It's time to look again at LinkedIn as a B2C platform

Since its launch in 2003, LinkedIn has evolved to become the largest professional networking platform in the world, with over 750 million registered members globally and more than 30 million members in the UK alone.As part of The Drum’s recent Digital Transformation Festival, US editor Kenneth Hein spoke with Will Aldington Smyth, agency partner lead, EMEA at LinkedIn and Lauren Ogúndèkó, head of response digital and Board member at PHD UK to find out how and why LinkedIn has moved far beyond its roots as a B2B focused ‘digital Rolodex’ to become, surprisingly, one of the most effective B2C channels available to marketers in 2021.Watch the full LinkedIn B2C roundtable here.Describing the gradual evolution of the platform, Aldington Smyth said: “It’s fair to say that LinkedIn was initially viewed mainly as a digital rolodex, CV depository and job board. Today, people come to LinkedIn for a much wider variety of reasons: to be inspired; to connect with others; to find out about different organisations; to learn new skills; to present their professional opinions and to showcase their personal brand. In 2021, our members are using LinkedIn to present their values to the world.”PHD UK’s Ogúndèkó explained how LinkedIn has become…
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