LinkedIn recently hit 100M users. If you were in charge at LinkedIn, what would be your strategic goals for the next several years? How would you achieve them?
LinkedIn has been doing great and in order to keep the momentum, it needs to stay ahead with some strategic goals for the next several years.
First, it should attract more professionals by focusing on what it has done well, PNS and by providing more relevant services such as for a certain skill or career, what degrees, certifications, or tests you need to consider. It can try to add some SNS features but there are 3 cautions. First, it can start just some basic features to see how users react. If it receives encouraging feedback, it can expand more. Otherwise, if it experiences an overall negative feeling, then stop. Second, when introducing SNS, it should be separate from PNS. It should provide a separate tab that directs users to a different page where users in the PNS services have to obtain mutual acceptance before becoming connected to others.
Second, it should open up its platform to third parties to bring in more services, fresher ideas, and ultimately, more users. It is just a matter of time since this is a trend and it proves beneficial to companies. Obviously, it needs to take cautious steps but should not avoid that. It needs to control the quality and the relevance of services. Also, privacy is crucial to build and maintain trust so a well-balanced strategy of openness and security is required.
Finally, it should partner with other companies that provide valuable services. It has already worked with several ones but it needs to explore more. For example, resume critiques, image building, and rental services. Based on the popularity (how many users use a service and how frequently they use etc.), it can list services in order of popularity, innovation, and relevance.