Deep interpretation of LinkedIn's bid for lyndacom

Editor's note: Recent peers should be familiar with LinkedIn's acquisition of Lynda.com, an online education, but throughout the entire domestic network, the news is described only as news. So what is the deeper meaning of this takeover? The problem should be that people in online education have the most say. The so-called mountain stone can attack jade, we look at the foreign online education director Kirsten Bailey how in her article on this acquisition case in-depth interpretation of ...

When I woke up early in the morning in Thursday, I started looking at the news I had subscribed to, and suddenly found out that LinkedIn had spent $1.5 billion on lynda.com for online education. Although I was still a bit of a hangover, but my mind immediately responded with a nerve-popping question: "Wait, what's the date today?" ”

Today is not April Fool's Day, right?

I can be very responsible to tell you that this news will certainly make a lot of people feel shocked. The reason is not that this acquisition is unreasonable, in fact lynda.com and LinkedIn's vision and mission are in fact highly consistent. Their marriage is, in many ways, a wonderful combination of complementary and flawless.

But there are some reasons why the news is so shocking:

• The bid price (which I personally think is low).
• LinkedIn's one-night-Boom market Opportunity (Editor's note: You'll see the market opportunity as you look down.)
• In fact lynda.com not long before the news that there will be two huge investment to make Lynda.com become the leader of the online education industry, but who is the investor who has been a mystery-I did not think that this mystery is so soon to the world.

Immediately, people will naturally ask, "what does this acquisition mean for God's horse?" ”

Does this deal mean God horse?

Most people in the world may regard LinkedIn as a professional social network, an online place to help you hang up your resume, a place to interact with colleagues, prospects and peers. Because of the advanced subscription features offered by LinkedIn, it is natural to assume that this is the business model when you listen to the word subscription. However, the benefits of this business model for premium subscriptions actually account for only 20 of LinkedIn's earnings.

In fact, LinkedIn's main business model is actually recruiting. This notch talent demand solution brings LinkedIn a 60 percent gain: $1.3 billion!

Then we return to the question before. "What does this deal really mean?" ”

In fact, this means that LinkedIn is aligning its position at a higher level, taking the "global talent pipeline" as a key strategy to dominate the global talent demand field, covering areas ranging from tapping the talent pool to training and developing talent skills to talent placement. LinkedIn calls this a "livelihood chart", but I think this is a more obscure term, so it's changed into a more understandable "global talent pipeline", from talent excavation to cultivation to placement to provide a one-stop line-like service.

Once you realize that LinkedIn is actually a recruiting platform, you'll know that their clients are recruiters and hiring managers and headhunters. These people hire LinkedIn to help them stand in their position to find the best, top talent candidates. So, LinkedIn's job is to ensure that the people who have the best skills and knowledge in their network pool are serving their employers. And, at this time Lynda.com's entry, just can supplement LinkedIn to build this pipeline lacks of link.

In short, as a lynda.com with 3,400 different topics from programming to market to business, its inclusion will satisfy LinkedIn's desire to help job seekers improve their skill sets so that they can become more attractive and competitive in the interview.

So how does LinkedIn integrate lynda.com into its system?

In the long run, the grand plan lynda.com the LinkedIn portfolio is commendable, but in the short term, Lynda may start with a few points to bring new growth to LinkedIn:

1) Talent Solutions add -on: LinkedIn has publicly announced that they will run Lynda as a standalone product in the short term, but they should start trying to see how lynda.com can be used as part of its grand plan to get new growth.
2) Increase market revenue : LinkedIn has realized that it has 3, and 500 million of professionals should be interested in the development of Lynda and the opportunity to learn and improve. And because the two companies have a similar subscription-based business model, it's easy for LinkedIn to integrate Lynda.com into its advanced subscription capabilities so that users can access Lynda directly via LinkedIn. I am confident that this will be the next move that LinkedIn is going to make after this acquisition is settled.
3) Expansion of market positioning : In addition to a higher level of recruitment, LinkedIn's acquisition sends another clear signal that LinkedIn has positioned itself as a strong competitor in the field of "professional training". Now that LinkedIn is in the field of talent training, I'm sure LinkedIn will be in the field of professional talent development. Shake It! The existing training industry organizations! You've already given LinkedIn a stand on the left is the talent that needs training the right hand side is a great opportunity at this crossroads of companies that need talent. Here I think it is necessary to reiterate that, through this acquisition, LinkedIn does not want to be in training in this field with the pioneers to achieve a win, but rather a single big to create a "global talent pipeline." So now the Forerunner (Editor's note: The term "extended from the Forerunner advantage" refers to those enterprises that enter the market first), perhaps now you need to step back and evaluate your SWOT (editor's note: S.W.O.T refers to competitive advantage, competitive disadvantage, opportunity and threat), Think carefully about whether you should be ready for LinkedIn's takeover move.

How will the future landscape change?

Frankly, the most exciting thing about this acquisition is that LinkedIn will fill the void of the so-called " non-traditional, micro- Certification" market that we rarely talk about but are rapidly growing (editor's note: Please forgive me cruel, Micro Certificate certification (micro-credentials) It seems that the word has not been seen in the country, perhaps smart crossing can see if you can find the corresponding niche market. Micro-certification is also called Digital badge, according to Wikipedia's analysis, refers to a variety of training platforms, when you complete a certain skill, ability, or interest in the training after the certification issued by a valid electronic certification certificate).

The nature of our current work is evolving rapidly, which requires us to quickly learn the latest skills at an unprecedented rate. Whether it is social media-related knowledge, or knowledge of data analysis or programming skills, such as universities and colleges, traditional educational venues are hard to keep up with this ever-changing pace. Second, many people do not actually have the time or the need to spend 2-4 years in school to complete a curriculum plan.

What kind of results will this produce? such as the Udacity Company's data analysis micro-degree certificate is done with Facebook and MongoDB, another example is that you can also be in the COURSEA Professional certification company to complete the training and obtain a University of Pennsylvania, the Wharton School issued by the e-Cert. The process of obtaining the two certificates mentioned above can be completed online, and students can arrange their own scattered time and tuition fees to obtain the certificate, and the time and tuition fees are far from that of the traditional school and so much more expensive.

This micro-certificate certification will be very beneficial to professionals because they often have the potential to plan a more affordable and workable path for their career. At the same time, in-service employees, they are also willing to use a micro-certification method to send out their ability to have a stronger skill set and employability signals.

One of the challenges of this new approach to micro-degree certification is whether the market trusts such certifications or even realizes the need for such certifications. And that, that's why Linkedind's acquisition can arouse my interest.

Once this pair of wings is lynda.com, LinkedIn is really a powerful tiger. LinkedIn will be able to provide a solution to the above challenges quickly by providing a certificate for the completed course. If they really want to take this route, Lynda.com, especially LinkedIn, have enough brand clout to make those employees who need training truly aware of the value of this micro-degree certification and, if executed well, will be helpful in improving the credibility and integrity of this new micro-degree certification. And in the end this in turn will be a boon for LinkedIn's long-term development, with LinkedIn CEO Jeff Weiner saying, "Create a livelihood for every member of the workforce in every corner of the world!" “

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Deep interpretation of LinkedIn's bid for lyndacom