I teamed up with bestselling author and Membership Economy guru, Robbie Baxter, to write this article:
Silicon Valley innovators are leveraging technology to build close, ongoing relationships with their customers and members, and are enjoying growth, predictable revenue and loyalty. LinkedIn is preeminent among these innovators. What can associations learn from organizations like LinkedIn?
LinkedIn’s goal is to allow members to establish and maintain strategic relationships based on their professional network. Since its launch in 2003, LinkedIn has grown to over 300 million members in 200 countries,
representing 170 industries. As LinkedIn has grown, so has its impact across many industries, especially recruitment and management.
LinkedIn has expanded its services to meet the unique needs of corporate recruiters and HR professionals as well as those of the professional business community in general. It has become the most important talent platform for professionals in nearly every industry to advance their careers.
LinkedIn provides recruitment solutions including LinkedIn Recruiter (a platform giving access to its entire database); Jobs Network (highly targeted
ads); and Career Pages (branded career websites within the LinkedIn network). By providing corporate recruiting solutions, LinkedIn has disrupted professional associations, particularly the Society for Human Resource Management (SHRM), the almost 70-year-old membership organization for the talent management field. Corporate recruiters once constituted a significant segment of SHRM’s membership, with their Rolodexes reflecting hard-earned networks of contacts. Those Rolodexes have now been essentially replaced by LinkedIn’s recruitment
platform. Corporations no longer need to hire recruiters with a Rolodex; they need LinkedIn.
While SHRM continues to provide services to these groups, SHRM must find new ways to deliver value to recruiters who must in turn find new ways to get business, now that LinkedIn is providing so much value, often for free, to
SHRM’s traditional members.
Download the entire paper here, including a summary of the 7 key learnings associations can take from LinkedIn.