‘We might be wrong, but we’re not confused’: how Tomer Cohen, chief product officer at LinkedIn, figures out what works best

Platform Purpose

LinkedIn and Twitter serve distinct purposes in the social media landscape. Tomer Cohen, LinkedIn's chief product officer, highlights that LinkedIn's success is measured by users securing new jobs, unlike Twitter, which focuses on engagement metrics 1. This difference shapes LinkedIn's unique approach to user interaction, emphasizing professional identity over ephemeral content 2. Cohen explains, "LinkedIn exists to create economic opportunity for every member of the global workforce."

   

Identity Focus

LinkedIn's approach to professional identity sets it apart from other social networks. Tomer Cohen notes that users view their LinkedIn profiles as part of their professional identity, showcasing their expertise and thought leadership 3. Unlike platforms like Instagram, where content is often curated for virality, LinkedIn content is meant to last and accumulate value over time 4. "When people actually share and engage on LinkedIn, they were not looking for ephemerality," Cohen emphasizes.

   

Strategic Evolution

LinkedIn's strategy evolves with technological advancements and market demands. Tomer Cohen explains that while the company's vision and mission remain constant, its strategy adapts to changes like the shift from desktop to mobile and the rise of AI 5. This adaptability ensures LinkedIn remains relevant and effective in serving its users' professional needs 6. "AI is going to continue to be that forcing function for a long time," Cohen predicts.