“Everyone knows Skill endorsements are a joke so why are LinkedIn persisting with them?”
This was a question I was recently asked by a listener to my podcast LinkedInformed and my immediate response was… good question! It really got me thinking.
LinkedIn are more than capable of mistakes, glitches, and errors but something of this nature is clearly a strategic decision and on matters of strategy LinkedIn are usually very switched on.
Lets examine Skills;
How many times have you looked at a candidates LinkedIn profile and been influenced by their skills or endorsements?
I really don’t blame you. Skills and their endorsements have just become a silly and seemingly pointless game on LinkedIn. I get endorsed all the time by people who I’m sure have no idea whether I have those skills or not, and I’m sure you do too.
So if they appear to add no value to a profile then why are LinkedIn so keen on them?
Why Skills are important to LinkedIn
The answer is Big Data.
My view is that endorsements are mainly a red herring, designed to encourage us to add skills to our profile.
Skills existed for 18 months before endorsements came along but people were not really adding them to their profiles so my guess is that a team of very clever ‘silicon valley’ types locked themselves away at LinkedIn’s HQ in their ‘Google-esque’ office (equipped with scooters and table football) and brainstormed the problem.
The solution was a form of gamification – endorsements… and it worked a treat!
All of a sudden people saw the point and started adding more skills and rushed to endorse their connections in the hope that they returned the favour… which they often did. Within 3 months LinkedIn were reporting 550 million endorsements and a significant growth of skills.
The end result is the kind of big data that LinkedIn were looking for. In just the last year alone LinkedIn have reported an extra 380 million skills have been added to profiles.
LinkedIn are interested in collating skills data because it provides a valuable insight into recruiting demand and skills shortages in specific areas.
Lets take an example;
Let’s imagine that LinkedIn have determined that the skill ‘Python’ (a programming language) is increasing in demand in the UK – based on keyword data from job ad’s, group job discussions, status updates, and published posts.
LinkedIn can also see from UK profiles that this skill is not increasing in profiles at the same rate.
Conclusion? The UK has or soon will have a skills shortage for Python.
This is hugely valuable data and I have no doubt that LinkedIn have a plan to monetise it… which is probably why we are not allowed to see it!
This kind of analysis would be pretty simple to do but have you noticed how LinkedIn have made it impossible to search by skills and do not give us visibility of the trends?
Every so often they release little snippets of information such as;
- Google Glass is the fastest growing skill over the last 12 months (122%)
- The fastest growing non-IT skill in the UK is “administrative”
- Profiles that have skills get 13x more views than those that don’t (due to endorsements no doubt)
LinkedIn’s CEO Jeff Weiner has spoken about this in his impressive talk about the LinkedIn worldwide economic graph and there can be no doubt that data of this nature is a highly valuable resource for LinkedIn.
So there you have it… they can be a pretty smart lot when they put their minds to it!