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It has been an interesting few days for LinkedIn. First it announces its acquisition of online learning company Lynda.com and four days later it announces the launch of its new content curation app Elevate. The app should be available to all by the third quarter of this year and is currently only available to large organisations.

So why have they launched a content curation app? Because LinkedIn understands the power of content to help individuals and organisations market what they do. This started with the Influencer programme (subject experts publish on the platform) and was followed by member blogging – allowing members to write and publish blog posts on their profiles.

If you aren’t an influencer or not writing posts in LinkedIn but are sharing other content and responding to conversations then until the launch of Elevate there was no way for you to show what you know and add value to your personal brand and the organisation’s brand too.

That’s where Elevate comes in. using algorithms developed off the back of its Newsle and LinkedIn Pulse tools, Elevate suggests content for you to share in your network. The app has been tested by a few companies including Adobe and it is interesting to read their feedback . . .

“This product helps our employees start social conversations about Adobe and the industries we serve. Adobe employees who participated in the LinkedIn Elevate pilot drove 80 percent more Adobe job views than they did previously and in February alone, each participant drove three to four new trial downloads for Adobe solutions. Our employees want to be active on social media, and LinkedIn Elevate offers an easy platform to provide them with insightful content that they will want to share.”

Interestingly, LinkedIn says that: “When a LinkedIn member shares six pieces of content, on average, they receive six profile views and make two new connections, which helps them strengthen their professional brands. At the same time, the company they work for receives six job views, three Company Page views, and one Company Page follower, which helps them better hire, market, and sell.”

However, LinkedIn’s research shows that only 2% of employees share content their company has shared on LinkedIn and yet they’re responsible for about 20% of the overall engagement  – clicks, likes, comments, and shares – that content receives.

Employees are seen as much more authentic than the company.

So, LinkedIn members now have a tool to share relevant content that will help them show what they know as well as show what the organisation knows. For Adobe, this is driving significant interest in jobs. The data shows that being able to share more content will have significant value for organisations.

The ability to surface what the organisation knows – what it reads, watches, listens to and shares – is critically important to the employer brand, to personal and professional development and ultimately competitive advantage – this is about staying on top of developments in your domain.

The thinking used by LinkedIn is something all organisations can adopt – it is something we talk about in the video below.