Linkedin.com needs no introduction. The social networking platform claims to have 135 million users across the world. It is well appreciated for the opportunity it offers to professionals to network with people active in various domains. In addition, recruiters see it as a good platform to look for suitable candidates for different job profiles. Despite all the positives, there is something that does not seem to be working for LinkedIn. The platform appears to have stagnated and is in crying need for a change. Else, failure is imminent. Let's delve deep into this to get the real picture.
Perceived reasons for failure
1. Lack of emphasis on further innovation
Dynamism drives social media. A complete overhaul of features is more a norm than an exception. The same is not the case with LinkedIn. Networking opportunities form the driving force for this medium but innovation is essential to attract a large number of users.
2. Absence of avenues to engage people for long
A profile on LinkedIn has become more like uploading a CV on a job portal. A social networking portal needs to be more than that. Such mediums thrive on communication. More avenues should be available for the purpose.
3. Competition from other sources
BranchOut, a Facebook app by Monster, the recruitment portal has emerged as a huge success on Facebook. The point of contention in that case is the plausible reason for such a popularity having eluded the LinkedIn app despite the platform being a huge brand in its own right. This deserves a closer look.
4. No significant differentiating factor
It allows professionals to interact but then a new portal may as well come up which blends the capabilities of LinkedIn with more advanced features. Such a competition would be near impossible for LinkedIn to handle then.
Steps required bringing change
1. Integration with social media
The failure of LinkedIn's Facebook app notwithstanding, the effort should continue. Integration with various platforms is a must. Sharing drives social networking. LinkedIn needs to join in. A standalone approach would do well only if a complete revamp is in the offing with a plethora of new features.
2. Implementation of features that encourage people to be regular
Less than 10 percent of users log in every week. Even when they do, the time they spend on the platform is nearly one third of the average time people spend on Facebook. It is understandable that LinkedIn is a networking website for professionals but the fact remains that if the platform was so significant people would spend more time on it. After all, networking forms the core of business dealings.
Innovation can still help LinkedIn emerge as a force to reckon with. It is a major brand in the world of social media. It can still hold on to the tag in the long run. This would turn out to be true only if LinkedIn redefines itself to give a new lease of life to a platform that may otherwise perish in the rapidly changing world of internet and social networking.
About the author: Diana Maria is a blogger by profession. She loves writing on technology and luxury. Beside this she’s fond of books. Recently an article on etree attracted her attention. These days she is busy in writing an article on luxury yachts.