Presented by Daniel Tunkelang, LinkedIn Director of Data Science, at Stanford's 2nd annual conference on Computational Social Science (CSS), hosted by Institute for Research in the Social Sciences (IRiSS). Details at https://iriss.stanford.edu/css/conference-agenda-2013

1. IRiSS 2013 Conference on Computational Social Science
Stanford University - January 11, 2013
Daniel
Information, Attention, and Trust:
A Hierarchy of Needs
Daniel Tunkelang
Director of Data Science, LinkedIn
Recruiting Solutions 1

2. Maslow’s Hierarchy of Needs
2

3. What about our Information Needs?
3

4. A Hierarchy of Needs for the Digital Age
Trust
Attention
Information
4

5. How to Satisfy Our Needs
make information accessible
allocate attention efficiently
establish a network of trust
5

6. How does LinkedIn help?
6

7. make information accessible
allocate attention efficiently
establish a network of trust
7

8. Information Access: Professional Identity
8

9. Information Access: Findability
9

10. Information Access: Insights
Top
companies:
employees came from:
Yahoo! (248). Google (148), Microsoft (110), Oracle (104), IBM (70), …
10

11. Access to Professional Information
professional identity of record
findable through standardized facets
aggregated to derive insights
11

12. make information accessible
allocate attention efficiently
establish a network of trust
12

13. Allocating Attention: Search Relevance
13

14. Allocating Attention: Industry News
14

15. Allocating Attention: Recommendations
Similar Profiles
People You May Know
15

16. Allocating Professional Attention
personalized contextual relevance
aggregate social information as signal
identity + activity -> recommendations
16

17. make information accessible
allocate attention efficiently
establish a network of trust
17

18. Network of Trust: Social Referral
Suggest based on connection strength
and relevance to target user.
2x conversion!
[Amin et al, 2012]
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19. Network of Trust: Social Proof
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20. Network of Trust: Skill Ranking
20

21. Building a Professional Network of Trust
critical mass of meaningful connections
use relationships across entity types
algorithms + people = success
21

22. Summary
make information accessible
allocate attention efficiently
establish a network of trust
22

23. Some Open Problems
23

24. Thank you!
200M+ 2/sec
63% non U.S.
25th
Most visit website worldwide
90
(Comscore 6-12)
55 >2.6M
Company pages
85%
32
17
8
2 4 Fortune 100 Companies use
LinkedIn to hire
2004 2005 2006 2007 2008 2009 2010 2011
LinkedIn Members (Millions)
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