“The richest people in the world look for and build networks, everyone else looks for work. Marinate on that for a minute." —Robert Kiyosaki
The Product
Value Propositions
Connect with Industry folks, Experts and companies with ease
Access to content from industry leaders, peers and companies
Global job opportunities to explore from
Search anyone based on - name, company, college, location, role, industry, etc.
The ICPs
Particulars
Nolan (ICP 1)
Barbie (ICP 2)
Demographics
He's an unmarried guy living in Tier 1/2 city.
She's an unmarried lady living in a Tier 1 city.
Career Profile
Works as a Product Manager in a mid-size startup. Earning more than 10 LPA.
This is not his first job and holds work experience of more than 2 years.
Holds a Senior position in her organisation's board. Earning substantially enough money (more than 10 LPA for sure).
Holds more than 10 years of experience in the industry.
Where do they spend their Time?
He enjoys watching OTT shows, spending time on social media, catching up with friends, and fitness activities like gym or sports.
She enjoys reading books, watching OTT content, and going out with friends.
Where do they spend their Money?
Usually spends on OTT subscriptions, Food Ordering, Dining out, and Travelling.
Food Ordering / Dining out, OTT subscriptions, and fitness activities.
Time or Money?
Prefers Time over Money
Prefers Time over Money.
How long have they been using LinkedIn?
2 - 5 years
More than 5 years
How did you hear about LinkedIn?
Friends or colleagues
Friends or colleagues, Google Search
Are they paying for LinkedIn Premium?
Tried it but found it expensive or not that value-adding.
(Few users did find it useful for job search)
Hence on the Free plan only.
Tried it but currently using the free version only.
(Users found the plans to have no significant impact or value addition as per the survey)
What keeps them hooked on LinkedIn?
Professional content
Professional content
Pain Points they face
Industry-specific connections and senior folks are hard to find and even harder to reach out to.
It is difficult to find open Job Opportunities.
Repetitive information sharing for each job application.
Wants to consume content from industry experts.
Reaching out to business owners or senior folks and decision makers from the industry is a time consuming and tedious task.
It is better to communicate with someone after knowing their interests, industries, experience and earlier job roles.
Product Features they find helpful
Filter - LinkedIn Filters allow him to search people specific to a certain industry, company, education, location, etc.
Job Dashboard - This allows him to search through all the open positions across relevant industries and companies.
Easy Apply and Saved Information - Allows him to quickly apply to an opportunity and save the earlier answered similar questions.
LinkedIn Feed - It allows him to get updated on the industry news and access content from the top leaders, industry experts, and other folks sharing relevant information.
Filter - Filters allow her to search for specific folks with their names, company, job title, industry, etc.
LinkedIn Feed - The feed allows her to stay updated about new content from peers, and recent trends popular in the industry.
JTBD
Goals
Nolan (ICP 1)
Barbie (ICP 2)
Problem Statement
He finds it hard to reach out to senior folks and other peers from the industry.
He's not able to find good job opportunities relevant to his preferences.
He's keen to consume content from industry leaders and experts to stay updated and build upon his knowledge but finds it difficult to locate such content on a single platform.
She wants to know what's happening in her industry and what folks are talking about.
She wants to stay connected with her peers and other folks from the industry.
It becomes a difficult task to research someone's experience, interests, industry, and education prior to a business meeting or job interview.
Functional
Single platform to stay updated on industry news, content from top leaders, and job opportunities across the globe.
Good platform to have all their Professional network in a single place.
Personal
Connect with relevant people and reach out to senior folks from the industry with ease.
Connect with peers from their industry and know what they're talking about.
Social
Brag about total connections made and content popularity.
Express views and insights about the industry with a professional network to build social capital.
Financial
Generate leads for their business/job.
Generate leads for partnerships, and collaborations, for their business.
The primary goals for which the users hire LinkedIn are Personal (to stay connected to people and content) followed by Functional goals (having a single platform to manage their network and jobs).
Track the recent reviews on App Store to observe what users are saying about the product. Also track whether LinkedIn is replying to those reviews and taking appropriate action if required. During the research, no replies from LinkedIn were found on the reviews (checked both recent ones and older reviews).
Track the sentiment on other platforms such as X, Youtube, Facebook, etc. regarding LinkedIn to understand what people are saying about the platform.
Also track if users are going to the search function as they open the app/website - This metric would give us insights about user building reliability and trust on the platform that every time they want to look for someone they would simply use the platform to search for them. Such behavior provides insight into user's loyalty towards the platform.
Quantitative Metrics:
App opens or website visits - This is important to see if users are returning to use the platform regularly or not. Users deriving more value would return more often to find relevant content and industry connections. This would be more for ICP 1 and comparatively less for ICP 2 resulting from their respective use cases for the platform.
Connection requests sent and accepted - This metric allows us to see if the user is actively utilising the platform or not. See the trend of connection requests sent and accepted at D7, D30 and then on a monthly basis.
Profile visits - This metric would allow LinkedIn to see if the user is gaining popularity with their content or goodwill. Good to identify such profiles to feature them to a wider audience.
Time taken till their first post - This metric would allow LinkedIn to track how much time does a user take till their first post. Posting something on a social media platform indicates user's willingness to keep using the platform and the quicker they post they more likely they're supposed to keep using the same.
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