It’s been around for 20 years but the average person still spends just 17 minutes a month on social media networking platform LinkedIn. For context, the average person spends 29 minutes on Instagram in a day.
By social media standards — in this age of endless screen time and bottomless scrolling — LinkedIn’s average is abysmally low. But the platform still hit a billion users this month. It might not be as algorithmically addictive as other social media platforms, but it’s still hot on Instagram’s heels — Instagram has a userbase of just over one billion, while Facebook is at 3 billion.
Other social media platforms have evolved to be about passing time. In its 20th year, the Microsoft owned platform is about being professional every single minute of the day. It’s like the social media version of Narayanmurthy’s 70-hour work week. It’s not only a platform for erstwhile Blackberrys boys in black suits, it’s become a tool ubiquitous with formal employment — every other second a CV debuts here.
“For two decades now, LinkedIn has been an integral part of the lives of our member community – now 1 billion strong,” said a LinkedIn spokesperson. “More recently, the platform has become a space for more open, authentic conversations. Members have been bonding over not just the mechanics of work but the human side too, with a noticeable 24 per cent year-over-year increase in content sharing as of October 2023.”
LinkedIn is impervious to reflexive temptations of makeovers. It rarely goes through a “Who Am I?” phase. Its brand presence is so strong that even Bollywood actor Sunil Shetty toed the line to use the platform as an entrepreneur and businessman – not as a star.
Its branding game is all about core competence and hunkering down. In Gurugram bars, when business executives and professionals are introduced, they no longer exchange visiting cards or phone numbers. They just share their LinkedIn handles.
I strongly believe LinkedIn’s strength lies in its distinct brand identity, centered on professionalism and industry insight rather than the casual socialising predominant on other platforms–Aadil Bandukwala, Senior Director Marketing at HackerRank
And according to professionals using the platform, LinkedIn stands out because of this commitment to professional networking and career development. It knows its brand inside and out even if people like to make fun of it online. Why fix something that’s not broken?
“It doesn’t face any ‘coolness crisis’, by any means,” said Aadil Bandukwala, Senior Director Marketing at HackerRank, who was formerly with LinkedIn. “I strongly believe LinkedIn’s strength lies in its distinct brand identity, centered on professionalism and industry insight rather than the casual socialising predominant on other platforms. This unique positioning is key to its enduring relevance and appeal.”
Also read: Dharamshala future is on steroids. All it took was a cricket stadium
Staying professional
LinkedIn is an often overlooked and underappreciated platform. It’s where prospective job-seekers go to clear their throats, or where management gurus spin life-lessons out of failures. It’s become an unintentional meme, like the internet’s own personal WhatsApp group — full of inspirational quotes and life mantras, with users jostling to stand out.
In India, LinkedIn plays an important role in the country’s burgeoning startup ecosystem. Indian users are especially interested in sharing and learning from industry insights — which might be why you’re likely to see over-the-top posts from “tech bros.”
The platform, launched in 2003, existed before its more popular cousins were barely even algorithms. It’s the social media platform with the strongest brand, untouched by the competition of other platforms with a niche returning-user base.
Instagram introduced its Stories feature to compete with Snapchat, Reels to compete with TikTok, and then Threads to compete with X (formerly Twitter.) And this was after another social media platform Meta (Facebook) acquired it. Over the years, other social media platforms have gone head-to-head, rebranding themselves and experimenting with their products — but LinkedIn has stayed steadfast, sharpening their tools.
“LinkedIn stands out in the world of social media, content, and networking because creation on our platform is not for the sake of entertainment, but for the pursuit of economic opportunity,” said the LinkedIn spokesperson. “LinkedIn offers a space of upliftment and sincerity that encourages people to express more freely, especially Gen Zs, who are all about authenticity and progress,” they added.
LinkedIn’s product innovations promote knowledge sharing across the professional community, which testifies how LinkedIn is not only about jobs but also about growing, learning, and turning insights into meaningful careers, according to the LinkedIn spokesperson. It’s not just about networking for jobs, but it’s also about learning and ramping up B2B sales. What keeps people returning to the platform are these opportunities to learn via content from experts.
“In India, our members embrace this culture wholeheartedly, dedicating twice the global average time to personal development,” the spokesperson added.
Also read: A Diwali murder and a Godfather-style gang war is back in this Haryana village
The evolution of LinkedIn
LinkedIn’s been through the wringer, but at its core, it’s always stuck with the same mission and vision.
The fact that the average is 17 minutes a month means the average person knows exactly what LinkedIn offers them, and exactly how to spend their time on it. And unlike Facebook that has witnessed young users fly away, the professional networking platform attracts them and keeps them for long. A profile here is ready even before the job arrives. Of those who use the platform regularly, 40 per cent access it on a daily basis — but because it’s used so sparingly overall, you only have a few minutes to make an impact.
Like so many other tech miracles, it was born in Silicon Valley as a way for professionals to track their network. LinkedIn grew to begin selling premium services to recruiters, researchers, and businesses way before Facebook started monetising ads and subscriptions — even going public a year before Facebook in 2011. It was then acquired by Microsoft in 2016, which has landed it squarely in the middle of its big AI push.
Around 39 per cent of LinkedIn’s total users pay for LinkedIn Premium, which shows how popular and integral the feature is, establishing loyalty.
The professional networking platform had begun experimenting with AI and machine learning in 2007, launching its “People You May Know” feature — which would go on to become a mainstay on other social media platforms. Today, it uses AI programs to help companies write job descriptions, or users update their profiles to be as attractive as possible. And its Economic Graph, for example, is a digital representation of how all the platform’s products are working jointly to promote the economic growth of the global workforce.
AI-driven job matching, coupled with plenty of online learning opportunities via a programme called LinkedIn Learning has meant that the platform evolved from “a basic networking platform to a multifaceted hub for professional growth and learning” to keep up with the changing nature of work, according to Bandukwala. Around 39 per cent of LinkedIn’s total users pay for LinkedIn Premium, which shows how popular and integral the feature is, establishing loyalty.
LinkedIn entered the Indian market in 2009, and wasn’t seen then as a prominent tool for hiring from a recruitment standpoint. Instead, it became a popular destination for passive recruitment — identifying talent and connecting with them professionally for future opportunities.
This is possibly one of LinkedIn’s biggest draws for users: to represent themselves in the best professional manner possible, and to make the most informed professional decision. Updating your LinkedIn profile is the first step of many peoples’ job search. It’s an indispensable part of modern-day job hunting.
Also read: Sriharikota, we have a problem. The ground is eroding
The LinkedIn identity
It’s not just CEOs and “tech bros” who use LinkedIn: just like any other social media and networking platform, LinkedIn is home to its own crop of influencers.
There used to be a clear, unsaid mandate on what to post on LinkedIn. But the pandemic changed that: as the nature of work began to change, and professional lives merged with personal lives, the kind of content posted on LinkedIn also changed. As people were laid off and experienced massive turmoil, they turned to LinkedIn to raise their profiles and air their views, according to recruiters who use the platform.
LinkedIn posts have spawned their own type of caricature — purely because there are so many humble brags and pretentious posts.
It’s not just a “scroll-and-like” type of platform, according to digital marketing experts. It’s a platform with high engagement. 72 per cent of LinkedIn users say they trust content creators on the platform because it’s backed by research and expert opinions, according to Neha Puri, founder of digital and influencer marketing agency Vavo Digital.
But LinkedIn’s also earned a bad reputation recently. A post on LinkedIn by a user succinctly outlines the “10 most annoying people on LinkedIn,” ranging from the “first-day gloater” to the “self-proclaimed guru” and the “ethical boaster.” “Ghosting headhunters” and the “uninvited sales pest” also make an appearance on the list.
There’s even an X account that’s dedicated to making fun of content on LinkedIn. It typically involves turning an innocuous event into a life lesson, and vastly overextending any metaphor into a tip on being an ideal employee. Sometimes it’s business executives sharing accidentally cringe content: an example includes a Partner and CFO at PwC India sharing a photo of himself with a peacock on Women’s Day, in which he describes the peacock as one of the “most colourful and beautiful female one can imagine.”
LinkedIn has also been accused of fostering toxic positivity: constantly talking about the hustle and the grind that threatens users’ mental health, according to some. “…if you really want to get blue, spend time on LinkedIn. Everyone – and I mean everyone – on LinkedIn is doing fantastic, awesome and amazing,” according to a recent oped in The Guardian. “LinkedIn is not a place to be honest. It’s a place to sell your products, your services and most of all yourself,” it continues.
And the company walks a fine line, according to a New York Times story with the headline How LinkedIn Became a Place to Overshare. It “tries to encourage engagement on the site while protecting the professional context that it says its users expect.”
“Unlike the bite-sized and often fleeting nature of content on casual platforms, LinkedIn serves as a repository of substantive insights and professional knowledge. Here, you’re more likely to stumble upon in-depth articles, industry analyses, and thought-provoking discussions than the latest viral trends,” said Puri.
LinkedIn is not instant gratification, it’s gradual consumption that has become a necessity. And it achieved this by making the likes of Employment News redundant.
Unlike the bite-sized and often fleeting nature of content on casual
platforms, LinkedIn serves as a repository of substantive insights
and professional knowledge
— Neha Puri, founder, Vavo Digital
Also read: Indian politicians hit the jackpot with 1957 TISCO case. It set the tone for political funding
The rise of CEO-speak and influencers
It’s a brand building platform for companies that keep the sectoral pot stirring even when they are not hiring. World’s top CEOs share their views, and reach out directly to a professional audience. It’s not just about hiring anymore: corporations are choosing to divulge more details about themselves on LinkedIn.
Content that resonates on LinkedIn is a blend of professionalism and authenticity, according to Puri.
It’s begun to form a virtual workspace: the same kinds of conversations that take place in a physical office now extend to LinkedIn. Posts about “classic office fare” — skills and work accomplishments — see higher engagement, according to the New York Times.
And corporations use it as a corporate communication tool, making sure the platform helps disseminate their version to avoid further damage in times of crisis. It’s their confession chamber.
Uber CEO Dara Khosrowshahi, for example, took to LinkedIn to celebrate a business milestone: the launch of several new products. He shared his personal favourite products, inducing being able to use Uber Charter to book a party bus to a wedding, and giving Uber access to travel itineraries via Google.
When the Ukraine-Russia war broke out, the former CEO of Shell, Ben van Beurden, turned to LinkedIn to own up to a bad decision and admit his mistake. “We are acutely aware that our decision last week to purchase a cargo of Russian crude oil to be refined into products like petrol and diesel – despite being made with security of supplies at the forefront of our thinking – was not the right one and we are sorry,” wrote the head of one of the world’s largest oil companies, and proceeded to list out Shell’s plan moving forward.
Besides educational and insightful posts — whether they’re articles, videos, or infographics — content that offers a glimpse into a high-powered CEO’s life is also an attractive draw. Posts that foster discussions on industry challenges, career development, and innovative ideas also see high engagement.
“LinkedIn’s role in fostering professional connections and offering job opportunities is particularly significant in the Indian market, aligning well with the country’s focus on career growth and entrepreneurial spirit,” said Bandukwala.
The IT ecosystem drives most of the hiring from LinkedIn, according to recruiters, which might be why one sees a surplus of people working in tech. Other sectors are not as prominent on LinkedIn — especially below the executive level, according to recruiters.
Besides educational and insightful posts — whether they’re articles, videos, or infographics — content that offers a glimpse into a high-powered CEO’s life is also an attractive draw.
Also read: Goodbye Dabangg & Singham-style cops. Kathal & Kohrra’s gritty, grimy OTT police are here
Tailoring content for LinkedIn
The website’s approach to content creators has mirrored the platform’s overall growth trajectory, according to experts. Broadening the spectrum of content on LinkedIn has also broadened the kind of community engagement taking place, with newsletters, live broadcasts, and audio events leading the pack.
“For aspiring content creators, my advice is to tailor your content to align with your professional niche,” said Puri. “It shouldn’t just be about posting content; it should be about building a community around your passion and expertise. That’s how you can become a successful content creator on LinkedIn, or any other platform for that matter.”
Some of the most popular Indian content creators on LinkedIn include people like Ankur Warikoo, entrepreneur and author. With over 2 million followers on LinkedIn, his posts range from motivational content to commentary on Indian professional culture. Warikoo recently also launched his own course on the platform called “How to LinkedIn.” It’s just one of the many markers that show how vast the platform has become in two decades—one needs professional advice to navigate in this universe.
Through sharing content on LinkedIn, creators can establish themselves as thought leaders — something far harder to do on other social media platforms. The networking power of the platform extends beyond job hunting to brand collaborations and freelance opportunities. Plus, 93 per cent of B2B marketers use LinkedIn, according to Puri.
LinkedIn knows where it stands in the constellation of social media — and is perfectly positioned within the creator economy as a platform for thought leadership and industry insights.
The pandemic did give pause to the platform. In a survey conducted in 2022, LinkedIn found that 60 per cent of users think their definition of “professional” has changed since the pandemic, which might be why content has tilted from sharing just enough to oversharing.
The operative word when it comes to being on LinkedIn is “professional:” as a members-first platform, it’s meant to serve professionals in their professional lives — in whatever shape or form that takes.
“With a global reach, diverse connections, and a constant flow of industry insights, LinkedIn provides content creators with a space to thrive, learn, and discover opportunities that align with their creative skills, making it more than just a virtual resume but a vibrant hub for professional growth,” said Puri.
LinkedIn isn’t flying under the radar, it’s simply doubling down on what it knows best.