Like many other tech companies, LinkedIn is betting big on generative AI: artificial intelligence systems that can create text, images and other media in response to search queries.
The professional networking platform last month introduced new AI features that make it easier for users to search for jobs, customize their resumes and create personalized cover letters.
According to a May report from Emarketer, consumer-facing brands have shown increased interest in LinkedIn. The market research firm attributed this to increased focus on new ad formats and changes in user behavior on Microsoft’s platform.
The Associated Press recently spoke with LinkedIn Chief Product Officer Tomer Cohen about generative AI, the workforce, brand marketing, and TikTok creators. The conversation has been edited for length and clarity.
Q: The labor market is strong, despite other economic challenges such as high interest rates. What do you see on the platform in terms of recruitment and selection?
A: We see a very competitive job market and there are a lot more applications coming in from people year after year. It varies a little bit by sector. But you are now seeing the demand for talent with AI. We are seeing an increase in people looking at AI-specific roles and companies investing in them.
At the same time, we see that about 50% of people want to change roles this year, so the tendency to look for new roles is still there and still strong.
Q: Are it mainly technology companies that are looking for employees with AI skills, or are there other sectors as well?
A: We see it across multiple industries, from technology to finance to fashion. AI as a whole is driving a profound shift in the way we work and bring things to market.
But we’re also seeing a gap in AI skills. When we talk to leaders, 80% of them – across all sectors – say they know it’s really important to implement AI in their businesses. But most don’t know how to do it. They lack the confidence and skills to actually put it into practice.
As a result, you see people at all levels of seniority really working hard to learn AI skills, and they’re coming to LinkedIn to do that. We’re seeing a 160% increase in professionals learning these skills – and showing it on their profiles.
Q: Many companies are launching AI initiatives. How many of them do you think will move the needle?
A: It’s clear to everyone that AI is going to be a really big, profound shift. So it’s really about focusing on what customer or member value it can produce. For example, the idea that AI can really take the tedious tasks that you do during the day and help you focus on what matters most is 100% real.
We’ve basically relaunched our recruiter tool and are now powering our direct messaging features with AI to help recruiters craft their messages. And we’re seeing a 40% increase in accepted messages. If you’re a recruiter, this is a game changer for the way you do your job.
In November, we launched a job seeker experience, which helps users understand if they’re a good fit for a specific role. We’ve seen great retention, and now we’re launching an enhancement that can help people look at multiple jobs, not just one. We’re going to help you actually create a resume for those specific jobs when you apply and a cover letter. So we’re seeing that it’s helping people get ahead, which is great. And we’re seeing business results from it, both for our customers and for us as a company.
Q: LinkedIn also facilitates a lot of B2B marketing, or business-to-business marketing. Is the company investing more in helping brands sell directly to customers?
A: B2B marketing works really well on LinkedIn. Because if you think about it, you’re usually trying to reach multiple decision makers. It’s more complex in terms of how you reach those members. It requires multiple touch points. And the sale can take weeks to months, and sometimes years.
When it comes to B2C (business-to-customer) sales, there are marketing campaigns that mimic B2B. You can be very successful on LinkedIn with B2B campaigns – but also B2C campaigns – where what you’re trying to promote and what you’re trying to sell requires a lot of thought.
Q: The tone on LinkedIn has changed over the last few years. Users are posting more personal stuff, like getting fired or struggling with imposter syndrome. What do you think has led to that?
A: One of the growing trends we’re seeing on LinkedIn is that people are looking for opinions and news that are relevant to their professional careers. And that’s more than just about your life. People are thinking about the opportunity to be more authentic at work and sharing their authentic selves on LinkedIn. You can think about it as the ideal workplace, where you can be open. That’s a growing theme for us — everything from sharing knowledge, seeking expertise, and bringing your full professional self to LinkedIn. As a result, we’re seeing top voices on topics from AI technology to sustainability to wellness experts coming to the platform to share.
You see brands coming to the platform and spending more time thinking about how to cultivate and curate their audience. And professionals finding the experts they want to learn from and having conversations with them. We’re doing things to play into that, like investing in video. We’re seeing a 45% increase in video creation on LinkedIn.
Q: TikTok could be banned in a few months due to the federal law that was passed earlier this year. Is LinkedIn doing anything to recruit professionally oriented creators who are on that platform?
C: Top voices on TikTok, YouTube or Instagram’s Reels naturally see the opportunity on LinkedIn. They eventually come in, see how it works for others and they see that this is where they can find their audience. When you realize as a creator that you can find your audience on multiple platforms, it’s a really great opportunity to expand your reach, which is usually what creators are looking for.