Realizing a need for a social media hub where women could network and discuss the issues that affect their careers, Citi teamed with LinkedIn to introduce a first-of-its-kind community for professional women in April 2012 – Connect: Professional Women’s Network. The Connect community, which has grown to over 100,000 members in less than a year, immediately hit a nerve. It’s the fastest-growing and most highly-engaged group on LinkedIn – and has inspired a movement of offline events, with members organizing meet-ups across the country to grow their connections in person. Lauded by press, perhaps the best testament to the group’s success is the sense of community inspired among the members. Paula N. writes, “Finding this group of intelligent, caring, positive women has been a gift." For Citi, the reward has been the opportunity to be welcomed into consumers’ trust circle, through content and conversation that helps women on their path towards professional and financial success.The origins of Citi’s Connect: Professional Women’s Network on LinkedIn were rooted in more than a decade of talking to women through Women & Co., Citi’s award-winning personal finance resource for women. It became clear that women were looking for new ways to network and move their careers forward – whether they have their eye on the corner office, are starting their own business, or are in the process of reinventing themselves. LinkedIn, separately, recognized that women were underrepresented on their platform, and were looking for new ways to engage with a powerful, growing audience. In April 2012, Citi launched the Connect: Professional Women’s Network on LinkedIn, and has been present in the conversation every day since, working side-by-side with LinkedIn to engage in conversations and share insights and resources with members on the best ways to advance their careers and achieve their financial goals. • Connect quickly became the fastest-growing group on LinkedIn, surpassing 100,000 members in less than 9 months. • Connect is also the most highly-engaged group on the LinkedIn platform, with members engaging in discussions at a rate that’s twice the level of engagement per member of any other group on LinkedIn. Discussion threads regularly receive hundreds of comments, where conversation revolves around everything from how to reinvent yourself professionally after age 50 (a question posed by a member which received more than 2,000 responses) to how members of the group feel about their role as their household’s primary breadwinner. • The strength of Connect members’ online connections and networks has also begun to generate momentum offline, inspiring dozens of meet-ups in major cities across the country, where members come together to exchange ideas on the best ways to move their careers and finances forward. • Connect has also become a leading resource for media covering career issues, with outlets like the LA Times, Forbes Woman and AOL Jobs regularly reporting on issues and insights uncovered within the group. Lastly – and most importantly – Connect has also driven an increase in key brand metrics among LinkedIn members exposed to Citi’s efforts, leading the bank to continue to expand on the content and resources it creates to help professional women achieve professional and financial success.
