
LinkedIn recently updated its mobile applications, reducing the number of icons on the home screen. Photo: Michele Travierso/Wired.com
LinkedIn doesn’t have the same propellant fueling the growth of other social networks — mindless status updates, online games and kitten videos — and so will always struggle to maintain the “stickiness” that keeps people clinging to, say, Facebook.
So despite healthy post-IPO numbers — second quarter revenue of $121 million and a profit of $4.5 million — concerns about long-term growth keep the management on their toes. But where to look for sticky fingers? On your cell screen of course!
Mobile already is the strongest area of growth, with a reported 400 percent year-on-year increase in mobile page views last June and more than 200 million searches. That’s prompted LinkedIn to create a mobile app that increases the utility of a service traditionally used as a recruiting and job seeking tool.
The app, released Tuesday, is available for Android and iPhone and in a comfy HTML5 browser version. Although not specifically designed for tablets, it works great on our office IPad. You can try it out and preview the app at touch.linkedin.com.
Once downloaded on an iPhone 4, the app is noticeably faster to load and opens with a short Flash-like intro that, thankfully, you have to suffer through only when you fire up the app for the first time. Beyond that, the app turns to the self-explanatory and aptly named “Updates.”
Updates, with a capital U, is basically a mix between a Facebook-like news feed and a Twitter stream. It shows both updates written in-app from people in your network and the actual Twitter feed of those users that decided to link accounts.
The top section of the page is dedicated to the new-ish feature called LinkedIn Today (browser version here), launched last March. LinkedIn Today aggregates the day’s most relevant information about the industries or areas of interest based on the shared knowledge and wisdom of your network and fellow industry insiders. It sounds great in principle, but how does it work?
One thing they nailed pretty well: LinkedIn knows many people need to stay current in more than one industry at a time. The app suggests a set of industries based on your connections, but you’re able to search for others.
Tapping on the shared news will open a dedicated browser with the usual set of “share” options. You can re-post the link to your stream or e-mail it, choosing whether the update should be public or visible only to your network. One Update feature that has potentially greater utility than others is the ability to see who in your network has shared your link. Alas, it works only when users share them from LinkedIn. It’d be great if the algorithm could run the same check also for shortened links shared from the Twitter stream.

The previous LinkedIn mobile app home screen had a more cluttered look that tended to confuse users. Photo courtesy of LinkedIn
Tap the home bar and you end up in a home page that benefits from a drastic redesign. It’s less cluttered, with just four icons — one each for updates, your profile, your inbox and your network. For some strange reason, you can’t edit your profile within the app. Tap network and you instantly access the most requested feature of the crop of users of the previous version of the app: groups. It’s a welcome addition, considering it’s one of the most popular features of LinkedIn, and the main way users interact with themselves.
LinkedIn’s app clearly is meeting-centric and designed to address the needs of busy people on the go. It’s great if you haven’t done your homework before meeting a customer or need some background on that candidate your assistant set you up with. A quick browse of the profile of the person you just connected will reveal where the person works, where he or she went to school, or what have you.
Tap the top left of the home bar and you can write short updates that, if you’ve linked your accounts, can be simultaneously re-posted to Twitter. Of course, Twitter pico posts end up in the update stream of a user, if one so wishes.
So, to use LinkedIn spin to it, the app is build around the meeting: pre, during and post. It makes quite a bit of sense – you check it before to gather informations on the person(s) you are about to meet; during, to to get up to date with what’s going on in your field and right afterwards, to connect (or permanently ban, in some cases). Especially, when you happen to go to a lot of conferences and exchange a ton of business cards, fantasizing, one day, to write to all those people and somehow manage to establish a connection with them. Now, you can do it right then and there.


