For now there is no question that LinkedIn remains the go to platform for business and working professionals. It is often said that you will no longer be able to find employment without a LinkedIn profile; a whole industry of so called LinkedIn profile builders has also mushroomed around it. People who charge serious money to help navigate the platform’s features; everything from creating a profile to claiming to help you get higher search rankings and better visibility with prospective employers.
In the early days, I found LinkedIn an extremely valuable tool for professional networking. It was the best way to connect with friends from school and college, on a professional level, and with people connected to your industry. It was a tool for networking and making valuable and relevant new connections through the small degrees of professional separation we all had but never knew how to tap into. And it was the greatest way to showcase your background and professional experience, without geographic limitations, or the far more cumbersome and time-consuming alternative of physically mailing or dropping off a CV to each and every prospective employer.
Today, it is a vastly different network. For one, everybody and their uncle has a profile. Tons of random people are now able to click a button and ask to connect with you for no rhyme of professional reason; from banana farmers in Bolivia to bakers in India. I cannot count the number of times, when I ask someone why they want to connect, they tell me they accidentally hit the button or had no real reason other than finding my profile interesting. A large number of people seem to feel that by just connecting with as many people as possible, it will help them boost their career prospects and/or search rankings. I for one cannot fathom this logic because it does more damage to their prospects, if they serially invite friends of friends and random strangers to connect for no legitimate business reason.
When LinkedIn first introduced the InMail as part of their premium offering I was excited and willing to pay monthly fee to be able to reach out to people I wanted to do business with and vice-versa. It offered a professional method that did not entail having to go find common connection to get a soft introduction, or simply email someone cold. However, this feature has also turned into spam marketing of sorts. While I do still get a number of legitimate emails, I get many more from telemarketing and lead generation companies looking to sell me databases; they now just as unsolicited as those pesky tele-marketing calls we get at home.
LinkedIn is now trying to become a publishing platform; taking a page out of Amex OPEN’s book. Unlike OPEN theirs was originally a closed platform. In order to publish content you had to be classified an ‘Influencer'; and unless you were the likes of Richard Branson you were not be granted this rarefied title. I guess they realised pretty quickly that being successful did not mean that people were good writers, or able to offer meaningful content on a routine basis; at least not enough to keep it fresh and interesting for the rest of us non-influencer minions. LinkedIn has since learned this lesson and opened content posting to everyone with a profile and an internet connection. Sadly, this step in the right direction has also been rather catastrophic.
While I laud the decision to be democratic, the problem is that not everyone who has something to say has something of value to say. So while I am not suggesting that they close the doors and once again allow only super successful people or great writers to post; I do believe they urgently need to find some method to curate the vast volume of mediocre and useless content that now invades our streams every hour. The point of this curation is not to play judge and jury but to find some smart crowd sourced way to weed out the utterly useless content that only bubbles up and gets eyeballs because of sensational and provocative headlines with the content rarely ever delivering on the argument suggested.
I have found the vast majority of ‘popular’ and ‘recommended’ posts lack substance. They simply offer a provocative headline, based on recent high-profile events in the news, to bait the reader and then at best offer an extremely tenuous (and most often nonsensical) connection to the subject matter they are sensationalizing in their headline.
Recent examples of such posts are one that used the iCloud celebrity photo leak to try and link Jennifer Lawrence’s decision to bare her breasts in Vanity Fair to faulty PR and marketing decisions. Another was about sexual harassment in a CVS store that tried to make a link to sexual harassment at the workplace (which is a serious issue that this article made feel less serious). The same author just recently posted an article about the Uber PR fiasco and then halfway through started talking about the issue of rape with no relevance to her argument.
I have nothing against provocative or controversial points-of-view but the problem is that none of these articles come close to delivering on their headline’s premise; they are merely sensational for the sake of sensation. Sadly, these have overwhelmingly become the posts that seem to garner the most attention and get recommended in the Pulse stream.
If LinkedIn wants to be regarded as a destination for business-related, thought-provoking content, then this is doing nothing to further their cause and in fact damaging their credibility. It has seriously reduced my opinion of both the articles and the quality of the posters. It seems that publishing on LinkedIn is designed purely to drive eyeballs and offer no other real business insight or value; a BuzzFeed for business.
I am not suggesting that this is the end of LinkedIn by any means but that its value proposition for people like myself will erode over time if this level of ‘clutter’ and ‘noise continues to grow without substance. Even forum posts and discussions have started to suffer the same malady with people consistently asking deep and penetrating questions like “Would you rather be a good person or a good CEO” and “How do you define power in one or Two words?” As a result, I have started to drop my membership to many of these professional forums and groups on the site.
It is also not just me they should fear losing but the fact that they are about to face some serious competition for the first time; with Facebook announcing the launch of a “at work” professional network and WeWork (shared workspace for startups and freelancers) also planning to launch a networking site that would allow their physical entrepreneurial tenants, all over the world, to connect online. I suspect LinkedIn is about to get a run for my eyeballs!