Check My Work LinkedIn Corporation LinkedIn occupies a market-leading position for professional social networking. Over 30o million users have developed profiles that detail personal information such as education, job responsibilities, and work history.1 While the interactions inside LinkedIn's web site are certainly not at the level of a social network like Facebook, user profile information and connections are extremely valuable. LinkedIn has special appeal to those who wish to maintain a separate professional identity. While Facebook users are sharing photos of kids, and pithy thoughts about their day, they can project their carefully crafted personal brand at LinkedIn."2 Having valuable profile information gives LinkedIn the unique ability to target advertising, target services, and launch new offerings. One such offering is the Sales Navigator-a tool for sales professionals that draws on the rich information base of LinkedIn.3 The Sales Navigator recommends sales leads (i.e., prospects) with whom a salesperson should be connecting on the site, allows that salesperson to track updates and news related to these important leads and their companies, and identifies mutual connections-including other people at the salesperson's company-who can introduce the salesperson to the customer prospect. Rick Summer, "LinkedIn Corp," Analyst Research, August 28, 2014, Morningstar, Inc, accessed at http://www.morningstar.com on May 2, 2015, pp. 1-3 Tbid, p. 2 3Anthony Ha, LinkedIn Launches a Standalone Sales Navigator to Help Users with Social SellingJuly 31, 2014, accessed at http://techcrunch.com on May 2, 2015, p. 2. What steps can LinkedIn take to speed the adoption of Sales Navigator among sales professionals at large as well as medium-sized firms