LINKEDIN USAGE AND COLLEGE STUDENTS

Prepared for Shari Weiss

San Francisco State University

Leslie Cambron

April 12, 2016

Table of ContentsList of Illustrations ii

Executive Summary iii

Introduction 1

Background 1

Purpose 1

Significance 1

Scope 1

Organization 1

Findings 2

7% of millennials use LinkedIn 2

50% of graduates are on LinkedIn 3

1 of 3 professionals are on LinkedIn 4

Preference of Social Media Platforms 5

89% Of Recruiters Hire with LinkedIn 6

Summary, Conclusions, and Recommendations 7

Summary of Findings 7

Conclusions 7

Recommendations 7

Works Cited IV

i

List of Illustrations

o Figure 1: Social Media Usage Among MillennialsSource and Design by Edison Research and Triton Digitalhttp://www.edisonresearch.com/social-media-usage-12-24-2015/

o Figure 2: Pew Survey ResultsSource and Design by Pew Research Centerhttp://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

o Figure 3: Professional Usage InfographicSource by LinkedIn, Design by Kathryn Wheelerhttp://www.business2community.com/infographics/9-riveting-statistics-will-convince-sign-linkedin-immediately-infographic-0960589#bzxFfhCBP6BFSSGv.97https://twitter.com/kathrynwh4

o Figure 4: College Students and Social Media PreferenceSource by Study Breaks and Shweiki Mediahttp://studybreakscollegemedia.com/2014/social-media-statistics-how-college-students-are-using-social-networking/

o Figure 5: Recruiter StatisticsSource by Capterra bloghttp://blog.capterra.com/top-15-recruiting-statistics-2014/

ii

Executive Summary

This report was written and designed to talk about LinkedIn and recommended actions the company should look into to increase its market share among millennials, more specifically, college students. College students are known to make up the vast majority of social media users in today’s world. Because of this, they are the primary targets and in control of the future of each social media platform. Recently, LinkedIn usage among young people and college students has increased but other platforms like Instagram and Twitter still have the highest numbers.

The problem at hand seems to be that young people are not aware of the benefits they can reap from using LinkedIn in such a crucial time for personal and professional growth and development. LinkedIn is used daily by numerous companies and recruiters searching and interviewing dozens of potential candidates and new graduates. When young millennials understand the increasing number of resources LinkedIn has to offer, not only will they benefit, but LinkedIn as a company too will be positively affected by the increase in users.

The following report utilizes findings from the Edison Research and Pew Research Center as well as other trustworthy sources. Studies from these rely on data from two age groups and niches using social media platforms. After examining these figures, the following developments were revealed:

LinkedIn is the least used platform by millennials, compared to other social media sites. A higher number of Graduate students use LinkedIn, than that of Undergraduates. A substantial amount of professionals and recruiters are active users of LinkedIn

Based on these findings, it is concluded that LinkedIn should focus its expenditures on promoting its platform in places where there is a vast majority of college students and millennials. This can be achieved by using influential people and tactics popular to today’s generation. These can include using other social media platforms like Twitter, Instagram, or Facebook, where advertisements easily reach the target market through posts, celebrity endorsements, and even trial premium memberships.

iii

Introduction

Background

LinkedIn is considered among the top social media platforms for professional usage. The platform is widely used by those seeking professional and career development, due to the array of company provided opportunities.

From its start in 2003, LinkedIn has gone through significant growth both as a company and with its user base. With only 20 sign up’s per day during its 2003 launch to now over 400 million active users, this relatively high number still falls short to the number of users in other social media sites. The difference being that LinkedIn’s age group is among those older than 24, while sites like Instagram or Twitter’s users make up a much younger age group.

Purpose

The purpose of this report is to analyze how college students underuse LinkedIn as opposed to other social media sites. It will also reveal ways in which LinkedIn can market to their needed market.

Significance

As younger users start to become aware of the importance of using LinkedIn for professional means, the company will become more successful as their markets share expands.

Scope

This report will evaluate social media users ages 18-34, more specifically, college students or recent graduates. It will analyze how LinkedIn can become successful and act in both favors.

Organization

The following report begins with data revealing LinkedIn’s usage among teenagers, college students, and finally within professionals. Lastly, it will conclude with ways in which LinkedIn can market to the younger age groups to increase their user count.

Findings

iv

7% of millennials use LinkedIn

Compared to other social media platforms, LinkedIn is the least used site among 18-24 year olds with only 7% of users. This survey done by Edison Research and Triton Digital shows how significantly low its user base is. The results of the survey are shown in Figure 1.

Figure 1: Social Media Usage Among Millennials

Source and Design by Edison Research and Triton Digital

After analyzing this figure, it is evident that . This shows that LinkedIn usage among the younger generation is really low. One can conclude from this is that millennials are underutilizing LinkedIn as a professional tool.

50% of Graduates use LinkedIn

v

Although LinkedIn use among the millennial generation is low, the number of college graduates who utilize LinkedIn is high. According to a survey done by the Pew Research Center in 2013 and 2014, LinkedIn usage among college graduates is at 50%. The results of the survey are shown in Figure 2.

Figure 2: Pew Survey Results

Source and Design by Pew Research Center

In 2013 the number of college graduates using LinkedIn was at 38%. In 2014 that number jumped to 50%. This shows that LinkedIn usage among graduates is increasing. One can conclude that those who have graduated college can see the potential for professional growth by using LinkedIn.

1 of 3 professionals are on LinkedIn

vi

According to LinkedIn, 1 out of 3 professionals are currently using their service. The following infographic contains information about why one should use LinkedIn. In particular number 3 shows that 33% of professionals are using LinkedIn. The percentage is shown in Figure 3.

Figure 3: Professional Usage Infographic

Source by LinkedIn, Design by Kathryn Wheeler

When 33% of the world’s professional workforce is using a service, one can conclude that it must be effective. One can also conclude that if millennials begin to use LinkedIn, their professional potential can increase indefinitely. By utilizing the resource of LinkedIn, millennials can begin to connect with the millions of professionals and their companies.

vii

viii

Summary, Conclusions, and Recommendations

Summary of Findings

LinkedIn is underutilized by those of college age. Other forms of social media are more utilized by millennials. Only 7% of people aged 12-24 are using LinkedIn. When compared to other forms of social media such as Facebook, Twitter and Instagram, this number is really low.

Conclusions

LinkedIn is a valuable tool that can increase the professional potential of those of college age. College graduates have realized the value of LinkedIn as a tool as 50% of them are using the service. Professionals also use LinkedIn in great numbers as 33% use the service worldwide. If those of college age can realize the potential in LinkedIn and begin to utilize it effectively, they can see their professional potential increase indefinitely.

Recommendations

LinkedIn can devote more money on advertising that targets the millennial/college demographic. This can be accomplished through the following methods:

Celebrity/CEO endorsements: Millennials are more likely to adopt and support a product if a famous/prosperous person is already using it.

Trial Premium Memberships: Amazon gives a free year of Prime to students with an .edu email address.

ix

Works Cited1. https://press.linkedin.com/about-linkedin

2. http://www.edisonresearch.com/social-media-usage-12-24-2015/

3. http://www.business2community.com/infographics/9-riveting-statistics-will-convince-sign-

linkedin-immediately-infographic-0960589#bzxFfhCBP6BFSSGv.97

4. http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

5. https://www.youtube.com/watch?v=Wi4u34VB1r8

6. http://dailyfreepress.com/2013/04/30/many-students-still-not-using-linkedin-survey-finds/

x