4rms or sear, sear,h h proe proessi ssiona ona!s !s to s/it,h s/it,h to enterprise so!utions
Alternati&es •
&ep!a,e ep!a,e the in;hou in;house se sot/a sot/are re so many many sear, sear,h h 4rms 4rms used used to tra,k tra,k proress proress o ,andidates and keep in !on;term tou,h /ith !eads
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8o not ,hane user intera,e 'ery reuent!y
'ra"ework or )&aluating Alternati&es %o e'a!uate the a!ternati'es o!!o/in a,tors shou!d be ,onsidered: • • • •
n,rease in re'enue =ost in,urred to imp!ement ,hanes n,rease in +2+ ,ustomers n,rease in subs,ription o enterprise so!utions
A!! these a,tors shou!d be i'en a /eiht a,,ordin to priority3 e.. n,rease in re'enue is the most important a,tor so pro'ide it a hiher /eiht. >e?t3 /e pro'ide s,ores to ea,h a,tor and ,a!,u!ate ,umu!ati'e /eihted s,ores. %he a!ternati'e /hi,h pro'ides hihest s,ore shou!d be ,hosen.
*eco""endation and Action Plan -inkedn shou!d adopt the ,hane in enaement stratey /ith its ,!ients. @nterprise so!ution is not needed by P-+sear,h. t shou!d not push this to boutiue 4rms. A ne/ so!ution ,aterin to their needs ,an be introdu,ed. +inner is skepti,a! about the pri'a,y and se,urity o the data. @nhan,ed se,urity eatures shou!d be imp!emented and or the prob!em o pri'a,y3 a reu!ar update to the ,andidates shou!d be sent beore takin any a,tion. t /i!! he!p ,andidates to ha'e more ,ontro! o'er their inormation.
Case +uestions 1. Does anything surprise you about LinkedIn’s revenue model? •
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Marketin so!utions enerated 2 o the re'enues. t has 200 mi!!ion user pro4!es. 9o/ ,ome -inkedn did not in'est mu,h in in,reasin marketin re'enues despite a hue user base %his user base ,an he!p -inkedn to sini4,ant!y in,rease its re'enues.
2. Which activities on the LinkedIn website are most important to LinkedIn’s model? • • •
ear,h o pro4!es o ,andidates by re,ruiters Maintain pri'a,y and se,urity o data o users @naement o its users or time spent by users on -inkedn
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Marketin so!utions Pro'ide ood user e?perien,e Proper mat,h o pro4!e o ,andidate and reuirements o the re,ruiters
. !ow could LinkedIn ma"imi#e its relationship with $L%search? P-+sear,h is primari!y a sma!! 4rm enaed in sear,h o pro4!es on -inkedn. P-+sear,h is aimin to a,hie'e o!!o/in t/o obe,ti'es: • •
Ad'ertisin the sma!! 4rm on -inkedn to attra,t more ,ustomers denti4,ation o passi'e ob seekers
%o ma?imie these obe,ti'es or P-+sear,h3 -inkedn ,an adopt o!!o/in /ays: •
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@nsure pri'a,y o the ,andidate. +inner is skepti,a! i she is 'io!atin pri'a,y ru!es. -inkedn ,an pro'ide suestions to +inner or pri'a,y ru!es /hene'er she is usin data. Pro'ide ana!yti,s so!utions to the sear,h a,ti'ities o P-+sear,h /hi,h /i!! ensure better usae o -inkedn Promote P-+sear,h to ,andidates and other ob porta!s. %his /i!! he!p +inner in marketin P-+sear,h and in,rease 'isibi!ity o the 4rm. +oth the ,ompanies shou!d /ork in ,o!!aboration to a,hie'e better mutua! resu!ts.
&. What are the greatest strategic risks to LinkedIn today? •
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n,reasin usae o internet on mobi!e has made it imperati'e or -inkedn to enhan,e its mobi!e ,apa,ity. %he ,ontinuous!y ,hanin !ands,ape o user e?perien,e keeps -inkedn a!/ays at its toes to ser'e its ,ustomers. Abundan,e o inormation o a user on -inkedn makes it sus,eptib!e to se'era! se,urity risks. =yber;atta,ks are be,omin more and more ad'an,ed day by day. -inkedn needs to strenthen its se,urity me,hanism. -inkedn may ,on'ert into a pure sear,h /ebsite on!y. +ier 4rms are outsour,in their re,ruitment a,ti'ity to boutiue 4rms. %hese 4rms ha'e sear,h proessiona!s /ho do not use enterprise so!utions o -inkedn. %his trend i ro/s may urther di!ute the re'enues enerated by enterprise so!utions.
