Locations on careers.linkedin.com
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
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.
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.
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.
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.
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
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.
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:
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:
From the location page, users can “see local jobs” on LinkedIn.com:
Locations and other updates to careers.linkedin.com 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.
Creating something that feels locally relevant, but requires minimal adaption, location to location.
My favorite step:
Honestly, I really like rationalizing word choices. 🙈