Understanding Customers' Jobs to Be Done and Driving Engagement with Gamification on LinkedIn



Aug 20, 20233 min read


Understanding Customers' Jobs to Be Done and Driving Engagement with Gamification on LinkedIn


In today's fast-paced business environment, companies often struggle to differentiate themselves and understand what truly drives customer loyalty. However, by shifting the focus from correlation to understanding the progress that customers seek to make in a given circumstance, businesses can gain a competitive advantage. This concept, known as the "job to be done," allows companies to tailor their offerings and create meaningful connections with their customers. Additionally, incorporating gamification techniques, such as those employed by LinkedIn, can drive engagement and motivate users to take action. This article explores the power of understanding customers' jobs to be done and the impact of gamification on user engagement.

Understanding Customers' Jobs to Be Done:

When customers purchase a product or service, they essentially "hire" it to help them accomplish a specific job. If the product fulfills its purpose effectively, customers are more likely to repurchase it in the future. Conversely, if the product fails to meet their expectations, customers will seek alternatives. To fully grasp the jobs customers need to be done, precise definition and understanding of their circumstances are essential. This deep understanding allows companies to innovate and create offerings that address customers' needs without making assumptions or trade-offs.

The Power of Experience and Emotional Connections:

In a highly competitive market, the long-term competitive advantage does not solely rely on the product itself. Rather, it lies in the experiences, stories, and emotional connections that the product enables. By recognizing the social and emotional dimensions of a job, companies can differentiate their offerings in ways that competitors find difficult to replicate. For example, a doll company understood that the dolls were cherished not merely as toys but as vehicles for creating experiences and connections. This insight allowed them to stand out in the market and foster customer loyalty.

The Importance of Processes:

While the product and experiences play a significant role, the integration of processes within a company cannot be overlooked. Processes that align with the job to be done provide clear guidance to the entire team and ensure that the insights that brought success are not unintentionally abandoned. By continuously asking questions such as which experiences will help customers make progress in a given circumstance and what obstacles must be removed, companies can refine their processes and enhance customer satisfaction.

Driving Engagement with Gamification on LinkedIn:

LinkedIn serves as a prime example of utilizing gamification techniques to drive user engagement. The platform employs various features, such as the profile completeness bar, to motivate users to update their profiles. By highlighting the benefits of a complete profile, LinkedIn appeals to basic human satisfaction and incentivizes users to take action. Additionally, the "Skills & Endorsements" section not only visualizes users' strengths but also increases their credibility. This gamified endorsement feature taps into users' intrinsic rewards, such as personal achievement and professional growth, to encourage active participation.

Actionable Advice:

  • 1. Understand your customers' jobs to be done: Take the time to precisely define the circumstances in which customers seek to make progress. This understanding will enable you to innovate and create offerings that truly address their needs.
  • 2. Focus on experiences and emotional connections: Don't just sell a product or service; sell an experience. Identify the social and emotional dimensions of the job your customers are trying to accomplish and differentiate your offerings accordingly.
  • 3. Incorporate gamification techniques: Integrate gamification elements into your products or services to drive engagement and motivate users. Whether it's through progress bars, rewards, or visual representations of achievements, gamification can enhance user satisfaction and encourage continued interaction.


Understanding customers' jobs to be done and incorporating gamification techniques can significantly impact a company's success and customer loyalty. By focusing on the progress customers seek to make, companies can create offerings that fulfill their needs. Additionally, gamification can drive engagement and motivate users to take action. By implementing these strategies, businesses can cultivate a deeper understanding of their customers and foster meaningful connections, ultimately setting themselves apart from the competition.


  1. "Know Your Customers’ “Jobs to Be Done”", https://hbr.org/2016/09/know-your-customers-jobs-to-be-done (Glasp)
  2. "Analysis of LinkedIn: Driving Engagement with Gamification", https://blog.captainup.com/analysis-of-linkedin-driving-engagement-with-gamification/ (Glasp)

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