Strategy to Convert More LinkedIn Members Into Paying Subscribers

You are a product manager at LinkedIn. How would you grow the number of members who pay for a LinkedIn subscription? Explain which paid offerings and which members you would focus on, what you would build or change to win them over, and how you would measure success. ```hint Why would someone pay, and for how long Members would pay for different reasons, and some of those needs end quickly. Think about which needs outlast a single job search, and how the free experience that keeps the network valuable limits what you can put behind the paywall. ``` ### Clarifying Questions - Which paid products count: individual subscriptions only, or also the selling, hiring and learning products that companies buy as seats? - Is the target new subscribers, or net subscribers after cancellations, given that many people pay only while they are looking for a job? - Is there a region or member segment the company cares most about? - Are pricing and packaging changes in scope, or only changes to the product experience? ### What a Strong Answer Covers - Scoping which subscription products and which members the goal covers. - Segments based on why a member would pay, with a justified focus and a plan for needs that end once a member is hired. - Solutions tied to moments when members feel a need the free product does not meet, prioritized. - A subscriber metric that nets out churn, with guardrails for free-member engagement and message quality. - The trade-off between gating more features and keeping the free network healthy. ### Follow-up Questions - Many job seekers cancel as soon as they are hired. How would you keep them, and should you try? - What would you put behind the paywall, what must stay free, and how would you know you had gone too far? - How would you test a price change without damaging trust with existing subscribers?