The majority of LinkedIn traffic now comes via mobile device, and as such, LinkedIn has been working over the past year to improve their mobile offering. And if you’re not utilising LinkedIn’s mobile app, you’re missing out on some of their newest helpful features.
LinkedIn released their vastly improved mobile app back in December 2015, with improved layout, functionality and tools that were widely praised by those seeking a better mobile LinkedIn experience. Since introducing the new app, LinkedIn has seen a 30% increase in daily active mobile users, a 40% lift in engaged sessions – where the user is interacting as opposed to just viewing the feed – and a massive 240% jump in messaging activity, largely reflecting the wider trend towards private messages.
To cater to this increased demand, the platform has rolled out a range of new options and tools – they’ve re-vamped how their messaging platform works to bring it more in-line with other chat apps, they’ve improved their on-platform search functionality, including the re-introduction of hashtags to the LinkedIn environment (though only via mobile), and they’ve announced a range of new tools like their automated “inbot” service which will help users schedule meetings within the messaging system.
More recently, LinkedIn’s added new tools for users to control the content they see in their feed, and a new save link feature to give users more content options. But almost all of these functions are only available within the mobile app – and while LinkedIn has announced a new desktop version of the platform is coming soon, it’s clear, based on usage data and trends, that mobile is where you need to be if you want to maximize your LinkedIn experience.
What this means for marketers is that you need to be using LinkedIn’s mobile app. If you want to understand what your audience is seeing, what other users are experiencing, if you just want to be able to utilise LinkedIn to the fullest and understand the full extent of what’s possible through the app, the only way to do that is via mobile.
What’s more, with their recent acquisition by Microsoft, LinkedIn’s set to undergo a range of changes in the coming months that will further integrate their systems into Microsoft’s larger framework. That’ll mean more opportunity for LinkedIn, more utilisation of their vast professional data set, and more tools to help users maximize the resources of the platform to help locate and connect with prospective employees and business connections.
LinkedIn, while it’s not as flashy as other social networks, has an unmatched dataset – 450 million users have uploaded their career histories and employment data to the platform. The potential of that information is huge – one day soon, LinkedIn may be able to predict and map people’s entire career histories based on real world data and insights. That is extremely powerful – if you’ve not considered how such insights can be of benefit to your business, the time is now to investigate and see what’s on offer on the professional social network.
It used to be that LinkedIn was a placeholder for your digital resume, but now it’s much more – but the only way to fully explore the system is via mobile device. It’s worth a look, even if you’re not convinced your business should be spending more time on the platform.