LinkedIn – a breath of fresh air among social media platforms
You may be surprised by this, but LinkedIn has been around longer than its social media cousins Facebook, Twitter, Snapchat, and Instagram. Initially launched in 2003, it only seems like a recent phenomenon because nowadays, a fifth of the way into the 21st century, it seems more relevant than ever.
But in a world reduced to the size of a laptop screen and drowned out by social media’s incessant and often insidious indignation, why is LinkedIn such a refreshing platform? Well, it’s tempting to answer that question simply by saying “because it isn’t Facebook, Twitter, Snapchat or Instagram”.
Facebook brings people together only to subject them to mass-marketing and manipulation, Twitter has fast become a tool for expressing faux-outrage and real vitriol, like a 21st-century lynch-mob, Snapchat markets vapid celebrity clickbait to kids young enough not to remember the millennium, and Instagram continues to fuel Gen-Z with irreversible insecurity about how they look.
Yes, I’m being flippant, but you get the point. LinkedIn seems calmer, more stable — an oasis in a cultural desert. First things first though. The site initially served as an alternative to job-listing databases and steadily established itself as the professional sector of the social web. Like other networks, LinkedIn was the “go-to place” where you could keep up with the people and institutions you had connected with there.
By 2016, when it was purchased by Microsoft, LinkedIn had become the networking site for hiring and getting hired, and the best-known place for professionals (anyone with a LinkedIn account) to share links and thoughts, or what they thought other people might want to read and hear.
Now, LinkedIn has over 610 million members in over 200 territories across the globe. The network has 303 million active monthly users, 40% of whom visit the site daily. Probably more by the time you are reading this article. LinkedIn is simply unrivaled when it comes to professional business connections and it’s become the perfect tool for businesses and individuals alike.
It’s all about networking
Although some people turn their noses up at the word, networking remains an essential way of growing businesses. What’s more, the vast majority of top professional talent throughout the world uses LinkedIn, and the platform makes it incredibly simple to connect with potential employers and recruiters, expanding your professional network while doing so.
Even if you’re not actively seeking new employment, you can set job alerts based on your career interests to regularly receive email updates and stay in the loop.
Build your own brand
Just as companies build their brands, LinkedIn enables each individual user to build their own personal brand. How do you stand out from others in your industry? What makes you marketable? Why should someone pay you six figures? LinkedIn is a simple way to put your name on the professional map.
Anyone can upload a professional profile picture (choose wisely!) and write a powerful summary, emphasizing their strengths. When recruiters, employers, co-workers, and managers peruse these profiles, they gain a strong understanding of who each person is and what skills specific people can bring to the table, all at a glance.
It’s user-friendly
Aside from being totally free(unless you get Premium) , LinkedIn couldn’t be simpler to use. It has tapped into what people like about Facebook and the LinkedIn news feed shows close similarities with its cousin platform, where users can click on “like” buttons and add comments underneath what others have shared.
Astute marketing by LinkedIn? The numbers seem to suggest just that. In June 2016, Microsoft announced it would be buying LinkedIn in an all-cash transaction for $26.2 billion, that’s $196 per share. The purchase was completed in December of the same year and stands as Microsoft’s biggest acquisition to date.
In the 2019 fiscal year, LinkedIn brought in $6.8 billion worth of revenue, contributing to $38.1 billion of commercial cloud revenue for Microsoft, which in turn made up part of $126 billion total revenue.
Some much-needed realism in a virtual world
Possibly more important than the impressive number of global users, and the revenue graphs all pointing skywards is LinkedIn’s standing as being the only social media platform where respect and professionalism are an absolute requisite.
LinkedIn is not, in the popular imagination, a force for radicalization, a threat to democracy, a haven for predators, an environment that encourages mob behavior, or even a meeting place for troublemakers. You talk on LinkedIn the same way you talk in the office and there are boundaries as to what is acceptable.
This is something that your boss sees, your future boss will see, along with every single HR department you’ll need to work with in the future. It’s as close to your permanent record as you can get. In the context of modern social media, LinkedIn stands somewhat aside from other platforms in this respect.
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