LinkedIn 2012 Annual Report Download - page 7

Our Vision
Our vision is to create economic opportunity for every professional in the world. This vision not only
applies to each of our members, but every professional in the global labor force, each of whom has the
ability to create economic opportunities for others. We believe this is the fundamental power of our
network.
Our Strategy
Our mission is to connect the world’s professionals to make them more productive and successful.
The key elements of our strategy are:
•Foster Viral Member Growth. With over 200 million members currently, we will continue to pursue
initiatives that promote the viral growth of our member base. These initiatives include registration
optimization, including optimizing the mobile registration experience, enhanced search engine
optimization, seamless integration with other applications and enhancements to our
communications capabilities. Viral growth is a critical element in our mission to connect the world’s
professionals.
•Serve as the Professional Profile of Record. By maintaining the trust we have developed with our
members and through continued improvements, such as enhancing our profile tools and search
engine optimization, we seek to be the professional profile for every professional worldwide. Using
our platform, any member can find other professionals on LinkedIn, connect with members
relevant to their professional network, and be found by other professionals on the Internet.
•Be the Essential Source of Professional Insights. As the amount of information being shared across
the Internet continues to rapidly increase, we seek to be the essential source for relevant shared
professional knowledge and data. Our platform enables members to easily contribute and share
information at their discretion. We are uniquely positioned to assist our members in their efforts to
be more productive and successful by providing relevant and timely business and career
intelligence, and delivering relevant insights and recommendations to our members. We have
expanded the methods by which these insights can be shared through the introduction of our
Influencers program, which allows our members to follow thought leaders on LinkedIn and
comment on and share their posts, as well as our acquisition of Slideshare, which allows users to
upload and share presentations publicly or privately.
•Work Wherever Our Members Work. We believe the value proposition of our network is most
powerful when it is accessible wherever and whenever our members work. Mobile remains our
fastest growing service. LinkedIn is accessible on a large number of mobile and other Internet-
connect devices to ensure members have access to the network anytime, anywhere. We also plan to
continue to grow our developer community by making our products and services available via open
application programming interfaces, or APIs, and embeddable widgets to enable access to our
solutions anywhere professionals work.
•Increase Monetization While Creating Value for Our Members. We intend to leverage our unique
business model to further monetize our platform while adding value to members, enterprises and
professional organizations on a global basis. For example, by providing our members with better
tools to share their professional skills and insights, our Talent Solutions can more efficiently and
effectively identify specific passive and active candidates for a particular opportunity resulting in
benefits for both members and customers. A core part of our strategy is making our solutions more
relevant for both our members and customers by significantly investing in targeting capabilities and
analytics.
•Expand Our International Presence. We have seen significant growth in our international member
base and have established operations in Australia, Brazil, Canada, France, Germany, Hong Kong,
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