LinkedIn Learning: Strategy Trade-offs at a Multisided Platform Firm

LinkedIn Learning has consistently played a supportive role in bolstering the core business
rather than serving as its central focus. Aligned with LinkedIn's mission to foster economic
opportunities globally, the company's core function revolves around connecting talent with
employers, constituting its primary revenue sources from Talent Solutions, Premium
Memberships, and Advertising. LinkedIn Learning, instrumental in aiding the core business,
has successfully increased member engagement and attracted new users to the platform. The
platform offers various benefits, including personalized course recommendations, skill
assessments, and workforce reports tracking employee participation. These features
distinguish LinkedIn from other online learning platforms, strengthening its position as a
multi-sided platform. However, it's crucial to emphasize that these achievements are most
impactful when intertwined with the existing core business. LinkedIn Learning should not be
the core business for LinkedIn for several reasons:
Mission Alignment:
LinkedIn's core mission is to create economic opportunities for its members by connecting
talent with employers. The primary revenue streams come from Talent Solutions, Premium
Memberships, and Advertising. Focusing on LinkedIn Learning as the core business might
deviate from this mission and dilute the platform's primary purpose.
Diversification of Revenue Streams:
Relying heavily on LinkedIn Learning as the core business could expose LinkedIn to risks
associated with a single revenue stream. Diversifying revenue sources across Talent
Solutions, Memberships, and Advertising provides a more stable and resilient business
model.
User Preferences and Competition:
User preferences and competition in the online learning space pose challenges. Younger
professionals may find the subscription model less appealing compared to other free or more
cost-effective platforms. Competition poses another challenge, as the introduction of
LinkedIn Learning brings about a new set of competitors, including MOOCs, e-learning sites,
ed-tech firms, and other learning experience platforms such as Coursera, Skillshare, Udemy,
Kahn Academy, and Master Class. The current subscription base of Coursera remains much
higher with a much larger share of partnerships and content accreditations. The competitive
landscape is also dynamic, and LinkedIn might face difficulties in establishing itself as a
primary player in the online learning market.
Accreditations and Credibility:
LinkedIn Learning certifications lack the accreditation and endorsement found in other
educational platforms, especially those provided by software-as-a-service (SAAS) firms. This
could impact the credibility of the courses offered and limit the platform's appeal, particularly
in professional and technical fields.
Integration with Core Business:
LinkedIn Learning's success lies in its integration with the core business. It serves as a
supplementary tool that enhances member engagement and supports professional
development within the broader LinkedIn ecosystem. Detaching it from this ecosystem may
diminish its effectiveness and value.
Dynamic Market Trends:
The online learning landscape is dynamic, with evolving trends and technologies. Depending
solely on LinkedIn Learning as the core business might not allow LinkedIn to adapt quickly
to changes in the market or capitalize on emerging opportunities.
Strategic Focus:
LinkedIn's strategic focus should remain on its core competency of connecting professionals
and facilitating career growth. While LinkedIn Learning contributes to this mission, it should
not overshadow the core services that have established LinkedIn as a leading professional
networking platform.

In summary, while LinkedIn Learning plays a crucial role in supporting LinkedIn's mission
and enhancing user engagement, however making it the core business may not align with the
platform's overall objectives, diversification strategy, and the dynamic nature of the online
learning market. The current approach of integrating LinkedIn Learning into the broader
LinkedIn ecosystem appears to be a strategic and effective one.