LinkedIn's VP of marketing, global brand, and consumer, Minjae Ormes, discusses the way LinkedIn has already incorporated AI into their product to boost user tools for job seekers. Ormes was interviewed at the Cannes Lions 2024 International Festival of Creativity by Business Insider.
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00:00Generative AI has been such a big part of the conversation lately,
00:04but frankly, as LinkedIn and also a company and a group of marketers in tech,
00:09we've been using AI all along.
00:16But let's just talk about some of the recent examples.
00:19So we've been learning together as a group how to ask better questions.
00:23I mean, that's what prompt engineering is at the end of the day, right?
00:25And how do you interact with the new tools?
00:27And how do you get the information back?
00:29So that's been a huge learning journey together,
00:31which has been really fun and trying out all the different tools.
00:35Another way we've been using it is to sort through our creative.
00:38So where are the places that we create the best creative strategy
00:42and the messaging and the positioning
00:44that translates from the business strategy and ultimately the role of marketing?
00:48But when it comes to production, when it comes to making different versions of it,
00:51how do we also utilize some of these new tools,
00:54sort through the versions and the formats
00:56and different ways in which we can scale those messages?
00:59So when you think about our mission and the vision,
01:02and we're trying to serve literally every single member of the global workforce,
01:07that mission and the vision actually scales faster
01:10when you put the technology right at the heart of it.
01:12So for example, we have the LinkedIn Premium product,
01:16where oftentimes people are paying for the subscription
01:19to stand out when they're looking for jobs.
01:22And in this case, we have some tools that are as of late in the past six to eight months or so
01:27that have been helping people do things like,
01:29how do I make sure that I'm the best fit for a job that I'm looking for?
01:33What are the ways in which I can go through the process
01:36of positioning myself in the best way possible,
01:38whether it comes to the resume or the cover letter,
01:41the way in which you would reach out to a recruiter on LinkedIn with the in-mail product.
01:45So there are many different ways in which it's almost like the thing that we've been at,
01:50the thing that we've been trying to achieve
01:52and ultimately serve our members or customers,
01:55it's been accelerating because of the promise of AI in our product and technology.