The Days of LinkedIn Personal Metrics Are Gone
Microsoft’s deal to purchase LinkedIn closed in December 2016. Since then, certain members have been seeing a huge LinkedIn makeover: a new user interface (UI), and a new insider look on the metrics. The roll-out was progressive, and there seemed to be no logic to which version a user saw during the transition. Frequency on the site or level of membership did not appear to have any impact on the roll-out. It simply seemed to be the luck of the draw.
At the end of February, every member logged on to a whole new look, which now has a certain Facebook feel to it. It is gorgeous and so much more modern than its old face. Our gripes with the change, however, have been in terms of metrics — what have they done with them, and where can we find any information? Personal profiles once provided a valuable 90-day chart with ups and downs of profile views and actions taken. Now? Not so much.
LINKEDIN METRICS BEFORE THE CHANGES:
LINKEDIN METRICS AFTER THE CHANGES:
Let’s face it: the chart was awesome. Seeing increases or decreases in comparison to actions taken was valuable. What other fun metrics have they killed? The one that compared us to the Joneses, of course. Seeing we’re better than our peers is always good to know! And yes, this metric is as dead as an 8-track tape.
Although knowing an increase or decrease in the past 90 days brings value, it’s no longer compared to the actions taken. Nor does the new data provide tips on how to increase profile views. Yet LinkedIn loves to remind us that profile views matter.
A Treasure Chest of Information at LinkedIn?
There is very little to no information on metrics and data tracking for LinkedIn personal pages. The focus is mainly directed at company pages. At first glance, this can make a lot of sense. However, true business deals and partnerships are made between people.
Our analytics and data dashboard software, which can pull any data and any metric from all sources known to mankind, does not pull information from personal profiles. The frustration level was high as we were bound and determined to find a true source of LinkedIn data.
Our research led us to the Social Selling Index (SSI), which can be accessed via this direct link. What we have to say about this tool is that it’s pretty sweet, and is based on 4 key performance indicators:
- Establishing a professional brand: with tips on how to be an all-star with your profile, such as adding media files to your work experience
- Finding the right people: with tips on how to use LinkedIn’s research tools tapping into LI’s valuable database to find the right prospects and decision makers
- Engaging with insights: become a curator and share relevant information establishing you as a thought leader in your industry
- Building relationships: this is what it’s all about at LinkedIn — and it’s not who you know, but it’s who those you know know
Sure there is a 90-day chart, and yes, there is also an element of comparison to our peers and our industry. But the chart does not align with activities, and the comparison does not mention profile views. This aspect receives a big thumbs down review.
That being said, the best part of this metrics page is that it offers complete tips on how to improve each section. Yes, you read that right. Each category is hyperlinked (as highlighted above) to a slideshow of tips and suggestions on how to exactly improve each core metric. Thank you, LinkedIn — you just made our jobs easier.
It’s now time for us to make your job easier by helping you successfully build an all-star profile on LinkedIn. With the majority of profiles showing an overall SSI score of less than 30%, we can build yours to hit the 70% ranking and stand above the crowd. Get in touch with us today and learn how we can help you do your own LinkedIn makeover to improve your metrics and increase engagement.