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LinkedIn, the professional networking platform owned by Microsoft, has fully embraced generative AI to improve user experience and deliver tangible business outcomes. The company recently introduced new AI features aimed at helping users search for jobs, customize their resumes, and create personalized cover letters effortlessly.

According to a report by Emarketer, consumer-facing brands have shown increased interest in LinkedIn, attributing it to the platform’s new advertising formats and evolving user behavior. In an exclusive interview with LinkedIn’s Chief Product Officer, Tomer Cohen, the Associated Press delved into the company’s focus on generative AI, brand marketing, and user engagement.

Cohen highlighted the competitive job market and the surge in job applications year-over-year. This trend is particularly evident in industries such as technology, finance, and fashion. With the growing demand for AI-specific roles, companies are investing in AI and professionals are actively seeking to acquire AI skills. LinkedIn has witnessed a remarkable 160% increase in professionals learning and showcasing AI skills on their profiles.

The transformative power of AI lies in its ability to streamline mundane tasks and enable users to focus on what truly matters. LinkedIn has leveraged generative AI to revamp its recruiter tool, empowering recruiters to write more effective messages. This AI-powered enhancement has resulted in a 40% increase in accepted messages, revolutionizing the way recruiters operate.

In November, LinkedIn launched a job seeker experience that helps users assess their fit for specific roles. The positive response and high retention rate prompted the platform to enhance this feature, enabling users to explore multiple job opportunities. LinkedIn now assists users in building tailored resumes and cover letters for each job application, facilitating their career progression.

LinkedIn’s effectiveness in B2B marketing has been widely acknowledged. The platform’s ability to reach multiple decision-makers and facilitate complex sales processes has made it a preferred choice for B2B campaigns. However, LinkedIn has also proven successful in B2C campaigns that require careful consideration and multiple touchpoints.

The platform has witnessed a growing trend of professionals seeking relevant news and views that align with their career aspirations. LinkedIn has become a space where individuals can be authentic, share knowledge, and engage with experts in various fields. This has attracted top voices, including AI technology experts, sustainability advocates, and well-being specialists, who utilize LinkedIn to share insights and connect with their audience.

LinkedIn has responded to this trend by investing in video content, resulting in a 45% increase in video creation on the platform. Creators from platforms like TikTok, YouTube, and Instagram’s Reels have recognized the opportunity to expand their reach and find their audience on LinkedIn.