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Locations on

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


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


We were planning to update LinkedIn’s company recruiting website, 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 homepage

  • To a location-filtered list of LinkedIn jobs on


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

Task flow from homepage to filtered job search

Content Strategy


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 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.




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

  • 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 homepage to a location-filtered list of jobs on


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

User flow screens


Locations and other updates to will ship in autumn 2020.


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. 🙈

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