How LinkedIn is changing and why some are not happy

We present a version of ourselves on social media. and a reflective Dan Kelsall is not like his boisterous persona on LinkedIn, the social media site that has earned the moniker “Facebook for suits.”

The co-founder of Manchester marketing company Offended makes sure that his company lives true to its moniker online. His posts stand out for their frequent use of profanity and crude comedy.

How LinkedIn is changing and why some are not happy

Offended focuses in guerrilla marketing, upending the conventional wisdom of polished branding and corporate communications. The irreverent Mr. Kelsall puts it this way: “We don’t just get our own ads banned, we get ads banned for our clients too.”

With 900 million professionals worldwide registering their personal resumes and professional accomplishments on the website, LinkedIn has developed into a useful tool for headhunters and human resources departments.

However, this formerly staid community billboard of job updates and business launches has undergone a change in tone over the past three years or so.

Many posts have evolved into more intimate accounts of the members’ emotional backgrounds, including accounts of the influences they experienced as children and admissions of their weaknesses.

Not everyone is pleased because this is a far cry from the pushy sales tactics that many corporate players adore. Critics claim that these posts are better suited to the boisterous tone of Twitter or the weekend musings on Facebook.

What, then, has caused this change? Mr. Kelsall claims that corporate marketing ennui is one of the causes.

It’s difficult to believe, but Mr. Kelsall has authored “some of the driest things I’ve ever written” while working as a copywriter for a tax software company. While he may not have enjoyed it, he did gain insight into what readers find appealing.

“Consumers are losing faith in major brands. People are fed up with dull marketing.

“The ability is to relate to your audience and talk in their language. I’ve had 66,000 followers on LinkedIn for the past seven years. That audience is very attentive.

How LinkedIn is changing and why some are not happy

Crackle, a Massachusetts-based public relations firm, was created by Parry Headrick. He credits LinkedIn introductions for his whole clientele. There, his admirers can read about his miserable upbringing and the lives of his own children.

However, not everyone will find it appealing. In response to his admissions, one LinkedIn user wrote: “Nice tale. It is inappropriate for LinkedIn.

Mr. Headrick is opposed. “Storytelling is what makes for engaging conversation. At bedtime, your parents told you stories rather than reading you a press release. If you work with me, I try to be transparent about who I am.

He criticises firms for their efforts in creating “company pages on LinkedIn that get no engagement,” pointing out that human stories are more effective. “What creates trust is the personal element.”

According to Mr. Headrick, his public statements are “part of a larger shift away from corporate speak.”

So what altered for businesses to become so informal? Azadeh Williams feels knowledgeable.

She explains why she posts updates on her daughter, 6, from the Sydney offices of her media and marketing firm, AZK Media. “I spent 20 years as a journalist, and I can recognise a manufactured story and a marketing gimmick. To draw an audience, you must be your frank, true self.

Prior to the pandemic Zoom meetings invading the domestic environment, she wouldn’t have posted this content. Everything has altered as a result. “Your coworkers’ families didn’t exist before Covid. Now that they’ve seen the families, they find us to be more fascinating.


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