Why does language matter? Language and business go hand in hand. A key tool in today’s world of business is LinkedIn. LinkedIn is a business oriented social network that is mainly used for professional networking. As of early 2016, LinkedIn has over 433 million users in more than 200 countries. Professionals are signing up to join LinkedIn at a rate of more than two new members per second. LinkedIn’s fastest growing demographic is students and recent college graduates with over 39 million users, this demographic is using the professional networking to their maximum benefits.
In 2014, LinkedIn rolled out two new features, language preference targeting and personalized page feeds, for its Company and Showcase Pages. With language preference targeting, brands with global audiences can target their company updates by a user’s selected language. LinkedIn’s personalized page feeds mean that a member’s company page will only show updates that were meant specifically for them. An example would be if a company targets an update to members in Spain and other members in Germany, the update would be specifically personalized to each group it was targeting.
According to LinkedIn, 67% of their members are located outside the US. Out of the top 10 Countries with the highest user numbers, English is only the main language in 3 of them. By introducing these new features it will help global brands become more effective by giving them the opportunity to provide more local content to their members on LinkedIn.
In June of 2016, LinkedIn got bought by Microsoft for $26 billion. Microsoft will not only benefit from the more than 400 million customers LinkedIn has, but has the opportunity to sell more business tools, cloud services and other products to LinkedIn. As the Microsoft chief executive said ‘Together we can accelerate the growth of LinkedIn, as well as Microsoft.”
Trying to gain quick access to the global market can be easily done by becoming a LinkedIn member. There are so many features within the network that allow you to globally reach out to a wide range of people and this new connection with Microsoft will only be beneficial to both companies. With the global reach that both LinkedIn and Microsoft has, the possibilities are endless. Because language matters!