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Fish where the fish are

Zafar Anjum | June 14, 2011
LinkedIn and the art of targeting ‘passive’ talent in Asia.

The IPO was a major milestone for LinkedIn, but it was just one step in our journey. Our mission is to connect the world’s professionals; we have over 100 million members, but there are over 640 million professionals in the world, so we like to think that we are just getting started.

We remain focused on creating the best, most valuable experience for our millions of members around the world, the brand marketers who want to reach them, and the recruiters who are looking to hire the best talent.

In Asia Pacific, is LinkedIn being used more in some particular verticals than in other verticals or industries? What does your usage pattern indicate?
We now have over half a million members here in Singapore—close to half of Singapore’s professional labour force. Locally, the top three industry sectors by member size are information technology & services, banking, and financial services.

That isn’t particularly surprising; particularly in Singapore, these are industries where professionals tend to interact with colleagues around the world, and where the global nature of LinkedIn is invaluable. However, LinkedIn’s membership is remarkably diverse. You can find ballet dancers, mental health professionals, academics, journalists…pretty much any industry you can think of.

How can enterprises leverage the power of LinkedIn in their operations?
LinkedIn is the world’s largest professional network and offers a great platform for businesses to engage with the professional community.

Businesses can create a Company Page, which acts as a central hub for their brand. Through the LinkedIn Company Page, they can manage all facets of their brand, with tabs for information about their company, employment opportunities and products/services. Now more than ever, jobseekers, employees, investors, current and prospective customers are looking to their networks for trusted company and product recommendations. Company Pages empowers businesses to seek recommendations from their satisfied customers for their products/services, which can result in viral new business growth as the recommendations are shared across the network. More than two million businesses have established their Company Page on LinkedIn.

Businesses can take advantage of LinkedIn’s marketing solutions to target their messages to the right person at the right time. With over 100 million members following more than 2 million companies and joining over 900,000 groups, LinkedIn offers the ability to precisely target the world’s most affluent and influential professionals.

A major challenge for companies is finding high quality candidates quickly. They can rely on LinkedIn’s talent pool to connect with highly skilled passive candidates. LinkedIn ‘Recruiter’ is a cost-effective enterprise licensing solution for recruiters to attract, screen, source and engage with candidates. LinkedIn Recruiter offers powerful search and communication tools to identify and reach professionals. It has also built-in collaboration tools that enable enterprises to share project information and organise workflow. Companies can use LinkedIn Recruiter to create a talent pipeline of skilled future candidates.

Where do you see LinkedIn five years from now?
We are focused on connecting Talent with Opportunity at a massive scale. We are constantly working towards delivering a unique and valuable experience for all our users—whether it’s a professional looking for better career or business opportunities, an advertiser looking to target a successful and influential professional demographic, or a recruiter looking for the best candidate.

We will continue to invest in developing new products and tools that enable professionals to connect, engage and gain insights from their network. We want professionals to use LinkedIn to manage their professional brand wherever they work.


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