If you use LinkedIn, then you’ll be more than familiar with the daily “this isn’t Facebook!” quip plastered on those ‘borderline’ posts. You know the ones I mean, they’re perhaps a little bit too personal or have a dubious connection to the world of work.
On Instagram, Twitter and Facebook, you know what you’re gonna get as soon as you press those little square icons on your phone’s home screen.
On Instagram, I expect to see arty tablescapes of scrumptious food, glorious sandy beaches, and influencers swishing around quaint Italian towns in pretty maxi dresses. Over on Twitter, I follow a lot of journalists and writers so that’s the place I go to for my lifestyle and current affairs content. As for Facebook - all I’m gonna say is that BuzzFeed quizzes are the procrastination tool I needed as a student in my early 20s.
LinkedIn, however, was always the ‘professional’ platform. The online home for our CV and a space to talk about the highs and lows of our jobs and careers. The website for curating our very own network of industry colleagues and connecting with our employers-of-the-future. And the place to go when you’re a little bit curious and want to find out who’s landed a promotion or moved jobs (and become more successful than you in less time).
But like all social platforms, LinkedIn is evolving.
Personal branding is all the rage now and this goes hand in hand with sharing more personal experiences, opinions, and inspiring thoughts. Personal branding puts the person behind the posts front and centre. And I’m okay with that - in fact, I’ve attended numerous webinars and read several books all about it. I was, and am still, keen to put myself ‘out there’ more.
Part of the struggle for me though is setting boundaries and figuring out what I want to share and on which platform to do that. I’ve spoken before about my hesitation to post links to The Monday Oops on LinkedIn, but I’m a writer so why shouldn’t I share the stuff I write?
In real life, we’re never a complete version of ourselves to all people at all times.
The Alexis that breezes into the office on a Wednesday morning with her pink and blue rucksack on her back is not the same Alexis that sips on a French Martini on a Saturday night with her friends. How can it be? Different settings call for different behaviours. And as social media managers know all too well, different social media platforms call for different types of content.
To me, though, it feels like more and more people want to be everything on every platform, and ironically, there’s no real ‘filter’ anymore. And it doesn’t help when the platforms themselves have an identity crisis, with Instagram wanting to be more like TikTok (hello Reels, choking up my feed!) and LinkedIn wanting to be more like Instagram (aaah yes, remember LinkedIn stories?).
I’m not saying don’t be yourself. I think it’s important for all of us to feel comfortable in showcasing our personalities and revealing what motivates us and what we’re passionate about - all the stuff that makes us who we are and what makes us perceive the world the way we do.
But LinkedIn is first and foremost a professional networking site, so when I log on, I expect to see content that resonates with that.
I’m looking for advice on how I can excel in my career, news on what’s happening in the local business community, industry trends, events I can attend, discussions around key issues affecting my work life, and expert insights from my connections.
Does this content need to be bone-dry with zero personality? No, of course not.
I see plenty of humorous Slideshares from comms people, for example, where they put together their alternative takes on marketing campaigns.
I love reading anecdotal stories from people’s day-to-day work, and seeing photos from networking events, award ceremonies, team-building days and such like. I also enjoy fascinating glimpses into other people’s jobs and what goes on behind the scenes in different companies, especially those iconic brands you’d secretly love to work for one day.
I used to post frequently on LinkedIn, but barely say a peep now. Maybe it’s because I’m trying too hard to neatly package my social media profiles into distinct and very separate bundles? Or maybe I don’t want to open myself up to scrutiny and judgement?
Who knows.
LinkedIn isn’t Facebook, that’s for sure.
But perhaps it’s something else altogether now and we need to accept that the platform has morphed into a new-fangled mash up of professional and personal content.
And like every other social platform out there, if you don’t like what pops up on your LinkedIn feed, there’s no need to post disapproving remarks. The best response is to accept that piece of content simply isn’t your kinda thing and just scroll on by - or head on over to Facebook where you know your expectations will be fully met!