A case study of LinkedIn

Linkedln, the network for working professionals is, considering the median user age of 35 (Pingdom Royal, 2012), one of the social networks with an older user base. Young adults entering the job market face strong competition and networking can make a difference in the job search. The study explores Linkedln usage among young adults and investigates strategies the network can employ to increase participation and engagement among the demographic. A cross-sectional survey with 315 participants provided data for this study. The hypothesis that young adults underutilize Linkedln was not affirmed, since results showed that most respondents had an account. However, participants who did not yet have a Linkedln account were largely not planning on signing up, since they reported that Linkedln did not provide sufficient incentive to create an account. The survey provided insight into features participants would like to see on Linkedln, which form the basis of recommendations for enhancing user interaction.