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According to the amount of own information, LinkedIn It is the largest professional network in the world: it has 200 countries and more than 200 million users.

The web portal was launched in May 2003 in California, USA. The CEO of LinkedIn en Jeff Weiner, and the leadership team is made up of former executives from companies such as Yahoo !, Google and Microsoft. LinkedIn's business goal is to facilitate communication between professionals and executives everywhere. According to the analysis provided by Alexa, LinkedIn It is one of the 500 most visited websites worldwide.


LinkedIn offers its users the opportunity to communicate with other people, job search and current information. The user profile of LinkedIn It is presented in the form of a Curriculum Vitae. This facilitates the candidate search procedure and provides companies with a selection of professionals to match specific vacancies. At the same time, the user can link his profile to another web portal and therefore improve it.

Other functions

  • Recommendations by other users
  • Information in the company profile
  • Profiling with many languages
  • Create and join groups

The user can also create a premium payment account. The premium accounts they offer more functions such as limiting input messages, statistical data and selective search linked to the level of experience. The costs vary between € 20 and € 350 depending on the extra services that you want to hire.

Commercial promotion on LinkedIn

LinkedIn offers advertisers the opportunity to use known "LinkedIn Ads". Therefore the advertiser can select to pay based on the CPC (Cost Per Click) or at CPM (Cost per thousand impressions). The CPC minimum is $2 (December 2014). An advertisement in LinkedIn It is similar to a Google AdWords text ad but, at the same time, it contains an image, a maximum of 25 letters in the title and 75 letters in the description and the name of the company. At the same time, the user can enter a link directly from the ad. To be able to use the ads LinkedIn Ads an account is required in LinkedIn.

Ad position

The LinkedIn Ads they appear in all important areas of the network. They can appear in the user profile and on the home page, in email and in search results. It is also possible to publish the announcements in the groups.


Advertising campaigns can be developed through LinkedIn with very different objectives since ads can be created according to company, industry, title or task. You can also categorize the ads depending on sociodemographic and geographic criteria such as age, region or gender, and other options such as the company, level of experience and size of the company.


The platform LinkedIn Ads offers an excellent possibility to control and improve the contracting procedure of the company. This type of commercial promotion is very useful for companies since, by choosing the level of experience, the potential of the chosen group is obtained.

In addition, it is possible to view the profiles of users of other companies to offer them a better professional possibility.

Due to the wide variety of criteria available and the flexibility to determine the target group a price of $2 is relatively low. You have to pay attention that the price depends on the number of companies that decide to advertise through LinkedIn and, in this way, CPC can vary considerably.


Commercial promotion through LinkedIn it is criticized many times. One of the disadvantages is that it is relatively difficult to cancel the user profile. Another negative point is the lack of data protection. In June 2012, a Russian hacker managed to publish the passwords of more than 6.5 million users. At the same time, the German magazine “Stiftung Warentest” managed to access the user accounts of LinkedIn and data saved in just a few days.


With its public listing in 2011 and the adoption of SlideShare in May 2012, LinkedIn shows that the company plans to continue its growth in the coming years. LinkedIn it remains a reliable network in the employment sector and due to globalization, it is expected to continue to grow. In the long term, the difference between LinkedIn and its competitor Xing will grow due to the international character and the connections that LinkedIn has with other social networks such as Twitter that offer it great utility.

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