LinkedIn has been expanding its news team, so we took a look at the tools and opportunities available to publishers and journalists on the platform
How does LinkedIn see the future of news on its platform? Journalism.co.uk spoke to Katie Carroll, who has worked at LinkedIn for nine years, moving from the news team to become Head of Industry and Creator Operations last year.
Publishers and journalists come under that ‘creator’ umbrella, but LinkedIn also has its own news team. This in-house newsroom has expanded significantly in the past year, with almost 200 people in journalist, editor and other news roles worldwide.
This team both produces and curates news content with the goal of increasing engagement on the platform; making it the centre of people’s online professional life rather than a platform they visit only occasionally during a job search.
«We have had a news team for about a decade. The bet since the beginning – and it’s proven true – is that if we can have people talking about timely things, that’s a great reason for people to keep coming back to the platform,» Carroll explains.
She says that a powerful example of how this can work came during the pandemic, when people used the platform to ask for or give help about the major changes caused by covid-19, from looking for new jobs to navigating the challenges of remote work.
The benefit for publishers is not financial, but is the chance to be a part of these conversations, growing engagement with their audiences – and since LinkedIn is a professional platform there is significant appeal for business, trade or B2B publications.
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