Linkedin Corporation 10-K
10APR201419231192 April 2016 To Our Stockholders: In 2015, we delivered a strong year of innovation focused on further connecting our members and customers to opportunity. For members, we made significant progress by focusing on two core value propositions: staying connected and informed, and advancing members’ careers. • In December, we launched our re-imagined flagship mobile application, the culmination of a year-long focus to create a dramatically simplified core LinkedIn experience. Since launch, we have seen meaningful increases in feed engagement, messages sent, and content interaction. • With respect to careers, we spent much of the year working on fundamental building blocks including doubling the number of jobs on LinkedIn to more than six million, improving jobs relevance, and re-launching the jobs experience on the desktop. This work resulted in a significant increase in overall engagement with jobs throughout 2015 compared to 2014. For customers, we focused on innovating the core value drivers in each product line: • Within Hiring, we announced the re-launch of Recruiter, the first full refresh of our flagship product since its original launch. The new Recruiter will rollout to customers throughout 2016 alongside the new Referrals product. The goal is that these products will further strengthen and extend our competitive position within the talent acquisition space in the coming years. • Within Marketing Solutions, Sponsored Updates increasingly evolved into the core of our advertising business, contributing approximately half of total ad revenue in 2015. Digital marketing remains a fast-evolving and competitive landscape, evidenced by the significant decline in our display ad revenue in 2015. To that end, we believe our primary focus on Sponsored Updates will continue to make LinkedIn the most effective platform for marketers to engage professionals.
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