LinkedIn is either suffering a mid-life crisis or experiencing a renaissance.
The company has traditionally focused on helping workers further their careers by transforming all of their acquaintances into potential “connections” that can endorse any of their skills or simply become another notch in their digital belts. It has also tried to become a content hub for these same professionals by acquiring the Pulse news startup and working on content marketing tools.
Now an update to the company’s messaging system, which previously looked like an email client from the ’90s, makes LinkedIn seem more like a place where people can have meaningful conversations instead of meaningless connections. The update is pretty standard stuff. In addition to sporting a new chat-like interface, the new messages can also support animated GIFs and stickers. LinkedIn, much like its middle-aged user base, is catching up to the times.
It’s also responding to the popularity of Slack and similar tools which allow workers to communicate with their colleagues — and, in the process, it’s shifting from a glorified contacts list to a bona fide social communications service.
Today’s update to LinkedIn’s messages isn’t the only change of its sort the company has made recently. It also released a new application called LinkedIn Lookup last month to make it easier for people to find information about or contact their co-workers. In a blog post announcing the new app, LinkedIn said that it was created after 46 percent of respondents to an 814-person survey said they use the service to learn more about their colleagues. So it made an app to make that even easier, and now it’s updated its messaging service to help people communicate better.
It seems like the company is starting to shift its focus, if only a little bit. Instead of forming links people can use to reach new heights in their careers, LinkedIn is encouraging people to actually — get this — talk to the people in their circles.
This is similar to the change happening at Twitter, which recently updated its direct messaging feature and gave celebrities a sneak preview of new photo-and video-editing tools. Both updates appear to be meant to help Twitter combat the growth of one-to-one communication services like Snapchat or WhatsApp.
Now it’s LinkedIn’s turn to make some changes. Like Twitter, it used to focus mostly on external communications, whether it was sharing blog posts to a group of professionals or leveraging connections to find out about new jobs. These changes signal a renewed focus on internal communications. (Albeit with a more professional bent than Twitter’s focus on millennials and celebrities. Also more useful, too, apparently.)
It makes sense for LinkedIn to make these changes. Slack has proved that there’s a demand for business-focused social networks that don’t bore their users with monotone interfaces or pre-smartphone ideas about communication. Hell, even Facebook is trying to edge Slack out of the business market, and it’s not even focused on that area. It’s no surprise LinkedIn would try the same.
From corporate ladder-climber to virtual water cooler. It looks like even the stodgiest of social networks will eventually feel compelled to take on messaging services. Now we’ll have to see if the move is brilliant or just a gamble everyone will soon ignore.
Slack has been in the news recently for its stratospheric growth and mind-blowing valuation: The company raised $120 million in a recent funding round on a post-money valuation of $1.12 billion.
Many of the 30,000-plus companies using the product have inter-company relationships, and would naturally like to intercommunicate. While Slack does not yet provided that capability, some developers already jumped into the gap. Slackline is a service that uses Slack’s API to create cross-team connections for Slack channels. So if company A wants to share a Slack channel — which functions more or less as a chat room — with company B, that can now be accomplished. This is what Dan Strictland calls the Interslack.
Here’s a shared channel in my Slack account, one I used to connect to Slackline:
At the top you see where I created the connection between my channel called “#slackline” and the Slackline channel of the same name. Later on you see communications with other participants, including ernesto, the guy behind Slackline, and Dave Notik, who wants to correct the term “socialogy” that I use.
At any rate, I expect Slack will integrate this sort of capability soon. Perhaps it should simply acquire Slackwire.
Joining Slackwire’s community channels is free, but when one beings to create their own account they must pay. The small tier contains five shared channels with a limit of three connected teams to each channel for $29/month. Other plans cost more.
Note that Slack as released a new Mac client that supports logging into different teams (which are domains), but that’s not the same as shared channels, which are much more useful.
Many companies have tried to come up with a single service that allows teams to work effectively without email, but former Flickr founder Stewart Butterfield believes he has done it with Slack, which integrates with dozens of different data sources including Twitter