LinkedIn 2013 Annual Report Download - page 7

Our Vision
Our vision is to create economic opportunity for every member of the global workforce, each of
whom has the ability to create economic opportunities for others. We believe this is the fundamental
power of our network.
Ultimately, our goal is to create economic opportunity at massive scale by developing the world’s first
economic graph, a digital map of the global economy. In creating this map, we believe we can help our
members navigate the increasingly challenging 21st century global economy.
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 approximately 277 million members currently, we will continue to
pursue initiatives that promote the viral growth of our member base, that is, members expanding
our member base by inviting other members. These initiatives include registration optimization,
including optimized 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. We
increasingly give members the ability to represent their identities in the form of a dynamic portfolio
versus a static resume through rich media and other product enhancements. 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.
•Become the Definitive Professional Publishing Platform. As the amount of information shared across
the Internet rapidly expands, we strive to deliver members relevant insights at the right time to
make members better at what they do. By creating the web’s definitive professional publishing
platform, LinkedIn will help members discover, consume, and publish relevant professional content
at global scale, ultimately making individual members more productive and successful. LinkedIn’s
publishing platform encompasses products including Groups, the LinkedIn homepage, our Pulse
news product and Influencer program, the Slideshare platform, and more recently the Pulse news
reader mobile app.
•Expand Our International Presence. We have seen significant growth in our international member
base and have established operations around the world, including Europe, Asia, South America and
the Middle East. We intend to continue to grow our international member base by making our
platform available in more languages, by further developing our brand across various international
geographies, and by expanding our sales, technical and support operations in additional
international locations.
•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.
5