Locations on careers.linkedin.com

Showing job seekers what it’s like to work for LinkedIn in their city

Overview

Company: LinkedIn, a professional social network (you know the one!) with 16,000 employees in more than 30 locations on five continents

Role: Research, content strategy, and UX writing

 

Team: Myself, a designer, and the head of talent attraction

 

Tools: Sketch, Google Sheets, Google Docs, LinkedIn style guides

Careers website location-page wireframes

Problem

We were planning to update LinkedIn’s company recruiting website, careers.linkedin.com. I interviewed 17 new hires to learn how they used the web to research LinkedIn as an employer. (A whole other project, deserving its own case study!)

 

Research insight: job seekers want local information.

For example:

  • Is there commuter-shuttle service to the Chicago office?

  • Does LinkedIn hire engineers in Singapore?

  • What’s it like to relocate to Dublin from the continent?

  • Would my commute be shorter if I worked in San Francisco or Sunnyvale?

User: Potential applicant

User goal: Learn about local workplaces


Business goal: Increase qualified job applications

Our challenge: Take users …

 

  • From the careers.linkedin.com homepage

  • To a location-filtered list of LinkedIn jobs on LinkedIn.com

 

… While helping them accomplish information-seeking goals along the way.

Task flow from homepage to filtered job search

Content Strategy

Requirements:

I assessed what we knew about the existing site, our users, and our business needs. Then I defined guidelines for our locations content:

 

Stay consistent with LinkedIn.com: We’d be sending users off the careers website onto the LinkedIn platform. That experience needed to feel consistent.

 

Design a scalable solution: We wanted to quickly deliver the same solution for each of LinkedIn’s 30-plus workplaces, ranging from the headquarters campus to small sales outposts.

 

Write for nonnative speakers: English is the language of business at LinkedIn. Our solution would only ship in English. However, English is not the native language for many employees and candidates.

 

Language:

 

Working with LinkedIn’s voice guidelines and product-content style guide, I identified language that adhered to our requirements.

 

Two terms worth noting:

  • Jobs, not opportunities or openings. Jobs was the word our users used, and it was also the term on LinkedIn.com.

  • Locations, not offices or cities. Not every LinkedIn location is an office. Some cities have more than one location.

Prefered terms document

Content patterns:

 

I wrote repeatable microcopy and defined how we should adapt UI copy strings for each location. My goal was to template as much as possible and minimize customization.

  • See local jobs is the primary call to action: specific, but not individualized

  • Teams, Amenities, and Transportation labels: accurate and relevant across all locations

  • Overview paragraph: Boilerplate needing minimal customization

Content patterns document

Information and testimonials:

 

We needed help gathering information about individual locations. I wrote prompts for our local stakeholders, as well as for local employees – so we could collect testimonials.

Information and testimonial prompts document

User Flow

Our challenge was to take users from the careers.linkedin.com homepage to a location-filtered list of jobs on LinkedIn.com.

 

Our user flow starts on the homepage, with a new call-to-action section:

User flow screens

It leads to a location category-page that links out to individual location pages. The user can learn about a location: teams (functions) that work there, amenities like meals and fitness facilities, and transportation information like onsite parking and nearby transit stations:

User flow screens

From the location page, users can “see local jobs” on LinkedIn.com:

User flow screens

Status

Locations and other updates to careers.linkedin.com will ship in autumn 2020.

Takeaways

What I learned:

 

Even with such a simple flow, it’s worth taking the time to research and think through your choices.

 

Biggest challenges: 

 

Creating something that feels locally relevant, but requires minimal adaption, location to location.

 

My favorite step:

 

Honestly, I really like rationalizing word choices. 🙈