A social-networking system, such as LinkedIn, may have its success or usefulness measured at least in part by its ability to generate interest among its members in connecting and engaging with other members on the platform. The more members that are regularly on the platform, the more valuable the service is for individual members (since more of their network is on the platform), recruiters, or other entities who wish to contact those members. The amount of interest generated among the members may depend on many factors, including, for example, the effectiveness of techniques for drawing a user to the system, connecting users to other users of the system, and providing relevant content to the member.