LinkedIn has always stood out as the go-to platform for professionals seeking career opportunities, networking, and industry insights. However, like many platforms, LinkedIn experienced a shift during the pandemic when personal content started to dominate the feed. Now, LinkedIn is signaling a return to its professional roots with algorithm changes (some which have already happened) that prioritise professionalism and knowledge-sharing. Let's explore these algorithm updates and their implications for users, as well as the platform's aim to win over Gen Z.
The Rise of Personal Content on LinkedIn
The global pandemic changed so much for so many, and it also altered the way we work and communicate. As we moved through the pandemic, LinkedIn transformed from a hub of professional updates and career-related discussions to a feed that resembled other social media platforms, featuring personal anecdotes, weekend selfies, and casual posts. LinkedIn became a place where professionals showcased their personal lives and sought connection beyond the confines of their work.
While the incursion of personal content was embraced by some, many users missed the fact that you can be personal and professional. And that professional focus was what had always made LinkedIn unique. In response to user feedback, LinkedIn has rolled out algorithm changes that once again aim to prioritise professionalism on the platform. The changes include a focus on "knowledge and advice," particularly from subject matter experts and connections within a user's network.
LinkedIn's reasoning is simple: people find content most valuable when it is rooted in knowledge, especially if it is shared by someone they know. By emphasising professionalism, LinkedIn aims to reestablish itself as the premier platform for career development, industry insights, and meaningful connections.
Winning the Hearts of Gen Z
Beyond prioritising professionalism, LinkedIn is also strategically targeting Generation Z, the up-and-coming workforce. Gen Z, known for their affinity for authenticity and genuine connections, can offer valuable perspectives and fresh ideas. By aligning their algorithm updates with Gen Z's preferences, it would seem that LinkedIn are hoping to capture their attention and become the platform of choice for professional networking as they enter the workforce.
The question isn’t if Gen Z are on the platform, but how they’re using it. The Methods+Mastery LinkedIn newsletter shared an interesting take in a recent edition titled: Gen Z is taking their personal brand to LinkedIn.
If we know anything about Gen Z, it’s that they bring their own style to social, and LinkedIn is no exception. With their “pull-back-the-curtain” approach to sharing, they might just redefine what online professional networking is all about.
LinkedIn is sending a clear message to users: to maximise your reach and engagement on the platform, focus on building your personal network and followers. By connecting with subject matter experts, fostering meaningful relationships, and sharing valuable knowledge, you can increase your visibility and influence on LinkedIn, ultimately amplifying your professional presence.
LinkedIn's algorithm changes highlight the platform's intent to reestablish its professional focus and cater to the preferences of its users - which I for one am pleased to hear! I may be a people-brand strategist but I just skidded into the last of Gen X and LinkedIn emerged as I started my career so that Instagram-style content on LinkedIn always felt wrong to me... even in a global pandemic!
By prioritising professionalism, knowledge-sharing, and appealing to the authenticity-seeking Gen Z (my kinda people, but with youth on their side!), LinkedIn aims to provide a space where professionals can network, learn, and advance their careers... ahh, welcome back LinkedIn!
Responding to Change with Change
As people in careers, it's essential that we adapt to change. And as users, adapting to these changes is no less important if you want to thrive on the platform. The power of building personal networks is clear and sharing valuable insights is, well, valuable!
With these changes, LinkedIn has made a public commitment to professional growth and if you second that thought, you can respond to those changes to leverage and benefit from the powerful career tool that LinkedIn was orginally designed to be.
Author: Sallee Poinsette-Nash, one of the UK's leading people-brand strategists and founder of Brandable & Co. an award-winning people-brand consultancy specialising in personal brand strategy that closes the gap between professional brands and commercial success. Sallee is also the founder of Speakable & Co. where human expertise and AI technology come together to support people, companies, conferences and global events with public speaking.