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LinkedIn pinpoints search to increase app retention

LinkedIn is broadening the scope of its mobile products with an update for its application that gives users additional ways to search for companies, groups and jobs.

After redesigning its app a few months ago, LinkedIn added one more feature ? search. Mobile is increasingly playing a bigger role for LinkedIn with both its content and advertising as consumers turn to their mobile devices first to access the social network.

"Our mobile members are very diversified," said Tomer Cohen, senior product manager at LinkedIn, Mountain View, CA. "They are not only using LinkedIn everyday, they also use it in many shapes and forms.

"Therefore, it was important for us to provide the best experience to all while providing a very intuitive and simple interaction that helps users get to the content quickly," he said.

Enhanced search
LinkedIn?s app update is all about search. Users can now search for more than solely people, including companies, jobs and groups.

The LinkedIn app now allows users to search through more than 225 million professionals, three million company pages and two million groups in addition to the thousands of posted jobs.

Users can access this search feature via the magnifying glass icon at the top of the navigation screen.

Looped in

The search screen is divided into four sections: people, jobs, companies and groups.

With more options available, LinkedIn is aiming to get consumers to spend more time with the app and is positioning its mobile products to be more of a digital tool for consumers versus an app from which consumers jump in and out.

Consumers can download the app for free in Apple?s App Store and Google Play.

Millions searched

Catering to mobile
LinkedIn has long been attempting to use mobile opportunities.

The company offers apps for Android, Windows Phone, BlackBerry, iPad, and iPhone devices as well as a mobile Web site.

According to Mr. Cohen, more than 30 percent of unique visitors come through mobile apps, compared to 15 percent last year.

In April, LinkedIn revamped its apps to create a new mobile experience for the everyday professional.

LinkedIn also took steps to improve its ad targeting and business-to business offerings. It added more sponsored content, possibly improving the way business-to-business marketers can get ahold of the intersection of mobile and social (see story).

As of April, advertising only accounted for a third of LinkedIn?s revenue, but this still represented a huge opportunity for the company.

At the end of the day, mobile is the place to be, and LinkedIn is trying to stay ahead of the game. It wants its users to interact with the company as often as possible, and mobile is one of the key ways to accomplish that.

"Whether it's job hunting or searching for the next business connection, mobile and LinkedIn are ideal partners,? said Jeff Hasen, a Seattle-based mobile marketing consultant.

Mr. Hasen is not affiliated with LinkedIn. He commented based on his expertise on the subject.

?These updates make it easier to be productive on the go,? he said.

?As we spend more time on wireless, these apps become more valuable. I'm sure that there will be further iteration."

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York