This Spring, I attended a webinar on A/B testing hosted by LinkedIn. Impressed by LinkedIn’s commitment to campaign testing and analytics, I encouraged my organization to redevelop a strategy for their LinkedIn page and marketing. Since its inception in 2002, the professional network has leveraged user data to expand its customer base and platform. With millions of employers and job seekers using the platform to connect daily, LinkedIn uses its database to make smart, and strategic business decisions.
LinkedIn Website Demographics, is one of many projects the professional network is the process of testing. LinkedIn is developing a new feature that connect users with potential mentors and mentees. Although, the free service is only available to select users now, LinkedIn promises to rollout the feature to all users by the end of the summer. LinkedIn hopes to make it easier for users exchange helpful career advice.
LinkedIn is using data to improve its user experience and usability for both business and personal users. I like how LinkedIn uses the same strategies and testing methods they promote to manage internal projects. Strategic testing and consistent process improvements will help to keep LinkedIn as the top social network for professionals and job seekers.
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