Suddenly, LinkedIn Matters

Imagine where the business world would be without LinkedIn. From its inception in 2002 to its market launch one year later, through its 2011 IPO on the New York Stock Exchange, and since its acquisition by Microsoft in 2016, LinkedIn has been right there, narrowing the technology gap between busy, time-strapped professionals and information.

Yet despite an exponentially increasing user base, for many, LinkedIn was out of sight, out of mind, a bridge they’d cross if and when they needed to find a new gig. For others, the site was too knotty, too enigmatic, and they chose to avoid it. Some tested the waters, added noticeable depth to their profiles, and tapped into LinkedIn's interactive space.

And then came COVID. 

In March 2020, a global health crisis decimated our lifestyle, confined us to our homes, and forced us into the online world. People endured the loss of loved ones, their independence, and their jobs. Stress levels increased. We slipped into an abyss of self-reflection, reassessment, and reinvention. LinkedIn became a lifeline for professionals faced with the prospect of maintaining a sense of order while trying to salvage their businesses and careers.

The pandemic kicked off the 2020s, bringing the importance of social connection to bear in unimaged ways. The early days of sheltering at home forced the hands of businesspeople and companies who were previously LinkedIn-neutral or non-participatory. Maintaining a sense of connectedness—with clients, prospects, stakeholders, colleagues, and employers—took precedence. LinkedIn became necessary by force of circumstance, its significance crystal clear.

Feeling the urgency of the moment, professionals, by the score, migrated online and leaned into LinkedIn with eyes wide open. The feeding frenzy collided with LinkedIn’s escalating commitment to support serial content creators and ambitious community builders. Rollouts, including live streaming video, a newsletter, and a social audio channel, opened the floodgates and ushered in a new era of social engagement, giving every LinkedIn user the multimedia capability to produce original content and expand their networks. 

As the pandemic raged, more users picked up on the inherent value of LinkedIn and prioritized a robust presence on the site. Each day, the clutter, as the LinkedIn home page is affectionately known, became thicker and deeper. The feed took on a Times Square-esque vibe—a pulsating, hustle-bustle convergence of business builders, visionaries, disruptors, and career climbers, raising their voices and seeking a sense of belonging within the business community. Their posts revealed a craving for human connection.

As stress levels increased and distractions mounted, comfort zones imploded, and priorities shifted. Those who had never given their LinkedIn profiles a second thought since the day they were created sought to update their pages as quickly as possible. Prospecting for new business became an exercise in survival. Salespeople pitched from a place of sheer desperation and survival. Employers faced new challenges in keeping their teams engaged while working remotely and retaining key people accustomed to their domestic routines.

♦ Suddenly, gaining acceptance and validation within an online community became the driving behavior on LinkedIn.  

♦ Suddenly, finding the emotional catharsis in speaking to a webcam or smartphone lens and posting the content—raw as it might be—on LinkedIn was a pivotal piece of the day. 

♦ Suddenly, LinkedIn was the work.

Fast-forward to this moment, and many LinkedIn users are still trying to catch up. Fearing losing their competitive position, they have shed their inhibitions and expanded their comfort zones. Increasingly, the return on sharing exceeds the cost of holding back. Authenticity, vulnerability, and creativity prevail in the daily battle for recognition, relevance, and business. 

As we move further away from the early dark days of the pandemic, LinkedIn will become more significant in keeping us connected and informed. The apparent permanence of the hybrid work environment means more time in front of our screens and more relationships opened and deepened through digital messaging. Suddenly, upskilling on this platform becomes critical.

A Parting Thought

On LinkedIn, we leverage our stories and personalities to generate opportunities and, if all goes well, convert those online experiences into tangible, real-world results. As more people awaken to LinkedIn's possibilities, what was elusive will become attainable. The site will continue to hold space for community-minded professionals and provide a welcoming, open forum. The LinkedIn imperative, clearer than ever, equates to taking a place, making an impact, and proactively improving the human condition.

But you've known that all along, right?

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A Note from our Sponsor

Since 2006, OWLISH COMMUNICATIONS has served professionals in all walks of business seeking a greater understanding of LinkedIn. Services include LinkedIn profile redesigns, personalized LinkedIn consultation, and LinkedIn educational programs for companies. To request a complimentary LinkedIn profile assessment, please contact JD GERSHBEIN via LinkedIn DM.