2020 has been one for the record books, as our lives and workplaces have been radically changed. LinkedIn has increasingly become a source of news and community as people have had to rapidly adapt to virtual work, while at the same time, we’ve had to make sure we remain a safe place for our customers to do business. A company’s values have become a major focus, and at LinkedIn we’ve always led and made decisions grounded in our values. Now, more than ever, we’re seeing how important this is.

To meet these expectations we’ve been on a journey for the past few years. Listening to you, our customers, we’ve introduced personalized advertising controls, provided transparency for our members in how data is collected and used, and have taken accountability when we make mistakes. 

Brands, including our own, need to lead with transparency, centered around their values and with a focus on providing a safe platform that helps customers grow their businesses. There should be confidence in the way brands work and lead, knowing that the trust customers place in them is core to everything and that every action they take defines their brand.

Looking ahead to 2021, there’s a renewed sense of purpose and possibility in our industry. We see a few areas that are essential for success in the long term.

• Quality content and safe conversations: A quality experience with content and conversations, aligned to culture and values, is paramount. Marketers must know they are reaching real and engaged people, free from abuse and that their message is shown alongside content that aligns to their brand’s values.
• Shared understanding of accountability: Defining and enforcing industry standards remains a reputational imperative. From accreditation, to audits, to data usage practices for privacy and consent, this accountability is crucial in platform transparency, driving brand awareness and customer acquisition. 
• Reliable results: Consistent, reliable measurements and clear results are essential to proving ROI, and higher expectations on delivering both will remain as marketers need to ensure every dollar counts.

We look forward to sharing more on how these areas play out in the coming year, and our continued work to keep LinkedIn as a place for real people, respectful content and exceptional business results. We’re focused on delivering the trusted partnership and products you need, and are honored to be on this journey with you.

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