![]() ![]() It’s a strategy viewed with scepticism by rivals - and by some of LinkedIn’s own existing members among China’s skilled workforce, fluent in English and already accessing the site for contacts with the rest of the world. The newcomer’s strategy for China appears deceptively simple - to offer Chinese-speakers professional networking on a global scale in their own language. Some 10 years after it was founded as a site to connect jobseekers with recruiters, LinkedIn’s net income rose by a quarter last year to $26.8 million. The company said then a localised site would help it reach 140 million professionals in the world’s second-biggest economy - a boon for a company seeking to expand its current audience of 277 million members as it saturates developed markets. The stakes are high for LinkedIn, which launched in China in February saying it would co-operate with the censorship climate that global social media sites like Facebook Inc and Twitter Inc have shunned. Established local peers like Dajie, Wealink and Tianji - with over 60 million members between them - stand in the way. “The LinkedIn mission is to connect all the world’s professionals, and the country with the most professionals in the world is China,” Reid Hoffman, the co-founder of the firm based in Mountain View, California, said at a Shanghai presentation last month. If that earned LinkedIn scorn on Western social media, it passed largely unnoticed within mainland China, and Wall Street investors were unmoved. To do that, beyond coping with censorship, it must match big domestic players, already tuned into a generation of self-styled Internet “losers” with their own, irreverent take on corporate culture.Įarlier this month, the West’s most popular online career network censored posts from users in China marking 25 years since Beijing’s crackdown on pro-democracy activists in Tiananmen Square. ![]() LinkedIn is intent on making the kind of breakthrough in China that eluded Internet giants like Google Inc, Yahoo Inc and Inc. The logo for LinkedIn Corporation, a social networking networking website for people in professional occupations, is shown in Mountain View, California February 6, 2013.
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