[et_pb_section fb_built=”1″ _builder_version=”4.20.2″ _module_preset=”default” custom_padding=”0px||0px|||” da_disable_devices=”off|off|off” global_colors_info=”{}” theme_builder_area=”post_content” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row make_equal=”on” admin_label=”row” _builder_version=”4.22.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” width=”100%” custom_padding=”0px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_text admin_label=”Text” _builder_version=”4.22.0″ text_font_size=”21px” text_line_height=”1.4em” header_2_font_size=”24px” header_2_line_height=”0.2em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
I often get this remark in my workshops: \u201cLinkedIn is increasingly resembling Facebook, with people openly sharing their joys and sorrows, making the platform less professional.\u201d Is this the case, and how does LinkedIn view this shift? Where does this trend stem from and what does it signify for our future use? I\u2019m keen to shed light on these questions in this article.<\/strong><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.0″ _module_preset=”default” width=”100%” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.22.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.22.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ admin_label=”row” _builder_version=”4.20.2″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” width=”100%” custom_padding=”0px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_text admin_label=”Text” _builder_version=”4.22.0″ text_font=”||||||||” header_3_font_size=”19px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Let\u2019s step back to 2003, when LinkedIn was born into a world where Facebook, Twitter, and YouTube didn\u2019t exist. It was a pure business platform where individuals shared their resumes and built professional networks. It acted as a matchmaker for job seekers and employers.\u00a0<\/span><\/p>\n Fast forward to 2021, LinkedIn articulated its vision to evolve into a platform that aids individuals in connecting, learning, and growing professionally. According to the minds behind LinkedIn, this transformation was essential to remain relevant to a broader audience, who anticipate a blend of professional and personal content.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_text admin_label=”Text” _builder_version=”4.22.0″ text_font=”||||||||” header_3_font_size=”19px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n In 2022, LinkedIn stated, \u201cThis is a professional networking platform, but that doesn\u2019t mean it can\u2019t be personal. We believe it’s important for individuals to showcase their authenticity and connect with others in a way that works for them.”\u00a0<\/span><\/p>\n This statement resonates with me as ‘authenticity’ is the modern-day asset in a digital world devoid of economic boundaries. I will delve into this shortly, but first, let\u2019s examine the causes of LinkedIn\u2019s \u2018Facebookization.\u2019<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ make_equal=”on” _builder_version=”4.22.0″ _module_preset=”default” width=”100%” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_3″ _builder_version=”4.22.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/wingeracademy.be\/wp-content\/uploads\/Tom-denkend.jpg” title_text=”Tom denkend” align=”center” _builder_version=”4.22.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”4.22.0″ _module_preset=”default” custom_css_main_element=”align-self:center;” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text admin_label=”Text” _builder_version=”4.22.0″ text_font=”||||||||” header_3_font_size=”19px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Pandemic Crisis: The Quest for Digital Social Interaction<\/strong><\/p>\n In 2020, a focal point of the pandemic crisis, we sent twice as many LinkedIn messages as the previous year. User contributions also noticeably became more personal. A logical explanation is that lockdowns led us to seek alternative forms of social interaction, a trend benefiting all social media platforms. We began forming impressions of individuals based on their digital presence. Hence, it\u2019s not surprising that LinkedIn became more personal during this \u2018remote period.\u2019<\/span><\/p>\n This shift impacted our branding (Corporate, employer, and personal branding), our buying and selling approaches, and our recruitment and application processes.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.0″ _module_preset=”default” width=”100%” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.22.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text admin_label=”Text” _builder_version=”4.22.0″ text_font=”||||||||” header_3_font_size=”19px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n Globalization and Competition: The Battle for Customers The Influence of Facebook and Instagram The Fresh Wave of Content from Gen Z Humans Seeking Humans<\/strong> [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ make_equal=”on” _builder_version=”4.22.0″ _module_preset=”default” width=”100%” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_3″ _builder_version=”4.22.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/wingeracademy.be\/wp-content\/uploads\/Just-post-it-back.jpg” title_text=”Just post it back” align=”center” _builder_version=”4.22.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”4.22.0″ _module_preset=”default” custom_css_main_element=”align-self:center;” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text admin_label=”Text” _builder_version=”4.22.0″ text_font=”||||||||” header_3_font_size=”19px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n My final take? Times change, and so does LinkedIn. Not everyone welcomes a less professional platform, but in my eyes, it remains a valuable and inspiring channel filled with networking opportunities. The content value is gradually shifting from professional to personal, which isn\u2019t necessarily a detriment.<\/span><\/p>\n To build a robust profile<\/a><\/strong><\/span> today, it’s prudent to be open and share powerful personal narratives. Let’s not forget, economics is a social science, centered on human interaction.<\/span><\/p>\n Convinced about the power of LinkedIn, but clueless on personal branding? Winger Academy is here to empower you with knowledge and action. <\/span><\/p>\n Drop us a message and leverage the opportunities on the world\u2019s largest professional networking platform.<\/strong><\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.19.1″ _module_preset=”default” background_color=”#BFDBE3″ da_disable_devices=”off|off|off” global_colors_info=”{}” theme_builder_area=”post_content” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.22.0″ _module_preset=”default” header_4_text_align=”center” custom_margin=”||1px|||” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\nWhat Does LinkedIn Say?<\/h2>\n
Why the Shift from
Professional to Personal?<\/h2>\n
<\/strong>In a world where economy and competition know no boundaries, many companies chase quick profits. However, this presents an opportunity for those emphasizing personal customer relationships. Customers who know you and your company are likely to trust you, yielding long-term benefits.<\/span><\/p>\n
<\/strong>The emergence of theme-based groups, mirroring Facebook groups, and LinkedIn\u2019s brief experiment with stories, akin to Instagram, are undeniable influences. Although the stories feature fizzled out due to an outdated editor, it shows the changing tides.<\/span><\/p>\n
<\/strong>Generation Z, the digital natives born from 1995 onwards, utilize LinkedIn for career growth. These ambitious twenty-somethings, compared to older LinkedIn users, are more engaged in their respective sectors and avidly read studies to hone their knowledge. However, their affinity for Snapchat, TikTok, and influencers also drives them to post diverse content. In my view, embracing this shift by giving our brand a unique voice and compelling narrative is the way forward.<\/span><\/p>\n
<\/span>Perhaps the most logical explanation for LinkedIn\u2019s personal turn is our innate desire to know the people behind the brands. Before investing in collaborations, we want to know who the other party is and what they stand for. An authentic profile<\/a><\/strong><\/span> significantly outshines the competition. As mentioned earlier, the youngest generation is most sensitive to authenticity, making personal and employer branding more crucial than ever.<\/span><\/p>\nChanging Times,
New Opportunities<\/h2>\n