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LinkedIn

How LinkedIn monetised a professional network through recruitment, sales, and advertising.

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All 9 blocks

Key Partners

  • Enterprise HR systems (Workday, SAP)
  • Learning content partners
  • Microsoft (owner, Azure integration)

Key Activities

  • Feed algorithm and content moderation
  • Recruiter and sales tools development
  • Learning content production

Key Resources

  • Professional network (950M+ members)
  • First-party professional data
  • Job listings inventory

Value Propositions

  • Find and be found for opportunities
  • Professional reputation and content
  • Hire and be hired faster

Customer Relationships

  • Connection network and endorsements
  • InMail for direct outreach
  • Notifications and feed engagement

Channels

  • Direct sign-up
  • Google (profile SEO)
  • Email notifications

Customer Segments

  • Job seekers
  • Recruiters and HR teams
  • B2B sales professionals
  • Thought leaders

Cost Structure

  • Platform infrastructure
  • Trust and safety
  • Sales and enterprise support

Revenue Streams

  • Premium subscriptions (Career, Business, Sales Nav)
  • Recruiter licenses
  • Advertising

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