Lauren Johnson of Insider examines LinkedIn’s content strategy.
Johnson writes, “LinkedIn’s journalists focus on five topics: Technology, healthcare, finance, small business, and frontline workers. At the center of the company’s editorial growth is a product called Daily Rundown that breaks down daily news topics and shows what people are saying about them. LinkedIn says that Daily Rundown reaches 159 million LinkedIn users in 135 countries, an increase from 47 million people and 96 countries in August 2020. LinkedIn also rolled out an evening version last month.
“LinkedIn’s data journalists pull data for companies including where recruiters find talent and which companies have tight networks, which suggests strong internal culture. The team also writes articles, which it circulates to companies, based on data around in-demand skills and rising opportunities. For instance, George Anders, a former journalist for Forbes and the Wall Street Journal, writes a weekly newsletter about the changing workforce and why droves of employees are leaving companies.
“Beyond the 95 journalists, LinkedIn has a 40-person team that works with creators as part of LinkedIn’s large push to cozy up to a broader pool of users beyond top business execs. For instance, Roth said LinkedIn wants to help college athletes find advertising and sponsorship deals. Roth also said that LinkedIn is focusing on helping Black creators build out their LinkedIn presence after users said the platform didn’t have enough diverse voices following George Floyd’s death in 2020.”
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