GenAI enhanced profile
LinkedIn’s Premium AI Profile is a new paid product for all Premium Profile's, designed to help them stand out and convert visitors more efficiently. As a LinkedIn member, I want to represent myself as experienced and knowledgable.
My role
I led the monetization and mobile strategy to secure executive buy-in, craft our long-term vision, and design the MVP. This involved working with cross-functional partners, ensuring alignment and guiding the GenAI principles and components for other teams.
Problems
Presenting your best self on LinkedIn (your professional profile, your messages, your posts) can be anxiety-inducing. What will people think about what I say? What if I don’t say the right thing? What if I don’t sound smart enough? What if I don't get a job or a potential client because they didn’t like what I said? Members are faced with a blank canvas, not knowing where to start, what to write, or how to write it.
We have an opportunity to dramatically improve the outreach experience across our three marketplaces by developing new solutions that leverage Generative AI in combination with LinkedIn’s unique differentiators of its knowledge graph, a network that contributes social proof, and contextual workflows that members repeat on a daily basis.
Member verbatim from user research
“Writing with a blank canvas is very anxiety inducing. I would leverage this to start me off and then edit this.” - Member A
​“I’ve thought of trying to send messages to job posters but think it is awkward. What do I say when I reach out?...This is great because it would take [away] the awkward ‘what would I say?’ issue.” - Member B​
​“English is not my native language. So I would feel more safe to use something that is written by an AI machine, so I can be sure that there aren’t a lot of grammatical and other mistakes in the text.” - Member C
Framing the design challenge
HMW: help members update their profile so they stand out and make a good impression.
Context
AI suggested profiles was a 0-1 feature that led the innovation of GenAI at LinkedIn. The combination of ChatGPT4 combined with the LinkedIn economic graph allowed enhanced profile suggestions to help Premium subscribers create a best in class headline and summary to help achieve key goals for based on identified jobs to be done (JTBD).
As a jobseeker, I want to write more effective resumes and profile descriptions to stand out to recruiters and hiring managers so I have a better chance of hearing back and getting a job.
As an Established Leader & Career Accelerator, I want to write more effective resumes and profile descriptions to cultivate an effective network.
Accessing the feature
Placing the entries in high touch areas to help maximize the awareness and the ease of adding for the first time or updating existing. We're highlighting the enhance promo's in multiple locations based on visits. we prioritize at the top of profile to highlight the importance. For the permanent entries we leveraged contextual locations where members are currently looking for improving and next steps.
Drafting a suggestion
Highlighting simple recommendations with ability to edit and customize. It's important to understanding how the suggested drafts are received so we can improve them over time. Members can rate the suggestions so they can improve over time.
Comparing the draft to original
It was crucial to provide confidence that the new version is better means members need to compare the new with the old. Offering the ability to toggle back and forth between the new suggestion and the original.
​Member feedback ​
“LOVED IT! I've always dreaded the "about me" section; with a few clicks and a few edits- boom! It was all done, and it highlighted my experiences that are most relevant to what I do professionally now.” Member A
“I always overthink when writing about myself, so I've been putting off writing the "About Me" section for so long. This feature was incredibly helpful and wrote a great description for me!” Member B
“I am super impressed with the profile enhancement suggestions!” Member C
“This was an amazing feature; I spent 10 minutes editing my summary. I didn't have a summary before and this saved so much time! A few things were incorrect but overall very satisfied.” Member D
Results
LinkedIn's GenAI profile’s MVP focused on enhancing multiple important profile fields. Follow up features are focused on inline edit and monetization. This achieved:
• 63% suggestion acceptance rate
• Positive impact on profile edits (+6.6%) / self profile views (+1.3%)
• Conversation sends + replies (+5.1%)
• Monetization test shows +0.7% site wide sign up increase.