Coming Changes To LinkedIn Skills & Endorsements On The Desktop User Interface

LinkedIn wrote about changes to Skills and Endorsements back in October. They  started rolling out these changes to the mobile app in late October. They will be enabled on the new User Interface that desktop users are starting to see too. Here’s what’s different and what it may mean.

1) Endorsements are now personalized to each person who visits your profile

For example, skills endorsed by mutual connections, colleagues and people  LinkedIn figures are experts at that skill will be highlighted.   

It looks like LinkedIn has a found a sneaky way to fight “endorsement stockpiling.” You may have 99 endorsements for strategy, but LinkedIn may only show the 13 of them that LinkedIn thinks are relevant to that viewer.

2) LinkedIn will use algos to find close connections who can validate your skills.

In their October 26 announcement, LinkedIn says they they will “improve targeting for suggesting endorsements so that the connections who know your work best can validate your skills.”

Previously, LinkedIn suggested people to endorse in a seemingly random manner with a generic “what does Fred know about <skill>” type message. It now appears LinkedIn is going to look for people you are close to, and suggest you endorse those people for their skills.  

In theory, this makes sense, as I am more likely to endorse someone I actually do know really well versus one of my more speculative connections.

On the other hand, LinkedIn may figure out “connections who know your work best” by using something like the Connection Strength Score, which has not been very helpful for Notifications.

3) There is a definite link between skills / endorsements and LinkedIn search results.

While this has been implied in the past, this is the first concrete proof I have seen  that Skills are taken into consideration in search results. As LinkedIn says in the announcement, “Endorsements help ensure you are more likely to be discovered through search.”

Note that “more likely to be discovered” means you will be included in the search results. It does not necessarily mean you will rank near the top in the search results.

4) LinkedIn will now suggest skills you should add “based on your profile”

This may be based on seeing you use a keyword like “Strategy” in your Summary and then suggesting you list “Strategy” as a skill. Or this may just be a sneaky way for LinkedIn to advertise LinkedIn Learning courses which would teach you that skill you should add.

5) Endorsements are still used primarily by recruiters and HR people

This come through in the wording in LinkedIn’s announcements – things like “more than a third of hiring managers spend more than 60 seconds browsing your skills and endorsements” – you can see that Endorsements are still thought of by LinkedIn as a tool for hiring.

But that doesn’t mean the rest of us can’t use them for our own purposes. In particular, I have found that Skills and Endorsements are a great place for STEM people to list things like programming languages and technologies they are conversant with.

So what does this all mean? It looks like Skills and Endorsements are here to stay. I think if LinkedIn really was interested in helping us users, they would be putting the same effort into Recommendations. But while Skills and Endorsements help LinkedIn users somewhat, they sure seem to help LinkedIn more, providing “hooks” for Sales Navigator and Recruiting people to use, and possibly helping to sell Learning courses.  

Of course, the actual appearance of all this new Skills and Endorsements  functionality is dependent upon the new desktop user interface rollout, which at present, doesn’t seem to be rolling very quickly.