Data By The People, For The People

This CIKM 2012 Industry Event presentation discusses how LinkedIn utilizes data to enhance user experiences through search, recommendations, and networking. It emphasizes the importance of social connections in driving user engagement and job applications, highlighting that users benefit from being able to find and be found through others. Key takeaways include the role of social proof and machine learning in enhancing connection suggestions and user interactions on the platform.

Transcript

1. Recruiting Solutions Recruiting Solutions Recruiting Solutions Data By The People, For The People Daniel Tunkelang Director, Data Science LinkedIn Daniel 1
2. Why do 175M+ people use LinkedIn? 2
3. Identity: find and be found 3
4. Insights: discover and share knowledge 4
5. People use LinkedIn because of other people. 5
6. People as Users + People as Data Unique opportunities and challenges! §  Search §  Recommendations §  Networking 6
7. Search 7
8. People search is personal! 8
9. But not all relevance factors are personal. 9 Good Bad
10. People are semi-structured objects. 10 10 for i in [1..n]! s ← w1 w2 … wi ! if Pc (s) > 0! a ← new Segment()! a.segs ← {s}! a.prob ← Pc (s)! B[i] ← {a}! for j in [1..i-1]! for b in B[j]! s ← wj wj+1 … wi ! if Pc (s) > 0! a ← new Segment()! a.segs ← b.segs U {s}! a.prob ← b.prob * Pc (s)! B[i] ← B[i] U {a}! sort B[i] by prob! truncate B[i] to size k!
11. LinkedIn uses scale to derive structure. 11 11 Software Developer
12. Social network is more than a ranking signal. 12 12
13. People are a gateway to other entities. 13 13
14. Search: Summary 14 People finding people. People being found. People finding content. Through other people.
15. Recommendations 15 15
16. Recommendation products at LinkedIn 16 16 Similar Profiles Events You May Be Interested In News Network updates Connections
17. LinkedIn’s recommender ecosystem 17 Recommendations drive: > 50% of connections > 50% of job applications > 50% of group joins
18. Inputs for recommender systems 18 Content Social Graph … Behavior Page Views Actions Queries
19. Jobs You Might Be Interested In 19
20. How LinkedIn matches people to jobs 20 Corpus Stats Job User Base Filtered title geo company industry description functional area … Candidate General expertise specialties education headline geo experience Current Position title summary tenure length industry functional area … Similarity (candidate expertise, job description) 0.56 Similarity (candidate specialties, job description) 0.2 Transition probability (candidate industry, job industry) 0.43 Title Similarity 0.8 Similarity (headline, title) 0.7 . . . derived Matching Binary Exact matches: geo, industry, … Soft transition probabilities, similarity, … Text Transition probabilities Connectivity yrs of experience to reach title education needed for this title …
21. Is job-hunting socially contagious? 21 [Posse, 2012]
22. Social referral 22 Suggest based on connection strength and relevance to target user. 2x conversion! [Amin et al, 2012]
23. Suggested skill endorsements 23
24. Recommendations: Summary 24 24 Content is king. Connections provide social dimension. Context determines where and when a recommendation is appropriate.
25. Networking 25
26. People You May Know 26
27. Closing the triangles §  Triads suggest and affect relationships. [Simmel, 1908], [Granovetter, 1973] §  Triangle closing is a Big Data problem. [Shah, 2011] §  Use machine learning to rank candidates. 27 Alice Bob Carol ?
28. Shared connections as a signal 28
29. Power of social proof 29
30. More power of social proof 30 …
31. Networking: Summary 31 Close triangles to suggest connections. Connections as social proof. Unleash the power of weak ties.
32. Conclusion §  People use LinkedIn because of other people. §  Primary use cases: – Find and be found. – Discover and share knowledge. §  People are at the heart of LinkedIn’s products: – Search – Recommendations – Networking 32
33. 2 4 8 17 32 55 90 2004 2005 2006 2007 2008 2009 2010 2011 LinkedIn Members (Millions) 175M+ 25th Most visit website worldwide (Comscore 6-12) Company pages >2M 62% non U.S. 2/sec 85% Fortune 500 Companies use LinkedIn to hire Thank You! 33 We’re Hiring! Learn more at http://data.linkedin.com/