LinkedIn Messaging Automation Case Study
Context
LinkedIn’s messaging platform enables communications with past co-workers, potential employers, candidates looking for work, and others in the same industry looking to make connections.
However, due to LinkedIn’s massive influence on people's lives through the necessity to remain engaged, the need has arisen to automate certain functions to ease customer engagement on the platform.
This research was carried out because of the visible potential of AI in enhancing the platform’s functionalities.
Research Questions
•How can LinkedIn expand upon its user experience to automate scenarios so customers can pay less attention to trivial issues and focus on more productive activities?
•How can AI play a role in making this possible for various circumstances?
Focus Point
•Designing a prefilling response for job seekers to ease their application process by reducing the number of steps required an application, thereby saving time and allowing for more applications by the user.
Design Process
User Research; Understanding the User
User Persona
Solutioning
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A significant concern for Silvia is that she has to repeat herself during her applications continuously. During my research, I discovered that LinkedIn does save resumes and prefills user content, but only when the recruiters call for applications within the app. In situations of external job postings, the user has to repeat all the application steps again.
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A possible solution could be to have a browser extension/plugin linked to the user’s account and powered by an AI (let's call the AI Katy). Katy saves the user’s information and is initiated once the user begins an application. It automatically prefills the page with all necessary information and allows users to make changes and suggestions based on pre-set preferences and necessary information.
User flows
Wire Frames
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In addition, Katy (a GPT-3.5-4 engine) can generate cover letters and customize resumes according to user preferences and job descriptions.
Additional screens that support job applications from external job postings on LinkedIn. These are original screens, so LinkedIn has no prior screens like this.
The Desktop and Chrome extension Idea
The idea aims to improve the job application experience of applicants by leveraging AI and browser extension features to reduce the time spent on applications.
Based on the pain points observed from Hustling Silvia, this would significantly improve the experience of various users in this category.
Analytics have shown that most job applications are completed using a personal computer. This led me to create a desktop screen, but I considered using the LinkedIn Chrome extension this time.
The reason for this was that I considered that LinkedIn might not have the required permissions to allow a LinkedIn user to automatically apply their personal information on the external job posting.
This is somewhat parallel to how Google Chrome saves users' information (credit/debit card information, names, and address) and then pre-fills all the necessary fields whenever required.
The LinkedIn extension can recognize a job application and will link the user's profile with the job posting page. Then, all required fields will be pre-filled, and a cover letter, if needed, will be generated for the user based on the job description and the user's profile.
Some application pages are integrated with LinkedIn and, thus, allow users to prefill their information in the required field from their LinkedIn profile. However, most application pages, commonly non-tech inclined positions and roles from some international companies, do not have this feature.
This is where the Chrome extension becomes relevant.
This is an example of application page allows the user to complete their application with their LinkedIn profile.
This page does not have LinkedIn integrated to facilitate users' application. Required fields are filled in manually.
Manual application page
This is an example of application page allows the user to complete their application with their LinkedIn profile.
The idea is relatively straightforward- to mimic the LinkedIn Easy Apply feature on all job applications carried out by LinkedIn users. The images depict what this would look like in real-rime.
Summary
To expand upon their messaging and overall user experience, LinkedIn can consider implementing the following strategies
• LinkedIn can develop AI-powered chatbots that can handle common queries and provide automated responses. These chatbots can be trained to understand and respond to various user requests, provide basic information, and offer assistance even when customers are not actively available.
•Automated Message Sequences: LinkedIn can create pre-defined message sequences or campaigns that are triggered based on specific user actions or events. Through this, LinkedIn can maintain engagement and provide continuous support to users, regardless of their availability.
•Personalized Recommendations: LinkedIn can leverage machine learning algorithms to analyze user preferences, behavior, and interests. Based on this analysis, the platform can provide personalized recommendations to users through automated messaging. These recommendations can relevant content to enhance user engagement and provide value even when users are not actively engaged.
Thank you