LinkedIn Recruits a New Image

Social networks are brands, too.

One social network is getting a lot of attention lately (looking at you, @elonmusk), but another has been quietly working to reshape its image in a less drastic way.

LinkedIn – the social network known for networking and job hunting – is trying to fit in with a younger crowd.

Members of Generation Z will make up 27% of the total workforce by 2025.

With 78 million Zoomers already on LinkedIn and more joining every day, the social network is pivoting to keep them engaged, rolling out a handful of new features in the last year.

Users can now introduce themselves to connections with the new profile video feature and listen to podcasts on LinkedIn’s new network. And even further embracing Gen Z, the social network launched “creator mode” for users looking to build a following on the platform as they would on Twitter.

LinkedIn CEO Ryan Roslansky told the Wall Street Journal:

“[Gen Z] are much more interested in portraying themselves through video or through a much more robust profile than maybe older generations. So, we’re seeing the platform evolve to much more cater to them.”

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Welcoming New Connections

At the same time, LinkedIn continues to position itself as a thought leader on the working world, with robust content marketing efforts as well as new features such as Career Breaks, which allow users to show and explain gaps in their resume.

It’s a smart move for the social media network not necessarily known for its trendy features.

And for brands with a LinkedIn presence, it’s a good reminder that social networks have their own brands and offerings that evolve in response to audience behaviors and user preferences.