Professional networking online. A qualitative study of LinkedIn use in Norway

Abstract

Professional networking has become an important aspect of many professionals' work and is often regarded as a valuable asset to businesses. This thesis presents a qualitative study of how professionals in Norway employ the social networking service LinkedIn. Several social networking services provide support to the creation and maintenance of professional networks, and this has led to an increased potential for many professionals. In January 2008 LinkedIn had 17 million members world-wide, representing over 150 different industries.The study focuses on how professionals in Norway perceive social networking services and how they employ LinkedIn as a professional networking tool. As such, the study explores how professionals manage their professional network through LinkedIn and examines possible implications of this use.The empirical findings in the study are based on in-depth interviews with 11 professionals in Norway, which were conducted in November and December 2006.