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The debut of LinkedIn’s new desktop version at the beginning of the year was the biggest update it’s had since it launched in 2003. Since they were acquired by Microsoft last year, LinkedIn has been looking forward to leveraging Microsoft technology and resources to offer more valuable features and services. Here are just a few of the recent changes that you should be aware of.

Increased visibility of your LinkedIn profile

LinkedIn announced an increased visibility of your profile that will allow certain third-party services to show your profile to their users, so that you can more easily connect with people and be found for opportunities. If your profile isn’t current or as complete as it should be, now is the time to do it! This update is great news if you’re interested in marketing your products or services through LinkedIn, as it will increase your visibility beyond the platform itself.


You may have noticed that LinkedIn has added a chat pop-up to the home page, to easily allow you to reach out without leaving your news feed. And with the popularity of messaging apps dramatically on the rise, you’ll likely see the use of this attribute increase, as well. Also new is a conversation starter feature; you’ll see these in notifications and messaging to help “break the ice” and encourage interaction with connections. What’s most helpful is that you’ll see these messages if you have shared experiences with someone (worked at the same company or belong to the same groups), shared connections, or when there are updates on professional (a new job or work anniversary) or personal (celebrating a birthday) activities.

Matched Audiences

A great new paid feature is Matched Audiences, which allows you to target members through website retargeting, account targeting and contact targeting. Like the name would suggest, website retargeting allows you to advertise specifically to members who have visited specific pages on your website (a pricing page or specific product page, for example) and more efficiently promote those products or services in which they’ve demonstrated an interest. Account targeting allows you to reach members within a specified list of companies. Once you upload that list, LinkedIn will match them to company pages and their members. Contact targeting allows you to upload a contact list of emails which it will also then match to members. Since LinkedIn will look at both the primary and secondary member email addresses, there’s a pretty good chance of locating them! Each of these options are available with all LinkedIn advertising products, including Sponsored Content posts and Sponsored InMail.

New tools for Premium users

Premium users have a load of new tools to take advantage of. There are 4 versions to choose from: Career, Business, Sales, and Hiring. In Career, you have access to online video courses (LinkedIn Learning) and you’re able to see salary details when looking at jobs without giving away any personal information. With Business, in addition to the video courses and career insights, you’ll get deeper insights into a company’s growth and functional trends. In Sales, you have access to insights within your accounts and leads, like job changes and company growth, as well as the ability to target decision makers with advanced search filters. Finally, in Hiring, you’ll also have access to advanced search filters, as well as suggestions as you search for new talent.

LinkedIn Changes: New Tools for Premium UsersThese are just a few of the great new features LinkedIn has introduced lately. They allow you to create a personality for a brand, as well as the individual. Considering LinkedIn is the world’s largest professional network on the Internet with more than 500 million members in over 200 countries and territories, it definitely leads the pack of resources to target potential clients and grow your business.

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About the Author

Lori Dickey | Marketing Specialist
Lori Dickey, Marketing Specialist

Lori Dickey has been a Marketing Specialist and Project Manager for PMG since 2010. When she’s not figuring out a way to put a new spin on an old concept, she’s writing about marketing numbers, figures and facts – and sighing with relief when the writing is done and the reading has begun!

 Tags: Social Media Marketing

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