{"id":4626,"date":"2015-07-20T11:54:10","date_gmt":"2015-07-20T15:54:10","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=4626"},"modified":"2018-11-07T22:26:32","modified_gmt":"2018-11-07T22:26:32","slug":"linkedin-lynda-com","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/linkedin-lynda-com\/","title":{"rendered":"What Associations Should Know About LinkedIn\u2019s Acquisition of lynda.com"},"content":{"rendered":"<figure id=\"attachment_4417\" aria-describedby=\"caption-attachment-4417\" style=\"width: 105px\" class=\"wp-caption alignleft\"><a href=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/05\/Carrie_McIntyre_headshot.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-4417\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/05\/Carrie_McIntyre_headshot.png\" alt=\"Carrie McIntyre\" width=\"105\" height=\"105\" \/><\/a><figcaption id=\"caption-attachment-4417\" class=\"wp-caption-text\"><em>Carrie McIntyre, Boxwood Career Solutions<\/em><\/figcaption><\/figure>\n<p>In April, LinkedIn announced the purchase of the online learning company lynda.com for approximately $1.5 billion. Why does that matter for associations?\u00a0 As LinkedIn CEO Jeff Weiner mentioned in a company press release,<\/p>\n<blockquote>\n<p style=\"padding-left: 150px;\">\u201cBoth companies seek to help professionals be better at what they do. lynda.com\u2019s \u2026 content helps empower people to develop the skills needed to accelerate their careers. When integrated with the hundreds of millions of members and millions of jobs on LinkedIn, lynda.com can change the way in which people connect to opportunity.\u201d<\/p>\n<\/blockquote>\n<p>Help professionals be better at what they do; help people accelerate their careers by integrating members, jobs and educational content. In other words, the very things associations have been doing for decades.<\/p>\n<p>This is not meant to be another \u201cend of associations\u201d article, but associations should pay very close attention to LinkedIn and other online communities for professionals. If you think of these sites as just social networking platforms where your members participate in discussion forums, then you aren\u2019t looking closely enough.<\/p>\n<p><a href=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/Tweetables-icon.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-2502\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/Tweetables-icon.jpg\" alt=\"Tweetables\" width=\"300\" height=\"65\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Associations offer more engagement, events, certifications, and other trusted resources that LinkedIn can\u2019t match.\u00a0<a href=\"http:\/\/ctt.ec\/t15HZ\"><img loading=\"lazy\" decoding=\"async\" class=\"align:none wp-image-2517 size-full\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p>\n<p>Lynda provides access to a huge library for biz, tech &amp; creative skills: much of the same content associates give members.\u00a0<a href=\"http:\/\/ctt.ec\/ahei2\"><img loading=\"lazy\" decoding=\"async\" class=\"align:none wp-image-2517 size-full\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p>\n<p>With acquisition of lynda, LinkedIn takes a step closer to providing services already provided by associations.\u00a0<a href=\"http:\/\/ctt.ec\/2DB46\"><img loading=\"lazy\" decoding=\"async\" class=\"align:none wp-image-2517 size-full\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p><\/blockquote>\n<h2>State of LinkedIn<\/h2>\n<p>Here are a few ways LinkedIn positions itself:<\/p>\n<ul>\n<li>\u201cLinkedIn connects the world\u2019s professionals to make them more productive and successful and transforms the ways companies hire, market and sell.<\/li>\n<li>\u201cLinkedIn is the largest professional network on the Internet.\u201d<\/li>\n<li>\u201cWe seek to make the world\u2019s professional knowledge available on LinkedIn.\u201d<\/li>\n<li>\u201cAs we continue to add jobs on LinkedIn, we grow closer to realizing our vision of having every job in the world on LinkedIn.\u201d<\/li>\n<li>\u201cOur vision is to create economic opportunity for every member of the global workforce.\u201d<\/li>\n<\/ul>\n<p>And here\u2019s how LinkedIn backs up those claims:<\/p>\n<ul>\n<li>300 million members worldwide and growing. LinkedIn only had 1.7 million members when it launched its job board in 2005.<\/li>\n<li>Nearly 70 percent of LinkedIn\u2019s members are outside the U.S., with members in more than 200<\/li>\n<li>50,000 content posts from users per week via LinkedIn Groups and other publishing tools.<\/li>\n<li>3 million active job listings.<\/li>\n<li>2014 revenues were $2.2million, up 45 percent from 2013.<\/li>\n<li>LinkedIn\u2019s revenue comes from three main sources:\n<ul>\n<li>Talent solutions (i.e., job board) \u2013 47 percent of Q4 2014 revenue.<\/li>\n<li>Marketing solutions (i.e., advertising) \u2013 24 percent of Q4 2014 revenue.<\/li>\n<li>Premium subscriptions (i.e., paid dues) \u2013 19 percent of Q4 2014 revenue.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>LinkedIn is projecting nearly 3 billion in revenue for 2015, presumably in large measure due to the lynda.com acquisition.<\/p>\n<h2><strong>Impact on association job boards<br \/>\n<\/strong><\/h2>\n<p>About seven or eight years ago, associations that operated job boards for their industry or profession started to feel the heat from the successful growth of LinkedIn\u2019s job board platform. Here at Boxwood, we received a lot of questions from folks about what the future might hold for association job boards given LinkedIn\u2019s prominence. LinkedIn has always been more of a threat to associations than other commercial job boards because its networking platform attracts a lot of passive candidates \u2013 e.g., individuals who don\u2019t consider themselves in an active job search, but might make a move for the right opportunity.\u00a0 Employers won\u2019t find these passive candidates on sites such as Monster, CareerBuilder and other commercial job boards because those sites only attract <strong>active<\/strong> job seekers.\u00a0 Until LinkedIn came along, associations were unique in their ability to help employers reach these targeted audiences of highly desirable, industry\/profession-specific, passive candidates.<\/p>\n<p>But when LinkedIn moved into the job board space, although they did have an audience of passive candidates, they couldn\u2019t match associations for engagement level, networking opportunities, education, certification, and other programs and services that associations offered their members. That meant associations had a tremendous advantage over LinkedIn because of the higher level of engagement and value associations offered members and the trustworthy nature of their offerings.<\/p>\n<figure id=\"attachment_4627\" aria-describedby=\"caption-attachment-4627\" style=\"width: 580px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/07\/Lynda-dot-com.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4627 size-large\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/07\/Lynda-dot-com-1024x576.jpg\" alt=\"Lynda dot com\" width=\"580\" height=\"326\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/07\/Lynda-dot-com-1024x576.jpg 1024w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/07\/Lynda-dot-com-300x169.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/07\/Lynda-dot-com-768x432.jpg 768w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/07\/Lynda-dot-com.jpg 1266w\" sizes=\"auto, (max-width: 580px) 100vw, 580px\" \/><\/a><figcaption id=\"caption-attachment-4627\" class=\"wp-caption-text\"><em>Lynda.com offers online education, often instructor-led, in self-paced courses. With LinkedIn&#8217;s acquisition of Lynda.com for $1.5 billion, LinkedIn is one step closer to providing the same services and resources associations have offered for decades.<\/em><\/figcaption><\/figure>\n<p>Enter <a href=\"http:\/\/www.lynda.com\" target=\"_blank\" rel=\"noopener\">lynda.com<\/a>.<\/p>\n<p>lynda.com is an online learning company founded in 1995 and provides subscription access to a library of more than 3,500 courses and 144,000 video tutorials for business, technology, and creative skills taught by industry experts in a number of different languages. It has over 500 employees worldwide,\u00a0 with offices across the U.S., U.K., Austria and Australia, with its\u00a0 headquarters in California.<\/p>\n<p>In other words, with the acquisition of lynda.com, LinkedIn took a really big step closer to associations. LinkedIn\u2019s new online learning offerings are broadly focused while associations are highly specific in their niches, and LinkedIn still doesn\u2019t have content that competes with every association, nor does it offer in person networking events, provide certifications, etc. But, before April of this year, it didn\u2019t have any online learning offerings. Before January 2005, it didn\u2019t have a job board, and before December 2002, it didn\u2019t even exist.\u00a0 In other words, it\u2019s quite possible that LinkedIn could have its eye on other association-like programs and services in the future.\u00a0 Given their size and resources, it\u2019s prudent for associations to pay attention to how LinkedIn evolves and \u2013 potentially \u2013 make changes to how their\u00a0programs are integrated and\/or executed in order to ensure that industry professionals looking for education, networking, and career opportunities continue to make associations their first choice for those resources.<\/p>\n<h2><strong>Conclusion<\/strong><\/h2>\n<p>What can associations do to ensure they continue to be the best source of networking, content, and jobs for their industry\u2019s professionals? We\u2019ll be talking more about that in a future article, and we are planning a webinar after ASAE\u2019s annual meeting. In the meantime, log in to your LinkedIn account and take a closer look at what your members and prospects are using on a regular basis.<\/p>\n<p><a href=\"mailto:carrie.mcintyre@boxwoodtech.com\"><em>Carrie McIntyre<\/em><\/a><em>\u00a0<\/em><em>is the senior director for new business development at Boxwood Career Solutions. Carrie joined Boxwood in 1999 after working in membership and marketing for several D.C.-area associations. She has helped associations of all sizes implement best practices that turn their job boards into full-featured career centers that create even stronger strategic value for associations.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In April, LinkedIn announced the purchase of the online learning company lynda.com for approximately $1.5 billion. Why does that matter for associations?<\/p>\n","protected":false},"author":79,"featured_media":4627,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[45,12,6],"tags":[467,781,22,796,271,44,459,562,23],"class_list":["post-4626","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-careers","category-marketing-communications","category-technology","tag-association-careers","tag-association-jobs","tag-linkedin","tag-lynda","tag-online-education","tag-online-learning","tag-professional-development","tag-recruiting","tag-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What Associations Should Know About LinkedIn\u2019s Acquisition of lynda.com - Association Adviser<\/title>\n<meta name=\"description\" content=\"In April, LinkedIn announced the purchase of the online learning company lynda.com for approximately $1.5 billion. 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