Chapter 9: Leading with LinkedIn

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 Having joined LinkedIn as a freshman, I have a decent amount of experience with the platform, using it for connecting with bosses and finding potential internships. With this predisposition, I did not see much space for marketing on LinkedIn outside of trying to appeal to the workforce. In truth, the platform is a safe haven for B2B marketing and improving professional visibility. LinkedIn also has a reputation as the most trustworthy platform, an important virtue as we step into the world of fake news.

The LinkedIn algorithm is a unique one, prioritizing those within your network and personal interests. The layers of connection within the platform help to fuel this, showing who we are close with professionally and showing many of our interests. Personally, the connections show my interest in the biotech industry, and the platform presents jobs, content, and groups based around this market segment. The advertising algorithm is equally unique, prioritizing relevancy over profit. This distinction from other platforms allows LinkedIn to provide more interesting, engaged content.

I found it interesting that LinkedIn took action during the pandemic to keep workers engaged and updated during a time of strain and burnout. They provided spaces for smaller businesses (that may not have communications platforms) to meet and keep in touch as work had to move remotely. They also put out newsletters about the changing professional landscape and offered courses on how to keep up in the virtual world. When other platforms were being overrun by fake news and misinformation, LinkedIn was able to keep itself clean and aid its users, a truly noteworthy feat.




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