LinkedIn — the social network with more than 560 million members who connect around work-related topics and job-seeking — continues to add more features, integrating technology from its new owner Microsoft, both to improve engagement on LinkedIn as well as to create deeper data ties between the two businesses.
Today, the company announced two more: users can now instantly view translations of content on the site when it appears in a language that is not the one set as a default; and they can now use QR codes to quickly swap contact details with other LinkedIn members.
In both cases, the features are likely overdue. The lingua franca of LinkedIn seems to be English, but the platform has a large global reach, and as it continues to try to expand to a wider range of later adopters and different categories of users, having a translation feature seems to be a no-brainer. It would also put it in closer line with the likes of Twitter and Facebook, which have had translation options for years.
The QR code generator, meanwhile, has become a key way for people to swap their details when they are not already connected on a network. And with LinkedIn this makes a lot of sense: there are so many people with the same name and it can be a challenge figuring out which “Mark Smith” you might want to connect with after coming across him at an event. And given that LinkedIn has been looking for more ways of making its app useful in in-person situations, this is an obvious way to enable that.
Translations are coming by way of the Microsoft Text Analytics API, the same Azure Cognitive Service that powers translations on Bing, Skype and Office (as well as third-party services like Twitter). It will be available in more than 60 languages, with more coming soon, LinkedIn says, to a “majority” of members using either the desktop or mobile web versions of LinkedIn.
The company says that it will be coming to LinkedIn’s iOS and Android apps in due course, as well. Users will get the “see translation” link based on a number of signals you’re providing to LinkedIn that include your language setting on the platform, the country where you are accessing content and the language you have used in your profile.
Content covered by the option to translate will include the main feed, the activity section on a person’s profile and posts if you click on them in the feed or share it.
Meanwhile, with QR codes, you trigger the ability to capture one by clicking in the search box on the iOS or Android app. Through that window, you can also pick up your own code to share with others.
LinkedIn suggests that the QR code can effectively become the replacement for the business card for people when they are at in-person events. But another option is that you can use this now in any place where you might want to provide a shortcut to your profile.