We have a saying at LinkedIn: “People You Know, Talking About Things You Care About.” This is, simply, how we think about the LinkedIn Feed.
Our mission is to help people be more productive and successful, and it is what drives us daily. We strongly believe that people need their professional communities to help them along the way, whether that's current or former colleagues, peers in the same industry, or those that share similar interests or career ambitions.
The LinkedIn Feed is the home of these communities, and the conversations that happen within them. In this article, I’ll discuss how we think about conversations and ranking, and best practices for seeing your own posts be successful and appear in others’ feeds.
What goes into your LinkedIn Feed
Posts can appear in your feed because you’re connected to, or follow, the person or page that posted it. Or because a connection liked, commented, or shared someone else’s post. You may also see posts from groups you’ve joined, hashtags that you follow, and events you’re attending. Again, all with the goal of showing you the content and conversations that you care about.
Posts generally have some text, and can also include a link or piece of media such as an article, video, image(s), or job post.
Every time you open your LinkedIn app, we check for recent posts by your connections; the people, pages, and hashtags you follow; and groups you’ve joined — all so you can keep up with the latest conversations in your communities.
What goes at the top
The more valuable the conversation, the higher in your feed the post will be. How do we know if it’s a valuable conversation? We use the framework People You Know, Talking About Things You Care About.
People You Know...
In real life, most of us feel more comfortable talking with people we know. The same is generally true online. But how do we know who you know and are more likely to want to talk with? We start with your connections, and the assumption that they are people you know, and want to talk with.
Many of us have lots of connections, or follow lots of people and companies. That means we need to prioritize some over others when it comes to ranking the feed. To do this, we look at who you’ve interacted with directly (for example: in the feed through comments and reactions); we consider information on your profile to understand your interests and experiences you may have in common, and we look at more explicit signals, such as who you’ve told us you work with.
We also consider who would benefit from hearing from you, and may rank a connection’s post higher if their post needs more engagement. We call this creator side optimization.
There’s a lot of sophistication that goes into understanding a good conversation. As a rule of thumb, the better conversations are authentic and have constructive back and forth.
… Things You Care About
A good conversation needs more than just the participants; the content also needs to be relevant and interesting to you. We invest a lot in understanding what you’re interested in and matching that to what the posts are about.
There are many ways you can signal what you’re interested in: the most obvious is joining groups, and following hashtags, people, and pages. Along with posts from your connections, you’ll also see these posts in your feed. If a connection uses a hashtag you also happen to follow, it gets an extra boost!
Your Feed: People You Know, Talking About Things You Care About
To summarize, your LinkedIn feed is made up of the conversations happening across your professional communities: among connections; in the groups you’ve joined; and the people, pages, and hashtags that you follow. To decide what goes at the top, we use look at who’s talking (People You Know) and what they’re talking about (Things You Care About).
We’re constantly working on improving and evolving the feed experience. We’ll post updates when there are major changes, and if you have feedback please let us know by posting on LinkedIn and @ mentioning LinkedIn Help, or leave a comment on this article.
Tips and Best Practices
If you're an active poster on LinkedIn, you might be reverse engineering this article to figure out best practices for reaching an audience with the LinkedIn feed. I’ll save you the trouble…
Post things that encourage a response. For example, if you’re posting a link, express an opinion with it.
Think about using the best type of post for the topic. Despite the rumors, the algorithm doesn’t favor any particular format. We have video, images, multi-images, text and long-form articles. More are on the way.
Use @mentions to pull other people you know into a conversation when you think they’ll have something valuable to add. Be thoughtful: only mention people that you think are likely to respond, max five is a good rule of thumb.
Engage in the conversation, respond to commenters and encourage back and forth.
Niche over broad
We know from our data that members are more interested in going deep on topics they’re interested in. Consistently we see better conversation around niche ideas (eg #performancemanagement) than the broad (#management).
Use hashtags (we recommend no more than three) to help other members find the conversations that match their own interests.
Authenticity is key: all the tips above work out better when members talk about things they truly care about, in a way that’s natural for them. Genuine conversation around real experiences spark better and deeper conversation. Better conversation, in turn, leads to stronger community and connection.
Over the past year, thousands of LinkedIn employees have supported organizations and causes that they care about with their time or financial resources.
As a company, LinkedIn has committed to amplifying our employees’ impact through our matching gifts program. This program allows every LinkedIn employee to access funds each year for charitable causes. This benefit can either be used to match donations 1:1 or can be unlocked with volunteer time at a rate of $10 for every hour. Our employees also have access to internal tools that allow them to organize fundraising campaigns amongst their colleagues in every LinkedIn office around the world.
In 2018 our employees donated to over 2400 organizations globally, like UK Youth in London, Hope Center in Omaha, Civic Action in Toronto, Sujaya Foundation in India, and more.
Today, LinkedIn is announcing an increase in our employee donation match benefit. Starting July 1st, 2019, LinkedIn will now match up to $15,000 USD per fiscal year in donations for all eligible employees. In addition, LinkedIn offers a $10 donation match for every hour volunteered.
This is an important step forward for our company as we continue to lead and inspire a culture that makes an impact.
Learn more about LinkedIn’s Social Impact programshere.
More and more people are commenting to me that LinkedIn feels different. The sentiment is positive and they talk about seeing us more in the world, finding more value and inspiration in their experience on the platform, and feeling a warmer, friendlier vibe from our brand. And then last month, BrandZ named LinkedIn as one of the top 10 fastest growing brands in the U.S., growing over 41% in one year, adding over $6B in value. What’s happening is real, and we’re excited to tell the story.
Over the last 16 years, LinkedIn has grown into a community where more than 630 million professionals around the globe help one another navigate their professional lives and grow their careers, and where more than 30 million organizations connect to the talent and other organizations they need to grow their businesses. All these connections and actions create economic opportunity, the heart of LinkedIn’s purpose and our north star.
And while every LinkedIn employee knows connecting all professionals and organizations to create economic opportunity is why we exist, until recently, most of our members didn’t. Two years ago, we took on the challenge to expose what we knew internally to be true: LinkedIn as a diverse, inclusive, welcoming community of individuals, each with their own motivations and definitions of success, looking for help and to help, for inspiration and to inspire, to learn and to teach.
The outputs of a two-year brand evolution, code-named Project Otis, are what is being seen and felt in the world: a LinkedIn brand that reflects the humanity that we see everyday on our platform, the incredible examples of people and organizations coming together to help, support, and inspire one another, and the opportunity we believe we can create together.
We believe strongly that our brand is not marketing. It is every experience you have with us, in the pages you visit and the content you see when you land on the site, in our voice and on social handles, in the outdoor and TV advertising we started for the first time, in your interactions with our customer support and sales team, and in all the other places you experience us.
The new LinkedIn brand site we launched today provides a view into the tools we’ve provided all our internal teams and partners to tell our brand story. The tools enable all stewards of the LinkedIn brand to create the real, human experiences that are part of any career journey. LinkedIn’s Executive Creative Director Kevin Frank describes the creative journey in more detail.
And now we get to use the tools we’ve created to ensure that all professionals and organizations everywhere understand the power of the LinkedIn community to help them get where they want to go, or just tackle another week. Over the last year, the teams around the world have brought LinkedIn’s value proposition to life across our products, experiences and marketing. Just a few examples include:
Our “In It Together” brand campaign has rolled out across the globe, showcasing our members - real people, not actors - helping one another reach their unique definitions of success and highlighting the more than 20 Million jobs available on the platform.
Our social handles are engaging followers with thoughtful and timely conversations and links to interesting jobs and experiences.
In cities across the UK, we set up The Linked Inn - a pub where job seekers and employers can connect in person.
The 65+ Million people receiving our Daily Rundown, one of the world’s largest business publications, are getting critical insights and different viewpoints you might not otherwise see. And features like #HowIGotHere tell real stories of members with non-traditional roles and paths.
Our LinkedIn Learning library, with 60+ new courses added every week, is enabling professionals to acquire the skills they need to further their careers and helping organizations to address their skills gaps.
We’ve also started the journey to create a platform that enables accessible experiences for everyone. You can add descriptions on images you upload to the feed, in groups, and on Company Pages and add closed captioning to videos.
Companies and organizations, who are key partners in our ecosystem, are using new video and image formats in their feeds, profiles, groups and Company Pages to help people better understand who they are. And a new Help Wanted feature is helping small businesses to connect with talent quickly and easily.
And that’s just a sample. We still have a long way to go, but we’re energized by the progress we're making every day.
And while we’re sharing our evolution, what is most inspiring is not what has changed, but what hasn’t. And that is the core vision of who we are and what we want to be, a community creating economic opportunity for every member of the global workforce. At the heart of LinkedIn is the belief in the power of people coming together to create opportunity. As we move forward, that core value is as strong and resilient as ever and our brand evolution is ensuring a much broader audience recognizes the power of the LinkedIn community to help them, no matter where they are or where they want to go.
To accelerate the capabilities of our LinkedIn Marketing Solutions technology platform and further help businesses reach, engage and convert their professional audiences at scale, LinkedIn has entered into an agreement to acquire Drawbridge, Inc., a San Mateo, CA based technology company. We plan to integrate Drawbridge’s technology into our marketing solutions portfolio to help our customers better reach and understand their professional audiences and measure the ROI of their campaigns. We will not be disclosing the financial terms of the deal.
Today, we announced several new jobs and hiring features, including new Instant Job Alerts, which is making finding the right jobs simpler, and the availability of our new Recruiter and Jobs platform, which is making it more efficient for hiring managers to hire quality candidates.
Having grown from 300,000 to 20+ million job postings in the past five years, we are seeing members apply to around 25 million jobs every week, with a new hire made every 8 seconds. For the 5th consecutive quarter, we’re also seeing record levels of engagement in the feed, content shared across the platform, and messages sent, and more than ever before, members are using the platform to apply and land the right job for them.
We’re evolving our products to make it as simple as possible as possible for both job-seekers and hiring managers. Here’s how:
What’s new for job-seekers?
New instant job alerts: Job seekers who are among the first 25 applicants are up to 3X more likely to land the job and we want to make sure you see the jobs you want the minute their posted. Our redesigned job alerts will send members a notification within minutes when job that meets their criteria or experience is posted to give them the best chance of getting the job.
Jobs Home Redesign: We know more than half of job seekers are on mobile, so we’ve optimized jobs search to meet that need. The redesigned jobs homepage streamlines LinkedIn Jobs into a single search and scrolling model making it easier to find, review and apply the jobs that are right for you. Need to break from your search? We’ll now automatically save your search and you can dive right back in with a single click or tap on Jobs home.
Unlocked Salary Insights on Jobs: Previously a Premium feature, all LinkedIn members can now view salaries on LinkedIn Job postings. No need to submit your salary first, unless you want personalized insights about jobs that might pay you more.
Launching soon! Skill Assessments: Skill assessments give members the ability to assess, validate, and showcase their skills to more effectively stand out. They will also serve as a tool for recruiters and hiring managers to reliably vet candidates.
What’s new for hiring managers?
New Recruiter and Jobs: We’re making our core talent products even smarter. This launch brings together LinkedIn Jobs, Recruiter, and Pipeline Builder into a single platform, that is simplified and more intelligent.
Screening questions: With screening questions, hiring managers can collect yes/no information about applicants to review with a clear understanding of your needs, like if you’re comfortable with the commute or confirming your education level. This also helps recruiters and job seekers more quickly know if they’re a fit.
Today, LinkedIn’s Head of Trust & Safety, Paul Rockwell, shared a post about what our team is doing to keep LinkedIn safe. We’re sharing his full post here as well:
When our 610 million members use LinkedIn to find jobs, make connections and learn new skills, they expect and deserve a safe and trusted community where they can express themselves professionally. Being a target of abuse online is painful and it has no place on LinkedIn.
In the past, I’ve written about how members can stay safe including what we’re doing to remove fake profiles and how we remove nation-state activity from LinkedIn. We continue to make progress in these areas, and have a number of new ways that we’re identifying offensive content through human and tech intervention, combined with reporting by our members. Specifically, there are some new and helpful features and investments we’ve made including:
The ability to report something as promoting terrorism or extremely violent. We hope that you don’t encounter this content, but if you do, please report it immediately. You can see this within the reporting experience, by clicking on the three dots at the top right of any post, comment or message.
New technology is helping us detect fake profiles. In the first quarter of 2019, we were able to identify thousands of fake profiles, and we continue strengthening our detection backbone, and removing these profiles on behalf of our members.
We’re committed to continuing to take action on content and profiles that violate our Terms of Service and Professional Community Policies. Keeping this global community safe, secure and thriving is what gets us up in the morning, but we can’t do it alone. With our teams, our technology and members reporting every instance of abuse they see, we can keep LinkedIn the safe, trusted and professional place it needs to be.
India, March 26, 2019: Today professionals in India are changing jobs and careers more than ever before and the days of a linear career path or life-long employment at a company are no longer the norm. LinkedIn’s new Career Pathways survey finds that one in three Indian professionals feel like they are ‘career sleepwalking’ - they feel stagnant as though they are on a treadmill going nowhere, and 57% would consider career pivoting in order to build a more fulfilling career. However, an impact on their pay packets and designation is deterring close to 51% of professionals from making the switch.
Today’s professional places greater value on doing what they love as a career choice (73%), followed by a healthy work-life balance (70%), a job that makes them a lot of money (57%), and finally 56% of respondents say that a job that provides learning and growth opportunities is also important.
While 62% professionals had chosen their careers because it is something they have always wanted to do, 53% chose their careers as it fulfils them, and only 38% say they chose it because it makes them a lot of money.
The first Career Pathways India survey by LinkedIn, the world’s largest professional network, surveyed more than 5,000 full-time professionals across 11 cities in India, on how career paths are rapidly changing, what motivates different generations to stay in their current job, why they are increasingly keen on pivoting functions and industries, and what they believe will take them closer to their dream job.
“The Career Pathways India survey has surfaced some interesting insights -- the highlight being that today’s professionals want a lot more fulfilment from their jobs and careers, and wish to be empowered to change roles and sectors. The LinkedIn platform is therefore perfectly poised to help the modern day Indian professional build and access a strong professional network, and find diverse economic opportunity and fulfilment,” said Mahesh Narayanan, Country Head - India, LinkedIn.
Younger professionals more open to change; 61% Millennials would consider changing careers
In terms of job stickiness, professionals are job-hopping more than ever before. One in three Millennials (33%) has had two jobs within the last five years, compared to one in five Gen X respondents (20%). Half of Gen Z respondents (50%) were in their last job only for six months to one year, and 28% of Gen Z respondents are likely to change their job in less than a year, the report says.
While job hopping amongst professionals has increased, the motivations for changing careers and jobs is different across generations. Over a third of Gen X respondents value the presence of clear career trajectory within their current job, compared to just under one in five Baby Boomer respondents (19%).
Younger professionals are much more open to change, and are discussing change with their managers, especially if it gives them more opportunity for learning and development. Nearly 61% of Millennials say they would consider switching careers compared to only 18% of Baby Boomers, and two in five (41%) Millennials say their current job makes them feel stressed, they can’t be themselves or they’re glad to be away from it. Millennials at 44.91% showed the highest likelihood of changing companies while considering a career change, compared to 34.19% of Gen Z’ers, who are more likely to switch job functions while considering a career change. Overall, across generations, 44% of respondents said they would consider changing companies versus 30% respondents who would consider switching job functions (e.g. marketing to product management).
A strong network and the right skills will lead them to their dream job
Professionals today want to gain greater control over their career paths, and hence it is not a surprise that 86% respondents appear to have a clear 5-year career plan in sight. Findings also clearly suggest that the Indian professional is redefining their career path to move closer to their dream job. While pay has always been a key motivator, passion has become more important for the modern professional, skills and learning take on a new relevance, and knowing the right connections forms the bedrock of their professional success.
As per this survey, today’s professional seems future-ready for the changing professional landscape with 80% of respondents believing that their current skill set allows them to pivot easily without compromising on their pay packet and designation. Almost 79% of respondents believe their current organisation allows them to career pivot internally with Learning & Development modules, internships, coaching and mentoring programs in place.
A strong network and knowing the right people is voted as the key to getting closer to your dream job by a majority 76% of respondents. The right skills (65%), and having access to and knowing about the right opportunities (46%) can help them get closer to their dream job. At the same time, today’s passion-driven professional would make bold trade-offs to find success. In the survey, 56% of respondents say they would give up work-life balance for their dream job while another 54% would give up a large pay packet.
Methodology LinkedIn commissioned independent market research firm Censuswide to conduct this study with 5,026 Indian professionals in full-time work between 07.03.2019 - 18.03.2019. In order to truly understand the career trajectory of the average working Indian, the survey spoke to respondents from four generations: Gen Z (22 years and below), Millennials (23 - 38 years), Gen X (39 - 54 years) and Baby Boomers (55 years and above). The survey was conducted across 11 cities - Ahmedabad, New Delhi, Mumbai, Bengaluru, Chennai, Hyderabad, Jaipur, Kolkata, Pune, Surat and Visakhapatnam.
In October 2017, LinkedIn joined the thriving business community in Detroit, MI. While we started this journey in a temporary space, our intention was to find a permanent home where we could grow and become a true part of the community. Today we’re excited to be opening the doors of our new office at 1515 Woodward Ave.
The new office blends two historic buildings: the Sanders building and Grinnell Brothers building, into one new open space. For many who grew up in and around Detroit, the Sanders and Grinnell Brothers names are well known, so when envisioning what this new space would look like, we knew we wanted it to be boldly authentic, highly functional, and historically pertinent. Local artists and artisans helped bring the building’s history to life in details small and large. When you walk into the office, you’ll find a reception area that was inspired by the design of a piano, which Grinnell Brothers were known for producing and selling. In other areas of the office you’ll find graphics that take the mind to a sweeter place, paying homage to the confectionaries that were once created there. Entering the third floor workspace you are greeted by a series of car grilles mounted along the lobby wall with the words 'BUILT HERE' painted across them, proudly emphasizing the birthplace of automotive innovation. While our design honors the great history of the space, we also included a few modern amenities including a café, barista lounge, mindfulness room, and parent’s room.
We made a conscious decision to invest in Detroit because we believe it presents a unique opportunity to hire top talent and be a part of an exciting economic revitalization. This new office gives us a chance to marry LinkedIn’s uniquely powerful culture with Detroit’s dynamic talent to create economic opportunity for our employees, the city and it’s workforce, and our company. We know talent exists everywhere and we believe that we can play an important role in helping to level the playing field and further democratize access to jobs for top talent in Detroit.
Over 80% of our employees in the office are from the Detroit area and it’s important to us to continue to actively invest in the local community through our signature partnerships and programs. Since first coming to Detroit we’ve partnered with Midnight Golf Program (MGP), an organization that helps local youth get a strong start on their professional journeys and more recently with Future Project – a national program with a presence in Detroit that supports young people in discovering their power and dreaming big. We are excited to build additional partnerships with Detroit-based organizations in the years ahead and are looking forward to identifying new opportunities to support economic opportunity in this city.
Today, Glint, a leader in employee engagement acquired by LinkedIn, announced three new manager empowerment capabilities to help leaders thrive and create motivated and happy teams. Designed using Glint’s AI-for-HR™and real-time engagement technology, these new features eliminate tedious manual analysis, automatically find patterns, and identify a manager’s most significant areas of opportunity to create more engaged teams:
Personalized guidance: Manager Concierge™ provides step-by-step guidance, taking into account the actions a manager has already taken and making intelligent recommendations for what actions they should take next to help their teams be more successful.
Actionable summary of strength and opportunities: Managers receive a personalized, simple, and highly actionable summary of their strongest qualities and greatest growth opportunities as a manager.
A framework for improving as a team: To simplify the often intimidating task of acting on feedback, managers can now utilize a three-step framework, the ACT Conversation guide, to facilitate frequent, ongoing conversations with their teams. By following the conversation prompts of “Acknowledging where we are”, “Collaborating on where we want to go”, and “Taking one step forward” together, managers can enable better quality conversations that lead to better team outcomes and sustainable action-taking.
Impactful, ongoing conversations are at the heart of Glint’s vision for the future of work. The role of the manager in the engagement and performance process is critically important, and embracing real-time, focused insights will fuel worthwhile dialogue about priorities, performance, and growth. Learn more here.
Today, LinkedIn released a new Gender Insights Report to shed light on how women and men engage with jobs differently on the LinkedIn platform.
In recent years, gender diversity has been a hot topic for companies; however, advancement toward a more diverse workforce has been slow across industries. In analyzing interactions between companies and candidates, from engagement with jobs and applications to company hires, we’re providing actionable insights that can help companies looking to create a more gender-balanced and inclusive talent pipeline.
Here’s what we found:
Women tend to be more selective about the jobs they apply to than men - Although both genders browse jobs similarly, they apply differently, with women 14% less likely to apply for a job after viewing it compared to men.
Men are more likely to ask for a referral - Men show a 68% likelihood to “Ask for a Referral” before applying to a job, compared to women’s 32%.
When women do apply, they are more likely to get hired - Despite applying more conservatively, women are 16% more likely than men to get hired to the jobs they apply to. If women only apply when they feel extremely qualified, it makes sense that they'd have a higher success rate — but that high rate could also indicate that women feel discouraged from showing interest in riskier stretch opportunities.
How recruiters reach out matters - Once a recruiter views a woman’s profile, they are almost just as likely to reach out via InMail, as compared to men (just a 3% difference); the challenge, however, is that when women appear in Recruiter search results, they are 13% less likely to be viewed by recruiters than men.
Salary matters for women - It’s also important to provide salary information in a job description, as 68% of women say salary range and benefits is the most important part of a job description. This could be an encouraging signal for women that the company is committed to fair pay.
For companies, understanding your current gender-focused outreach methods on LinkedIn can be a guiding factor to developing a data-driven sourcing strategy to increase the number of women in your pipeline. Whether that lead to strengthening your employer brand or changing the language in your job descriptions, we hope these insights lead to meaningful progress when it comes to gender balance in the workforce.
Behavioral data: Behavioral insights for this report were generated from the billions of data points created by more than 610 million members in over 200 countries on LinkedIn today. All data reflects aggregated LinkedIn member activity during the full year 2018, unless otherwise stated.
We have inferred the gender of members included in this analysis by classifying their first names as either male or female, or by pronouns used on their LinkedIn profile. Members whose gender could not be identified as either male or female were excluded from this analysis. This analysis only includes members located in countries where we could infer gender for at least 67% of the member base.
Survey data: Research data in this report comes from two surveys. In April 2017, 6,536 LinkedIn members across 20+ countries were asked about their experience on the job and to project into the future. In April 2018, 376 men and women from LinkedIn’s Insight Community panel were shown job descriptions, asked to highlight most relevant areas, and asked which sections were most important to them.