Business Case Studies & Business Publications

PLBsearch: Growing with LinkedIn

Murray, Meghan, Mo...

Case

PLBsearch: Growing with LinkedIn

Murray, Meghan; Moore, Marian Chapman

M-0858 | Published November 5, 2013 | 10 pages Case

Collection: Darden School of Business

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This case is used in Darden's "Digital Marketing" course elective. It explores the experience of a niche search firm whose founder attributed her ability to open her recruiting firm to LinkedIn and the new model of recruiting it created. LinkedIn Corporation had been one of the most successful companies in the digital media space, with more than 4,000 employees and a market capitalization of over $25.5 billion in August 2013. But few people knew how LinkedIn had grown and how it had become profitable. LinkedIn had multiple unique aspects to explore: its focus on professional--not simply personal--social interaction, the company's B2B components, and also its marketing positioning from user experience to targeting and growth strategy.

? To understand how LinkedIn makes money and creates value. ? To recognize the significant value in B2B relationships. ? To consider design aspects of a website and how a user's online experience can affect the bottom line of that site, regardless of it being an e-commerce site or not.