LinkedIn External Microsites
Storytelling Model on Microsites
As the digital presence for LinkedIn, our microsites must be able to attract the right audience, as well as build trust, provide just enough information, offer a guided experience, convert, nurture and do so without friction or confusion. And I truly believe stories have the power to inspire actions therefore increasing conversion from potential prospects. With the goal of driving engagement and conversion rate, I included a simple storytelling framework into each of the homepage: introduction → plot/action(s) → happy ending.
Introduction in a story
This will most likely be the first thing that our users see when they landed on our site. A good introduction needs to capture their attention immediately by hooking them with interesting characters and a sneak peek into the plot of the story. In many of the sites that I designed, I often use images of people or a visual representation of the main hero of the stories.
Plot
Plot can vary from each microsite depending on the end goal. Most the projects that I worked on do not have direct business (purchasing) impact so the plot that the users are presented are usually pretty straightforward.
Happy ending
A good story would end with a happy ending. A happy ending in this case would be showcasing happy customers and the impacts that LinkedIn has made.
LinkedIn for Good
Project brief
A request from Marketing to revamp the current LIFG microsite and consolidate all of child pages so that LIFG has only one uber presence where everyone can go to learn more about LinkedIn’s social impact work, as well as the work that LinkedIn is doing around diversity, sustainability and compliance.
Business Goal
Create an umbrella site for LinkedIn social impact and Corporate Social Responsibility (CSR) efforts. Present content in a way that best reflects who we are as a company and as a brand.
Project insights
As a world class, public company, it is imperative that we share our social impact/CSR story with investors, stakeholders, members, nonprofits, partners, employees etc… Not only will sharing our social impact/CSR mission and programs support our corporate brand, but it will allow us to support our vision of creating economic opportunity for every member of the global workforce.
Target Audience
Anyone who wants to learn what LI is doing in the space of social impact and CSR. Should specifically speak to: Investors, Community stakeholders, Policy makers, Media, Nonprofits, Prospective partners, LI members, Employees
LinkedIn for Nonprofit
Project brief
A request from Marketing to revamp the current Nonprofit microsite. The update has 3 goals: to keep the experience in line with the broader LIFG microsite experience, to optimize the usefulness of educating the nonprofit prospect community, and to drive leads and bookings.
Business Goal
• Allow long tail nonprofits to purchase self-service, discounted products online
• Be the main portal where nonprofits can be educated on how to best use LinkedIn
Project insights
LinkedIn’s vision is to create economic opportunity for every member of the global workforce. Giving nonprofits the ability to tap into and benefit from the value of LinkedIn is extremely important to helping achieve that goal! When we help one organization, we are not only impacting them - we’re helping connect them with the people that will help make an impact in hundreds, thousands, or millions more lives.
Target Audience
Nonprofit professionals. Mostly NAMER but we have global visitors as well. Within that audience:
• Nonprofit executives
• Nonprofit HR / talent acquisition / recruiters
• Nonprofit fundraisers / development professionals
• Nonprofit marketers
• Volunteers, board members
• Nonprofit hiring managers
Design at LinkedIn
Project brief
A request from LinkedIn User Experience Design team to build a site that gives an overview of the team's vision, culture, and showcasing the types of work they do, how they do it, and why they do it for an external audience.
Business Goal
Elevate LinkedIn Design brand to stay competitive with other top companies attracting design candidates.
Single-minded Proposition
The LinkedIn User Experience Design team is has incredible culture and is full of amazing talented individuals. Our work and the way we work is inspiring, collaborative, innovative, and makes a difference in people’s lives all over the world.
Target Audience
Potential design candidates in school or currently at another company. Evangelize the brand to industry experts and bloggers.
