Richard Wong (LinkedIn)
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Richard Wong is an account executive at LinkedIn where he works with Canadian marketers to utilize the LinkedIn community and advertising platform. Currently an instructor at the University of Toronto, this is his second time on the Marketing News Canada Podcast.
He considers himself a marketer “through and through,” as he’s worked in both big and small traditional marketing companies. Richard has always wanted to help people adapt to technology. He’s taught over 1000 students how to delegate and now he’s bringing his brand of innovation to LinkedIn.
LinkedIn has started focusing on the content available, expanding personal profiles, engaging with a greater number of people, and staying up to date on industry news. LinkedIn has grown into something more than an online resume. Richard says that “only ten per cent of the total times people actually go on LinkedIn are only job search related.”
Richard loves the fact that the company is members-first. It’s not all advertisements so their revenue is diversified. LinkedIn prioritizes its members above all else as they establish trust by not abusing peoples data. “We would never sell your data. The ads that you see are specifically relevant to you.” It's “first party data driven,” and because of this they are able to cut down on fake news that poison companies like these.
The LinkedIn resumes of individuals take on a life-like structure through the platform. It transcends simple job hunting because it can be used for business development, marketing strategies, and more.
Marketers can subscribe to newsletters that show up on their LinkedIn profiles. It can be delivered right into your mailbox. Usually you would have to get a newsletter sent to your email which would be an extra step. Richard expressed his love for Bill Gates’s Gates Notes newsLetter. LinkedIn creates newsletters in a way that is easy to access and share.
LinkedIn Live is another way people can share information. The live sessions allow for seven times the reactions than natively curated content. However, not just anybody can go live. There is a nomination and review process that determines the validity of the content. Richard explains the risk with live media because of the random audiences it can attract. “Whether it is trying to book more speaking engagements, or for different brands to do new launches” Richard believes the live feature is an asset to LinkedIn, especially during a pandemic where social gatherings are at an all time low.
LinkedIn allows for seamless engagement without the presence of internet trolls. There is no ranting or negative material going viral on the platform. It helps secure it as a hub for professionally driven people. LinkedIn Learning is another use tool that aids users in developing the most professional version of themselves. The courses fall under three categories: business, creative, and technology. “There's an incredible amount of great help when it comes to diversity and inclusion and belonging,” says Richard. At the end of these courses, some will have tests, and some have other various ways of assessing your learning. They can be a great way to check and improve your skills in the industry.
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