“On LinkedIn, more than 1.6 million pieces of content are interacted with every minute. Additionally, six new employees are hired every minute and more than 7,500 members worldwide click to apply for a job every minute. Generation Z is also the fastest growing audience on the platform.”

It was the pandemic that elevated LinkedIn as a platform for profile enhancement. In 2020, engagement on the site almost doubled compared to the previous year. “LinkedIn was The “Employers and businesses turned to us for support and help during this unprecedented time,” explains Davies. “We also saw people talking about the challenges of work-life balance, issues around mental health and more, but very much from a workplace perspective.”

“The pandemic has really shown the value of having a professional online community where people can meet and support each other.”

Bringing emotion and story to a platform that previously focused on drier, more career-related posts is no bad thing. The pandemic created a lot of uncertainty that also impacted our work lives; 11.7 million jobs were furloughed, while 370,000 layoffs were planned that same year. The pandemic’s disruption to our lives led to what was dubbed “the great quit,” with people leaving their jobs en masse to find new opportunities. A survey conducted by Microsoft of 30,000 employees worldwide found that 41 percent of workers were considering quitting or changing careers. Many LinkedIn users began sharing their struggles as well as their successes, and these more heartfelt posts helped people land jobs during a difficult and challenging time.

“We also launched the ‘Open to Work’ feature, which allows you to discreetly or openly signal to recruiters and your network that you’re open to new opportunities by indicating your preference for remote, hybrid or on-site roles,” explains Davies. “LinkedIn data shows that enabling Open to Work doubles your likelihood of receiving a message from a recruiter, and 36 million members worldwide have chosen to add the Open to Work public photo frame to their profile.”

LinkedIn also offers more than just networking and recruiting. The platform also offers additional resources such as live sessions and webinars, as well as LinkedIn Learning, which currently offers two free professional certificates on Generative AI through the end of 2025.

If you work in a field where regular contributions are beneficial, such as content creation, you might also consider setting up a newsletter. There are currently 156,000 newsletters on the platform with a total of 550 million subscriptions.

“If you’re looking for a new opportunity, set up job alerts to stay up to date with relevant job openings and subscribe to newsletters like ‘Get Hired,’ which offers up-to-date job search tips and shows which companies are currently hiring,” advises Davies.

Of course, as with all social media, the element of self-promotion can lead to content that could be criticized as embarrassing. An increasing number of LinkedIn users creating thoughtless content on the platform has led to some posts going viral. Social media sites like X’s @TheStateOfLinkedIn and Reddit’s r/LinkedInLunatics poke fun at some of the most embarrassing content. These forums often feature overly long stories with supposedly moral messages that elicit collective eye-rolls.

To avoid the dreaded “career whipping,” Davies reminds us that content creation on the platform “is not about creating for the sake of entertainment” – so maybe think twice before posting that “hilarious” meme, “incisive” pun, or “thoughtful” parable that you think might bring in numbers on the platform.

“What remains the same is the benefit of networking, advice and career tips that you can’t get anywhere else,” she explains. “It’s a trusted community where professionals can have great conversations and connect with other professionals.”

10 ways to improve your LinkedIn profile

If you’re looking for a new job or just feel like your profile needs a refresh, Davies has a few simple tips to help your LinkedIn page stand out (for the right reasons).

1/ Don’t just write your job title: Write a compelling headline and include relevant keywords to make you easier to find in searches.

2/ Use a high-quality, recent photo that reflects your personality as a professional

3/ Write a detailed summary highlighting your key achievements and skills

4/ In the Experience section, highlight special achievements and highlight any measurable results and business impact.

5/ Be sure to list your skills, even if they don’t seem particularly relevant to your role: people who list at least five skills are 17 times more likely to receive profile views

6/ Add your current and past positions to showcase your recent accomplishments and build trust with recruiters and your larger network. Members who list at least one position on their profile receive up to twice as many profile views and connection requests.

7/ Contact former supervisors and colleagues with whom you have a good professional relationship and ask if they would be willing to recommend you.

8/ When you request to contact a new person, be sure to add a personal note

9/ Join industry groups and participate in discussions. Look for tools like the Catch Up tab, which is designed to highlight opportunities to spark conversations with people in your network.

10/ Stay active – post regularly or comment on your contacts’ updates to build stronger relationships.