LinkedIn Rolls Out New Tools to Support the Influx of Creators on Its Platform

Responding to a “pronounced increase” in the use of its platform by creators, LinkedIn introduced several new tools and features Tuesday aimed at enabling those creators to publish effective content, spark discussion and build up engaged followings. The professional network cited massive growth in conversations among its 740 million-plus members and shared its plan on shifting away from solely focusing on jobs and networking, saying that conversations on the platform were up nearly 50% in 2020 compared with 2019. LinkedIn group product manager for creator strategy Keren Baruch told Adweek, “LinkedIn has had user-generated content since 2012. As the professional world has changed, we're seeing more people creating engaging content, and engagement with that content growing rapidly. Given how important this is, we are doubling down on making sure that creators have what they need to build a following and be successful on LinkedIn." The centerpiece of Tuesday’s rollouts is Creator Mode. Members who see themselves as creators who share unique insights and publish content on LinkedIn and are seeking follower growth will be able to activate Creator Mode via their profile dashboard. Once this is done, a “Follow” button can be added to their profile, along with hashtags indicating areas of expertise, such as #design and #mentorship. The Featured and Activity sections will be moved up on profile pages to better display content, and creators using LinkedIn Live will see their live broadcasts shown in their profile background when they begin a stream, helping to increase visibility. LinkedIn said that over the past year, it has seen a 21% jump in members listing skills and responsibilities instead of qualifications, and 67% of hirers and recruiters have made skills and competencies the focus of job descriptions posted to the professional networks. The company said it found that 75% of hiring managers and 67% of job seekers believe that standard resumes are insufficient for evaluating or showcasing soft skills, and skill-matched applications on LinkedIn have proven to be three times more likely to become confirmed hires. The other major addition LinkedIn revealed Tuesday is the video Cover Story, which enables members to introduce themselves and share a quick overview of their skills via a short video that appears directly on their profile. LinkedIn data shows that 46% of people are more likely to be their authentic self in this format than they were one year ago, adding that video Cover Stories can help freelancers looking to grow their businesses attract new clients by discussing their services, while creators seeking to build their brands and followings can better engage with their communities. The professional network said 61% of job seekers believe video represents the next iteration of the traditional cover letter, while nearly 80% of hiring managers said video has become more important in vetting candidates and 76% believe prerecorded videos of candidates would be useful. LinkedIn shared some examples of creators from varied backgrounds, professions and sectors who have been using its platform to build followings, share content and spark conversations: John Amaechi, a former National Basketball Association player turned best-selling New York Times author, inclusive leadership coach and psychologist, posts videos on inclusive leadership and the value of building racially diverse organizations.Amanda Kirby is an academic, entrepreneur and medic in the U.K. who built a large following via her newsletter on neurodiversity in and out of the workplace, with practical advice and strategies on a range of workplace issues, such as burnout and creativity.Niels Meijssen started his company, Beterboeken, through a crowdfunding campaign on LinkedIn that raised €2 million (roughly $2.35 million using the current exchange rate), and he regularly posts about Beterboeken, the gig economy, the platform economy and startups to make his followers feel like they are part of the journey.Thomas Müller, a forward for German professional soccer club Bayern Munich and World Cup winner with the German national team, regularly shares posts on LinkedIn containing insights into the world of being a professional footballer.Francesca Bardelli Nonino, a young Italian wine and distillery entrepreneur, virtually opened the doors of her historic family distillery to her followers, building a unique relationship with them. LinkedIn senior managing editor for Europe, the Middle East, Africa and Latin America Sandrine Chauvin told Adweek, "Creators have always been at the core of our community. From articles to Lives or Stories, they have a wide range of ways to showcase their expertise and create insightful conversations with their professional community. Each year in November, we also celebrate our top creators through our Top Voices lists, which are published in 15 different countries. I’m extremely excited that we are giving this community of content creators even more ways to connect and engage with their audience." In other updates, LinkedIn added a new profile field that enables members to share their preferred gender pronouns. The company said 72% of hiring managers believe having clarity about preferred gender pronouns can help others be respectful. Finally, freelancers and small business owners can expand upon the Open for Business option LinkedIn added in November 2019 with Service Pages, which enable them to provide details on the services they offer, along with reviews from prior customers to help potential customers make their decisions, which will be added soon. Matt Faustman, group product manager of LinkedIn Marketplaces, told Adweek, “Providing and buying services are a cornerstone of daily life for us, for millions of people around the world and for millions of members of LinkedIn.” Faustman said LinkedIn saw unprecedented growth in this sector last year, with the number of service providers increasing by nearly four times across hundreds of categories, while the number of buyers jumped by 3.5 times over the same time period. “The vision is to create a new global service marketplace that seamlessly brings together these two groups,” he added. The feature will begin rolling out globally Tuesday with an initial focus on b-to-b services—design, employee coaching, executive coaching, marketing, technical/engineering—as well as some high-consideration b-to-c services. “Service Pages are a canvas for us to enable providers to paint this great picture about what they offer,” Faustman said. “There is a huge opportunity for traditional service providers and freelancers, which often rely on word of mouth.”

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LinkedIn Rolls Out New Tools to Support the Influx of Creators on Its Platform

A new video Cover Story gives members a lively way to introduce themselves

David Cohen

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