LinkedIn’s Agenda Is Not Necessarily Your Agenda

It’s all in your perspective: You see a teddy gear. The teddy bear sees lunch.
LinkedIn is on a roll these days introducing lots of new features.
But a lot of these features are experiments. If they work, great. If they don’t that will be the end of the feature. A lot of these features are just copies of what is working elsewhere. Video is huge somewhere else? LinkedIn is all over it. Stories are big? Tiktok? Here we come.
 LinkedIn’s product managers are no smarter than you or I.
You have to remember that what LinkedIn wants from us is three things:
  • Our money via subscriptions or advertising dollars. LinkedIn should never be confused with Mother Theresa.
  • Our time. The more time we spend on LinkedIn, the more money LinkedIn can charge advertisers.
  • Our data. The more info we have on our profiles, the more lucrative LinkedIn is as a platform for the sales, marketing and recruiting people that make up the majority of their customer base.
I have no problem with the first one, the subscription and advertising dollars, that’s obvious. I have no problem with the third one either because that is easily controlled and we understand that. It’s the time one in the middle that is insidious and that we need to watch out for.
Getting more utility out of LinkedIn is nice, but for LinkedIn, getting you to spend more time on LinkedIn is nicer. So you will see features that appeal to your vanity like post views. You will see features that make you think you are not spending enough time on LinkedIn like the Social Selling Index. And you will see features like LinkedIn Stories that quite frankly are a complete and utter waste of your time.
So when you see any new feature on LinkedIn or suggestions as to what you should be doing on LinkedIn, remember that LinkedIn is making that recommendation because it is good for LinkedIn. If it is good for you, that’s a bonus. It’s like the old joke we used to make at a company I worked with twenty years ago, that our ideal customer had to have a pulse and be able to pay their bill. And if push came to shove, the pulse was optional.
LinkedIn can be just as dangerous a time suck as TikTok, Instagram or any other platform. Your time is precious. Have a plan for how you use LinkedIn and stick to that plan.