case study 1830

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Assignment 2:


LinkedIn is a social networking website for people in professional jobs. Founded in 2003,

LinkedIn connects the world’s professionals to make them more productive and successful. With

more than 645+ million members worldwide, including executives from every Fortune 500

company, LinkedIn is the world’s largest professional network. The company has a diversified

business model with revenue coming from Talent Solutions, Marketing Solutions, and Premium

Subscriptions products. LinkedIn could be defined as a Multi-Sided Platform. Headquartered in

Silicon Valley, LinkedIn has offices across the globe. Users can make connections with other

people they have worked with, post their work experience and skills, look for jobs, and look for

workers. The site is available in many languages, including most European

languages, Japanese, Korean, Indonesian, and Malay.

Growth was slow at first. In 2005 LinkedIn introduced services that allowed companies to post job

listings and search the network for prospective employees. In addition to these professional

services, LinkedIn allows companies to advertise on the site. In December 2016, Microsoft

completed its acquisition of LinkedIn, bringing together the world’s leading professional cloud

and the world’s leading professional network.

The business model is organized around four pillars:

  • Talent Solutions
  • Learning & Development
  • Marketing Solutions
  • Premium Subscriptions
  • Talent Solutions: LinkedIn Recruiter allows enterprises and professional organizations to find,

    contact and hire highly qualified passive and active candidates based on Advanced searches,

    InMail service and Talent Pipeline Management.

    Learning & Development: Back in 2015, LinkedIn had bought an online learning company called

    Lynda for $1.5 billion. Lynda was integrated into LinkedIn as the learning and

    development platform for professionals. In short, subscription members can get access to

    thousands of professional courses. Thus, this segment of the business is subscription-based as well.

    Marketing Solutions: The marketing solution is the part where LinkedIn uses its member’s user

    base to let other businesses advertise their products or services. There are six products in this area:

  • Sponsored Updates
  • LinkedIn Ads
  • Sponsored in Mails
  • Display Ads
  • Ads API
  • Elevate
  • The last segment is related to the premium subscription’s members.

    Premium Subscriptions: The differentiation between the subscription-based model and

    advertising model is not as simple as it seems. In fact, within premium subscriptions, you can have

    access to advertising features (like InMail Messages); therefore, even though the

    LinkedIn business model is mainly subscription-based. That is more diversified. In fact, it is

    undeniable that part of the value of the professional network comes from the leverage the

    businesses can make of the LinkedIn members’ base.

    One of the key aspects of a business model is the customer segment your organization serves,

    whom you sell your products or services. LinkedIn gets its overall value by offering services for

    both HR managers in need of qualified candidates and professionals looking for career

    opportunities. The Learning & Development platform allows LinkedIn members to get more

    qualified. Which in turn, increases the value of the hiring services as more qualified people are


    Teams are working to keep LinkedIn a safe place for professionals by proactively finding fake

    profiles then removing them and any content they share. Prevent 19.5 million fake accounts from

    being created at registration. This means the vast majority – 95% – were stopped automatically,

    without ever being live on LinkedIn.

    Restricting 2 million fake accounts before members reported them and 67,000 following member

    reports. This was possible by pairing human review with artificial intelligence and machine

    learning and our members who report fake accounts.98% of all fake accounts we prevented or took

    down were done so through our automated defenses, including artificial intelligence and machine

    learning. The rest were captured through manual review.

    Case Study Questions:

    1.Which Business model is adopted in LinkedIn? (2 Marks)

    2.Give the function of talent solution product in Linked in. (2 Marks)

    3.Is the search in Linked In is effective? Reason out. (2 Marks)

    4.Specify the ways adopted to prevent fake accounts? (2 Marks)

    Note: The answers can be also from other outside trusted resources.

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